Asia’s 1st Integrated Mobile Campaign
             for Exhibitions




                                        1
Agenda


 Background of HKTDC
 Market Trend
 Asia’s 1st Mobile Campaign
 Result
 Benefits & Conclusion




               ...
Background of HKTDC

   The official agent in Hong Kong for promoting Hong Kong’s trade
   with the world since 1966
   Ov...
World’s No.1 - Hong Kong Watch &
 Clock Fair

              Ranking of Trade Fairs in World (Watch)   No. of exhibitors

8...
World’s No.1 - Hong Kong Gifts &
Premium Fair


                       Ranking of Trade Fairs (Gifts)     No. of exhibitor...
World’s No.1 - Hong Kong Electronics
   Fair (Autumn Edition)



                 Ranking of Trade Fairs (Electronics)    ...
A Total Solution Approach

            Exhibitions + Publications + Portal
                             =
 A quality, effe...
Market Trend – Changing Behaviour



 “ Advances in technology mean that people are now
 using mobile devices for much mor...
New Force Not to be Missed: Mobile




     Research company eMarketer predicts:
        Advertising spend via mobile
    ...
Asia’s 1st Integrated Mobile Campaign for
Exhibitions


 - Launched Mobile Info Site for 30 fairs
   (trade & public)

 - ...
Strategies

1. Countries – SMS to inbound international
roamers from 30 pre-selected countries (in French,
Japanese, etc)
...
Strategies

5. Interest - banner ads in special interest sites
(e.g. finance channel) to recruit business people


6. Shor...
13




                             3. Finish the pre-registration
Register Anywhere, Anytime




                        ...
Access Fair Info Anywhere, Anytime




                                     14
Video Demo

Please click here to see demo video
(go to “View”   “Slide Show”, then click above link to see the video)




...
Smartphone – The Next Trend

                               Market share Q2 2009 vs 2012
                                 ...
Smartphone Application – Our Reach

3 mobile applications are developed to reach 49% of
smartphone users, or 75% of those ...
3 Apps – Reach 75% Smartphone
Users

iPhone – launched in Oct 2009
   - 4,724 buyers downloaded the app
   - Top 10: HK (3...
Recognitions

Technology Industry:
   - HKICT Award 2009 – Certificate of Merit
   - GSMA Global Mobile Awards - shortlist...
Advantages Over Traditional Media


 1. More targeted
                          200
 2. Higher penetration:
    mobile: 17...
Result – Positive Media Coverage
                                    ODN, 30 Dec 2008




 Headline, 29 Dec 2008



      ...
Positive Media Coverage
                    Ming Pao, 20 Jul 2009


HKET, 29 Dec 2008




                                ...
Positive Media Coverage
                                          www.fashionmag.com,
                                    ...
Positive Media Coverage


PC Weekly, 17 Nov 2009




                         www.gc.freshmedia.com.hk, 5 Nov 2009
       ...
Positive Media Coverage
Capital Weekly, 1 Jan 2010                                                                Sign Tao...
Result – More Buyers, Expanded
Database


 21,395   buyers
    registered




                                 26
        ...
Demo by Chief Executive of HKSAR




   Chief Executive of HK used the mobile site to
      search for a book, located the...
Proactive, Targeted & Cost Effective

1. Convenient:
    - buyers opt-in anywhere, anytime

2. Expand database:
     - acq...
Conclusion


 1. Asia’s 1st integrated mobile campaign for
    exhibitions

 2. Drive up buyer attendance

 3. Set new sta...
Thank you !
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UFI Asia Seminar - Taipei 2010 - Perry Fung

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by: Perry Fung, General Manager, Hong Kong Trade Development Council Taiwan Office, Taipei

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UFI Asia Seminar - Taipei 2010 - Perry Fung

