Three Rivers Optical is a company located in Pittsburgh which supplies lenses to the ophthalmic community. Steve Siebert, CEO and head of marketing faces different challenges on deciding if he should keep trade shows he has been doing as sales have not been proficient enough, and whether he should invest in new trade show to grow TRO’s market share. Steve’s plan is to invest into different states such as California and Michigan in the next five years. As TRO is moving towards the west, it needs to invest in trade shows International Vision Expo West and Midwest Vision Conference & Expo. Trade shows are a very important investment in the eyes of TRO since they generate sales, and more importantly attract new accounts. Trade shows have to be used for brand recognition, and as a channel between the company, and its customers. Marketing trade shows through direct mail, mails, and advertising is very important to reach customers that do not know TRO’s product, and to reach actual customers for new product introductions. To follow up with trade shows, TRO needs to outsource its salespeople, and reduce its budget on SECO, and International Vision Expo east
Today, marketing is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (AMA.) Three Rivers Optical has been trying to grow its business through trade shows. Three Rivers Optical is a family-owned business located in Pittsburgh and was created in 1969. TRO is a lab supplying lenses for opticians, optometrists, and ophthalmologists and has been ranked among the 25 leading manufacturer of optical laboratories in the country. Steve Siebert, CEO and head of marketing, is facing a problem which many companies are facing today which is how to grab more shares in the market a company is in. Based on the geographical distribution of optical good stores, do Steve’s...
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