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LAUNCHING A NEW PRODUCT

LAUNCHING A NEW PRODUCT. The Challenges The approach The Reality. Launching a new product. Background Australia a mature market place for conventions Perth very successful in the smaller meetings market Lack of capacity for larger meetings No purpose built exhibition space.

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LAUNCHING A NEW PRODUCT

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  1. LAUNCHING A NEW PRODUCT • The Challenges • The approach • The Reality

  2. Launching a new product Background • Australia a mature market place for conventions • Perth very successful in the smaller meetings market • Lack of capacity for larger meetings • No purpose built exhibition space

  3. Launching a new product The Challenges • Conservatism • Relatively small population base • Lack of Infrastructure • Immature Exhibition Market • Lack of Public understanding of project • First Public Private Partnership in Australia • Intangibility during construction process • Perception of Isolation

  4. Launching a new product The Approach • Conservatism • Trading hours • Daylight saving • Population base 1.45 million (Greater Perth) W.A. 1.98 Million • Regional approach • Access, Pedestrian, Bus, Train • Singapore closer than East Coast of Australia

  5. Launching a new product Lack of Infrastructure • Hotels • Airport • Convention precinct Immature exhibition market • Pricing structure • Interstate shows • International shows

  6. Launching a new product Lack of Public Understanding • Government contribution • Design concerns • Location • WA on Show • Local radio

  7. Launching a new product First Public Private Partnership • Alternative Revenue Streams • Supply rights • Marketing rights • Naming rights • Partnerships and alliances • Stewardship • Government assistance

  8. Launching a new product Intangibility during construction process • Need to touch feel and see • Simulations and Fly – throughs • Collateral • Site inspections • Constant updates • Destination W.A. Book • Explore W.A Card

  9. Isolation is a perception!!

  10. Launching a new product The Reality • We are open! • 400 events in first 10 months • Conferences mainly national • Exhibitions mainly local • Forward bookings strong

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