Expo 2012 opens eight fronts

Rohantha ATHUKORALA

“Lets accept it that Sri Lanka made a statement to the world with Expo 2012 that we are open to business. Even though the event had its own limitations like the faulty air conditioner at the launch, the fact is that the private sector received strong business leads by way of the six hundred foreign delegates came for event. Let's look at the event positively”

Lets accept it, Sri Lanka made a statement to the world that we are open for business with Expo 2012, even though it had its limitations like the faulty air conditioner at the launch that grabbed media attention. Whilst some can say that the shine was taken off the event due to the very uncomfortable launch event which may be true, the fact of the matter is that post May 2009, some may have been exposed to only media reports that Sri Lanka was safe for business.

But, Expo 2012 addressed this gap and made the six hundred plus foreign delegates experience the beauty and tranquility of Colombo city together with the two hundred odd media personnel, which in my view was a big win for Sri Lanka.

I am in no way advocating that the shortcomings must be over looked but I feel we as Sri Lankans at this moment of time must view Sri Lanka positively so that we signal the correct vibes globally. BBC had covered some components live whilst Aljazeera had aired three segments dedicated to the event. CNN had also telecasted same which gives us an indication of the exposure that Sri Lanka received. Yes it was not perfect but at least Sri Lanka tried and this should be the spirit in today's competitive world in my view though things could have better given that this was one of the key events globally for a any country.

Working against all odds

My mind goes back to the time when the height of the ground operation against the LTTE was in motion in December 2008. The government decided to stage the 1st Industrial Exhibition in Jaffna so that the south will begin to engage the North and there by avoid the LTTE instigating the people of Jaffna. There were three of us appointed to champion this project. It was a challenging task given that all logistics had to be done by sea or air because the A9 was not accessible at that time due to heavy fighting. The event attracted 304,000 people from the Jaffna peninsular and 168 companies from Colombo.

A Mobitel official stated that a mobile phone at Rs.5000 was not the need for the youth of Jaffna but a 45,000 one. I guess that that was the day that the Private sector realized the potential that Jaffna peninsula had to offer for business growth. Similarly, Expo 2012 also generated this feed back. Like for instance the Kuwaiti delegation mentioned that they never knew Sri Lanka's export product portfolio was so wide.

Let me share one more event that happened during the height of the war. It was in 2008 when a core team of us under the leadership of the Sri Lanka Tourism Bureau championed the 1st ever Hikkaduwa Beach Fest. There was many who bickered that the event will not become a reality as Sri Lanka was under the cloud of terrorism at that time but, the event attracted 17,000 revelers into the beautiful beach stretch of Nari Gama where all hotel rooms were booked in the vicinity during the 5 day event. The event was not perfect but today this event has the potential to carve out a niche in South Asia as the ‘Party Beach’ for a youngster. Similarly, the Expo 2012 in my view is the only the beginning for more iconic events to be staged in Sri Lanka. What is required now is to pick up the learning's from the healthy debate that we see in the media and not get demotivated with adverse publicity that happened due to the faulty air conditioner at the launch.

No 1: First Impression

As the great Malaysian President Mahathir Mohomed mentioned in his last visit to Sri Lanka, the essence of the success of Malaysia is that it took decisions with pragmatism rather than just following western business models. He went on to say that, it is only a Sri Lankan that can feel the vibes of the local community and the culture that it fosters. Hence, what ever decision that is taken must be in this perspective than pleasing global super powers.

Whilst Expo 2012 took place in the background of the uproar of the international community post the Geneva fall out, yet, Sri Lanka was able to attract a commanding global partnership to the event that included some key CEO's coming in their private jet. Whilst this is very positive, the point is that the 1st impression we gave them due to the faulty air conditioner created a negative outburst in the media.

Even though in my view the overall exhibition was a success due to the many sales leads received by the stall holders as well as the very impactful International symposium that took place at Hilton, the perception created at the ‘launch’ totally clouded the event. This was very unfortunate but that is the reality of the world. As the psychologist Shiffman and Kannuk said Perception is more important than reality in today's business world. Lets learn from this fall out and make sure that in Expo 2014, this does not happen.

No 2: High Expectations

I yet remember the 1st lesson I learned in my initial studies of marketing. Do not create too much of expectations before the event as it increase the bar on the customer expectation that sometimes the product cannot deliver. This leads to cognitive dissonance. I feel Expo 2012 feel into this trap.