  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 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. A Total Solution Approach Exhibitions + Publications + Portal = A quality, effective, one-stop international platform for buyers and exhibitors 7
  8. 8. 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) 8
  9. 9. New Force Not to be Missed: Mobile Research company eMarketer predicts: Advertising spend via mobile 2010: USD 17.8 billion 2007: USD 2.43 billion 9
  10. 10. Asia’s 1st Integrated Mobile Campaign for Exhibitions - Launched Mobile Info Site for 30 fairs (trade & public) - Partner with all 5 mobile operators 10
  11. 11. 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: Companies in certain areas (e.g. Jewellery Show, Toy Fair) 3. Background –SMS to users registered under corporate/SME accounts 4. Mobile devices – SMS to buyers using high-end mobile devices (e.g. Blackberry, iPhone) 11
  12. 12. Strategies 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 12
  13. 13. 13 3. Finish the pre-registration Register Anywhere, Anytime 2. Enter your email address 1. Click the "Pre-registration" banner
  14. 14. Access Fair Info Anywhere, Anytime 14
  15. 15. Video Demo Please click here to see demo video (go to “View” “Slide Show”, then click above link to see the video) 15
  16. 16. Smartphone – The Next Trend Market share Q2 2009 vs 2012 2009 % share 2012 % share 60 50.3 50 with built-in app store 39 40 with built-in app store without built-in app store 30 20.9 without built-in app store 20 14.5 13.7 13.7 12.8 12.5 9 7.5 10 2.8 3.3 0 iphone Blackberry Android Symbian Windows Others Mobile Source: Canalys estimates, © Canalys 2009 16 http://www.canalys.com/pr/2009/r2009081.htm
  17. 17. Smartphone Application – Our Reach 3 mobile applications are developed to reach 49% of smartphone users, or 75% of those with application download function, by Feb 2010 Android, Symbian 14% - phone without Others, 3.3% built-in app store, 35.1% Microsoft, 9% iphone, Symbian - phone with 13.7% built-in app Blackberry, store, 3.9% 21% 17
  18. 18. 3 Apps – Reach 75% Smartphone Users iPhone – launched in Oct 2009 - 4,724 buyers downloaded the app - Top 10: HK (3128), US (535), Australia (99), UK (96), France (91), Canada (87), Japan (76), Taiwan (60), Germany (58), China (57) Blackberry – launched in Dec 2009 - 1,203 buyers downloaded the app - Top 10: HK (546), US (289), Indonesia (87), UK (55), Canada (39), India (25), S. Africa (23), Venezuela (21), Mexico (17), Singapore (12) Android – Feb 2010 - HTC’s Hero, Magic, tattoo ; Samsung Anycall’s Galaxy; O Phone and 30 more models coming in 2010/11 In which, over 38% are overseas users 18
  19. 19. Recognitions Technology Industry: - HKICT Award 2009 – Certificate of Merit - GSMA Global Mobile Awards - shortlisted - Blackberry Developer Challenge – Bronze Award Exhibition Industry: - UFI Marketing Award – one of the three finalists Marketing Industry: - Digital Media Marketing Award - Bronze Award 19
  20. 20. Advantages Over Traditional Media 1. More targeted 200 2. Higher penetration: mobile: 170% 150 2.5G & 3G: 64% 100 170 3. Measurable 50 79 4. Actionable 0 Mobile Household penetration rate (%) broadband Data: OFTA August 09 20
  21. 21. Result – Positive Media Coverage ODN, 30 Dec 2008 Headline, 29 Dec 2008 HKET, 30 Dec 2008 21
  22. 22. Positive Media Coverage Ming Pao, 20 Jul 2009 HKET, 29 Dec 2008 SING TAO, 22 Jul 2009 中國貿易新聞網, 5 Feb 2009 22
  23. 23. Positive Media Coverage www.fashionmag.com, www.larevuedesmontres.com, 3 Nov 2009 3 Nov 2009 Headline Daily, 15 Oct 2009 www.gc.freshmedia.com.hk, 5 Nov 2009 HKET, 5 Oct 2009 23
  24. 24. Positive Media Coverage PC Weekly, 17 Nov 2009 www.gc.freshmedia.com.hk, 5 Nov 2009 24
  25. 25. Positive Media Coverage Capital Weekly, 1 Jan 2010 Sign Tao Daily, 13 Jan 2010 Sign Tao Daily, 11 Jan 2010 Metro Daily, 14 Jan 2010 HKET, 13 Jan 2010 25 Headline, 13 Jan 2010
  26. 26. Result – More Buyers, Expanded Database 21,395 buyers registered 26 26
  27. 27. 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 at the Hong Kong Book Fair! 27
  28. 28. Proactive, Targeted & Cost Effective 1. Convenient: - 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 4. Measurable & cost effective: - real-time traffic reports - instant action can be taken 28
  29. 29. Conclusion 1. Asia’s 1st integrated mobile campaign for exhibitions 2. Drive up buyer attendance 3. Set new standard for the industry 29
  30. 30. Thank you !

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