Mr. Madhav Singh, Managing Trustee, and Head Marketing Committee ISF-2020
Q. You have been appointed the Secretary-General of IUSF (International Union for Surface Finishing), the parent body of the global surface finishers’ fraternity. It must be a very product achievement for MFAI?
Yes, it was not only a proud moment for MFAI, but also the nation, as it is the first time in history that India has been represented in the Executive Council of IUSF. In a manner of speak, IUSF Secretariat has moved to India.
Q. In association with IUSF, MFAI also co-organized the APAC Interfinsh 2018 in Shanghai from 31 Oct – 2 Nov. How was that experience? How big a delegate did you lead from India? And what were the takeaways from the event?
The Indian delegation to this international event comprised of the President of MFAI, Mr. Sunil Goel and I. Our focus was on the IUSF election process for the Executive Council post, which thankfully, we won. So our purpose was realised.
APAC Interfinish 2018 conference was well attended and threw up interesting and divergent discussions on surface finishing. They had a good facility for translation of foreign language speeches into other languages. This was our major takeaways. There is always scope to improve upon exhibitions.
Q. Preparations must be full swing on for your flagship national conclave, the Indian Surface Finishing (ISF)-2020 slated for Mumbai in February. How are the responsibilities divided among the governing council members?
Yes, preparation is in full swing for ISF 2020. The Governing Council has been divided into different committees and each committee comprises five to six members, who have been given specific responsibilities. The committee is headed by a senior member who coordinates with the team.
Q. How does MFAI appoint its Governing Council members, each year?
It is done democratically through an election process.
Q. How many exhibitors and sponsors have confirmed their participation in 2020, how do these numbers tally with last year’s?
The most important aspect is that for the first time IUSF Executive Council Meeting will be held in India, during ISF 2020. IUSF Council comprises of representative members from Japan, China, South Korea, India, Hong Kong, and Australia.
Delegates from Japan have confirmed their participation at the conference. We expect delegates from China and other countries as well during ISF-2000 in February.
Q. What was the response to the 26th Certificate Course in September this year in terms of student enrollments and earnings? Again, how do these numbers compare to last year’s?
Response to the Certificate course was excellent, although the number was almost the same as last year. However, it’s important to note that this certificate course is organized by MFAI as social responsibility towards the surface finishing fraternity and not for making money. We spend almost five to six times more on each participant compared to the nominal fee we charge.
The certificate course program is organised by MFAI as social responsibility towards the surface finishing fraternity and not for making money. We spend almost five to six times more on each participant compared to the nominal fee we charge.
Q. As a marketing head, what kind of media spend are you looking at this year to promote ISF-2020, compared to the spends in 2019 and what is your marketing mix – percentage spends targeted at the TV, print, outdoors, social media, mobile and internet?
ISF 2020 is an event for showcasing industrial products, hence meant for a specific target audience. Direct contact with industrial consumers, consultants, manufacturers also plays an important role in this. Our major expenses are on roadshows and print media (Catalogues). Social media, mobile, and internet are on the increase this year.
