Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.


374 Aufrufe

Veröffentlicht am

  • 11:11 - A Message From The Universe? People all of the world keep seeing the repeating numbers "11:11." Discover the POWERFUL guidance the Universe wants everyone to know! ◆◆◆ https://tinyurl.com/y6pnne55
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Order Manifestation Magic Today For Up To 96% Off The Retail Price. Offer Expires Soon. Over 100,000 Satisfied Customers. Join Today And See For Yourself ★★★ http://ishbv.com/manifmagic/pdf
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Want to preview some of our plans? You can get 50 Woodworking Plans and a 440-Page "The Art of Woodworking" Book... Absolutely FREE ■■■ http://tinyurl.com/yy9yh8fu
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Get access to 16,000 woodworking plans, Download 50 FREE Plans... ◆◆◆ http://ishbv.com/tedsplans/pdf
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Gehören Sie zu den Ersten, denen das gefällt!


  1. 1. MARKETINGEVENTSMAGAZINEQ12011VENTSMAGAZINE S$5.90INCGST Elaine Wong and Elizabeth Armstrong, Standard Chartered’s Wholesale Bank LAUNCH ISSUE When it comes to creating the perfect event, you can bank on Standard Chartered’s dynamic duo PPAAGGGEE 333330000 MMAAARRKKKKKEEETTTTT FFFOOOOOCCCCCCUUUUUSSS: TTHHHEE LLLLIIOOONNNNN RRROOOOOOOAAAAARRRRSS Why everyone wants to do business in Singapore PAGE 17 SSPPPECCIIIAAAALLLL RRREEEEPPPPPPOOOOORRRTT:: SSPPPOONNSSSSSOOORRRRSSSHHHHHHIPPPPP Tying your brand to an established event takes faith, but the rewards can be worth it PAGE 38 CCAAASSEE SSSTTTTUUUUDDDDIIEEEEESSSSS Starbucks, Thomson Reuters, and Mission Hills PAGE 10
  2. 2. ED'S LETTER 1 Q1 2011 WWW.MARKETING-INTERACTIVE.COM ED ' S LETTER WWW.MARKETING-INTERACTIVE.COM Q1 2011 1 Editorial Jaimie Seaton, Editor jaimies@marketing-interactive.com Editorial International Team Matt Eaton, Group Editor matte@marketing-interactive.com Deepa Balji, Editor (Singapore) deepab@marketing-interactive.com Gabey Goh, Editor (Malaysia) gabeygoh@marketing-interactive.com Production and Design Shahrom Kamarulzaman, Associate Art Director shahrom@lighthousemedia.com.sg Contributors Josh Black, Kenny Hau, Kelvin Taylor Advertising Sales – Singapore Kat Teng, Account Manager katt@marketing-interactive.com Richard Benjamin, Account Manager richardb@marketing-interactive.com Jaclyn Chua, Account Manager jaclync@marketing-interactive.com Che Winstrom, Account Manager chew@marketing-interactive.com Advertising Sales – International Josi Yan, Sales Director (Hong Kong) josiy@marketing-interactive.com Excell Chua, Business Development Director (Malaysia) excellc@marketing-interactive.com Kelvin Lee, Business Development Manager (Malaysia) kelvinl@marketing-interactive.com Circulation Rei Ng, Circulation Manager rein@lighthousemedia.com.sg Events Søren Beaulieu, Events Director sorenb@marketing-interactive.com Yeo Wei Qi, Operations Manager weiqi@marketing-interactive.com Tara Kumara, Sales Sponsorship Manager tarak@marketing-interactive.com Rebecca Wicker, Head of Content – Events rebeccaw@marketing-interactive.com Finance Evelyn Wong, Regional Finance Manager evelynw@lighthousemedia.com.sg Management Tony Kelly, Editorial Director tk@marketing-interactive.com Justin Randles, Commercial Director jr@marketing-interactive.com A number of years ago, I was at a very splashy corporate event.The theme was “a night at the Oscars” and the planners went all out to create a glitzy and glamorous experience. The setting was beautiful, the entertainment dazzling and the guests were primed for a fantastic evening. There was only one small hitch – the waiters were completely disorganised. Our little group sat at our luxuriously appointed table waiting for some wine. We waited, and waited, and waited, until 20 minutes in, a senior partner at the company stood up, walked to the serving station, retrieved two bottles of wine and returned to our table. Fifteen years on, his frustrated gesture is about all I remember of that evening. Proof positive that even the most perfectly conceptualised events can falter on a lack of attention to detail and sloppy execution. Whether planning a global event or an intimate gathering for valued clients, it’s easy to be consumed by the big picture, which is fine, as long as one’s eye is also looking at the tiny dots that make up that picture. This is the tenant of good event planning and execution, and it’s the mantra that our cover story subjects, Elizabeth Armstrong and Elaine Wong, of Standard Chartered bank, live by. Armstrong and Wong never forget that small facets can make or break an event. No detail escapes their scrutiny. And they’re not the only ones. In our feature on the rise of sponsorship marketing, Spectrum Worldwide’s managing director Chris Robb reminds us that news of a badly executed event may be tweeted or posted on Facebook within seconds. Say “so long” to your carefully planned press coverage and “hello” to viral titters. Even a perfectly executed event can fall short of the objective if you fail to engage your target audience pre and post event. Josh Black, chief operating officer of Glue Agency, explains how focusing your attention on the before and after can make your efforts that much more effective. The details are everywhere; it’s simply a matter of noticing and influencing them. Last year I attended an event where I was met at the door with a glass of champagne. It was handed to me by one of a group of exceptionally good-looking waiters. I jokingly surmised that our host had handpicked each of them, and it turned out she had. Now, she understood the power of the (not so) minor detail! With that in mind, I welcome you to the launch of Marketing magazine’s Marketing Events. Inside you will find news, industry-leading opinions, in-depth reports and the importance of partners in event planning, but our primary focus is to educate marketers in this fast-growing sector on the types of strategies needed to create first-class events. I hope you enjoy our premier issue and many more to come – I look forward to your feedback. Marketing Events is published 4 times per year by Lighthouse Independent Media Pte Ltd. Printed in Singapore on CTP process by Sun Rise Printing & Supplies Pte Ltd, 10 Admiralty Street, #06-20 North Link Building, Singapore 757695. Tel: (65) 6383 5290. MICA (P) 180/03/2009. For subscriptions, contact circulations at +65 6423 0329 or email subscriptions@marketing- interactive.com. COPYRIGHT & REPRINTS: All material printed in Marketing is protected under the copyright act. All rights reserved. No material may be reproduced in part or in whole without the prior written consent of the publisher and copyright holder. Permission may be requested through the Singapore office. Disclaimer: The views and opinions expressed in Marketing are not necessarily the views of the publisher. Singapore: Lighthouse Independent Media Pte Ltd 787A North Bridge Road Singapore 198755 Tel: +65 6423 0329 Fax: +65 6423 0117 Hong Kong: Lighthouse Independent Media Ltd Room 1502, 15/F Shun Kwong Commercial Building, No.8 Des Voeux Road West, Hong Kong Tel: +852 2861 1882 Fax: +852 2861 1336 Malaysia: Suite 11.7 11F Bangunan Yee Seng, 15 Jalan Raja Chulan, Kuala Lumpur 50200, Malaysia Tel: +60 3 2072 0355 Fax: +60 3 2072 0395 To subscribe to Marketing magazine, go to: www.marketing-interactive.com Jaimie Seaton Editor jaimies@marketing-interactive.com What’s in our kit bag? Proven processes, creative methodologies, innovative technology ... and other stuff that gets us through the day. Do you have what it takes to be one of us? We’re certainly not on the candidate list of “Dirtiest Jobs”, where unsung heroes make their living in the most unthinkable - yet vital - ways. But we get our hands dirty plenty, digging into the core event objectives from the on-start and ensuring we design an experience second to none. There are no second chances. Just one opportunity to get it perfect. And cool tools we use to make it happen. The Event Company. Five time winner of Marketing Magazine’s Agency of the Year Award* Essential TOOLS for Critical Planning & Precise Execution *No. 1 Event Marketing Agency of the Year - 2006, 2007, 2008, 2009 & 2010
  3. 3. CONTENTS WWW.MARKETING-INTERACTIVE.COM Q1 2011 32 Q1 2011 WWW.MARKETING-INTERACTIVE.COM FEATURES DEPARTMENTS 28 COVER STORY: STANDARD BEARERS Standard Chartered’s dynamic duo Elizabeth Armstrong and Elaine Wong refuse to compromise when organising first-class events. Jaimie Seaton finds relationships and attention to detail at the heart of their success. 16 MARKET FOCUS: SINGAPORE Security, stability, scintillating venues and service make the Lion City a perennial favourite among event organisers in Asia and beyond. Here’s what you need to know to plan a successful Singapore event. 38 SPECIAL REPORT: EVENT SPONSORSHIP Global sponsorship is projected to grow to US$48.7 billion this year. Who’s jumping on the sponsorship bandwagon and why? Jaimie Seaton reports. OPINION 14 Josh Black, chief operating officer for Glue Agency, discusses the importance of engaging your target audience before and after an event. 15 KelvinTaylor, marketing director of Diadem, explains holistic event planning. 16 MARKET INTELLIGENCE UFI’s sixth Barometer Survey reveals exhibitors’ hopes and fears for the coming year. 4 NEWS Beijing’s Olympic arena is renamed; new venues are planned in Bali and Sri Lanka; super yachts to cruise into Singapore; and Hong Kong Disneyland launches a training programme. 10 CASE STUDIES Thomson Reuters takes the Eikon Go Live event worldwide, Starbucks pours a cup for a good cause and Mission Hills tees off. 44 PARTY CRASHER Press coverage for your event – like the journos themselves – can be unpredictable, scarce, unhelpful and even negative. The Party Crasher reveals how you can press home your advantage. Photography: Olivier Henry www.milkphotographie.com Hair and make-up: Red Ngoh Event setup: Key Events Location: Capella Singapore 28 C O N T E N T S
  4. 4. 4 Q1 2011 N EWS WWW.MARKETING-INTERACTIVE.COM NEWS WWW.MARKETING-INTERACTIVE.COM Q1 2011 5 BANGKOK BECKONS FASHIONISTAS Under the tag line – “Influence the World” – the Bangkok International Fashion Fair (BIFF) and Bangkok International Leather Fair (BILF) will be held in the Thai city from 20-22 April. In its 27th year, the fairs will focus on six categories: textiles, apparel, leather goods, fashion accessories, machinery and designers. More than 1,000 exhibitors from across ASEAN are expected to attend. LET YOUR FINGERS DO THE WALKING Suntec Singapore International Convention & Exhibition Centre has introduced mobile interactive digital signage. TouchPoint can display the day’s events in an instantaneous manner, enabling visitors and guests to establish where their specific events are being held and how to get to the location. It also informs users where to find essential services such as money changers and ATMs in the convention centre. Additional screens are available for advertising with animated content, still images and videos. ARTISTS TO CONVERGE ON HONG KONG For the first time in its nine-year history, Semi-Permanent – “The Conference for Creative People” – is coming to Asia. Twelve industry leaders are scheduled to speak at the event, including Christian Alzmann, of Industrial Light & Magic, fashion photographer Kayt Jones and Andy Fackrell, of 180 Amsterdam. Semi-Permanent will be held on 11-12 March at the Hong Kong Convention and Exhibition Centre. ICONIC BEIJING ARENA GETS NEW NAME MasterCard has obtained naming rights for Beijing’s Wukesong Arena, the basketball venue at the 2008 Olympic Games. The 18,000-seat arena has been renamed the MasterCard Centre or Wanshida Zhongxin in Chinese, in a five-year deal. This is the first commercial rebranding of an Olympic venue in China and complements MasterCard’s “priceless moments” campaign. Chinese pop singer Jacky Cheung performed at the official launch in January. The arena will be used for concerts and sporting events, including NBA basketball. SHANGRI-LA OPENING TWO NEW PROPERTIES IN SRI LANKA Hong Kong-based Shangri-La Asia Limited announced plans for the company’s first foray into Sri Lanka with a multi-use complex with high- end retail facilities, deluxe apartments and a 500-room luxury hotel, which is set to open in Colombo in early 2014. The company is also developing a 300-room resort on 100 acres of land in Hambantota, on the southern coast of the country, which is set to open in 2013.
