You are to assume the role of a marketing director for BABY TIME EXPO, a two day trade show featuring products and services for expectant parents. The trade show's general manager has asked you to develop a promotional campaign that will satisfy both new and returning vendors. BABY TIME EXPO is an annual trade show that takes place in a large metropolitan area. The trade show showcases all products and services needed by expectant parents. Everything from cribs, bottles, diaper services, car seats, toys and more are exhibited at BABY TIME EXPO. For the past ten years, the vendors at BABY TIME EXPO have been exclusively local and regional based companies. While featuring local and regional companies boosts the local economy and shows goodwill, it is not necessarily a good draw for attendees. Last year's attendance numbers were at a record low. The general manager of BABY TIME EXPO has decided to allow national baby product/service companies to exhibit at the trade show. The general manager feels this will draw more attention to the trade show and in return, attendance will be higher. Since announcing this change, many of the annual local and regional exhibitors have expressed their concern with allowing much larger national companies. They feel their products and services will be overlooked and cannot compete for the attendees' attention. The general manager of BABY TIME EXPO has asked you to develop the promotional campaign for this year's show. The general manager wants the promotional campaign to help draw higher attendance, yet still communicate loyalty to the local and regional vendors. The general manager would also like your ideas on how to keep local and regional vendors happy throughout the trade show. PERFORMANCE INDICATORS 1. Explain how businesses can use trade- show/exposition participation to communicate with targeted audiences? 2. Describe factors used by marketers to position products/services? 3. Explain the concept of product mix? 4. Explain the types of promotion? 5. Identify the elements of the promotional mix? 6. Coordinate activities in the promotional mix? 7. Explain the nature of a promotional plan?