BCIT Marketing 1342: Duchesne Steel Consumer Show Marketing Plan

This project presents a comprehensive marketing plan for a consumer show, focusing on Duchesne Steel Company. It begins with an overview of the company and its steel manufacturing process, followed by a detailed marketing and show rationale, emphasizing the importance of research in understanding market trends and customer behavior. The plan includes a SWOT analysis to identify strengths, weaknesses, opportunities, and threats, alongside a customer profile and SMART objectives to guide the marketing efforts. It then outlines pre-show marketing strategies, such as setting clear goals, designing compelling messages, and utilizing various marketing channels, including social media and email campaigns. The project covers essential elements of trade show marketing, ensuring a well-structured approach to promote the brand and achieve the desired business outcomes.

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CONSUMER SHOW MARKETING
By Name
Course
Instructor
Institution
Location
Date

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DUCHESNE STEEL COMPANY
Duchesne
Duchesne is an industrial and manufacturing plant that’s used for manufacture of steel. We are a
company that processes and produces steel from the ore and scrap of the iron. In this steel
making process, impurities like phosphorous, Nitrogen, Silicon, carbon and iron detached from
the obtained iron together with elements of alloying such as Nickel, Magnesium, chromium and
vanadium are added to enhance production of good grade steel. (Demkin)
Research done to choose the correct Marketing and Show Rationale
Conducting and directing research is more essential if the company need to check and understand
the trends and tendencies in a market to enhance competition or rather a competitive edge as the
current markets tend to be in constant shifting and changing (Gossy). The search that ought to be
done to enhance choosing of correct and precise show includes:
Classification and identification of possible new potential customers.
The identification process of new possible potential costumers ought to be comprehended,
understand and know your customers as they are the key and the most vital tools in the project.
It’s important to consider some essential questions when looking for products or services such as
who are the consumers of the product, what are the age gap who consumes the products
(ESOMAR).
Acknowledging and understanding well the existing costumers or clients.

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All firms and business should properly have a good understanding and controlling of the existing
market. This would help in the maintenance of the existing clients as well progress in the
identification of products through selling opportunities to the existing customers. Below are
sample of questions to ask
 Why would my customers choose your products over the other products?
 How does the clients use this products?
 Solutions and solving equations that would be solved by the product
Understanding how your existing customers use your products as well as what challenges your
products solve will help businesses.
Setting and establishing realistic aims and goals for the business.
After having established well the relationship between the company and the customers and the
targeted customers is strongly formed, data and information used in the establishment and
formation to obtain the goals set to influence the continuity of the business growth.
(Management Association, Information Resources)
Effective strategies developments through the acknowledgement and understanding of the
market.
Based on the outcomes collected in the market, making conversant decisions concerning
distribution channels, pricing, and mediums of marketing to facilitate and influence the
opportunities in the familiarizing the new product (Vernon Trafford). These outcomes aids in the

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decision making process of the current operations and activities. It helps in checking the
expansion and reduction of the product, diversification of the current operations.
Trying to solve the challenges and bring out the solution.
When the problem and the challenge is already identified or acknowledged, research on market
aids in the determination the basis of the matter. For instance, through research market is
possible to determine the potential of new competitors who has moved into market and bring
about the brand acknowledgment.
Formulation and preparation of potential business expansion through precise data.
Conduction of market research assists in the classification of possible areas for growth,
development and expansion of the business. This provides the opportunities and chances to
examine and analyses the market in the demand.
Identification of gaps in the business opportunities.
Market research conducted assist in the determination and discovery of the market demand
provision. This as well may help in checking the changes that occurs in the new potential
business suggested through increment in education levels.
The rationale for your choice of show
Conducting research is vital when the company requires in the checking and understanding the
tendencies market demand to help facilitate competitive edge. Market research is an important

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component while one is imitating and launching the product. This ensures trial in the progressing
and advancement of the existing products.
Conducting market research on business which is a new, obtained or acquired new business,
expansion of the project is imperious in the acknowledgement and understanding of the market
which is targeted, sales increase and business growth spearhead that’s why I used the rationale
show in the determination of the market demand through the conduction of research. (Indiana
University)
SWOT analysis
The SWOT analysis is supposed to be vibrant and comprehensive logic of the business’s internal
strengths and weaknesses and the external factors that characterize potential opportunities and
threats to the business. (Sturdivant and Deutscher)
Strengths
This are things that are done well through the show of the research method conduction. Research
method conduction helps or aid in the enhancement of trial of the progressing and advancement
of the new and existing products.
Weaknesses
ASWOT analysis of the market research conducted helps in the monitoring and evaluation of the
chances of weaknesses existing in the company or the organization. The market research analysis
helps in focusing and emphasizing on systems, resources and procedures involved after the

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conduction o the research and analyzing the information precisely. . It helps in checking the
expansion and reduction of the product sales, diversification of the current operations
Opportunities
Opportunities are chances and prospects of enhancing positive impacts on something. The
research market conducted aid in spotting, availing and exploiting opportunities and this could
make e a huge difference to your organization's ability to compete and take the lead in your
market. This helps in the provision the opportunities and chances to examine and analyses the
market in the demand (Singh)
Threats
Threats comprises of whatever that can negatively impact the business from the outside. It's
important to forestall threats and takes actions against them. Exploring the organization is
particularly exposed to external challenges. Conducting of research methods entails and valuates
the possible and the potential threat that may have both huge and minor negative impact on the
company. (Pahl and Richter)
Customer profile
Customer Profile is the process of making a sketch of a customer customary of customers that
comprises of demographic and physical characteristics. It aids in businesses in important and
essential decisions making by tracking and tracing customer information.

