Mystery Of Small And Medium Sized Enterprises' Exhibition Investment

The exhibition is becoming more and more "chicken ribs" for many small and medium-sized enterprises. It has no courage to abandon and eat tasteless. Every time it seems to spend money to join in the bustle, not many people come to consult, but also how many agreements have been signed.

In fact, it is entirely possible to successfully open up marketing channels, build up many excellent distributors' relations and make them get bigger returns on capital.

Several key points are shared with you as follows:

1、  產品多不如產品精。 

In the era of product scarcity, the exhibition of products will be sold. The major exhibitions in China have indeed made many large enterprises. Many enterprises have fresh memories of this sweet year. Later, most products will sell well. Dealers hope to cooperate with manufacturers with complete varieties, so that they can save a lot of things and give the impression of strong manufacturers.

But today, this practice is obviously ineffective.

Even if the product is more complete, without special products, the guests are not interested.

Many customers are looking for new products to find products that are more competitive in the market.

They do not lack the quantity and variety of products, but lack the market competitiveness of products.

Therefore, SMEs must understand what products to compete with competitors in the exhibition.

We should enlarge the exhibition of more competitive products and pay attention to the resources of the exhibition to the superior products.

In the exhibition, display, publicity and so on, it will give priority to the most outstanding products and turn the enterprise exhibition into a fist product exhibition.

If there is no fist product, do not even go to the exhibition.

It's better to send a salesman to the door to find customers.

2、  參展多不如參展狠。

Every year, there are many small and large food fairs. Many small and medium-sized enterprises rush to visit each other. They always think they can hit some dead mice.

In fact, input and output are very disproportionate.

The reason is that every exhibition is too petty and lacks the necessary input to make no effect.

In fact, due to the number of exhibitors, the total cost is quite a lot.

If the enterprise concentrates resources and aims at the one or two exhibitions that are most worthy of its participation, the input of the resources will be much more effective than the ten or 8 invalid exhibitions.

Therefore, exhibitors are not as good as exhibitors.

In this case, how to choose the exhibition is very important. We have to calculate and evaluate it synthetically.

First of all, is the target area of your investment, whether it is a whole country or a certain area. If you are only a certain area, you can achieve the goal in a regional exhibition. You can consider not to attend the expensive national exhibitions. Secondly, we should consider the appeal and influence of the exhibition. Some exhibitions are very large, but they have no appeal to our target distributors.

We should also consider the cost.

In the final analysis, the exhibition will be clear to you at last.

3、  位置大不如位置巧。 

Booth is always a representative of the strength of an enterprise, but as a small and medium-sized enterprise, and big business is not stronger than the strength of the face, after filling up the fat is not necessarily cost-effective, this money is spent on the exhibition site publicity publicity effect.

But the location is too small to be conspicuous, and the lack of people is also a big trouble, so our position is ingenious.

So we need to see the venues earlier than other manufacturers, negotiate with the organizers, and publicist the public relations.

What is clever location?

1, where the target passenger flow is large; 2, the place where peers choose to spend money; even if it is half a standard location, it may be stronger than 3 other 4 Standard places.

4、  宣傳多不如宣傳特。 

The publicity on the exhibition site has become more and more intense. Manufacturers know that they should be more aggressive at the scene than one.

Small and medium-sized enterprises obviously should not fight hard. What we need to do is special.

It has special content, special form, special combination, special media and props.

This requires targeted creativity.

Creativity is the best way to weaken the opponent's publicity campaign and highlight himself.

For example, when we did the exhibition, we invited the very attractive spokesperson to the scene. Earlier, we launched a suspense publicity campaign on the relevant media.

For example, when the gas arch was already large and larger than one, we opened the aircraft to the exhibition. For example, when we concentrated our efforts on the splicing and exhibition, we spread a unique publicity channel on the ground.

While others are making a lot of enterprise introductions and product introductions, we are making elaborate trial products and small cards with art collection value.

The best part is special combination.

Today, it's hard to break through a propaganda means, so we need to have a good combination of live shows, expert lectures, various forms of publicity, a very special combination effect.

5、  設計豪華不如設計獨特。 

The design of the booth is not simply going to be more expensive than luxury. This is the misunderstanding of many enterprises.

It's personality, culture and characteristics.

It doesn't match the opponent, because I am different from you.

But personality is not blind without direction. The personality and core value of a brand is the direction of individuality in design. As far as possible, this personality can be interpreted to the extreme through space, plane and other visual elements.

At the same time, we should focus on customers' experience of this value, such as simulating the environment of customers' consumption and showing the spirit of the brand to customers. Besides vision, we should also apply various ways such as hearing, smell and touch.

6、  資料全不如資料特。 

The dealers who participated in the exhibition got too much information on the site, so a lot of information became a burden and they were turned around and thrown away.

