14 Sept 2005
Online Shows Offer Greater Opportunities(HKTDC Watch & Clock, Vol 04,2005)
The innovative package utilises the proved strengths of the TDC's Sourcing Guide to allow buyers to view exhibitors' products anytime, anywhere.
Sourcing Guide's Online Exhibitions offers buyers three main advantages, enabling them to view exhibitors' products:
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 566,769 registered buyers, has retrieved 34,929,179 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$1,264-3,237, 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 rated as the "Best of its Kind" among 12 trade promotion websites in Asia by ACNeilsen in 2003, was recognised by the Web Marketing Association of the US with the Standard of Excellence WebAward in 2002, 2003 and 2004 and received CMP Asia's fourth Annual Intelligent20 Award in October 2003.
"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!"