Tracey Schropp - Exhibitor Magazine
Tracey Schropp - Exhibitor Magazine Tracey Schropp - Exhibitor Magazine
“The Saving Costs During an Economic Downturn challenge”: This next objective in managing the Productronica exhibit production was met in several ways. The first one as mentioned earlier was by cuts made from an initial booth plan of 192 sqm for €125,000 to arrive at a 150 sqm stand with an estimated cost of €84,500. This one-third reduction was achieved mainly by reducing floor space, removing three meeting rooms and replacing with open meeting areas. Another way to save costs involved changes to the booth construction for 2009 from the previous tradeshow in 2007. By removing structures and some costly graphics, and making some changes to materials used in fabrication, the savings were about 33.5% (from €55,526 to €36,926), or over $27K to be allocated amongst the companies. Having a third company to share costs instead of just two like in 2007 provided extraordinary savings, specifically for Nordson ASYMTEK, as shown in the table below: Allocations by % to: 2007 Euros split 2009 Euros split Nordson ASYMTEK 74% 70,056 40% 29,002 Nordson EFD 26% 24,614 26% 18,852 Nordson YESTECH 34% 24,652 Booth Build 55,526 36,926 Stand Raw Space 39,144 35,580 TOTAL 100% 94,670 100% 72,506 In addition to the above, each company was responsible for their own costs of travel, promotions, specific utilities and graphics, and individual freight. As advised in Session 72001/72101: “Global Exhibiting: An Introductory Overview”, I also needed to consider a contingency fund for unforeseen costs such as the increasing currency exchange rate and changes in inflation. According to the detailed expense analysis that I had prepared for Nordson ASYMTEK (*Productronica Detail Reporting of Costs can be found in the Appendix, page 46), some other significant cost savings from the 2007 show included 26% less in travel (sent less people), 61% in hospitality and catering (reduced the cocktail party and skipped the all-day sales training meeting), and 75% saved in international and local freight (by not sending machinery from USA and shipping half the machines as in 2007). In conclusion, Nordson ASYMTEK reduced the cost of exhibiting at Productronica 2009 by 47.5% or $76,942 in total (from $162K to $85K) compared to Productronica 2007. CTSM Portfolio – Tracey Schropp Page 18
MANAGEMENT OF INTEGRATED MARKETING COMMUNICATIONS With Productronica 2009 occurring during an economic downturn, it was to be expected that tradeshow traffic would be much less than in the past, and so a major part of the objectives for the marketing communications described in this section were to continue to project Nordson ASYMTEK’s industry-leading image, and to be cost effective at the same time. Since our company did not set qualitative goals for each promotion specifically, the focus will be on the strategy or purpose of each promotion to support the objectives listed in Section 3 - MEASURABLE OBJECTIVES with a summary outlined in the chart located at the end of this section. PRE-SHOW: As discussed in Session 31504: “Integrated Promotional Programs”, understanding our target audience enabled the identification of which types of promotions would be more effective. We knew the following demographic information about our customers: • That they are engineers, mainly based in Europe • What their product interests were, based on past experience and sales data • The industry trends/hot buttons These factors enabled the use of targeted promotional techniques to send messages. Electronic mailers: Using electronic announcements over direct mail pieces saved cost and increased visibility with the understanding that most engineers would receive their mail electronically. With a show opening on November 10, the objective was to send out three mailers and that each communication would have a different technique and focus to capture various interests: 1. eVite sent on October 14 The first electronic invitation (eVite) concentrated on the technical offerings that would be on demonstration in our booth. Links were included to direct the potential attendee to our website to find out more about specific products or areas of interest. 2. Asymtek Newsletter sent on October 20 The Newsletter sent on October 20 had the added advantage of reaching a larger demographic as it was sent to our entire customer database, not just Europe. It covered more details from Asymtek but highlighted the tradeshow which served as a second reminder to visit our booth at Productronica 2009. 3. eVite sent on November 3 The last eVite sent on November 3 used another approach to focus on the afterhours party event to attract attention and provide another way to invite visitors to our booth and promote our exhibit at the tradeshow. CTSM Portfolio – Tracey Schropp Page 19
