Chapter+questions+for+project

__Chapter 1 __ 1. Trade Show 2. Coffee Fest, I think this is an acceptable name because the word Fest adds a little more interest than something less unoriginal like “coffee tradeshow”

3. __Entertainment-__ the coffee fest is hosting its annual signature event named Millrock Latte Art Championships. Competitors create a drink with distinct design and utmost attention to detail. After finishing their drink each is judged by 3 judges in front of spectators.

__Excitement-__ There are multiple very large names that are exhibitors for the 2009 Coffee Fest. Some of these include: Ghirardelli Chocolate Co., Espresso Secrets/Chocolate Fantasies, and Java Jacket. All of these will certainly bring a lot of people to see what each of the exhibitors has to offer.

__Enterprise-__ the International Academy of Specialty Coffee (IASC) Business Seminar is a bold and in your face venture that promises to help many retailers be or become successful in their coffee endeavors. To attend the three day seminar you must pay a $950 admission fee for single participants. A 10% Discount for each participant is if more than one student signs up together. Breaks will be given to walk around the Coffee Fest floor.

4. 5 p’s: __Product:__ Coffee has been being drunk for hundreds of years and retailers around the world depend on this drink for millions of dollars in profits. This tradeshow is meant to help coffee retailers in improving their business for an even greater profit.

__Price: __ Although it is relatively expensive to attend, with Early Bird admittance at $30 per person if registered by 5/22/2009 and $40 per person after that, there are hundreds of exhibitors to browse through and multiple classes and workshops that are available to attend. Some are free, like Espresso and Coffee, learn the difference, while others, such as Coffee Cupping workshop for Coffee Retailers, cost anywhere between $30-$345.

__Place- __ the Coffee Fest is located in Las Vegas Nevada at the Las Vegas Convention center. The Las Vegas Hilton is offering discounted rates for attendees of the show. The rates are as follows: Las Vegas Hilton (Friday & Saturday) - $99.00 - Cut Off Date 05/21/2009 and Las Vegas Hilton (Sunday to Thursday)- $59.00 - Cut Off Date 05/21/2009. There are vendors promoted on the coffee fest site by including them in a Online market place where online shoppers or attendees can shop and buy products from each vendor. I was not able to find any costs for parking other than the regular amount for the Las Vegas Convention Center. There were no safety concerns or transportation opportunities discussed either, however I am going to email the director of the Coffee Fest and ask about their transportation plan.

__<span style="font-size: 12pt; line-height: 115%; font-family: 'Arial','sans-serif'; mso-fareast-font-family: 'Times New Roman'; mso-bidi-font-weight: bold;">Public Relations- __<span style="font-size: 12pt; line-height: 115%; font-family: 'Arial','sans-serif'; mso-fareast-font-family: 'Times New Roman'; mso-bidi-font-weight: bold;">I have included a press release but the only one available was for their most recent show which was located in Chicago. There is a general Contact us button which includes David H’s email, the director of the Coffee Fest. Also attached is my press release that we completed previously.

__<span style="font-size: 12pt; line-height: 115%; font-family: 'Arial','sans-serif'; mso-fareast-font-family: 'Times New Roman'; mso-bidi-font-weight: bold;">Positioning- __This tradeshow is different because is geared more toward industry reps and owners of coffee businesses rather than the public. Competition would be other coffee companies and distributors for coffee cafes as well as tea companies. Barista, a leading coffee company seems to be the largest competition but they are large part of the Coffee Fest so it seems that we are positioned among the top within the industry.

5. I have included a updated version of the Quantitative and Qualitative post event Survey.

__<span style="font-size: 110%; font-family: 'Times New Roman', Times, serif;">Chapter 2 __ <span style="font-size: 110%; font-family: 'Times New Roman', Times, serif;"><span style="font-family: 'Comic Sans MS', cursive;">1. I wasn’t able to find any honors or keynote speakers that would build attendance the last day of the tradeshow but according to the timeline for classes and workshops Sunday has the largest amount of free educational classes and hands on workshops. This would intrigue attendees to attend these classes on Sunday rather than ones that would cost them money on Friday or Saturday.

