Post Show Marketing Review

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					Post Show Marketing Review
November 2010
                                                   of visitors are highly likely to
                                             91%   recommend ADIPEC to colleagues

                                                   of visitors feel attending ADIPEC is the
                                                   most efficient way to source suppliers
                                             92%   and evaluate products/services for global
                                                   markets and not just for the UAE

                                                   Actually placed orders or purchased items
                                             41%   they hadn’t considered before attending

                                                   of visitors met their objectives while at the
                                             73%   show

                                                   of delegates have only attended the ADIPEC
                                             49%   Conference in the last 12 month

Post Show Marketing Review | November 2010
Event Statistics
VIP Attendees
Key Facts
New Features
International Marketing Campaign
Public Relations

                                   Post Show Marketing Review | November 2010
                                             Key Event Statistics

                                                                     2010    2008    % growth
                                             Attendees               45597   38697       18%
                                             Exhibiting companies     1502    1438        4%
                                             Delegates                4381    2586       69%
                                             Countries represented      91      89     2.25%

                                             Daily Attendance        2010    2008
                                             Day 1                    19%     21%
                                             Day 2                    29%     28%
                                             Day 3                    30%     28%
                                             Day 4                    22%     23%

Post Show Marketing Review | November 2010
              Top 5 visitor job functions                         Top 5 visitor company activities
           Engineering                                           Oil
           Sales                                                 Gas
           General Manager                                       Engineering/Construction
           Chairman/President/Director                           Petrochemicals
           Managing Director                                     Trader

        22% of ADIPEC visitors are senior                     ‘ADIPEC is the meeting place for the oil and gas
        level industry executives                             industry’ (95% survey respondents)
        Engineers represent 16% of our audience

                Top 5 visitor interests                            Top visitor country attendance

       Products                                                 UAE
       Pipes & Fittings                                         Oman
       Valves & Actuators                                       Iran
       Oil & Gas Storage & Transportation                       UK
       Drilling                                                 India
       Production                                               Kuwait
                                                                 US
    A third of visitors arrange pre-planned meetings
    with potential suppliers of products/services they       The UAE accounts for 79% of attendees,
    are interested in using MyADIPEC                         however 2010 has seen an increase in
                                                             attendance from 73%

27% of visitors have over $1mn budget to spend at ADIPEC: that is over 12,000
people and a combined buying power of $12 billion.

  “ADIPEC is probably the most sought after exhibition for Oil & Gas outside the USA and one of the most important in the
  world. It improves the branding exposure of organizations and helps finding products and services in the MENA region.”
                                                                             Nicola Siotto, PROJECO, United Arab Emirates

                                                                                                                            Post Show Marketing Review | November 2010
                                             Where are ADIPEC visitors from?
                                             (Excluding the UAE)

                                                                                                      Algeria,      Austria, Bahrain, Belgium, Canada,
                                                                               Yemen, 0.29%            0.06%         0.06% 0.36%       0.08% 0.26%          China, 0.53%
                                             Ukraine, 0.04%
                                                                                                                                                            Denmark, 0.03%
                                             Turkey, 0.10%                                                                                                  Egypt, 0.38%
                                                                              United Kingdom,             United
                                             Tunisia, 0.05%                   1.41%                       States,                                        France, 0.33%
                                             Thailand, 0.05%                                                                                                 Germany, 0.51%
                                                                                                                                                                     Hong Kong, 0.04%
                                             Syria, 0.29%

                                             Switzerland, 0.10%
                                             Sweden, 0.06%                                                                                                               India, 1.07%
                                             Sudan, 0.11%
                                             South Korea, 0.26%
                                             South Africa, 0.08%

                                             Singapore, 0.18%
                                                                                                                                                                                 Iran, 1.59%

                                             Saudi Arabia, 2.22%
                                                                                                                                                                                 Iraq, 0.12%

