What Kind Of Exhibition Should The Company Take Part In?

Many enterprises choose the exhibition cost as the primary index when they choose the exhibition. They always pursue the exhibition with low exhibition fee, which is understandable in operation.

After all, for the small and medium-sized enterprises, limited funds make them have to work frugality.

However, if the decision is made because the low exhibition fee is equal to the low cost, it will lead to the mistake of participating in the exhibition.

Huang Jiyi, general manager of the lizard enterprise management consulting company, thinks that although the money paid by the exhibitors is to buy the booths, the exhibition should provide the exhibitors with much more than that. If the exhibitors fail to provide necessary support such as publicity, construction and information, then the exhibition will lose its significance.

According to us research data in 2000, during the exhibition process, the percentage of audience attraction was increased by various means: advertising was 46%, sponsorship exhibition was 104%, press conference 77%, entertainment activity was 86%, all of these activities were inseparable from the participation of exhibitors, and too low exhibition costs often meant that organizers should seek to make ends meet, and at the expense of the above soft and hard service quality to attract business and gain profits.

For such an exhibition, no matter how low the exhibition fee is, it should not be taken part in, because it is purely a waste.

Therefore, low exhibition fee is not equal to low cost. Only by finding "right" can we not choose "expensive".

In order to find the "right" exhibition from the ocean of the exhibition, enterprises should not only rely on various activities and services provided by the exhibitors, but also should do well in internal work.

That is to say, exhibiting not only needs to set specific goals, but also needs to know what means to achieve it.

StephenSind, President of PentonMedia.Inc, believes that for enterprises, the purpose of exhibitors is to promote their products and obtain orders, but to achieve the ultimate goal of marketing, there must be many foreshadowing.

The research institutes ranked the importance of the exhibition's marketing objectives by investigating them, in turn, judging the new customers 42.4%, enhancing the image of the products 38.6%, finding new customers 37.4%, directly discovering qualified customers 32.2%, finding new customers from the existing potential customers 29.1%, and taking orders for only 16.9%.

And many companies often rush to sign up when they are exhibiting.

The opportunity always favors the prepared mind. The exhibition is not just a platform, a delivery card, and a leaflet.

Wang Huijun, Vice Minister of the Guangzhou International Trade Promotion Association (CCPIT), thinks that it takes 6~8 months to prepare for related events to seriously prepare for an exhibition.

Huang Jiyi emphasized that exhibitors should make efforts to create bright spots and strive for attention through meticulous and meticulous planning. The end of the exhibition does not mean the end of the marketing activities of exhibitors. It should keep in touch and communicate with the customers gathered in the exhibition, and when necessary, send people to visit them to show the strength and sincerity of the company.

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It should not be one-sided pursuit of the scale of the exhibition, but depends on the specialization of the exhibition.

In the same way, some enterprises often choose the large enterprises in the industry as the benchmark for their evaluation when they choose exhibitions.

To this end, Wang Huijun pointed out that many private enterprises now go together to squeeze the same exhibition of the world, regardless of whether their products are suitable for the exhibition. It is better to wait for years after an exhibition is not squeezed in, and some even refuse to take part in other related exhibitions for 6 years.

But what we need to know is that the scale of enterprises will naturally lead to their differences in exhibitors' goals.

For large enterprises, exhibitors are not limited to promoting products and contacting customers. In many cases, they also include considerations of shaping the overall image of enterprises and maintaining consistent brands.

To achieve these extra goals, we have to pay extra cost.

But the exhibition has such a high value, because it is a colorful stage, different needs of enterprises can take their own needs, there is no existing invariable, the standard is the same.

For most SMEs, they do not have the resources and the need to take on these extra costs, or should they invest the best in the exhibition, rather than blindly follow it blindly.

Wang Huijun reminded that the threshold of famous exhibitions is getting higher and higher. For example, many German exhibitions have begun to qualify and certify exhibitors. In the past only a few exhibitions, such as the Nuremberg Toy Fair in Germany, require exhibitors to provide report management and professional websites. But now more and more exhibition organizers have put forward this request, for example, the Australian fashion show only accepts exhibitors with independent development brands.

For these threshold, not all enterprises can reach the standard.

Therefore, enterprises should not wait for others, but try other related markets.

Huang Jiyi made a figurative metaphor for this. He thought that many enterprises were going to participate in the exhibition with the idea of a big gun and red carpet. They thought that they could get many large orders when attending an exhibition, but the fact was contrary to the wishes of the past. Then they began to complain about what was not effective, and the money was wasted.

It's like falling in love at first sight.

The exhibition platform provides more opportunities for "blind date", but it still needs to leave a good impression on the other party first, and gradually display its own advantages.

Therefore, every exhibition is a preparation or preparation. Only by participating in exhibitions continuously, can we make constant efforts to "improve fruit".

One must not give up halfway. Otherwise, it is like boiling water, even if it burns to 98 degrees, but if it stops, it is still 98 degrees of water, not boiled water, so we should continue to burn and wait until it is boiled.

The same is true if you want to enter a famous exhibition. Not a pound of money can bring rewards. If the strength of the enterprise can not support this continuous investment, we should choose some fairs which are more suitable for their needs, smaller scale and lower cost.