Tailored delegate care and experiential brand activations have emerged as the primary drivers of client retention in the business events ecosystem.
Speaking at the Singapore MICE Forum during the What Sticks? Value & Loyalty? panel last week, panellists highlighted how high-touch service and operational agility translate directly into long-term corporate relationships.
Choe Peng Sum, CEO of Pan Pacific Hotels Group, illustrated how empowering frontline teams to prioritise individual comfort pays lasting dividends. Recounting how his properties curated 14 days of non-repeating meals for isolated guests during the pandemic, Choe noted that exceptional hospitality under pressure creates deep-seated brand loyalty that outlasts any single stay or event.
Winnie Chan, CEO and co-founder of Bynd Artisan, demonstrated how going the extra mile for event planners and corporate clients builds multi-year pipelines. After helping an intern resolve an urgent corporate gifting order error, Chan noted the long-term impact on client retention: “We watched that intern rise through the ranks, and no matter where her career takes her, Bynd Artisan remains top of mind for her corporate gifting needs.”
Addressing how legacy brands and event organisers can captivate younger demographics, Max Ng, executive director of Tong Seng Produce (producers of SongHe Fragrant Rice), opined that passive event sponsorship and standard product placement no longer resonate.
To drive engagement, SongHe pivoted to creative experiential activations, partnering with artisanal brands to craft unexpected event offerings like rice-infused ice cream with Burnt Cones and rice beer with Sunbird.
Overall, panellists stressed that business events must align with modern audience values without diluting core identity.
To reach health-conscious event attendees, SongHe expanded into low-glycaemic and vitamin-enriched varieties. Similarly, Bynd Artisan launched reBynd, a line focused on recycled materials, enabling them to capture sustainability-minded corporate clients while preserving their core brand.