  5. 5. 6 Q1 2011 N EWS WWW.MARKETING-INTERACTIVE.COM NEWS WWW.MARKETING-INTERACTIVE.COM Q1 2011 7 NEW BANYAN TREE OFFERS INTIMACY IN BALI More than 400 guests, including local celebrities and socialites, danced the night away at the grand opening of the Banyan Tree Ungasan in Bali last month. The luxury resort offers 73 pool villas perched high on cliffs overlooking the ocean and MICE facilities for small events – one ballroom, three meeting rooms and an outdoor function area that can accommodate 300 guests. SINGAPORE EXPO TO TAKE FLIGHT Veteran MICE facility Singapore Expo announced the development of a new convention wing to be completed by early 2012. MAX Atria, as the new facility will be known, will add 23 new meeting rooms and an additional 8,000sq m of space to the 123,000sq m venue. The wing is being designed to meet Singapore’s new green building standards. A FERRY GOOD IDEA FOR BINTAN Bintan Lagoon Resort is launching a private ferry terminal and ferry service for its guests. The new terminal will include a fully operational immigration facility and duty-free shop and will be linked to the resort by a 65m long bridge. Two catamarans and one VIP boat will be available to transport guests directly from Singapore to the resort. The SG$20 million project is expected to be in operation by mid-2011. PROFESSOR DISNEY For the first time in Asia, the Disney Institute is available at Hong Kong Disneyland Resort. The training organisation has been offering professional development programmes in the US for 25 years. The programmes, which include keynote presentations, workshops and seminars, take participants inside the Disney organisation to discover innovative new ideas in the fields of leadership, creativity, service, brand loyalty and people management.
  6. 6. 8 Q1 2011 N EWS WWW.MARKETING-INTERACTIVE.COM NEWS WWW.MARKETING-INTERACTIVE.COM Q1 2011 9 Khiri Travel has appointed Terry Gordon as joint country manager for Vietnam and Cambodia. Gordon was a member of Australia’s Royal Air Force for 14 years and has extensive experience in the Indochina travel industry. “In my role as country manager I want to create innovative MICE experiences, explore unique touring options and provide the highest levels of support,” said Gordon, who will be based in Ho Chi Minh City. Julie Yeong has been appointed director of marketing for JW Marriott Hong Kong. Yeong most recently held the same position at the Singapore JW Marriott Hotel where she worked for 16 years. On her appointment, Yeong said: “I am happy to be part of the flagship JW Marriott Hotel in the Asia Pacific region. Driving revenue in our target business segments, sustaining brand image and retaining talent are my primary focuses.” Adrian Staiti has been named senior VP for stadiums and arenas for World Sport Group (WSG). Staiti will be based in Singapore and will lead WSG’s commercial role in the consortium that will build and manage the Singapore sports hub. This includes managing the sale of sponsorships and advertising partnerships for the hub, which is set to open in 2014. “The development of sports infrastructure across Asia is a huge growth area and I am very excited about the limitless opportunities which it offers to us at World Sport Group,” Staiti said. iris Singapore has appointed Lawrence Stevenson as senior creative and Kim Lim as producer. Stevenson joins from TBWA and said of his new employer: “iris is doing things other agencies aren’t even thinking about, it’s nice that they’ve found a desk for me.” Lim comes to iris following several years at various agencies, including Y&R and Publicis, as well as working in the local film industry. Stevenson and Lim will be based in Singapore and will report to creative director Tom Ormes. Marina Bay Sands president and chief executive officer Thomas Arasi resigned his position in late January after only 18 months. The announcement followed speculation of a shake-up of the casino’s top-level management. In an email to staff, Arasi said: “I have decided to pause, take a breather and spend more time with my daughter and other family.” His departure follows the sacking in July of Steve Jacobs, chief executive of the Las Vegas Sands’ Hong Kong- listed subsidiary, Sands China, which runs casinos and resorts in Macau. FAREWELL TO LONDON After 30 years in London, Incisive Media’s Online Information conference is moving to Hong Kong. On 23-24 March, the HK Convention and Exhibition Centre will host Online Information Asia Pacific. Organisers expect more than 80 international exhibitors and more than 1,000 people. This will be the first time the show, which examines the latest innovations and ideas from the information world, will be held in Asia. AHOY SINGAPORE! Asia’s first yacht show will be held in Singapore from 8-10 April at ONE° 15 Marina Club in Sentosa Cove. Yachts on display at the Singapore Yacht Show will be between 25m and 100m in length. The invitation-only event is being organised by Informa Yacht Group, which is behind the Monaco and Abu Dhabi yacht shows. It’s here again. The premier venue directory for event marketers and meeting planners in Asia Pacific. MARKETING’S GOOD VENUES GUIDE - BE IN IT OR LOSE BUSINESS • Over 4,000 hotels, bars, restaurants and nonstandard venues - all geared for corporate events. • Conclusive coverage of the venue market in Australia, Brunei, Cambodia, China, Hong Kong, Indonesia, Laos, Malaysia, Singapore, Thailand, the Philippines and Vietnam. • Massive circulation & readership of over 38,000 copies and 180,000 readers throughout Asia. • Asia’s indespensible event planning tool.