                                                                                                                                                                                 Italy, 0.54%

                                                                                                                                                                                   Japan, 0.14%
                                                                                                                                                                                 Jordan, 0.21%
                                                        Russia, 0.22%

                                                                                                                                                                           Kuwait, 1.06%
                                                               Qatar, 1.00%

                                                                                                                                                                               Lebanon, 0.10%
                                                                                                                                                                                 Libya, 0.17%
                                                                    Pakistan, 0.44%
                                                                                                                                                                              Malaysia, 0.16%
                                                                                                                                                                           Netherlands, 0.27%
                                                                                                                                                                                Nigeria, 0.25%
                                                                                       Other, 2.03%
                                                                                                                                      Oman, 1.89%                              Norway, 0.21%

Post Show Marketing Review | November 2010
What are the job functions of ADIPEC visitors?

16%                                                                                                                                                                                    15%


8%      7%                                           7%
                                                                                                                6%                                                                                   6%
6%                                                                                                                                          5%               5%           5%
                                                                                           4%                                                                                                                                                                                                                                                                                      4%
4%                                                                                                                                                                                                                                                                                                3%                                          3%
                                                                                                                                                                                                                            2%                      2%
2%                                                                                                                                                                                                                                        1%                              1%                                           1%                               1%

        Chairman/President/Vice President/Director

                                                                         General Manager

                                                                                           Commercial Manager

                                                                                                                Technical Manager


                                                                                                                                            Marketing & PR




                                                                                                                                                                                                     Business Development



                                                                                                                                                                                                                                                    HR / Administration


                                                                                                                                                                                                                                                                                                  Project Management

                                                                                                                                                                                                                                                                                                                       Training / Education


                                                                                                                                                                                                                                                                                                                                                        Research and Development

                                                     Managing Director

                                                                                                                                                                                                                                                                                                                                                                                           Job Function                %
                                                                                                                                                                                                                                                                                                                                                                                             / Vice President/Director  7%
                                                                                                                                                                                                                                                                                                                                                                                           Managing Director            7%
                                                                                                                                                                                                                                                                                                                                                                                           General Manager              8%
                                                                                                                                                                                                                                                                                                                                                                                           Commercial Manager           4%
                                                                                                                                                                                                                                                                                                                                                                                           Technical Manager            6%
                                                                                                                                                                                                                                                                                                                                                                                           Sales                       14%
                                                                                                                                                                                                                                                                                                                                                                                           Marketing & PR               5%
                                                                                                                                                                                                                                                                                                                                                                                           Operations                   5%
                                                                                                                                                                                                                                                                                                                                                                                           Purchasing                   5%
                                                                                                                                                                                                                                                                                                                                                                                           Engineering                 15%
                                                                                                                                                                                                                                                                                                                                                                                           Business Development         6%
                                                                                                                                                                                                                                                                                                                                                                                           Consultancy                  2%
                                                                                                                                                                                                                                                                                                                                                                                           Finance                      1%
                                                                                                                                                                                                                                                                                                                                                                                           HR / Administration          2%
                                                                                                                                                                                                                                                                                                                                                                                           IT/Telecommunications        1%
                                                                                                                                                                                                                                                                                                                                                                                           Project Management           3%
                                                                                                                                                                                                                                                                                                                                                                                           Training / Education         1%
                                                                                                                                                                                                                                                                                                                                                                                           Student                      3%
                                                                                                                                                                                                                                                                                                                                                                                           Research and Development 1%
                                                                                                                                                                                                                                                                                                                                                                                           Other                        4%

      “This was a very professional event in the glittering jewel of the Middle East. Absolutely wonderful experience”
                                                                                  David J Bassler, Alloy & Stainless Fasteners, USA

                                                                                                                                                                                                                                                                                                                                                                                                                             Post Show Marketing Review | November 2010
                                             What are ADIPEC visitors’ core company activity?






