Global Sources To Launch Over 60 Digital Trade Shows
(Press Release) HONG KONG, Dec. 20, 2010—Global Sources plans to introduce digital trade shows that will extend the reach and value of the company's highly successful face-to-face trade shows. The first digital show is scheduled to launch in April 2011 together with the Hong Kong series of China Sourcing Fairs. The roll-out of the digital shows is scheduled to continue throughout the year and to encompass the company's entire line-up of over 60 face-to-face sourcing shows in six cities.
Global Sources' chairman and CEO, Merle A. Hinrichs, said: "Each of the digital shows will be a companion to its face-to-face version, with the objective of adding significant value to both buyers and exhibitors. We believe we can reach a much broader buyer community during and after each physical show. In addition, we expect to increase renewal rates, attract new exhibitors and generate new revenue streams."
Through these digital shows, buyers can view exhibitor booths and products—even if they are unable to physically attend the show. Buyers can also communicate with suppliers through various channels, together with access to video interviews of exhibitors and other editorial coverage of the show.
Exhibitors at the physical show will be able to generate more orders and enhance their branding through their presence in the digital show. They will receive valuable inquiries and other leads— and their benefits will accrue before, during and after the show.
Global Sources is on the cusp of major changes in the export marketing media-mix, as the company moves past the search-centric era. Online and digital technologies will enable the company to add tremendous value to its physical shows and to the communities it serves.
This is clear from Global Sources' research of its exhibitors. Key findings include:
- Exhibitors see tremendous potential from the integration of face-to-face and digital marketing and plan to boost their digital marketing initiatives to improve marketing performance.
- Their primary objectives include: extending their marketing reach; increasing the ROI of their physical show investment; and enhancing their brand and competitive differentiation.
As a result of these major changes, Global Sources believes that trade shows are entering a new era of growth, founded on the interaction between physical shows, print and digital magazines as well as online services.