  7. 7. CAS E S TU DI ES 10 Q1 2011 WWW.MARKETING-INTERACTIVE.COM CASE STUD IES WWW.MARKETING-INTERACTIVE.COM Q1 2011 11 EVENT OBJECTIVE: To introduce Eikon (pronounced icon) to customers in an immersive environment where they could experience the product and hear about its innovations from Thomson Reuters’ senior executives, and to generate interest and sales. EXECUTION: Thomson Reuters and Jack Morton co-ordinated the global campaign with Gardner Nelson & Partners (NY). Go Live events were hosted in 14 key financial centres, including Singapore, Hong Kong, Tokyo and Mumbai. The target audience of top clients and potential customers was sent “save the date” cards in July and electronic and hard copy invitations in September and October. “Getting Eikon into our customers’ hands was a critical component of our overall marketing strategy,” said Hamish White, Thomson Reuters’ global head of marketing for trading focus. “We knew this was a group of people who were difficult to impress so we asked Jack Morton to design a range of experiential activities that were eye-catching and innovative.” Pre-event awareness-raising activities were conducted in all 14 locations. The Eikon marketing campaign kicked off in APAC in mid- September with a street team engagement to generate feedback for the “More/Less” video- web campaign which continued in late October and through November. An extensive global TV campaign was run on CNBC, including 30-second spots on CNBC Asia, beginning with phase one in June and continuing through summer with a heavy phase two push in September through to November. COMPANY THOMSON REUTERS AGENCY JACK MORTON/ GARDNER NELSON & PARTNERS EVENT EIKON GO LIVE DATE OCTOBER – NOVEMBER 2010 LOCALE GLOBAL stations and the “New Era. New Tools” exhibition with sales staff assisting. RESULTS: The event attracted more than 2,300 attendees worldwide, including 750 guests in the four ASEAN locations: Red Dot Design Museum in Singapore, Trident Oberoi in Mumbai, International Forum in Tokyo and the Four Seasons in Hong Kong. Go Live garnered press coverage in more than 26 countries. A total of 182 articles were published about Eikon activity, 36 of which were directly related to the ASEAN launches, including stories in Bloomberg Business Week, Finance Asia, Automated Trader, Thai Business News, The Business Times, India Report, Al Borsa, Financial Hub, India Infoline and India Times. More than 3,000 people worldwide participated in the “More/Less” campaign, holding placards where they wrote what they wanted to see more of and less of in the “new era” of finance. The resulting videos are available at the company’s website. Following Go Live, the campaign’s website received 135,594 unique visitors, almost tripling the year-end objective; contact Eikon requests were nearly double the target at 988 and Eikon received more than 100 mentions on Twitter, making it the 17th highest referral site of more than 700 sites. Facebook was third highest, leading to an average of seven pages per visit. “The creation of the product was very much a collaborative effort centred on the user experience,” said Lee Ann Daly, EVP and chief marketing officer at Thomson Reuters. “The campaign and its engagement with people will contribute to the continued development of the product.” LESSONS LEARNED: “A key challenge when working with a globally conceived message is ensuring it is relevant and understood across different cultures”, said Charles Robinson, VP and executive producer at Jack Morton in Hong Kong. “We worked with the local markets within the four different Asian cultures involved in the campaign to ensure the overall global message and experience were consistent, while ensuring each event resonated with the local culture, language and business context. “One of the best pieces of feedback we received was how impressed our global colleagues were with the high quality of finish and manufacture of the environments we created across the Asian events. “While this is a continual learning process, the success of the Go Live events demonstrated that these are sound principles by which we would work again.” In India, TV spots ran on E Now. Out-of-home advertising appeared in Tokyo’s Central Station and print ads ran in Japanese business publications. Go Live kicked off in London on 6 October and in ASEAN on 3 November with the Singapore event. Intriguing design-focused venues were chosen in each location and transformed into a branded space. At every Go Live, Thomson Reuters’ senior executives gave presentations introducing the product. Guests then explored the Eikon demo
  8. 8. CAS E S TU DI ES 12 Q1 2011 WWW.MARKETING-INTERACTIVE.COM CASE STUD IES WWW.MARKETING-INTERACTIVE.COM Q1 2011 13 EVENT OBJECTIVE: Starbucks Coffee Hong Kong joined with the Caring for Children Foundation (CFCF) to raise money for victims of the Sichuan earthquake. The event aligned with the company’s guiding principle of contributing positively to communities and the environment, and to its holiday marketing campaign – “Share a Cup, Share a Story” – to reinforce the brand’s home- away-from-home experience. EXECUTION: Publicity commenced two weeks prior to the event with an in-store announcement attended by local media. Three major channels were also used: an EDM campaign to Maxim’s Group (business partner of Starbucks Hong Kong), in-store promotions and collateral, and point-of-purchase support, generating word-of- mouth. During a two-hour period, 11,000 cups of “passionately brewed beverages” were sold in Hong Kong’s 110 Starbucks stores, which all took part in the event. RESULTS: There was a “significant increase” in store traffic during the event and positive feedback from customers. Sales generated HK$320,000, all of which was donated to the restoration project for Guandu Bridge in Dakangzhen Jiangyou. The money raised will help six villages and 12,000 people in need. “Customerscareaboutwhethercorporations are doing business with good purpose, and giving back to the community is better than doing any marketing tactic,” said Teresa Shum, PR and communications manager for Starbucks Coffee Hong Kong. LESSONS LEARNED: “We expected a surge in customer visits during the two hours and we thought that would pose a challenge to the operation, but our partners successfully delivered a consistently high level of service,” Shum said. “We know that our customers are very supportive of this kind of activity. “This provides a good benchmark for other charity programmes.” COMPANY STARBUCKS EVENT COFFEE FOR A CAUSE DATE NOVEMBER 2010 LOCALE HONG KONG EVENT OBJECTIVE: To promote Mission Hills on Hainan Island as a premium golf and recreation destination in China and highlight the resort’s role as a crucial component of the Central Government’s plan to make Hainan a leading global tourism destination by 2020. The Mission Hills Star Trophy (MHST) is the first Pro- Celebrity Pro-Am event of international class in Asia and is slated to become an annual event. EXECUTION: The promotional campaign began with a press conference in March 2010 and included TV, print, internet, social media and outdoor billboard channels. During four days in October, the luxury golf resort hosted a bevy of international and local film and sport celebrities for a series of events. The professional golf tournament boasted Asia Pacific’s largest individual prize purse of US$1.28 million; the Pro-Celebrity event paid US$100,000 to the winning team and a charity dinner was held to raise money for UNICEF. MissionHillsgeneratedhugebuzzbybringing in A-list stars Catherine Zeta-Jones, Hugh Grant, Matthew McConaughey and Maggie Cheung. They were joined by swimmer Michael Phelps and golf legends Greg Norman, Sir Nick Faldo, Colin Montgomerie, Lorena Ochoa and Annika Sorenstam, along with local golf stars. A total of 20 professional golfers, 20 celebrities and 120 amateur golfers (VIPs and sponsor invitees) took part. RESULTS: Over four days, more than 500 international media outlets covered the event, which was televised in 150 countries and captured by more than 438 million TV households worldwide. Throughout the tournament, the event’s website achieved 633 million page views on various channels. A total of 85,000 messages were uploaded and re-tweeted by the general public to an estimated 1.7 million netizens. “Since the MHST took place, we have seen a significant increase in guests at Mission Hills,” said Ken Chu, Mission Hills’ executive vice- chairman. “Many of these guests have directly attributed their visit to the MHST.” LESSONS LEARNED: “The MHST reaffirmed our belief that Mission Hills can successfully host the world’s biggest events,” Chu said. “We would follow a very similar game plan for any future MHST. “We envision it growing into Asia’s equivalent of Pebble Beach’s AT&T National Pro-Am, a tournament that fans of golf and film around the globe eagerly anticipate.” COMPANY MISSION HILLS – HAIKOU RESORT EVENT MISSION HILLS STAR TROPHY DATE OCTOBER 2010 LOCALE HAIKOU, HAINAN, CHINA
  9. 9. O P I N I O N 14 Q1 2011 WWW.MARKETING-INTERACTIVE.COM OPINION WWW.MARKETING-INTERACTIVE.COM Q1 2011 15 BY JOSH BLACK As brand marketers and event managers, we spend almost all our time focusing on event-day execution. But stepping back from the process, ponder this question: Why do brands run events or get involved with events? The truth is there are many answers, but the core reason is generally the opportunity to communicate with a target audience for your brand, product or service. One hopes it will be a two-way conversation. The problem is that 95% of the effort is going to only part of the opportunity – the event day execution. How you engage with your target audience before and after the event is just as important, but often the opportunity rarely goes beyond collecting name cards for a database that never gets activated. Let’s take a closer look at the pre-event engagement opportunity. You can significantly alter the perception your target audience has of your brand through some intelligent cost-effective brand-building marketing ideas, including teasers, personalised offers, sneak previews, search marketing and PR. This will ensure your target arrives at the event ready to have a conversation – which has been significantly shaped by you. I was fortunate enough to work on the launch of Tropicana Pure Premium in South Korea several years ago. To shape brand perception pre-event in a highly competitive juice market, we sent more than 150 attendees an actual orange tree, which was hand-delivered by a farmer. This was followed with a teaser idea that saw us deliver a glass of juice to their desk the morning before the event (putting the brand top-of-mind). The ideas don’t have to win awards – they just need to be relevant, timely and well executed to create or shift existing brand perceptions. The way you engage with your target audience post-event is just as important as pre-event, particularly given the investments made in executing the event. Time and time again, I see brands invest countless resources in creating or sponsoring events, only to see their target walk out the door after the event ends, taking the communication opportunity with them. Collecting a target’s data and sending them communication materials once, occasionally or infrequently is just adding to the noise created by competitors. Thinking laterally will deliver better results. Continue the conversation with customers through social media, give them tools that add value to their lives and solve real problems, and evolve the brand experience through personalised outreach offers and advice. Event execution will always be critical because this is where your target has a real hands-on experience with your brand. But don’t discount the value of using resources for the pre and post-event engagement. A little extra effort will ensure that members of your target audience arrive ready to have a meaningful dialogue with you – and depart retaining, understanding and evangelising your brand messages – well after the event has ended. Josh Black is chief operating officer Asia, Glue Agency, Singapore Be prepared: Planning before and after the event can be as vital as the event. “The way you engage with your target audience post-event is just as important as pre-event, particularly given the investments made in executing the event.” THE BROADER ENGAGEMENT OPPORTUNITY BY KELVIN TAYLOR A perennial challenge in our business is to deliver a cost-effective event without compromising the design intent and innovation, while controlling the design process and maintaining the aesthetic without blowing the budget. Problems often occur when the creative design process is undertaken in isolation from the delivery stage of the project. Planning and delivering a branded event that provides an experience with that “wow” factor, but doesn’t cost the earth, requires a holistic approach in which the creative and delivery aspects of the project are shaped and massaged from inception to completion. This is not a sequential process, but a dynamic process. The normal project life cycle commences with strategic planning, budget planning and creative design, followed by design development (usually involving multiple design changes), design documentation (more changes) and procurement that involves design changes to meet the original budget. Lastly, you have implementation where contractors argue over the design (more changes) and inevitably charge variations because of required revisions. The appointment of an external design and project manager to oversee the project from start to finish can alleviate all these issues. The project manager is positioned as a client advocate and sits between the client, designer, event organiser and contractor by managing all stakeholder expectations and obligations. The role of the project manager starts with the client brief where the project expectations, budgets and performance criteria are documented. As designs are produced, in strict accordance with client criteria, the project manager measures the building ability of the design. Creativity must be matched with pragmatism. The designer is encouraged to create and innovate, but in a setting defined by practicality and usability. If time, cost or quality cannot be delivered, the design needs to be re- addressed prior to the client signing off. With this approach, any issues that may otherwise raise their head in delivery are circumvented in the design stage. For the past four years we’ve managed the development and delivery of the Tabcorp VIP enclosure at the Melbourne Cup, and this year we took on Lexus. The key challenge for us has been dealing with the lack of up front detail or design documentation, necessitating micro-management of site contractors – or risking exposure to interpretation and misunderstanding. With usual short time frames affecting the delivery of these projects, an on-site presence was required to channel communication to sub contractors. A central point of contact between all parties is fundamental to tailoring a solution to suit the budget, protect the design intent and deliver an event space according to the client’s expectations. While there may not be a universal panacea, anticipation and prevention are better than standing back and waiting and hoping everything will work out. A project manager involved in the process from start to finish can collaborate openly with all parties and deliver an outcome to best satisfy everyone – especially the client who pays the bill. Kelvin Taylor is marketing director of Diadem, Australia Good bet: Tabcorp’s VIP enclosure at the 2010 Melbourne Cup was a winner. “A project manager involved in the process from start to finish can collaborate openly with all parties and deliver an outcome to best satisfy everyone.” GO OUTSIDE TO MANAGE AN INSIDE JOB
  10. 10. 16 Q1 2011 WWW.MARKETING-INTERACTIVE.COM WWW.MARKETING-INTERACTIVE.COM Q1 2011 17 MARKET FO CU S : S I N GA P O R E 1616 Q1 2011 WWW.MARKETING-INTERACTIVE.COM MARKET FOCUS: SING APORE WWW.MARKETING-INTERACTIVE.COM Q1 2011 17 It’s no secret what makes Singapore the perennial favourite of conference organisers: security, stability, scenery, scintillating venues and service, but is there enough of all this to meet the rapacious demand?The infinity pool atop Marina Bay Sands.