                                                               6%                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      6%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Company Activity
                                             5%                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                4%                                                                                                              Oil                                23%
                                                                                                                                               3%                                                                                                                       3%                                                                       3%                                                                                         3%                                                                                                                                                                                                                                                                                                                                 Gas                                17%
                                                                                                                                                                                                           2%                                                                                                                                                                                                                                                                                                     2%                                                                                                             2%                                                                                                                                            Petrochemicals                      6%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Associations /
                                                                                1%                                                                           1%                                                                                                                                     1%                                                                  1% 1%                                                                                                1%                                                      1% 1% 1%                                                                                                                                     1%                                           1% 1%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Government Agencies /
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Institutes & Regulatory Bodies    1%
                                             0%                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Consultancy                         3%




                                                                                                                                                             Containment Systems Manufacturer & Supplier

                                                                                                                                                                                                           Distribution / Transportation

                                                                                                                                                                                                                                           Engineering / Construction

                                                                                                                                                                                                                                                                        Exploration & Production

                                                                                                                                                                                                                                                                                                   Information Technology / Telecommunications

                                                                                                                                                                                                                                                                                                                                                 Maintenance & Repair

                                                                                                                                                                                                                                                                                                                                                                        Corrosion Protection & Insulation

                                                                                                                                                                                                                                                                                                                                                                                                            Media / Publications & Events

                                                                                                                                                                                                                                                                                                                                                                                                                                            Pipeline Technology & Services

                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Plants / Terminals & Storage Tanks

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Power Generation

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Processing & Production Engineering

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Financial / Legal Services
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Research & Development

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Safety Equipment & Training

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Service Provider

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Tanker Shipbuilding & Operations


                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Training & Education


                                                                                Associations / Government Agencies / Institutes & Regulatory

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Containment Systems
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Manufacturer & Supplier           1%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Distribution / Transportation       2%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Engineering / Construction         11%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Exploration & Production            3%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Information Technology /
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Telecommunications                1%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Maintenance & Repair                3%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Corrosion Protection & Insulation   1%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Media / Publications & Events       1%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Pipeline Technology & Services      3%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Plants / Terminals & Storage Tanks 1%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Power Generation                    2%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Processing & Production
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Engineering                       1%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Financial / Legal Services          1%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Research & Development              1%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Safety Equipment & Training         2%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Service Provider                    4%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Tanker Shipbuilding & Operations    1%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Traders                             5%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Training & Education                1%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Transportation                      1%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Other                               6%

                                               “My CEO sends the admiration and congratulations to the organizers of the Adipec 2010 which has emerged to be a true
                                               global and international event for our industry. This award is dedicated to Saudi Aramco employees and it empowers us to
                                               continue our journey of Excellency. I want to thank ADIPEC for this Event”
                                                                                                      Abdullatif Al Othman, Senior Vice president of Finance, Saudi Aramco

Post Show Marketing Review | November 2010
What do visitors want to see at ADIPEC?
The even spread of interest across all the products exhibited at the show proves that ADIPEC is the total oil & gas show.

                                                                        6% 6%                                                                                                                                                                                                                                       6%                                                                                        6% 6%
                                                          5%                                                                                                                                                                                                                                                                                                                          5%
                                                                                                          4%                                     4% 4%                                                                                                             4%                                                                                      4%                                                                                                                    4%                                                                                                                                                                   4%
                                                                                                3%                    3% 3%                                                                                               3%                                                             3%                                                                                                                                                                                                                                                                                                                         3%                                                                                Gas compressor                           1%
3%                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Metering Systems                         1%
                                                                                                                                                                                                                                                                                                                                                                                                                                                      2%                                                     2% 2%                                                                                                          2%                                                               2%       Gas Treatment                            1%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Exploration                              5%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Drilling                                 6%
      1% 1% 1%                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                1%                                                                                                                      Production                               6%
1%                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Refining                                  3%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Marketing                                4%
0%                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Well Completion                          3%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Marine                                   3%
      Gas compressor

