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EXECUTIVE

SUMMARY

ABOUT

SHOW NAME Café Malaysia 2016

The 2nd International Café Equipment, Supplies & Technology Exhibition

GUEST-OF-HONOR Y.Bhg. Dato’ Dzulkifli Mahmud, CEO Malaysia External Trade Development Corporation (MATRADE)

HOST Malaysia Specialty Coffee Association (MSCA)

VENUE MATRADE Exhibition & Convention Centre (MECC)

SHOW SIZE 4,747 sqm gross

NO. OF EXHIBITORS 102 from 13 countries

NO. OF VISITORS 8,705 from 44 countries

ENDORSED BY Malaysia External Trade Development Corporation (MATRADE)

SUPPORTED BY Ministry of Tourism & Culture Malaysia (MOTAC) Malaysia Convention & Exhibition Bureau (MyCEB) ASEAN Coffee Federation (ACF) Barista Association of Thailand (BAT) Philippine Coffee Board, Inc (PCBI) Lao Coffee Association Singapore Coffee Association (SCA) Specialty Coffee Association of Indonesia (SCAI) Indonesia Coffee Exporters Association (GAEKI-ICEA)

DATE 14th – 16th January 2016

2017 DATES 12th – 14th January 2017

ORGANISED BY CEMS Conference & Exhibition (M) Sdn Bhd 2

WITH THANKS TO

ALL SPONSORS

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THE

EXHIBITION

8,705 Visitors

from 44 Countries

102 Exhibitors

from 13 Countries

Total Sales Generated On-Site / Under Negotiation / Expected over the Next 12 Month

RM11.3 million Or

USD$2.7 million

BY REGION

44 COUNTRIES

Africa : Morocco, Ghana, Kenya, Nigeria, South Africa Central America : Mexico Caribbean : Jamaica East Asia : China, Hong Kong, Japan, Korea, Taiwan Europe : Belgium, Italy, Spain, Turkey, United Kingdom Middle East : Iran, Kuwait, Oman, Pakistan, Qatar, Saudi Arabia, United Arab Emirates North Asia : Ukraine North America : Canada, Georgia, United States South East Asia : Bangladesh, Brunei, Indonesia, Laos, Malaysia, Philippines, Singapore, Sri Lanka, Thailand, Vietnam Oceania : Australia, Solomon Islands South America : Argentina, Colombia, Peru South Asia : India

Local 90%

Overseas 10%

Overall Visitors

SINGAPORE 48%

INDONESIA 11%

KOREA 9%

VIETNAM 6%

JAPAN 5%

BANGLADESH 5%

UNITED KINGDOM

4%

AUSTRALIA 4%

THAILAND 4% HONG KONG

4%

Top 10 Visiting Foreign Countries

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VISITOR STATISTICS

& ANALYSIS

BY PROFILE

8,705 VISITORS

40% Café

21% Restaurant / Bistro

17% Hotel / Resort

10% Supermarket / Retail Chain / Hypermarket

12% Others (F&B Consultants, Bar / Pub, Importer, Distributor)

0 1000 2000 3000 4000 5000 6000

Others

Specialty Teas / Tea Bags / Tea Leaves

Refrigeration / Cold Storage

Point Of Sales

Labelling / Packaging / Disposable Paper Products

Ice Making Machines

Ice Cream / Gelato Making Machines

Coffee & Espresso Machines

Dispensing Machines

Barista Equipment

Coffee Bean

Care & Cleaning Solutions

Capsule Coffee & Machines

Cafe Furniture

Beverages

No. of Pax

BY PRODUCTS / SERVICES INTEREST

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VISITOR STATISTICS

& ANALYSIS

Gather Informatio

n 29%

Make Contact

30%

Place Order 15%

Seek Represent

ative 11%

Visit Supplier

15%

Purpose of Visit Role in Decision Making Process

0 500 1000 1500 2000 2500 3000

Colleagues / Friends

Direct Mail / Invitation

E-Newsletter

Internet

Newspaper

Others

Radio

Social Media

Trade Association / Government Agency

Trade Publication / Magazine

No. of Pax

How Did You Know About This Exhibition?

Decision Maker

37%

End User 11%

Influencer 14%

Do Not Involve

16%

Purchaser 22%

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Guest-of-Honour Y.Bhg Dato’ Dzulkifli Mahmud, CEO, Malaysia External Trade

Development Corporation (MATRADE)

OPENING

CEREMONY

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TECHNICAL

PRESENTATIONS

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NATIONAL

CHAMPIONSHIPS

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MARKETING

CAMPAIGNS

The campaign deployed with the help of our media partners consisted of: • Mobile Truck Advertisement from Aug 2015 – Jan 2016. • Flyers insertion in The Star reached out to 221,700 subscribers in selected areas. • Radio advertising in hitz.fm, Malaysia’s English No. 1 Station reached out to 2 million

listeners. • Radio advertising in Lite Fm: The choice of Malaysia’s most affluen; reached out to 1.6

million listeners. • Radio advertising in Mix Fm, Malaysia’s Best Variety station reached out to 1.1 million

listeners. • Radio advertising in My Fm, Malaysia’s No.1 Chinese Station reached out to 2.54 million

listeners. • Newspaper advertising in The Star sent to over 800,000 readers. • Newspaper advertising in Sin Chew Daily sent to over 352,000 readers. • Targeted Facebook advertising campaign, run for 2 weeks in the lead up to the event with a

reach in audience over 78,570 users. • Weekly electronic direct mailers (EDM) sent to 25,000 emails. • 10,000 direct mail invitations sent to café owners, hotel owners, hypermarket /

supermarket • 1,200 road buntings’ placement around the city centre area. • 15,000 copies of Show Preview distributed to Café Owners Alliance’s member outlet,

government agencies, trade associations, embassies & trade offices.

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MARKETING

COLLATERAL

Show Brochure Show Preview Road Bunting

Mobile Truck

Flyer Insertions

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MARKETING

COLLATERAL

Invitation Cards

Social Media

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MARKETING

COLLATERAL

Electronic Direct Mailers (EDM)

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PRESS

COVERAGE

Sin Chew Daily

The Star New Straits Times

For enquiries & participation, please contact: CEMS Conference & Exhibition (Malaysia) Sdn Bhd (1094731-P)

D2-U6-12 Solaris Dutamas (Publika), No 1 Jalan Dutamas 1, 50480 Kuala Lumpur, Malaysia.

Tel: +603 6211 2438 | Fax: +603 6206 2428 Ms Hellen Woon | hellen@cems.com.my

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