Leveling up MICE

Over the past 30 years, the way business is conducted has changed dramatically. Rolodexes have been replaced by customer relationship management systems, conversations take place via instant messaging and video calls rather than phones, people are no longer tied to their offices, and mass marketing is carried out via social media rather than mailing campaigns.

But one thing that has remained constant is the need for human connection. While technology has made communication faster, cheaper and more convenient, business people still need to meet in person and network, which is why the MICE (Meetings, Incentives, Conferences and Exhibitions) industry continues to thrive, forming a significant part of events organization in the corporate/business, hospitality and tourism industries.

Yet in such a competitive industry, the difference between an average and an incredible MICE event can mean the difference between business success and failure, a fact that Global-Link MP CEO Patrick Lawrence Tan understands completely.

“There are a lot of big companies in the MICE industry, so we wanted to have a niche,” Tan tells The CEO Magazine. “Our niche is that our events are a cut above the rest by delivering exceptional service and maintaining a strong focus on achieving end results.”

“We manage roughly 40 events per year, some big and some small, but we treat every single event with the same passion and attitude for perfection because if you don’t have the heart for it, you’re not going to last.”

Changing with the times

One of the biggest changes in recent years was the COVID-19 pandemic, which completely disrupted the MICE industry. However, rather than admitting defeat, Global-Link MP adapted to the situation.

“Our business was doing well before the pandemic, which woke us up to a completely different viewpoint of where we wanted to go,” Tan explains. “We became the first trade events organizer in the Philippines to launch virtual exhibitions and conferences and later shifted to a hybrid model.

“But our innovation didn’t end with the pandemic. Today we are developing new services, such as digital twinning, virtual mapping, AI, VR, and many more, which will allow our clients to monitor, showcase and demonstrate products and services remotely.”

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“Working with Global-Link MP Events International has been nothing short of remarkable. Its professionalism and dedication toward creating impactful events is commendable. Collaborating with it always guarantees great results, making our partnership a highly beneficial and enjoyable one. Its expertise, coupled with a clear understanding of industry needs, truly sets it apart.” – Ernest Diaz Jr, Vice President of Operations, Centrex Corporation

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Unlike many other events companies, Global-Link MP prides itself on its use of technology to create high-quality events for its delegates, sponsors and other organizers by being a total business solutions provider.

“We are a very unique company because not only do we organize shows, we also support other organizers with our services,” Tan says. “We have developed our own registration technology that significantly enhances the speed of the entire process. Currently, the average time for our attendees from lining up to receiving their badge is just eight seconds.

“We also help our clients gather data, provide analytics, so they can measure their results and performance in real time. While it’s easy to say how many visitors attended an event, our exhibitors can use their smartphones to scan the QR codes of the attendees who visited their booths. This way they have a record of who interacted with them, so the data is with them and they can maximize their results because in today’s world, results must be quantifiable.”

Supplier support

In addition to its use of technology, Tan attributes the success of Global-Link MP to the support of its long-term suppliers.

“We find the right suppliers and we stick with them for a very long time. A perfect example is Centrex, which has supported us through ups and downs,” he says. “It’s very easy to find suppliers during good times, but it’s crucial to know who is going to be reliable when times are tough.”

But at the core of it all, what makes the company unique is its people, culture and commitment to deliver services that exceed expectations, Tan says.

“Going above and beyond is at the heart of every employee – past, present and future. Attention to detail, along with our dedication and passion, truly sets Global-Link MP apart from the competition.”

Now with 30 years of industry leadership, and with many more to come, Tan has been elected as the new President of the Philippine Association of Convention/Exhibition Organizers and Suppliers.

“Under my leadership, our board of trustees will strive to elevate the Philippines MICE industry to achieve global standards,” Tan declares.

“The MICE industry in the Philippines has a new saying, ‘We take your business to heart’, and I think that’s absolutely true. We are not a machine, we are humans with passion and a heart. That’s what really sets the events industry in the Philippines apart, and with our wide variety of experienced organizers and event hosts, we can handle whatever comes our way.

“Over my career, I’ve experienced incredible highs and challenging lows, yet one constant has remained: the presence of God, who has never forsaken me. He has guided me every step of the way and blessed me with a fulfilling career for which I will always be grateful.”