The overriding trend has got to be around our customers’ changing needs and expectations. It’s driving everything we are doing on ROI and added value. As respond to the trend, since 2011, our Reed Exhibitions Greater China has firstly launched Target Audience Program (TAP) which is one of our corporate initiatives for adding values to our customers. TAP program brings ambitious business professionals F2F with key influencers through vibrant online communities, network expansion activities, career development opportunities and cultivating news business prospects thus transforming relationship altogether.
The program is aimed at creating value to transform relationship with our customers. TAP stands for The Targeted Attendee Program, which brings attendees with the most influence and/or buying power that exhibitors want to see to our events. At Reed, we have a dedicated TAP team, who identifies, builds, and sustains attendee customer relationships as a unique selling proposition across entire show cycle.
Through TAP program, we aim to target core procurement decision makers, specifiers and influencers in the industry, verify procurement plans for the next 12-18 months, and facilitate matchmaking before the show and onsite, identify TAP attendees onsite through special badges, thus to improve both exhibitors’ and buyers’ ROI.
Most of our shows, for instance CIMES, NEPCON, Golf Show, G2E Asia, CIAAF, CDATF, Gift Show, OI China, Converting, CDS, Aluminium China, and these shows have received good result of improved satisfaction rate from exhibitors since they initiated the program.
First is to build up a customer insights (or knowledge) which is vital to us fulfilling our role as a relationship broker, proactively putting buyer and seller together. We are fast moving in the area of customer knowledge, we have launched customer insights as one of our key initiatives to identify the customer needs, transform our relationship with our customers, talk our customers’ language, facilitate much greater customer intimacy, improve exhibitor retention, satisfaction level, visitor recommendation and re-visit intention through insights into China’s market trends and intensive research on clients’ needs.
With the Customers Insights knowledge, the TAP program team will then identify core buyers amongst thousands of trade visitors prior to the show, generating buying information through in-depth communication and F2F discussion with them before the show and creating matches for exhibitors. Return on investment would be much higher as exhibiting companies get well informed and prepared to meet the right buyers before, during and after the show. As for visiting companies, it would be time saving for decision makers. They will be able to meet up with exhibitors, meetings lined up for them online and onsite by the TAP team.
Take the China Golf Show 2014 TAP program for instance, the TAP team managed to develop 120+ pre-show matching results for 30 selected exhibitors, attracted 801 TAP attendees to the show floor and delivered 90+ onsite match-making sessions , which was applauded by the exhibitors. As per the TAP team’s post show follow up, these match-making sessions were projected to yield an approximate purchase volume of USD 8 million, among which 10% for onsite trading, 78% in 6 months and 12% in 12 months.
Reed is always seeking new ways to better serve clients. In China, we were among the pioneers in exhibition management to realize the true magnitude of the growing role digital technology would play in enhancing today’s customer experience, as well as the importance of engaging participants via social networks to boost the success of events.
The outcomes of that realization in how we have been swift and precise in rolling out sophisticated online system and mobile applications that have become powerful tools for conducting global business. We will enable our pre-registered visitors and exhibitors to preview each other’s profile and set up onsite meetings via our online match-making system based on show websites.
Our strategy is fundamentally about building out from our core abilities, and using digital to add value and enhance the time and the continuity we have with our customers in an increasingly digital sphere.
The business today will look different and more complex in 3-5 years’ time as we continue to expand rapidly around the country and beyond. China is a unique market with great diversity. Reed is finding new opportunities thanks to the changing demands of clients as well as shifting trends and regional focuses in various industries. This is why we run the TAP program, to robust scalable and functionally rich platforms that meet the needs of all customers. We are responsive, innovative and agile enough while keeping very close to our customers.
With less time to visit the show, trade visitors would want to meet the right exhibiting companies and make deals fast and accurate. For exhibiting companies, they would prefer meet the “perfect” trade visitor or buyers at the show floor. By utilizing the TAP program, the visible ROI on both sides could be improved significantly. This is definitely the trend going forward.
In China, Reed Exhibitions focuses on the country’s 11 specialized industry sectors, such as electronics manufacturing & assembly, machine tools, metalworking & industrial materials, converting, life sciences & pharmaceutical, healthcare, beauty & cosmetics, sports & recreation, gifts & homeware, lifestyle, gaming, publishing, property & travel, marine, energy, oil & gas, some of them are new emerged markets, and we will strive to integrate TAP program into new shows to achieve what is in the best interests of our customers and business.
If you are interested in becoming a TAP of any RXGC events, please visit dedicated TAP page of the event website. For more information on TAP, please contact Jennifer Wang at Jennifer.email@example.com