2. 5 W’s: Why: People should attend this tradeshow because it offers educational aspects as well as a fun atmosphere and an entertaining topic. Who doesn’t love a hot latte or mocha!

Who: this is a tradeshow so most of the attendees will be involved within the coffee industry, however because the topic is commonly very well liked a few PR advertisements should be geared toward the public as well.

When: Coffee Fest is June 12-14, 2009

Where: Coffee Fest is going to be held at the Las Vegas Convention Center in Las Vegas, Nevada

What: The purpose of this event is to educate up and coming café owners as well introduce new techniques and technology to people within the industry.

3. I did an internet search for “coffee fest 2009” and came up with multiple articles for online magazines, I wasn’t able to find any advertisements for the Las Vegas Coffee Fest though and the Chicago tradeshow, which was in February still seems to be what most companies are talking about. I’m sure this will change in the upcoming few weeks however.

4. I would offer a lot more direct mailing from the main website of Coffee Fest. They could get emails from some of the coffee enthusiasts’ websites to send the direct mail too. Also billboards strategically placed throughout Las Vegas will attract a lot more of the public than usual. Flyers or some other type of advertisements attracting tourists in a few of the hotels throughout Vegas will draw some tourists looking for something different to do as well.

5. For the cheaper giveaway I will giveaway a coffee mug since this is a coffee trade show. The mug is 1.99 with a complementary 1 color, one location screen printing of a logo on the mug. There are a few charges which include the silkscreen with a One time setup charge of $40.00, for each additional color/location there is a setup charge of $40.00 per color, $40.00 per location. The delivery/shipping cost will be $75.05

The more expensive giveaway I will giveaway a etched 5x7 picture frame for each of our VIPs. The picture frame is 6.99 with a complementary 1 color, one location screen printing. Some of the charges included are a silkscreen One time setup charge of $45.00, for each additional color/location there is a setup charge of $45.00 per color, $45.00 per location. The delivery/ shipping cost will be $154.00

<span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-family: 'Comic Sans MS', cursive;">__ Chapter 3 Questions __ 1.  The coffee fest has registration for exhibitors and attendees. The attendee’s registration can all be done online with a credit card number given on the website. To register to be an exhibitor you must fill out a form and mail it a specific address or you may also register online but I am not able to find the link that allows you to do that. There is no shopping cart and it is not supposed by a different company. To register online, you have to fill in information about your address and company that you are representing, they then offer you all the workshops and you may choose from that list, after selecting the workshops you will attend, it totals the amount due and asks for either a coupon or the card name and number for a credit card. The next step is about travel and finally confirmation of your registration.

2.    <span style="font-family: 'Comic Sans MS', cursive;">[|http://www.coffeefest.com/Event/Attendee/Default.aspx ..... This]  <span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-family: 'Comic Sans MS', cursive;"><span style="font-size: 110%; font-family: 'Times New Roman', Times, serif;"> is an acceptable URL because it states the name of my event as well as what I am searching for so if I was unable to find the website again I might be able to just type in “coffee fest and attendee” and be able to find what I am looking for. I wouldn’t change anything.

3.  Yes, the opening page grabs my attention because it is easy to navigate through and I really like the colors they used. They compliment the fact that this is a coffee/ tea type of show because the colors are a warm brown and dark red color which automatically make me think of coffee and tea. The only thing I would change is that they need a few more side links because some of the information I need isn’t included on the site.

4.  The site does not include any FAQ’s.

5.  Yes coffee fest has multiple coffees that they have either traded with or are helping sponsor the event. Each of these companies has their logo at the bottom of a few of the pages. These companies are also considered to be a part of the coffee fests Hall of Fame because they have exhibited year after year, they include Java Jacket, Davinci Gourmet, Millrock, Ghirardelli, and Fresh Cup magazine.

6.  No, there is not an option to make coffee fest my home page.

7. There seems to be no newsletter or email list to subscribe to however they do ask for your email as your registering so possibly your email is added to a list after you register.

