How To Formulate Exhibition Strategy For Enterprises

　　 enterprise How to make Exhibition strategy

Convention and exhibition is a very complex system engineering with many constraints. From making plans, market research The selection of booth, collection of exhibits, customs declaration, transportation, customer invitation, exhibition layout, advertising, organization of transactions and return of exhibits will form an organic whole with mutual influence and restriction. Any mistakes in one link will directly affect the effect of exhibition activities.

A well planned exhibition can become the most cost saving component of a marketing plan. From the time sequence analysis, the exhibition marketing strategies of enterprises usually include clear purpose of exhibition, selection of exhibitions, pre conference activities, activities in the event, post event activities, evaluation of marketing strategy effects, and supplement of online exhibitions.

(1) the purpose of the exhibition is clear. Each enterprise has different purposes because of its different circumstances. Before deciding to participate in the exhibition, the enterprise must set the goal of exhibiting. The purpose of the exhibition is not only to display strength, establish brand image, publicize products, achieve transactions, find agents or wholesalers or joint venture partners, study local markets, develop new products, etc. According to the marketing theory, the Exhibition Association of Germany will classify the exhibition objectives into five categories: basic objectives, product goals, price objectives, publicity objectives and sales targets. Enterprises should segment the market according to customer needs and adapt to these changing needs, such as seeking potential potential customers' strategies and strategies to further strengthen long-term customer relationship goals.

(two) selecting exhibitions in many exhibitions, enterprises must selectively participate in a certain exhibition. When choosing exhibition, the following factors are mainly considered:

First, the target market of the exhibition, the target market of the exhibition, including its theme location, purpose, audience structure, etc. before the exhibition, whether the exhibition is consistent with the development plan of the enterprise, and whether it can promote the enterprise to achieve the desired goal.

The two is that the scale of the exhibition is successful, and the scale of the exhibition must have a certain scale. The large scale exhibition can attract more professional audience, which is the most important factor to ensure the exhibitors reach the purpose of exhibiting. The size of the exhibition depends mainly on the number of exhibitors and professional spectators and the size of the exhibition area.

The three is the ability of the exhibition organizers to choose influential, experienced and highly aware organizers. The organization of exhibition is a huge systematic project. From the promotion of exhibition, the invitation of professional audience, the organization of industrial activities to customer service, a series of work needs organizers to make a strategic plan in order to successfully organize the needs of exhibitors. The company can assess its organizer's planning ability and promotional ability from its external letter of invitation, advertisement and various organizational plans. Compared with foreign famous exhibitions companies such as Hannover exhibition company, Germany, the overall level of exhibition companies in China is not high, and there is still a big gap in recruitment, exhibition and booth construction.

The four is the history and influence of the exhibition. For example, in the past few years, what kinds of exhibitors and the effect of the exhibition, etc., the enterprises should choose the mice with strong influence, high visibility, many exhibitors and strong influence from exhibitors.

Five, the cost of exhibitors is increasing under the trend of higher exhibitors' fees. Enterprises choose the appropriate exhibition within their budgets according to their own financial resources. The cost of exhibitors can not impose additional burden on enterprises. This is especially true for small and medium-sized enterprises with cautious expenditure.

The six is the exhibition city and exhibition hall. In general, big cities and international metropolis are the focus of exhibition selection. Their transportation, hotel, customs declaration, visa, and the matching and service level of the exhibition hall are superior to those of other cities. Most of the exhibitions in China are held in cities such as Shanghai, Beijing, Guangzhou, Dalian and Shenzhen, which have comprehensive advantages in economy, transportation, information, talents, science and technology, service and so on.

(three) pre event activities include public relations activities, identifying potential customers ahead of time and sending special invitations. We can expand the influence of enterprises and attract more target customers by means of exhibitions, newsletters, pre media publicity and so on.

(four) compared with other aspects, this activity is the decisive factor that determines the success or failure of the exhibitors. It mainly includes the selection of booths, the arrangement of exhibition booths, the selection and display of exhibits, the staffing of the exhibition booth, the negotiation environment, and the related activities during the exhibition.

