This
hi-tech marketing approach enables advertisers to reap
the benefits of additional cost-effective, 24-hour promotion
that can be accessed by existing and prospective buyers
before, during and after key trade shows.
TDC
head of publications and e-commerce Clare Wong explains
that the Online Exhibitions programme evolved from the
highly successful Sourcing Guide at hkenterprise.com.
"We
are continually reviewing SME needs and introduced a Greater
China version of Sourcing Guide covering Hong Kong, Taiwan,
Macau and the Chinese mainland," she says.
"This
has proved a runaway success, so we developed the Online
Exhibitions package to further deepen and strengthen our
SME offering."
Sourcing
Guide currently hosts 537,970 registered buyers, has retrieved
34,341,143 company records according to leading accounting
firm Deloitte Touche Tohmatsu and receives more than two
million hits a day.
Equally
important, 57% of Sourcing Guide visitors originated from
the major markets of the US and Europe, while overseas
visitors in general spent an average 18 minutes a day
browsing the website.
"This
translates into serious exposure for local companies that
take advantage of the Online Exhibitions offer before,
during and after local trade fairs," Wong adds.
The
TDC alone runs 20 major trade fairs a year and offers
preferentially priced packages to exhibitors at these
shows who also promote their goods and services via Online
Exhibitions.
"The
combination of exhibiting physically at a trade show and
in cyberspace at Online Exhibitions gives local SMEs the
best of both worlds at an extremely competitive cost,"
Wong maintains.
Online
Exhibitions packages range from US$1,264-5,077, which
Wong believes is "exceptional value" for the sheer range
and promotional scope they provide.
"I
think it is fair to say that this is one of the most attractive
promotional packages in the market today, and one that
maximises the enormous advantages of the TDC's huge database
of international buyers," Wong says.
She
adds that astute SMEs will combine Online Exhibitions,
Sourcing Guide and advertising in the TDC flagship publication
Hong Kong Enterprise to create a one-stop promotional
shop.
"Sourcing
Guide is convenient, can be accessed whenever and wherever
the buyer is online and is also efficient, as just one
click provides access to banks of information," Wong explains.
"It is also very cost-effective as buyers enjoy free access
once they have registered online."
Sourcing
Guide, which is a key component of tdctrade.com, also
features popular specialties like enquiry baskets, a message
centre, new product alerts and recommended categories.
tdctrade.com
was recognised by ACNeilsen as The Best Trade Promotion
Portal In Asia in May 2003 and won CMP Asia's fourth Annual
Intelligent20 Awards in November that year, as well as
a Standard of Excellence Web Award from the Web Marketing
Association of the US in 2002, 2003 and 2004.
"Hong
Kong Enterprise, meanwhile, offers the advantage of high
visibility, in that the magazine can be accessed by anyone
in an office without the necessity of going online," Wong
concludes.
"Add
Online Exhibitions and you have a seamless promotional
package before, during and after trade fairs - in fact
it is the complete year-round campaign!"
WRITTEN
BY JAMES PALMER