                                          Gas Treatment
                       Metering Systems


                                                                                                                      Well Completion

                                                                                                                                                 Offshore Well Equipment and Services
                                                                                                                                                                                        Electrical/Electronic Equipment
                                                                                                                                                                                                                          Offshore Platforms, Fixed and Floating
                                                                                                                                                                                                                                                                   Safety and Security
                                                                                                                                                                                                                                                                                         Environmental Protection
                                                                                                                                                                                                                                                                                                                    Oil and Gas Storage & Transportation
                                                                                                                                                                                                                                                                                                                                                           Instruments and Controls
                                                                                                                                                                                                                                                                                                                                                                                      Pumps and Compressors
                                                                                                                                                                                                                                                                                                                                                                                                              Pipes & Fittings
                                                                                                                                                                                                                                                                                                                                                                                                                                 Valves & Actuators
                                                                                                                                                                                                                                                                                                                                                                                                                                                      Ships, Boats and Vessels
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Process Plant & Equipment
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Corrosion & Abrasion Control
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            Technical & Laboratory Services
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Financial & Administration Services
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            IT & Telecommunications
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Construction / Maintenance / Repairs
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Offshore Well Equipment and Services     4%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Electrical/Electronic Equipment          4%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Offshore Platforms, Fixed and Floating   3%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Safety and Security                      4%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Environmental Protection                 3%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Oil and Gas Storage & Transportation     6%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Instruments and Controls                 4%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Pumps and Compressors                    5%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Pipes & Fittings                         6%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Valves & Actuators                       6%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Ships, Boats and Vessels                 2%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Process Plant & Equipment                4%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Corrosion & Abrasion Control             2%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Technical & Laboratory Services          2%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Financial & Administration Services      1%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Tools                                    3%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      IT & Telecommunications                  2%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Construction / Maintenance / Repairs     4%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Others                                   2%

     “I have attended 2 ADIPEC exhibitions (2008, 2010). At both the events my company had good exposure to the Oil & Gas
     Industry. ADIPEC is an exhibition which gives way to all product and services related to Oil & Gas”
                                                                                  Raj Jain, Ratnadeep Metal & Tubes Ltd, India.

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Post Show Marketing Review | November 2010
                  VIP Attendees

                                                                His Highness Sheikh Khalifa bin Zayed Al Nahyan,
                                                                      President of the United Arab Emirates
                                                                         was the patron of ADIPEC 2010

                                                        ADIPEC was inaugurated by H.H. Sheikh Hazza Bin Zayed Al Nahyan
                                             Abdul Munim Al Kindy, CEO of ADCO and the Chairman for ADIPEC 2010 Executive Committee

Post Show Marketing Review | November 2010
Other dignitaries who attended the four day event included:

- H.H. Sheikh Hazza Bin Zayed Al Nahyan
- H.H. Sheikh Nahyan Bin Mubarak Al Nahyan
- H.H. Sheikh Sultan Al Nahyan, ADNEC
- H.E. Mohamed Bin Dhaen Al Hamli, UAE Minister for Energy
- H.E. Ali Bin Harmel Al Dhaheri
- H.E. Dr Hessa Al Otaiba, UAE Ambassador to Spain
- H.E. Yousef Omeir Bin Yousef, CEO ADNOC Group and Secretary General Supreme Petroleum Council
- H.E. Yousef Al Nowais, Chairman, Arab Development Company
- H.E. Hussain Al Nowais, Chairman, Arab Development Company
- H.E. Khalifa Al Hinai, Ministry of Oil & Gas, Sultanate of Oman
- H.E. Alain Azouaou, French Ambassador in the UAE
- H.E. Obaid Khalifa Al Jaber, GASCO
- H.E. Sheikh Sultan Bin Suroor Al Dhaheri
- H.E. Motassam Akram Hassan, Deputy Oil Minister of Iraq
- H.E. Ali Al Obaid Al Yabhouni, UAE Governor of OPEC & GM of ADNATCO-NGSCO
- Abdullatif Al Othman, Senior Vice President of Finance, Saudi Aramco
- H.E. Amir Salim Al Aidarous, Minister of Energy, Yemen

