Marketing

　　 stay The World Expo Is there any opportunity for a company to appear on the stage? Is the weaker, smaller scale business only qualified to be a spectator without having a chance to perform? Marketing Opportunities are everywhere. The key lies in whether we can use our brains to find out.

World Expo Platform bottom

In order to perform, the first thing is to see who the audience is, so that we can have a definite purpose and provide a feast for the audience.

The positioning of the first is an exhibition, which displays the latest and most technological products and ideas. Many commercialized new inventions and new creations in the world have appeared on the front line, such as phonograph, telephone, typewriter and so on. It is not a trade fair. It is not for sale purposes. It is not for commercial purposes.

Originated in 1851, it was not until 1933 that enterprises were allowed to build their own museums to show themselves. Throughout the Expo, the content of its exhibition has a transition from tangible to intangible, that is, the display of visible products, the display of technological strength, and the invisible themes of human social responsibility and harmonious coexistence between man and nature. Therefore, for exhibitors, it is necessary to have a deep sense of participation. Closely linked to the Expo theme, reflects corporate social responsibility and humanistic care, showing the corporate brand image and cultural atmosphere, rather than simply from the perspective of one product and one product. For example, the Vanke exhibition hall of the construction enterprise regards "respect" as the theme, and embodies the beautiful possibility of harmonious co-existence of human, nature and society. Such a theme coincides with this topic and incorporates the functions of the enterprise itself. This is far better than the results of the company's own performance and results show, the impact and impression left behind is also more far-reaching.

As a world-class platform, it can be described as "domestic opportunity and international stage". Therefore, enterprises need to bring out the most characteristic, highest technology or different things, highlight the trend and represent the trend.

From time to time, it lasted for six months and lasted for a relatively long time. This is quite different from the Olympic Games. It needs companies to keep on running and keep in good condition, instead of running sprint and assault.

In terms of content, it is relatively static, mainly based on exhibition, and lacks such suspense and fierce competition as Olympic Games. This also requires enterprises to make a relatively long term planning, in static reflects the movement, in day after day display in the production of some suspense and freshness, to maximize the attention of the eyeball. If a company has launched a huge competition by the world cup, it has attracted many participants. But the award was announced. No one came to the first prize! The enterprise did not simply deal with the first prize. Instead, he went down the slope and came up with an opinion solicitation to consult the public about the way to deal with the award. As a result, the social publicity of enterprises has reached second peaks. Therefore, it is the key to give full play to the marketing effectiveness of the Expo.

Looking for marketing entry point

There are so few enterprises that can build an independent Museum on its own. It requires enterprises to have both scale, strength and influence. However, there are still many opportunities for exhibitors for enterprises with relatively small scale strength. For example, exhibiting enterprises in local libraries and exhibiting in some comprehensive theme pavilions. The premise is that enterprises need to have characteristics, or technology leading, or creative unlimited, or in the field of industry to achieve the ultimate.

Apart from direct participation, marketing opportunities are still numerous for such a big event.

First, become a sponsor. There are several levels of sponsors. The most high-end ones are global partners, such as China Mobile, SAIC and world top 500 enterprises. The second level is senior sponsors, such as, Jun, Jun Yao, Xin Shi AO and so on. It is worth mentioning that Xin Shi Ao is a joint stock company formed by more than 20 small and medium-sized enterprises. This provides a way of thinking and a way for small and medium-sized enterprises to participate in the Expo. The crystal stone, which once provided the image design for the Olympic Games, has become a third level project sponsor. Sponsors of different levels invest differently in their rights, and have different rights and rewards.

Second, obtain franchise. The exhibition is the core and terminal export of the industry. Around it, there are numerous opportunities in its upstream and downstream industries, such as catering, entertainment, tourism souvenirs, clothing stationery, etc. Franchise is like a large order. It is a permit to operate during the Expo. It is also a recognition of the excellent quality and reputation of the enterprise.

Third, leasing venues to provide catering and souvenir sales services. China is a great country of food culture, and the Chinese character should also be reflected in this. Yum, South Beauty, Xinghua Lou, and Yau Du have first entered the throne. Although these enterprises do not take part in the exhibition as an exhibitor, they will also appear in the mirror.

Fourth, marketing by Expo activities. As soon as the Expo "Caravan" campaign is launched, from the point of view, we will conduct 10 large-scale Expo tourism publicity activities and 5 industry fairs in the world tourism night. Related enterprises such as tourism and lodging chain enterprises can also take this opportunity to publicize and promote.

In addition, the online Expo will be discussed by the topic of the Expo, and the expositions of the World Expo are all the ways and forms for enterprises to participate in the Expo.

The 3 is successful marketing.

