How To Become A Mature Exhibitor

Through the investigation and research of mechanical and electrical exhibitions held in China by the Ministry of Commerce, the China Convention and Exhibition economic research center (Cicer), the exhibitors are divided into three categories: rational, emotional and mature according to the number of exhibitors, the effect of exhibitors, the satisfaction of exhibitors, the experience of participating in exhibitions, and the strategies and methods of exhibiting exhibitions.

A mature exhibitor is truly a person who appreciates the value of the exhibition. He is a person who has the ability to establish a harmonious cooperative relationship with the exhibition. He knows that the professional commitment of the brand exhibition is trustworthy and protects the selected exhibitions as much as the priceless treasure.

Every mature exhibitor knows that compared with other marketing tools such as advertising, the exhibition can better achieve the marketing objectives of attracting new customers, finding potential customers, saving costs and saving time by exhibiting, so the exhibition is therefore called the most effective marketing tool for enterprises.

International Mechanical and electrical exhibitors will take part in the industry famous exhibitions in the strategic marketing of enterprises. For example, the annual Hannover industrial exhibition C EBIT, the mature exhibitors will formulate a participating plan one year ahead of schedule in the enterprise marketing plan, and according to the rules and regulations of the exhibition and the relevant regulations, the enterprise participating exhibition marketing plan is put forward according to the enterprise sales plan, which belongs to the important content of the overall marketing mix of the enterprise.

However, not all enterprises know how to use this tool with great facility.

Various kinds of electromechanical exhibitions are held every day. What kind of exhibitions are the first choice for the mechanical and electrical industry?

Why should our enterprises take part in these exhibitions?

Every day we will receive numerous invitations to exhibitions. But what exhibitions are worth our participation?

It can be seen from the latest investigation and Research Report of the mechanical and electrical exhibition held in China that the above problems should not be too great for the mature exhibitors, because the mature exhibitors are very clear in judging whether an exhibition should enter the market strategic objective of the Cicer.

Our research shows that mature exhibitors generally have a very accurate positioning for exhibitors: the basic purpose of exhibitors is to sell, and there are many possibilities for exhibitors.

According to a survey conducted by the German Trade Exhibition and Expo committee (AUMA), the objectives of participating in the exhibition can be divided into basic objectives, product objectives, price objectives, publicity objectives and sales targets.

For example, IFO, a famous German research institution, has conducted a special survey of the "enterprise exhibitors' goal" in the world's largest exhibition of mechanical engineering and equipment held by Munich Exhibition Company, Germany, which is one of the world's multinational exhibition groups. The results show that the visibility of enterprises in the world's largest exhibition of mechanical engineering and equipment exhibition is 85%, that is, 70% of them are close to old customers and new customers. Through the exhibition, the market share of products is promoted by 63%, 60% of new products are promoted, the visibility of products is increased by 58%, the information exchange accounts for 50%, and the communication information accounts for 50%. The customer demand is found to be 50%, which affects the customers' decision making 33%. Finally, the sales contract signed by the Munich Exhibition Company only accounts for 29%. "Baum"

It can be seen that for mature exhibitors, they know that although the fundamental purpose of their exhibitors is to increase the product sales rate and obtain orders to expand their market share, they know that the influence of an enterprise as an organization is greater than that of any product. The exhibition, as a neutral bridge connecting customers and markets, is the most influential factor for the professional audience besides the product performance and price, and more importantly, the strength of the enterprise.

The so-called enterprise strength, we can understand that it is a market guarantee ability to supply and sale of products and the ability to provide services, that is, the outstanding reputation of enterprises formed on the basis of the strong strength of enterprises. Its manifestation in the exhibition is to show the corporate image and enhance the visibility of enterprises, which is a basic exhibiting feature for the top 500 enterprises in the world.

Therefore, the standard mode of participation of almost large mature exhibitors can be summarized as follows: focus on displaying the corporate image and promoting innovative products at famous exhibitions.

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