In every business, regardless of its scale, identifying and reaching the target market is crucial for expanding its services or products. Market research typically falls into two categories: some businesses cater to a broad audience, while others have a specific target audience and demand.
The advent of digitalization has simplified traditional marketing, benefiting both vendors and customers. Internet marketing, a product of digitalization, has become dominant worldwide.
In this context, we encounter an internet marketing company named MEC Workshop. Established in 1996 in Beirut, MEC Workshop offers clients a range of internet marketing services, including online marketing, digital apps, e-commerce, NFT marketing, tokenization, and more, coupled with insightful on-ground marketing strategies.
In this interview with Monica Chikhani, the Founder and Managing Director of MEC Workshop, we delve into the company’s growth trajectory and its journey through obstacles and challenges.
What do you perceive as the obligations of an entrepreneur?
In my view, an entrepreneur embodies versatility within a company, taking on roles ranging from accounting to business development, creative direction, strategic planning, and salesmanship. They adeptly navigate various responsibilities to ensure the smooth operation of their business and the attainment of its objectives. Additionally, an entrepreneur serves as a mentor to their employees, fostering a positive atmosphere and inspiring them to align with the company’s vision.
Can you provide an overview of your professional journey?
My entrepreneurial voyage commenced in 1996 when I established a modest office within my father’s firm. Despite lacking capital, I was undeterred in pursuing my entrepreneurial aspirations. Fast forward 26 years and the journey with MEC has been a testament to perseverance amidst challenges. Through continuous skill development and a steadfast belief in MEC’s vision, I navigated setbacks, leading by example and instilling a resilient mindset within the team. By fostering strong bonds and demonstrating that success is achievable through skill, action, and unwavering belief, I cultivated a thriving team that weathered every storm.
What do you consider as the major accomplishments of your entrepreneurial journey?
The cornerstone of my entrepreneurial journey lies in my unwavering discipline. Maintaining focus and dedication, especially in a self-directed environment, has been pivotal in shaping my success. By embodying a multifaceted role encompassing aspects of a Creative Director, Client Relationship Manager, Business Development Executive, and more, I ensure that every interaction adds tangible value and solutions. This comprehensive approach has forged my unique identity, fostering trust and credibility with clients without the need for follow-up promises.
How do you nurture your team? What sets your team apart?
My team is akin to family, characterized by strong emotional bonds that foster a sense of belonging and loyalty. Recognizing and championing even the smallest achievements and nurturing individual career aspirations cultivates a supportive environment where every team member feels valued. This unity and shared vision empower us to tackle challenges with a solution-oriented mindset, viewing setbacks as opportunities for growth. By instilling a culture of fearlessness and resilience, the MEC Workshop team consistently exceeds expectations and delivers exceptional results.
What advice do you have for aspiring entrepreneurs?
My advice to budding entrepreneurs is to prioritize becoming great leaders. True leadership is demonstrated by leading through action and setting an example for your team. Personally, I immerse myself in every aspect of my team’s work, from setting the direction to executing tasks alongside them.
The Company-
Can you provide an overview of MEC Workshop?
MEC Workshop was established in Beirut in 1996, with humble beginnings and zero capital. Initially operating from my father’s firm, I assumed various roles ranging from accountant to salesperson and graphic designer. The company’s breakthrough came with the launch of the Badaro Phone book, which facilitated numerous client acquisitions. As the business expanded, I collaborated with freelancers and leveraged emerging technologies such as dial-up internet and phone calls.
Challenges arose with our innovative business proposition, which was ahead of its time. However, our foresight proved beneficial when the COVID-19 pandemic hit in 2020, prompting a sudden shift to remote work. MEC Workshop seamlessly adapted to the new norm, leveraging technology to replace in-house agency teams for companies facing budget constraints. Today, with over 26 years of experience, MEC Workshop has evolved into a global entity with offices in Lebanon, UAE, and KSA, serving a diverse clientele ranging from multinational corporations to startups.
What were the initial hurdles you encountered?
My foremost challenge was establishing effective communication channels within the team. Given the limited technological resources in the early 1990s, such as basic dial-up internet, ensuring seamless communication and timely feedback posed a significant challenge.
What pivotal moment catalyzed the company’s growth?
The turning point for our company was winning the Asian Football Cup logo project through a global pitch. Our logo design secured the first prize and was prominently featured across various media platforms, including TV and below-the-line materials. This success catapulted MEC Workshop into the spotlight and opened doors for prestigious projects like the Coca Cola Asian Football Project, further enhancing our reputation. Additionally, receiving recognition for the project’s quality and achievement bolstered our credibility in the industry.
The Products/Services-
What are the primary offerings of the company, and how do they differentiate from competitors?
Our company’s product and service offerings are dynamic, tailored to meet evolving customer needs and market trends, setting us apart from competitors. Initially focusing on below-the-line (BTL) marketing services, we differentiated ourselves by adopting a hands-on approach, hence the name MEC Workshop. Over time, we diversified into experiential marketing, providing unique customer experiences that foster strong emotional connections with brands.
Today, our core services encompass online marketing, including digital, e-commerce, and emerging trends like NFT marketing and tokenization. Coupled with our expertise in on-ground marketing and robust market research capabilities, our initiatives remain firmly customer-centric, setting us apart in the market.
The healthcare sector presents unique challenges due to its complexity and sensitivity. How does your company address the diverse needs of patients and clients in this industry?
Indeed, healthcare is a multifaceted and delicate field, distinct from conventional consumer goods marketing. At MEC Workshop, our approach is deeply rooted in customer-centricity, emphasizing a thorough understanding of patient needs, frustrations, and expectations. We prioritize testing solutions internally before presenting them to clients, adhering to the principle that if we wouldn’t use a product ourselves, we won’t endorse it.
Establishing genuine connections is paramount in healthcare marketing, fostering insights and knowledge that drive client growth while prioritizing patient well-being. Sadly, the pandemic witnessed opportunistic practices from some agencies, which ultimately harmed patients and communities. In this industry, ethical and impactful marketing strategies are essential for achieving mutually beneficial outcomes for all stakeholders involved.
What is your perspective on the healthcare sector’s digitization efforts?
Embracing digitization and AI is crucial in today’s healthcare landscape. Organizations that fail to adapt risk losing valuable assets, investors, and clients. However, it’s equally vital to preserve the human touch in patient-doctor interactions, as these moments of care are deeply significant.
This emotional connection fosters comfort and reinforces our humanity, a trait no amount of technological advancement can fully replicate. While digitization enhances efficiency and accessibility, maintaining human empathy remains paramount.
How do you strategize the company’s future direction in terms of products and services?
Our decision-making process for product and service development relies heavily on research and data analysis. Presently, we’re focused on advancing Meta advertising and marketing techniques while retaining MEC Workshop’s hallmark customer-centric, personalized approach.
