UFI Marketing Focus Meeting - Amsterdam 2009 - George Ammerlaan

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Tools: new ways for attendee communication
By: George Ammerlaan, Director Benelux, Hong Kong Trade Development Council, Amsterdam, The Netherlands

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UFI Marketing Focus Meeting - Amsterdam 2009 - George Ammerlaan

  1. 1. Asia’s 1st Integrated Mobile Campaign for Exhibitions 1
  2. 2. Agenda  Background of HKTDC  Market Trend  Asia’s 1st Mobile Campaign  Result  Benefits & Conclusion 2
  3. 3. Background of HKTDC  The official agent in Hong Kong for promoting Hong Kong’s trade with the world since 1966  Over 30 world-class trade fairs a year in Hong Kong  8 are Asia’s No.1  3 are World’s No.1: - Hong Kong Gifts & Premium Fair - Hong Kong Watch & Clock Fair - Hong Kong Electronics Fair (Autumn Edition)  The only laureate in Asia of the UFI Operations Award 2009  Bronze Award winner under the "mobile" category in the Digital Media Awards 2009 Hong Kong Watch & Clock Fair Hong Kong Electronics Fair (Autumn Edition) Hong Kong Gifts & Premium Fair 3
  4. 4. World’s No.1 - Hong Kong Watch & Clock Fair Ranking of Trade Fairs in World (Watch) No. of exhibitors 800 708 600 573 400 182 200 0 Hong Kong Baselworld JCK, Las Vegas Watch & Clock Fair 4
  5. 5. World’s No.1 - Hong Kong Gifts & Premium Fair Ranking of Trade Fairs (Gifts) No. of exhibitors 5,000 3,983 4,000 3,451 2,900 3,000 2,000 Hong Kong Premiere, New York Gifts & Premium Fair Frankfurt International Gifts Fair 5
  6. 6. World’s No.1 - Hong Kong Electronics Fair (Autumn Edition) Ranking of Trade Fairs (Electronics) No. of exhibitors 4,000 2,852 2,700 3,000 2,000 1,164 1,000 0 Hong Kong The International CES, IFA, Berlin Electronics Fair Las Vegas (Autumn Edition) 6
  7. 7. Potential to Become Largest in the World –Fashion, Jewellery Trade fairs HKTDC Trade fairs 3,000 2,600 2,360 2,000 1,450 1,421 1,000 0 CPD, Hong Kong HK Jewellery Hong Kong Duesseldort Fashion Week & Watch Fair Int’l Jewellery for Fall/Winter (CMP) Show 7
  8. 8. Speedy Recovery 2009 HKTDC Trade Buyers 10.00% 6.22% 5.00% 1.22% Q1 (Jan-Mar) 0.00% Q2 (Apr-Jun) Q3 (Jul-Sep) -5.00% -10.00% -9.10% 8
  9. 9. UFI Report: HK is Regional Leader in Terms of Average Revenue Per Fair Trade fair markets by estimated revenues, 2008 Average revenue per No. of exhibitions Estimated annualised fair identified revenues (US$) Hong Kong 4,078,546 81 330,362,250 China 2,706,170 493 1,334,142,000 Japan 2,069,387 360 744,979,250 Thailand 2,045,944 71 145,262,000 Malaysia 1,561,447 47 73,388,000 Taiwan 1,316,899 62 81,647,750 Korea 1,280,822 146 187,000,000 Singapore 1,244,609 69 85,878,000 India 1,232,332 131 161,435,500 Macau 1,077,141 16 17,234,250 Indonesia 1,051,988 41 43,131,500 Australia 1,046,671 165 172,700,750 Vietnam 885,941 47 41,639,250 Pakistan 724,930 25 18,123,250 Philippines 444,714 35 15,565,000 Total 1,929,843 1,789 3,452,488,750 Source: BSG research & analysis 9
  10. 10. UFI Report: HK Ranks No. 2 in Terms of Average Size Per Fair in the Region Trade fair markets by estimated net square metres sold, 2008 Average size per fair No. of exhibitions Estimated annual size in m² identified in m² China 15,512 493 7,647,500 Hong Kong 9,676 85 822,500 Taiwan 7,395 62 458,500 Thailand 6,320 71 448,750 Japan 5,713 360 2,056,750 India 5,294 131 693,500 Korea 5,108 146 745,750 Malaysia 4,750 47 223,250 Macau 4,141 16 66,250 Indonesia 3,927 41 161,000 Singapore 3,322 69 229,250 Australia 3,092 165 510,250 Vietnam 2,995 47 140,750 Pakistan 2,570 25 64,250 Philippines 2,300 35 80,500 Total 8,003 1,793 14,348,750 Source: BSG research & analysis 10
