Chapter+2

** Information from Chapter 2 to include in final project ** - What are the conference organizers offering to increase attendance the last day of the event to avoid early departures ~ sofi Awards: The sofi Awards, formerly known as the NASFT Product Awards, is an annual competition held each Spring to honor truly outstanding specialty foods: the best of the best. A panel of distinguished specialty food professionals will select Finalists from among 30 categories. You must be an NASFT member in order to participate in this program.

- Why should someone attend the conference? Recent Fancy Food Shows have attracted up to 24,000 attendees from every major food buying channel, influential members of the trade and consumer press and other related businesses. These attendees come to see thousands of exhibitors from around the world; most are passionate entrepreneurs who created their recipes and started their companies. These trend-setting businesses showcase more than 250,000 innovative products at our annual Shows.

Who are you marketing the event to?  When is the event? June 28-30, 2009
 * Who Should Attend?**
 * = Retailers ||= Foodservice Operations ||= Distributors ||
 * * specialty food retailers
 * supermarkets/grocery chains
 * independent grocery and natural food stores
 * delis and convenience stores
 * gift stores, candy stores
 * mail order and internet retailers
 * mass merchants/warehouse clubs || * <span style="color: rgb(79, 0, 255); background-color: rgb(255, 255, 255);">caterers, bakeries, cafes
 * <span style="color: rgb(79, 0, 255); background-color: rgb(255, 255, 255);">white table cloth and quick-service restaurants
 * <span style="color: rgb(79, 0, 255); background-color: rgb(255, 255, 255);">chains
 * <span style="color: rgb(79, 0, 255); background-color: rgb(255, 255, 255);">institutional foodservice
 * <span style="color: rgb(79, 0, 255); background-color: rgb(255, 255, 255);">hotels, resorts, airlines || * <span style="color: rgb(79, 0, 255); background-color: rgb(255, 255, 255);">Organic
 * <span style="color: rgb(79, 0, 255); background-color: rgb(255, 255, 255);">Specialty
 * <span style="color: rgb(79, 0, 255); background-color: rgb(255, 255, 255);">Full-line
 * <span style="color: rgb(79, 0, 255); background-color: rgb(255, 255, 255);">**Brokers**
 * <span style="color: rgb(79, 0, 255); background-color: rgb(255, 255, 255);">**Importers**
 * <span style="color: rgb(79, 0, 255); background-color: rgb(255, 255, 255);">**Exporters** ||

Where is the event? Jacob K. Javits Center, New York

What is the purpose of the event? <span style="color: rgb(0, 0, 0);">The National Association for the Specialty Food Trade’s Fancy Food Shows® are the premier marketplace for specialty foods…where retailers, restaurateurs, distributors and others discover innovative, new food and beverage products.
 * <span style="color: rgb(0, 0, 0);">North America's Premier Marketplace for Specialty Foods **

o What promotional and advertising material can you find about your event? Consider doing an Internet search to see if the results show that there are articles from newspapers or magazines written about it, or if there is an ad on another organizations’ Website. Do they have PDF’s of a brochure available on their Web site to download (if so, you should include it) – or, do they give you an option to receive a hard copy of their brochure in the mail (if so, request one now so you can have it by the time the project is due). o Knowing the results of the above question, what other advertising opportunities should you consider when promoting and advertising your event (ex. direct mail – to who? TV ads – which stations? Etc.)

- Specialty Advertising Items – you must find examples of two giveaways for your event. A cheaper giveaway that you would include for everyone that attends the conference – something that would fit in a bag given out at registration. The second item must be more expensive that you would only give out to board members, committee members, VIPs – (so the quantity would be reduced significantly and you can spend more money on it). For the cheaper of the two items, real samples would be wonderful. You would need to request samples now in order to receive them by the time the project is due. For the more expensive item, a photo is sufficient. If you cannot request a sample (which you should be able to do), a photo is sufficient, but the real product sample would be much better. For these two items, you must provide the quantity that you feel you would need to order and completely price it out according to the specialty advertising company’s requirements – ex. is there a layout fee? Is there a production fee? Are your logo colors standard or do you need to pay extra for the PMS color? How much is delivery. You do not need to factor in tax for this question. <span style="color: rgb(79, 0, 255); background-color: rgb(255, 255, 255);">

<span style="color: rgb(79, 0, 255); background-color: rgb(255, 255, 255);"><span style="color: rgb(79, 0, 255); background-color: rgb(228, 129, 202);"> <span style="color: rgb(79, 0, 255); background-color: rgb(255, 255, 255);">
 * <span style="color: rgb(79, 0, 255); background-color: rgb(255, 255, 255);"><span style="color: rgb(79, 0, 255); background-color: rgb(228, 129, 202);"> ||
 * ==<span style="color: rgb(79, 0, 255); background-color: rgb(255, 255, 255);">Pineapple Stress Reliever Item# 20837 == ||
 * <span style="color: rgb(79, 0, 255); background-color: rgb(255, 255, 255);"><span style="color: rgb(79, 0, 255); background-color: rgb(228, 129, 202);"> ||
 * ==<span style="color: rgb(79, 0, 255); background-color: rgb(255, 255, 255);">Spirit 375ml Champagne Bottle w/ Classic Treats Item# 35178 == ||

- Provide a press kit in a folder (prefer the color of the folder to fit your conference colors – if they have conference colors). Print a logo out and affix it to the front of the folder. Include another copy of your press release (because you had to provide a copy of the release in chapter 1), photo’s of speakers, the venue (whatever you think would get the attention of the media), a photo of your specialty advertising item (you normally would include the real thing), and an invitation, postcard or tickets at no charge inviting them to attend the event. You may also include any other literature that you think may entice or interest the media in coming to the event.