April is the peak trade show season in Hong Kong. In the coming 3 weeks both Global Sources and HKTDC will host trade shows in AWE and HKCEC respectively. The kick-off shows will be the 2 electronics fairs organized by the 2 organizations.

Separate promotion for similar shows makes it ineffective

Global Sources' Executive Director, Sarah Benecke, believes the company and HKTDC, both with spring and fall electronics shows, can work together to promote the shows overseas. She said: “Both of us use resources for promotion, inviting overseas buyers to attend our shows separately. But the truth is: visiting buyers usually attend both shows."

She pointed out that best promotion is not achieved and it's not cost-effective for the two parties to promote their own shows. Taking the electronics shows for instance. The two parties can work together and launch a so-called “Hong Kong Electronics Show Week" to attract overseas buyers. This will not only be a much better promotion for the shows, but will benefit Hong Kong's exhibition industry as a whole. She added: “Overseas buyers can attend two shows at one visits. It's twice the value."

Commerce Bureau: considering the proposal

Benecke put forward the proposal to both the Commerce Bureau and HKTDC last month. She hopes the government can lead and coordinate the cooperation. The Commerce Bureau responded that they are considering seriously about the proposal and will discuss with both parties. In principle, they support the cooperation between the two largest exhibition venues and between other trade show organizers, as well as other proposals that will benefit Hong Kong's exhibition industry

The Commerce Bureau said they are in favor of cooperation between show organizers to make full use of resources. However, how the plan will be carried out is the organizers' own business decision. And, as this may affect the exhibitors, it should be agreed by all the participants.

HKTDC: placing advertisements all over the world

A spokesman of HKTDC said they are working closely with Hong Kong Tourism Board and HKECIA. They have placed light-box advertisements in the airport and HKCEC to promote Hong Kong's all largest exhibitions, including Global Sources' shows.

He said HKTDC has been promoting Hong Kong exhibition industry in both overseas and mainland China through a variety of activities including advertisements, road shows and conferences. This year, they will place advertisements to promote Hong Kong's exhibition industry in magazines in the U.S., Germany, France, the U.K., Middle East and mainland China. The advertisements will list Hong Kong's major exhibitions, which will also include Global Sources' shows.

He said HKTDC doesn't see a need for joint promotion for any particular show. The buyers will get confused, thinking there is only one single show in Hong Kong. From the buyers' perspective, it's a good thing that different trade shows are being held at the same time. It gives them more choices.

Global Sources Spends 20 million to promote 6 spring shows

With overseas buyers not as keen to visit Hong Kong as in the past, Global Sources has spent US$260 million (HK$20.15 million) to promote its 6 spring trade shows, which start on Sunday, April 12. The company has maintained a large sum for promotion in a bid to attraction more overseas buyers to come and visit the shows despite the weak economy.

Maintaining huge promotion budget to attract buyers

Global Sources' Executive Director, Sarah Benecke, said these days many companies have tighten their marketing budgets, but Global Sources has maintained the same as last year's. They will also distribute a coupon booklet to the premium VIP buyers for the first time. With the booklet, buyers can get discounted meals, free drinks, free popcorns and free Airport Express tickets. Last year, the company only gave out free Airport Express tickets.

Global Sources Exhibitions General Manger, Tommy Wong, said the company had launched the premium VIP buyer program. Exhibitors who had earlier informed Global Sources whom their premium VIP buyers were, Global Sources would then send a package of invitation to these premium VIP buyers, including an invitation letter, a coupon booklet, admission badges and useful information about the shows, air tickets and hotels.

In all 6 trade shows, the company will host Private Buyer Meetings. Wong said the company would gather buyers' selection requirements before the show, and provide information of suitable suppliers to these buyers. He added “After the buyers have pre-screened the suppliers, we would arrange one-on-one private meetings between them." The company has arranged 500 Private Buyer Meetings for the spring shows, a 67% increase from last year's 300 meetings.

Regarding the emerging markets, Wong said there will be Private Buyer Meetings for the emerging market buyers at this spring shows as well. Buyers from Turkey and India will also participate in these meetings. In addition, there will be a counter at the shows where a Russian staff will be answering inquiries from the Russian buyers. Wong said: “Most Russian buyers do not speak English, but they are all potential buyers."