How Should An Enterprise Participate In The Exhibition?

Participating in exhibitions is one of the most important marketing methods for enterprises, and 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.

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 activity to make full use of all the senses of the human body. 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, organizing pactions, and Exhibition return, an organic whole with mutual influence and restriction has been formed. Any mistakes in one link will directly affect the effect of exhibition activities.

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First, clear objectives

There are several typical mistakes that I often hear about the exhibition objectives:

- "the boss has come!"

"Because we attend this exhibition every year."

"Because our competitors are here too."

"This is the largest exhibition in the industry."

As a matter of 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:

Establish and maintain company image;

Develop the market and find new customers;

Introduce new products or services;

Identify agents, wholesalers or joint venture partners;

Sales pactions;

Study local markets, develop new products and so on.

According to the marketing theory, the German Exhibition Association concludes the exhibition objectives as follows:

Basic objectives,

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.

Two, prudent choice

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 carefully choose their own needs (see schedule two).

Schedule two characteristics of exhibitions of different properties

Category exhibitors visitors content purposes admission mode

Comprehensive manufacturer, businessman, industrial product trade, admission ticket.

Trade manufacturers, manufacturers, industrial products trade registration entries

Consumer retailers are mainly retail outlets for public goods.

2. popularity.

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