Elites from the entertainment industry gathered together for HKIM
A Symposium with heavy-weighted speakers from the leisure and entertainment industries sharing audiences the secrets to their own successful businesses

Hong Kong Institute of Marketing (HKIM) Entertainment Branding and Leisure Business Symposium was successfully held on 6 May at the Jockey Club Auditorium at Hong Kong Polytechnic University.

A whole day symposium with heavy-weighted speakers from relevant industries gathered together giving around 1000 audiences their insights and experiences on their businesses. Experiential Marketing with representatives from the leisure industry was the theme for the morning session, while Entertainment Branding with famous speakers conquered the afternoon session.

EXPERIENTIAL MARKETING

Professor Leo Sin, Director of Master of Science Programme in Marketing in the Chinese University of Hong Kong, delivered educational theories on 'Experiential Marketing' using daily life examples, which allowed audiences understanding the whole concept on this issue much better.

Jim Chim, Associate Director of Theater Esemble and also a well-know comedian in the territority, shared with us how to market a niche - the drama culture in Hong Kong. Packed with interactive games, he successfully delivered his story with all audience listening attentively.

After Jim Chim's lively 'performance', the fun still went on with Managing Director of the local famous entertainment establishment, California Red the Karaoke Box, Mr Anthony Lock shared us his experiences in brining the karaoke culture into South East Asia. Cultural diversities in Malaysia, Singapore and the Philippines, made his business adapted a marketing approach different from the one in Hong Kong. Cultural differences, consumer behaviours and such were some of the many difficulties that California Red was facing when they first started to explore new markets. He also mentioned bringing his karaoke empire into the Mainland China in the near future, in which another different marketing approach will be adopted.

From a non-existence 'Sea Horse' to a lively, friendly and forever smiling 'Wiskers the Seal', Paul Pei, Sales and Marketing Director of Ocean Park, told us the re-branding strategy of Ocean Park in detail. 'Be Hungry', the main incentive for its staffs, has helped changing the old and fragile Ocean Park to a young and lively 'leisure experience'. The re-branding phase was a long and painful one, but it was proved a success at the end.

The morning session ended with an interactive forum. Hosted by Professor Oliver Yau, the Chair Professor of the Department of Marketing in City University of Hong Kong, all speakers sit in answering questions raised by participants. 'A pleasure consumer experience derived from a good experiential marketing strategy' was the main discussion topic, and all speakers tactically answered all questions.

ENTERTAINMENT INDUSTRY'S MANAGEMENT - TV AND MUSIC RECORD BUSINESSES

The afternoon session was quite a different yet interesting one from the morning session. Where the public constantly wanted to know the secrets to the entertainment industry, Ng Yu, the CEO of Emperor Entertainment Group, shared with us the inside story on 'How a Star was made'. 'The 8Ps' (Perception, Preparation, Production, Packaging, Promotion, Performing, Positioning, Profit-making), Mr Ng mentioned, were the essentials for building, or rather, managing the aspiring artists. He also shared us some secrets on his well-known local artists, participants were overwhelmed with joy!

Ronald Chiu, Executive Director of i-Cable News Limited, also a close colleague with Mr Ng Yu in the TVB old days, told us i-Cable's marketing strategy and how it failed to attract the mass audience in the early stage of its business. They did a focus group in their early days when they first developed, results were analysed in detailed but amazingly, they were all wrong and hence a huge failure was received. After some trail and error, the business then saw a niche in the market and becoming the main provider of 'the fastest and the most updated news' in Hong Kong.

Mr Liu Chen Liang, Deputy General Manager and the Director of Brand Development for Shanghai E.E. Media Company Limited, flew in all the way from Hunan and shared with the audience on the secrets of 'Super Girls' phenomenon which was a huge success in the Mainland China. Being able to catch the audiences' behaviour is a must, and being able to make the programme profitable is also necessary. The 'Super Girls' programme not only had injected huge advertising profits to its corporation, it had also opened up many other opportunities in the Mainland China itself as well as South East Asia.

The last speaker of the Symposium was Ms Cheng Pei Pei, our famous artist of all times. Her movies had been enjoyed by the millions within the Chinese community all over the world; her personal life was also in the limelight of the media continuously. She shared with the participants her 'personal re-branding strategy', and successfully adapted the environmental changes by accepting casting jobs which she would never think about that when she was young. Now a mother of two daughters, she told the audiences the difficulties in handling her children, and also their daughters' aspirations in becoming successful in the entertainment industry.

Leaded by Ms Mary Cheung, Managing Director of Mary Cheung and Associates (International) Limited, the forum session with all speakers from the afternoon session was indeed a lively and interesting one. All speakers discussed with the audiences issues related of the survival of entertainment industry, a hot talk of the town as a downturn was seen recently. Different kinds of questions were received, and again, answering them tactically with all audiences fully satisfied.


