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How To Make The Exhibition Play A Marketing Role

2008/4/20 15:27:00 35

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How To Make The Exhibition Play A Marketing Role.

There are two totally different viewpoints and practices in the marketing and planning of exhibition. Some enterprises, including some famous large enterprises in China, still can not break away from extensive marketing management. They often rush to battle, lack of pertinence in the marketing work of the exhibition, the organization planning still stays in the imitation stage, lack of in-depth research and innovation on their own brand unique style, unique sales proposition, and so on.

But in most cases, the original plan is out of touch with the actual situation, consumption demand and social trend of the exhibition, so the effect of the exhibition is greatly discounted.

The reasons why exhibition marketing has not played its due role are mainly concentrated on the following aspects: lack of scientific and effective marketing planning.

In the face of numerous exhibitions, it is not possible to choose exhibitions that match timely, moderate and business marketing plans blindly.

Lack of strategic planning, only the exhibition marketing work as a pactional work.

Exhibitors were invited to participate in the exhibition.

What is the final purpose of the exhibition?

What information will be pmitted to the exhibition?

How to attract target audience?

How to win the opponent's pmission?

None of them had considered it thoroughly.

In the process of organizing and planning exhibitions, there is a lack of good communication between the internal decision-making management level and the executive level, between the enterprises and the outsourcing units, resulting in their own deviations in understanding the organization and purpose of the exhibition planning.

For example, the products and brand culture that enterprises want to promote are disconnected from the style of exhibition booth and the way of organizing activities.

At the same time, the budget of the exhibition is overestimated.

The proportion of input and output of the exhibition is inconsistent.

Recently, there is a tendency in the domestic exhibition that the exhibition booth is built and the activities are organized to seek big and luxurious, ignoring the effect of the exhibition itself.

In view of the fact that the exhibition marketing work has done a good job, there are always some commonalities.

The first step is to analyze the advantageous resources (products, information, technology, services) or needs of enterprises according to the company's development plan and marketing objectives, then select the exhibition that is suitable for the right time, and finally consider how resources can win from the perspective of planning.

The organization of the exhibition plan should be flexible, including the consideration of future changes and competition, and the necessary feedback and adjustment mechanism.

The exhibition organization should have a strict process and responsibility division, and have a special person responsible for the project, emphasizing the coordination within the enterprise, and the coordination work between the enterprise and the outsourcing unit.

I often hear complaints from some business owners: the original idea is this way, but the booth and activity plan that the outside company gave me is out of touch with the brand and products, but the change plan is impossible because of the time pressure, which makes the business owner frustrated.

The internal organization of some enterprises is very loose, so that the information collected at the exhibition is not collected, and the promotion is not well done.

Exhibition marketing is a relatively complex project, and must be carefully planned and the way of winning the game, scientific division of labor, rigorous implementation can make exhibition marketing really play a role.

/cn.js