UFI, a global association for the exhibition industry, selected Hong Kong Trade Development Council (HKTDC) as the 2013 “Best Marketing Activity of the Year.” The association’s marketing committee based the selection on the program’s concept, which aimed to meet current sourcing trends.
“Over the past few decades, HKTDC has been working diligently to develop innovative services at our exhibitions to facilitate international trade,” said Sophia Chong, director, HKTDC. “We are delighted to receive the UFI Marketing Award this year, which recognizes our efforts to create additional value for buyers and exhibitors through our Small-Order Zone initiative. The zone has helped exhibitors and buyers expand their business and remain competitive amid global economic uncertainties.”
HKTDC, which is dedicated to promoting Hong Kong trade, recognized that today’s buyers are increasingly seeking suppliers accepting smaller quantity orders to address shorter product life spans and to reduce inventory. In 2012, HKTDC initiated ‘small-order zones’ using cubic product displays at a variety of exhibitions. This affordable display option showcased exhibitors’ small-order products with corresponding minimum-order quantity and unit pricing to facilitate buyers sourcing.
UFI’s jury of exhibition professionals said they were impressed by the ease of data retrieval via mobile devices that provided exhibitors and buyers with information facilitating business communications.
“While also supporting the needs of exhibitors and buyers, what truly impressed us about the ‘Small Order Zone’ concept was the program’s attention to the needs of visitors,” said Christian Glasmacher, chair of marketing committee, UFI. “HKTDC has developed a program supporting visitor participation at exhibitions by providing an exciting, effective marketing tool with instant feedback for all.”
Since April 2012, HKTDC successfully initiated this program at 13 trade fairs. The response has been positive to HKTDC’s marketing concept, which provides an alternative opportunity for the promotion of existing exhibitors and attracts new exhibitors to events with attractive lower participation fees.
The UFI Marketing Award is designed to identify and reward creative exhibition-related marketing concepts with clearly defined, measurable, objectives. Open to UFI members and non-members, the UFI Marketing Award honors exhibition professionals who develop and implement innovative, results-oriented programs. UFI organizes annual award competitions in the fields of education, ICT, marketing, operations and sustainable development with the goal of recognizing and promoting excellence in the exhibition industry.