The most common mistakes we event managers make these days is focus on social media advertising spotlighting internal aspects, process writing and technical details, which normally end up getting lost in detailing and finally losing out on the bigger picture. My core marketing team experienced this to be a huge challenge while planning their media strategies as they constantly worried about questions like ‘who’d write the material?’ and ‘which channel do they start advertising it from?’. The most simplistic equation before drafting a media plan is to set your objectives in the following manner –

Firstly, a media plan requires you to recognize your target audience. To identify the right kind of audience for your show, it is customary to source them amongst your current clients, potential clients, stakeholders, competition, or event news channels.

Secondly, you ask yourself what you want your target audience to do? This area can be accomplished with some amount of research including – direct marketing, random choosing or mass mailing to the database, turning your potential clients into actual clients, or by dealing with journalists.

After you’ve set your objectives, its vital that you develop a schedule for your campaigns. Your event marketing campaigns are most effective if combined with your expected sales plans, public relations plans, and event operations plans.

Last but not the least, focus on using the right communication vehicles to get your message right to your decided target audience. Few of your communication channels may include – press releases, articles in relevant magazines, customer success stories, letters to the editor, press conferences, interviews or media tours, radio or television interviews, seminars or public speaking engagements, and event sponsorships.

After you’ve accomplished all of the above, you could spend your valuable time putting measures in place and tracking results of your PR campaign. It’s important to review each of the channels you’ve marketed through and see what’s bringing in the best results. Should you wish to consider making any modifications in your plan, you will know what’s working best for your organization.

We knew we had company, but had not imagined a troop of over a hundred gargantuan vehicles come together with us for the adventure. Divided in three different groups (beginner, intermediate, and expert), and SUV’s equipped with desert gears and expert drivers, we moved into the sands with a heavy dose of adrenaline and excitement.

My Pajero looked like a toddler between the gigantic cruisers and the desert-mod-jeeps, and we faced quite a mock when we repeatedly stepped out of the convoy to avoid the bigger dunes. I couldn’t imagine my hefty 3.5 engine not sustain the sandbank, but nevertheless we made through to a certain extent, experienced driving in the desert and lived through the heat all day long.

We continued to drive for hours in the desert clicking pictures, breaking bumpers, pulling out immovable cars, bearing the humidity and enjoying the beautiful scenery. After a long day of driving in the desert, we stopped by amongst hundreds of FJ Cruisers, Land Cruisers, Nissan Patrols, Jeep Wranglers, etc. Thank the stars, at least my Pajero stood out as it was the only amongst all the other giants.

At Sunset, all the Muslim brothers gathered in the east direction to pray after breaking their fast. The Iftar was a treat with so much food that I’d never seen at once in the city. All cars brought with them food for themselves but of course a little extra to share with everybody in the group. From dates to seekh kebabs, I relished every morsel of the cooking. We laughed, chit chattered and got to meet and greet so many amazing people we had never met in this country before.

More than all, my respect mounted for my Muslim friends who faithfully continued to fast even in the August heat living the day without a drop of water, while I swigged bottles to keep myself breathing.

In the day, we started to recognize the desert to be as expressive as we human beings are, but of course it takes an eye to understand the tranquil land’s emotions. While driving through the red sands, I observed its calm nature for minutes, and then also a flash of hostility during other times. We could fictionally imagine dunes pointing a finger at us challenging our manhood to cross its border, and then its kind cuddle when we repeatedly rolled tires over to perform the stunt. It crippled my jeep’s both front and rear bumpers when we affronted its motherliness, but it gently cleared our path to cross when we calmly waited for the winds to change the desert’s theme.

If you think there’s not much to do in Dubai, you’ve probably not experienced the best part of this country as yet – driving in the desert.

Again, Ramadan Kareem to all

Be it a product presentation for your distributors or a large scale conference, it is important to understand how you could share tasks with your event planner and save costs while keeping up the degree of formality in your event. Here are some points that we think you should always discuss with your events planner.

