1. Trade Fair Selection Promotional Instruments PROMOTION PLAN Expro Engineering The Hague, November 2013 Martin Bitter Exportant Consultants

2. In Promotion you need: A clearly defined “Who buys my products” (target) A well formulated “What do I want to tell my customer” (message) Expro Engineering, The Hague, November 2013

3. The Situation 1. You are an exporter of asparagus. 2. You have decided on your product – market combination. 3. You have identified a number of target customer groups 4. You now face the task of getting the attention of your target customers Expro Engineering, The Hague, November 2013

4. What to promote? The product? The consumption ? A life style ? Expro Engineering, The Hague, November 2013

5. The Targets Your:  customers  trade partners  industry colleagues / association  competitors  suppliers  financers  ……… Expro Engineering, The Hague, November 2013

6. The Goals What are your promotion objectives? Push Sales? Improve Image? Improve Reputation? Create Awareness? Find Partners / Customers? Show Opportunities? Create Interest? Expro Engineering, The Hague, November 2013

7. BQI Foods wants to promote its export. What would you put in the promotion plan of BQI Foods? BQI Foods Ltda Finest quality fresh and preserved asparagus BQI Foods Ltda Finest quality fresh and preserved asparagus Expro Engineering, The Hague, November 2013

8. GROUPWORK - ASSIGNMENT Get together in your group and make a list of the things you would like to put in a promotion plan for the Bolivian Asparagus exporter……… Report back….. 12.00

9. Elements of a promotion plan ObjectivesTarget groups ToolsTimingMessages Expro Engineering, The Hague, November 2013

10. The Plan  Define what goal you want to reach or what reaction you want to cause  Decide to whom you will communicate  Define your message  Define how you will do it  Define what media you will use  Define when you will do it CLIENT Expro Engineering, The Hague, November 2013

11.  attract Attention  raise Interest  create Desire  evoke Action  create Satisfaction Measuring Effectiveness communication: AIDAS AIDA : Opera by G. Verdi Expro Engineering, The Hague, November 2013