Know-How Exchange : Student Questions

Hi everyone, I have prepared two action plans for the chosen firm 'Blackmores' in order for them to prepare to attend the Medical Fair Show in Suzhou for an assignment, I am looking forward to comments and feedbacks from everyone so that I can improve these plans further. Getting feedbacks is a part of my assignment requirements, so thanks for helping me by giving feedbacks.
The tradeshow is The Medical Fair China in Suzhou which is organized by the MesseDüsseldorf (Shanghai) Co., Ltd. and China Service Alliance of Medical Device Innovation (CSAMDI) (CantonFair, 2020) where they aim to promote development and innovation of the domestic medical industry of China to international firms and enhance corporations amongst firms. Following are some promotion activities:
• As visitors attend trade shows to find out what kind of new products does the firm offer, for Blackmores, as it is expanding to the China market, it is important for them to put an emphasis on the natural aspect of their vitamins and supplements.
• Prior to the trade show, Blackmores should advertise its presence by posting on social media, their webpages and write emails to their current partners to invite them to join the trade show. The posts on social media should include information about the Medical Fair, information on the booth location of Blackmores, short introduction of products and promotions that the firm will give showcase and implement during the fair to encourage potential buyers to come and visit the booth. By showing information of Blackmores being at the trade show, the firm is utilizing the Internet to create awareness before the show, to attract future customers as well as business partners.
• During the show, it is important for Blackmores to stand out from other booths, attracting attention. They can do this by creating live presentation or a content video which provides information on key aspects of the products, the benefits when using the products which focuses on the natural ingredients used to produce these supplements. For Chinese consumers, it is very important that the brand has reputation so the firm will need to present testimonials from previous Blackmores consumers. Furthermore, as Blackmores has recently been invited to be a member of the China International Import Expo (CIIE) Enterprise Alliance, the firm can use this to their advantage as the only one of the four Australian firms who have been invited to join (Medianet, 2018) by showcasing the membership on a poster.
• The firm should also use the onsite personnel to become a welcome team, inviting customers in to check out on the products as well as updating visitors on what is happening at the booth. The booth should also prepare interactive games, giveaways to keep customers engaged.

• The firm should then follow-up to these visitors by sending emails, messages via information provided or even send packets in order to further develop a relationship which can enhance a good impression on the firm and its products.