ABSTRACT
The business event industry is facing challenging times. Due to the sustained economic crisis, not only the number of events but also revenues have dropped strongly over the last few years (NIDAP 2012). Major companies in the business events field have disappeared and event agencies are reviewing their portfolio and positioning. Moreover, the playing field of the event industry is evolving. Clients find themselves in an ever-changing business context: transparency, customer involvement and value-based entrepreneurship become crucial characteristics for the modern organization. Questions arise relating to the efficiency and effectiveness of events and their position within the marketing communication mix. The need for renewal in the business event industry becomes evident, both in terms of the (experience) communication mix, as well as the added value of events in the current competitive climate.
