| An interview with Dylan Sharma, Director of Event Communications, Tricom Events |
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We
are an event
communications
agency
that specializes in B2B (Business
to Business) events and 80% of our
work involves organizing conferences,
seminars,
awards ceremonies and gala dinners.
Formed to meet the growing demands
of corporate event communications,
Tricom Events strive to provide
our clients with the creation of
a perfect balance between client,
agency
and target audience, each critically
significant to the success of any
event.
What is the business philosophy of Tricom Events?
Integrity
– in our business
dealings,
with our valued partners, with our
staff, in the work and service that
we provide to our clients. We place
emphasis on the quality of work
we bring to each project. |
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As an organization, we believe our staffs are our greatest asset. We value talented and driven individuals who are passionate about the industry and are able to work together with Tricom to grow, both as a business and as individuals. We practise an open organizational culture, where our staffs are empowered to contribute to the everyday growing and running of the business.
With our clients, we believe in cultivating and establishing long-term partnerships. We place great importance in understanding their needs and business, so that we are able to customize solutions for them in their business events. |
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How do you see the prospects for the Events industry?
The
future ahead for the industry in
Singapore is exciting. The upcoming
Integrated Resorts (IR) are definitely
a positive driver for the Events
industry, and the potential
for business
opportunities is huge.
Another growth area to capitalize on in the next 3 to 5 years is the proliferation of Meetings, Incentives, Conventions & Exhibitions (MICE), and this is what Tricom Events is also a part of.
In
many ways, MICE can be considered
the younger cousin to other traditional
forms of marketing
communications, and it is a
solution that is now seen as a useful
part of the marketing
program
for many companies. Singapore is
a very attractive country for MICE
as it has a stable political environment,
ease of accessibility, and good
infrastructure, each critical to
the success of any event. |
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The advantage of working in Events is that there isn’t a real need for formal qualifications per se. Although, a formal education in Marketing/Public Relations will definitely teach you about the marketing communications process, and how it translates to understanding about what market conditions allow certain ideas to manifest, the buying behaviour of a client, marketing objectives and deliverables, and how to create that bridge between them.
Ultimately, to succeed in Events, you need to be people-oriented, as it is a frontline service industry where customer service is a top priority. You should also be passionate about Events, and look to develop a long term career in the industry.
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What are some highlights of your career as Director of Event Communications?
Being an integral part of a young business, seeing it grow and develop to deliver successful events for clients such as Coca-Cola, Credit Suisse, Temasek Holdings.
It is confidence inspiring to have these clients entrust us with their work and audience. Working with these clients gave us the opportunity to reach out and do more good work for other similar companies.
As an organization, it has been great to see some of our staff grow from being fresh graduates who didn’t know much about the industry, to eventually becoming events specialists who have been integral to the growth of Tricom Events.
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We aim to be one of the top 3 agencies in Singapore for mindshare of quality work as we aren’t a mass market agency. We are focused on developing quality clients and doing quality work for them in return.
We have also identified a few growth channels that will allow us to accelerate reaching the objective of being one of the top 3 agencies. Firstly, by diversifying the events business to include other MICE activity, like exhibitions. Secondly, is to grow geographically and develop business opportunities in Malaysia, Vietnam, the Middle East and other potential markets.
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| Do you like this story? We'd like to hear from you. Write to us at marketinginfo@jobsdb.com.sg |
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