InvestHK (Part III) (LUE4002)

Summary

Edith Wong, CMO at Invest Hong Kong, discusses the evolution of their communication strategy, shifting from traditional print to digital and social media. Post-COVID-19, they've transitioned to virtual events and webinars, focusing on business support during the crisis. They employ both integrated marketing and sector-specific approaches, tailoring messages for different industries like fintech and healthcare. Wong highlights emerging sectors gaining traction and sees potential in ASEAN markets due to digitization. She acknowledges challenges faced by Hong Kong but remains optimistic about its strengths and opportunities for growth.

Takeaways

• 📈 Edith Wong is the Chief Marketing Officer at Invest Hong Kong since 2019, overseeing marketing and communication strategies.
• 📰 Invest Hong Kong's communication strategy has evolved from traditional print and advertising to digital communications and social media.
• 🌐 In response to COVID-19, physical events have been replaced with webinars to engage with investors, focusing on business support and crisis survival.
• 🔗 Webinar recordings are shared on their website for those who miss the live events, ensuring continuous access to valuable information.
• 🛠️ The team remains agile and adaptive, constantly evaluating the effectiveness of marketing strategies and adjusting them as needed.
• 🌐 The 'new normal' due to the pandemic is expected to persist for the next few years, with a continued acceleration in digital transformation.
• 🎉 The annual Startmeup Festival, traditionally physical, has transitioned to a virtual event, reflecting a broader shift in event strategies.
• 🌟 Invest Hong Kong adopts both integrated marketing and sector-specific approaches to ensure messages resonate with different audiences.
• 📊 The sectors expected to gain more business include educational technology, cloud computing, AI, robotics, healthcare, and e-commerce.
• 🌍 ASEAN markets are seen as having significant growth potential, attracting US and European companies due to demographics and digital adoption.
• 🏙️ Despite global economic challenges posed by the pandemic, Hong Kong's strengths in fundamentals, legal system, and talent pool position it favorably for investment.

Q & A

What is Edith Wong's role at Invest Hong Kong?

Edith Wong is the Chief Marketing Officer at Invest Hong Kong, a position she has held since 2019.

How has Invest Hong Kong's communication strategy evolved over time?

Invest Hong Kong's communication strategy has evolved from relying on print publications and advertising to more digital communications and social media, especially due to the COVID-19 pandemic.

What changes did Invest Hong Kong make to their communication strategy during the COVID-19 pandemic?

During the pandemic, Invest Hong Kong shifted from physical events to organizing webinars and sharing recordings on their website to reach their target audience.

How does Invest Hong Kong remain agile and resilient in their marketing strategies?

Invest Hong Kong evaluates which marketing strategies are working and adapts their strategies accordingly, ensuring they remain agile and resilient.

What does the future hold for Invest Hong Kong's communication strategy?

Invest Hong Kong anticipates using more digital channels in the next two to three years, as the pandemic has accelerated digital transformation.

How has the annual Start Me Up festival adapted to the new normal?

The annual Start Me Up festival, which used to be a physical event, has gone fully virtual to adapt to the new normal.

Does Invest Hong Kong use an integrated marketing communication strategy?

Yes, Invest Hong Kong adopts an integrated marketing approach to ensure all marketing channels spread the same core message about Hong Kong being an ideal place for businesses.

How does Invest Hong Kong segment their audience for communication strategies?

Invest Hong Kong applies both an integrated marketing approach and a sector-specific approach, tailoring creatives to resonate with specific groups of clients or customers.

What are the emerging target markets and industry sectors for Invest Hong Kong?

Emerging sectors for Invest Hong Kong include educational technology, cloud computing, AI, robotics, healthcare, and e-commerce. The growth potential of ASEAN is seen as a key market for attracting foreign and mainland investment.

What challenges and opportunities does Hong Kong face as a destination for investment?

While the pandemic has affected the global economy, Hong Kong's strong fundamentals, including 'one country, two systems', the rule of law, free flow of information and capital, and a strong talent pool, present opportunities. The National Belt and Road Initiative and integration with the Greater Bay Area also offer advantages.

How does Invest Hong Kong amplify their core message across different marketing channels?

Invest Hong Kong ensures that their website, social media, and print publications all spread the same message and cross-promote each other to amplify their core message.