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 !