Question

Topic: E-Marketing

Promotional Activities For Trade Show

Posted by 1581599248 on 10/13/2020 at 10:51 AM ET 250 Points
I'm currently doing a assignment about how Penfolds should be ready during the trade show.
My action plans include time, cost, leaflets, personnel training, booth design, goods preparation and promotion activities.
I want to ask you guys what effective promotional activities can I use during a trade show?
I have an idea that blind box lottery. The price of each blind box sold to customers is the same, for example, 25$/50$, but the style of wine in each blind box is different, and some cheap and some expensive. This promotion activities can not only help the event be more interesting, but also help the company sell inventory that cannot be sold.
Do you guys think this is an effective promotion activities?Or do you guys have any better ideas？
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RESPONSES

  • Posted by Jay Hamilton-Roth on 10/13/2020 at 1:51 PM Accepted
    Have you surveyed attendees or researched effectiveness of such an activity? If people spend 25$, will they be guaranteed to get at least that value of wine? What about issues of people who like reds vs. whites, etc.?

    Since it's your assignment, you need to do the research to figure things out. We are glad to comment on your thoughts, but it's your learning experience.
  • Posted by mgoodman on 10/13/2020 at 2:59 PM Accepted
    What is the objective? What metrics will you use to determine if your plan will "get you ready during the trade show." How will you evaluate the various options we come up with? What does success look like for you?
  • Posted by chiron34 on 10/14/2020 at 12:57 AM Accepted
    What is your expected end result from participation in the trade show? What do you actually want to achieve? Do you want to close actual sales then and there; if so, to what value in monetary terms or wine volume terms or are you looking at varietal sales statistics? Alternatively, will you just compile leads for later more detailed attention? You will also need to consider your competitors exhibiting at the trade show and undertake some analysis of their marketing and promotional activities. Don't forget that competitors can be direct, as in same value wines, or more expensive and less expensive wines. Competitors also include non-wine beverages such as beer and spirits and even non-alcoholic beverages..
  • Posted by Mike Steffes on 10/14/2020 at 8:41 AM Accepted
    Don't try to give things to customers that cannot be sold. Those things hold no value to customers. That can only weaken your brand.
  • Posted by danwan337 on 10/15/2020 at 8:25 AM Member
    Blind box lottery is a good idea, but if it doesn't go well with your target audience, it will be a big fiasco. If the event has more of B2B customers, then you might think of adding some give away relevant to them. Have you identified what you want to achieve through this trade show? Is it brand building, lead generation, direct sales, marketing etc.?
  • Posted by Gary Bloomer on 10/15/2020 at 8:55 PM Accepted
    Unless you're introducing buyers to sub $25 per bottle buys (because 80%+ of US wine sales are in the sub $15 range), I'd avoid doing a blind box anything for Penfolds. There's too much risk of cheapening their brand. There's a big frigging difference between a Penfolds Grange at $600 USD+ per bottle and their 389 at $70 and the Penfolds Shiraz Cabernet Koonunga Hill at $14!

    It may be better to invest time educating potential buyers about the history of the company and introducing them accordingly.
  • Posted by Shelley Ryan on 10/27/2020 at 6:45 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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