CeBIT has scheduled its India’s debut in Bangalore, India’s IT capital, November 2014, aiming to replicate CeBIT’s global success in India. However, as India’s market is dominated by service players and it holds more than 700 exhibitions annually, CeBIT may not have the opportunity to stand out from the crowd. Hence, how to maintain connections with various stakeholders to establish brand awareness for CeBIT in India would be crucial.
By utilizing world’s largest IT & ITeS trade show as a platform for CeBIT to capture the Indian market. We embarked on a strategy that modified its image from “just a trade fair” to “technology intelligentsia”. We successfully collaborated with the Karnataka government through media advocacy, to join hands with ITE.Biz, the government-owned trade fair that will happen during the same time as CeBIT. We established positive relationships with Industry and Trade associations, and connections with industry bodies to position CeBIT India as an attractive platform. We also engaged in road shows and had on-ground media engagement in over 10 key locations. With the support from Karnataka government, we made CeBIT to be known to more exhibitors and attendees. In terms of social media, we focused on sharing content and increase in visibility of CeBIT. During the 3-day event, one-on-one interactions with HMFI spokespersons allowed to capture visitor’s response and impact.
The 3-day trade show has successfully attracted over 400 exhibitors and over 9000 visitors. It stimulated the participation of 127 enterprises during the show, exceeded the expected number of 100. It also managed to make 11 front-page spreads in tier one publications and generated 26 Thought Leadership articles, quotes and stories. This campaign generated 5 times the client’s expected number of exhibitor enquires.