  11. 11. MARKET FO CU S : S I N GA P O R E 18 Q1 2011 WWW.MARKETING-INTERACTIVE.COM MARKET FOCUS: SING APORE WWW.MARKETING-INTERACTIVE.COM Q1 2011 19 he rags-to-riches story of Singapore is well known: how the country emerged from the ashes of World War II to transform into one of the world’s most desirable city-states – with an enviable economic growth rate to boot. What may not be so well known is that Singapore is continuously changing and forever improving. The city seems to be constantly under construction and signs promising a “new and improved” something are everywhere. Thanks to a government that plans years ahead to keep logistics running smoothly, Singapore’s relentless transformation never results in chaos. It’s not surprising Singapore has been ranked the world’s “Top International Meeting City” for the past three years by the Union of International Associations (UIA); and moved to second on the “Top International Meeting Countries” list. (The US and France are one and three respectively). Singapore’s high ranking on numerous most- desirable location lists is the result of a carefully First class: Marina Bay Sands, Sands Theatre and the Grand Ballroom have put Singapore on the world map. Centre of the universe: Singapore’s Resorts World Sentosa, home to Universal Studios, has already booked 500 events for the year. orchestrated campaign by the government and the Singapore Tourism Board (STB). While the STB doesn’t disclose the exact number of MICE events held each year, it revealed that on average, more than 6,000 events are held in the city annually. In 2009, Singapore attracted 2.6 million business travellers, accounting for 27% of all visitors. They spent roughly S$4.2 billion, representing 33% of total tourist spending. Projections for 2011 are robust: Resorts World Sentosa (home to Universal Studios) has already booked 500 events for the year and the famed Marina Bay Sands has more than 300. The Integrated Resorts (World Sentosa and Marina Bay Sands) are only two of the myriad of event locations in the city, but they are what might be called the shining jewels in the crown of Singapore’s MICE industry. Yet, fabulous hotels and theme parks are only part of the story. Many cities have magnificent hotels and diverse activities. What makes Singapore so desirable can be described as a confluence of advantages, beginning with its strategic location and secure political situation. “One of Singapore’s key success factors is its location,” says Paul Stocker, VP of MICE sales for Resorts World Sentosa (RWS). “Sitting at the heart of Asia, it is the gateway to the world, including the two greatest developing markets – China and India.” “SITTTING AAT THEE HEAART OF ASIA, SINGAPORRE IS THHE GAATEWAYAY TO TTHE WOORLD, INNCLUDINGG THE TWO GREATTEST DEVELOPINGG MMARKEETS – CCHINA AAND INDIAA.” Paul Stocker – VP of MICE sales for Resorts World Sentosa
  12. 12. MARKET FO CU S : S I N GA P O R E 20 Q1 2011 WWW.MARKETING-INTERACTIVE.COM MARKET FOCUS: SING APORE WWW.MARKETING-INTERACTIVE.COM Q1 2011 21 MMMAAAAA RRRKKKK EEEE TTTT FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS ::: SSSSIII NNNNGGGGAAAAAA PPPPPOOOOOO RRRRRREEEE TO BOOK YOUR MARINA BAY SANDS EXPERIENCE 10 Bayfront Avenue, Singapore 018956 | +65 6688 3000 | sales@marinabaysands.com | marinabaysands.com MAKE IT PERSONAL... ...MAKE IT MARINA BAY SANDS MEETINGS Advanced technologies will never replace face-to-face interactions, a handshake, a conversation, or an idea shared. And there’s no better place to share those ideas than at Marina Bay Sands® Meetings, Asia’s largest and most flexible meetings and conventions space. Global in scope, intimate in detail, with decades of Las Vegas Sands meeting experience, at Marina Bay Sands Meetings it’s never business as usual, it’s business done right Pulsating with life both day and night, Marina Bay Sands offers sensational experiences from the culinary wizardry of “Asia’s Dining Destination”, the spectacular brands of The Shoppes at Marina Bay Sands, home to The Lion King and coming soon, the iconic ArtScience Museum. More importantly, particularly in this region, Singapore offers unwavering political stability. An event can be booked two years in advance with absolute confidence that no political demonstrations or interruption of city services (or worse, an airport closure) will sabotage the event. John Yan, MD for The Event Company Staging Connections, has a list of reasons why Singapore is such a desirable MICE location. “It has one of the best airports in the world with great connectivity and flight frequency; a modern, stable and technologically advanced infrastructure; it is one of the safest countries in the world and it has a wide range and variety of food from all corners of the globe,” Yan says. Add to that a diverse choice of facilities, top creative talent, English as the official language and warm temperate weather and Singapore is tough to beat. Moreover, Singapore has a very modern infrastructure and MICE facilities have been designed to handle technologically sophisticated events. “The Singapore government has invested heavily in positioning itself as a tourism and events hub and it plays an important role in ensuring that the quality and standards of the facilities are the best possible,” Yan says. At last count, Singapore boasted nearly 300 hotels and 46,000 rooms. Hotels range from the small and trendy (The Scarlet in Chinatown) to luxury chains (Shangri-La and Ritz Carlton) to mega-resorts such as the Marina Bay Sands. It’s safe to say there is a hotel for every budget and for every taste: whether a bustling business hotel in the heart of the city, a beach resort or grand and historic accommodations such as Raffles or The Fullerton. INTEGRRATED RRESSORTTS: MAARINAA BAY SANNDSS & RRESOORTTS WWORLDD SENTTOSA Boutique and trendy: The Scarlet hotel in Chinatown.
  13. 13. MARKET FO CU S : S I N GA P O R E 22 Q1 2011 WWW.MARKETING-INTERACTIVE.COM MARKET FOCUS: SING APORE WWW.MARKETING-INTERACTIVE.COM Q1 2011 23 At Suntec Singapore, we make sure your event is nothing short of spectacular. A venue designed with flexibility in mind, a team trained to provide unparalled service and a desire to delight all our guests with world-class cuisine are the basics that we deliver to any event organiser. Last October, Suntec Singapore International Convention & Exhibition Centre stood out from competition and clinched the “Best Business Events Experience” award at the prestigious Singapore Experience Awards organised by the Singapore Tourism Board. The only venue to have won this award two years consecutively! A name that needs no introduction among local and international event organisers, Suntec Singapore has grown from strength to strength as the nation’s first purpose-built convention centre advocated by then Prime Minister Mr Lee Kuan Yew to an award-winning and world-renowned venue. From hardware to software, our venue is designed to deliver the best experience, be it for event organisers or their guests. Our highly versatile space means that there is always room for ideas and creativity regardless of the nature and size of the event. But any seasoned event organiser will know that infrastructure alone will not create an unforgettable event. Impeccable service begins with a well-trained and dedicated team with a can-do attitude who is always ready to go the extra mile. This has been our mantra since our inception. A successful event is never complete without the perfect dining experience. At Suntec Singapore, preparing first class cuisine for our guests is simply second nature. Whether it’s a breakfast meeting for ten or a lavish gala dinner for a few thousand, our philosophy is to provide quality meals using the finest ingredients with a personalised touch. With a tantalising menu selection that caters to diverse events rivaling top dining establishments, our name is synonymous with the highest standards in cuisine and service. Our award-winning culinary team has served distinguished guests from all over the world including US Secretary of State Hillary Clinton, Chinese President Hu Jintao, Prince Albert of Monaco and Bill Gates. Testament to our culinary excellence, we were also the official caterer for numerous offsite events such as the inaugural Youth Olympic Games 2010, Singapore Airshow, President’s Scholarship Award Ceremony & Dinner and the Annual National Day Awards Investiture Ceremony. Singapore was named “Top International Meeting City” for 3 consecutive years and “Asia’s Top Country and City for Meetings” for 26 consecutive years by various international associations. Throughout the years, Suntec Singapore has been instrumental to the sustained growth and achievements of Singapore’s MICE industry as the city-state transforms itself to becoming one of the foremost leading business events destinations globally. Advertorial Designed To Be The Best Get it while it’s hot: The Red Dot Museum, Marina Barrage and Singapore Expo are all popular event locations. “Simply put, the facilities in Singapore are world-class. They are comparable to top facilities anywhere else in the world,” Yan says. Aside from a surfeit of hotels, there are numerous choices of off site venues. Singapore has its share of exhibition halls, including Suntec, Singapore Expo, Raffles City and the Waterfront Conference Centre; not to mention the new facilities offered at the Integrated Resorts. And, for a city not known for its edge, there are a surprising number of unique and quirky event spaces. Bernard Oh, Group CEO of the Audience Motivation Company Asia, says his favourite venues innumerable, but when pressed says: “We love Marina Barrage and quaint spots such as TheatreWorks and Red Dot Museum, but at the end of the day, it all depends on our clients’ requirements and the experience we want to convey.” There’s no doubt Singapore offers a plethora of world-class hotels and off site venues, but as any good event planner knows, the “hardware” is only one part of the equation. Both Oh and Stocker made a point of mentioning Singapore’s “software” – what Stocker calls “a robust pool of talent that businesses will be able to tap into”. “What you can find in Singapore is not only an efficient service industry, but a diverse pool of talent from various countries and hence, knowledge of their culture, language and, of course, preferences, giving Singapore a unique edge,” Stocker says. Oh says his company works with a number
