By Paige Lee Pei Qi
“We no longer want to freely distribute our brochures to any trade visitors because it is expensive and wasteful if they are not serious buyers. So we actually keep these booklets at the back of our booth and only if they are serious and really need them then we will pass the booklets to them. Since the past two years, I no longer bring copies in bulk to tradeshows. For example (at the recent IT&CM China in Shanghai), I only brought up 20 copies of our Anantara Hotels, Resorts & Spas booklet. Normally if buyers request for a copy, I will send them the e-version but of course if they want a hard copy, I will give them one. This not only translates to cost savings but helps save our environment.
Our wall panels are also entirely reusable so we will recycle them for subsequent tradeshows. We no longer throw them away after every exhibition.”
Tommy Lai
Area director of sales & marketing (China)
Minor Hotel Group, Thailand
“We used to print a worldwide directory of hotels for our sales staff as part of the marketing kit for the clients but we realised that it is not practical for most of the buyers because they are normally interested in only a particular region or country, and not necessarily the whole world.
So over the last few years we decided to do away with the directory. Instead we print brochures and leaflets according to countries which makes it lighter for our staff to carry around and give to buyers too. Also our sales kits are moving towards the e-version because many people are comfortable with using iPads.”
Scarlett Sun
Assistant marketing director (international)
Millennium & Copthorne Hotels, Singapore
