Question

Topic: Strategy

Trade Show Analysis

Posted by Anonymous on 3/25/2004 at 3:53 PM ET 250 Points
How do I analyze the benefit of sales and promotion shows for each product category against the marketing objectives in our strategic plan?

We send our marketing consultants to several trade/consumer shows a year for the tourism sector.
We have to review reports of each show for the past three years and determine their relevance to each of our product categories and balance in terms of representation. The we must assess results vs. costs and develop recommendations for the next year's strategic marketing plan.
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RESPONSES

  • Posted by jcmedinave on 3/25/2004 at 4:45 PM Member
    Hello,

    Which is the objective of each show? To carry out contacts, to sell, to advertise, to be updated and know tendencies, to be compared with the competence, to launch a new product or to bring important information.

    Each objective should be measured: quantitative or qualitatively, and a goal should be placed.

    Inversion vs Cost?: you must compare the results obtained with other alternative channels.

    In the tourism area, I suppose that the shows are very important to maintain contact with the travel agencies, Airlines and wholesales. Some of them will be better for developing Relations and some other for do Business.

    Bye,

    Juan Carlos
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