C Taking part in Trade Fair
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Assignments
Name of assignment
Taking part in a Trade Fair.
Situation
A Trade Fair is a place to directly communicate with the audience: business-to-business or consumers. On a traditional fair, you have a booth.
Some examples of Trade Fairs are
ITB Berlin, WTM in London or
Dutch Tourism Expo. You can expect a mixed audience of visitors: both press and sector-related professionals, as well as the 'regular' public. In 2020, all Trade Fairs are cancelled as a result of COVID, but you still want to reach your goals! This year, the Trade Fair will be organized online and digitally.
Goal
The Trade Fair has 3 goals:
- 1. Presenting your new hotel
- At this fair, you present your company to the press, to the general public, to your competitors and anyone else visiting the fair.
- At this fair, you present your company to the press, to the general public, to your competitors and anyone else visiting the fair.
- 2. Adjusting your strategy
- Listen very carefully to reactions from the visitors, and try to get an idea on the plans of your competitors as well. Accordingly, you can slightly adjust your strategy.
- Listen very carefully to reactions from the visitors, and try to get an idea on the plans of your competitors as well. Accordingly, you can slightly adjust your strategy.
- 3. Creativity
- Your performance at the Trade Fair by presenting yourself in a consistent and creative way contributes to the success in the Competition on Creativity.
- Your performance at the Trade Fair by presenting yourself in a consistent and creative way contributes to the success in the Competition on Creativity.
You will be informed later about the details of the Trade Fair and the expected public visiting the Trade Fair.
Task, deliverable
You will use the assigned platform to prepare your 'booth' during the Trade Fair. Be sure that all team members do have a role. People come and go, and visit your digital booth via video-calls; you will get (random) visitors asking you questions about your hotel.
You promote your hotel as you would have done at a live Trade Fair. So think in advance about the next questions:
- What are your exact goals you have in mind with your trade fair presentation?
- How do you stay in contact with the public / those interested afterwards?
- What will, concrete, be the planned follow-up after the Trade Fair, what data do you need, how do you get it?
- How could you measure the result of your booth related to the goals in a concrete way?
Assessed elements
- Is your presentation creative?
- Is it in line with the strategy?
- Is the message clear, and aiming at the right target group?
- Is there a clear pay-off or call-to-action?
- Are all the sources accounted for?
Additional information
- Trade Fair within the Emerald Forest Hotel competition
- Pictures of all Trade Fairs so far: see Flickr photos
- Example pictures of Trade Fair 25NL (which was 'live') :
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