8.  Yes the only thing that seemed to be slow loading was the next step for each of the registration pages. For example I finished the information page and it took a few seconds to move onto the paying page.

9.  They do not offer any free gifts for registration but the early bird registration is 10 dollars cheaper than the normal price of $30. I would suggest giving a coupon for a 30 dollar discount for any workshop during the show before May 15th and then each week after that reduce the coupon by $10. The final week a coupon will no longer be offered but possibly a complimentary mesh bag for souvenirs received at the show.

10.     <span style="font-size: 110%; font-family: 'Times New Roman', Times, serif;"><span style="font-family: 'Comic Sans MS', cursive;">When registering as an exhibitor, the option to advertise is given, other than that however all I am able to find in the form of advertisements is the logo of various companies exhibiting at the show on the bottom of the page.

<span style="font-family: 'Comic Sans MS', cursive;">11. <span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-family: 'Comic Sans MS', cursive;"> No there is not an option to buy space or place a banner ad. However I think there should be!

12.  Coffee fest advertises the upcoming shows as well as their Las Vegas show on their website. They also have an about us link to learn more about the show and employees of the company. The website is pretty dry so not many other advertisements are shown.

13.  A website called ezinearticles.com has an ezines about buying coffee online as well as making the perfect latte. Both of these relate to the coffee fest and I feel this would be a great site to advertise on. Also Feedagg. Com has multiple articles about making coffee and also the different types of coffee available which would be a great place to advertise as well.

14.  I used Google for the 5 key words, the keywords that brought up the coffee fest were: Coffee fest, coffee tradeshow, coffee show, 2009 trade show for coffee, and june 12-14 coffee fest

15.  I would trade with Ghirardelli, Fresh Cup magazine,and Millrock because these are the top two exhibitors and sponsors and fresh cup is a different type of advertising method which might reach a whole new audience. Also each of these is very well known in the coffee industry. 16.  Yes there is an online market place selling specialty coffee, cleaning supplies as well as smoothie mix and tea. If you are a member of the coffee fest organization the prices are drastically reduced which gives people a reason to register for the fest.

17.  No there is no audio available on the site.

18.    <span style="font-family: 'Comic Sans MS', cursive;">To contact the director the coffee fest his email is given which is davidh@coffeefest.com  <span style="font-family: 'Comic Sans MS', cursive;"><span style="font-family: Arial, Helvetica, sans-serif;">Also under the contact us link there are various other employees to contact such as the production manager and accounts receivable and payable employee.

