Topic: Student Questions


Posted by 1956233758 on 250 Points
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.
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  • Posted by Jay Hamilton-Roth on Member
    What research have you done on the vitamin regimen of the target audience? How do these products compare with other available vitamins? Is this fair the right venue to showcase the products? Do you have independent Chinese lab testing of any health claims? Besides the usual games & giveaways, why would someone want to stop at your booth? How will you measure success for attending the show?
  • Posted by mgoodman on Moderator
    It is most important to establish meaningful metrics in advance. What is the objective? How will you measure success?
  • Posted by Gary Bloomer on Member
    Why is there no mention of finding out what customers value, need, look for, or pay attention to in terms of getting results that matter to them?
  • Posted by Shelley Ryan on Moderator
    The MarketingProfs Know-How Exchange is NOT here for student homework assignments. Please pass that "comment" along to your lecturer.

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