Exhibition Knowledge: Exhibition Marketing Planning

In the face of numerous invitations to the exhibition, are companies participating in exhibitions?

Good planning.

For exhibition

Another group of enterprises did a rigorous or even rigorous exhibition marketing plan to guide their work earlier in the exhibition.

But in most cases, the original planning work is out of touch with the actual situation, consumption demand and social trend of the exhibition. Therefore, the effect of the exhibition has been greatly discounted. The reasons why the exhibition marketing has not played its due role are mainly concentrated on the following aspects:

First, the lack of

Secondly, the lack of strategic planning, only the exhibition marketing work as a pactional work, for exhibitors and exhibitors.

What is the ultimate goal of the exhibition? What information should be pmitted to the exhibition? How to attract the target audience? How to make the communication win the opponent? These problems have not been deeply considered.

Third, in the process of organizing and planning exhibitions, there is a lack of good communication between the internal decision-making management level and the executive level, between the enterprises and the outsourcing units, resulting in their own deviations in understanding the organization and purpose of the exhibition planning.

For example, the products and brand culture that enterprises want to promote are disconnected from the style of exhibition booth and the way of organizing activities.

Finally, the budget is overestimated and the return of exhibition results is overestimated, resulting in inconsistency between the proportion of input and output of the exhibition.

Recently, there has been a tendency in the domestic exhibition that the exhibition booth is built and the activities are organized to seek for luxury and luxury, ignoring the effect of the exhibition itself.

Exhibition promotion must be right.

In view of the fact that there are some commonalities in the enterprises that do well in exhibition marketing work, the first step is to analyze the advantageous resources (products, information, technology, services) or needs of enterprises according to the company's development plan and marketing objectives, then select the exhibition that is suitable for the right time, and finally consider how resources can win from the perspective of planning.

Secondly, the organization of the exhibition plan should be flexible, including the consideration of future changes and competition, and the necessary feedback and adjustment mechanism.

Finally, the exhibition organization and exhibition planning should have strict process and responsibility division, and the special person is responsible for the project, emphasizing the coordination within the enterprise, and the coordination work between the enterprise and the outsourcing unit.

I often hear complaints from some business owners: the original idea is this way, but the booth and activity plan that the outside company gave me is out of touch with the brand and products, but the change plan is impossible because of the time pressure, which makes the business owner frustrated.

The internal organization of some enterprises is very loose, so that the information collected at the exhibition is not collected, and the promotion is not well done.

On the whole, exhibition marketing is a complex project. It is necessary to have a thorough plan, a road plan, a winning mode of promotion, a scientific division of labor and rigorous execution, so as to make the exhibition marketing really play a role.