- Page 1 and 2: CTSM Candidate Portfolio For Certif
- Page 3 and 4: VITAL STATISTICS - CANDIDATE PROFIL
- Page 5 and 6: Nordson ASYMTEK’s headquarters an
- Page 7 and 8: In order to reflect what I have lea
- Page 9 and 10: SHOW SCHEDULE / MEASURABLE OBJECTIV
- Page 11 and 12: Several concepts followed that offe
- Page 13 and 14: “The Combine Three Sister Compani
- Page 15 and 16: As a result, this was the final lay
- Page 17: YESTech’s section showing the mai
- Page 21 and 22: Newsletter - October 2009 was sent
- Page 23 and 24: Free Registration Promotion with e-
- Page 25 and 26: The second advertisement followed o
- Page 27 and 28: Innovation Guide: A compact guide t
- Page 29 and 30: inconsistencies this would have por
- Page 31 and 32: Customer Appreciation Party: As in
- Page 33 and 34: MANAGEMENT OF RESULTS REPORTING Nor
- Page 35 and 36: Application interests help target f
- Page 37 and 38: According to the “Detail Reportin
- Page 39 and 40: CONCLUSION: Nordson ASYMTEK’s eve
- Page 41 and 42: Worldwide Trade Show Schedule Nords
- Page 43 and 44: Worldwide Trade Show Schedule Nords
- Page 45 and 46: Productronica 2009 allocation plann
- Page 47 and 48: FOR RELEASE: Immediately CONTACT: R
- Page 49 and 50: FOR RELEASE: Immediately CONTACT: R
- Page 51 and 52: FOR RELEASE: Immediately CONTACT: R
- Page 53 and 54: CTSM Portfolio - Tracey Schropp Pag
- Page 55: CTSM Portfolio - Tracey Schropp Pag
MANAGEMENT OF INTEGRATED MARKETING COMMUNICATIONS<br />
With Productronica 2009 occurring during an economic downturn, it was to be expected<br />
that tradeshow traffic would be much less than in the past, and so a major part of the<br />
objectives for the marketing communications described in this section were to continue<br />
to project Nordson ASYMTEK’s industry-leading image, and to be cost effective at the<br />
same time. Since our company did not set qualitative goals for each promotion<br />
specifically, the focus will be on the strategy or purpose of each promotion to support<br />
the objectives listed in Section 3 - MEASURABLE OBJECTIVES with a summary<br />
outlined in the chart located at the end of this section.<br />
PRE-SHOW:<br />
As discussed in Session 31504: “Integrated Promotional Programs”, understanding our<br />
target audience enabled the identification of which types of promotions would be more<br />
effective. We knew the following demographic information about our customers:<br />
• That they are engineers, mainly based in Europe<br />
• What their product interests were, based on past experience and sales data<br />
• The industry trends/hot buttons<br />
These factors enabled the use of targeted promotional techniques to send messages.<br />
Electronic mailers: Using electronic announcements over direct mail pieces saved cost<br />
and increased visibility with the understanding that most engineers would receive their<br />
mail electronically. With a show opening on November 10, the objective was to send out<br />
three mailers and that each communication would have a different technique and focus<br />
to capture various interests:<br />
1. eVite sent on October 14<br />
The first electronic invitation (eVite) concentrated on the technical offerings that<br />
would be on demonstration in our booth. Links were included to direct the potential<br />
attendee to our website to find out more about specific products or areas of interest.<br />
2. Asymtek Newsletter sent on October 20<br />
The Newsletter sent on October 20 had the added advantage of reaching a larger<br />
demographic as it was sent to our entire customer database, not just Europe. It<br />
covered more details from Asymtek but highlighted the tradeshow which served as a<br />
second reminder to visit our booth at Productronica 2009.<br />
3. eVite sent on November 3<br />
The last eVite sent on November 3 used another approach to focus on the afterhours<br />
party event to attract attention and provide another way to invite visitors to<br />
our booth and promote our exhibit at the tradeshow.<br />
CTSM Portfolio – <strong>Tracey</strong> <strong>Schropp</strong> Page 19
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