Choose one of the following scenarios to respond to and post a 100 word comment within 7 days.
1. Your client has asked you to come up with some strategies to help his stand at a trade show in Las Vegas stand out from the crowd of 10,000 stands. He sells office supplies! What advice will you give him?
2. The company you work for is launching a new range of haircare products. It's a big budget, well known skincare brand entering the haircare market for the first time. They want to spend 40% of their promotion budget for the launch on a national road show. What do you recommend?
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16 comments:
By Lauren Trotter
I would recommend using a large space at the roadshow for the launch display.
To help attract passers-by, the stand should have the company's name clearly and colourfully displayed, as well as posters presenting the new haircare range.
Music that is popular among the target demographic should be played to help attract consumers and showbags of free samples should be given away. A competition to win haircare products should also be held as part of the launch.
An announcer should be onsite to broadcast the stand and what it has to offer.
Lastly, to help consumers make the connection between the skincare company and the haircare products, some skincare products should be on display with samples available.
By Linda Matthews.
Scenario 1
Well firstly, I would make sure he understood the possible negatives associated with exhibiting at a trade show (e.g. the expense, time away from his business and the possibility that he won’t even be noticed). If he is aware of these factors and still keen to proceed, I would recommend that he invest in some good signage. This is important so that people can find their way to his stall and so that they can’t miss him when they get there. I would also recommend some gimmick items – giveaways, samples, show bags, paper plane making competition for the kids – something interactive so people notice him. This is also so that when the leave, people take a reminder of him.
By Colin Chan
I would choose the second option; this has more opportunity to gain recognition, and media coverage.
Choose the cities to be visited wisely, and send out media releases enmasse to each of those cities.
Organise promotional giveaways, free hair washes, etc, to garner more of an opportunity for the media outlets to pick up the story.
Create large fanfare around the road show, by using the media. Also, have representatives close by to the road show display, giving out free samples, gift bags etc.
The more attractive newsworthy it is to the media, the more interested the public will become, and they will be more likely to attend.
By Katie Wong
I would recommend that my company organise the trade show in popular shopping centres around Australia, because have maximum exposure to people; therefore create awareness of our new haircare products.
I would suggest that my company give free samples of our new range to visitors when they come to our trade show. Because if people don’t know the quality of our new products they won’t spend money on a new product, however it is free they will try it, and perhaps, buy it.
In our trade show I would put our company’s name and which new products we are launching; it will create fanfare, and therefore attract more customers.
I would also place the most popular skincare products of our company in the trade show, when people purchase the product, we can also introduce the new products to them.
Kris
Scenarios 2
Firstly, the company would promote both new haircare and skincare products by having 2 live models in one big display in front of the shopping centre such as, Mayer, in Melbourne and Sydney. The first model will present haircare products and the second one will present skincare products.
Secondary, during 2 models present its products in the display, it will have staffs distribute the samples of haircare and skincare products to people, especially women, who are shopping and working around that areas.
Finally, at its boot in those shopping centres, it will have experts of haircare and skincare to give the recommendations and services to customers. Also it will have some pretties who has good skin to present skincare products and who has beautiful and shiny hair to present haircare products.
I am using option 2-Hair Products.
I would recommend using a very big and attractive display at the roadshow for the launch of the new hair products.
Seen as though they are a leader in other markets and have a good reputation already, I would have the brand name clearly displayed and the stand should be well labelled all over.
They clearly have a large budget but I would make sure they were aware of the negatives of having a space at the trade show. eg expensive, sometimes unsuccessful.
I would recommend samples in a little groovy show bag and staff in bright coloured t-shirts giving advice and selling the product to consumers.
With the left over money, I would suggest prize giveaways and competitions so that consumers can interact with the staff and the new products.
By Alana Scarce
I am using option 2-Hair Products.
I would recommend using a very big and attractive display at the roadshow for the launch of the new hair products.
Seen as though they are a leader in other markets and have a good reputation already, I would have the brand name clearly displayed and the stand should be well labelled all over.
They clearly have a large budget but I would make sure they were aware of the negatives of having a space at the trade show. eg expensive, sometimes unsuccessful.
I would recommend samples in a little groovy show bag and staff in bright coloured t-shirts giving advice and selling the product to consumers.
With the left over money, I would suggest prize giveaways and competitions so that consumers can interact with the staff and the new products.
Bianca Festa
Option #1
A trade show with this many stands calls for something creative and interactive to catch people’s attention – otherwise I’d say don’t bother.
I’m imagining someone covered head to toe in those little post-it sticky notes, ones with the company logo on them. Tell me you wouldn’t look twice at that!
