Frost Miller Contracted by Philippines to Re-Brand International Tradeshow
BETHESDA, MD—March 10, 2008—The Department of Trade and Industry of the Philippines contracted with Bethesda, MD-based, Frost Miller Group to develop a marketing strategy and re-branding plan for its semi-annual export tradeshow, Manila F.A.M.E. International.
The tradeshow—which has been operating since 1983—had been losing exhibitors and attendees, according to Rita O. Matute, Chief, Softgoods Division, Center for International Trade Expositions and Missions (CITEM), part of the Department of Trade & Industry of the Philippines. The agency sought a firm with experience developing and implementing exhibitor and attendee acquisition plans for tradeshows and hired Frost Miller Group after a one-year search.
"With the explosive growth of exports from Asian countries like China, India and Thailand in particular, the Philippines was losing exhibitors and attendees to export shows in those countries," explained Kevin Miller, president of Frost Miller Group. "CITEM needed to more clearly differentiate what is unique about Philippine products and tap into the knowledge about the latest marketing and promotion trends in order to regain market share."
Frost Miller Group is now in the final implementation and analysis of the marketing and rebranding plan, according to Miller. The firm's work has included extensive research of exporting and importing in the Philippines and its major trading partners, as well as those of other Asian countries; attending multiple Manila F.A.M.E. International shows and shows organized by other nearby countries, most notably Thailand, mainland China and Hong Kong; proprietary surveying of past and prospective attendees and exhibitors around the world; and developing budgets, schedules and strategies.
Several aspects of the plan are already being implemented, including a much clearer promotion of what is unique about the Philippines products and the show itself, along with tactical changes in the way exhibitors and attendees are identified and attracted, Matute stated.
The primary products featured at Manila F.A.M.E. International include furniture made with indigenous materials, home products, fashion accessories, jewelry and holiday goods.
"While other Asian countries mass produce many of these products at a lower cost, Frost Miller Group's quantitative research and our data provided by the show organizer showed that many buyers prefer Philippine products because of their design and quality, and the ease with which they can work with Philippine manufacturers and exporters," said Miller.
Frost Miller Group's Miller recently presented the strategy to members of the Philippines government as well as numerous stakeholders representing the show's organizers and exhibitors.
About Frost Miller Group
Frost Miller Group is an integrated marketing communication firm that helps businesses build strong brands and increased income. Frost Miller specializes in exhibitor and attendee acquisition for tradeshows. For more information go to www.frostmiller.com or contact Kevin Miller, president, at 01-301-718-8512 or kmiller@frostmiller.com