  14. 14. MARKET FO CU S : S I N GA P O R E 24 Q1 2011 WWW.MARKETING-INTERACTIVE.COM MARKET FOCUS: SING APORE WWW.MARKETING-INTERACTIVE.COM Q1 2011 25 “I BBELIEVVE SINNGAPOORE HAAS WORLD-CLASSS SUPPPORTT INDUSSTRIES IIN PLACEE.” John Yan – MD of The Event Company Staging Connections THEE FAACTSS A city of diversity (clockwise): The Fullerton Hotel, Chinatown’s architecture and Suntec City. First-class destination: Singapore has many reasons for attracting companies, including its financial centre. of different vendors and gives high marks to XXX Studios, which recently assisted his team on an event for SingTel. Yan says it is against company policy to name specific companies it works with at The Events Company, but says its suppliers – most of whom it has worked with for years – deliver “world-class quality”. But even diamonds have their flaws and Singapore is no exception. In a sense, Singapore is the proverbial victim of its own success. One of Singapore’s main advantages – its small size – can sometimes be a disadvantage. The immense popularity of Singapore as an event destination keeps local talent and resources in short supply. Both Oh and Yan mention high costs as one drawback to hosting an event in the city. Though bullish about Singapore, Oh concedes the city does have its shortcomings, saying: “Singapore is ideal for many business meetings, conferences, summits and exhibitions, but she can also project a sense of ‘been there done that’, which doesn’t make her an ideal location for incentive trips”. Oh also cites a lack of large off site venues in Singapore as a challenge. He mentions holding events in helicopter hangers in Kuala Lumpur and New Zealand and a 14th century Gothic building in Barcelona as examples of locations that added a special touch to the overall experience created by his company. Yan also cautions he sees challenges in supporting industries because supply is racing to keep pace with demand. “I believe Singapore has world-class support industries in place. However, given the current demands, most of the good resources are stretched extremely thin, hence it is very important for the country to bring in external resources to continue developing local people,” Yan says. Shortage of talent is an oft-cited complaint of industry insiders. It’s not that there aren’t talented people, but there simply are not enough of them to optimally support the event industry in Singapore. As a result, Yan says people are working long hours for extended periods of time, leading to fatigue and burnout. With unemployment hovering at roughly 2%, this is a problem that will take time to solve. However, no industry is without challenges, and no city will be the perfect fit for every event, but Singapore comes pretty close. Its good strategic location, political stability, top-notch and diverse facilities and infrastructure, pool of world-class talent and nearly year-round sunshine are just some of the reasons Singapore is such a favourite MICE destination. If you think the island nation is the right location for your next event, act quickly because Yan has one piece of parting advice. “Book your hotels and venues as early as possible. Singapore is the now destination.” As we progress further into 2011, the Lion City is roaring loudly, moving forward, developing new venues and attractions and waiting with arms wide open.
  15. 15. MARKET I N TELLI GEN CE 26 Q1 2011 WWW.MARKETING-INTERACTIVE.COM MARKET INTELLIG ENCE WWW.MARKETING-INTERACTIVE.COM Q1 2011 27 n mid-January, UFI, the Global Association of the Exhibition Industry, released its sixth Global Barometer Survey, which confirmed the exhibition industry had left behind the depressed business environment of the past two years and is moving positively ahead. The data was collected in December 2010 from 173 companies in 54 countries, including UFI members and in the US, members of SISO (Society of Independent Show Organisers) and AFIDA (Association International de Ferias de America) in Central and South America. Results continue to demonstrate significant regional variations with a smaller exposure to the downturn in the Middle East and Africa and an After weathering the economic storm of the past two years, the exhibition industry is set to move into calmer and more prosperous waters, according to the latest Global Barometer Survey from UFI. earlier recovery in Asia Pacific and the Americas than in Europe. The confidence level – now the impact of the economic crisis on their exhibition businesses is over – has significantly increased in the Americas during the past six months, and has reached a level of optimism similar to the Asia Pacific region. UFI’s survey shows a majority of those surveyed in three regions (Americas, Asia Pacific and Middle East/Africa) registered an increase in profits of more than 10% in 2010 compared with 2009. Europe has also shown significant improvement with a majority of survey participants now expecting “stable” or better operating profits compared with 2009. A “bottoming-out” of the decreased turnover experienced since 2008 has occurred in all regions, and a majority of companies worldwide anticipate an increase in turnover during the first half of 2011. Most significant is the change in perception of the current impact of the economic crisis. Today, almost 50% say they have put the crisis “behind” them and are looking positively to the future. However, it’s not until the third quarter of 2012 that a real end to the crisis is foreseen. Those questioned are still sensitive to the potential for renewed economic difficulties, which they say may occur because of the “state of the national/regional economy”, “internal management challenges” and “global economic uncertainty”. Finally, companies were asked to identify the three most important issues for their business in the coming year, out of a list of seven. In all regions except Asia Pacific, the top three were: the state of the national/regional economy; global economic uncertainty, and internal management challenges (finance, human resources, staff and training). The issue of local/national competition within the exhibition industry ranked fourth in almost all regions and third in Asia Pacific. When only looking at the most important issue identified in each region, a majority of respondents in all regions (56% in the Americas, 42% in Asia Pacific, 62% in Europe and 43% in the Middle East/Africa) rank the state of the economy first (at either the global or regional level). Source: The Global Association of the Exhibition Industry 86% 14% 48% 52% Americas 42% 58% 39% 61% Asia Pacific 80% 20% 77% 23% Europe 57% 43% 29% 71% Middle East and Africa Would you say that the impact of the “economic crisis” on your exhibition business is now over? (As declared in December 2010 and – lighter charts – June 2010) Yes No, I still feel its impact Eight of the most important issues for your business in the coming year Distribution of all issues selected (As declared in December 2010 and – lighter charts – June 2010) Source: The Global Association of the Exhibition Industry State of the national/regional economy Global economic uncertainty Internal management challenges (eg. finance, HR, staff and training) Local/national competition from within the exhibition industry Environmental challenges (customer expectations, regulations, etc.) Competition with other media (eg. internet, virtual trade shows, social media) Integration with other media Others 25% 21% 16% 9% 9% 9% 3% 8% 28% 18% 15% 10% 8% 7% 3% 11% Americas 18% 18% 24% 16% 3% 5% 3% 13% 19% 20% 23% 21% 4% 4% 1% 9% Asia Pacific Europe 24% 14% 11% 4% 1% 8% 24% 17% 18% 16% 2% 8% 19% 19% 8% 7% World 21% 14% 9% 5% 5% 2% 2% 9% 9% 23% 19% 16% 20% 20% 20% 6% 2% 29% Middle East and Africa 24% 21% 17% 7% 0% 12% 9% 2% 12% 21% 21% 2% Smiles all round: Congressional delegates at the Marina Bay Sands are optimistic about the future. Eventimagescourtesyof:UFI(TheGlobalAssociationoftheExhibitionIndustry). Brighter prospects: The UFI’s latest survey predicts the exhibition business is set to grow again.
  16. 16. 28 Q1 2011 WWW.MARKETING-INTERACTIVE.COM WWW.MARKETING-INTERACTIVE.COM Q1 2011 29 Elaine Wong and Elizabeth Armstrong create unforgettable events for Standard Chartered’s wholesale bank. Jaimie Seaton uncovers the secrets of their success. Photography:OlivierHenry–www.milkphotographie.com, Hairandmake-up:RedNgoh Eventsetup:KeyEvents,Location:CapellaSingapore C O V ER S TO R Y COVER STORY 28 Q1 2011 WWW.MARKETING-INTERACTIVE.COM WWW.MARKETING-INTERACTIVE.COM Q1 2011 29
  17. 17. C O V ER S TO R Y 30 Q1 2011 WWW.MARKETING-INTERACTIVE.COM COVER STORY WWW.MARKETING-INTERACTIVE.COM Q1 2011 31 Revved up: Exotic entertainment was on offer for people at the White Night F1 welcome dinner in 2010. Make it memorable: Elizabeth Armstrong and Elaine Wong believe events should provide an experience clients will never forget. Armstrong, global head of marketing, and Wong, director, global head of events and sponsorships – both in the wholesale banking division of Standard Chartered Bank – cater to their bank’s elite clients. The list includes the senior management of other financial institutions, multi-nationals, local corporates and governments. Based in Singapore, this dynamic duo put on an amazing 500-plus events worldwide last year with a global team of only 40, nearly half of whom work part time. Though their budget is confidential, they say it is considerably smaller than some of their competitors. Even so, their mantra is always the same – quality and personalisation. “We definitely don’t do some of the events that our competitors do,” Wong says. “The big-branded events cost a lot of money and the budgets we spend don’t run in that league. What we do is more personal and on a smaller scale. “In terms of relationship-building, I think it’s more effective to do smaller one-to-one events.” “WE’RE CATERING TO A GROUP OF PEOPLE WHO HAVE EVERYTHING IN THEIR LIVES. WHAT CAN WE GIVE THEM? AT THE END OF THE DAY, IT’S THE THOUGHTFULNESS THAT COUNTS.” Elaine Wong – director, global head of events and sponsorships at Standard Chartered Bank hen Elizabeth Armstrong and Elaine Wong plan an event they expect the execution to be perfect, but attending one of their events should never feel like work. They want guests to feel they are at a warm and comfortable social occasion, perhaps in the living room of an old and trusted friend. And, like any good hosts, Libby (as Elizabeth is known) and Elaine ensure guests have everything they need. If the event is at a beach resort, sunscreen, slippers and a good book to read by the pool – all in a beach bag – might be presented. For a golf weekend, a sun hat and some new golf balls could be on offer. For an event in an exotic location, it would not be unusual to receive a small item by a local artist. “These things don’t cost a lot, but we want guests to know that we’ve thought about the experience,” Wong says. “We’re catering to a group of people who have everything in their lives. What can we give them? At the end of the day, it’s the thoughtfulness that counts.”
