How Should Enterprises Participate In The Exhibition?

participate in Exhibition It is the most important thing for an enterprise. Marketing One of the ways 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 others. Marketing mode 。 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, transportation, customer invitation, exhibition layout, advertising, organizing transactions, 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.

If we do not know enough about the characteristics of the exhibition, even if the exhibitors spend a lot of manpower and material resources, they may not be able to achieve the desired results.

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 transactions;

Study local markets, develop new products and so on.

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

Five basic objectives, product goals, price objectives, promotional objectives and sales 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. With the development of modern exhibition industry, every industry's exhibition has formed its own "leading elder", which is a must for buyers, such as Chicago tools exhibition, Milan fashion show, Hannover Industrial Expo, Guangzhou national export commodities fair and so on. Generally speaking, the higher the visibility of an exhibition, the more exhibitors and buyers will attract, the greater the possibility of transaction. If a new exhibition is to be attended, it depends on who the sponsor is and how appealing it is in the industry. Famous exhibitions tend to charge more, so as to save money, they can share the booths with people. Even so, the effect will be better than those attending the unknown exhibitions.

3. content of the exhibition. One of the major characteristics of modern exhibition industry is that it is becoming more specialized. The exhibition with the same theme can be subdivided into many minor professional exhibitions. For example, it is also an exhibition about beer. Its specific display may be malt and hops. It may be brewing technology, it may be production equipment, packaging materials or technology, and it may also be a brand war. The exhibitors must first understand clearly so as not to "go astray".

4. time. Any product has its own life cycle. That is, five stages of regeneration, development, maturation, saturation and decline. There is a certain regularity between exhibition efficiency and product cycle. For ordinary products, the exhibition will be twice as effective at the freshmen and the development stage; in the mature and saturated stage, the effect of exhibition may be half done; at the stage of recession, the exhibition will often be wasted.

5. location. The ultimate goal of the exhibition is to promote products to the region. Therefore, it is necessary to study whether the host and the surrounding areas of the exhibition have their own target market and whether they have potential purchasing power. A market survey can be conducted if necessary. Once a slipper manufacturer took it for granted that the hot weather in Africa was a must for Africans to sell products. It was not until then that it was not that the weather was hot, but the superpower people there did not wear shoes at all.

Three, careful preparation

Once you have decided to attend an exhibition, you should immediately start preparing for it. The exhibition is a systematic project. There are many problems to consider. How can we reasonably use manpower, money and energy? Some people have investigated the visitors at the exhibition, and found that there are six main factors that affect their memory (see table three). It is suggested that the exhibitors should start from here.

1. exhibits selection. Exhibits are the most important factors for exhibitors to impress visitors. In the memory factor of visitors, the "attractiveness of exhibits" accounted for 39% of the proportion, which should be given priority consideration. 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 exhibitors' technical level, production capacity and industry characteristics; uniqueness means that exhibits must have their own uniqueness so as to differentiate them from other similar products.

2. display mode. Most of the exhibits do not show the whole situation and display all the characteristics. They need to adapt themselves to charts, materials, photographs, models, props, models or commentators, and to illustrate, emphasize and render with the help of decoration, scenery, lighting, audio-visual equipment and other means. If the exhibits are machinery or apparatus, we should consider arranging the demonstration on the spot, or even letting the visitors do it themselves; if they are food and drink, we should consider the visitors to taste at the scene, and prepare the small packages for free distribution; if they are clothing or backpacks, use models to show or arrange special tables. All these are to arouse the interest of visitors and increase their desire to buy.

3. booth design. The task of exhibition design is to be good-looking, and the fundamental task is to help exhibitors to achieve the purpose of exhibition. The exhibition platform can reflect the image of the exhibiting, attract the attention of visitors, and provide the functional environment of work. Therefore, the booth design should pay attention to the visual impact while paying attention to the following points: the exhibition is not a design competition, and the booth design should be in harmony with the overall trade atmosphere; the booth design is to set off the exhibits, not to win the competition and let the green leaves drown the safflower; the booth design should take into account the public image of the exhibitors, and should not be too unconventional.

4. staffing. Man is the first element of exhibition work and the key to the success of the exhibition. The staffing of the booth can be considered from four aspects:

First, according to the nature of the exhibition, the appropriate type or relevant departments should be selected.

Second, determine the number of personnel according to the size of the workload.

Third, pay attention to the basic qualities of personnel, such as appearance, voice, character, consciousness and initiative.

Fourth, strengthen on-site training, such as professional knowledge, product performance, presentation methods and so on.

Exhibitors should respond flexibly according to the characteristics of exhibitors: if mass consumer goods should set up brand image and form affinity among consumers, if they are new products, they should vigorously publicize their differences; if products are ingenious, they should emphasize their technological breakthroughs.

5. customer invitation. If customers can get rich at the exhibition, of course, it will be unavoidable. This requires exhibitors to passively wait for customers to come, but also consciously invite customers to come. You can invite and attract customers through direct letters, visits, media advertising, on-site publicity and distribution of materials.

In short, we must prepare for the rainy day and put the work ahead. If an enterprise takes part in an exhibition, it will get twice the result with half the effort if it can be screened, chosen and prepared according to the above steps.

Schedule three visitors' memory factors

Exhibits attractive 39%

Operation demonstration 25%

Booth design 14%

Booth staff performance 10%

Dissemination of information 8%

Exhibitors' reputation 4%