Analysis: Six Marketing Experience In Convention And Exhibition

　　 According to authoritative department statistics, the driving force of the exhibition industry to the economy is 1:10, that is to say, when the exhibition revenue is 1, the whole city's economy has increased by 10. Therefore, a big city is building its own Convention and exhibition economy, competing to become a first-line Exhibition City, attracting more investors' attention.

As a front line Exhibition The city must have several conditions. First of all, it must be the core of regional production and sales, which has a decisive advantage, or a place for businesses to compete for, such as Beijing. Secondly, it must have strong international information radiation power, in other words, cities with global information effects, such as Shanghai; thirdly, it has very active economic factors, strong economic strength, such as Guangzhou, Shenzhen, and finally, cities with special regional significance, such as the degree of development in the western region, and the revitalization of Shenyang and other cities in the northeast old industrial base.

In addition to several typical first tier cities, most of the provincial capital cities are regarded as second tier cities. For many years since the exhibition, we have summed up the marketing experience of some mice and shared with colleagues.

1. Topic selection:

As a viable exhibition, the theme must be related to the industry foundation of the city. Matching 。 Through the exhibition to promote the further development of the industry, and the strong foundation of the industry is the strong backing of the theme exhibition. It is hard to imagine that holding a heavy industry exhibition in a city dominated by light industry. Even if it is done, its scale and vitality will be greatly reduced, even without continuity.

Now many cities are competing to become Regional Convention and exhibition center cities, and a phenomenon is coming which will be fashionable or successful. For example, the Dalian clothing festival has been very successful. Now there are ten clothing festivals every year in the whole country. As a result, there is no brand exhibition besides Dalian clothing festival. Many parts of the clothing festival has been held for a year, and it can not be completed. It is difficult to form a brand exhibition like Dalian Fashion Festival.

Therefore, setting up an item is an important link. We need to consider not only the matching of the city and the development of this industry, but also the status of the similar exhibitions, the intentions of the participating exhibitors, and the marketing methods that are different. It can be said that a good topic is the absolute foundation for the success of the exhibition, and even the selection of the title is half the success of the exhibition.

Two. Organization structure:

Under the current system of China, there is a great need for an authoritative organizational structure for the exhibition. Exhibition It is especially important for administrative examination and approval, publicity and cooperation.

When organizing the Jiangsu wine exhibition, the author set up a more reasonable organization through various efforts. Specially invited the "China liquor business association" as the guidance unit, the provincial and municipal governments at two levels as the supporting units, and the host unit is the provincial economic and Trade Commission. In this way, the exhibition approvals are easy to get. When it comes to the examination and approval of industry and commerce, it is even easier. Especially when holding news conferences and publicity in the later stage, it is very well known that many provinces and cities have participated in the provincial and municipal governments. The reports are very timely and very detailed, which greatly promoted the propaganda work. For exhibitors, this exhibition is very authoritative. Even at the opening ceremony, you can take a group photo with the governor and visit your booth together. This is an excellent publicity opportunity in itself, so the exhibition work has gone smoothly.

However, one thing is that we can not organize organizations in a random way, because once the main leaders of the organizers fail to attend the meeting or the leaders are not strong enough, not only will the media have negative reports, but the exhibitors will be very disappointed and have a great negative impact on the continuity of the exhibition, and even there will be disputes.

I remember going to Shanghai to attend an industry forum at the beginning of the year. In the invitation letter, it was clear that a certain ministerial leader came to the meeting in person and delivered a speech. I feel this is an opportunity to rush to attend the meeting, but it is surprising that the moderator just read out the congratulatory telegram sent by the ministerial level cadres, and several other industry experts did not attend the meeting. They just sent each participant a latest research and literature material which was said to be the absent experts, which made the participants very angry. Maybe such a meeting is not going to continue, even if next year I will not go again.

Therefore, the exhibition industry is always advocating the integrity of the exhibition is indeed a must, not because of a number of non-standard meetings to cast a shadow on the whole industry, after all, the exhibition industry is in the ascendant, is one of the few sunrise industries.

Three, selling point planning:

The success of every exhibition is inseparable from the planning and execution of the selling points, especially the exhibition of the second tier exhibition cities.

Modern exhibition is no longer the time to collect money in 80s just by setting up an item and getting approval. The development of the industry has promoted the intensification of competition. With competition, it is necessary for the organizers to have differentiated marketing ideas and develop the selling points that attract the exhibitors' eyeballs.

Now a common phenomenon is that most of the exhibitions at the same time hold a conference on the same subject, inviting some so-called experts and scholars to make speeches on the spot to attract exhibitors to participate in the exhibition and attend free meetings. The first person to use this way to organize exhibitions is very smart, but later follow up blindly.

For example, the auto industry exhibition must have an auto industry forum at the same time. If it is necessary, how many exhibitors will listen to ordinary and no ordinary forum? How many professional audiences will listen to the forum with no doubt about them? After all, the auto show is a show directly facing the masses, and its professional audience is the general public. They do not have to participate in any forums. They will not pay attention to the development of the industry. They are only concerned about the drop in the price of the car. What kind of vehicle is cheap and good, and can not organize a large number of exhibitors to participate in the forum.

However, some of the exhibition's supporting forums are quite good, such as the Franchise Exhibition. Many entrepreneurs need an opportunity to receive expert guidance. Exhibitors are also happy to use this opportunity to convey their products, ideas and preferential policies. This forum is good for both parties.

Therefore, the development of selling points is based on different kinds of exhibitions. Through the detailed analysis of the exhibition host and guest, the marketing ideas are worked out.

1, what is the objective of the exhibition? What is the purpose of their participation? What kind of channels do they hope to achieve their participation?

