DMG Events Middle East and Asia, the Dubai-based event organiser responsible for events including Adipec and The Big 5 is opening a new office in India. The timing of the move is hoped to capitalise on the election of what it calls a “visionary” new government looking to stimulate key sectors of the Indian economy, taking advantage of what it believes will be emerging opportunities resulting from its election.
The company has experience managing successful events in India and the third edition of the international building and construction show, The Big 5 Construct India takes place in Mumbai in September this year. The event is jointly organised with DMG’s partners, the Federation of Indian Chambers Of Commerce and Industry (FICCI) and follows the same format as its
Big 5 events in Dubai, Saudi Arabia, Kuwait and Indonesia.
To do this, the company has appointed Sajid Desai as new country director, to spearhead the India operations for DMG Events. Desai is well versed in operating in the Indian market and has two decades of experience in business-to-business, special interest and business-to-consumer industries in exhibitions, events, media and online.
With the new government focusing on economic growth and developing key sectors of the economy, now is a great time to be coming to India,” says Desai. “We also look forward to developing our strong association with FICCI in strengthening our position in construction and in other sectors.”
The establishment of new headquarters in Mumbai and further offices in Bangalore should, hopes DMG, widen the organiser’s product offering by focusing on new growth opportunities and niche industry verticals, not to mention bringing its portfolio of existing events and exhibitions to India.
But what lessons must we learn when importing or exporting our shows to new territories, avoiding the many pitfalls and cultural oversights that have sunk many organisers’ efforts in the past?
Before you make the decision to take a successful exhibition to a new region you really need to understand what is unique about your brand and how it will deliver something that currently doesn’t exist,” says vice-president of the construction division at DMG Events, Andy White.
Don’t assume that just because your event is a success in one country it will automatically translate successfully to a new region. There are many times when large organisers launch their successful brand into a new market, assuming that everyone will be lining the streets to welcome them only to leave disappointed a short time later.”
You also need to consider the best way to enter a new market; should you enter a joint venture, license your product or go it alone. Whilst the latter can be more profitable, it’s also more risky and sometimes impossible. If you choose the joint venture route, there are a number of things to consider. Does the partner share your vision and values? Can they open doors and do they have the required experience to advise you on the unique aspects of the local market? Can they deliver local sales? Most important; can we work with them?
Initially, geocloning can only work if your brand is sufficiently strong enough to persuade exhibitors and sponsors to take the risk and follow you into new markets.
But that doesn’t mean the same formula will work wherever you go. Successful geocloning combines the best aspects of your brand with the total consideration of the local market
At DMG we have always organised buyer advisory panels before launching events to ensure our offering meets the specific business needs of the market. This is probably the most important thing we do as it forms the basis of our educational content and conference programme as well as providing valuable insight into the best methods of marketing events. For instance, who would believe fax is still an effective way to market your show in Saudi?
It’s very unlikely that any new territory will have no competitive show. In fact, most have a number of competing events. So you really need to think like a small entrepreneurial organiser because while the exhibitors may know who you are, the local audience won’t and probably don’t care.
The most effective way of geocloning is to forget about geocloning completely and approach the project in the same way you would for a new launch; research the market, understand the needs of the market and deliver something that is truly unique and deliver real value for visitors.
If you’re thinking about a new territory and the competition is strong, it may well be worth moving on. There are plenty of opportunities out there and it’s not worth damaging the brand by producing an average product.
The most important thing we’ve learnt from moving our brands internationally is not to compromise on quality. We’re constantly told ‘it’s not the same here’ and while there are market nuances, the basics are the same: invest in research, understand your buyers, build data, produce quality accredited educational content and deliver an experience that inspires, informs and entertains.
After all, your brand is successful for a reason, why compromise? If you get it wrong you’ll fall at the first hurdle, but more importantly you run the risk of damaging your successful shows.
Get it right and geocloning can build your reputation, build loyalty and enable you to take the brand into new regions.
