Making Full Use Of Exhibition To Achieve Business Objectives

In modern marketing, the important functions of the exhibition, such as overall publicity, new product marketing, professional information collection, and enterprise public relations, have been increasingly recognized by business management and operators.

Therefore, the exhibition industry in China has been developing vigorously in the interaction between exhibitors and sponsors. The related industry chain of the exhibition industry has also gradually formed and improved. The exhibition shows a major trend of professional segmentation and fine quality.

Participating in the exhibition to enhance the visibility of enterprises, publicity and promotion of new products have become part of the important business strategy of the company.

How to make full use of exhibitions and make exhibitions become the best selling and marketing tools of modern enterprises and achieve long-term business objectives of enterprises is the core issue of many enterprises.

In the practice of our exhibition, the author summed up the matters that the exhibitors should pay attention to in order to improve the effect of exhibitors in the following aspects: during the exhibition period, we should stand and participate in the exhibition besides discussing business with customers.

Because during the exhibition, you will leave the impression that buyers and professional audiences will not be disturbed.

When buyers and professional audiences produce this impression, they will feel that you are not paying enough attention to their potential customers.

Therefore, they will affect their choice of enterprise products and related services.

1. During the exhibition period, exhibitors should not be able to read books or newspapers in limited space.

We should fully grasp the opportunity to arouse the attention of the other side to the enterprise and products, attract buyers and professional audiences to stop, consult the enterprises and products, and answer the relevant questions spirited to enhance their confidence.

If you read a newspaper or magazine, chances will run away from you.

2, during the exhibition period, the phenomenon of casual eating and drinking should be avoided.

Because this vulgar, sloppy and unrelated performance will cause all potential customers to have a very bad impression of exhibitors, and then influence their exhibitors' corporate culture, management level, staff quality and product quality evaluation, resulting in distrust of enterprises and products.

3, attention and discovery of every potential customer (buyers and professional spectators) is an important goal for exhibitors to participate in the exhibition.

We should try our best to avoid neglects the behavior of potential customers, even for a few seconds.

It is obvious that no one likes to be snubbed.

If you are busy with your work, do not copy or greet your customers first.

If you are talking with the exhibitors or people next door, you should stop immediately.

4, during the exhibition period, we should pay attention to the way and time of mobile phone.

Inappropriate phone calls reduce the time to communicate with potential customers every minute.

It directly affects the business objectives of the exhibition.

It is also a success to find only a good potential customer at the exhibition.

Inappropriate phone calls can often cause you to miss your customers.

5, we should pay attention to the appropriate method when sending information on the exhibition.

First of all, the cost of publicity materials is not bad, not to mention the fact that enterprises are unwilling to lose the expensive publicity materials in the crowd.

How can we send valuable information to potential customers? Mail is a better way.

At the exhibition, you can tell potential customers that you don't want him to bring too many publicity materials and increase his travel expenses.

After the exhibition, you will send him the materials he requested.

Exhibitors can do this at one stroke: Exhibitors' professionalism; at the same time, they can use the method of letter to deepen their impression; there are good reasons for making telephone or EMAIL series tracing.

6, on the exhibition, buyers and professional spectators should not judge people by their appearance.

At the exhibition, the only staff who should pay attention to the instrument is the staff of the exhibitors. Customers will try to dress casually according to their wishes, such as jeans, sportswear, slacks, and so on.

Therefore, there is no direct impact on customer wear and the effect of exhibitors.

7, we should create a warm, open and attractive atmosphere on the booth, instead of forming an atmosphere of chatting with two or more exhibitors or other non potential customers, so that every buyer and professional audience close to the booth feel at a loss.

8, we should enthusiastically publicize our enterprises and products, and we should be infectious and enthusiastic when we propagate them.

In the eyes of buyers and professional audiences, you represent your business.

Your words, manners and appearance will have a great impact on visitors' understanding of your business.

9, try to remember the names of potential customers and make good use of them.

People like to shout their names.

Speaking from time to time, it makes him feel important.

Be bold and look directly at the famous brand on the front of the visitors, and read their names.

If you encounter difficult words, you can ask them to deepen mutual understanding and understanding.

With proper use, you can easily establish good relationships with potential customers.

10, before participating in the exhibition, try to understand the competitors in the industry as much as possible.

Collect information about competitors as much as possible. Each exhibitor should assign tasks to each person to find out the situation of one or two participating competitors.

By visiting the competitors' booth, we can see their new products.

Try to collect all the information that will help your career, such as pricing, product comparison, payment terms, delivery method and so on.

Studying competitors is the unique feature of the exhibition. This is not only because professional customers will come to you and provide relevant information, but also because your competitors are displaying in the same space, and a lot of information is just around the corner.

This is an excellent opportunity for on-site research and information collection.

If exhibitors can spend time in every corner of the exhibition, they will behave like the owners of the exhibition.

Bring camera and notepad to collect information as much as possible.

Investigate competitors, look for products, salesmen, exhibits, promotional materials, customer reviews and marketing strategies before the exhibition and their differences in the implementation effect.

After collecting these data, we can assess the gap and the reasons between them through the following questions.

Is the gap between exhibitors and their peers positive or negative?

How big is the gap now?

Causes and time for such a gap?

In the eyes of customers, how does this gap affect your growth?

How to deal with this gap and competitors?

If the exhibitors occupy a dominant position, is it easy for competitors to catch up?

How long will it take to maintain this advantage?

During the exhibition, the media may find news in your booth.

Therefore, we must arrange special person as the contact between the enterprise and the media, so as to ensure that the propaganda caliber of the enterprise is consistent.

If every member of the exhibition can talk with the press, there will be many problems.

Because it is not easy to maintain uniform caliber regardless of the training of employees.

As the organizer of the exhibition, the relevant suggestions provided by the author are aimed at exploring the effect of improving the exhibitors' participation in the exhibition. This is just a little experience of the author. The aim is to attract more attention from the industry and raise the quality of the exhibition.