CASE STUDY
INDEX Takes Off In Saudi Arabia
INDEX Saudi Arabia is a premier trade exhibition in the Kingdom, designed to connect interior designers, architects, and buyers with suppliers and manufacturers of furniture, furnishings, lighting, textiles, and decor.
As the Saudi market undergoes rapid development in alignment with Vision 2030, INDEX Saudi Arabia plays a pivotal role in shaping the interior design industry by providing a platform for networking, learning, and showcasing the latest trends.
Campaign Objectives
Establish INDEX Saudi Arabia as the go-to platform for professionals in the interior design and furnishings sectors within the Kingdom.
Attract local and international exhibitors, expanding the event's reach and diversity.
Increase footfall and ensure high levels of engagement and participation from both trade professionals and buyers.
Align the event with the booming construction and hospitality industries in Saudi Arabia, providing tailored solutions to meet market demands.
Challenges
New Market Entry: Despite the success of INDEX in Dubai, INDEX Saudi Arabia was entering a different market with unique cultural and business dynamics.
Increased Competition: As Saudi Arabia rapidly develops, more international and regional exhibitions compete for attention.
COVID-19 Impact: Hosting an event post-pandemic required strict safety measures and reassurance to exhibitors and attendees about health protocols.
Strategy
Localized Market Research and Positioning
To ensure relevance in the Saudi market, extensive research was conducted to understand the specific needs of the Kingdom’s burgeoning interior design and construction sectors. This included:
Identifying key growth areas in Saudi’s Vision 2030, particularly hospitality, real estate, and commercial development.
Targeting local suppliers and companies while also attracting international exhibitors seeking opportunities in the Saudi market.
The event was positioned as a must-attend exhibition for professionals looking to capitalize on the Kingdom’s rapid infrastructure development and interior design projects.
Targeted Digital and Traditional Marketing Campaign
A multi-channel marketing campaign was deployed to promote the event, using a mix of:
Digital Marketing: Social media campaigns, email marketing, and search engine marketing were employed to create awareness among targeted audiences. LinkedIn and Instagram were key platforms for engaging with designers, architects, and suppliers.
Traditional Media: Strategic advertisements in leading regional industry publications, as well as out-of-home advertising in key Saudi cities like Riyadh and Jeddah, raised awareness among local audiences.
Influencer Engagement: Prominent interior designers and architects in Saudi Arabia were engaged to promote the event, generating buzz and credibility.
Robust Health and Safety Protocols
In response to ongoing concerns regarding COVID-19, the event was hosted with strict health and safety measures in place. This included socially distanced exhibit spaces, regular sanitization, and the option of virtual participation for international exhibitors who could not attend in person.
Strategic Partnerships and Industry Support
INDEX Saudi Arabia built relationships with key organizations, trade associations, and government entities to boost the credibility of the event. Partnerships were established with:
Saudi Contractors Authority and Saudi Council of Engineers to align the event with the Kingdom’s broader economic goals.
International trade bodies to attract global exhibitors who wanted to establish a foothold in Saudi Arabia’s growing market.
These partnerships helped shape the event's content and ensure that INDEX Saudi was positioned as a valuable, industry-leading platform.
Educational Content and Networking Opportunities
To ensure the event was more than just an exhibition, INDEX Saudi Arabia offered a robust educational program, including:
Workshops and seminars featuring industry leaders discussing design trends, sustainability, and project management in Saudi Arabia.
Networking sessions designed to connect buyers, suppliers, and designers, allowing attendees to form business relationships that would extend beyond the event itself.
This educational and networking component was crucial in adding value for attendees and attracting a high-quality audience.
Results
High Exhibitor and Visitor Turnout: INDEX Saudi Arabia exceeded expectations in its first few editions. Over 200 exhibitors from more than 20 countries showcased a diverse range of products and services. The event attracted thousands of attendees, including leading architects, designers, and buyers from the region.
Strong International Presence: The event successfully positioned itself as a global hub for the interior design and construction industries, with international brands and suppliers tapping into Saudi Arabia’s booming market. This resulted in new business deals and partnerships formed at the event.
Increased Engagement with the Saudi Market: Local professionals were highly engaged, with 80% of the attendees being decision-makers from the Kingdom’s design, architecture, and hospitality sectors. This clearly showed that INDEX Saudi Arabia could attract the right audience.
Expanded Industry Footprint: The event helped international brands enter or expand their presence in Saudi Arabia. These brands exhibited and secured significant business leads during the event.
Educational Impact: The workshops and seminars were well attended, with over 1,000 participants engaging in discussions on sustainable design, the future of hospitality in Saudi Arabia, and integrating technology in interior spaces. Feedback indicated that attendees valued these sessions as critical highlights of the event.
Positive Post-Event Feedback: Attendee and exhibitor satisfaction was high, with 90% of exhibitors confirming they would return for the next edition. Attendees praised the event for its organization, relevance, and ability to facilitate meaningful connections within the industry.
Key Takeaways
Localized Strategy: Understanding the nuances of the Saudi market was key to tailoring the event to meet regional demands.
Educational Content Adds Value: Offering high-quality seminars and workshops ensured that the event was seen as not just a trade show but an educational experience, attracting a highly engaged audience.
Partnerships Matter: Strategic collaborations with industry bodies and influencers helped elevate the event’s credibility and reach.
Health and Safety First: Implementing robust protocols reassured attendees and exhibitors, enabling a successful in-person event despite pandemic concerns.
The successful execution of INDEX Saudi Arabia solidified its place as a premier event in the Kingdom’s interior design and construction sectors. By aligning the event’s offerings with the goals of Vision 2030, leveraging strong partnerships, and executing a targeted marketing strategy, INDEX Saudi Arabia was able to exceed expectations for both exhibitors and attendees. The event continues to grow as a vital platform for businesses looking to thrive in one of the world’s fastest-growing markets for interior design and construction.
Ready to create an event that makes an impact?
Let’s talk about how we can make your next event a success.