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Fig 1: customers profile
SMART objectives
We would like to increase the number of inquiries that come from our marketing
communications efforts by 15% by the end of this trade show.
We need to raise up brand awareness by the end of this show by increasing the number of
recommending influencers from 5 to 12 by the end if this show.
We want to increase our market share from 20 to 30% for Product by the end of this show.
We want to increase the percentage of customers who rate our live chat customer support as
“excellent” from 60% to 80% by providing education lessons to our chat support team by the end
of the show.
We aim to increase our website leads by 30% via Social Media Marketing and Blogging by the
end of the show.
PRE-SHOW MARKETING STRATEGIES
Trade shows is able to bring a lot of benefits to a business company. The benefits include;
 Lead generation
 Recognition of the brand

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 It is a cost-effective advertising
Without trade shows leading the marketing event, you will not achieve the results you want to
achieve. Therefore, it is important to start planning earlier long before the trade show gets near.
The following are some of the pre-show marketing strategies that will help make the trade show
event successful;
i) Find the right way and set achievable goals
The goals to be set should be attainable and clear. This is to ensure the all trade show event and
the marketing attempts go on successfully. Therefore you should know the results that you really
require.
Therefore, the first step in trade show marketing is getting the right way and setting achievable
goals.
Exactly find out why you are displaying this trade show. Displaying a trade show is a big
expense, mainly on big events. Long term planning should be well thought off including the
costs of the booth and space. It is worth asking whether it is to invest on in the long run. Once it
is discovered the reason for having the company represented, clear and specific goals should be
set.
ii) Message design.
A compelled and clear CTA should be created before the booth day-of is set, or else the possible
leads may fall through the cracks. Remember they make like the product but may not know who
to contact, how to buy it, and what else should be done by them.
Before the beginning of marketing, the trade show booth should be designed and messaged.

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iii) Early planning in advance
Before the trade show, get enough time to plan and run marketing strategies.
At least start planning 12 months earlier. If the timeline can’t work for the business, give it at
least six months to prepare before the trade show. Do not wait any longer. This is because you
may end running through techniques of marketing hence lack of enough time to effectively use
them and get the result wanted.
It is equally good to create excess time in the planning schedule to take care of any setbacks that
may be available. However, numerous things may not go as expected, preparing for such
scenario may lead to reduced stress and less cases of decisions rushing in case the expectation
does not happen.
iv) Choose methods of marketing
Choose various methods of marketing campaign in order to create attention for the trade show.
No single marketing campaign is never enough to win any attention for the trade show. Instead,
multiple methods should be chosen and apply them all. Different strategies will enable you to
reach various audiences on diverse podiums. Many marketing campaigns are normally better
than a single marketing strategy, even if that single one is the perfect one. It also allows one to
reach the set target audience many times, hence remaining in memories of many.
V) To build an outreach contacts list
Marketing should be started by creation of outreach contact. The contacts entails current
customers and prospects.

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The above people should be informed that you will be at the event. The trade show should also
be built up. This encourages people to go even if they did not have original arrangement to
purchase.
It will also ensure creation of many more potential clients and customers.
A list of registered attendees can be built. Remind them that you will be available and where
specifically they will find you.
v) Promotion on social media
Various ways can be used to promote the event on social media. Trade show can be posted on
social media accounts. Tell the audience about the event and your attendance. Let them know to
exact place to find you.
Any planned game, incentives or giveaways, let them know on your post. This may create
excitement therefore giving attendees reason to visit the booth.
Creation of short clips can also be done to catch audience attention.
vi) Email campaign launch
This method is cheap, quick and most efficient way of marketing an upcoming trade event. Also,
it offers a way of tracking the number of engagement emails you are receiving.
vii) Connect SEO’s power
Whichever marketing strategy that may be applied, the power SEO should apply. Do thorough
research and get to know what customers are searching on. Ensure the ads and campaigns are all
SEO improved to meet the requirements of what the audience is looking for.

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viii) Use directed methods of marketing
You may work with the managers on the trade show for a discount on registration fee passes.
Then these can be offered to customers as a way of encouraging them to come in large numbers.
ix) Create a landing page
A trade show landing page can be created and ensure the page contains information about the
show.
x) Make a follow up
As part of the marketing campaign, make a follow up with the people especially those who
promised to come, remind them.
xi) Setting up a budget for marketing
Marketing budget should be set before the costs can add up. This should be done as early as
possible.
AT-SHOW MARKETING STRATEGIES
Customers may not buy products which they never heard of. They might equally not buy what
they do not know. Therefore, great promotion strategies is important in business growing. The
following consists of strategies that are involved in at show marketing;
i) Contests
Contests are regularly utilized in marketing strategy. Most of the contexts do not need a
purchase. This is to promote the brand and put your logo and name in front of the public instead
of making money using a hard sell campaign.

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ii) Promotion through social media
Websites on social media like Facebook promotes goods and products in a relaxed atmosphere.
Potential customers are able to view goods and do purchases.
iii) Prefer speaking
It is good that you speak during the event while in a booth. This may drive traffic to the booth
and boost credibility.
iv) Choose the right show
Make sure the right choice is made when choosing the type of shows to attend. Trade shows are
never the same. Time and effort should be sacrificed while choosing the right show which will
serve the target. A well-fitting show easily succeeds than the one that poorly fits.
v) Plan and plan even more
It is unwise to show up on that day of the show. The best booths are the ones which have been
well understood of and well strategic for in advance.
vi) Set goals, then do a review
This assists in achieving more than what was thought ever impossible.it is just making sure you
are checking back and seeing what best you have done
vii) Build anticipation before the event