ProductsWe will introduce three new products at this

show: The Metal Detector Crutch.Socks-by-the-foot.The ExerShovel.

About The Metal Detector/CrutchCustomer traits:

Injured people. Metal detector

users. Kids cooped after

getting injured.

What they’ll like about the product: Gets you out of the

house.Potentially finding

trinkets/small objects.

Way to exercise while injured.

About Socks-by-the-foot.Customer traits:

Teens Working momsCampersTraveling workmen.

What they’ll like about the product: Easy to transportEasy to use Disposable – don’t

have to worry about washing.

Sturdy material; Wont wear out quickly.

About the ExerShovelCustomer traits:

People looking to lose weight.

Weight loss companies

Fitness gymsFitness companies.

What they’ll like about the product: Easy to use.Not a conventional

weight loss method. Unique. Hassle free.Takes up a small

amount of space.

Competitor One: MediequipStrengths

Well knownMore storesEasier to access.

WeaknessesBasic equipment. Unoriginal walking

assistance equipment.

Less fun in their products.

Competitor Two: TargetStrengths

Well knownEasily accessible Respected

company.

Weaknesses Mass produced

products. Unoriginal. Socks aren’t

disposable.

Competitor Three: Dicks Sporting GoodsStrengths:

Many variations of exercise equipment..

More widely known.

Weaknesses:Mass produced

machines. Most equipment is

bulky and hard to store.

No warranties or refunds.

Target AudiencesInternal Publics: Booth monitors,

Salespeople, TWT employees.Media: The International Toy Magazine,

Saint Louis Post Dispatch, Tacky Wacky Toys Monthly Magazine, Products International, NYMag.

Booth Visitors/Toy Buyers: Purchasing agents for Toy companies, Toy Supply Companies, Purchasing agents, general booth visitors.

Strategic GoalExamples:

Increase awareness through use of traditional and social media

Submit Radio spots and PSA’s to local radio stations to air.

Direct mailing to previous customers. Creating brochures and fliers to distribute.

Objective GoalOverall Desired Outcome: 10,000 products sold.Goal: Buyers

Everyone who visits booth to purchase a minimum of 2 items.All buyers sign up for email updates.

Goal: MediaPublish a minimum of 10 news releases in various media

outlets before the event. Secure a minimum of 10 radio spots for advertisements and

actualities.Goal: Internal

All Show personnel meet a 200 item selling quota. All show personnel spend a minimum of 2 hours a day outside

of the booth making an effort to bring people to the booth.

Key MessagesMedia: The Toy Fair is the best way to see our new

products in action before they are released to the general public, as well as learn more about the inner working of TWT.

Booth Visitors: Tacky Wacky Toys is an up and coming toy supply company for every kind of store and need.

Internal: The Toy Fair is this years largest event and a key part in expanding TWT’s client base.

Current Customers: The Toy Fair is the best way to learn about our new products and see them in action before they hit the shelves of major stores.

Story OpportunitiesInternational Toy Magazine – Toys through

time.Saint Louis Post Dispatch - How selling toys

will help your business. Tacky Wacky Toys Monthly Magazine.Products International. New York Magazine.

Tactical Planning Internal publics -Objective: Minimum of 100 people to sign up to work at the Toy Fair. -Tactics: Banners for work areas – Coffee and tea stations – convention training

sessions -Outcome: Well-staffed booth/more staff for buyers to talk with. Media -Objective: Minimum of 5 major publications cover TWT’s involvement in the Toy

Fair. -Tactics: Submit press releases to the publications previously listed – Press

Conference– TWT gala specifically for reporters and journalists. -Outcome: More publicity for both TWT in general and solid coverage of the TWT

booth at the Toy Fair. Booth visitors/Toy buyers - Objectives: A minimum of 1000 booth visitor per day. -Tactics: Advertizing outside of the Toy Fair venue – billboards – mailed brochures

- Theme Event: Playtime throughout time. -Outcome: A larger cliental, more customers attending the Fair specifically for

TWT’s booth, and more products sold throughout the fair itself.

Audience: BuyersObjectives: A minimum of 1000 booth visitors per day. Desired Outcome: More products sold during the fair.

Tactic Responsibility Budget

Billboards Chief marketing officer.

$5,000

Theme Event: Playtime through time.

Operations manager $100,000

Mailed Brochures Chief marketing and distribution officer.

$2,500

Audience: MediaObjectives: Minimum of 5 major publications

cover TWT in the Toy Fair.Desired Outcome: More TWT publicity and solid

coverage of the TWT booth at the Toy Fair.Tactic Responsibility Budget

Submit press releases.

Communications manager

$1000 submission fees.

News conference. Operations manager $2,000

TWT gala specifically for reporters, journalists, and bloggers.

Operations manager $54,000.

Audience: InternalMinimum of 100 employees sign up to work at

the Toy Fair.Well-staffed booth/more staff for buyers to talk

with.Tactic Responsibility Budget

Banners for work areas

Marketing managers $2,000

Coffee and tea stations.

Purchasing agents. $6,500

Convention training sessions.

Operations managers $2,000 per employee.

Timeline: BuyerWho does what when? Work backward from deadline or forward from start date.

Tactic Week One Week Two Week Three

Week Four

Billboards Design, editing/finding billboard location.

Purchasing the billboard/printing.

Set up and arrangement at billboard location.

Rollout

Theme event: Playtime through time.

Renting venue/design invitations.

Arrange for guest speakers/print and send invitations.

Catering and transportation arrangements

Venue decorations/ rollout

Mailed brochures

Design brochures

Printing/mailing lists.

Packaging/Delivery.

Confirmation of deliveries and rollout

Timeline: MediaWho does what when? Work backward from deadline or forward from start date.

Tactic Week One Week Two Week Three Week Four

Press Releases

Writing and design of release

Printing and mailing/faxing/emailing release to listed media outlets.

Mailing, faxing, or emailing to the listed media outlets.

Rollout

News conference

Press release for event in writing, design, and release/ program design.

Train and/or select representatives for the event as TWT spokespeople.

Program printing.

Prepare venue – AV systems, chairs, microphones/ rollout

TWT gala for reporters, journalists, and bloggers.

Renting venue/organize catering/designing invitations/programs.

Arranging for guest speakers/printing and sending invitations/printing programs.

RSVP lists and catering/transportation arrangements.

Decorating venue/ food, flower, and music arrangements/ rollout

Timeline: InternalWho does what when? Work backward from deadline or forward from start date

Tactic Week One Week Two Week Three

Week Four

Banners Design and editing

Printing/fabrication.

Arranging Rollout

Coffee and tea stations.

Announcement and information/design of overhang banners and signs.

Purchasing coffee makers and tea strainers/printing banners and signs.

Setup of individual stations with electric.

Purchase perishable items, finalize setup, and rollout.

Convention training sessions.

Find and hire trainer/post information.

Organize dates and times of training sessions.

Post signup sheets/send emails.

Setup for individual sessions/group sessions and rollout

BudgetExpense Item Price Target AudienceFeature articles $300,000 Buyers and media

Banners $2,000 Internal

Coffee and tea stations $1,200 Internal

Convention training sessions

$2,000 per employee/$65,000

Internal

Billboard $50,000 Buyers

Theme Event: Playtime through time.

$100,000 Buyers

Mailed brochues $2,500 Buyers

Press Releases $1,000 Media

News conference $2,000 Media

TWT Press Gala $54,000 Media

Total: $514,700 All

EvaluationDuring the toy fair, we will record how many

booth visitors there are to our booth, how many new products are sold and how many people sign up for our emailing list.

We will measure the success of the rollout by how many products are sold, and how many people visit the booth.