• Budget creation which will allow logistical decision making. This estimate resource plan must be a smart calculation based on the number of delegates, venue options in mind, catering cuisine (available from food packs to international buffet options available in all hotels) and degree of ceremony.
• Giving yourself enough time in hand before the event, understand how much of the work you want to delegate to an outsourced professional. A certified events planner will evidently know it all, but delegate tasks only which you are able to supervise. Some of them could be – venue hunting, budget creation, renting audio visual equipment, creating a theme, planning the entertainment keeping the degree of formality in mind, arranging decorations, managing guest lists, valet parking/airport transfers, ensuring comfortable accommodation for outbound guests, designing flyers or engraving corporate gifts, etc.
• If it’s your first time planning an event, make sure to research through past event portfolios, reference guides, or consult an events professional (nobody charges for consultation, advice is a free gift available almost everywhere)
• Have a casual chat with your attendees and learn about their past experiences from events they’ve attended, and what could they expect out of your event (this also helps in connecting with your delegates prior to the event)
• Learn about the hotel charges carefully to avoid confusions post-show, and not ending up paying too much money. Explain your plans to them in detail and ask what more you could do in the budgets you’ve planned. Ask what your venue manager/events planner could do to reassure your costs won’t run over (at least not without prior agreement) and that you will have every basic necessity in your venue.
• While interviewing the events planner, do ask how he or she would handle potential catastrophes such as an shortage of food situation, or the entertainer not showing up, or a sudden downpour (in case of an outdoor event)
• Request if you could drop by one of your planner’s events in progress or request references of previous clients and call them to ask about their experience with the planner.
• Discuss the scope of work with the planner in detail much prior to the show. Describe their responsibilities and confirm payment information in advance in a written, signed agreement.
• Don’t always be a cost-saver; allow some leverage to elevating budgets while planning an event so you’re not cutting down on the last-minute fabulous ideas while on-site. Remember, initial sketches can bring out good ideas in you, but while working on-site, the better than the best comes out of you.
• Most importantly, keep everything in written to avoid confusion/delay last minute. In addition, always have a back-up of another events company who is able to take charge if something goes wrong with the first one.

This epistle is designed to help you with your planning and to understand the region you are planning to do business in a bit better, it is not tailor-made to individual products but to be treated as an overview.

Meetings & Negotiations

This is the key to doing business in the Middle East, the Arab Culture is to build a relationship with the person and the only way to do this is by meeting up face to face. It is often normal to make an appointment just days before you wish to meet and to ensure that you have confirmed it verbally by telephone. Initial meetings are all about relationship building. Building trust and establishing compatibility are key requisites for doing business in the Middle East. One should engage in conversation and try to get to know the ‘person’ you are doing business with. It is important to note, that there will normally be several meetings in order to build the trust and relationship so do not expect immediate results from an initial meeting and be sure to follow up on your return to arrange further meetings and keep up correspondence.

Hospitality

If you wish to serve food and drinks on your stand or chalet, the Arabic custom is to serve Arabic Coffee and Dates which will ensure they feel welcome and encourage them to visit. Alcohol is not consumed by Muslims and will be more of a deterrent than an attraction for your stand. However, in many countries it is not forbidden so it is simply a considered choice on the part of the visitor.

Anything that may put a local Arab off visiting your stand is not a good idea, so ensure your stand manners are also dressed appropriately. The less flesh on show, the better! This applies to both men and women, short sleeves are perfectly acceptable but sleeveless tops are not as acceptable. Short skirts and shorts are also not a good idea but are not prohibited.

Business Etiquette

Arabs are fairly informal with names when doing business and generally address people by their first names. John Smith will be addressed as Mr. John. The Arab title of note is a Sheikh (these are normally members of the Ruling families and are often preceded by His Highness), many senior Arabs are also addressed by His Excellency, again pertaining to their level of importance.

The Middle Eastern culture places more value on someone’s word as opposed to a written agreement. A person’s word is connected to their honor. Contracts are viewed as memorandums of understanding rather than binding, fixed agreements. Be sure to promise only things you can deliver. Failure to do so will result in loss of honor. The Arabs do not separate professional and personal life. Doing business revolves much more around personal relationships, family ties, trust and honor. There is a tendency to prioritize personal matters above all else. It is therefore crucial that business relationships are built on mutual friendship and trust.

Meeting and Greeting

The traditional Islamic greeting you will hear is ‘Asalamu alaykum’ (peace be with you). As a non-Muslim you would not be expected to use it, but if you did you would receive the reply ‘wa alaykum salam’ (and peace be with you). Thank you is ‘Shukran’ and Welcome is ‘Marhaba’

Marketing, Selling and Promoting your Products in the Middle East

Many websites can be restricted in the middle east just because of an unacceptable word featuring on one of their pages, some news sites can be restricted and in general, a high percentage of the Middle East population do not use websites or much email. The majority of their communication is done face to face, so meetings are the best way to sell your product and a reason why exhibitions are so popular in this region.

