展会主办者的国际市场营销 International Marketing for Exhibition Organizers

展会主办者的国际市场营销International Marketing for Exhibition Organizers 祁理权 Andrew Kay 香港展览会议业协会秘书长香港华进有限公司总裁

博弈论（囚徒困境）Game Theory(Prisoner’s Dilemma) A B

国际商会及 政府赞助部门国际及本地展商国际及本地观众主办方国际及本地竞争主办者赞助单位其他单位国际及本地具竞争力的展览展览场地承办商

成功要素 Criteria to Success • Firm • Customer: exhibitor, visitor • Supporter & Sponsor • Compliment: Conference & Convention • Competitor: local & international organizer; & local & international event • Finance, Profit and Tax • Customer need, market driven, value-based approach, market driving • Relationship marketing and product loyalty • Technology.

服务市场营销的7个P7 Ps of services marketing • Product- Only top and second branded exhibition survive • Place - Use the best hall at the best buying season • Price • Two tier pricing in China. • Cannot fight at low price. Flight with quality • Promotion • Direct Marketing • PR and communication, advertisement • People - Sale agent, sale staffs, and human resource • Physical Evidence – Exhibitors & Visitor quantity & quality • Process – Planning, Operation, Timing and Scheduling

时间-最重要的因素Timing - most important • Date of exhibition: • best in April & October in Hong Kong • Can not be in January, February, December in China • July &, August, not accepted by European Exhibitors • Far from conflicting exhibitions local and worldwide • Promotion to Int’l Government for sponsor 2 years in Advance (normally do not support first time event) • Promotion to Exhibitors • March this year for first half of next year • September this year for second half of next year

开展国际市场营销的步骤Steps to start international marketing • 市场调查Market Survey • 参观国际/本地展览 • 资料库及直销List finding & Direct Marketing • 要求赞助方提供贸易联系 • 访问中国的海外公司 • 访问外国机构(18个月) • 访问外国政府商务处或总部(24个月)

参观国际及本地展览Visit international / local events • 找出最好的国际性展览 • 找出最好的本地展览 • 参观展览 • 拜访国际及本地机构 • 拜访重要客户/看市场反应 See important clients & feel response • 用展商名录，贸易期刊杂志和购买指南做数据库

销售管理 Sales Management in an Exhibition Mix Pricing Structure ORGANISER Sales Agency Network Planning Budgeting Recruiting Training Motivating Territories Evaluation Promotion - Personal selling A& P, DM Sales Management Event Delivery Exhibition/ Conference Evaluation & Feedback

Hong Kong – HKTDC Singapore – TDB Japan - JETRO India – ITPO Thailand – DEP Italy – ICE Spain- ICEX France- CFME Israel – IEI Ireland – Irish Trade Board New Zealand – Trade NX Malaysia –MATRADE China – CCPIT Korea – KOTRA Taiwan – CETRA Germany – AUMA UK – DTI Australia – Austrade Egypt South Africa 国际政府赞助单位International Government Sponsors

欧州的纺织机械业商会European Associations for Textile Machinery

资料库和直销List building & Direct Marketing • 建立一个资料库Build up a list • 使用参考编码Use reference code • 保存记录并且及时更新 Keep records and update immediately • 发送邮件，传真和电子邮件 Send letter, fax and email • 电话访问Cold calls • 目标销售 Target sells

最具潜力100客户Hot List • 建立最具潜力100客户资料Make a top 100 list • 找出合适的联系人Find the right contact person • 用电话再次访问他们Make repeat call to their • 中国本地办事处或代理China local office or agent • 中国总部China head office • 区域办事处Regional office • 总部Head-office • 市场/销售部Marketing / sales department • 展览部Exhibition Department

要求中方赞助单位提供贸易联系Ask Chinese supporters to supply trade contacts • 在中国举办介绍性的记者招待会 • 要求赞助方提供贸易联系 • 和支持单位一起访问潜在展商的中国办事处 • 和赞助方负责采购的人员一起访问国际展览 • 在第三方展览上召开新闻发布会 Make Press Meeting in a third party exhibition • 访问主要客户的总部或组织 • 跟进/再次电话访问潜在展商的中国办事处 • 用长途电话和邮寄跟进

怎样开展有效的直销How to do effective Direct Marketing

外国政府商务处想要什么？ What an association & foreign government trade office want

怎样完成一次国际销售？ How to close up an overseas sales

代理的重要性Importance of Agents

销售折扣Sales Discount

钱和税金的缴纳Collection of Money & Taxation

展会主办者的国际市场营销 International Marketing for Exhibition Organizers