Conference Plan Brief: Cross-Cultural Marketing Strategies in Business

This conference plan brief outlines the purpose, style, and desired outcomes of a conference event focused on cross-cultural marketing strategies. It emphasizes the importance of addressing these strategies for business growth, considering various factors such as product marketing, purchasing decisions, and cultural differences. The plan details venue recommendations, a draft conference program, and suggested speakers from leading companies. It also includes a participant profile, budget allocation, timeline, and promotional strategies to ensure a successful event with a target audience from Australia and global representatives. The plan incorporates strategies like free marketing websites, merger opportunities, and sponsored global tours to attract participants and achieve a profit of over 50%.

Running Head: CONFERENCE PLAN BRIEF
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Conference Plan Brief
Name
Institution
Date

CONFERENCE PLAN BRIEF 2
Conference Plan Brief
Conference purpose, style and outcomes
During the meeting with the CEO, there are a number of purposes that were
established in a bid to justify the importance of the conference. The conference event has the
sole purpose of bringing people together in a bid to discuss the issue of cross-cultural
marketing strategies and the importance of this focus in business.
Cross-cultural marketing strategies are a common aspect in many organizations and
are often made up of complex approaches. Regardless of the complexity and a great strategy
for developing and building the company, many organization’s marketing teams ignore the
influence that they have in this.
There are various considerations that are to be made in designing the cross-cultural
marketing strategy. Some of these considerations include the particular service or product
been marketed, the purchasing decision dynamics, the customers' response to the styles that
are set for advertising, and also the cultural differences of the parties that are involved.
As a result of the diversity of the issue to be discussed in the conference event, the
CEO made it clear that it is important to set an open and diverse event whereby all sorts of
businessmen in Australia and globally will be allowed to attend. This is important as it will
ensure that the topic of discussion is addressed in detail and from a broad perspective. The
desired outcome of the event will mainly focus on addressing important cross-cultural
marketing strategies and how to effectively implement them in the business field in a bid to
promote the growth of businesses globally.
Venue
Building on the requirements of the conference event ascertained in the meeting with
the CEO, there are a number of issues and elements that should be met as regards the choice
of the most appropriate venue to hold the meeting. First, the venue should be large enough to
accommodate a huge audience as the CEO detailed that both local and a few global
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CONFERENCE PLAN BRIEF 3
representatives should be allowed to attend the event as the audience. As a result, it is
expected that the attendants will be many if they accept the invitations.
As a result, the venue should be one that contains ample and quality facilities such as
audial speakers, visual aids, clean and accessible sanitation, and enough seating spaces to
accommodate the speakers and the participants. The venue should also have a conducive and
secure environment for the all attendants and their assets such as cars. In addition, the CEO
made it clear that it is important to choose a venue that is pocket friendly as this is the first
time we were organizing a conference event. The recommended venues are SMC
Conference and Function Centre which is located in the central business district of Sydney,
and Eden Gardens in Sydney.
Draft Conference Program
The conference will begin quite early guided by the following program:
Times Activity/Session
8:30 – 9:00 AM Registration, Coffee or Tea &
Networking
9:00 – 10.00 AM
Welcome & Introductions
10:00 - 12.30 PM
Morning Session(s)
12:30 – 1:30 PM
Lunch & Networking
1:30 – 5:30 PM
Afternoon Sessions(s)
5:30
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Closing
Recommended Speakers
Based on research that I have done as regards the topic of discussion and the meeting
discussion that I had with the CEO, there are a number of speakers that i recommend for the
event.
 Speaker 1: Kate Santore of the Coca- Cola Company. She is a marketing director at
Coca-Cola Company and has successfully led the department into accomplishing
marketing strategies that have been profitable to the company.
 Speaker 2: Gary Vaynetchuck the CEO and Founder of VaynerMedia. This happens
to be one of the leading digital media agencies globally hence Gary would give
viable advice on the importance of investing in digital media as a way of marketing.
 Speaker 3: Al-Noor the chief digital officer at Prudential plc. He joined the
organization in 2016.
 Speaker 4: Phyllis Davidson the content strategy and operations research director at
Sirius Decisions Company.
 Speaker 5: Anil Dash the CEO of Fog Creek and is also an entrepreneur activist.
Participant Profile
The anticipated participants of the conference event are from Australia and a few
representatives from global companies located outside Australia. The participants will be
both male and female aged 22 years and above of any race and ethnicity. The education and
business titles of these participants should be business related but their marital status is open.
Budget Allocation and Timeline
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The budget that will fit the organization of this conference event is $450 upon
accounting for all possible expenses. The registration fee for all participants who are
anticipated to be two hundred in total is $30. As a result, the profit that will be achieved
from the conference event will be more than 50%.
Conference Action Plan
Timing Task Done (tick when
accomplished)
2 months prior to the
conference
Book venue
1 month prior Develop a contingency plan
and order promotional
supplies.
The event Ensure everything is setup
Promotion
To ensure that the identified number of participants is achieved as well as the budget
allocation, a number of different promotional strategies will be adopted. The first strategy
will be that every participant will be offered a free marketing website that will be created by
the digital agencies that will be present in the conference. There will be open slots for
mergers whereby entities will have the opportunity to work together. The third strategy will
be one whereby participants will be offered free global tours sponsored by a number of
volunteers.
Registration
All participants will be required to register online whereby the online slot will be
closed a day to the conference date. All other participants will register at the event in the
morning at an extra $5 cost.
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