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Gardening Fair Review

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by

Vanessa Penkaty

on 29 September 2014

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Transcript of Gardening Fair Review

Agenda
Current Status
Budget and Cost Plan
Market Research
Marketing Strategy
Targets
Review
Next Steps

Current Status
Cost Plan
Market Research
Marketing Strategy
Targets
Review
Next Steps
Thank you for your attention
Risk Management
Working Package 1 - Risk
Risk identification
Possible losses
Alternative or elimination?
Analyse preliminary result
Working Package 2 - Chances
Identify chances
Choose convenient chances
Implementation
Working Package 3 - SWOT
Strengths
Weaknesses
Opportunities
Threats
Existing Strategy
Improvements
Channels and Range
Attention focus: versatility and diversion
Appeal all tastes reflected in 2000 events
High priority on sustainability -> further use of areas
Design
Image
Informative
material
Giveaways
Tour
operator
Mailing
Internet
Poster
Radio
TV
Working Package 1 - Regional
Survey Worms and Landau
Evaluation
Market Research
Working Package 2 - External Sources
find conventional Statistics
Evaluation and analysing
Working Package 1 - Consumer Profile
Summarize and analyse Information
Create Consumer Profile
Survey Landau & Worms

16-25
&
University Worms
26-45
45 and older
External Sources
Consumer Profile
Working Package 1 - Costs
Cost research
Cost calculation
Working Package 2 - Profit
Profit estimation
Working Package 3 - Budget
Setting a budget
Working Package 1 - Concept
Ad placement & range
Create ads that represent desired image
Working Package 2 - Existing Strategy
Get information of Marketing department
Analysis
Create improvements
Market Research
Usage of Garden
Own Garden
How often do you visit cultural events?
Sometimes 52 %
Never 28%
Every month 17 %
Every week 3%
Most popular Gardening Fairs in Germany
Munich
Mannheim
Stuttgart
Relaxing
Barbeceu
Lunch/Dinner/Coffee Break
Sunbathing
50 and
upwards
Families
Intrested in Nature & sustainabilty
Landauer & visitors - 150 km distance
Budget and Cost Planning
Advertisement & PR
Meeting with the Marketing Department of the LGS
Goal: Overview about the current Marketing Strategy
elderly people
families
young people
tour operators
Target Group
Implement
improvements of
Marketing Strategy
Continuing Monitoring
Try to appeal
more to younger people
Remain in
place until
LGS
channel
higher distance
more social media
advertisement
at universities
Profession
pensioners 40 %
employees 30,1 %
clerks 5,9 %
self- employees 4,3 %
job seekers 4,1 %
housemakers 3,3 %
craftsmen 2,6 %
students 1,9 %
aprentices 0,8 %
pupils 0,7 %
others 0,5 %

Gender
Female 60 %
Male 40 %
Garndening Fair Schwerin
Flowers always make people
better, happier, and more helpful;
they are sunshine, food and medicine
for the soul.


Colors
Advertising costs
Importance of radio advertising
80 % of the population listen to radio every day for about 4 hours
most used medium a day (compared to tv etc.)
fits consumer group
can influence mood through voice or music
regional concentration
many people listen to it at work
Radio advertising
Calculation of costs
Profit
Seasonal Tickets
Day pass
Budget
Number of persons in total:
51.750
Profit out of the tickets:
2.421.350€

Budget Plan
Budget
newspapers
Full transcript