Dutch Photographic Retailers

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Dutch Photographic Retailers

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

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