dutch photographic retailers
Post on 20-Jan-2015
523 Views
Preview:
DESCRIPTION
TRANSCRIPT
Outline
The Assignment The Goals (& objectives) The event: “Simple Complexity” Execution:
Logistics Marketing Financial
Management Conclusion
DASUS
The Assignment
Client: Dutch Photographic Retailers Association
DASUS
Event: Two day photo trade fair Date: 12-13 May 2006 Location: World Forum Convention Centre,
The Hague
Expected exhibitors: 200 Expected visitors: 10.000
Goal
To organize a successful event.
DASUS
A successful event…
Attendance Professional and positive atmosphere Profitability Leaves an impression Places the client as a top player in the
international photography industry
DASUS
The Photo Trade Fair 2006
• Theme: Simple Complexity
• Exhibitions of new and upcoming photographers
• Content: Product presentations, demonstrations, artist exhibitions, and workshops.
DASUS
Workshops David LaChapelle – imaginative photographer whose work often
verges on the surreal.Workshop: How to Survive in the World of Celebrity Portraiture
Stan Malinowski – fashion magazines photographer since the seventies.Workshop: How to Publish a Photography Book
Miles Aldridge – fashion photographer based in AmsterdamWorkshop: Personal Vision & Commercial Success
Michael Zeppetello – high end fashion photographerWorkshop: The Professional Beauty and Fashion Workflow
DASUS
Execution
Logistics
Marketing
Financial
DASUS
Logistics
Logistics Venue
Facilities included:- Use of Statenhal (8.000 m²)- security, restaurant & canteen, basic booth
structures, electricity and internet services, hotel reservations, local team for assistance.
Entrance Kit for potential exhibitors:- Floorplan, booth information, package
information, and other instructions.
DASUS
Logistics
DASUS
Event: Two day photo trade fair Date: 12-13 May 2006 Location: World Forum Convention Centre,
The Hague
Expected exhibitors: 200 Expected visitors: 10.000
Logistics Facilities included:
- Use of Statenhal (8.000 m²)- security, restaurant & canteen, basic booth
structures, electricity and internet services, hotel reservations, local team for assistance.
DASUS
Logistics
DASUS
More than 6 months before the Trade Fair: Final approval from the financial department and the project manager
Contacting the Event Manager of the Venue
Formulating the logistics plan
Logistics
DASUS
6 months before the Trade Fair: Contact key figures/speakers
Send an ‘Entrance Kit’ which includes Floorplan, booth information, package information, and other instructions.
Launch an online information source (website)
Logistics
DASUS
3 months before the Trade Fair: Acceptance and confirmation of all signed exhibitors
Verifying floor plan
Dealing with special requests
An update meeting with the Venue’s Event manager about the updated floor plan and possible requests
Logistics
DASUS
General issues:
Being available/problem solving
Supervision/safety regulations
Keeping time/operational flow
Flexibility/crisis management
Marketing
Sponsorships
Sponsorship opportunities for companies of all sizes, including:
- Complementary pre- and post-show attendee list
- Logo and link on official website (www.dutchphoto.nl)
- Logo on main entrance banner
- Logo on Sponsors Page of show guide
DASUS
Advertising
Target group: professionals and amateurs Direct Mail: use of databases Website Magazine ads/advertorials Ads in newspapers TV and radio coverage Web advertising Posters and billboards
DASUS
Financial
Financial Budget: € 125.000 + € 25.000
General budget € 125.000
General costs € 54.153 -
€ 70.847
Marketing budget € 25.000 +
Budget used for marketing € 95.847
Total expenses = € 149.593
DASUS
Income and ExpensesEXPENSES
General Budget
Venue (40% discount on €26.335) € 15.800
Extra costs venue (sounds for stage, facilities) € 2.750
Workshops' instructors fees & related costs € 4.235
Press room and conference € 1.175
Production costs € 30.193
€ 54.153
Marketing Budget
Website € 3.000
Website banner ads on www.dutchphoto.nl € 2.125
Magazine and newspaper advertisements € 48.871
Direct Mailing € 854
Press kits € 1.705
Web advertising € 9.940
Outdoor advertising € 18.353
Inside Show Guide (for potential visitors) € 2.625
Trade Fair brochure (for potential exhibitors) € 2.083
Entrance Kit (for exhibitors) € 1.009
Event leaflet (for visitors) € 4.875
€ 95.440
TOTAL expenses € 149.593
DASUS
Income and Expenses
EXPECTED INCOME
Entree Fees (booth rental) € 298.755,00
Extra Facilities € 69.550,00
Security included
Labor included
Sponsoring & Promotions € 140.800,00
Tickets € 0,00
Workshops € 12.958,50
TOTAL € 522.063,50
DASUS
Gantt Chart
DASUS
Management
Management
PROJECT PHASE DEADLINE
Obtaining and Confirming Venue 15-16/12/05
Launching Internet Site 26/12/05
Sponsorship Payments 09/1/06
Exhibitor Registration 10/2/06
Workshop Confirmation 21/2/06
Printed Media Campaign Launch 01/3/06
Forwarding Information Packages 10/3/06
Broadcasted Media Campaign Launch 15-16/4/06
PHOTO TRADE FAIR 2006 12-13/5/2006
DASUS
Conclusion
DASUS
Thank you for your attention.
top related