The need of the hour for any company, whether it is in the IT, FMCG, leather or textile industries, is the expansion of customer base and retention of the present market. Among other ways, this can be achieved by participating in huge congregations, seminars, exhibitions and other marketing events.
Besides bringing industry counterparts together, these events help in synergizing ideas and bringing in additional clients, increased sales and revenues. They also serve as a cost effective means of advertising. A specialized industry has mushroomed to cater to this unique need of companies and is known as the MICE Industry, where MICE stand for Meetings, Incentives, Conventions and Exhibitions.