How to Promote Your Business In the Middle East - Before Moving There!

I Recently undertook a micro PR campaign Ahead of The Official Launch of Celine Interior Design, Into The Middle East.

Here’s What I learnt…

For PR Features, Your Story Needs to Be Really Relevant to The Middle East

It’s pretty hard to be credible within any micro niche, without the story directly relating to the country. My client had Middle Eastern heritage and the design firm will be launching in due course, therefore the story naturally resonated.

Secondly, you have to be culturally relevant, and as per any top tier design or interior publication, representing a current international style or trend will see success.

If you’re based in the UK but have secured a business deal within the Middle East, are launching a product or have just completed a project here, then of course you will make instant headway.

As always, quality photography and a great pitch will allow you to build connections.

There Aren’t Many Quality Platforms or Titles - It’s a Smaller Market

Do your research before you approach or pitch to any journalist. Ensure you understand the publication, its cultural values and your position in alignment with their news cycle.

Secondly, it’s worth nothing that if it’s an ‘exclusive’ story, then due to smaller pool of titles you should go after one key publication first.

Pay For Advertorials

Editorial pitches never guarantee placements, however paid for advertorials do.

You will find the rates are currently very competitive in comparison to the UK and of course not as expensive for the most-well known publications with the same names in the US.

Additional benefits include a guaranteed link, social media and newsletter coverage - your editorial placement secures digital marketing opportunities too, and if you have an immediate launch coming up you are instantly reaching your potential customers.

Features are still applicable for promotion across your channels - and showing your international reach and brand appeal is certainly a big tick.

Middle East Coverage

Ensure your story is relevant and your marketing collateral is 100% luxury orientated.

Work With Local Influencers

It’s so easy to quickly identify the right influencers for Middle Eastern partnerships.

Influencers are also experts within their field, therefore do spend time discussing their view on your product or service, alongside securing your much valued content and coverage.

Video coverage showcasing your products in the Middle East is a must alongside photography.

Sign Up and Attend Trade Shows

Many trade shows are held in Dubai, and in the design world and if you’re really keen to expand here, there is no better way to secure contacts and future business through in-person meetings and introductions, here are just a few.

Middle East Design & Hospitality Week

4th June - 6th June, Dubai International Convention & Exhibition Centre

www.thehotelshowsaudiarabia.com/design-and-hospitality-portfolio/

INDEX Dubai

4th June - 6th June, various, Dubai World Trade Centre

www.indexexhibition.com

Downtown Dubai

6th-9th November, Dubai Design Destrict

www.downtowndesign.com

Client Campaign Features

Architectural Digest, AD Middle East

https://www.admiddleeast.com/story/colourful-home-in-london-mayfair-designed-by-noor-charchafchi