How to get the most out of MIPIM 2025
Is it really that time when everyone and their dog starts talking about the impending arrival of MIPIM and what you need to do to prepare? Surely not, we’ve only just recovered from our Christmas indulgences, haven’t we?
Well dust the mince pie crumbs from your desk and get ready to throw yourself into the thresher that is 2025 because MIPIM will be here in six weeks’ time, writes Lucy Lomas, director at Luma Marketing.
It’s become somewhat of a yearly tradition at this time of year for me to download my 20+ years of MIPIM experience and condense it into a useful guide.
What follows will help you navigate the event with confidence, empowering you to focus on key actions that will make that big MIPIM investment worthwhile.
Have a clear purpose
Before you even set foot in Cannes, you should define your overarching goals for the conference. Are you seeking new investments? Forging new partnerships? Showcasing a major development?
Whatever you’re doing, a clear sense of purpose will stop you from being swept along by the frenetic pace of the conference. Take time to map out what you need to achieve and how you’ll measure success.
Focus your objectives – Decide whether you want to prioritise client acquisition, investor relations, or brand visibility
Align your team – Make sure all attendees from your organisation are on the same page regarding messaging and desired outcomes
By clarifying your aims, you’ll be in a stronger position to structure your schedule and ensure each meeting or networking encounter has genuine value.
Structure your schedule intelligently
MIPIM is such a large beast with so much choice, you need to have an organised diary to get the most out of it.
At the same time, you can overdo your diary. Instead of cramming in as many appointments as possible, you should aim for a balanced approach that includes a bit of everything:
Formal meetings
Informative sessions
Networking and events
Chance encounters that come out of that fabled MIPIM magic
If you overschedule, you might miss out on the more organic relationships that often emerge in informal settings. That being said, having a strong schedule will be beneficial in the long run. To that end, try to bear the following in mind when organising your diary.
Book key meetings in advance – Use official MIPIM tools and social media to identify potential contacts and set up one-to-one discussions
Allow for flexibility – Leave gaps in your diary for spontaneous conversations or last-minute opportunities that may arise on-site
Prioritise must-see sessions – Check the programme and earmark panel discussions, seminars, and special events related to your objectives
This blend of planning and openness will help you make the most of your time without feeling overwhelmed.
Polish your pitch and bring quality materials
In Cannes, first impressions count.
That’s why you need to have your value proposition crystallised and ready to go when the moment comes. It needs to be succinct enough for you to capture it in a short, easily understandable way and it must resonate with your target audience.
You also need to be well-rehearsed and natural as it’s this polish that will draw people in.
Once you’ve got the pitch right, you’ll want some supporting material to back it up. Whether that’s visually engaging brochures, project renders or even a top-quality business card, physical documents will provide great recall once your targets go home and sift through their bags of swag. Being memorable is key.
Pace yourself and enjoy Cannes
Between back-to-back meetings, off-site hospitality events and formal panels, it’s easy to become overwhelmed by the sheer scale and activity of MIPIM.
Yes, you’ll probably be brimming with energy and excitement but be mindful of your physical and mental well-being. Taking short breaks, getting enough rest, drinking lots of water and maintaining a healthy routine can help you remain sharp and approachable.
Remember that Cannes isn’t just a backdrop for your meetings – it’s also a unique setting that can put people at ease. Mixing business with a touch of leisure often leads to the most memorable interactions, so don’t be afraid to take advantage of the city’s charm. You never know where it might lead!
Follow up and maintain momentum
When you’re back in Blighty, you might wonder what you can do from there. You put in the hard work on the French Riviera, but what now?
To really capitalise on all the magical MIPIM moments you had, it’s time to start the process of making personalised follow-ups to each contact, mentioning any key discussions you had and any next steps you agreed upon.
This will help you stay in the front of your targets’ minds as they wind down from a week of MIPIM madness.
You should also put together a simple tracking system, whether that’s a spreadsheet or a CRM tool, to log all the new contacts you’ve made. You can include notes to support your follow-ups and use it to organise the entries into hot and cold leads.
Don’t wait until the dust settles – clear your diary for the first couple of days back to do the follow-up and download all your new knowledge.
Conduct a post-event review
It’s good to set aside time for a thorough debrief.
Meet with your team to discuss what went well, what fell short, and how you can refine your approach for next year. This might involve revisiting your original objectives, reviewing feedback from prospective clients or partners, and pinpointing any missed opportunities.
Being honest and analytical at this stage helps you continuously improve your strategy. MIPIM happens annually, so any lessons you learn now will pay dividends in 2026 and beyond.
Final thoughts
MIPIM 2025 has the potential to be huge for you and your business. Realising that potential is about going to the conference with a strategic approach and a positive attitude.
Who knows what big things are in store for you and your business at MIPIM 2025. It might just be your best yet.
This blog was originally published on Place North West