  18. 18. C O V ER S TO R Y 32 Q1 2011 WWW.MARKETING-INTERACTIVE.COM COVER STORY WWW.MARKETING-INTERACTIVE.COM Q1 2011 33 Adds Armstrong: “It comes back to our strategy. On the wholesale side, we’re not into mass client acquisitions. Where our competitors have used sponsorships, a lot of that is about building the business and having a big-branded profile, which for us, is delivered through the front line.” MAKING THE CONNECTION During a lengthy conversation in a conference room on the 13th floor of Standard Chartered’s new offices at Marina Bay Financial Centre, the pair discussed their mission at the bank, their philosophy about events, experiences working with outside vendors and some of their pet peeves. Armstrong, a native Australian and Wong, from Malaysia, clearly have a relaxed working relationship: the kind where the two finish each other’s sentences and praise one another easily. But their easy-going manner belies how vital their work is for the bank. Standard Chartered has recorded seven consecutive years of record- breaking profits – a remarkable feat in view of the financial crisis – and the wholesale banking side accounts for 80% of its bottom-line. “The key dynamic in wholesale banking is the relationship-driven approach done through the front line with people and human relationships,” Armstrong says. “That’s how we market the bank. Our role as the marketing function is to make those interactions more effective.” Armstrong describes a four-pronged event marketing approach. “We have the events that we participate in, such as the International Monetary Fund Annual Meetings and Davos (the World Economic Forum) where we’ll send delegates – our chairman and senior managers – to meet with clients in bilateral situations. “The second important approach for us are proprietary events – where we develop something like a forum, symposium or road show – which target our clients specifically; and that takes it back to our strategy of deepening our relationships with clients. “None of our events are done for acquisition, it’s all about deepening existing relationships, and with these events it’s only us talking to our clients. We’ll have Paul Krugman [the Nobel Prize-winning economist] or Condoleezza Rice [former US Secretary of State] or our own people, such as our chief economist, Dr Gerard Lyons who is fantastic at speaking. The attraction of our clients to those events is very high. “The third area is sponsorship and branded events, but we don’t do many of these because we can’t guarantee that we’ll reach our clients.” (Events such as the Marathon and sponsorships such as Liverpool are run by the consumer bank and the corporate affairs department).Driving its dollar further: Standard Chartered’s F1 events have become hugely popular with clients.Life in the fast lane: Luxurious suite and outdoor viewing area at the F1.
  19. 19. C O V ER S TO R Y 34 Q1 2011 WWW.MARKETING-INTERACTIVE.COM COVER STORY WWW.MARKETING-INTERACTIVE.COM Q1 2011 35WWW.MARKETING-INTERACTIVE.COM “We do sponsor very small niche industry events such as Eurofinance or Marine Money, where we have more control. We’re there for branding and the ability to influence the agenda,” Armstrong says. “There are other banks there as well, so our expertise is in front of the other banks and obviously their clients.” As she began to explain that the fourth prong is hospitality to thank clients for their business, Wong jumps in and says: “That’s the fun one”, and Armstrong adds: “Yes, that’s the fun one. All of them are fun.” Hospitality takes the form of large global events such as F1, the World Cup, big cultural festivals such as Chinese New Year and Deepavali and golf days. “At the heart of hospitality is developing good, quality and informal times,” Armstrong says. “Just relaxing, enjoying each other’s company, getting to know each other better. In the case of Formula 1, we’ll introduce clients to our chairman and other top executives, so it’s a networking opportunity as well.” IT’S ALL ABOUT THE EXECUTION After discussing the bank’s 150-year history and its network in Asia, Africa and Middle East, the conversation turned to events and how each one is used to strengthen the bank’s relationships with clients. “All of the clients who are coming to our events go to other banks’ events, so we can only differentiate on detail,” Armstrong says. “The clients genuinely relax and enjoy our events because of the relationship that we have with them. I’ve worked in banks almost 10 years, and that’s the thing that always strikes me at Standard Chartered: the genuine friendships that have developed over the years. “That’s what I’ve seen the whole time I’ve been here, and that’s really what our brand is built on.” Wong adds: “We have a pyramid approach to our events, relative to the level of the relationship. We have different events targeted to the chairman versus what we have for the middle office. We’re building relationships from the bottom to the top. “As a result, there’s quite a big calendar around both ends of the spectrum. You don’t want to create event fatigue with your clients, and the second thing is you want to ensure that the calibre of your execution is flawless.” To this end, Wong is working towards forming a global and strategic relationship with the vendors she uses for events. “That’s definitely the direction we want to go in … to align ourselves with a few vendors that we trust and who know how we work,” Wong says. “THE CLIENTS GENUINELY RELAX AND ENJOY OUR EVENTS BECAUSE OF THE RELATIONSHIP THAT WE HAVE WITH THEM.” Elizabeth Armstrong, global head of marketing, wholesale banking at Standard Chartered Bank You can bank on it: Standard Chartered provides guests with gift packages to enhance the experience. XXX insert caption here. “For example, I’ve worked with the same event company for the past three F1s and they know exactly how it works and I know exactly what I can expect from them.” The company is Key Events and it was started in 2008 by Janet Wong and Barbara Heng, childhood friends who had worked together for 20 years in the tourism industry. In fact, the impetus for starting the company came after Janet worked (freelance) with Libby and Elaine on the F1 in 2008. “I enjoy working with them,” says Janet in reference to the Standard Chartered team. “They have vision and their direction is very clear. They know what they want and they get us to deliver. There is nothing wishy-washy about it. It can be difficult because they are very exacting, but they direct us well. “The way Barbara and I work, if there is a problem, we don’t hide it from the clients. Whether it’s logistics or budget, we meet and fix it. Libby and Elaine are different because they want to hear it and work out a solution.” Elaine Wong says that what sets Key Events apart is that she trusts them to get the job done. She commends their attitude and drive, not to mention their great contacts in sourcing even the most obscure items. “Everything you brief them on gets done,” Wong says. “That’s very important because you have to top yourself every year; you have a regular group of clients who keep coming back.” THE SUITE LIFE OF FORMULA 1 “The thing I’ve always really admired about Elaine,” says Armstrong, “and I’ll take the example of F1: in 2008 the event was fantastic, and yet she could come back in 2009 and make it more fantastic. “And then, when 2009 was so incredible, she comes in 2010 and blows everyone out of the water. It’s all the little ideas she has for the next event.” Wong responds: “You have some clients who come back for all three [F1] events year after year. You have to up the ante because you don’t want to give them the same experiences. “For me, success is for the client to want to come back for the same event each year. It’s the hospitality that we create around the event [F1] that really differentiates us from other banks, from our competitors who have bigger budgets. “We don’t sponsor any cars, we don’t sponsor drivers, we just have the hospitality suite, so what we do with the suite is really different. We secure the same place every year, XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXXX ininininininininininininininninininininniniinninininininnnininininininininnnininninininnininniniiinininiiiininininnnniniiniii serserserserseseserserserserserereserseserseserserserserseserserserserserserserserserssessersesereeesersersseseereesersererserserserserserserserssersesersersereserserrsersereserserersesserserserserserrrrs rseresess t cct ct ct ctt ct ct ct ct ct ct ct ct ct ct ct ct ct ct cttt ct ct cct ct ct ct ct ct ct cttt ct ct ct ct ct ct ct cttttt ct ctttttt cttttt ctt cttt ct ct ct ct ct cccttt ctt cctt cttt ccttt cct ccct ccct cccccccccccccccaptaptaptaptaptaptaptaptaptaptaptaptaptaptaptappaptaptaptaptaptaptaptaptaptaptaaptaptaptpapapaptaptaptaptaptaptaptptaptaptaptaptaptptaaptaptaptaptapaptapaptaapapaptaptptaptapppppppapttaptaptaptappppppaptaaptaptpapaptaaaaptpaaptapaptapta ttptptttttaptttpaptaptpaptaptapttaptaptapptaapppt onioiononionionionionionononioioniononononionionionionionioionionionionionionnionionionononiononionionioniononionionononiononioniononononononionoonononnnionnnonionnionoonionononononoononnnoooooooooononnonion heheheheheheheheheheheeehehehehhehehehehhehehehehehehehehehehehehehehehehehehhehehhehehehehehehehhehehehehehhehehehheeheheeheeeeheeeeeheheheeeeeeheheheeeeehheheeheeeeeeeeeeeeeeeere.re.re.re.rerererere.reere.re.re.re.re.re.eere.rererere.re.re.e.re.re.re.eeeeeeeeere.rere.reeeerereerererrrrrrre.errrereereee.re.rrrrererrrrre.