Founded in 1982, Hong Kong Institute of Marketing (HKIM) is the only Hong Kong-based non-profit and independent organization dedicated to promote the highest standard of marketing practice and ethics for professionals. It is also a member of World Marketing Association (WMA) and a founding member of the Asia Pacific Marketing Federation (APMF) in conjunction with 17 other national marketing associations throughout the region. HKIM has been organizing marketing related seminars, workshops and symposiums for the public in hope to brining them the latest marketing trend and information.

Currently, we have an expanding membership of approximately 3,000 marketing professionals from virtually all industries and about a half of them are engaging in a wide range of executive positions.

For enquiries, please contact Ms Joann Yiu of HKIM (Tel: 2152 3019; Fax: 2881 6057; Email: joannyiu@hkim.org.hk)

香港市務學會2006專業市場營銷研討會系列-
娛樂消閒事業品牌

香港市務學會2006專業市場營銷研討會系列「娛樂消閒事業品牌」經已在5月6日完滿結束，當日眾星雲集，星光熠熠，現場討論氣氛熾熱。

本會創新地以一天的形式舉辦這次研討會，好讓觀眾們有更多的時間參與討論。上午的討論以「體驗營銷」為題，在本會主席嚴啟明先生致歡迎辭後，為本會打頭陣的是香港中文大學市場理學碩士課程主任冼日明教授，他以學術角度輔以日常生活例子講述「如何成功地推行體驗市場營銷學？」；緊接著的是劇場組合聯合藝術總監詹瑞文先生講述「《劇場組合》如何在香港推動戲劇文化？」，詹先生以互動的手法與現場觀眾大玩遊戲，輔以生動鬼馬的演繹方法，引得觀眾們哄堂大笑﹔加州紅集團執行董事駱國安先生就以「加州紅如何把卡拉OK文化帶進東南亞？」作主題，講述加州紅集團怎樣開拓在文化與香港有極大差異的馬來西亞市場﹔其後的海洋公園營業及市務總監貝寶華先生則以「海洋公園的品牌形象」為題目，他詳細講述近年海洋公園在重整品牌形象的策略。全場的高潮位置便是討論及現場問答環節，本會邀請到香港城市大學商學院市場營銷學系講座教授為嘉賓主持，各嘉賓以「如何透過體驗營銷提供愉快消費經驗？」與觀眾熱烈討論，有些觀眾的尖銳問題更受到在場的嘉賓垂青。

下午的環節就以「娛樂事業管理-電視及唱片業」作主題，本會邀請電視及唱片業的佼佼者暢談主題。率先主講為英皇娛樂集團有限公司執行董事兼行政總裁吳雨先生，他以「英皇造星的秘密？」為題，與在場人仕分享成為明星的主要元素﹔有線新聞有限公司執行董事趙應春先生則與大家分享「有線電視新聞報導如何建立地位？」，講述有線電視在成立初期所面對的困難﹔上海天娛傳媒有限公司﹙湖南電視台娛樂頻道全資控股公司﹞副總經理兼品牌發展事業部總監劉琛良先生更遠道而來，為觀眾們分享「超級女聲憑甚麼紅遍全國？」，他認為超級女聲的冒起不但讓電視台收視高企，連帶廣告商亦從中獲利；武俠影后鄭佩佩小姐則以「從邵氏到獨立演員，再到培育下一代」講述她的演藝路，她更以一位母親的角度分享她怎樣培育她的一對女兒。最後張瑪莉市場推廣(國際)有限公司執行董事張瑪莉小姐在討論及現場問答擔任嘉賓主持，與現場觀眾及各嘉賓討論「電視及唱片業求生之道」。

研討會就在這熱烈氣氛下完滿結束，本會再次多謝各嘉賓的熱烈參與。希望日後再舉辦同類大型的活動時，再取得各單位的參與。

香港市務學會為獨立的市務專業團體，於一九八二年成立，是香港唯一的獨立非牟利市務專業團體。學會一向致力提升本港市務從業員的專業水平及操守，積極開辦多種類型的市場營銷專業發展活動及培訓課程，協助香港成為亞太區優秀的營銷中心。本會會員涵蓋各行各業超過3000位市務人才。如有垂詢或欲取活動相片，歡迎聯絡香港市務學會姚紀恩小姐
（電話：2152 3019；傳真：2881 6057；電郵：joannyiu@hkim.org.hk）。

香港市務學會簡介：
香港市務學會成立於1982年，乃香港唯一的獨立非牟利市務專業團體。本會榮獲特首曾蔭權先生為名譽贊助人，一向以提升本港市務從業員的專業水平及操守為己任。
本會網頁：www.hkim.org.hk