ADIPEC was visited by a number of highly influential figures including various energy ministers and deputy ministers. Key figures from the industry including CEOs,
Presidents and General Managers had a large presence from NOCs, IOCs, operating and service companies.
                                                                                                                                              Post Show Marketing Review | November 2010
                    Key Facts                                                             The Exhibition: A global market place
                    (Based on visitor survey done onsite and registration information)    ADIPEC is important to business (97% of visitor survey respondents) and participating
                                                                                          companies are central to ensuring that ADIPEC helps visitors have a successful
                    40%      of visitors have budget authority, while                     show

                    27%      of visitors have over $1mn budget to spend while at ADIPEC
                                                                                          85%     of visitors come to ADIPEC to source suppliers over the 4 day exhibition,
                    57%      of visitors attend in a group from their company
                                                                                          and most found the suppliers/products they were looking for

                    Top main objectives for                                                       actually placed orders or purchased items they hadn’t considered before

                                                                                          attending ADIPEC.
                    attending ADIPEC 2010:
                    - To see new products                                                 14 National Pavilions
                    - To learn more about the industry

                    - To keep up to date with new products and technology                                Turkey                      Spain

                    - To meet potential/new business partners                                            UK                          USA

                    - To network within the industry                                                     Canada                      India

                    73%      of visitors met their objectives while at the show                          France                      Germany

                                                                                                         Norway                      Italy

                    Most important factors to visitors:                                                  China                       The Netherlands

                                                                                                         Russia                      Korea

                    - to see existing suppliers and evaluate products                     According to 92% of visitors, attending ADIPEC is the most efficient way to source
                                                                                          suppliers and evaluate products/services for global markets and not just for the
                    - industry networking
                                                                                          UAE. In order to speak to the right people about their requirements, 64% of our total
                    - all the leading industry players participate                        audience feel it is important to meet technical staff from exhibiting companies.

                    91% of visitors are highly likely to recommend ADIPEC to colleagues   Networking with leading industry players is a key objective for many visitors, and as
                                                                                          such visiting exhibitor stands, chance meetings and social opportunities are at the
                                                                                          forefront of visitors’ agendas.

                                                                                          ADIPEC covers all sectors of the oil and gas industry (93% of visitor survey

Post Show Marketing Review | November 2010
                                                                                            ADIPEC introduced new features
Abdul Munim Al Kindy, CEO of ADCO, was the the Chairman of Executive Committee
                                                                                            at the 2010 show
for ADIPEC 2010
Theme: Delivering Energy in the Low Carbon Era: Challenges and Opportunities                As a result of 95% of visitors rating industry networking as very important, we
                                                                                            introduced more features in 2010, including the ADIPEC Awards: Excellence in
                                                                                            Energy, CEO Summit, and Graduate Fair.
                                                   2010                    2008
 Executive Committee                                 29                       18
 Technical Committees                                53                       89
 Abstracts received                                1090                      843            The inaugural CEO Summit at ADIPEC proved to be a huge success with attendance
 Speakers                                           260                      260            from the regional oil and gas elite, including senior level executives from ADCO,
                                                                                            Dolphin Energy, Shell, Partex, ExxonMobil, Conoco Phillips, Oxy, Schlumberger and
 Delegates                                         4381                    2586             the Executive Affairs Authority.

Held over four days parallel to the exhibition, the technical conference presented a        Under Chatham House rules the panelists debated key drivers for the industry,
comprehensive programme of technical and panel sessions.                                    including future energy sources, energy security, climate change and human resource.