There are no road names or postal addresses in Dubai, everything operates by PO Box, so regular mail is not completely reliable and as such you cannot totally guarantee that mail will reach your recipient in a timely and accurate manner.

If you wish to send invitations or free tickets to visit your stand at the show we would recommend using a courier wherever possible, or if you have a local office, hand delivery is the best guarantee.

If you wish to market your attendance at an exhibition in advance of the show itself, a press release is one of the best ways to reach a market you may know some people in, but not all. The regional daily press together with regional weekly and monthly specific industry publications can be a very useful tool in reaching your audience. For help with regional PR, talk to the show organizers who can help with joint press releases where applicable.

Arabic vs. English

The most common business language is English, and most individuals in this region speak very good English. But it is always a nice gesture to have some Arabic translated business cards done for a specific show or perhaps a few key words on your graphic translated into Arabic. But you do not need to have anything translated if budgets are tight or it is not appropriate.

The Use of Hands and Feet in Muslim Cultures

Among Muslims, the left hand is reserved for bodily hygiene and considered unclean. Thus, the right hand should be used for eating. You should shake hands with your right hand and women should be prepared for some cultures where Muslim men are unable to touch women and therefore will be unable to shake your hand. If you are introduced to a woman as a male, it is advisable to wait and see if a hand is extended. If it is not, then do not try to shake hands. Avoid touching and prolonged eye contact with women.

In many Middle Eastern countries, grouping the thumb and fingers together, and shaking it up and down, fingers pointing upwards, indicates “wait”. In Iraq and Iran, the “thumbs up” gesture is considered an offensive insult. Displaying the sole of one’s foot or touching somebody with one’s shoe is often considered rude. In some circumstances, shoes should be removed before entering a living room.

The Importance of Islam

One cannot talk about the Middle East in a cultural sense without mentioning Islam. Islam permeates all levels of society. It provides guidance, values and rules for personal life, community relations and ways of doing business. This section looks at a few examples of the manifestations of Islam and the way in which these may impact your business trip. Muslims are obliged to pray five times a day. Prayer times are announced by the mosques using the call to prayer (azan). Not all Muslims go to the mosque. Some pray at home or in the office. Daily routines, appointments and meetings must be fitted in appropriately around prayer times. Friday is the day for congregational prayers and it is obligatory for all males to attend. There are two major festivals of note. Eid al-Fitr follows Ramadan and Eid al-Adha follows the annual pilgrimage. These holidays last approximately three days although it is not uncommon for the government to extend these. It is best to avoid doing business on or near the two Eids.

Extract:  http://www.dubaiairshow.aero/exhibit/tips-advice

So, many of you who visit Dubai for the first time in Ramadan, the city may appear as a wholly different place compared to what you’re used to seeing of Dubai. As you’ll be expected to respect the sanctity of this holy month, here are some frequently asked questions about Ramadan in Dubai to guide you how to spend Ramadan in the emirate.

What is Ramadan?

Ramadan is the 9th and the holiest month of the Muslim calendar. During this month, people of the Muslim faith fast from dawn to dusk every day. Sighting of the new moon confirms the beginning of this holy month, not unlike other months of the Islamic lunar calendar. Throughout Ramadan, Muslims wake up before dawn to eat their early morning meal that energizes them for the whole day until dusk when they break their fast with Iftar. During the fasting hours, they are required to observe strict abstinence from any sort of food or drink whatsoever. Ramadan is a time for reflection and meditation and many Muslims spend more time at prayer during Ramadan. It is believed that fasting will teach a Muslim modesty and sympathy for those less fortunate and it is a very spiritual experience for them.

The end of Ramadan, just as its beginning, is also confirmed by the sighting of the new moon that marks Eid ul-Fitr, one of the most significant Muslim festivals involving feasting and visiting family and friends.

Are Non-Muslims Required to Observe Ramadan?

Non-Muslims are not required to follow Ramadan practices. However, as a sign of respect to the host city, they have to refrain from eating, drinking or smoking IN PUBLIC during the fasting hours i.e. from dawn to dusk.

What Happens When Someone Is Caught Eating, Drinking or Smoking in Public?

If you’re seen or reported eating, drinking or smoking in public or even while driving, you will just be given a stern warning by the police.

Are Cafés and Restaurants Close During Fasting Hours?

Most of the cafés and restaurants are closed during the day time until ready to serve iftar, although some of them have closed off areas and discretely remain open. Take-away food can be delivered during Ramadan. Restaurants in international hotels remain open throughout Ramadan to serve non-Muslims. Other restaurants keeping their service on during Ramadan for the non-fasters have secluded areas with closed curtains as a sign of respect to Muslim passersby.

