ARABLAB LIVE 2024: Analytical lab innovations and marketing strategies
ARABLAB LIVE is an annual tradeshow that draws major international manufacturers – such as Thermo Fisher Scientific, Emphor, METTLER TOLEDO and PerkinElmer – distributors, investors and laboratory professionals from diverse industries, including agriculture, robotics, biotechnology and food testing. kdm’s very own digital marketing manager, Audrey Jestin, took a day out of her busy schedule to discover what all the buzz was about…
The growing laboratory industry in the Middle East
Africa and the Middle East, especially the United Arab Emirates (UAE), have become major players in the laboratory industry over the last 10 years. The laboratory services market in these regions is expected to continue to expand, and is forecast to reach USD 473 million by 2029 at an impressive CAGR of 12.6 %.1 Sustained growth like this is usually accompanied by a surge in demand for state-of-the-art equipment and services, representing a great opportunity for lab suppliers. This scenario, of course, also provides many possibilities from a marketing perspective, so I was keen to explore the landscape and meet some new faces in the process.
Marketing insights from the exhibition
Under a blazing 38 °C UAE sun, I made my way to the Dubai World Trade Centre for the exhibition. Here, I had the chance to interact with many executives and marketing professionals who were open to discuss the latest industry trends. For example, I uncovered that many small to medium-sized enterprises are putting a chunk of their marketing resources into digital strategies – Google Ads and lead generation activities especially – but still appreciate the importance of face-to-face meetings for nurturing relationships and improving trust. Similarly, larger companies are also embracing PR, content creation and tradeshows, highlighting that personal relationships are still very relevant even in an increasingly virtual world. The diversity of booths at ARABLAB LIVE 2024 was also striking, with well-known brands showcasing their creativity and investment in elaborate, eye-catching displays that sometimes overshadowed some of the offerings from smaller exhibitors.
A sweet end to the day
After a busy day of networking and exploring the buzzing lab industry at ARABLAB LIVE, I couldn’t resist a quick detour to ISM Middle East – a confectionery and savouries trade show – happening right next door. The mouth-watering creations on display were simply irresistible and, of course, I indulged in some delicious samples to top off an already eventful day.
References
- Data Bridge Market Research. (2022). Middle East and Africa Analytical Laboratory Services Market – Industry Trends and Forecast to 2029. https://www.databridgemarketresearch.com/reports/middle-east-and-africa-analytical-laboratory-services-market. Accessed October 1, 2024.
