How To Achieve Marketing Objectives In Exhibition

Participating in exhibitions, enhancing the visibility of enterprises, publicizing and promoting new products have become an important part of business strategy.

How to make full use of exhibitions and make exhibition become the best sales and marketing tool for modern enterprises and achieve long-term business objectives of enterprises is the concern of many enterprises.

Basically, it can be divided into three stages: pre exhibition, exhibition and post exhibition.

I. pre exhibition stage

According to the characteristics of their products and the development of enterprises, enterprises should set goals for exhibiting.

When setting up the exhibition targets, the enterprises can consider four aspects:

1. how to maintain or set up the image of an enterprise by participating in the exhibition? How can the new exhibitors say how to establish a relationship with the target customers in a short time and enter the market or be accepted by the same industry through exhibitors? For the old enterprises, how to choose to participate in influential professional exhibitions and establish an interactive channel with the customers.

2. how can we increase our understanding of the market by participating in exhibitions? By participating in exhibitions, we can understand the development, product status and even valuable business intelligence of other enterprises.

How to interact with audiences in developing market needs and potentials?

In fact, gathering information in the process of exhibition is often more intuitive and accurate than traditional market research.

3. how to publicize products and services through exhibitions? The exhibition has become the fifth major communication tool in integrated marketing communications. It can fully display products through exhibition platform, enhance customers' understanding of products and services, and establish product sales and core competitiveness.

4. how to achieve sales and paction through exhibitors? How to make rational use of the exhibition time and space to establish direct dialogue with target customers, so as to reach a purchase agreement or intention, which requires an in-depth understanding of the exhibition environment and the organizers of the exhibition organizers, and formulating marketing strategies and plans.

After determining the targets, enterprises should collect exhibition information and screen them.

For example, there are international exhibitions and domestic exhibitions.

Exhibitors focus on product exhibition or trade exchange.

This requires the exhibitors to have an understanding of the nature, scale and scope of the exhibition, and then make a comparison and make a choice.

The exhibition organization is the core of the success of the exhibition, so we need to have an in-depth understanding of the organization of the exhibition.

In addition, for professional exhibitions, the time and venue to participate in exhibitions are also very important. These factors will directly constitute an important factor affecting the audience's participation, and also related to the timing and strategy of product access to the market.

The budget of the exhibition should be scientifically and reasonably planned in the pre exhibition stage. Generally speaking, the following items should be considered when making budgets: Booth purchase, booth arrangement, promotional gifts, exhibits pportation, audio-visual equipment, electricity expenditure, communication costs, subsidiary materials, personnel, advertising, air tickets and hotel accommodation.

By writing a detailed assessment report, we analyze the ROI and its potential role in marketing.

In order to get the successful exhibition, enterprises will send invitations to new and old customers whenever possible.

To share new products and services with old customers or potential customers by participating in exhibition opportunities.

You can also use the exhibitors' special invitations to provide relevant publicity for exhibitors.

In foreign countries, an important reason for the trade spectators to decide to participate in a trade fair is that they receive invitations from exhibitors.

Therefore, international marketing experts suggest that 25% of the exhibition budget should be spent on invitations to invite target customers.

Recently, many exhibition organizations have launched trade matching services to provide value-added services invited by exhibitors. Exhibitors need to fully communicate with exhibition organizations before the exhibition and reach a basic consensus on trade matching services.

Two. Mid stage

Based on the experience gained in the exhibition practice, the author sums up the matters that the exhibitors should pay attention to in order to improve the effect of exhibitors.

During the exhibition, exhibitors from enterprises should arrange corresponding exhibition tasks and exhibitors' specifications. For example, they should stand on stage and give the impression that buyers and professional audiences will always be willing to provide services.

It is very positive and positive to strengthen the image of exhibitors and enhance the effect of exhibitors.

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

We should take full advantage of opportunities to attract the attention of target customers to enterprises and products, attract buyers and professional audiences to stop, consult enterprises and products, answer energetic questions and raise the confidence of target customers.

If the exhibitors read newspapers or magazines on the booth, chances will be lost from them.

