Dutch Photographic Retailers

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Transcript of Dutch Photographic Retailers

Page 1: Dutch Photographic Retailers
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Outline

The Assignment The Goals (& objectives) The event: “Simple Complexity” Execution:

Logistics Marketing Financial

Management Conclusion

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The Assignment

Client: Dutch Photographic Retailers Association

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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

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Goal

To organize a successful event.

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A successful event…

Attendance Professional and positive atmosphere Profitability Leaves an impression Places the client as a top player in the

international photography industry

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The Photo Trade Fair 2006

• Theme: Simple Complexity

• Exhibitions of new and upcoming photographers

• Content: Product presentations, demonstrations, artist exhibitions, and workshops.

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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

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Execution

Logistics

Marketing

Financial

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Logistics

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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.

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Logistics

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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

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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.

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Logistics

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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

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Logistics

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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)

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Logistics

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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

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Logistics

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General issues:

Being available/problem solving

Supervision/safety regulations

Keeping time/operational flow

Flexibility/crisis management

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Marketing

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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

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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

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Financial

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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

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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

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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

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Gantt Chart

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Management

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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

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Conclusion

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Thank you for your attention.