<span style="font-family: 'Comic Sans MS', cursive;">Chapter 4 questions 1. The loss leaders for the coffee fest are included in the classes/ workshops that are either free, which I would consider the loss leaders of the trade show as well as workshops that cost up to $300. Some of the loss leaders are Signature Drinks- Power up your profits, or a workshop called Opening a new café? 2. Coffee Fest offers an online market that sells everything from coffee and tea mixes, food and snacks, and cleaning supplies for businesses. 3. There are a lot of various workshops and classes available to take during the show. Some of these include: Hands on smoothie workshop, **Controlling Coffee Quality through Brewing**<span style="font-family: 'Comic Sans MS', cursive;">**,** and espresso or coffee? Know the difference. Coffee Fest is sponsored by 18 different companies. These include Fresh cup magazine, Ghirardelli, Millrock, and baristaexchange.com <span style="font-family: 'Cambria','serif'; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin; mso-bidi-font-family: Tahoma;"><span style="font-family: 'Comic Sans MS', cursive;">4. The classes and workshops are not directly sponsored but Barista is a very well known coffee retailer within the industry and is hosting multiple workshops which include: Barista basics best of the best, Hands on Barista training workshop <span style="font-family: 'Comic Sans MS', cursive;">5. Coffee fest might want “seed money” before the attendees pay for their classes and workshops because that is where a lot of the revenue for my show is coming from. The registration fee is relatively inexpensive and the booths are also moderately priced so most of coffee fest’s profit is from the workshops and classes. They could use the seed money for the giveaways given at the fest or to pay for the food ahead of time and then get reimbursed after attendees have begun to pay for workshops. <span style="font-family: 'Comic Sans MS', cursive;"><span style="font-family: Arial, Helvetica, sans-serif;">6. There is a definite pattern for the sponsors. Each are well known and active in the coffee/tea industry. There are not a silver, platinum, and gold system however the sponsors that have been long time supporters/exhibitors and continue to support coffee fest have recently been inducted into the Coffee Fest Hall of Fame. The benefits of being inducted into coffee fest include receiving a plaque denoting their consistent attendance and a large packet of coveted drink tickets used at Coffee Fest’s exhibitor reception, the exhibitors will also have their company logos presented below as a link to their home pages and on large banners at each show. 7. There is a definite pattern for each of the sponsors. Most of them are long standing sponsors that have been loyal to coffee fest for many years. They are all very involved in the coffee/tea industry. 8. Starbucks and Caribou Coffee are not sponsors but I think they would be a great addition to the wide variety of sponsors already committed to coffee fest. All of the other sponsors are companies that provide products for other companies but Starbucks and Caribou coffee are directly related to the consumer which would be a great change for coffee fest. 9. Ghirardelli chocolate is a sponsor and to track their ROI they could ask the coffee fest how many attendees visited their website or how many attendees attended the fest and with that number how many attendees saw a banner or ad that Ghirardelli may have set up. 10. There is an exhibitor reception prior to the show where networking can be done and new sponsorships can be arranged. Each exhibitor is welcome and encouraged to come. 11. Using Ghirardelli again I would encourage them to bring samples of their chocolate or possibly even milk shakes because those are very popular and would be a welcome change from the mundane coffee/tea.

<span style="font-size: 110%; font-family: 'Times New Roman', Times, serif;">//Fri & Sat// 12:00pm - 5:00pm, //Sun// 12:00pm - 4:00pm
 * __<span style="font-size: 12pt; line-height: 115%; font-family: 'Times New Roman','serif';">Chapter 5 __**
 * <span style="font-size: 12pt; line-height: 115%; font-family: 'Times New Roman','serif';">1.  The type of stickers shown to the left are Polyester Stickers which are known for their excellent life and adhesion. Our Polyster Stickers are weather resistant and top grade. They cost of each sticker will be .99 cents but there is a minimum of 100 stickers that must be ordered at once. The sticker would have the signature cup of coffee in the middle of the sticker with the same shape as above. It would be the colors of coffee fest which is a light brown and golden color. The back round will be the brown and writing in the golden color saying Coffee Fest 2009 on the top and June 12-14th, 2009 on the bottom like it is shown above.  **
 * <span style="font-size: 12pt; color: black; line-height: 115%; font-family: 'Times New Roman','serif';">http://www.indiamart.com/stickprint/profile.html **
 * <span style="font-size: 12pt; color: black; line-height: 115%; font-family: 'Times New Roman','serif';">2. I made my own brochure for my event. **
 * <span style="font-size: 12pt; color: black; line-height: 115%; font-family: 'Times New Roman','serif';">- Coffee fest started in 1992 in Seattle Washington for their first consumer coffee festival ****<span style="font-size: 12pt; line-height: 115%; font-family: 'Times New Roman','serif';">. After several years of hosting thriving events, Coffee Fest turned its focus toward the specialty coffee, gourmet tea and alternative beverage industry and brought retailers, distributors and manufacturers together for its first retail trade show in 1998. With a mission to help attendees build and refine their specialty coffee businesses, they coupled a relevant educational program with a convivial trade show floor to create a successful show that celebrated its 50th show in February 2008. **
 * <span style="font-size: 12pt; line-height: 115%; font-family: 'Times New Roman','serif';">- there are many sponsors that are very well known within the industry as well as workshops/ classes that are invaluable for a coffee retailer, new or old. The latte art championships also promises a great time. **
 * <span style="font-size: 12pt; line-height: 115%; font-family: 'Times New Roman','serif';"><span style="font-size: 110%; font-family: 'Times New Roman', Times, serif;">- // Exhibition Hours: //

