Canton Fair - Research on Foreign Buyers' Media Engagement Habits
Company overview
The China Import and Export Fair (Canton Fair), abbreviated as 'Canton Fair', was established in 1957 and is held twice a year in Guangzhou, serving as a key window and platform for China's foreign trade. As the longest-running, largest-scale, and most internationally integrated comprehensive international trade exhibition in China, the Canton Fair brings together hundreds of thousands of international buyers and high-quality Chinese export enterprises. It plays a pivotal role in promoting bilateral trade cooperation and advancing the global recognition of Chinese manufacturing.
Research background
To continuously expand the Canton Fair's international influence and optimize its overseas advertising strategies, enhancing international buyers' and visitors' brand awareness and exhibition attendance intentions, the Canton Fair urgently needs to understand foreign buyers' media engagement habits and the actual effectiveness of past advertising campaigns. Through in-depth research on foreign buyer audiences, the affiliated advertising agency of the Canton Fair can refine future media and content distribution strategies, thereby improving advertising conversion efficiency.
Research scope
In April 2012, CEIDEA Research was commissioned by the Canton Fair to conduct a study on foreign buyers from Europe, America, and Asia participating in the 111th session. Using a combination of on-site questionnaires and in-depth interviews, the study systematically collected data on foreign buyers' daily exposure frequency, preferred media platforms, and information acquisition channels across television, print media, online platforms, and social media. It also assessed their feedback regarding the previous year's Canton Fair advertising content, media channels, reach frequency, and overall impact. The survey included samples from buyers across multiple countries and regions, ensuring both representativeness and practical applicability.
Expected outcomes
The findings of this research will provide the Canton Fair's advertising division with comprehensive data support, offering scientific decision-making basis in areas such as media selection, regional market focus, content preferences, and advertising budget allocation. By accurately identifying target market audiences' media engagement preferences and advertising reception effectiveness, the Canton Fair can significantly improve the return on investment (ROI) of its advertising campaigns, strengthen its global brand presence, and drive sustained growth and return of international buyers.
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