Leading Meeting Professionals

Professional Convention Management Association

May 12 2015

3 Alarming Facts About Creativity In The Meetings Industry

By David McMillin



Being creative paves the way to new opportunities. Regardless of what type of group is coming together for a face-to-face meeting, creativity is the ingredient to inspire them, to grab their attention and to motivate them to spread the word about the experience to their colleagues. However, new research from London & Partners and MICEBOOK.com shows the majority of planners are leaving creativity out of the recipes for their meetings. More than 400 planners were involved in the research. Here’s a look at three alarming facts that should remind every member of the industry to turn on their creative light bulbs.

1) Too many organizations take too few risks.

Getting creative requires parting ways with tradition, but many organizations are struggling with the break up. Less than one-third of respondents in the research indicate that risk-taking is encouraged by their organizations. This leads to an approach of sameness — one that recycles last year’s program again and again and again. If you feel your organization’s leadership worries about the dangers of taking risks, you may want to share this article on how to create a culture that embraces the unconventional.

SEE ALSO: 10 Questions To Tell How Innovative Your Organization Really Is

2) Thinking time is ticking away.

Even when meeting planners feel like they can take risks, they may not actually have the time to carve out their new plans. Only 34 percent of them say they have free time for thinking. While today’s always-on business environment requires meeting planners to respond to emails, update spreadsheets and check plenty of other tasks off their lists, it’s essential to leave space in the day for brainstorming new ideas.

“Creativity comes from a state of mind within a business,” Matthew Margetson, Creative Director at creative events agency Smyle, says. “From clients who welcome fresh thinking, from giving staff the time to be creative and from striving to push the boundaries of our industry.”

“A rational approach is absolutely key to successful event outcomes, but carving out time to think creatively will reap rewards for events both large and small,” Margetson adds.

SEE ALSO: How To Unleash Your Team’s Creativity

3) Being creative doesn’t create a badge of honor.

Everyone loves a round of applause. Unfortunately, it appears that leadership typically remains silent when meeting planners deserve congratulations for their creativity. Just 32 percent of planners say that creative excellence is rewarded by their organizations.

How would you grade the current state of creativity in the meetings industry? Go to Catalyst to share your thoughts on whether you believe that face-to-face experiences are embracing new ideas.

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