Starting from the touch point of arrival to the hotel, transport to the venue, greeting at the launch event, seating arrangement, ease of witnessing the launch event, the duration of the event Sri Lanka fell short of the expectation created due to the pre event strong media. This can be a lesson for Expo 2014.

If I may take a parallel when China hosted the last Olympics it down played the pre event media and focused on improving the product and related infrastructure and the attention to detail on execution. China invested a staggering 40 billion dollars fir the Beijing Olympics. Almost 26 billion dollars was spent on improving the Transportation which included railway hubs, new railway lines, improvements to the Beijing subway and Tiajin expressway which actually had no links to the Olympics.

May be Sri Lanka should have done the same and used the Expo 2012 to do a face lift to the infrastructure and may be staged Expo 2012 once BMICH was ready to host such a event. Then we would not have had to erect a make shift building to stage the launch event. Ideally, the Expo 2012 launch event should have been at the main auditorium of BMICH. Sri Lanka must learn this game from world when staging global events. Focus on the macro plan and the detail workings than just working on the targeted event.

No 3: Driving Business

Let's accept it, the essence of Expo 2012 is the Buyer - Seller meetings and the sales leads that were generated. From the feedback that I got from a cross section of stall participants it was very positive. Some even received hard orders. May be we should have spent more on this area by upping the overall impact of a stall and may be having carpeting across the different buildings. The SME building in particular could have got some funding to look better were the comments of the stall holders. End of the day 70% or more exports proceeds come in from the SME sector. May be this is a cue to Expo 2014.

No 4: System Friendly

Whilst some can be critical to the organizes of international events like Expo 2012 and before this IIFA but the reality is that working under the current FR's and AR's in the public sector procurement system can be very tough. I feel If Sri Lanka is keen on becoming a serious venue for international events then we have to stream line the financial regulations and the Administrative regulations so that it will not be a typical public sector organized event. May be its best that a private-public partnership organization be set up to cater such events so that decision making is quicker and scrutiny post the event does not happen due to political reasons or ideology. May be ROI based culture can come in so that its only internal and it does not have to dragged to public eye like like what we saw post the launch event of Expo 2012.

No 5: Infrastructure other than roads

Another emerging fact is that Sri Lanka must invest on infrastructure other than roads so that we can cater to the strategies of the private sector. In this respect the issue of Solid waste management and the soft skill training required to stage international events of this stature should be addressed. This includes high visibility hoarding sites in Colombo. May be we need to take these learnings for the forthcoming Commonwealth Conference that is scheduled to happen in 2013 in Sri Lanka.

No 6: Wholistic Media

At the Expo 2012 Syposium, one speaker from a super power government made some cutting edge statements on the social fabrication of the North East which was strange as it was more a trade event. I guess this is the reality of the world and Sri Lanka must be ready to face this challenge post the Geneva vote. A Nation Branding campaign is a must in my view. This can be either category driven like Tourism and Tea or it can be Nation led. We must address this new challenge positively is my view.

No 7: Sector pavillion

Given that Sri Lanka's sector specific strategies are very developed and in fact are setting trends globally may be we need to have communicated the same ethos at Expo 2012. This could have included the “Ethically Manufactured Apparel”, Ozone Friendy Ceylon Tea, Ceylon Cinnamon, Sri Lanka Handlooms just to name a few. A key pick up to me from the Expo 2012 Symposium was that Ceylon Sapphires can be marketed under the theme Ethical Mining and Polishing. May be this sector specific pavilions can be an idea that can be fleshed out at Expo 2014.

No 8: Inclusive organising

Another insight that came out strongly at Expo 2012 was the stronger support by the chambers. The integration of the chamber support when staging such events which are of international repute must be mandatory. But for this to happen there must be inclusive organizing and inclusive invitation where the hero is Sri Lanka. We must take a que from India on this, where we see that post the event the winner is the country and no one else. May be this is a key learning for Expo 2012.

Conclusion

Hence just because the air conditioner malfunctioned at the launch one cannot come to a conclusion that Expo 2012 from overall sense lost impact. A more wholistic evaluation is required which I guess must be done.

But, did it take way the shine of Expo 2012? May be yes, but the attitude required is to pick up the learnings shape the events that are to be staged in Sri Lanka in the future than look back. Let's also keep in mind that the positive vibes that we demonstrate today will become the image of the country tomorrow.

The above view are the authors own personal views and not the views of the organization it serves in Sri Lanka or Internationally. He is actively involved in the development agenda of the country.