  20. 20. C O V ER S TO R Y 36 Q1 2011 WWW.MARKETING-INTERACTIVE.COM COVER STORY WWW.MARKETING-INTERACTIVE.COM Q1 2011 37 opposite the pit, and we make it unique and something we own. “Key Events works very closely with Kingsman, which is the appointed production crew that the Grand Prix uses to build the suites, and they’re great to work with. “We don’t use the typical banquet table with 10 chairs. We change it, we make it loungy with different sections for different things. We bring in a masseuse, we have wine tastings and we use the suite to its full potential. We have a lot more activities going on at our suite than, I think, anywhere else.” The reason, it’s pointed out, is because not all guests are F1 fans and Armstrong and Wong want to create an enjoyable experience for everyone. Activities such as a wine tastings can also act as icebreakers. “You have to create opportunities for the guests to meet people, aside from our bankers,” Wong says. “Say they want to meet CEO Y from company X, you have to create these little opportunities for them to mingle.” VICTIMS OF THEIR SUCCESS Wong and Armstrong are very good at what they do, which is great for the bank, but can make their lives more stressful. The bottom line is that a lot of people want to attend their events. “The nightmare stories are when people just turn up,” Armstrong says. “You’re already completely oversubscribed because it’s such a popular event and people will turn up on the day; clients from other countries who are not necessarily clients of [the wholesale bank] but clients of another part of the bank. “They’re suddenly standing in front of you and getting quite stroppy and you have to conjure tickets up from thin air. Touch wood, we’ve always been able to do it.” Wong adds: “I think the worst part is managing expectations of staff at the bank because everyone wants to come and I’m the evil person saying no. These are people a lot more senior than me and I have to push them back. It’s tough.” Adds Armstrong: “The hardest thing for me is being the victim of the success we’ve had over the past five years. We tend to get asked to do a lot more bank-wide. Because internally, we’ve built up a very strong reputation for doing excellent work, we get a lot more work, yet relative to the amount of work we’re doing, my head count hasn’t increased. “I’m asking the same people to stretch themselves so much further and that’s tough.” Despite the challenges, it all comes back to the clients and their enjoyment of the events. “The feedback from our clients is that they find the level of detail to be so much better than other events and that’s rewarding,” Armstrong says. “The biggest lesson I’ve learned is that people really underestimate the significance of how an event can reposition your brand with your clients. “The way we are approaching and executing our events has been a very strong driver in repositioning us from the friendly but transactional bank, to a strategic and trusted full service wholesale bank.” For Wong and Armstrong it all boils down to one goal – strengthening the bank-client connection. “All of this is about building that relationship so you have the right to go in and visit the client,” Armstrong says. “Our events strategy is pivoted around building the trust to give you the right to have that conversation. A lot of blood sweat and tears goes into it, but it’s worth it.” Maintaining high standards: The bank’s events – complete with gifts and other treasures – are so popular that unconfirmed guests often turn up. “I THINK THE WORST PART IS MANAGING EXPECTATIONS OF STAFF AT THE BANK BECAUSE EVERYONE WANTS TO COME AND I’M THE EVIL PERSON SAYING NO.” Elaine Wong AD
  21. 21. FEATURE: EV EN T S P O N S O R S HI P 38 Q1 2011 WWW.MARKETING-INTERACTIVE.COM FEATURE: EVENT SPONSORSHIP WWW.MARKETING-INTERACTIVE.COM Q1 2011 39 here’s something of a leap of faith in writing a cheque – often a large one – to sponsor a sporting, cultural, TV or charity event. Depending on the size of the cheque, you will have some influence, but certainly not control over the event. The cheque also puts you in an alliance with the event’s creators, other financiers, customers and fans. If things go wrong, you all go down together. However, if you back the right horse, create the right fit and build the right strategy, event sponsorship offers rewarding and sustainable gains. Successful and well-attended events create a halo around all those involved, including the sponsors. Because of this unique opportunity to create a lasting impression on consumers by sponsoring something they are passionate about – or enjoy – more marketers are shifting budgets to sponsorship. A SPORTING CHANCE Globally, sponsorship is an increasingly important element of the media mix. According to IEG, a unit of GroupM, global spending on sponsorships of sports, causes, festivals, the arts, entertainment tours and associations is projected to rise to US$48.7 billion in 2011, from $46.3 billion in 2010 – an increase of 5.2%. In Asia Pacific, approximately US$11 billion is forecast to be spent on sponsorships in 2011, up from roughly US$10 billion in 2010. Sport is by far the biggest category in sponsorships, accounting for 68% of dollars spent in North America in 2010 (Asian numbers have not yet been released by IEG). That number is expected to remain unchanged this year but globally, sponsorship spending on sports is expected to increase 6.1%, according to IEG. While sport sponsorship remains dominant, other categories – notably entertainment – are becoming increasingly important. At the same time, there has been a shift in the types of brands using sport sponsorship according to Mike Rich, CEO of GroupM ESP for Asia Pacific, which manages roughly US$800 million of sponsored (multi-year) engagements out of Asia, including broadcasts, events and sport. Marketers are dashing towards event sponsorship opportunities at a breathtaking pace and while the rewards are real, so are the risks. Jaimie Seaton reports. MMaarrkkeetteerrs aarree dashhiinngg ttoowwarrdds evveenntt spponnsoorrshhipp oopppporrttunniittiiees aatt aa brreeatthhttakkiinng ppaacce aanndd wwhhiillee tthhee rreewwarrddss aarree rreeal,, soo arree tthhee rriiskks.. JJaaiimmiiee SSeeaattoonn rreepporrtts.. The 2010 Formula 1 Canadian Grand Prix.
  22. 22. FEATURE: EV EN T S P O N S O R S HI P 40 Q1 2011 WWW.MARKETING-INTERACTIVE.COM FEATURE: EVENT SPONSORSHIP WWW.MARKETING-INTERACTIVE.COM Q1 2011 41 “IF YOU ARE SMART AND CREATIVE, YOU GENERALLY CAN FIND A FIT. BUT THE KEY IS THAT THE BRAND UNDERSTANDS ITS OBJECTIVE.” Chris Robb – managing director of Spectrum Worldwide “Historically, it’s been the more obvious categories such as beer, tobacco and financial services that have used sport sponsorship to great affect,” Rich says. “Over the past few years, however, there’s been an increased use of sports sponsorship by fast-moving consumer goods (FMCG) brands.” Rich believes that one cause of the parallel shift is that sponsorship offers a different and often more engaging form of communication than advertising. “If advertising is what brands say, then sponsorship is more about what they do. “Increasingly, FMCG brands are realising the intangible benefits sponsorship can deliver, while the brands that have traditionally focused on sports sponsorships are branching out into other categories.” Key among the benefits are awareness and power of association. “Small brands can be catapulted onto a national or global stage by associating with big assets and big brands can re-enforce their status by partnering with equally big assets,” Rich says. “Major sponsorships have the ability to engage mass audiences in multiple markets, but more than this, they provide brands the opportunity to engage with consumers through a connection,” Rich says. “The real benefit of good sponsorship is that the platform allows you to talk to your customers about something they want to hear, that is, if my brand likes what you like, we automatically have a connection. Layer on top of this the on- ground engagement opportunities for product experience,one-on-oneengagementandtactical marketing and you can see why brands are increasingly seeing the value of the medium.” A GAMBLE WORTH TAKING Proctor & Gamble, a company that has traditionally relied on conventional TV advertising, has discovered the value of sponsorship and last month announced it would be the exclusive sponsor of Simon Cowell’s Britain’s Got Talent in China. The show, to be called Head & Shoulders: China’s Got Talent will integrate Olay and Gillette products into the programme, along with shampoo. Commenting on the deal in early January, Li Chen, deputy general manager of external relations for P&G Greater China, said: “P&G and its brands aim to foster a strong emotional bonding with the Chinese consumers by being part of the show.” Sponsorship also provides brands an opportunity to reward existing customers, while attracting new ones, by demonstrating the exclusive benefits available. American Express has a long history of sponsoring dining programmes (since 1963) on a global level. In Singapore, American Express is sponsoring the fourth instalment of the Celebrity Chefs Event Series. In conjunction with the Asian Food Channel (AFC), American Express is sponsoring a series of cooking demonstrations and ticketed dinners for members of the public, with separate sessions organised exclusively for card members. “Sponsoring the Celebrity Chef Series is the perfect fit to our overall premium dining strategy and partnering with AFC allows us to extend our brand exposure across the Asian region,” says Simon Kahn, country manager of American Express Singapore. Across the Causeway, American Express sponsored the Time Out Food Awards in Kuala Lumpur in November. “In Malaysia our research has shown that dining deals are one of the key expectations that our customers have from a credit card,” says Lim Su Ching, vice president of American Express Business for Maybank. “The Time Out KL Food Awards was the beginning; to tell our customers that we are going to tie up with a key player in the dining field. As we work with Time Out, we’ll use that positioning to meet with dining establishments in the upper end of the market and then structure the deals. This will be relevant to our customers.” Lim says the sponsorship has the dual goal of rewarding existing customers in Malaysia, while “creating an awareness that dining is a space in the market that American Express owns from a credit card perspective”. Credit cards sponsoring F&B-related events is hardly a surprising or unique strategy, but for other brand categories the decision might be tougher. THE RIGHT FIT “Any product can use sponsorship so long as there is a fit,” says Chris Robb, managing director of Spectrum Worldwide, which develops events for sponsorship. “If you are smart and creative, you generally can find a fit. But the key is that the brand understands its objective. The real advantage of sponsorship, if it’s well thought out, is that people have the opportunity to experience the brand – sample the beverage, take a test-drive in the car or experience a service. They go away from that experience and associate it with your brand. With a newspaper advertisement, people may read it and forget it.” DHL’s involvement with national and global events illustrates how sponsorship can be leveraged to strengthen brand leadership. The company has been the official logistics partner for Formula 1; IMG’s Fashion Week; the Volvo Ocean Race; the presenting sponsor of the 2005Give yourself a sporting chance: Brands are using popular events such as rugby’s Bledisloe Cup to engage with consumers. Riding home a winner: Sponsorship provides brands an opportunity to reward existing customers. Source: Group M Worldwide Media Marketing Forecasts, Autumn 2010 Marketing USD m 2003 2004 2005 2006 2007 2008 2009 2010 f 2011 f Sponsorship 10,250 11,110 12,100 13,370 14,910 16,610 16,510 17,088 18,100 YOY % change 6 8 9 10 12 11 -1 4 6 Sponsorship 7,400 7,800 8,500 9,500 10,600 11,702 12,100 12,700 13,000 YOY % change 4 5 9 12 12 10 3 5 2 Sponsorship 4,700 5,200 5,800 6,400 7,600 9,500 10,000 10,400 11,000 YOY % change 9 11 12 10 19 25 5 4 6 Sponsorship 25,950 27,910 30,500 33,670 37,910 43,012 44,100 45,988 48,450 YOY % change 6 8 9 10 13 13 3 4 5 World Asia Pacific Europe North America f = forecast
