Page 3 - OCS Workbook - Day 2 Suggested Solutions (May 2018)

SUGGESTED SOLUTIONS

Furthermore, many people who come on the Fashion week will already be aware of Mansako
through existing marketing channels, exposure to the brand at airports and so on.

This makes it a difficult measure to incorporate when appraising the efforts of Gill and her
team.

One approach could be to survey visitors how they heard of Mansako – were they already
aware of the name or did they first hear through the Fashion week or was it through other
specific promotional activities?

• Sales growth
For the project to justify the costs involved the increased brand awareness needs to be
translated into sales growth. While increases in sales through the fashion week may be easier
to correlate with visitor numbers, additional sales through other channels are harder to link to
the week.

• Cost control
Given the fact that some of the benefits are hard to assess in financial terms, it places more
emphasis on cost control when evaluating whether the event is a success. It is important that
the sponsorship deal and attendance can be delivered efficiently within budget.

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