Investing in communication: Unlocking business potential in Dubai
Chasing the dream of fast and easy success, many entrepreneurs rush to new, seemingly promising markets. However, the reality of Dubai is far more complex, requiring a deep understanding of local conditions and thorough preparation. Without a conscious approach and careful analysis, one may face unexpected difficulties that can not only slow down business development but also lead to significant losses. Evgeniia Krasnoiartseva, co-founder of the 7MARCH agency, has found the key to overcoming these challenges — the kind of networking popular in Russia in 2010.
My journey into the business world began with a profound passion for cinema. From the age of 18, I immersed myself in this industry, working on film and TV series promos. Each day opened new horizons, and every project became a step towards my dream. My career at Rambler Group was a real breakthrough. This large holding company owned by Alexander Mamut encompassed numerous cinema assets: Afisha magazine, Rambler Kino portal, Formula Kino and Cinema Park cinema chains, and the Okko online cinema. Working there provided me with invaluable experience interacting with the entire film industry. At Rambler Group, I was involved in developing an internal startup, helping to promote films and series, and consulting on entering the film market. It was thrilling, but gradually, the desire to create something of my own, where I could fully realise my potential and work according to my own rules, grew stronger.
In 2018, my dream became a reality — I founded the 7MARCH agency. The name came about spontaneously but perfectly reflected our philosophy. The seventh of March is what we call the mood that arises in anticipation of an important day. That special feeling when the final touches remain, when you run through the scenario of the next day in your head and eagerly await its arrival.
In the early years, we actively developed in Russia, working with streaming platforms and film distributors. We created posters, trailers, organised special projects and events — everything related to promoting new releases in the film industry. Our slogan was "Experts in Cinema", and it was true. Years of working in the industry gave us a deep understanding of the market and its processes.
However, life took an unexpected turn. Two years ago, we decided to enter the Emirates market. This decision radically changed the company's development vector. My story with the Emirates began long before starting a business there. I first visited in 2008 when I was only 14. Even then, this country captivated me so much that I firmly decided I would one day tie my life to it. This desire was so strong that at 19, I took a desperate step. I quit my well-paid position as deputy director at the Formula Kino cinema chain in St. Petersburg and flew to Dubai to look for work. At the time, I didn't know how it would all turn out, but I already felt I was making the right choice. This act truly changed my life. It showed how strong the desire to achieve a goal can be and how important it is to follow your dream, even if others consider it crazy. Looking back now, I realise that it was that impulsive step that laid the foundation for my current business in the Emirates.
Initially, I was enchanted by the idea of an Arabian fairy tale — it seemed easy to achieve success and earn millions here. However, reality proved more complicated. At first, I was so carried away that I didn't notice the pitfalls. We faced difficulties: differences in the banking system, taxation, business registration, and a completely different labour market. We had to learn from our own mistakes, which come at a high cost in the Emirates. Now I understand how important it is to approach entering a new market consciously and in a structured manner. One should not blindly believe the stories of "info-businessmen" who promise easy success. Each step requires thorough analysis and preparation.
Gradually, we adapted to the local market. We conducted thorough research and expanded our range of services. Now, 7MARCH deals not only with film promotion but also digital marketing, SMM, and special projects for companies in the Middle East. Today, the company's mission is to be a conduit for businesses from the CIS in the Emirates market and vice versa. We help them adapt to local specifics and find the right marketing tools. At the same time, we work in the opposite direction — promoting Emirati brands in Russia and CIS countries.
One of the most interesting projects now is promoting Yas Island. We represent this entertainment island in Abu Dhabi in the CIS markets, manage their social media, and organise special projects with bloggers. Working on this project fills me with genuine delight — it's as if a childhood dream is coming true. When we first visited Yas Island with the team, I was stunned. Standing in the Warner Brothers Park, I could barely hold back tears. If little Zhenya knew that one day she would work on such large-scale projects, she would be happy. Despite the scorching heat of 45 degrees Celsius, we enthusiastically explored all the attractions and locations. Now our task is to tell the audience in Russia and CIS countries about this amazing place. We develop creative strategies, manage social media, organise special projects, which allows us to fully unleash our creative potential.
