Question

Topic: Other

Professional Feedback Needed

Posted by vincentchr7 on 250 Points
Hi everyone,
I'm an international business student and i am currently working on the marketing assignment for Penfolds to attend trade show internationally. I have chosen German as the international market for this company. Two marketing actions plans which is before the trade show and during the trade show :

Action plan 1 (before trade show)
1. Planning ( appoint staff and coordinator, decide objective, choose trade show, register as an exhibitor, set timeline and budget)
2. Communication ( Publicize on company website, schedule meeting with coordinator and staff, staff training)
3. Prepare promotional materials ( presentation, brochures, catalogues, wine stock, gifts )
4. Prepare show ( booth design, decoration, staff rehearsal)
5. Logistics ( book transport and hotel, material and equipment shipping, staff meal)


Action plan 2 (during the trade show)
1. to create the brand awareness, a short but interesting presentation with a video display about Penfolds’ products is shown
2. provide wine sampling in a comfortable small lounge with couches
3. make an interactive activity with small gift. The gift is a pen with Penfolds unique brand / theme. The activity is to make visitors post a photo or story on social media and adding a #PenfoldsatProWein to get the gift
4. creating a brochure and catalogue that is easy to read, simple, and attractive for potential customers, businesses, and distributors
I would appreciate it a lot if you give me feedback on my marketing strategy
Thank you!
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RESPONSES

  • Posted by mgoodman on Moderator
    You should probably start by stating the objective and identifying all elements of the introductory program, not just the trade show. Also, who is your primary target audience at the trade show? Rationale for selecting Germany?

    What does success look like for the trade show? How will you know if you've been successful?
  • Posted by Jay Hamilton-Roth on Member
    Imagine your trade show booth is in an aisle with your top competitors. They all have marketing materials, swag/gifts, and activities. Why should an attendee stop at YOUR booth? How is your product / offering dramatically different from your competition?

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