Post-Conference Report
MacVille’s Italian Mezzo Range of Espresso Launch

Introduction
The purpose of the conference held on 31st January 2015 at the Hilton Hotel Brisbane was to promote the Italian Mezzo Range of Espresso. MacVille had secured the rights to distribute in Australia and wanted to primarily secure sales leads of the espresso coffee machines as well as increase awareness of MacVille’s association with the specialist espresso coffee market. The conference was also aimed to build relationships between MacVille and its clients. The target market was owners and managers of retail coffee shops in Brisbane. This report serves to show how the conference was went and what future improvements can be made.

What went well?
The marketing and promoting of the event itself was very successful, as all 50 slots for attendees filled 4 months before the event was held. Out of the 50 attendees, 30 expressed interest in purchasing the coffee machines and five actually signed and purchased on the day. Attendees said they had thoroughly enjoyed the event and were glad to be introduced to such an exciting product. The budget was set at $25,000 and the aim was to break even on costs and this was also achieved.

What didn’t go well?
Prior to the conference beginning, there were a couple problems at the venue. The conference was short a table and seven chairs. It was discovered that there was no VGA cable at the lectern. Another issue was that the guest speaker slept in and was 90 minutes late.

What was lacking?
A late delegate arrived and wanted to pay by cash and was not able to due to a lack of a cash till. The reason for a lack of a cash till was because delegates were asked to pay by VISA card or company cheque. Next time a cash till should be available to accommodate these situations.

What wasn’t expected?
A positive spin-off from the event was that