2, effectively analyze who or groups of professional audience of the exhibition, what they want to get through the exhibition, whether they get industry information or directly seek cooperation, what group characteristics they have, and what information or suggestions they are good at accepting.

3, what are the advantages and limitations of their own resources, how to make up for them and how to complement each other?

4, a reasonable analysis of industry characteristics, industry development stage and the advantages and disadvantages exposed.

5, objectively analyze the achievements and shortcomings of the similar exhibitions held in the country, understand the success points and failure points, and make use of their advantages to make up for them.

6, what are the environmental drawbacks of the exhibition city and how to avoid it.

After these analyses, the selling points of the exhibition will be worked out to make up for the shortage of the past exhibitions and to create the selling points for the dissimilation of business trips, so that the possibility of success of the exhibition will be relatively large, and then it will be easier to form a brand exhibition.

Four, integrate propaganda:

The publicity work of the exhibition is very important. For the second tier exhibition cities, organizing an exhibition has unexpected difficulties. When the information radiation of the city is not enough, active publicity is particularly important.

Due to the rapid development of the National Convention and exhibition industry, there will be many exhibitions with the same or similar themes at the same time. How to make the exhibition attract more exhibitors' eyeballs and how to make their exhibitions distinctive?

Why is integration propaganda? In fact, the way of publicity in past exhibitions is very simple, that is, sending invitations and publishing a certain number of advertisements in newspapers and magazines. There is no integration at all. With the intensification of competition, more and more exhibition organizers begin to pay attention to the integration of propaganda strategies, with various propaganda methods to maximize the publicity effect. The following characteristics are as follows:

1, we should strengthen traditional channels of publicity, such as newspaper and magazine advertising, as well as the publication of various news soft articles; the production of TV advertising clips; and the large number of invitations.

2, develop outdoor three-dimensional advertising channels, including outdoor billboards, road signs and other media advertising; bus body advertising, so that the rate of advertising has greatly increased. {page_break}

3, Internet publicity. With the popularity of the Internet, many organizers of the exhibition also began to pay attention to Internet publicity. The air conditioning exhibition of Jiangsu participated in the design of its own exhibition website, and links with professional websites or portal websites. Sending invitation letters by e-mail is convenient and quick, and saves time and effort. In particular, many professional websites need these information, which has contributed to the close cooperation between exhibition and network.

4, exhibition publicity. It mainly communicated with exhibitors directly before the opening of their exhibition to other similar exhibitions. When I participated in organizing the Nanjing international automobile exhibition, I visited the similar exhibitions such as the West fair auto show and Suzhou auto show with other colleagues. I also communicated with exhibitors on the spot and invited them to attend the Nanjing motor show.

5, cooperative propaganda mode. With the joint publicity of related media, the author opened a new mode of mutual promotion with the famous brand times of Jiangsu when organizing the Beijing wine exhibition, namely, the information provided by the Organizing Committee and the customer resources. The newspaper published the special edition of the sugar and wine, which specially reported the progress of the exhibition and became a more successful new publicity mode.

Of course, there are so many ways to publicize the exhibition. There is nothing to repeat here. It is only necessary to formulate propaganda strategies according to the characteristics of their own exhibitions. Otherwise, wasting resources is not worth it.

Five, service:

Many exhibitions are like this. Once they have been launched, exhibitors have also paid the exhibitors' fees, and the service is much worse. In fact, as a successful brand exhibition, service is particularly important. For example, communication with the exhibition hall often requires direct communication from the organizer. Once the sponsor's service is not in place, the information asymmetry between exhibitors and exhibition halls will be more frequent, and it will cause disputes. This will have a great impact on the reputation of the exhibition. Although the organizers can not satisfy every exhibitor, at least the basic services need to be done.

Now many exhibitions are independent exhibition companies. The exhibition must be rented by professional exhibition hall, so the service is divided into two parts, namely the organizers and the exhibition hall. This is the case. It is difficult for the three party to achieve perfect communication. Therefore, the organizers should pay more attention to the service work of the exhibition, so that exhibitors can have a good mood and a good exhibition environment to achieve the goal of exhibiting. This is very important for the continuity of the exhibition. In particular, the exhibition industry itself is a service industry.

Six. Follow up services:

Normally, follow-up service should be considered as a service. It should be explained in the last article. But I think the follow-up service of exhibition is very important. It must be independent to reflect the importance and irreplaceable nature.

In the foregoing, I often mention a word "brand exhibition". Now our country's exhibition industry is very short of brand exhibition, which is truly called brand exhibition. As for the "Canton Fair", "Harbin Fair" and "high tech fair", in order to develop the internationalization of our Congress industry, and to bring the MICE industry into full play, we must cultivate a number of brand exhibitions so as to shorten the gap with developed countries such as Japan and Germany. And one of the links needed to create a brand exhibition is follow-up services.

I participated in organizing the Jiangsu wine exhibition. After the exhibition, I was responsible for collecting all the professional audience information, forum materials, exhibitors' information and so on. They were recorded as CD ROMs, sent to exhibitors, or sent to the exhibitors by means of e-mail and fax. This may be omitted at the time of exhibition, but it can be made up by our work to make the exhibitors very satisfied. This work may be cumbersome, but the help for the next exhibition will be invisible.

Many exhibitions do not focus on follow-up services at present. I believe that successful exhibitions are not only large numbers of exhibitors, large number of professional audiences, but also good service systems, especially those which are often neglected.

A successful exhibition has many inseparable links. The details are not written by the pen, and many aspects can be indescribable. I hope my experience can play a role in attracting a brick to attract jade, and I hope I can improve my ability in communication with peers.