Contents 1. 2. Backgrounds of 2011 Baby Show .......................................................................... 2 Planning of 2011 Baby Show................................................................................. 2 2.1 Coordination .................................................................................................... 2 2.

2 Contingency Planning ...................................................................................... 2 3. Marketing Strategies of 2011 Baby Show ............................................................. 2 3.1 Event product Experience ................................................................................ 2 3.2 Place ................................................................................................................. 3 3.3People................................................................................................................ 3 3.4 Price ................................................................................................................. 3 3.5 Integrated Marketing Communication ............................................................. 3 4. Logistics of 2011 Baby Show ................................................................................ 3 4.1 Facilities and Equipment Operations ............................................................... 3 4.2Venue design, Decorations and Signage ........................................................... 4 4.3 Ticketing and Admission.................................................................................. 4 4.4 Event Rundown ................................................................................................ 4 5. 6. 7. Legal Issues and Risks of 2011 Baby Show .......................................................... 4 Recommendation ................................................................................................... 5 Conclusions ............................................................................................................ 6

Appendixes .................................................................................................................... 7 Reference ..................................................................................................................... 10

1.

Backgrounds of 2011 Baby Show

In order to let parents know more on how to develop their sons and daughters in the future and let parents buy what they need to their children, so Eugene Group held this exposition of 2011 Baby Show in Spring and Child Growth Education Expo in Hong Kong Convention and Exhibition Centre Hall 3F&G from 25th to 27th February 2011. 2. Planning of 2011 Baby Show

The Eugene Group planed this event about six months before holding the event. The Gantt chart shows the clear picture of the events timeline. (Appendix 1) 2.1 Coordination In fact, coordination can be divided for parts. First, coordinated with venue, HKCEC set up facilities on 24th February, 2011(pervious day) in Halls 3F and 3G and received the supporting services, such as carting, facilities and security services. Second, coordinated with contractors is including Forrest Design and Exhibits Limited, Art Design & Engineering Company Limited and Milton Exhibits (Hong Kong) Limited. Third, coordinated with performers is including SDM jazz & ballet academic, Christy Lam Dance Studio, PolyED international Limited and Orff4kids. Four, coordinated with speakers is including Royal Kids Edification Centre, Little Academy and Money Champ Hong Kong. 2.2 Contingency Planning This event developed a good planning and predicted some potential emergency situations. For No- show of speaker or performer, event planner has two plans, including Back-up plan which is prerecording speech and performance, and Alternative plan which is replaced no- show of speaker or performer by others who is available. As for flu, they would compulsory ready of all participants and suggest participants wearing of masks. Also, deliver masks free of charge and install sterilization dispenser. Moreover, there is the contingency plan for fire. If discover there is fire, immediately activate the alarm system and area will be evacuated of all people. Then, the response team will extinguish the fire. Finally, they would shut down operations within the area if necessary. 3. Marketing Strategies of 2011 Baby Show

In this part, the marketing strategy used is focus strategy, which to focus on servicing a particular segment---parents. Marketing mix will be explained below: 3.1 Event product Experience Event products are the core product or service that presenting to the customers. In this event, the core product and service is to provide a buying channel for parents. The
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organizer is grouping the seller together and providing a convenient and diversify product for parents. Besides, organizer also provides a selling channel for the seller by providing them a selling hub and customer. 3.2 Place There are several parts in place. For venue, it was held in the Hong Kong Convention and Exhibition Centre. For ticket distribution channel, it provided only the on-site ticket selling with credit-card or cash payment. For on-site event process, it provided a queuing system for customer to buy the ticket and entering to the venue. 3.3 People 3.3.1 Customers The internal customer, who means the seller and the normal customer should be invited for the event. 3.3.2 Partnership There are some partners for holding the event like an alliance such as the Parents Magazine, Pregnancy Magazine and OURS etc. 3.3.3 Supporting organization Besides the main organizers, CECES is the supporting organization which aims to cooperate with the main organizer to provide the extra service and support. 3.3.4 Artist Mr. Ho Ying Wong is invited to give a speech and the ceremony of the event during the show on stage. 3.3.5 Sponsorship To cut cost, there were gift for lucky draw and the gift for entering the show provided by the sponsor. For example the Convoy Financial Services Holding Limited, FACE and TUNBOW etc. Sponsors are mainly from the booth participants and they provided the products for gift. 3.4 Price For Organizer, there are fixed cost such as rent and the salary of full time helpers and variable cost such as the salary of part time helper. 3.5 Integrated Marketing Communication The promotion of this event was mainly through the advertisement from the mass media like Internet, MTR station, magazine and Seller. 4. Logistics of 2011 Baby Show

4.1 Facilities and Equipment Operations This event provided completely facilities that including water dispenser, rubbish bin, information consulter and first aid station. Moreover, it offers special facilities including Feeding Area that provides a space for mother to feed infants and Napkin
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Area which is a place provides area for mother to change their babies dirty napkin. 4.2 Venue design, Decorations and Signage The event usually used vivid color to attract children attention, especially compelling color: YELLOW. Visitors may also found many cartoons. In the venue, there were more than 200 booths. There were four types of booths, including corner booths, inside booth, peninsula booth and island booth. (Appendix 2) Each booth had unique design, including Basic shell scheme, Raw space, Deluxe shell scheme and Customer design booth. The event also provided signage that was easy for visitors to find and understand, such as Washroom, Caf etc. 4.3 Ticketing and Admission For customer, the fee was $25 for Adult and $20 for child, but below 1 meter free of charge. If customers bought above 3 thickets, they would be given a set of present, inlcuding coupons and some childern's products. However, customers bought tickets only in Ticketing Counter at the venue. 4.4 Event Rundown This event provided various performance and activities for parent and children, including Baby Crawling Contest, Toddler Classroom, Eugene Groups Opening sale, Kindergarten Talent Team Contest and the 4th Hong Kong High-Quality Children's Talent Contest etc. (Appendix 3) 5. Legal Issues and Risks of 2011 Baby Show

