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EXHIBITION
AND EVENT MANAGEMENT
Chennaibest.com spoke to K K Raman, CEO, Meera
Dynamic Company.
Raman, a product of IIT Madras and IIM Calcutta, started
Meera Dynamic fifteen years ago, with just Rs 22,000/- as his initial
investment. Leaving his job as Vice President at a large multi-product
company in Mumbai, he began this venture "just for the fun
of starting and building a company from scratch". Today,
the company is market leader in Information Technology Exhibitions,
Career Fairs, IT Job Fairs, Gift Shows and Construction/Building
Exhibitions.
Has the concept of Event Management been accepted
in Chennai?
 Technology
Event Management is highly accepted here in Chennai. In fact, acceptance
for Technology Events is higher in Chennai than in Mumbai or Delhi.
Microsoft sends its best Specialists when it comes to Events
in Chennai and Bangalore. This is because Software Developers here
are a cut above the rest. They have already analysed the product
thoroughly and if the Specialist is not an expert, then he will
get into problems with them. Besides Technology-specific shows,
Events, in general, have arrived in Chennai.
How would you rate Chennai's Presentation
standards when it comes to Exhibitions and Events?
Here in Chennai, the emphasis is on functionality. Not so much
on aesthetics. This is reflected in the very architecture of our
buildings, for instance. If somebody wants to build his house, he
might not even bother to consult a professional architect. He might
find his own drawings adequate. This same approach pervades Exhibitions
also. The Stalls will be functional, there will be good people to
explain product features. But finally, 'packaging' leaves a lot
to be desired.
Which industry sector spends most on Events/Exhibitions?
IT companies spend the maximum.
In terms of total spend for Events, where
does Chennai stand?
Number 1 in the country is New Delhi; followed closely by Mumbai.
There's a big gap between Number 2 and Number 3 (which is Bangalore).
Chennai comes in fourth, but between Bangalore and Chennai, there's
not much gap.
What is the most common difficulty that you
face when it comes to organising Events in Chennai?
There is no permanent Expo centre in Chennai. No Convention centre.
The existing options were not designed for Exhibitions or Conventions.
Most of them are actually Kalyana Mandapams (Marriage
Halls).
What is the present trend in the conception
of Exhibitions today?
 The
trend is towards greater focus. People expect the Exhibition to
signify something. Omnibus, all-purpose Shows are out. The trend
is towards thematic shows. For instance, for Build Asia 2001,
a lot of people approached us to put up non-building stalls,
just because we were drawing in the crowds. But we refused.
The trend is also towards getting the right kind of visitor to
the Exhibtion.
What would you consider essential to the success
of an Event Management Service?
Its like any other business. You have to keep doing a better job
everytime. But this has to be viewed as a brandable service. Your
maidservant may find it difficult to brand her service, but certain
services can be branded. This is one of them.
Which of Meera Dynamic's events organised
so far, would you consider very special?
There was CSI 2000, that we organised at Tidel Park.
There was the 1997 Show at Congress grounds, which the then
Prime Minister Deve Gowda came for. There was also a Convention
for Cardiologists at which we actually showed a surgery being performed
live, by a Russian Cardiac surgeon.  We
had cameras placed in the Operation theatre and screened the operation
live to the leading Surgeons who watched it at one of the leading
hotels in the city. We also did an Exhibition on Vishwanathan
Anand, this January 1st. We did it free and invited the city's
schoolchildren so that there was a chance that some would be motivated
by the event. We displayed Photographs given to us by his family
and from the Tamil Nadu Chess Association. It was our New
Year gift to Chennai's children.
Besides Exhibitions, what other areas is Meera
Dynamic focusing on right now?
There is Technology Event Management - Product launches, Technology
Promotion Seminars and User-training seminars. For instance, for
Microsoft and Intel, we organise training seminars where
we invite users of the product. And specialists from Microsoft and
Intel train them in the use of the product.
Then, we have an IBM e-commerce training division. We have
two training centres in the city, where our in-house staff (who
have been trained by IBM) conduct this course. Finally, we have
a Software development unit at Bangalore.
Address: Meera Dynamic Company, I Floor, Rosy Tower,
7, Nungambakkam High Road, Chennai - 600 034.
Phone: 2826 3608, 2823 5714, 2826 2580
Fax: 2822 3574
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