Wine: a knowledge of the world

He won the gold medal at the 1915 World Expo. It is said that at that time there were not many people concerned about China. An exhibitor was in a hurry. How could such a good product be unknown? He was so anxious and intelligent that he rushed to a central place with many bottles of wine and pretended to be careless. Suddenly, the wine was overflowing, attracting a group of foreigners to taste the strong wine. The name of the liquor was passed away.

According to reliable historical records, China exhibited more than 2000 tons of exhibits at the World Expo, including wine. But most of the exhibits in China are agricultural exhibits with little attraction. Officials who have full confidence in their exhibits want to move the museum from the agricultural museum to a more popular food processing hall. Anyone who wants to move in a bottle falls carelessly from the exhibition rack. A responsible official was inspired by the smell of the wine. He poured a bottle of wine into several empty bottles, opened the bottle cap, and placed several cups around it. This one worked well. Because the liquor itself is rich in Maotai flavor and fragrant in empty cups. Visitors smell fragrant, and word of mouth has passed. Other exhibits brought by China are also concerned.

Comment: products that can use such perceptual experience must also have taste and smell characteristics. In addition to this perceptual experience, experiential marketing also includes other kinds of experience, such as thinking, behavior and emotion. For example, a dairy advertisement, sour and sweet, like the taste of love, is a marketing strategy to stimulate consumers' emotional experience. {page_break}

Blue Ribbon Beer: small ribbons make great brands.

In 1893, a beer with blue silk ribbon on the bottleneck was awarded the highest recognition of the blue ribbon, and was known as "Blue Ribbon beer" by people. This is the origin of the brand "Blue Ribbon beer" in the next hundred years.

In fact, this wine was exhibited in the name of beer. It solved the difficult problem of bottled beer that was still fresh at that time. The raw materials selected from the Blue Ribbon beer are pure and excellent, and the bottles are of solid texture and pure flavor.

Since the start of the exhibition, blue silk ribbon bottle beer has been particularly popular, and the company has to buy blue bottles to decorate bottle beer to satisfy consumers' preference. Subsequently, the blue ribbon became the symbol of the selected beer. And 5 years after Expo 2010, "Blue Ribbon beer" was officially registered as a trademark and opened the curtain of a century's brand.

Comment: good wine and good promotion complement each other. Blue Ribbon beer is the best quality wine, and the distinctive blue silk ribbon has become a distinguishing symbol of distinguishing good from bad.

When the product line is extended to the high end or low end, the brand also needs to extend accordingly to differentiate or highlight. For example, the mid-range and economic vehicles of the general motors are covered by the "Ho Ho" brand. Good products need good logo, but can not be submerged in old products and labels.

X camera: simple and easy to attract attention.

Also in the US in 1893, the camera became popular. Miss Wei wears beautiful yellow advertisements to become a beautiful scene at the exhibition. "You press the shutter" card Da ", and everything is left to" Yu ". This phrase founder, Eastman's high language, has attracted many spectators to stop.

The background of the time was that the camera was invented in 1877, but the photographic technology and equipment were very complicated. When photographing, people were carrying a lab with big black tent, water tank and thick sensitive plate. Eastman solved the problem and invented a compact and lightweight camera. At first, it was just black and white film. In the case, Eastman brought colourful film, which is as colorful and eye-catching as Miss Li's clothes.

Comment: the camera product has epoch-making significance. On the other hand, the image of promotion personnel is outstanding, and the slogan of promotion is simple and clear, just like simple and easy to operate products. Moreover, the product name "Qi" is taken from everyone's click of the shutter's voice, which is easy to understand and easy to remember. It adds to the impression and acceptance of the product.

Avoiding marketing risk

As a showcase of first-class technology and products, both exhibitors and business participants take some risks.

Information was stolen. In particular, leaking out the latest technology that has not yet been fully commercialized, causing competitors to take the lead, causing the market of initial discoverers to be passive and fail. Based on this consideration, saxophones, who had been very loud before the industrial exposition, had only demonstrated behind the scenes. And until the time and invention were fully developed, the saxophone series was fully launched and seized the market at one stroke.

Input is large and output is difficult to measure accurately. Especially for the sponsors who become global partners, we need to invest more in the promotion. The exhibition is based on image and strength and scale. How many products the Expo can bring and how many new customers it is difficult to measure accurately.

It is also an unanswered question whether the products and services provided by the leasing site are marketable and how large the traffic volume is.

For franchised enterprises, exhibitions and franchises are timeliness. The product is too small to satisfy the market, and the money is not earned. Too many products are produced, resulting in backlog and capital occupation. Once the exhibition is not sold successfully, the sales after the exhibition will be out of date and fresh.

It is a world-class stage.

Exhibitors and visitors from all over the world have different values and ideologies, which requires both exhibitors and exhibition service providers to respect their differences. Once biased, international reputation will be impaired.