1. Products We will introduce three new products at this show: The Metal Detector Crutch. Socks-by-the-foot. The ExerShovel.

2. About The Metal Detector/Crutch Customer traits: Injured people. Metal detector users. Kids cooped after getting injured. What they’ll like about the product: Gets you out of the house. Potentially finding trinkets/small objects. Way to exercise while injured.

3. About Socks-by-the-foot. Customer traits: Teens Working moms Campers Traveling workmen. What they’ll like about the product: Easy to transport Easy to use Disposable – don’t have to worry about washing. Sturdy material; Wont wear out quickly.

4. About the ExerShovel Customer traits: People looking to lose weight. Weight loss companies Fitness gyms Fitness companies. What they’ll like about the product: Easy to use. Not a conventional weight loss method. Unique. Hassle free. Takes up a small amount of space.

5. Competitor One: Mediequip Strengths Well known More stores Easier to access. Weaknesses Basic equipment. Unoriginal walking assistance equipment. Less fun in their products.

6. Competitor Two: Target Strengths Well known Easily accessible Respected company. Weaknesses Mass produced products. Unoriginal. Socks aren’t disposable.

7. Competitor Three: Dicks Sporting Goods Strengths: Many variations of exercise equipment.. More widely known. Weaknesses: Mass produced machines. Most equipment is bulky and hard to store. No warranties or refunds.

8. Target Audiences Internal Publics: Booth monitors, Salespeople, TWT employees. Media: The International Toy Magazine, Saint Louis Post Dispatch, Tacky Wacky Toys Monthly Magazine, Products International, NYMag. Booth Visitors/Toy Buyers: Purchasing agents for Toy companies, Toy Supply Companies, Purchasing agents, general booth visitors.

9. Strategic Goal Examples: Increase awareness through use of traditional and social media Submit Radio spots and PSA’s to local radio stations to air. Direct mailing to previous customers. Creating brochures and fliers to distribute.

10. Objective Goal Overall Desired Outcome: 10,000 products sold. Goal: Buyers Everyone who visits booth to purchase a minimum of 2 items. All buyers sign up for email updates. Goal: Media Publish a minimum of 10 news releases in various media outlets before the event. Secure a minimum of 10 radio spots for advertisements and actualities. Goal: Internal All Show personnel meet a 200 item selling quota. All show personnel spend a minimum of 2 hours a day outside of the booth making an effort to bring people to the booth.

11. Key Messages Media: The Toy Fair is the best way to see our new products in action before they are released to the general public, as well as learn more about the inner working of TWT. Booth Visitors: Tacky Wacky Toys is an up and coming toy supply company for every kind of store and need. Internal: The Toy Fair is this years largest event and a key part in expanding TWT’s client base. Current Customers: The Toy Fair is the best way to learn about our new products and see them in action before they hit the shelves of major stores.

12. Story Opportunities International Toy Magazine – Toys through time. Saint Louis Post Dispatch - How selling toys will help your business. Tacky Wacky Toys Monthly Magazine. Products International. New York Magazine.

13. Tactical Planning Internal publics -Objective: Minimum of 100 people to sign up to work at the Toy Fair. -Tactics: Banners for work areas – Coffee and tea stations – convention training sessions -Outcome: Well-staffed booth/more staff for buyers to talk with. Media -Objective: Minimum of 5 major publications cover TWT’s involvement in the Toy Fair. -Tactics: Submit press releases to the publications previously listed – Press Conference– TWT gala specifically for reporters and journalists. -Outcome: More publicity for both TWT in general and solid coverage of the TWT booth at the Toy Fair. Booth visitors/Toy buyers - Objectives: A minimum of 1000 booth visitor per day. -Tactics: Advertizing outside of the Toy Fair venue – billboards – mailed brochures - Theme Event: Playtime throughout time. -Outcome: A larger cliental, more customers attending the Fair specifically for TWT’s booth, and more products sold throughout the fair itself.

14. Audience: Buyers Objectives: A minimum of 1000 booth visitors per day. Desired Outcome: More products sold during the fair. TacticResponsibilityBudget Billboards Chief marketing officer.$5,000 Theme Event: Playtime through time. Operations manager$100,000 Mailed BrochuresChief marketing and distribution officer. $2,500

15. Audience: Media Objectives: Minimum of 5 major publications cover TWT in the Toy Fair. Desired Outcome: More TWT publicity and solid coverage of the TWT booth at the Toy Fair. TacticResponsibilityBudget Submit press releases.Communications manager $1000 submission fees. News conference.Operations manager$2,000 TWT gala specifically for reporters, journalists, and bloggers. Operations manager$54,000.

16. Audience: Internal Minimum of 100 employees sign up to work at the Toy Fair. Well-staffed booth/more staff for buyers to talk with. TacticResponsibilityBudget Banners for work areasMarketing managers$2,000 Coffee and tea stations.Purchasing agents.$6,500 Convention training sessions. Operations managers$2,000 per employee.

17. Timeline: Buyer Who does what when? Work backward from deadline or forward from start date. TacticWeek OneWeek TwoWeek ThreeWeek Four Billboards Design, editing/finding billboard location. Purchasing the billboard/printing. Set up and arrangement at billboard location. Rollout Theme event: Playtime through time. Renting venue/design invitations. Arrange for guest speakers/print and send invitations. Catering and transportation arrangements Venue decorations/ rollout Mailed brochures Design brochures Printing/mailing lists. Packaging/Delivery. Confirmation of deliveries and rollout

18. Timeline: Media Who does what when? Work backward from deadline or forward from start date. Tactic Week OneWeek TwoWeek ThreeWeek Four Press Releases Writing and design of release Printing and mailing/faxing/em ailing release to listed media outlets. Mailing, faxing, or emailing to the listed media outlets. Rollout News conference Press release for event in writing, design, and release/ program design. Train and/or select representatives for the event as TWT spokespeople. Program printing.Prepare venue – AV systems, chairs, microphones/ rollout TWT gala for reporters, journalists, and bloggers. Renting venue/organize catering/designing invitations/programs. Arranging for guest speakers/printing and sending invitations/printin g programs. RSVP lists and catering/ transportation arrangements. Decorating venue/ food, flower, and music arrangements/ rollout

19. Timeline: Internal Who does what when? Work backward from deadline or forward from start date TacticWeek OneWeek TwoWeek ThreeWeek Four Banners Design and editing Printing/fabrication. ArrangingRollout Coffee and tea stations. Announcement and information/desig n of overhang banners and signs. Purchasing coffee makers and tea strainers/printing banners and signs. Setup of individual stations with electric. Purchase perishable items, finalize setup, and rollout. Convention training sessions. Find and hire trainer/post information. Organize dates and times of training sessions. Post signup sheets/send emails. Setup for individual sessions/group sessions and rollout

20. Budget Expense ItemPriceTarget Audience Feature articles$300,000Buyers and media Banners$2,000Internal Coffee and tea stations$1,200Internal Convention training sessions$2,000 per employee/$65,000Internal Billboard$50,000Buyers Theme Event: Playtime through time. $100,000Buyers Mailed brochues$2,500Buyers Press Releases$1,000Media News conference$2,000Media TWT Press Gala$54,000Media Total:$514,700All

21. Evaluation During the toy fair, we will record how many booth visitors there are to our booth, how many new products are sold and how many people sign up for our emailing list. We will measure the success of the rollout by how many products are sold, and how many people visit the booth.