Lively speeches and panel discussions with audience participation also engaged attendees.
Organised by the Singapore Association of Convention & Exhibition Organisers & Suppliers (SACEOS), SMF 2024 took place at Sands Expo & Convention Centre on July 25 and 26.
“The Singapore MICE Forum is not just a conference, but a community for MICE and events professionals from Singapore and the region,” said SACEOS president Richard Ireland.
“It represents the vibrancy, diversity and growth of our industry.
“Addressing pertinent issues and opportunities would equip our industry with cutting-edge insights needed to thrive in this ever-evolving world,” he added.
Themed ‘Moments and Momentum’, SMF 2024 drew more than 200 delegates, mostly from Singapore and some from the surrounding region. More than 30 prominent speakers from within and outside the industry covered topics such as the business outlook, sustainability, artificial intelligence and talent development.
But what stood out was the refreshing event format. Topics like communities and technology for events went beyond panel discussions to the Marketplace where they could be seen and tried.
The lounge-style seating broke with staid theatre and classroom layouts typical of conferences.
SongDivision opened SMF 2024 with a lively, co-created music experience driven by AI. A Pigeonhole audience poll generated the music chords, genre, words and chorus through Gevme’s AI Snapsight, with the full song closing the first day.
This was an innovative and effective way for sponsors and exhibitors to demonstrate their products while engaging with attendees, as key points from conference sessions were captured and converted from text to lyrics and belted out in a song.
Insights from SMF 2024 included Singapore being a springboard for regional growth, according British and German exhibition companies. Meanwhile one of the speakers advised event organisers to consider cost versus quality, and focus on how to deliver value. Another warned against “over-curating events”.
In terms of leveraging emerging tech in marketing, tips were to gather clean and relevant data, share data with vendors and stakeholders, monitor event activity through camera technology and adjust quickly.
On sustainability, educating sales and marketing teams was advised, as was examining the options and what you can do.
“The best way to avoid greenwashing is by making sure your people are aligned with you,” said one presenter.