5.1 Legal issues 5.1.1 Contract The legal issues are clarifying who owns the event?. Before holding an event, the event management company (Eugene Group) needed to sign the contract with different parties, including sponsors, client, venue etc. Contract is a kind of commitment of every legal entity and it can protect both parties. When there are some problems, it can clarify the responsibilities. 5.1.2 Safety issues Safety is very important in the event, so the booths are built by qualified constructors, because it needed to consider the personal safety. Eugene Group also needed to ensure the event venue is in compliance with Fire Safety (Commercial Premises) Ordinance. 5.1.3 Anti-smoking law Anti-smoking law for indoor venue effected, so there is some signage for visitors to know they will break the law if they are smoking. 5.1.4 Cancellation of the event Due to different reasons, likes weather, accidents etc. If the event is being cancelled, they need to think about how to compensate to others, including visitors, client etc.
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5.2 Major risks As we all know, holding an event, there are some risks that will occur or need to face. So the Eugene Group also considered the risks may occur during the event. Due to the event opened for public and held in weekend, so there would be a risk many visitors to join. Moreover, the visitors are normally families and the venue is crowded so there are some risks that the visitors faint or need to delivery suddenly. Also, the venue is big, so the kids may get lost during the event. 5.3 Countermeasures for risks Actually, there are many risks may occur during the event, so Eugene Group must prepare some countermeasures for risks .Let take some examples to elaborate. They will use the crowded management to handle huge number of visitors. Therefore they estimated the number of people will attend and arrange suitable number of helper to deal with many visitors queuing up. Furthermore, they will provide the lost kids service and emergency service to deal with emergencies, to make sure they can find their kids or have suitable treatment as soon as possible. Last, not all the risks are predictable so insurance can share the loss of risks. Eugene Group bought the event insurance to protect themselves and all participant of the event. Coverage of event insurance normally includes: events were canceled, interrupted or postponed, non-causes beyond the control and activities cancelled and the net compensation costs have been identified compensation for additional expenditure etc. 6. Recommendation

6.1 Evaluation should be taken from visitors When we arrived at the entrance, we only received a set of gifts and coupons. If there are some questionnaires taken from visitors, it will be better for them to improve their services and standards next time. We know that they will do an evaluation after every event, but only in private. We think that if they could collect information from the public. Then, they could be more successful. 6.2 Should set up more spaces between each booth After our observation, we think that it is too crowded for the hall. As there are too many baby cars may find in the event, so we recommend that they could set up a larger venue next time, then visitors will find it easier for walking and it is more comfortable for both parents and children. 6.3 Provide brochures to visitors When we arrived, only a big floor plan could be found in the coupons. There are no any brochures, so we need to walk for the whole venue in order to get all the information, so we find that it is very inconvenience for the parents and people who
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would like to know more about the place. So we recommend that providing brochures to visitors at the entrance. 6.4 Sub region of the event We find that the booths are not well organized when we visited this place. So we recommend that there should be sub regions. For example, in the past in J01 and H06 booths are also for Banks. We recommend that all these booths will group together but of cause direct competitors should not set up too near to the booths. So the organizers should do more on this part to avoid any conflicts 6.5 Hire some volunteer staff We find that the event organizers didnt hire any volunteer staff. We think that if they could hire volunteer staff, it will save cost and the staff will also ear working experience, so it will be a double win situation. 6.6 Increase revenue from other resources As parents could take the best pictures for their children, we recommend the organizer should hire some professional photographer to take photos at the baby crawling contest in order to increase the revenue. 6.7 Provide discount to guests We think that $25 for the admission fee is too expensive. We recommend that the organizer could provide some group discount to pregnant women group. Moreover, we think that they could discount like a 20% off to guests at low period. 6.8 Baby sitter should be provided As this event is targeting parents, all of the parents have children. When they are shopping, they may not want their children go with them. So we recommend them to hire some baby sitter at the event. Then parents will shop more freely 7. Conclusions

Although, this was a 3 days event only, it had attracted for more than 180,000 people to visit. So we think it was quite successful event. However, there should be some areas for their improving. We hope that they could try our recommendations in order to improve next time.

Appendixes

Appendix 1

Appendix 2 Floor Plan of 2011 Baby Show

Appendix 3 Event Rundown of Performance (From 25th -27th February, 2011)

Reference 1. Books Blowdin, G., Allen, J. & O'toole, W.(2001), Events Management, 3rd ed, Elsevier Butterworth-Heinemann 2. Websites Eugene Group [Online] last accessed at 1st April 2011 at: http://beta.eugenegroup.com.hk/index.php Performers: SDM jazz & ballet academic [Online] last accessed at 29th March 2011 at: http://www.sdm.hk/web/ PloyED International LTD [Online] last accessed at 29th March 2011 at: http://www.polyedhk.com/?referrer=shemom.com Orff4kids [Online] last accessed at 29th March 2011 at: http://www.orff4kids.com/ Speakers: Money Champ Hong Kong [Online] last accessed at 31st March 2011 at: http://moneychamphk.com/ Little Academy [Online] last accessed at 31st March 2011 at: http://www.littleacademy.com.hk/Eng/index.html

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