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2. EXECUTIVE
SUMMARY
ABOUT
SHOW NAME Café Malaysia 2016
The 2nd International Café Equipment, Supplies & Technology
Exhibition
GUEST-OF-HONOR
Y.Bhg. Dato’ Dzulkifli Mahmud, CEO
Malaysia External Trade Development Corporation (MATRADE)
HOST Malaysia Specialty Coffee Association (MSCA)
VENUE MATRADE Exhibition & Convention Centre (MECC)
SHOW SIZE 4,747 sqm gross
NO. OF EXHIBITORS 102 from 13 countries
NO. OF VISITORS 8,705 from 44 countries
ENDORSED BY Malaysia External Trade Development Corporation (MATRADE)
SUPPORTED BY
Ministry of Tourism & Culture Malaysia (MOTAC)
Malaysia Convention & Exhibition Bureau (MyCEB)
ASEAN Coffee Federation (ACF)
Barista Association of Thailand (BAT)
Philippine Coffee Board, Inc (PCBI)
Lao Coffee Association
Singapore Coffee Association (SCA)
Specialty Coffee Association of Indonesia (SCAI)
Indonesia Coffee Exporters Association (GAEKI-ICEA)
DATE 14th – 16th January 2016
2017 DATES 12th – 14th January 2017
ORGANISED BY CEMS Conference & Exhibition (M) Sdn Bhd
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3. WITH THANKS TO
ALL SPONSORS
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4. THE
EXHIBITION
8,705 Visitors
from 44 Countries
102 Exhibitors
from 13 Countries
Total Sales Generated On-Site /
Under Negotiation / Expected over
the Next 12 Month
RM11.3 million
Or
USD$2.7 million
BY REGION
44
COUNTRIES
Africa : Morocco, Ghana, Kenya, Nigeria, South Africa
Central America : Mexico
Caribbean : Jamaica
East Asia : China, Hong Kong, Japan, Korea, Taiwan
Europe : Belgium, Italy, Spain, Turkey, United Kingdom
Middle East : Iran, Kuwait, Oman, Pakistan, Qatar, Saudi Arabia,
United Arab Emirates
North Asia : Ukraine
North America : Canada, Georgia, United States South East Asia
: Bangladesh, Brunei, Indonesia, Laos, Malaysia,
Philippines, Singapore, Sri Lanka, Thailand, Vietnam
Oceania : Australia, Solomon Islands
South America : Argentina, Colombia, Peru
South Asia : India
Local
90%
Overseas
10%
Overall Visitors
SINGAPORE
48%
INDONESIA
11%
KOREA
9%
VIETNAM
6%
JAPAN
5%
BANGLADESH
5%
UNITED
KINGDOM
4%
AUSTRALIA
4%
THAILAND
4% HONG KONG
4%
Top 10 Visiting Foreign Countries
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5. VISITOR STATISTICS
& ANALYSIS
BY PROFILE
8,705
VISITORS
40% Café
21% Restaurant / Bistro
17% Hotel / Resort
10% Supermarket / Retail Chain / Hypermarket
12% Others (F&B Consultants, Bar / Pub, Importer, Distributor)
0 1000 2000 3000 4000 5000 6000
Others
Specialty Teas / Tea Bags / Tea Leaves
Refrigeration / Cold Storage
Point Of Sales
Labelling / Packaging / Disposable Paper Products
Ice Making Machines
Ice Cream / Gelato Making Machines
Coffee & Espresso Machines
Dispensing Machines
Barista Equipment
Coffee Bean
Care & Cleaning Solutions
Capsule Coffee & Machines
Cafe Furniture
Beverages
No. of Pax
BY PRODUCTS / SERVICES INTEREST
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6. VISITOR STATISTICS
& ANALYSIS
Gather
Informatio
n
29%
Make
Contact
30%
Place
Order
15%
Seek
Represent
ative
11%
Visit
Supplier
15%
Purpose of Visit Role in Decision Making Process
0 500 1000 1500 2000 2500 3000
Colleagues / Friends
Direct Mail / Invitation
E-Newsletter
Internet
Newspaper
Others
Radio
Social Media
Trade Association / Government Agency
Trade Publication / Magazine
No. of Pax
How Did You Know About This Exhibition?
Decision
Maker
37%
End User
11%
Influencer
14%
Do Not
Involve
16%
Purchaser
22%
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7. Guest-of-Honour
Y.Bhg Dato’ Dzulkifli Mahmud,
CEO, Malaysia External Trade
Development Corporation
(MATRADE)
OPENING
CEREMONY
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8. TECHNICAL
PRESENTATIONS
8

9. NATIONAL
CHAMPIONSHIPS
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10. MARKETING
CAMPAIGNS
The campaign deployed with the help of our media partners consisted of:
• Mobile Truck Advertisement from Aug 2015 – Jan 2016.
• Flyers insertion in The Star reached out to 221,700 subscribers in selected areas.
• Radio advertising in hitz.fm, Malaysia’s English No. 1 Station reached out to 2 million
listeners.
• Radio advertising in Lite Fm: The choice of Malaysia’s most affluen; reached out to 1.6
million listeners.
• Radio advertising in Mix Fm, Malaysia’s Best Variety station reached out to 1.1 million
listeners.
• Radio advertising in My Fm, Malaysia’s No.1 Chinese Station reached out to 2.54 million
listeners.
• Newspaper advertising in The Star sent to over 800,000 readers.
• Newspaper advertising in Sin Chew Daily sent to over 352,000 readers.
• Targeted Facebook advertising campaign, run for 2 weeks in the lead up to the event with a
reach in audience over 78,570 users.
• Weekly electronic direct mailers (EDM) sent to 25,000 emails.
• 10,000 direct mail invitations sent to café owners, hotel owners, hypermarket /
supermarket
• 1,200 road buntings’ placement around the city centre area.
• 15,000 copies of Show Preview distributed to Café Owners Alliance’s member outlet,
government agencies, trade associations, embassies & trade offices.
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11. MARKETING
COLLATERAL
Show Brochure Show Preview Road Bunting
Mobile Truck
Flyer Insertions
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12. MARKETING
COLLATERAL
Invitation Cards
Social Media
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13. MARKETING
COLLATERAL
Electronic Direct Mailers (EDM)
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14. PRESS
COVERAGE
Sin Chew Daily
The Star New Straits Times
For enquiries & participation, please contact:
CEMS Conference & Exhibition (Malaysia) Sdn Bhd (1094731-P)
D2-U6-12 Solaris Dutamas (Publika), No 1 Jalan Dutamas 1,
50480 Kuala Lumpur, Malaysia.
Tel: +603 6211 2438 | Fax: +603 6206 2428
Ms Hellen Woon | hellen@cems.com.my
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