//Educational Training:// Fri - Sat 8:00am - 5:00pm, Sun 8:00pm - 4:00pm ….various workshops/ classes are offered both days for educational purposes as well as pleasure. ** <span style="font-size: 110%; font-family: 'Times New Roman', Times, serif;">**<span style="font-size: 12pt; line-height: 115%; font-family: 'Times New Roman','serif';">- I made the brochure on my wiki so I was a little limited but I tried to keep my fonts consistent and not use too many pictures as well as including the relevant information. ** <span style="font-size: 12pt; line-height: 115%; font-family: 'Times New Roman','serif';">**-** You must call a special number for travel accommodations. The Hilton in las Vegas is accommodating coffee fest attendees. There is a shuttle offered to and from the hotel and convention center. There aren’t any housing forms - There isn’t a speakers bios and I also don’t believe they are having one - There isn’t a testimonial available. However Speciality Coffee Retailers has been inducted into their hall of fame and has attended 39/40 shows. Their testimonial would probably be as follows: Dear Coffee Fest, We have continued to attend each and every one of your shows because of the great experience I continue to see. You not only accommodate us quite remarkably but also make sure that we are completely satisfied at all times. I have also continued to be impressed with the professionalism and class that all of your attendees and staff portray at all times. It is a pleasure to work with such a great association and look forward to the next show. Sincerely, Specialty Coffee Retailers - The ad will be available on my wiki space - For the ad I would use the method of seeing how many hits you acquire from the actual ad. I would use this because retailers and owners of coffee related stores/ distributors will search for Coffee Fest instead of just stumbling upon it and ignoring what is said, so that is why I feel the hit method will be very accurate. <span style="font-size: 12pt; line-height: 115%; font-family: 'Times New Roman','serif';"> - For an advertisement I would place an ad in a magazine called Coffee Talk because they are also one of Coffee Fests sponsors which will work on various levels. <span style="font-size: 12pt; line-height: 115%; font-family: 'Times New Roman','serif';"> <span style="font-size: 12pt; line-height: 115%; font-family: 'Times New Roman','serif'; mso-fareast-font-family: Calibri; mso-fareast-theme-font: minor-latin; mso-fareast-language: EN-US; mso-ansi-language: EN-US; mso-bidi-language: AR-SA;">I also would advertise in Membership Directories since this is a fairly large show there will be a lot of interest to see who is attending, also you can find members and other information in the directories. Also magazines with a different reach will intrigue new attendees and inform them about any upcoming events.
 * <span style="font-size: 12pt; line-height: 115%; font-family: 'Times New Roman','serif';">-Yes if you register early it is 20 dollars but 30 per person if registered after 5/22. Registration is online and since mine is on my wiki I didn’t include it on my brochure. **

__**Chapter 8**__ <span style="font-size: 12pt; line-height: 115%; font-family: Arial, Helvetica, sans-serif;">-<span style="font-family: 'Times New Roman', Times, serif;">Business Association (SBA) is offering a $35,000 loan to any small business interested. There will be representatives available to sign up for the loans on site. Also the coffee fest website offers the ability to change the language into Chinese which is a new and important trend to follow today. <span style="font-family: 'Times New Roman', Times, serif;">-Coffee fest has implanted several new sessions to make up for economic difficulties, these include the 1. Executive summit “Surviving and Thriving in Coffee Today” which kicks off the show on Thursday June 11th also the session about 2. “Ultimate Profitability in hard times for your retail coffee operation” features a well known coffee expert named Chris Legler, whose vast experience and knowledge of finance specifically tailored to the coffee industry, brings an unrivaled expertise to your business, and finally the last event offered is 3. “The aroma challenge” is new to coffee fest and is offered all day for the weekend. Each contestant will be given 30 different samples and after smelling each scent they will attempt to name each flavor. The top 3 Winners with the best nose will be awarded generous prizes from the show’s exhibitors.

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