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### Viewing cable 04TAIPEI3110, END-OF-SHOW REPORT: NEW PRODUCTS USA 2004,

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Reference ID | Created | Released | Classification | Origin
--- | --- | --- | --- | ---
04TAIPEI3110 | 2004-10-06 09:21 | 2011-08-23 00:00 | UNCLASSIFIED | American Institute Taiwan, Taipei

`

    This record is a partial extract of the original cable. The full text of the original cable is not available.

` `

    UNCLAS SECTION 01 OF 03 TAIPEI 003110

    SIPDIS

    USDOC FOR 3320/USFCS/EPS/OPPI/CAT/NHESSER/JRULAND
    USDOC FOR 3132/USFCS/OIO/EAP/KZENS/ADESARRAN

    SECSTATE FOR EAP/RSP/TC AND AIT/W

    FROM AIT/KAOHSIUNG BRANCH OFFICE

    E.O. 12958: N/A
    TAGS: BEXP ETRD TW
    SUBJECT: END-OF-SHOW REPORT: NEW PRODUCTS USA 2004,
    INTERNATIONAL CATALOG EXHIBITION - KAOHSIUNG, TAIWAN,
    SEPTEMBER 23-24, 2004

    Summary
    -------

    ¶1. One hundred and fifty-nine American businesses
    received 555 trade leads as a result of their
    participation in New Products USA Multi-State Catalog
    Show in Kaohsiung on September 23 and 24, 2004.  U.S.
    State participants were pleased with the high quality
    of the attendees as well as the event's organization
    and facilities.  Seminars on commercial services,
    effective communication with US companies and promotion
    of US tourism held on the floor of the show greatly
    increased attendee interest and participation.  This
    year's event provides valuable information on demand
    for particular merchandise from the southern Taiwan
    market.  End Summary.

    Analysis of End-of-Event Survey
    -------------------------------

    ¶2. Four states participated in the show: Florida,
    Georgia, Missouri and New Jersey, represented by
    personnel from their economic development agencies.  On
    the End-of-Event Surveys, all State representatives
    indicated they were very satisfied with the service and
    assistance provided by Department of Commerce and the
    Commercial Section at AIT, Kaohsiung Branch.

    ¶3. Missouri and New Jersey stated that they "probably
    would" participate again while Georgia was neutral,
    marking "unsure". On the other hand, Florida thought
    the catalog show was not for the sophisticated Taiwan
    market and marked "probably would not" participate in
    the program again.

    ¶4. The following comments were written on the End of
    Event Surveys:

    "Thanks a lot for the great help from U.S. Department
    of Commerce and Commercial Section at AIT, Kaohsiung
    office."

    "Show traffic was much less than expected.  May be
    catalog show is no longer suitable for the
    sophisticated Taiwan market.  However, the show was
    very well organized.  CS staff in Kaohsiung was very
    helpful and professional.  Thank you all for your
    dedication!!!"

    "Opening ceremony was very nice.  Short seminars were
    also a good idea to attract a larger attendee group.
    Tourism presentations were also a nice addition and
    opportunity for states in the show as well as those not
    present.  I think it would be beneficial for state
    partners to have country market briefings in each stop
    and one-on-one time with the SCO's/local office reps.
    This gives us good local insight to market that we can
    pass on to our companies.  Local staff was very helpful
    and organized and made the show enjoyable!"

    "Excellent support from the post, the local staff in
    terms of briefing, logistic support (i.g. Copying
    machine on site); etc"

    ¶5. International Trade Specialists Joe Ruland and
    Jennifer Harrington represented some 96 companies
    recruited by DOC from States not otherwise
    participating.

    Initial results from State Representatives
    ------------------------------------------

    ¶6. The State representatives included their trade leads
    on the End-of-Event survey.  State trade lead totals
    were:

    State               Leads     Firms     Ratio*

    Florida               78      22         3.5
    Georgia               40      10         4.0
    Missouri              52      15         3.5
    New Jersey            55      16         3.4

    U.S. DOC Recruited   330      96         3.4

    Total                555      159        3.5

    *Ratio equals average leads per company
    Attendance
    ----------

    ¶7. Two hundred and six companies pre-registered for the
    event plus twenty-five companies registered on the spot
    and one hundred and eighty local companies, some with
    multiple attendees, meaning a total of 550 visitors,
    attended.  Pre-screening and pre-registration ensured
    high-quality attendees for the American participants.
    The pre-registration process generated substantial
    background information.  Walk-ins were small in number,
    but of excellent quality.

    Visitor Reaction
    ----------------

    ¶8. Visitors and State representatives alike were
    impressed by the quality of the venue and set-up.  The
    Commercial Section acknowledges the invaluable
    assistance of AIT/K Management Assistant Joe Chao in
    arranging the dcor and making provision for
    representatives to hang their state flags.  Mr. Chao
    received many compliments on this score.  Two copy
    machines were available free of charge to ensure every
    participant had company/product information.

    ¶9. Representatives from various trade associations were
    impressed by the quality of the exhibition.  They
    appreciated the time and effort staff of CS Kaohsiung
    had put into organizing the event.  From their personal
    experience, they empathized with AIT/K staff over the
    time and effort it took to deliver a perfect event.

