The Heart Of Exhibition Is The Key.

The exhibition marketing is divided into three parts: preparation before the meeting, implementation in the meeting, and follow up after the meeting.

Before the meeting, we must prepare for the work diligently. We will conscientiously implement, display the essence of the brand, make the highlights, and follow up after the meeting. This is a powerful guarantee for the successful exhibition of the brand.

Although the preparation is adequate before the meeting, it is not equal to the success of exhibition marketing.

1. at least half an hour before the departure exhibition, the leaders of the general command and the members of the preparatory group confirm whether the preparatory work before the meeting is well prepared.

At the same time, it was officially led by the chief commander, and the project team was set up, including the scene commander and on-site management group, reception group, negotiation group (including second exhibition space negotiation staff), old customer reception specialist, media interview spokesman, intelligence group (photography and copywriter),

2. before starting, clear the division of work in the various positions of the project team, and conduct on-the-spot training through training, with special emphasis on team discipline and wartime discipline during the exhibition.

Emphasis is placed on the main points of participation in training: obedience to command, unified action, division and cooperation, unified caliber, early and evening assembly, contingency of safety / contingency, reception etiquette and skills, negotiation and communication skills, etc.

3. check and implement the exhibits and props, confirm the time of departure / return of the project team members, the pportation tools and the guesthouse.

During the exhibition, the advance troops must arrive at the scene and adjust the details of the booths according to the actual situation of the site (there are inevitably some differences between the design scheme and the actual effect, especially some sudden factors).

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5. all personnel at the booth should be uniform in dress and receive visitors with courtesy, courtesy, courtesy, and courtesy. In particular, negotiators should be proficient in promoting brands and negotiating confidently in the process of communicating with customers.

In the process of negotiation, we should not be impatient and eager for success.

At the scene, new customers may not immediately sign a contract, but marketers should know that by successfully promoting themselves and promoting brand, leaving a good corporate image and brand image for customers, this is the beginning of building brand confidence for customers.

The professional level, self-confidence and communication ability of negotiators are often the key to determining the outcome of negotiations.

I have visited some brand booths, and many of them are either unskilled or self assured or arrogant.

The extension personnel remember to follow up and verify whether the invited customers visited.

To visit the old customers, the receptionist focuses on communicating with the exhibition marketing situation, the new situation of brand development and analyzing the current situation and Prospect of the customers' regional market, focusing on strengthening the confidence of the old customers to the brand, and focusing on strengthening the trust and centripetal force of the old customers to the enterprises.

To treat some uncivilized behaviors of peers, such as taking pictures, the on-site personnel try to persuade them as politely as possible.

When distributing information, try to distribute some exquisite gifts (brand LOGO and contact).

Try to get a full name card or address for visiting guests.

To interview the media, the media will interview the spokesperson and receive the information of the brand information and exhibition marketing accurately, and follow up the media publicity in advance.

At the scene, pay attention to using appropriate lighting and sound to create atmosphere to attract guests' curiosity and concern.

6., clever use of the advantages of media reporters to promote marketing and brand promotion.

In 1998, a brand participated in the Dalian Clothing Fair. The company invited the accompanying TV column reporters and photographers for this exhibition.

The two journalists demonstrated their skills in the booth, not only serving as an English plator, but also winning a large number of long-term Japanese customer orders from a clothing company in Liaoning, and taking the opportune moment to invite the mayor of Dalian to visit the booth for improvisation.

In general, there are media such as industry media, such as industry media or a direct seeding room of a portal website, and companies can contact them to carry out brand promotion.

It is also necessary to invite relevant media before the meeting.

The media spokesman should be good at capturing the opportunity to create valuable brand news, and timely release it to the relevant media.

7. if the booth has no advantage, enterprises can use DM or model, if some enterprises employ some models to wear or wear brand LOGO and so on through the guild hall, forming a good scenic line and good publicity effect.

8. for visiting shopping malls, the key point is to introduce the brand positioning and vision, enterprise's

9. details determine success or failure.

Any negligence in the booth may leave a bad impression on the customer, thereby affecting the customer's evaluation and confidence in the brand.

These negligence may come from exhibits, people who may come from the scene, and possible hygiene from the scene.

A French brand Chinese operator joined CHIC in 2007. The president of the French headquarters was satisfied with the design, organization and effect of the brand exhibition booth. The only regret is that many domestic exhibitions, including the booth, do not attach much importance to the details of the site.

10. during the exhibition, intelligence officers will not only collect information and data about brand booths, but also pay attention to the wonderful performance of competitive brands, the latest trends in the industry and the new trend of fashion.

11. the field command and field management team should keep the scene order and deal with emergencies at the scene, and have to summarize and put forward the improvement requirements during the morning and evening meetings during the exhibition.

12. for brands with second display space, customers must be responsible for entering the second display space for customer liaison, qualification examination, negotiation and follow-up work.