Therefore, data can not solve many problems. The most important thing is to stimulate the interest of dealers, so that he has to take the initiative to understand in depth, such as entering the company's website, telephone consultation, asking for information and so on.

So we should do some new and interesting materials with the value of collection, and our propaganda is embodied in this kind of information.

For example, mascots, bookmarks, calendar cards, etc.

7、  接待周不如接待特。 

It is very difficult to perfect reception at the exhibition site, which is limited by many conditions.

But we can do it very differently.

For example, let the cartoon image receive you, let the sexy men and women receive you.

8、  跟進勤不如誘惑勤。 

Follow up is very important, but the sales promotion is too strong and easy to follow. Dealers become antipathy and conflict. The cooperation that had been hoped for was lost.

Therefore, we must be clear, with the temptation to continue to lure, let dealers to follow up your highest level.

How to seduce it?

Let's give him a briefing, tell him about the grand occasion of other dealers' cooperation with you, tell him about the results of your model market, tell him how your products and modes are confirmed by others, tell him what preferential policies and policies are available now, and wait for them to be out of date. Tell him that you sincerely provide those free services before cooperation.

Tell him your market prospects and business philosophy.

In this regard, there are not many enterprises in place. If you can do that, you will stand out.

定位為何失效？ 

Positioning has become a mantra for marketers. As we all know, brands must be positioned, and positioning is crucial.

But what many people wonder is that the positioning has failed.

In fact, failure is not positioning but wrong positioning.

定位的常見錯誤之一是定位太寬泛。 

The first is the breadth of the core customers, for example, the car market, the customers have been very fragmented, the new listing brand is only located in bosses or white-collar or wage earners, it is obviously extensive, because the differences in sex, character, age, region, occupation, lifestyle and values are very influential to the purchase of the car. And opponents have already been subdivided in this way. We must describe the core customer group from these angles before we find our core market, which is conducive to our most targeted launch of the core market. Otherwise, our resources utilization efficiency will be greatly reduced, and the competitiveness of the core market will be greatly weakened.

In the same way, clothes, appliances, food and other industries are the same.

There are many examples of success in this area. For example, brain platinum is located in the crowd giving gifts to the elderly. The little silly fairy is located in the mid-range official service. Yuan Bang is located in the 40 year old business man, breaking through the key crowd to give the brand a good market return.

The broad positioning is also manifested in the ambiguity of brand personality.

For example, many of the cooking oils are appealing for health, and each has specific personality commitments, such as dietary fatty acid balance, low cholesterol and so on, and you just vaguely say that your health is obviously difficult to occupy the position of the customer mind.

Many of them are homogenous with their opponents, especially when they encounter strong opponents. You can hardly be identified by customers, and are concealed by their opponents' tall backs.

Like llun Ding in leisure suits and Metersbonwe positioning in the Post-80's personality leisure, so that they have a distinct personality, successfully won the market's Pro gaze.

Two of the common mistakes in positioning are the lack of positioning in the spirit of brand, and the ambiguity of brand values and brand culture.

For some cultural consumption, obvious brands such as clothing, luxury goods, cultural and values are missing.

Today, when consumers are paying more and more attention to spiritual consumption, even popular brands should clearly position their spiritual values, so that customers can better identify and resonate. Brands without spiritual value can not be regarded as brands, but can only be considered as products. Besides being not conducive to calling customers, it is also difficult to generate brand premium and lasting influence.

The three common mistake in positioning is to sell drill bits without knowing how to sell holes behind them.

Just emphasizing the characteristics of the drill is a scratch. We need to know that customers buy holes through the drill bit.

We should further position ourselves in what holes we can give our customers.

Only in this way can customers' motivation to purchase and customers really be touched.

Four of the common mistakes in positioning is that we do not understand the current situation of customers' cognition.

For example, washing liquid, in today's customer cognition, is not the problem of where the laundry detergent is better than the laundry detergent, but why we should give up the problem of washing powder to switch to laundry detergent. The customer's cognitive status is still at such a stage, so we should take a position in view of this cognition.

Another reason for positioning failure is that positioning is not supported and implemented by the system.

Positioning and execution of two skins, each goes its own way.

Positioning must be embodied and implemented through various links in the marketing system such as products, packaging, promotion and service.

Customers feel the brand according to these specific links.

From this level, form determines content.

The general phenomenon is mutual disconnection. Even because of too much creativity, the information given to customers is chaotic, mixed with each other, or even interfere with each other.

Creativity can be unrestrained and informal, but remember that the kite flying high and further away can not leave the thread that we hold. The thread is the soul of kite, kite is creativity, the thread is positioning.

This is the brand management we often talk about.

Only strict and systematic brand management can make positioning become reality, so that resources can be focused on positioning, and truly effectively locate the brand position in the minds of customers.