It's surprising how my attitude towards working with government agencies has changed. In Russia, I avoided this area, considering it boring and bureaucratic. In the Emirates, however, government projects have become a source of inspiration for me. The local authorities are open to new ideas and ready for bold creative solutions. We are now actively cooperating with the tourism authorities of Dubai and Sharjah, which provides enormous scope for creativity. The authorities here understand the importance of effective communication with various audiences — from tourists to the business community. In addition, we plan to work on promoting religious tourism in Saudi Arabia. This is a complex and interesting project that requires a deep understanding of cultural features.
However, working with Arab partners has its own specifics. It is important to understand the peculiarities of the local business culture. When they say, "it's a deal" or "we're launching tomorrow", it doesn't always mean an immediate start of work. One needs to learn to distinguish between local politeness and a real readiness for cooperation. After two years of working in the Emirates, we realised it's better to wait for official confirmation and a signed contract before starting anything. This is a feature of the Arab market that one needs to get used to. At first, such an approach may be irritating, but over time, you begin to understand the logic of local partners.
Despite all the difficulties, I remain optimistic. The Emirates is a huge, actively developing market with a wealth of opportunities. Here, you can grow along with the industry, constantly discovering something new. And even if the path is not always easy, each obstacle overcome makes us stronger and wiser. My main advice for entrepreneurs planning to enter the Emirates market is to learn from others' mistakes. Here, they come at too high a cost. Be sure to consult with experts who have experience working in the region. And remember, people here are the main asset. Networking plays a huge role in business development.
This market can be compared to Russia in the early 2010s. Here, everyone is open to communication, ready to share experiences and find common ground. You can easily find yourself at the same table with major entrepreneurs, discussing cooperation opportunities. This creates a unique atmosphere where every meeting can be the beginning of a new successful project. Of course, everyone has their own definition of success. But for business, it is primarily financial indicators, market influence, and implemented projects. We evaluate our achievements based on customer feedback, quality of work, and, of course, profit. This is an honest approach that allows us to objectively assess our progress.
Of course, the path of an entrepreneur is not strewn with roses. There are moments of disappointment, a decline in strength, when it seems that everything is going wrong. But it is at such moments that I recall the lesson I learned as a child: it's okay to make mistakes. My mother always said that failures are a part of life, and it's important not to be afraid of them but to learn from them. This approach helps a lot in running a business. Understanding that mistakes are inevitable but that they make us stronger allows us to cope with difficulties and move forward. This is especially important in a new market where every day brings new challenges.
Now, when 7MARCH is firmly on its feet in the Emirates, we look to the future with optimism. Our plans include expanding our presence in the Middle East. The markets of Saudi Arabia, Qatar, and Bahrain are particularly interesting. By the end of this year, we plan to actively explore opportunities in Saudi Arabia. At the same time, we don't forget our roots and main area of activity. Working with cinema, media, and creative projects remains our passion. We strive for cooperation with major market players such as Starzplay, Shahid, and Netflix, hoping to bring our experience and creativity to their projects.
It is important to note that the Emirates market differs significantly from the Russian one in terms of the development of streaming services and content production. Here, this industry is at a different level. Perhaps this is due to the fact that many content needs are met by neighbouring countries, such as India. This forced us to reconsider our strategy. We realised that if we stubbornly stick only to film projects, we risk being left without work. We had to conduct a thorough market analysis, study the needs of local companies, and expand our range of services.
Now we position ourselves as an agency specialising in digital marketing for the Middle East market. This includes developing marketing strategies, managing social media, and creating special projects. At the same time, we don't refuse to work with cinema if interesting projects in this area arise. This approach has allowed us not only to stay afloat but also to find new opportunities for growth. We discovered that many local companies are interested in entering the CIS markets, and our experience proved to be in high demand.
For example, we are currently working on promoting UAE tourist destinations in Russia and CIS countries. This is an interesting task, considering the current geopolitical situation. We have to look for creative solutions to bypass existing restrictions and convey information to the target audience.
In Russia, I was used to relying on formal communication channels, but in the Emirates, I quickly realised that many issues are resolved over a cup of coffee or during a casual conversation. Working here has taught me to value networking like never before. At the crossroads of cultures and businesses, personal connections take on special significance. Each meeting can be the beginning of a new project, each conversation a source of valuable information. The Emirates is a place where traditional Arab hospitality is combined with the dynamics of modern business.
