marketing plan

SUMMARY
POSITIONING INFORMA EXHIBITIONS AS THE CHOICE TRADE SHOW ORGANIZER IN ASIA THROUGH A COMBINATION OF STRONG BRANDING, SMART MEDIA PITCHING AND ENGAGEMENT VIA SOCIAL MEDIA

TARGET CUSTOMERS

TARGET CUSTOMERS

• EXHIBITION MANAGERS IN CHINA (WITH PARTICULAR INTEREST IN SHANGHAI, BEIJING AND HANGZHOU), VIETNAM, THAILAND AND INDONESIA
• ORGANIZATION PARTNERS
• EXHIBITORS (WITH POTENTIAL OF BECOMING RETURNING EXHIBITORS)

Pricing & Positioning Strategy

AFTER CONDUCTING A BRIEF RESEARCH WITH COLLEAGUES WHO HAVE WORKED IN THE EXHIBITION INDUSTRY IN CHINA, I’VE CONCLUDED THAT PRICING IS EXTREMELY RELEVANT FOR MOST COMPANIES, EVEN AT THE DETRIMENT OF QUALITY

HOWEVER, MANY CHINESE BUSINESSES, IN SPECIAL LUXURY GOODS, WOULD LIKE TO DISCONNECT THEMSELVES FROM THE IDEA OF CHEAPNESS THAT ‘MADE IN CHINA’ EVOKES

SO I WOULD LOOK TO POSITION INFORMA AS AN ORGANIZER THAT CREATES SHOWS THAT ARE AFFORDABLE FOR UP-AND-COMING BRANDS – FOCUSING ALWAYS ON BRINGING COMMUNITIES TOGETHER

BUT WE ALSO SEEK TO CREATE A PLATFORM THAT HIGHLIGHTS ASIAN BUSINESSES’ INNOVATIVE TRAITS AND EXCELLENCE

PROMOTIONS STRATEGY

HAVING A GOOD GUANXI WITH JOURNALISTS IS EXTREMELY IMPORTANT IN CHINA

HIRING A GOOD PR AGENCY THAT CAN PITCH THE RIGHT NARRATIVE TO JOURNALISTS WHO ARE GOOD STORYTELLERS WOULD GIVE INFORMA A COMPETITIVE ADVANTAGE

HIRING A GOOD PR AGENCY THAT CAN PITCH THE RIGHT NARRATIVE TO JOURNALISTS WHO ARE GOOD STORYTELLERS WOULD GIVE INFORMA A COMPETITIVE ADVANTAGE

WHENEVER WE GET THE OPPORTUNITY TO HAVE COVERAGE IN THE PRESS, WE SHOULD REINFORCE OUR EVENTS AS A NETWORKING EXPERIENCE THAT ENHANCES BRANDS' IMAGES

ADVERTISING

• ADVERTISING BUDGET IS BETTER SPENT ON PROMOTION FOR OUR SHOWS
• MAGAZINE ADVERTISEMENT IN PUBLICATIONS THAT CORRELATE TO THE TARGET OF THE EVENT
• ONLINE PUBLICATIONS IN ENGLISH AND CHINESE
• WECHAT ACCOUNTS OF MAJOR PUBLICATIONS

NEW MEDIA

• VIDEOS ARE AN INCREDIBLY HELPFUL TOOL TO SIMPLIFY THE CONCEPT OF YOUR PRODUCT TO YOUR CUSTOMER
• WECHAT IS A POWERFUL PROMOTION TOOL IN CHINA
• LIVE TWEETING EVENTS MAKES IT FUN
• PINTEREST IS GREAT TO CREATE IMAGES THAT ARE EASY TO SHARE

KEYWORD AND SEO STRATEGY

• OPTIMIZE THE CHINESE WEBSITE FOR KEYWORDS - EXHIBITION, TRADE SHOW, EXHIBITION ORGANIZER, BEAUTY EVENTS CHINA
• WORK WITH CHINESE TEAM ON OPTIMIZING CHINESE WEBSITE, AND MAKING SURE CONTENT IS ADEQUATE FOR BAIDU SEO STRATEGY