It has been a bit of an uphill struggle for Gillian Black and Thomas Cassar Torregiani when it comes to promoting Maltabusinessexpo.com.
Overseas, the concept of an online expo is well established in sectors like oil and gas, and hospitals. But what they are trying to do here is possibly the first time the concept is being applied to an entire country – and it is entirely new to the Maltese.
Perhaps it is easier to explain the concept by what it is not: The portal, which offers a virtual ‘stand’ to companies looking for business, is not a business directory (although the intention is to print one annually to complement the online presence). Think of it, rather, as taking part in a trade fair but with the possibility of reaching virtual visitors from all over the world, with a round-the-clock presence.
Unlike a directory, depending on the level of ‘stand’ purchased, the company can have photos, a latest news section, a live chat link and even a three-minute corporate video (which Maltabusinessexpo.com owner Lighthouse Group can of course help with, for a good rate).
And unlike the company’s own website, this portal will use Search Engine Marketing (as opposed to Search Engine Optimisation) to push the content to anyone doing an online search, which they promise will be much more effective than anything companies could achieve on their own.
The portal is split into various sections. Lighthouse is currently trying to pin down government entities, while 22 membership organisations ranging from the Malta Chamber of Commerce, Enterprise and Industry to Finance Malta have also endorsed it, which will entitle their members to a discount. There will also be an information centre with relevant news updates as well as recruitment services.
The services and industry section will be split into 27 sectors and Ms Black and Mr Cassar Torregiani have already signed up some big names since they started pushing the site, hoping to get 250 by the time the portal launches officially in May, and 500 by year-end, by which time the focus would have moved on to signing up SMEs.
While the basic stand is free, the premium one costs €1,500 per annum, which they believe is well worth the cost.
“We have been getting a mixed reaction as this is new for the Maltese. But ultimately, once they see the plans, companies tell us that they can see that it adds value to their marketing strategy,” Mr Cassar Torregiani said.
“It is also important to appreciate the impact that this will have on marketing Malta as a whole, and on bolstering their own presence and offering with that of the ancillary services and clusters available on the island,” he added.
Ms Black understands that companies will always need to have a physical presence at fairs and to take part in trade missions.
“This virtual expo is not there to replace their marketing strategy but to complement it. It enables them to make a pitch to people that they would otherwise not get the chance to meet in places they might never get to. And they get a few year of 24/7 presence, all for less than they would pay for an online advert in an international magazine.”