Event Information

Time: June 24, 2016 (Friday)

Place: TRPMA Conference Room

TRPMA invited Mr Ho-Fong Chang, the General Manger of the Hong-Kong based GU Design Group, to give a talk about how to build an international brand image by using brand marketing and exhibition booth design. Mr Chang shared the audience with the model his company have used to help international businesses make marketing plans. The model provides comprehensive services, including setting up annual marketing strategies, establishing objectives and targets, allocating resources (budge, human resources, etc.) and planning and executing business exhibitions, as well as carrying out a review and follow-up analysis after each marking event.

Mr Chang pointed out that the businesses in Taiwan usually overlook the ROI of an exhibition event. In fact, there are analysis tools which can help business predict how many potential customers can be reached in an exhibition. The prediction results can be used to support the decisions of budget and resource allocation and exhibition booth design. Mr Chang stressed that the follow-up work after an exhibition, e.g. contacting potential customers, evaluating staff’s performances, etc., is as important.

As for the design of exhibition booth, Mr Chang mentioned the famous “goldfish effect”. It takes a customer 60 seconds to decide whether or not to enter a booth, and 120 seconds to decide whether or not to interact with the staff in the booth. Therefore, the design of an exhibition booth should be based on the purpose of the communication. For example, if the purpose is to demonstrate products, then it would be better to provide a more enclosed space for personal contact; however, if the purpose is to communicate a business concept, then the space can be more open.

Mr Chang has noticed that international businesses like to add bold, active and innovative elements into the design of their exhibition booth. This approach is yet to be taken in by local businesses in Taiwan. Mr Chang suggested that the businesses should think about how they could effectively use exhibition design as a tool to activate the brand and to communicate their business concept with the target audience.