I remember my first networking event in Dubai. I came with a clear plan: to hand out business cards, talk about the company, and find potential clients. But everything didn't go according to the script. Instead of formal presentations, people just talked, shared experiences, and discussed life in the Emirates. At first, this was confusing, but then I realised this is how business relationships are built here.
Gradually, I learned to navigate this environment. I began to listen more, ask questions, and show genuine interest in the people I was talking to. And the results were not long in coming. After one such meeting, we landed a major contract to promote a tourist destination. This happened not because I was actively selling our services, but because I was able to establish a trusting relationship with the client's representative. This experience showed me that in the Emirates, business is primarily about relationships between people. What matters here is not only what you can offer but also what kind of person you are: whether you can listen, whether you are willing to help, how reliable you are as a partner.
Another important discovery: in the Emirates, there is no clear line between work and personal life. Business partners often become friends, and friendly ties grow into business projects. Therefore, it is important to be open and ready to communicate in any situation. Once I struck up a conversation with a neighbour at a cafe table, and it turned out that he worked for a large media company. We exchanged contacts, and a couple of weeks later, he invited us to participate in a tender for creating an advertising campaign. We won that tender, and now it's one of our key clients.
Such stories are not uncommon here. The Emirates is a place where opportunities literally hang in the air. But to catch them, you need to be ready for constant communication, exchange of ideas, and mutual assistance. Of course, this requires time and energy. Sometimes it seems like you're constantly at work, even when you're just walking down the street or having lunch in a restaurant. But the results are worth it. In two years in the Emirates, I have expanded my network of contacts more than in all my previous years in business.
It is important to understand that networking here is not just about exchanging business cards or adding contacts on LinkedIn. It's about building long-term relationships based on trust and mutual benefit. People here remember those who helped and are always ready to repay in kind. For example, when we were just starting out in the Emirates, we had difficulties with some paperwork. I shared this problem with one of my new acquaintances, and he not only recommended a good consultant but also personally called him to recommend us. This saved us weeks of work and thousands of dirhams. Since then, I try to help others in the same way when I have the opportunity: I share contacts, give advice to newcomers, and recommend reliable partners. And I notice how this comes back a hundredfold — in the form of new projects, useful acquaintances, and valuable information.
Another important aspect of networking in the Emirates is cultural diversity. Here, you interact with people from all over the world, and each brings something unique. This enriches not only professionally but also personally, allowing you to learn to look at things from different points of view and find common ground with representatives of different cultures. For example, at one event, I met an entrepreneur from India. We discussed the differences in marketing approaches in our countries, and this gave me the idea for a new project. Now we are adapting successful Indian marketing strategies for the Emirates market, and this is bringing great results.
Networking in the Emirates has taught me to be more open and flexible. Here, you can't lock yourself into the framework of your specialisation or culture. The wider the circle of communication, the more opportunities for growth and development. Of course, this approach requires certain skills: the ability to quickly find common ground with different people, to be an interesting conversationalist, to listen and remember important details. But these skills develop quickly with practice.
It is also important to learn to balance active networking with maintaining personal space. In the Emirates, it's easy to get carried away with constant meetings and events, forgetting about time for yourself and your family. I try to allocate certain days or hours for networking and devote the rest of the time to work and personal life.
Another piece of advice for newcomers to the Emirates: don't be afraid to ask for help and advice. Here, this is not considered a sign of weakness; on the contrary, people value honesty and openness. If you don't know something or have doubts about something, ask. Most often, you will receive not only an answer but also an offer of help.
Networking in the Emirates is not only about business but also about life in general. Here, you find not only business partners but also friends and like-minded people. This is especially important when you move to a new country and start from scratch. During my time working in the Emirates, I realised that success here is not only the result of your professional skills but also the ability to build relationships. You can be an excellent specialist, but without a wide network of contacts, it will be difficult to achieve much.
Of course, networking is not a panacea. It will not replace quality work and professionalism, but it can open doors that would otherwise remain closed. It helps to find non-standard solutions, get support in difficult situations, and adapt more quickly to new conditions.
In conclusion, I will say this: if you plan to do business in the Emirates, be prepared to invest time and energy in building relationships. This is not just an addition to work; it is an integral part of it. And believe me, these investments will pay off a hundredfold, opening up new horizons and opportunities for you.
