ufi marketing focus meeting - amsterdam 2009 - george ammerlaan
DESCRIPTION
Tools: new ways for attendee communicationBy: George Ammerlaan, Director Benelux, Hong Kong Trade Development Council, Amsterdam, The NetherlandsTRANSCRIPT
Asia’s 1st Integrated Mobile Campaignfor Exhibitions
1
Agenda
Background of HKTDC
Market Trend
Asia’s 1st Mobile Campaign
Result
Benefits & Conclusion
2
Background of HKTDC
The official agent in Hong Kong for promoting Hong Kong’s tradewith 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 MediaAwards 2009
Hong Kong Gifts & Premium Fair
Hong Kong Watch & Clock Fair
3
Hong Kong Electronics Fair (Autumn Edition)
World’s No.1 - Hong Kong Watch &Clock Fair
4
Ranking of Trade Fairs in World (Watch)
708
573
182
0
200
400
600
800
No. of exhibitors
Hong Kong
Watch & Clock Fair
Baselworld JCK, Las Vegas
World’s No.1 - Hong Kong Gifts &Premium Fair
5
Ranking of Trade Fairs (Gifts)
3,983
3,451
2,900
2,000
3,000
4,000
5,000
No. of exhibitors
Hong Kong
Gifts & Premium Fair
Premiere,
Frankfurt
New York
International Gifts Fair
World’s No.1 - Hong Kong ElectronicsFair (Autumn Edition)
6
Ranking of Trade Fairs (Electronics)
2,852 2,700
1,164
0
1,000
2,000
3,000
4,000
No. of exhibitors
Hong Kong
Electronics Fair
(Autumn Edition)
The International CES,
Las Vegas
IFA, Berlin
1,450
2,600
1,421
2,360
0
1,000
2,000
3,000
Trade fairs
HKTDC Trade fairs
Potential to Become Largest in theWorld –Fashion, Jewellery
7
CPD,Duesseldort
Hong KongFashion Weekfor Fall/Winter
HK Jewellery& Watch Fair
(CMP)
Hong KongInt’l Jewellery
Show
Speedy Recovery
8
2009 HKTDC Trade Buyers
-9.10%
1.22%
6.22%
-10.00%
-5.00%
0.00%
5.00%
10.00%
Q1 (Jan-Mar)
Q2 (Apr-Jun)
Q3 (Jul-Sep)
UFI Report: HK is Regional Leader in Terms ofAverage Revenue Per Fair
9
Trade fair markets by estimated revenues, 2008Average revenue per
fair
No. of exhibitions
identified
Estimated annualised
revenues (US$)Hong Kong 4,078,546 81 330,362,250China 2,706,170 493 1,334,142,000Japan 2,069,387 360 744,979,250Thailand 2,045,944 71 145,262,000Malaysia 1,561,447 47 73,388,000Taiwan 1,316,899 62 81,647,750Korea 1,280,822 146 187,000,000Singapore 1,244,609 69 85,878,000India 1,232,332 131 161,435,500Macau 1,077,141 16 17,234,250Indonesia 1,051,988 41 43,131,500Australia 1,046,671 165 172,700,750Vietnam 885,941 47 41,639,250Pakistan 724,930 25 18,123,250Philippines 444,714 35 15,565,000Total 1,929,843 1,789 3,452,488,750
Source: BSG research & analysis
Trade fair markets by estimated net square metres sold, 2008
Average size per fair
in m²
No. of exhibitions
identified
Estimated annual size
in m²
China 15,512 493 7,647,500Hong Kong 9,676 85 822,500Taiwan 7,395 62 458,500Thailand 6,320 71 448,750Japan 5,713 360 2,056,750India 5,294 131 693,500Korea 5,108 146 745,750Malaysia 4,750 47 223,250Macau 4,141 16 66,250Indonesia 3,927 41 161,000Singapore 3,322 69 229,250Australia 3,092 165 510,250Vietnam 2,995 47 140,750Pakistan 2,570 25 64,250Philippines 2,300 35 80,500Total 8,003 1,793 14,348,750
Source: BSG research & analysis
UFI Report: HK Ranks No. 2 in Terms ofAverage Size Per Fair in the Region
10
A Total Solution Approach
Exhibitions + Publications + Portal
=
A quality, effective, one-stop international platform for
buyers and exhibitors
11
2008/09 HKTDC’s Total Self Generated GrossIncome: € 187 million
Gross Income:
Publications and
E-commerce
14.7%
Business
Matching
0.4%
Service
Promotion
1.4% Technology
Promotion
2.1%
Research and
SME services
0.6%
International
Promotions,
Corporate
Marketing and
Communications
0.5%
Production
Promotion
9.9%
InternationalExhibitions
70.4%
70% from
exhibitions
12
Market Trend – Changing Behaviour
“ Advances in technology mean that people are nowusing mobile devices for much more than justvoice communication and text messaging; they nowuse them for web browsing, search, traveldirections and more …”
Chief Marketer (online resource)
13
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
- 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
Asia’s 1st Integrated Mobile Campaign forExhibitions
Strategies
16
1. Countries – SMS to inbound internationalroamers from 30 pre-selected countries (in French,Japanese, etc)
2. Locations – Location-based SMS to users indesignated 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 undercorporate/SME accounts
Strategies
17
4. Mobile devices – SMS to buyers using high-endmobile 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
Register Anywhere, Anytime
1.
Clic
kth
e"P
re-re
gis
tratio
n"
ban
ner
2.
En
ter
yo
ur
em
ail
ad
dre
ss
3.
Fin
ish
the
pre
-reg
istra
tion
18
Access Fair Info Anywhere, Anytime
19
Video Demo
20
Advantages Over Traditional Media
1. More targeted
170
79
0
50
100
150
200
Mobile Householdbroadband
penetration rate (%)
2. Higher penetration:mobile: 170%
2.5G & 3G: 64%
3. Measurable
4. Actionable
Data: OFTA August 0922
Result – Positive Media Coverage
23
Result – More Buyers, ExpandedDatabase
24
13,434 buyers pre-
registered via mobile
4,300 buyers showed up
24
Low Acquisition Cost, Measurable
Acquisition cost dropped by 63%
25
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) $8.9
HK Houseware Fair $5.0
HK Gifts & Premium Fair $2.8
HK Fashion Week SS $5.2
Summer Sourcing Show, July 2.8
declining by 63% !
Demo by Chief Executive of HKSAR
26
Chief Executive of HK used the mobile site tosearch for a book, located the booth and
made a purchase!
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
Conclusion
1. Asia’s 1st integrated mobile campaign for exhibitions
2. Drive up buyer attendance under economic downturnIndustry average: approx. 15% - 20% dropHKTDC: 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
Thank you !