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

1. Asia’s 1st Integrated Mobile Campaign
for Exhibitions
1

2. Agenda
Background of HKTDC
Market Trend
Asia’s 1st Mobile Campaign
Result
Benefits & Conclusion
2

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. 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. 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. 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. A Total Solution Approach
Exhibitions + Publications + Portal
=
A quality, effective, one-stop international platform for
buyers and exhibitors
7

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. 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. 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. 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. 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
3. Finish the pre-registration
Register Anywhere, Anytime
2. Enter your email address
1. Click the "Pre-registration"
banner

14. Access Fair Info Anywhere, Anytime
14

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. 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. 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. 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. 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. 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. Result – Positive Media Coverage
ODN, 30 Dec 2008
Headline, 29 Dec 2008
HKET, 30 Dec 2008 21

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. 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. Positive Media Coverage
PC Weekly, 17 Nov 2009
www.gc.freshmedia.com.hk, 5 Nov 2009
24

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. Result – More Buyers, Expanded
Database
21,395 buyers
registered
26
26

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. 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. Conclusion
1. Asia’s 1st integrated mobile campaign for
exhibitions
2. Drive up buyer attendance
3. Set new standard for the industry
29

30. Thank you !