BFM 89.9
The Business Station
Marketing The MICE Industry: Why General Marketing Fails B2B Events
28 mins·10:00, 19 Mar 2026
Marketing The MICE Industry: Why General Marketing Fails B2B Events
28 mins
·
10:00, 19 Mar 2026
·
Recommended
Guest: Melissa Quek, Co-Founder, MET Communications, Ethan Ng, Co-Founder, MET Communications
When the pandemic decimated the events industry in 2020, Melissa and Ethan found themselves retrenched. With just RM500 and no grand ambitions, they banded together to survive. Six years later, their survival plan has evolved into MET Communications (MetComms)—a highly profitable, mid-to-high six-figure boutique marketing agency. Their specialty? Putting "bums on seats." Unlike general creative agencies that focus on vanity metrics, MetComms specializes exclusively in driving targeted registrations, delegates, and sponsors for large-scale B2B business events, conferences, and exhibitions across Southeast Asia.
Co-founders Melissa and Ethan join us in the studio to discuss the ups and downs of running a lean agency, the mechanics of marketing to highly niche B2B audiences, and the psychological battle of trusting junior staff so the founders can finally stop "doing the work."
Presenter: Audrey Raj
Producer: Audrey Raj, Carol Wong
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