Also set up the stand like a cute little office – filing cabinet, desk, phone, etc. It beats slapping a pile of brochures on a boring old table.
The representatives will also have to be enthusiastic and friendly to get people interested. Giveaways such as pens and sticky note pads with contact details on them will give people reminders to take with them.
So that people are aware of the brand name and logo, he will also need large, clear signage.
By karine Pontoizeau
option 2
Because of its reputation on the cosmetics market, it is important to make the transition and show that the company is also good at haircare products.
To do so I would recommend a large “haircare consultation” stand where hairdressers/stylists would be able to tell the visitors what kind of shampoo they should use, which color and style would be best for them… They would also get their styled and show bags with the relevant products.
This stand would be displayed on the major places of the cities chosen for the tour.
It would be accompanied by posters and music to attract the attention of the people passing by.
By Lauren Zammit
Scenario 2
Creating hype as a ‘travelling hair salon’ that visits towns to spruce up the locals would evoke media attention. This way when the hair bus arrives interest has already been generated. Basing a reality television on the concept would attract attention.
Professional hairdressers could give advice on treatments, samples and run competitions to win makeovers in order to encourage sales.
The cities visited should be chosen wisely, possibly based on the highest points of sale from their skin product range. This way they can target a market that recognizes the brand and trusts the products.
Scenario 1:
My client needs to ensure that he makes the most of his space by making it creative and completely different to the stands that surround him
I would encourage him to take on a specific theme, maybe to turn the stall into an actual office, use televisions with the companies advertisements, have smooth music in the background anything that will attract the consumer to the booth.
I think it’s also essential that my client not simply stand behind the counter waiting for people to approach him. He needs to stand right in the middle of the walkways and say hello to people and hand out brochures, business cards or promotional material
I would suggest to my client that he create funky, fresh, colourful t-shirts to create an energetic vibe, rather than the maybe boring attitude many people may have towards regular office supplies.
by Sharene Macdonald
Option 2
The benefit of having a big budget offers a huge advantage for the successful launch of a new product range and the freedom to offer generous and unique methods of promotoing it.
In this scenario, there is an added advantage of the haircare range being a by-product of a well known skincare brand. Consumers, mainly women who are the target audience, will likely be very familiar with the brand and its reputation. Curiosity will be prompted with the visibility and exposure of a roadshow tour. A nation-wide tour would be more successful than a one-off trade show that would see the product being launched alongside its competitors over a much shorter period of time and to a much smaller audience.
Large shopping complexes would be the ideal locations, where the stand could be positioned near a major department store where public traffic is heaviest.
Techniques such as hairdressers offering advice and on-site styling using the products, free samples, showbags that may include a skincare sample too, discounts on purchases and competition draws could be offered.
The stand should be colourful, with clear signage, lights, music and a promotor with a microphone could prove effective.
By Samantha-Jayne Scriven
Hair care products – to enter into this market you need to spend a lot of money on promotion to set-up the placement of your product in the market place. I believe that taking the product to the people is a good thing to do. We would set-up open plan hairdressing salon’s in selected MYER stores nationally to show Australia how fantastic the product is. Pamper packs will be given away daily and all of the customers who watch the show will be given samples of the hair care range. By doing a road show the highest amount of exposure will be achieved.
(Bernard Wong)
Las Vegas is a big place filled with many flashy neon lights. Definitely some ways to get the customers could be the way they are dressed. Look smart, business like and use energy to gain customers to the shop. Another idea is the signs that will be used. They will have to be flashy, big fonts and size as well. Quality lighting and quality fonts has to be used. Being Las Vegas, an incentive to also utilize is hire some attractive girls and guys to bring in customers, or even stretching limits, have a celebrity work for a day and promote the products. Resulting in (possibly) a large amount of money will have to be spent in order to accomplish these ideas. In reality, a lot of work has to be done to be able to compete in Las Vegas.
By Luke Morris
Part 1
I would suggest that someone is employed to stand out the front and verbally push the product to passers by encouraging them to stop and take a closer look. For gimical fun the person could be dressed as a stationary product to attract attention.
The best price deals should be displayed at the front of the stand so that potential customers can clearly see when passing by. The companys logo needs to be displayed very clearly at the front of the stand.
Part 2
I would push to my client to make the trade shows a little different and a little out there compared to the normal every day tradeshows. I would suggest to have the trade shows at shopping centres where the products primary target market will be located.
The tradeshow would need to be very hands on allowing people to test the product they are potentially about to buy. Music would be a great idea to lift the mood of the show and make people feel more comfortable.
Free samples are always a clever way to get people to get involved. Small showbags with a few samples could be given out
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