Topics covered diverse issues, such as:                                                     Andy Swiger, SVP ExxonMobil was the keynote speaker along with H.E. Motassem
                                                                                            Akram Hasan, Deputy Minister of Oil, Iraq

Technology & innovation in the energy sector – Sustainability & development of human
                                                                                             CEO Summit Attendees
capital – New frontier challenges (tight gas, sour gas, heavy oil, unconventional)
– Carbon management in the energy industry – Delivering mega-projects in a                   Delegates                                               235
challenging/changing environment                                                             Speakers / Panellists                                     19
                                                                                             Media                                                     12
With presenters/authors from these                                                           Total                                                   266
BP – Accenture – Baker Hughes – Total – Masdar – Technip – Schlumberger – Saudi
                                                                                            12       journalists attended the CEO Summit, including The National, Gulf News,
Aramco – Shell – Oxy – ConocoPhillips – Petroleum Development Oman – Kuwait Oil             Khaleej Times, Bloomberg, Reuters and key energy publications
Company – Enron International – Weatherford – Chevron – Dupont – Qatar Petroleum
– Halliburton – ExxonMobil – Petronas – ADNOC and Group of Companies
                                                                                            44% of attendees had over $1million purchasing responsibility
                                                                                            80% of CEO Summit attendees said they would attend again
Conference delegates were 83% quite or highly satisfied with the quality of the
conference sessions 49% of delegates have only attended the ADIPEC Conference
in the last 12 months

    “ADIPEC is a prestigious show...we were proud to be there” - Manu Sukul, Righill Electrics, India

                                                                                                                                                            Post Show Marketing Review | November 2010
                                                                                                           The esteemed judging panel consisted of:
                   A new initiative launched for dual purpose: to introduce students from the UAE to       H.E. Yousef Al Nowais, Chairman Arab Development
                   learn about and find suitable employment in the oil and gas industry, and conversely
                   for energy companies to source new local talent from the local educational institutes   Abdul Munim Al Kindy, CEO ADCO and Chairman ADIPEC Executive Committee,
                   and play their part in the development of Emirati students.
                                                                                                           Ali Al Obaid Al Yabhouni, UAE Governor of OPEC & GM of ADNATCO-NGSCO
                   With support from the Abu Dhabi Tawteen Council, students from local colleges
                   and universities attended the 2 day Graduate Fair to hear from HR Managers at key       Morten Mauritzen, Lead Country Manager, ExxonMobil
                   companies (i.e. ExxonMobil, Meisco, Dolphin, Total, BP) on recruitment requirements,
                   opportunities and future career development                                             Bassam Hage, Managing Partner, Ernst & Young

                                                                                                           Justin Hearn, Senior Process Manager, Gas Treatment Process Technology,BASF

                                                                                                           The ADIPEC Awards were attended by over 320 senior managers including 70
                                                                                                           senior managers from ADNOC.

                   Recognising and celebrating the achievements of energy professionals                    The highlight of the evening was Energy Company of the Year given to Saudi Aramco
                   6 awards were presented to individuals and companies in the industry in the following   and received by Mr. Abdullatif Al Othman, SVP Finance and presented by Abdulla
                   categories                                                                              Nasser Al Suweidi, Deputy CEO of ADNOC, Director Exploration & Production.

                   •    Best Innovation or Technology of the year: Saudi Aramco

                   •    HSE Project or Initiative of the Year: QP/Shell

                   •    CSR Initiative of the Year: ADMA OPCO

                   •    Best Future Leadership Programme and Diversity in the Workplace Award of
                        the Year: Tawazun Precision Industries

                   •    Project of the Year: ADCO

                   •    Energy Company and Energy Executive of the Year: Saudi Aramco

                   70 entries from 16 countries were submitted into the 6 categories for the judging
                   panel to assess

                       “The organizing team is one of the most professional teams I have dealt with world wide” - Baher Mangood, BBM Creation, United Arab Emirates