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

The performance of vulgar, sloppy and unrelated will cause all potential customers to have a very bad impression of exhibitors. Afterwards, it will affect the negative impression of the target customers on the corporate culture, management level, staff quality and product quality of the exhibitors, thus leading to suspicion or distrust of enterprises or products.

3, during the exhibition period, we should try our best to avoid neglects the customer's behavior. For example, when the exhibitors are busy, they must first greet the customers or allow the customers to join the business conversation environment.

If the exhibitors are talking with exhibitors or next door booths, customers should also stop talking and receive customers if they visit.

Because the important goal of exhibitors participating in the exhibition is to focus on and discover every potential buyer and professional audience.

4, during the exhibition period, we should pay attention to the way and time to pick up mobile phones.

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 may often lead exhibitors to potential customers.

5, pay attention to the right way to distribute information by participating in the exhibition.

This is not only the expense of publicity materials, but also the loss of high cost publicity materials, which is a waste of resources. Many enterprises do not attach enough importance to this area, resulting in waste.

It is a common method for rational exhibitors to obtain the name card or contact method for potential customers with interest and determine the type and quantity of distribution information.

6, exhibitors should do their best to buyers and professional audiences.

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, the wearing of potential customers has no direct impact on the effect of exhibitors.

7, during the exhibition period, exhibitors will create a warm, open and attractive atmosphere on the booth, which will have a positive impact on the effect of exhibitors. If we do not pay attention to the atmosphere of the exhibition, even more than two exhibitors or other non potential customers will chat together, which will directly affect the attitude of other buyers and spectators to the overall impression of exhibitors.

8, participating in the exhibition period, through specific time and space, enthusiastically publicized exhibitors and products, how to do with buyers or professional audience, propaganda and infectious enthusiasm.

Exhibitors should be educated to improve their participation skills and fully recognize themselves as exhibitors.

Whether they speak or act or look, they will have a positive or negative impact on visitors' knowledge of exhibitors or exhibitors.

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, during the exhibition, the media may come to your booth to find news.

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.

Three. Post exhibition stage

In the post exhibition stage, the exhibitors should evaluate the effect of the exhibition, and the contents of the evaluation can be carried out according to the objectives of the exhibition.

1, whether to use the exhibition as much as possible to understand competitors in the industry or collect information about competitors as much as possible.

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

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

2, whether we should make full use of the exhibition to conduct on-site research and information collection? Studying the competitive environment is the unique feature of the exhibition. This is not only because the professional customers will provide relevant information, but also because the competitors and exhibitors compete on the same stage. A lot of effective information and practices are necessary for the future development of enterprises.

3, has the customer's assessment been fully collected? What is the marketing strategy and its implementation effect before the exhibition? Find out the gaps and reasons between their products, salesmen, exhibits, publicity materials and their peers.

To participate in the exhibition as a study and improvement, we can consider from the following aspects:

1) is the gap between exhibitors and their peers positive or negative?

2) what is the current gap?

3) the reasons and time for such a gap?

4) what is the impact of this gap on enterprise growth in the eyes of customers?

5) how to deal with this gap and competitors?

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

7) how long can exhibitors maintain this advantage?

8) what other factors will affect the competitive advantage of an enterprise besides its competitors?

Many exhibitors often have poor performance and low rate of return in the process of exhibitors. Exhibitors can provide decision support for the next exhibition by evaluating the exhibition.

1. is the cost of exhibitors attending the exhibition too low? The organizers of the exhibition have developed low booth fees including pre promotion, building, information and other services, but the key services have been greatly reduced, thus directly affecting the effect of exhibitors, especially the reasons for the poor organization of spectators.

2. whether this exhibition is massive or omniscient, but "broad" is not "profound".

The exhibitors found that the exhibitors or spectators appeared to be rather jumbled and did not have a clear theme and professional subdivision management.

3. what is the sales performance of this exhibition? Obviously, it is impossible for enterprises to sign an intention or cooperation contract in a short time.

But through the exhibition form of a more direct, closer, and more solid form of enterprise publicity, whether enterprises can fully display their enterprises and products during the exhibition period, and get to know new and old customers, and tap the potential of the market can be assessed.