Home >

Are You Ready To Join The Shoe Exhibition?

2010/7/12 10:26:00 43

??? 日本語 Fran?ais English 中文

participate in

Exhibition

It is one of the most important marketing methods for enterprises, and it is also the first choice for enterprises to open up new markets.

At the same time and at the same place, the most important producers and purchasers in a certain industry can be gathered together. Such opportunities are not found on other occasions.

By attending the exhibition, people can quickly and comprehensively understand the market situation.

Many industrial and commercial enterprises are using the exhibition channel to test and sell new products and new brands to customers at home and abroad. At the same time, through contacts with buyers from all over the world, we can see who is the real customer, the development trend of the industry, and ultimately achieve the purpose of selling products and occupying the market.

A recent survey conducted by the US trade and exhibition bureau shows that more than 2/3 of enterprises in manufacturing, communications and wholesale industries often participate in exhibitions. Although financial and insurance services can only display information and pictures, companies with more than 1/3 still regard the exhibition as the main marketing tool.

To understand the characteristics, if we want to make full use of the exhibition, we must understand the characteristics of the exhibition.

The exhibition is different from other marketing methods. It is the only marketing activity that makes full use of human body's senses. People's cognition of products through exhibitions is the most comprehensive and profound.

At the same time, the exhibition is also a neutral place, which is not owned by any party.

From a psychological point of view, this environment is easy to create a sense of independence, so as to negotiate in a positive and equal manner.

This highly competitive and fully free atmosphere is what enterprises need most when they open up the market.

At the same time, the exhibition is a very complex system engineering with many constraints.

From the formulation of plans, market research, booth selection, exhibition collection, customs declaration, pportation, customer invitation, exhibition layout, advertising, organization of pactions, and Exhibition return, an interactive and restrictive organic whole is formed. Any mistakes in any link will directly affect the effect of exhibition activities.

If we do not know enough about these characteristics of the exhibition, even if the exhibitors spend a lot of manpower and material resources, they may not be able to achieve the desired results.

Clear goals, speaking of exhibitors' goals, often hear several typical mistakes: "the boss lets them come!" "because we attend the exhibition every year."

"Because our competitors are here too.

This is the largest exhibition in the industry.

"In fact, these are not the targets of exhibitors, most of which are the reasons for exhibition, and none of them is the root cause.

Enterprises usually have the following objectives: establishing and maintaining company image; developing market and finding new customers; introducing new products or services; identifying agents, wholesalers or joint venture partners; sales effectiveness; researching local markets, developing new products and so on.

According to the marketing theory, the Exhibition Association of Germany will classify the exhibition objectives into five categories: basic objectives, product goals, price objectives, publicity objectives and sales targets.

The enterprise may have several purposes at the same time, but before entering the exhibition, it is necessary to identify the main objectives so as to formulate specific plans accordingly and distinguish the key points of work.

Generally speaking, when choosing an exhibition, enterprises should consider the following factors in combination with the purpose of exhibition:

1. the nature of the exhibition.

Each exhibition has different properties. From the purpose of exhibition, it can be divided into image exhibition and commercial exhibition; from the industry setting, it can be divided into industry exhibition and comprehensive exhibition; according to the audience composition, it can be divided into public exhibition and professional exhibition; according to the trade mode, it can be divided into retail exhibition and order exhibition; with exhibitors divided, there are comprehensive exhibition, trade exhibition and consumption exhibition.

All these are different.

In developed countries, the exhibition boundaries of different properties are distinct.

However, in developing countries, due to the constraints of the economic environment and the level of exhibition industry, it is often difficult to have an accurate division.

Exhibitors should choose carefully according to their own needs.

2. popularity.

With the development of modern exhibition industry, every industry's exhibition has formed its own "leading elder", which is a must for buyers, such as Chicago tools exhibition, Milan fashion show, Hannover Industrial Expo, Guangzhou national export commodities fair and so on.

Generally speaking, the higher the visibility of an exhibition, the more exhibitors and buyers will attract, the greater the possibility of paction.

If a new exhibition is to be attended, it depends on who the sponsor is and how appealing it is in the industry.

Famous exhibitions tend to charge more, so as to save money, they can share the booths with people. Even so, the effect will be better than those attending the unknown exhibitions.

3. content of the exhibition.

