APPAREL AND ACCESSORIES MARKETING SERIES EVENT PARTICIPANT INSTRUCTIONS

Transcription

1 AAM-14 CAREER CLUSTER Marketing CAREER PATHWAY Merchandising INSTRUCTIONAL AREA Marketing APPAREL AND ACCESSORIES MARKETING SERIES EVENT PARTICIPANT INSTRUCTIONS PROCEDURES 1. The event will be presented to you through your reading of these instructions, including the Performance Indicators and Event Situation. You will have up to 10 minutes to review this information to determine how you will handle the role-play situation and demonstrate the performance indicators of this event. During the preparation period, you may make notes to use during the role-play situation. 2. You will have up to 10 minutes to role-play your situation with a judge (you may have more than one judge). 3. You will be evaluated on how well you meet the performance indicators of this event. 4. Turn in all your notes and event materials when you have completed the role-play. PERFORMANCE INDICATORS 1. Demonstrate connections between company actions and results. 2. Explain customer/client/business buying behavior. 3. Discuss actions employees can take to achieve the company s desired results. 4. Describe the use of technology in operations. 5. Identify ways that technology impacts business.

2 EVENT SITUATION You are to assume the role of Associate Manager of Silver Lining, a jewelry and accessory store. Silver Lining features a breath-taking volume and variety of accessories in the all latest trends, at an affordable price. You will be meeting with your store manager to discuss ideas on how to incorporate a Rewards Card into the store s promotions. Retailers use loyalty programs to be able to market specific items and services to specific shoppers, and are basically an agreement customers make with retailers they give retailers information and get special deals in return. By enrolling in the rewards card program, the purchaser is typically entitled to either a discount on the current purchase, or an allotment of points that can be used for future purchases. During your meeting, you will need to present the following: Identify the consumer group you are targeting Identify 2 deals/rewards provided the customer for signing up Set up a plan to promote the Rewards Card You will present your promotional outline to the manager (judge) in a role-play to take place in the manager s (judge s) office. The manager (judge) will begin the role-play by greeting you and asking to hear your ideas. After you have presented and answered the manager s (judge s) questions, the manager (judge) will conclude the role-play by thanking you for your work. 2

3 JUDGE S INSTRUCTIONS DIRECTIONS, PROCEDURES AND JUDGE S ROLE In preparation for this event, you should review the following information with your event manager and other judges: 1. Procedures 2. Performance Indicators 3. Event Situation 4. Judge Role-play Characterization Participants may conduct a slightly different type of meeting and/or discussion with you each time; however, it is important that the information you provide and the questions you ask be uniform for every participant. 5. Judge s Evaluation Instructions 6. Judge s Evaluation Form Please use a critical and consistent eye in rating each participant. JUDGE ROLE-PLAY CHARACTERIZATION You are to assume the role of Manager of Silver Lining, a jewelry and accessory store. Silver Lining features a breath-taking volume and variety of accessories in the all latest trends, at an affordable price. You will be meeting with your associate manager to discuss ideas on how to incorporate a Rewards Card into the store s promotions. Retailers use loyalty programs to be able to market specific items and services to specific shoppers, and are basically an agreement customers make with retailers they give retailers information and get special deals in return. By enrolling in the rewards card program, the purchaser is typically entitled to either a discount on the current purchase, or an allotment of points that can be used for future purchases. You have requested to hear your associate manager s (participant s) ideas on the following: 3

4 During your meeting, you will need to present the following: Identify the consumer group you are targeting Identify 2 deals/rewards provided the customer for signing up Set up a plan to promote the Rewards Card The associate manager (participant) will present his/her ideas for the new rewards card promotional campaign in a role play to take place in your office. You will begin the role-play by greeting the associate manager (participant) and asking to hear his/her ideas. During the course of the role-play you are to ask the following questions of each participant: 1. How do you plan on measuring the effectiveness of the rewards card? Answers will vary but one answer could be to measure sales for first 2 months of reward card program and compare numbers to same time last year without reward card promotion. Once the associate manager (participant) has presented and has answered your questions, you will conclude the role-play by thanking him/her for the work. You are not to make any additional comments after the event is over except to thank the participant.. 4

5 Evaluation Form Information JUDGE S EVALUATION INSTRUCTIONS The participants are to be evaluated on their ability to perform the specific performance indicators stated on the cover sheet of this event and restated on the Judge s Evaluation Form. Although you may see other performance indicators being demonstrated by the participants, those listed in the Performance Indicators section are the critical ones you are measuring for this particular event. Evaluation Form Interpretation The evaluation levels listed below and the evaluation rating procedures should be discussed thoroughly with your event chairperson and the other judges to ensure complete and common understanding for judging consistency. Level of Evaluation Exceeds Expectations Meets Expectations Below Expectations Little/No Value Interpretation Level Participant demonstrated the performance indicator in an extremely professional manner; greatly exceeds business standards; would rank in the top 10% of business personnel performing this performance indicator. Participant demonstrated the performance indicator in an acceptable and effective manner; meets at least minimal business standards; there would be no need for additional formalized training at this time; would rank in the th percentile of business personnel performing this performance indicator. Participant demonstrated the performance indicator with limited effectiveness; performance generally fell below minimal business standards; additional training would be required to improve knowledge, attitude and/or skills; would rank in the th percentile of business personnel performing this performance indicator. Participant demonstrated the performance indicator with little or no effectiveness; a great deal of formal training would be needed immediately; perhaps this person should seek other employment; would rank in the 0-49 th percentile of business personnel performing this performance indicator. 5

6 APPAREL AND ACCESSORIES MARKETING SERIES, 2014 JUDGE S EVALUATION FORM DISTRICT EVENT Participant: I.D. Number: INSTRUCTIONAL AREA: Marketing Did the participant: Little/No Value Below Expectations Meets Expectations Exceeds Expectations Judged Score PERFORMANCE INDICATORS 1. Demonstrate connections between company actions and results Explain customer/client/business buying behavior Discuss actions employees can take to achieve the company s desired results Describe the use of technology in operations Identify ways that technology impacts business Reason effectively, use systems thinking, make judgments and decisions, and solve problems? Overall impression and responses to the judge s questions TOTAL SCORE 6