Question

Topic: Student Questions

Promotion Plan For Surf Expo

Posted by dopeyqzy on 5/20/2021 at 7:44 AM ET 25 Points
Hey guys, I'm an undergraduate now. I'm doing an assignment for the Rip Curl exhibition promotion report and I've made two plans for promotions.

The first is the preparatory activities before the exhibition, the second is the promotion activities during the exhibition. Preparation activities include planning the whole exhibition, making a budget, booking a booth, confirming required documents, planning and production of exhibition brochures, lighting requirements for the exhibition, booth requirements, formulating marketing plans, arranging systematic staff training, ordering souvenirs or promotional products, booking air tickets and hotels, Contact the Surf Expo sponsor to confirm that booth details being refined and check all steps on the schedule are covered.

The second promotion plan is after the start of the exhibition. According to the training manual, the staff should actively distribute brochures before the buyers enter the exhibition area and introduce the products to the buyers according to their needs. Enthusiastic service is required to make the buyer feel that Rip Curl is a reliable company. After the buyer has a certain understanding of the product, inform them Rip Curl offers a trial service where buyers can experience the latest technology and products on a surf simulator. Give the buyer a Rip Curl souvenir after the experience or before they leave. Build a bond with the buyer and give them a sense of belonging and loyalty to Rip Curl.

This is all my plan for Surf Expo. I hope you can give me some feedback to help me improve. Thank you, have a good day!
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RESPONSES

  • Posted by mgoodman on 5/20/2021 at 8:13 AM Accepted
    Where is the part about LISTENING to the target audience?
  • Posted by Mike Steffes on 5/20/2021 at 10:45 AM Accepted
    Sounds like a very efficient system to process buyers. Make sure to curve the entrance chute.
  • Posted by dopeyqzy on 5/20/2021 at 11:14 PM Author
    The target audience is retailers, importers and agents, not ordinary customers.
  • Posted by Gary Bloomer on 5/23/2021 at 9:34 AM Accepted
    The decisions of retailers, importers, and agents are all made by people, which means they are no different than any other potential buyer ...

    " ... the staff should actively distribute brochures before the buyers enter the exhibition area and introduce the products to the buyers according to their needs."
    ... In my experience, brochures alone aren't enough to make these kinds of connections. How will products be demonstrated?

    "Enthusiastic service is required to make the buyer feel that Rip Curl is a reliable company." Service alone isn't enough to pull this off. What else can you do here to boost these feelings?

    "After the buyer has a certain understanding of the product, inform them Rip Curl offers a trial service where buyers can experience the latest technology and products on a surf simulator."
    Now we're getting somewhere. What provision will you make at the Expo to give attendees a demonstraiton there and then?

    "Give the buyer a Rip Curl souvenir after the experience or before they leave." What kinds of tchotchkes and nicknacks will you be haning out?

    "Build a bond with the buyer and give them a sense of belonging and loyalty to Rip Curl." How will you do this? How will you create that sense of belonging? How long will this take? It's important to factor into your calculations that bonds and senses of belonging don't just happen in an instant.

    What provision will you make to collect the contact details of attendees so you can message to them over time, thereby building a relationship with them?

    How will you demonstrate what your product does, how it works, who it's for, who it's NOT for, why its scarcity makes it worth pursuing, and why it's worth investing time and money in?

    What does your product do that other products don't, won't do, or can't do?

    How will you overcome doubt in the product's functionality and reliability?

    How will you stimulate consumer belief in your product to give it share of mind?

  • Posted by Shelley Ryan on 6/8/2021 at 3:24 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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