Post Show Marketing Review | November 2010
International Marketing Campaign                                                        ADIPEC News:
We exceeded our target of reaching 40,000 attendees by achieving over 45,000            A quarterly publication covering the highlights and updates from ADIPEC. ADIPEC
attendees from 91 countries                                                             News was distributed as a supplement in Pipeline magazine and to exhibitors
                                                                                        and sponsors, and placed in the reception of ADNOC and Group of Companies
                                                                                        throughout Abu Dhabi.
Direct Marketing
Email campaign:                                                                         ADIPEC was promoted over 2 years at major international oil and gas industry events,
                                                                                        including: Offshore Technology Conference (OTC) - Global Petroleum Show (GPS) -
This year we sent monthly ADIPEC e-newsletters and then targeted e-shots to seg-        World Petroleum Congress (WPC) – Gastech - Iranian Oil Show - Oil & Gas Outlook
mented audiences depending on the campaign message in order to retain our sub-          Brasil and events in Russia and Venezuela
scribers and reduce opt outs.

- 500,000 targeted emails sent to our own in-house ADIPEC database                      Advertising:
- another 100,000 emails sent using dmg world media oil and gas global data             Outdoor advertising was mapped throughout key locations in Abu Dhabi and on the
- 3rd party emails reached over 4.6 million targeted industry personnel                 main routes to and from Dubai. This year we reduced static positions to be able to
                                                                                        include 6 bus routes and 2 mobile trucks which circulated around key locations and
                                                                                        events in Abu Dhabi.
                                                                                        Radio: 2 weeks prior to the event we had coverage during prime time and peak hour
Direct mail:                                                                            shows on English, Arabic and Hindi radio stations
We have cut back on print in 2010 to ensure a more environmentally friendly
marketing campaign, and in response to surveys where respondents prefer email           SMS:
communication. This year we did not print our Call for Papers or the Conference
Preview, both previously large print items.                                             Different campaigns to relevant audiences, including:
130,000 visitor invitations:                                                            - pre-registered attendees with URN and opening times
- inserted into media partner publications                                              - reminders to non-attendees
- sent out by our exhibitors directly to their customers                                - full campaign to conference delegates for individual panel and technical sessions

                                                                                        - onsite feature promotion
Not only did we have a dedicated customer service team to guide our exhibitors          VIP programme:
through the operational process, we also called a target audience to promote the
special hotel packages, group discounts and other fees available for the conference.    Exclusive invitations, dedicated registration pages and enhanced opportunities for
                                                                                        promotion off and online

    “Boreal Laser looks forward to continuing our partnerships and growth via ADIPEC”

                                                                                                                                                       Post Show Marketing Review | November 2010
                                                                                                                  Social media
                   Pre-registered visitors
                                                                                                                  You Tube: Videos uploaded onto You Tube proved a huge hit this year with 2,300
                                                                                                                  hits over the 4 days of the show and after. External publications and social networks
                   We achieved a substantial pre-reg conversion rate of 57% - the highest in the region.
                                                                                                                  have maintained a steady stream of hits as content was shared by external sources.
                   Given that Middle Eastern visitors are not well-known for pre-registering, this is a
                                                                                                                  Much of the activity came from interested parties searching for information on
                   staggering result.
                                                                                                                  ADIPEC, dmg and the energy industry. An impressive 10% of You Tube downloads
                   • All previous ADIPEC attendees were registered automatically via a
                                                                                                                  were made up my mobile phone downloads.
                       pre-populated registration form
                                                                                                                  LinkedIn: We have over 300 members of the ADIPEC group who joined in 108
                   •     A bespoke electronic communication campaign was carried out with the                     discussions between May and November
                         latest news from ADIPEC

                   •     SMS messages containing their registration URN were sent out the day                     Media schedule
                         before the show to ease registration congestion.

