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China: Event Organisation Case Study
London Metal Exchange (LME) sought to increase understanding of its services within the financial and regulatory community.
Case Study supplied by our China business expert,
Yintong Betser.
Challenge:
Business interest in China is rapidly increasing. A population of 1.3bn and a 9% annual increase in GDP has assured that British businesses are drawn to this emerging market. London Metal Exchange (LME) sought to increase understanding of its services within the financial and regulatory community. As a result, an educational seminar with a subsequent press conference was planned, and LME requested that Active work on the project.
Event promotion:
At this time there was no formalised database of brokers in China, which made locating the relevant audience a difficult task. To ensure that our data source was both accurate and comprehensive, Actives local colleagues adopted various channels to conduct primary and secondary research; direct marketing was also employed.Through its guanxi (networks), Active also secured a prime advertising space in the most prominent industry newspaper and journalists from every major newspaper were expected to attend the press conference.
Facilitation:
Prior to and during the event, Active set up a temporary office with telephone, fax lines and other office equipment installed exclusively to ensure the smooth running of the occasion. Active arranged for the events promotional literature to be translated at a high standard and printed locally to reduce costs. The venue and hospitality for the conference were carefully chosen by Active staff to meet the LMEs high standard and specification.
Result:
An impressively substantial assembly attended the event, and it received excellent press coverage. Most importantly, London Metal Exchange received encouraging feedback and an overwhelming response.
Testimonial:
Your hard work helped to make the event happen and to be successful - thank you so very much for all your ideas, help and effort: it is very much appreciated.
Anna Campopiano, Director of Corporate Affairs