The choice of booth involves the decision of the location and the size of the booth. The selection of booths is usually based on the direction of the movement of people in the entire venue. The booth area is usually 9 square meters, which is called the standard booth. It is worth noting that the special exhibition booth, also known as the free exhibition area, refers to the area where the booth area exceeds 4 or more than 4 standard booths. The enterprise can only make the light ground. Other decoration can be decided by the enterprise independently according to the company's product characteristics, technical characteristics, market positioning, and the activity arrangement during the exhibition. This kind of booth can fully display the corporate culture and publicize the brand concept, which is very helpful for setting up the overall image of the enterprise.

Booth is a window for enterprises to show their strength and product characteristics. The booth arrangement with individuality and visual impact can make the enterprise stand out among many exhibitors. The basic task of exhibition design is to help enterprises to achieve the purpose of exhibiting. The booth should be able to reflect the image of the enterprise, attract the attention of the audience, and provide the functional environment of the work.

In the selection of exhibits, it is necessary to choose exhibits that embody the advantages of their products. The quality of exhibits is the most important factor for exhibitors to impress the audience. There are three principles for selecting exhibits, namely, pertinence, representativeness and uniqueness. Pertinence means that exhibits should conform to the purpose, policy, nature and content of the exhibition; representativeness means that the exhibits should reflect the technological level, production capacity and industry characteristics of the enterprise; uniqueness means that the exhibits must have their own unique characteristics, and can be distinguished from other similar products.

In the way of display, exhibits in most cases can not explain the whole situation and display all the characteristics of an enterprise's products. Generally, they need to be illustrated, emphasized and rendered by means of pictures, data, photographs, models, props, models or commentators. In short, the unity of content and form, unity of whole and part, unity of science and art, unification of inheritance and innovation should be displayed in design.

In the staffing, the quality of the staffing determines the success or failure of the exhibitors in the exhibition. The capabilities and display of the staffs provided by the enterprises reflect the position of the enterprises in the industry. No exhibitors or only small stalls will face the danger of losing market share. In particular, the affinity of body language, dialogue and knowledge of service personnel is very important to the success of exhibition. Service personnel should communicate with the audience as much as possible to achieve the interactive effect when distributing information. The staffing of exhibition stands can be generally considered from the following aspects: first, personnel of relevant departments are selected according to the nature of the exhibition; second, the number of personnel is determined according to the size of the workload; third, attention is paid to the basic qualities of personnel, such as appearance, voice, character, initiative, etc. fourth, strengthen on-site training, such as professional knowledge, product performance, presentation method, etc.

Exhibitors can also carry out new product launches, distributors annual meetings, product demonstrations and other supporting activities during the exhibition. This is an effective way to develop new customers on the basis of stabilizing old customers. Besides, creating a relaxed and pleasant negotiation environment is also helpful to improve business success rate.

(five) after the event and the evaluation of the effectiveness of the marketing strategy, the enterprises should collect information from the exhibition into the marketing information system of the enterprise, and analyze and evaluate the market information obtained. Enterprises should also compare the results of the exhibition with the predetermined targets in time, and summarize the results and analyze the reasons. Generally speaking, the effect of the exhibition is difficult to accurately assess. The main reason is that some of the results can be produced immediately, but it is more likely to occur after a certain period of time after the exhibition. In order to help exhibitors to carry out the exhibition evaluation, the organizers of the exhibition will provide statistical information about the participants. Enterprises can evaluate the effect of exhibitors based on these statistics and combined with their actual situation, and make preliminary decisions on whether to participate in the exhibition next time.

(six) pay attention to the role and development prospects of online exhibitions. Online exhibitions have become a new scenic spot for exhibition industry, which is called "never ending" exhibition. The online exhibition is only a supplement and supporting role of the physical exhibition. But with the further development of information technology and e-commerce, online exhibitions are expected to come from behind and become the main body of the modern exhibition industry. Compared with the physical exhibition, the online exhibition has the following advantages: first, lower cost, faster speed and greater possibility of success; two, equal opportunity, no matter how strong or weak the enterprise is, it is possible to find the right buyer if the product is suitable. Three, we can reduce the exploitation of middlemen, and more and more buyers are trying to buy products directly from manufacturers.

Enterprises can build their own websites or put product information on professional exhibition websites to complement each other between physical exhibitions and online exhibitions. At present, there are some professional exhibition websites in China, such as China exhibition network, China International Exhibition network, China conference network, China export commodities network, online Canton Fair, Yi Cheng business website, Alibaba website, American business network and so on. Only China's export commodity network has absorbed 19 000 export enterprises and about 1000000 kinds of commodities, providing the export opportunities for the vast majority of SMEs.