                   •     Automatically registered to MyADIPEC to help start planning their time                   Support from industry trade publications, business press, regional and international
                         at the show by selecting exhibitors, products, arranging meetings and                    publications.
                         personalizing their floor plans.                                                         33 international trade publications, including:
                                                                                                                  • dmg publication: Pipeline

                                                                                                                  •   International Regional Trade Publication: Upstream
                                                                                                                  •   International Official Media Partner: Financial Times
                   183,628 unique hits on basic content web pages with 587,500 pages viewed over
                                                                                                                  •   Show Daily Publisher & Official Regional: Alain Charles / Oil Review Middle East
                   the full year amounting to an incredible 1,029,850 views when MyADIPEC views
                   (exhibitor list, floor plan, agenda) are included.                                             •   Official Delegate Publication: Petroleum Economist

                                                                                                                  •   Official Online Partner:

                                                                                                                  •   Official Regional Partner: MEED

                   Between March and November 2010:
                   •     41,738 floor plan visits
                                                                                                                  Media partner support via
                   •     134,746 exhibitor searches
                   •     20,411 product searches                                                                  -   advertising (over 4,440,000 OTS)

                   The total figures below relate to visitors’ use of the exhibitor list, selecting exhibitors,   -   direct mail (130,000 visitor invitations in partner publications, sent to
                   adding them to their personal agenda in MyADIPEC, sharing their information and                    exhibitors / sponsors, local exhibitor receptions )
                   emailing the exhibitors they are interested in communicating with and meeting onsite           -   subscription e-mails (359 emails from 33 partners reaching over 4.6 million
                   at the show.                                                                                       subscribers)

                         Views Links to website Added to Agenda Shared Information                  Emails        -   website cross-promotion via banners, logos and event calendars (40 million
                                                                                                                      OTS over 43 websites)
                       235,459               32,874            56,634                  35,752         1937

Post Show Marketing Review | November 2010
-    editorial pieces and previews in partner publications with an OTS of 1.5
     million (NB over and above the editorial gained by PR)
                                                                                          And onsite:
-    event marketing (through stand displays and visitor promotion)                       •   Show Catalogue advertising / profile entries
-    logos on front covers, special features, previews, email signatures etc              •   Show Daily advertising

                                                                                          •   Sponsorship opportunities
Promotion through stakeholders
                                                                                          Public Relations
Promotion through endorsements from major stakeholders, including the venue
ADNEC, exhibitors, associations, and embassies.

Exhibitors were given a full marketing and PR guide to help connect them directly to      We achieved a minimum of 331,910,576 opportunities for people to read, see or
their customers to increase the footfall to their stands and by association to ADIPEC     hear about ADIPEC in a PR campaign that resulted in extremely positive press
generally.                                                                                coverage across all key target media.

                                                                                          The PR campaign achieved a total of
They reached their customers through:                                                     438 pieces of coverage with a split of 121 English printed pieces, 163 Arabic
•    visitor invitations                                                                  printed pieces, 146 online pieces and 8 broadcast. The coverage achieved has an

•    e-newsletters                                                                        editorial value of $5.7 million and an advertising equivalent of over $1.6 million.

•    personalised registration pages
                                                                                          191 media personnel attended during the four days of ADIPEC
•    co-branded HTML promotions

•    email signatures                                                                     15 press releases were sent in the run up to the event, and onsite activity included
•    ‘visit us on stand x at ADIPEC ’ logos on advertising                                7 press releases
•    website logos and banners

•    press release uploads
                                                                                          21 press attended our pre-show press conference including UAE English and
                                                                                          Arabic dailies, and Arabic TV
•    event announcements

•    ADIPEC News (1 – 4 issues)                                                           12 journalists attended the CEO Summit including The National, Gulf News, Khaleej
                                                                                          Times, Bloomberg, Reuters and key energy publications
• online profiles, banners, category listings

•    MyADIPEC meeting arrangements

    “We have received calls for serious business relationships from about five persons after a month of ADIPEC” - Ogundoro Raphael, Spray System Co., Nigeria Office

                                                                                                                                                        Post Show Marketing Review | November 2010
Post Show Marketing Review | November 2010
                                              ADNEC, P.O.Box 94879, Abu Dhabi, UAE,
                                             Tel: +971 2 4444 909, Fax: +971 2 4444 383
                                             E-mail: www.

Post Show Marketing Review | November 2010

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