Page 33 - 40.pdf - Brand Equity Magazine

Event Marketing
A Winning International
Health Fair
An established magazine with
an affi nity for health and
wellness does more with its
annual fair
By Chris Krishna
The telltale signs are obvious –
health and wellness have become
big business in Malaysia; and as
evidenced by the increasing number of
health clubs, fi tness centres and spas,
both modern and traditional.
Add to this the plethora of health and
wellness products available on shelves;
both local and imported. The rate at
which the sector is expanding coupled
with the society’s increasing penchant
for a healthier lifestyle is just the kind of
opportunity that companies are waiting
for.
And leveraging the phenomenon
among the many is Life
Publishers, a Malaysian company that
leads in the publishing and distribution
of a variety of Chinese language
magazines. And in the spread is Long
Life, with content that offers articles,
features and tips to pursue and lead a
healthy lifestyle.
For the uninitiated, the publishing
industry has been forced to bend its
business model in the past decade.
It’s no longer about collating and
distributing content.
Like a consumer product, the mantra
is now about active engagement of
readers and non-readers
through events
– such as a
fair, seminar,
concourse
event and
other activities
designed to
elicit interest.
Among
others, Long
Life claims
an edge by
organizing
the annual
40 Brand Equity Volume 2, 2010
Peter Chong Ong Lay Kean
“International Health Fair” – bringing
together an assortment of various
health and wellness product
manufacturers and marketers, service
providers and other related business
enterprises; and all of them take the
opportunity to exhibit their products and
engage customers directly.
“The fair is not only a value-add type
of event to Long Life but also our
advertisers and health industry players.
Close to a decade and we have seen
the number of visitors increasing; 10%
year-on-year since we fi rst started.
Last year, close to 50,000 visitors took
advantage of the various displays,
talks and activities,” says Advertising
Business Manager Peter Chong.
This year’s Long Life International
Health Fair, commencing 19th
November will be held at the Putra
World Trade Centre for 3 days.
“Whilst Long Life has loyal readers,
the event itself receives a boost from
our media partners. Popular dailies
Nanyang Siang Pau and China Press
have increased visitor count. This is
further supplemented with promotional
spots through national English and
Bahasa dailies. Radio also plays a
key role in promoting this event. Long
Life’s International Health Fair has the
highest share of voice in the event