| 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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