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
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
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