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

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
 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. 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. 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. 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. 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. 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. A Total Solution Approach
Exhibitions + Publications + Portal
=
A quality, effective, one-stop international platform for
buyers and exhibitors
11

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

19. Access Fair Info Anywhere, Anytime
19

20. Video Demo
20

22. 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

23. Result – Positive Media Coverage
23

24. Result – More Buyers, Expanded
Database
13,434 buyers pre-
registered via mobile
4,300 buyers showed up
24
24

25. 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

26. 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

27. 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

28. 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

29. Thank you !