  23. 23. FEATURE: EV EN T S P O N S O R S HI P 42 Q1 2011 WWW.MARKETING-INTERACTIVE.COM FEATURE: EVENT SPONSORSHIP WWW.MARKETING-INTERACTIVE.COM Q1 2011 43 British Lions Tour of New Zealand and was also involved with the 2010 Bledisloe Cup in Hong Kong. It recently signed on as a worldwide partner of Rugby World Cup 2011. “It’s not just about sponsorship for DHL,” says Michael Corcoran, global project manager, Rugby World Cup for DHL. “We see these as business and logistics partnerships, as we lend our expertise to these global events. From the full range of partnerships DHL is engaged in, this helps bring to life the fact that DHL is the enabler of global events in all areas.” GIVE IT A NAME In Asia, title sponsorship is becoming increasingly important. Spectrum Worldwide manages Standard Chartered’s marathon in Singapore and developed the Cycle Challenge, whose title sponsor is OCBC Bank. OCBC Cycle Singapore is in its third year and each year the commitment of OCBC has grown – from SG$1 million in 2009 to SG$1.4 million in 2011. It will be SG$1.6 million in 2012. Koh Ching Ching, head of group corporate communications at OCBC Bank, says OCBC’s investment has increased each year because it is pleased with the results. “Our absolute overriding objective with the title sponsorship is to deepen our engagement with the Singapore community and to entrench the OCBC brand in the minds of all participants, so they will associate the event – and cycling – with the bank,” Koh says. This year, OCBC Cycle Singapore has a new partner. Nissan will sponsor the most popular of the nine individual courses – called the Nissan Challenge – within the event. “On face value, it may be seen as unusual for Nissan to sponsor a category within a cycling event, but we view the sponsorship as the perfect fit,” says Ron Lim, general manager of sales and marketing for Tan Chong Motor, which handles Nissan marketing in Singapore. “It’s the ideal platform for us to showcase the Nissan crossovers because they are vehicles for people who enjoy a healthy, outdoor lifestyle, and this is exactly the audience segment that OCBC Cycle Singapore attracts. “The main goal for the Nissan Challenge sponsorship is to engage directly with both existing and potential customers to ultimately drive sales. We really want to integrate the Nissan brand into their lifestyles, so it’s about brand association.” WHAT’S IN IT FOR YOU? In sponsorship marketing, there are tangible and intangible components contributing to return- on-investment. Tickets sold, ratings and event feedback or coverage provide tangible value, while brand association and emotional connection are the intangibles. “It’s the intangible results that we use to measure the success of the sponsorship,” Koh says. “Everything else, such as attracting new customers, is secondary. The OCBC Cycle Singapore sponsorship has provided new business opportunities, and we have signed up more cycling-related retailers, but this is all a by- product of the brand association with cycling.” GroupM’s Mike Rich agrees. “The marketer has always focused on measuring tangible benefits because that’s the easier bit to measure. “But that’s only half, or less than half of the story. The intangibles, which include the emotional connection with consumers, is what’s really interesting, and sponsorship can impact all of the softer (intangible) benefits quite effectively. We don’t think it’s any harder than measuring advertising.” THE RISKS By connecting on an emotional level with one group, a brand may alienate another. In sponsoring one sports team, a brand may develop a loyal following among its fans and become taboo to fans of the rival team. And there is always a risk, particularly with event sponsorship, that the experience can leave consumers wanting. “If your brand is associated with a badly executed event, in 30 seconds it will be tweeted and posted on Facebook,” says Spectrum Driven to succeed: Tan Chong Motor’s Ron Lim handles Nissan’s marketing in Singapore. Worldwide’s Robb. When forming emotional connections with consumers, brands need to be sensitive and cautious. And they need to be patient. “It tends to work over the long term,” explains GroupM ESP’s Rich. “Moving these softer metrics doesn’t happen overnight. It takes time and companies have to be committed. Longevity is often a tenant of good sponsorship.” Rich and Robb see Asia as a developing market, but challenges remain, including the need for clients to understand the importance of activation. “The general rule of thumb is that if a company spends $1 on an event sponsorship, they should spend $2 on activation, but many aren’t doing that,” Robb says. The use of sponsorship is in a transition period. Brands that have historically focused on sports events are branching out into other categories, while a more diverse group of brands are harnessing sponsorship’s ability to reach consumers on multiple platforms. Research and empirical data point to a continued upsurge in the medium’s use. “Consumers are getting more sophisticated and demanding more from the brands they associate with,” Rich says. “Brands need to be communicating more about themselves and sponsorship is a vehicle that enables them to do that.” “SPONSORSHIP TENDS TO WORK OVER THE LONG TERM. IT TAKES TIME AND COMPANIES HAVE TO BE COMMITTED. LONGEVITY IS OFTEN A TENANT OF GOOD SPONSORSHIP.” Mike Rich – CEO of GroupM ESP for Asia Pacific Good timing: Global giant American Express sponsors the Time Out Food Awards in Kuala Lumpur to keep the brand synonymous with eating out.
  24. 24. PAR TY CR A S HER 44 Q1 2011 WWW.MARKETING-INTERACTIVE.COM WWW.MARKETING-INTERACTIVE.COM Q1 2011 45 hat’s the worst thing that could happen to your event. No one turns up, (or no one important turns up)? The servers are lazy, slow and unresponsive? You run out of food or drink? The heavens open up on your alfresco extravaganza and the “prop” Moroccan tents turn out to be just that, leaving your guests soaked to their well dressed skins. It could be worse. Take the scenario of the press, you know, coverage, column inches, exposure, publicity. In your mind, and in the approved strategy document for the event, you envisaged a big front-page splash, perhaps a vignette at the end of the news on several TV channels, maybe even an additional spread in the social pages of the Saturday broadsheets with flattering photos of your A-listers (or better still your CEO) having a great time at the event and all tastefully featuring your logo in the background. Keep dreaming, oh and don’t lose that strategy document, you’ll need it to mop up the tears after the CEO, CMO, the board and even some lower downs (who are disgruntled at not being on the invite list in the first place) rake you over the Korean barbecue coals for failing to get appropriate publicity. Press coverage for your event – like the journos themselves – can be unpredictable, scarce, unhelpful and even negative. Of course, coverage can also be wonderful, helpful, edifying and affirming ... and the forensic evidence you need to prove the event was a success. However, the media doesn’t always co-operate, they can’t always see your bright shiny vision and sometimes selfishly run their own agenda. The first hurdle the press presents is actually getting an RSVP out of them. Their belief is that as long as they turn up with a business card and some attitude they can cruise through registration whether they are on the list or not. Or it could go the other way, where you are overwhelmed by RSVPs in the initial stages, until without notice, your healthy press presence evaporates on the night because everyone seems to have had a better offer. All you are left with is the cheery but powerless blogger with 64, not particularly high-level followers, who’ll turn up anywhere for a bit of nosh and a natter and who might tweet that the cupcakes were “to die for”, which won’t necessarily help make your case next time you want to run an event. But Little Miss Tweet-Tastic isn’t the only member of the media you’d probably be better off without at your event. You could end up with a journo who’s drawn the short straw. They lost out to a more senior reporter on the event they really wanted to go to – “sports brand presents night of beer guzzling and fried food featuring virtual golf”. Now, instead, they have been sent to the launch of the “home furnishing fair” – you should probably be thankful if the best you get is no coverage at all. Or maybe you’ll get the “junior”, usually sent along in the same circumstances as the above. The junior has several advantages over more seasoned journalists – because of their low remuneration they will likely be overjoyed at the thought of a few cocktails, some stomach-lining canapes and a gift bag at the end of it all. If the junior does turn up there’s every chance they’ll be too inexperienced to spot little flaws in the service at your event, like the fact the servers are updating their Facebook status (“stuck in room of badly dressed ancient people – please airlift me out”) much faster than they are refreshing people’s drinks. The junior is also delighted and surprised easily and isn’t too hard to impress, and they won’t, like some more experienced journos, stand around pulling at the loose threads of your event and sending their dissatisfaction virally around the room. However, with the enthusiastic junior, their best drinking years are all ahead of them and their meagre income means Chivas and Martini’s are usually out of their financial reach, so access to them at your event could mean the party’s over for them faster then you or they would like. Still, as you help pack the junior scribe into a taxi at 7.30pm you can probably be certain they will say something nice the next day about the event … only to have it spiked by their editor as “too fawning”. So how do you get a positive review and some good useful PR? Put on a great event, act like you don’t need publicity and indicate in a coy way that the only reason you invited the journalists is so they can have a great time. … it could work. PC Any press is good press, right? Audience Motivation Company Asia 24 American Express 41 Banyan Tree 6 Bintan Lagoon Resort 6 DHL 41 Diadem 15 Glue Agency 14 Group M 38, 42 Hong Kong Disneyland 7 Incisive Media 8 iris Singapore 8 Jack Morton 11 JW Marriott 8 Key Events 34 Khiri Travel 8 LaSalle Investment Management 35 Marina Bay Sands 8, 21 Master Card 4 Mission Hills 13 Nissan 42 OCBC 42 Oneº 15 Marina Club 8 Proctor & Gamble 41 Resorts World International 21 Semi-Permanent 4 Shangri-La Asia Limited 5 Singapore Expo 6 Spectrum Worldwide 41 Standard Chartered 30, 32 Starbucks 12 Suntec Singapore International Convention & Exhibition Centre 4 The Event Company / Staging Connections 23 Thomson Reuters 10, 11 UFI 26 World Sport Group 8 COMPANY PAGE