    Marketing
    ---------

    ¶10. Promotion for the event was targeted and thus
    extremely effective.  Using the CS Kaohsiung updated in-
    house previous attendee list, direct faxes were sent
    via Winfax for direct and cost effective promotion.  CS
    Taipei's E-Export Center pitched in to send out
    additional faxes and e-mail notices.  This year, CS
    Kaohsiung enlisted 4 cosponsors from trade
    organizations and paid for additional faxing lists to
    attract more participants.  Cosponsors  Taiwan External
    Trade Development Council (TAITRA), Kaohsiung and
    Tainan Offices; the Kaohsiung City Importers and
    Exporters Association and the Tainan City Importers and
    Exporters Chamber of Commerce notified several thousand
    potential attendees through their extensive databases.
    CS Kaohsiung and the E-Export Center also worked up a
    number of free press articles and calendar event
    listings in newspapers and trade periodicals.

    ¶11. CS Kaohsiung sent additional marketing flyers to a
    list of more than 100 industrial and trade related
    associations.  As noted, AIT/K takes great care in the
    pre-screening and registering of potential visitors to
    ensure that attendees were viable and commercial
    contacts.  In light of the evaluations and comments by
    the participating state representatives and the number
    of trade leads generated, this focused approach is
    highly effective in building qualified leads for US
    companies.

    Value-added Support from CS Kaohsiung and Taipei
    --------------------------------------------- ---

    12.A press release in English and Chinese was
    disseminated to local media outlets prior to the
    opening.  On September 23, Lin Yun-chien, Deputy Mayor
    of Kaohsiung, Greg Loose, SCO of CS Taiwan, Robert
    Forden, Chief of the American Institute of Taiwan,
    Kaohsiung Branch and Wang Ming-Jer, Director of Taiwan
    External Trade Development Council delivered opening
    remarks and cut the ribbon to mark the formal opening
    of the exhibition.  Before the opening, SCO Loose and
    Branch Chief Forden briefed delegates of the NPUSA2004
    on the Taiwan market.  Attendees were asked to drop
    their business cards in order to win door prizes.
    Business cards thus collected will be valuable tools
    for further contacts follow-up.  In addition, staff of
    CS Kaohsiung designed and conducted an on-site survey
    to collect information on merchandise/products
    specifically sought after by the visitors.
    ¶13. SCO Loose and PCO Harbaugh conducted a seminar
    introducing various commercial services to an audience
    more than fifty.  Commercial Assistant Cally Tsao also
    walked the audience through the website-BuyUSA.Gov step
    by step so the audience would have a better idea of the
    DOC's Internet marketplace. In addition, Commercial
    Assistant Wendy Tien from CS Taipei gave a seminar on
    "How to Effectively Communicate with US Companies",
    which also drew a big crowd of attendees.  Since
    tourism is one of the categories of the catalog show,
    CS Kaohsiung worked with SeeAmerica Committee of Travel
    Industry Association of America (TIA) in the USA and
    AmCham VisitUSA subcommittee in Taipei,via the
    coordination of CO Richard Craig and Trade Specialist
    Shirley Wang on US tourism promotion.  Representatives
    from the U.S. states of Idaho, Louisiana and Montana
    gave presentations on the wide range of beautiful and
    historic sites in their respective states.  In
    addition, attractive and informative posters, catalogs
    and brochures on tourism in a number of other U.S.
    states were displayed.

    ¶14. This wide range of highly informative seminars and
    other activities added value to the show for attendees
    and state representatives alike. As mentioned, one
    state representative wrote in the comment section of
    her survey, "Opening ceremony was very nice.  Short
    seminars were also a good idea to attract a larger
    attendee group.  Tourism presentations were also a nice
    addition and opportunity for states in the show as well
    as those not present."  Bringing these seminars to the
    catalog show increased the level of excitement in the
    room and helped vary the pace of participant traffic to
    State and DOC booths.

    ¶15. Staff of AIT Kaohsiung's Public Affairs section
    assisted CS Kaohsiung in obtaining media coverage that
    greatly enhanced the visibility of both New Products
    USA and CS Kaohsiung.  The show received coverage in
    six different newspapers, and garnered mention on local
    television news and radio as well.

    Market Evaluation
    -----------------

    ¶16. Despite all the effort and value-added programs, CS
    Kaohsiung has noticed an obvious decrease in visitors
    and trade leads.  As one state representative honestly
    stated in the comment section of his end-of show
    survey:" Show traffic was much less than expected.  May
    be catalog show is no longer suitable for the
    sophisticated Taiwan market."  On the other hand, CS
    Kaoshiung was pleased to find how many serious and high
    quality commercial contacts came to the show, with most
    expressing enthusiasm to learn more about American
    product lines.  Our conclusion is that niche
    merchandise can still find a market in Taiwan.  CS
    Taiwan will continue bridging all interested parties
    via different commercial programs and will continue to
    consider, utilize and support catalog shows if DOC
    continues to recruit delegates.

    ¶17. Visitors to the show expressed greatest interest in
    the categories of industrial and environmental
    equipment.  However, some of them expressed
    disappointment in not seeing more catalogs on heavy
    machinery, raw industrial materials such as steel, wood
    and paper pulp and automatic packaging equipment.  CS
    Kaohsiung will follow up with and assist these visitors
    in finding their needed products.  In addition, CS
    Kaohsiung will forward relevant trade inquiries to
    responsible trade specialists and participating state
    offices.

    FORDEN.  PAAL

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