One of the major characteristics of modern exhibition industry is that it is becoming more specialized. The exhibition with the same theme can be subdivided into many minor professional exhibitions.

For example, it is also an exhibition about beer. Its specific contents may be malt and hops. It may be a brewing process, it may be a production facility, maybe a material technology, or a brand war.

The exhibitors must first understand clearly so as not to "go astray".

{page_break}

4. time.

whatever

product

They all have their own lifecycle, that is, five stages: newborn, development, maturity, saturation and decline.

There is a certain regularity between the efficiency of exhibition and the product cycle. For ordinary products, the exhibition will be twice as effective at the freshmen and the development stage; in the mature and saturated stage, the effect of exhibition may be half done; at the stage of recession, the exhibition will often be wasted.

5. location.

The final purpose of the exhibition is to promote products to the region. Therefore, it is necessary to study whether the host of the exhibition and the surrounding areas are their own target market, whether there is potential buying power, and if necessary, do some market research first.

There used to be a manufacturer of slippers who assumed that Africa would be hot and Africans would buy their products.

When we got there, we found that the weather in Africa was hot, but people in some areas did not wear shoes at all.

Once you have decided to attend an exhibition, you must immediately prepare for it.

The exhibition is a systematic project. There are many problems to consider.

How can we reasonably use manpower, financial resources and spirit? Some people have investigated the visitors at the exhibition, and found that there are six main factors that affect their memory.

1. exhibits selection.

Exhibiting the most important factor for visitors to be impressed by quality exhibitors.

In the memory factor of visitors, the "attractiveness of exhibits" accounted for 39% of the proportion, which should be given priority consideration.

There are three principles for selecting exhibits, namely, pertinence, representativeness and uniqueness.

Pertinence means that exhibits should conform to the purpose, policy, nature and content of the exhibition; representativeness means that the exhibits should reflect the exhibitors' technical level, production capacity and industry characteristics; uniqueness means that exhibits should have their own uniqueness so as to differentiate them from other similar products.

2. display mode.

Most of the exhibits do not show the whole situation and display all the characteristics. They need to adapt themselves to charts, materials, photographs, models, props, models or commentators, and to illustrate, emphasize and render with the help of decoration, scenery, lighting, audio-visual equipment and other means.

If the exhibits are mechanical or instrument, they should arrange the demonstration on the spot, or even let the visitors do it themselves; if they are food and drink, we should consider the visitors to taste at the scene and prepare the small packages for free distribution; if they are clothing or backpacks, they should use models to show or arrange special performances.

All these are to arouse the interest of visitors and increase their desire to buy.

3. booth design.

The task of exhibition design is to be good-looking, and the basic task is to help exhibitors to achieve the purpose of exhibition.

The exhibition platform can reflect the image of the exhibiting, attract the attention of visitors, and provide the functional environment of work.

Therefore, the booth design should pay attention to the visual impact while paying attention to the following points: the exhibition is not a design competition, and the booth design should be in harmony with the overall trade atmosphere; the booth design is to set off the exhibits, not to win the competition and let the green leaves drown the safflower; the booth design should take into account the public image of the exhibitors, and should not be too unconventional.

4. staffing.

Man is the first element of exhibition work and the key to the success of the exhibition.

The staffing of the exhibition booth can be considered from four aspects: first, according to the nature of the exhibition, the appropriate type or related departments should be selected; second, the number of personnel should be determined according to the size of the workload; third, the basic qualities of the personnel, such as appearance, voice, character, self consciousness and initiative, should be emphasized.

Fourth, strengthen on-site training, such as professional knowledge, product performance, presentation methods and so on.

Exhibitors should join the exhibition.

commodity

It should be flexible to cope with: if it is mass consumer goods, efforts should be made to establish brand image and form affinity among consumers; if new products are made, we must vigorously publicize their differences; if products are ingenious, they should emphasize their technological breakthroughs.

5. customer invitation.

It is of course desirable to have customers at the exhibition, but sometimes there will be room for neglect.

This requires visitors not to wait passively for customers to come, and consciously invite customers to come.

We can invite and attract customers through direct mail, visit, media advertising, on-site publicity and distribution of materials.

In short, we must prepare for the rainy day and put the work ahead.

If an enterprise takes part in an exhibition, it will get twice the result with half the effort if it is screened, chosen and prepared according to the above steps.