Meherun N. Islam is the Group President and Managing Director for CEMS Global Ltd. and Market Edge Ltd. She has thirty years of experience in the global exhibition industry. Her main areas of expertise are management, marketing, advertising, public relations as well as media consultancy. She is the recipient of numerous awards that include TVC “Land of Story” at the 5th Cannes Corporate Media & TV Awards, the Silver Stevie Award, and the Film Art & Tourism Festival “FilmAT”.
You are currently the President of CEMS Global in Bangladesh and the United States. What are the challenges of maintaining the efficiency of such a large organization? Are there any particular obstacles that you face in each of the respective branches?
Whenever an organizer is planning a big event, they are bound to face some forms of impediments. The exhibition industry faces constantly evolving challenges and countering these are a vital part of the job. At CEMS Global, we try focusing on how to tackle those obstacles and improve our subsequent events, given that we organize a series of events. However, we also believe internal communication is a vital part of any large organization since it can have an adverse impact on the external communication of a company. We do acknowledge that the whole concept of corporate events’ methodology is changing. We are still in the process of learning how Generation Y, a group that consists of those of 20 to 35 years of age, is taking over the corporate world and they are constantly shifting towards networking. Nowadays, corporate stakeholders attend Meetings, Incentive Travels, Conferences and Exhibition (MICE) and industry related events to meet like-minded people as they want to conduct business based on networking. In our organization, we have the motto “there is no work without network.” CEMS Global also tries to have a substantial focus on the marketing and promotional segment; given that at the end of the day, it is all about marketing our services to our current and potential stakeholders. Languages and cultures vary from one place to another, and it also affects how we market or plan an event for our various global branches.
How has your experience abroad shaped your methodology when tackling an event or project?
When we had first planned to establish this company back in 1990; everyone thought the idea was irrational including those who were closest to us. We had a vision which was not welcomed or encouraged by many people. Our work takes place all over the globe. Therefore, we have to constantly be on the move from one country’s branch office to another. Furthermore, we also try to attend different events which are organized by and for event associations and event planners all over the world. Attending such events helps us comprehend and learn about new technologies in the event industry, how communication differs from one place to another along with obtaining critical thought processes on how the development in the events sector is changing the global marketing trends. People may not realize this, but one can learn a lot from vocational education as well. Attending such events is a vital part which helps us in developing our acquired knowledge even further. It changes how we perceive event experiences. Since we have to adapt innovative methods, our tactics are improved through innovation and customization for our individual projects.
“The exhibition concept in our nation has not developed properly. In this regard, supportive actions such as building more world class expo centers, better security, and improved travel conditions are needed in aiding this industry.”
For an event or exhibitions, is there any lacking in terms of resource and facility that need to be addressed?
Yes, if we are talking from Bangladesh’s perspective. In Bangladesh, we do face some issues when it comes to policies. Around the world when any organization is arranging an event, taking permission to organize such event is not difficult as they can easily take permission from any ministry or trade ministry. However, to organize each event here, we need to obtain permission from different ministries, higher officials and sometimes it is quite heart-breaking to face that we are not even properly welcomed, even though such an event is quite helpful for our economy. Sometimes we get stuck in the feedback loop from one ministry or association to another. It becomes very time-consuming and a lengthy process which in turn gravely costs us in terms of efficiency as well as economically. I urge organizers and government to come together and find common ground for finding a simple solution to this problem in the near future. The exhibition concept in our nation has not developed properly. In this regard, supportive actions such as building more world class expo centers, better security, and improved travel conditions are needed in aiding this industry.
CEMS plans a wide range of exhibitions, what are the keys to your success in tackling such diverse projects?
Research, research and of course some more research! The whole point of organizing such exhibitions is to create a platform for local producers, manufacturers, and international companies to have an opportunity to network; organizing such event is dependent on the quality of research conducted. Whether someone comes up with a new event concept or wants to explore on potential clients and his or her products, there is no alternative to research. Also one should always have an eye out on how the competitors in the market are doing. All these aspects are related to Research. CEMS Global has established a strong research team over the years. We focus on stakeholders’ current business situation and look into which direction their plan is heading when we conduct our research. Brainstorming can also be very helpful when we try to come up with creative ideas for our exhibitions or educational seminars. And last but not least, our experiences and diligent workforce work to provide their best service.
President, CEMS Global
What are the numerous ways that a successful event helps boost a company or initiative?
The success of an event motivates the entire team. It increases the satisfaction level within our workforce which in turn allows them to work harder for the next event. It boosts their confidence level, helping them to present better a pitch while conducting meetings with the clients. I am very proud of the fact that in our organization CEMS Global; the whole workforce works in a constructive manner and that the employees feel like a part of the CEMS family.
Given the development of data as a necessity for growth, how does conducting market research allow for the developmental works of your companies?
As I have mentioned before, market research is crucial for any service based organization. Market research helps us when conducting new concepts and modifying existing products, which in turn helps us to provide our clients with better services as well as improves our performance. We focus on product ‘additions’ and ‘modifications’ although we try to develop new concepts side by side. Multi-tasking is an important aspect of our organization. Sometimes we might even feel the requirement present old ideas as new ideas with a few new twists. For example, here in Bangladesh, we are trying to introduce CEMS Global as part of MICE industry even though it has always been part of the MICE INDUSTRY; it is just that our public was not aware of the term MICE.