  11. 11. A Total Solution Approach Exhibitions + Publications + Portal = A quality, effective, one-stop international platform for buyers and exhibitors 11
  12. 12. 2008/09 HKTDC’s Total Self Generated Gross Income: € 187 million Gross Income: Production Service Promotion Promotion 9.9% Technology 1.4% Promotion 2.1% Research and SME services 0.6% 70% from Business exhibitions Matching 0.4% International International Promotions, Exhibitions Corporate 70.4% Marketing and Communications 0.5% Publications and E-commerce 14.7% 12
  13. 13. Market Trend – Changing Behaviour “ Advances in technology mean that people are now using mobile devices for much more than just voice communication and text messaging; they now use them for web browsing, search, travel directions and more …” Chief Marketer (online resource) 13
  14. 14. New Force Not to be Missed: Mobile Research company eMarketer predicts: Advertising spend via mobile 2010: € 13.2 billion 2007: € 1.8 billion 14
  15. 15. Asia’s 1st Integrated Mobile Campaign for Exhibitions - Launched Mobile Info Site for 32 fairs (trade & public) - Partner with all 5 mobile operators in HK - Operators waive all charges to end-users - Exclusive to HKTDC 15
  16. 16. Strategies 1. Countries – SMS to inbound international roamers from 30 pre-selected countries (in French, Japanese, etc) 2. Locations – Location-based SMS to users in designated locations: a) Companies in certain areas (e.g. Jewellery Show, Toy Fair) b) Venues of fairs staged by other organisers 3. Background –SMS to users registered under corporate/SME accounts 16
  17. 17. Strategies 4. Mobile devices – SMS to buyers using high-end mobile devices (e.g. Blackberry, iPhone) 5. Interest - banner ads in special interest sites (e.g. finance channel) to recruit business people 6. Shortcode – print ads with shortcode (e.g. 63900701) offering free m-coupons 17
  18. 18. 18 3. Finish the pre-registration Register Anywhere, Anytime 2. Enter your email address 1. Click the "Pre-registration" banner
  19. 19. Access Fair Info Anywhere, Anytime 19
  20. 20. Video Demo 20
  21. 21. Advantages Over Traditional Media 1. More targeted 200 2. Higher penetration: mobile: 170% 150 2.5G & 3G: 64% 100 3. Measurable 170 50 79 4. Actionable 0 Mobile Household penetration rate (%) broadband Data: OFTA August 09 22
  22. 22. Result – Positive Media Coverage 23
  23. 23. Result – More Buyers, Expanded Database 13,434 buyers pre- registered via mobile 4,300 buyers showed up 24 24
  24. 24. Low Acquisition Cost, Measurable 2009 Cost per pre-reg (EUR) HK Toys & Games Fair, January 7.5 HK Fashion Week FW $4.9 HK Int'l Jewellery Show $12.5 HK Electronics Fair (Spring Edition) declining by HK Houseware Fair 63% $8.9 $5.0 ! HK Gifts & Premium Fair $2.8 HK Fashion Week SS $5.2 Summer Sourcing Show, July 2.8 Acquisition cost dropped by 63% 25
  25. 25. Demo by Chief Executive of HKSAR Chief Executive of HK used the mobile site to search for a book, located the booth and made a purchase! 26
  26. 26. Proactive, Targeted & Cost Effective 1. Convenient & free: - all charges waived by operators to end-users - buyers opt-in anywhere, anytime 2. Expand database: - acquire potential buyers not in HKTDC’s existing database 3. Strong brand presence: - ensure presence in the mobile environment - exclusive to HKTDC 4. Measurable & cost effective: - real-time traffic reports - instant action can be taken 27
  27. 27. Conclusion 1. Asia’s 1st integrated mobile campaign for exhibitions 2. Drive up buyer attendance under economic downturn Industry average: approx. 15% - 20% drop HKTDC: from 9% drop in Q1 to 6% increase in Q3 3. Drive down cost: euro 2.8 per buyer 4. Set new standard for the industry 28
  28. 28. Thank you !

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