Is Alcohol Available During Ramadan?

In general, alcohol is available after breaking the fast (Iftar) at sundown until 1 am. However, to keep the sanctity of the holy month intact, no loud music or live entertainment is allowed at bars and alcohol-serving restaurants.

Is There Any Special Dress Code During Ramadan?

As a sign of respect, conservative clothing is expected and appreciated. Both men and women are expected to dress more modestly during Ramadan. Any type of revealing or tight clothing should be avoided and women should keep cleavage, knees and shoulders covered out of respect.

Are Leisure Facilities Also Closed During Ramadan?

Leisure facilities remain open as usual during Ramadan. Hotel guests can enjoy the beaches and facilities as they normally do. Beaches remain open and sports facilities, health and leisure centers keep operating as in any other month of the year.

Is Live Entertainment Allowed in Ramadan?

Unfortunately, no! To keep Ramadan’s sanctity intact, no live music at pubs, bars or alcohol-serving restaurant is allowed at all. No concerts or festivals take place in Dubai or elsewhere in the UAE during Ramadan. The only kind of music allowed in Ramadan is the traditional oud music.

Are Shopping and Public Places Also Closed During Fasting Hours?

Shopping and public places change their operating hours in Ramadan as opposed to normal days. In general, they remain open for short hours in the morning, usually from 10 am to 12 am, and reopen from Iftar (dusk) until midnight.

Are There Different Business/Working Hours in Dubai During Ramadan?

In some cases, working hours are reduced in Dubai during Ramadan. Although some places keep their normal working hours but facilitate the fasting employees with flexible working hours. The private sector in general doesn’t reduce its business hours but allows fasting employees to work in shifts for their convenience.

Are Iftar Buffets in Dubai Exclusive to Fasters or Non-Muslims Can Also Join In?

Iftar buffets are NOT exclusive to Muslims and anyone is more than welcome to join. Nearly all food outlets in Dubai offer special iftar buffets which come as an opportunity for non-fasters to eat good food alongside those who have been fasting.

Premier Events wishes you all Ramadan Kareem.

Source: The Yadig.com Blog…

Dubai Festival City Towers, Dubai (PRESS RELEASE – July 19, 2011) – With the current focus-shift of large corporations from advertising to organizing & participating in networking events, the MICE Industry has started to be on the rise again in the MENA region. From seminars to conferences to large scale exhibitions, every company is focusing on planning an event or sponsoring industry events. With the print advertising industry fading away by the day and digital marketing being on the mount, event management is being seen as one of the most prosperous businesses in these times. With the impressive increase in the quantity of events happening per year, organizers are repeatedly struggling to find the right technical suppliers who are able to meet their qualitative expectations with meaningful solutions at low costs. As an innovative and service-focused company, Premier Events has been constantly partnering with some of the most well-known event organizing groups to deliver novel concepts and smart technical supplies.

Premier Events works tirelessly to discover and acquire the right kind of technical equipment for all kinds of events, and our works have been verified by some of the leading event organizers in town. Being a customer-focused event management consultancy, Premier Events enjoys goodwill from our existing clientele and receives tons of enquiries by many other companies trying to penetrate the UAE market. Premier offers a selection of services depending on the event organizer’s needs and the available resources. In addition to acquiring technical equipment and installing them at the venue, organizers usually request our event management team to be on site and monitor all the activities at the show. Premier events, from its past experiences, has developed itself into a full-fledge event management consultancy who not just assists the organizer on an organizational level, but also at a tactical level.
Founder of the company – Imran Shah, has been diligently working on growing the company since 2006 and has worked with a lot of companies providing them Premier’s specialized event management services.

Imran Shah says:

I’m keyed up to grow our brand into the MENA region, and we will soon be looking at diversifying into countries where we haven’t reached yet. This way, we will be able to attend to all the enquiries we receive and won’t have to turn down business due to operational limitations.

The Premier portfolio includes – Seminars, Workshops, Conferences, Exhibitions, Awards and Gala Dinners, Press Conferences, Product Launches, Incentive Programs, Employee Recognition events, Networking and Hospitality events, Sport Tournaments, Music Concerts, Cultural and Charity Events, Road Shows, and much more…

For more information about our company and services, please feel free to speak to our Marketing Strategy and Planning Consultant on (deep@p-events.com ; +971 50 8585905)