37BE Creativity assignment year 4
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Name of assignment
Taking part in a Trade Fair.
Situation
A Trade Fair is a place to directly communicate with the audience: business-to-business or consumers. On a traditional fair, you have a booth.
Some examples of Trade Fairs are
ITB Berlin, WTM in London or
Dutch Tourism Expo. You can expect a mixed audience of visitors: both press and sector-related professionals, as well as the 'regular' public. Not in 2020 though (Covid). All Trade Fairs are cancelled, but you still would like to reach your goals! This year, the Trade Fair will be organized online and digitally.
Goal
The Trade Fair has 3 goals:
1. Presenting your new hotel
At this fair, you will have to present your company to the press, to the general public, to your competitors and anyone else visiting the fair.
2. Adjusting your strategy
Lister very carefully to reactions, try to get an idea on the plans of your competitors as well. You can slightly adjust your strategy to this.
3. Creativity
Your performance at the Trade Fair by presenting yourself in a consistent and creative way contributes to the success in the Competition on Creativity.
You will be informed later about the details of the Trade Fair where you will be participating, and the expected public on the Trade Fair.
Task, deliverable
You will use the assigned platform to prepare your 'booth' during the Trade Fair.
And be sure that:
- all (!) team members do have a role
- be sure you have kind of 'booth which takes into account, that people come and go, and visit your digital booth via video-calls
- you will get (random) visitors asking your questions:
You promoted your hotel as you would do at a live Trade Fair. So think ahead of the next issues:
- What are your exact goals you had in mind with this presentation?
- How do you stay in contact with the audience afterwards?
- What will, concrete, be the planned follow-up after the Trade fair, what data do you need, how do you get it?
- How could you measure the result of your booth related to the goals in a concrete way?
Assessed elements
- Is your presentation creative?
- Is it in line with the strategy?
- Is the message clear, and aiming at the right target group?
- Is there a clear pay-off or call-to-action?
- Are all the sources accounted for?
Additional information
- Trade Fair within the Emerald Forest Hotel competition
- Pictures of all Trade Fairs so far: see Flickr photos
- Example pictures of Trade Fair 25NL (which was 'live') :
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