The Exhibition Has Seven Weapons.

Exhibitors have always been the main road for products to market and enterprises to explore the market. Speaking of exhibitors, it seems like "selecting an exhibition, setting up a booth, placing the information waiting to sign the bill." At the same time, the sales effect of each exhibition is very different. Where is the secret? Outside the products, how do we fight the smoke war at the exhibition?

To calculate, I have seen quite a few exhibitions in recent years, not one hundred or eighty. During the exhibition season, I want to share my feelings with my bosses and borrow the elements of Gu Long's novels and talk about the means of "fighting outside the product". Exhibition publicity The "seven weapons".

　 Long life sword -- Introduction

Interpretation: long life sword, Jian Changsheng

Sword is the head of a hundred soldiers. Though not as fierce as a sword, it is better than a gun. But as long as you hold long sword, you will be invincible. No matter how many tricks we use in business wars, a thin introductory material is the fundamental way for our customers to understand the business.
　
Unfortunately, this information is often "serious similarities, empty words, empty and convincing". Casual visits at the exhibition can fill a variety of business introductions in a short time. Pick out a few random notes, and the following words are everywhere.

"Our company always adheres to the sales policy of" putting people first and customers first ";" persisting in scientific and technological innovation in a long-term and effective manner. " Management innovation "" has an experienced after-sales service team ";" product quality is reliable, low price "," timely and thoughtful after-sales service has been widely praised by customers, and established a good reputation between the same industry and customers ".

If you are a client, will you be touched by these empty and identical words? The biggest harm is not "useless", but because they will "overwhelm the real advantages of enterprises".

I remember one scene: at the exhibition, everyone was admiring around a beautiful handicraft, but there was no time to place orders. After I had talked with my boss, I knew that the craft of the gift belonged to the "extinction of life". Unfortunately, the product description is written on "exquisite, long history, classic, quality assurance" and so on. I believe that if customers have the knowledge of "unique craft", their value judgement will be greatly improved.

To say "reliable quality", it is better to write "every riverside piston satisfies the requirements of the engine from the desert, plateau, snowfield to the parade of Tiananmen." Can it be said that "low price" can mean that the average price of the product is below the market price of 20%? How many buyers have attracted the words of Watsons's small supermarket, "the lowest price in the country and the double purchase"? Maybe no one really calculates whether you are the lowest price in the country, but the impression of "affordable" is really left behind.

　 Peacock feathers -- product release show

Interpretation: peacock feathers, the treasure of the world; to gorgeous, then kill the enemy in the invisible.

The most lethal and beautiful weapon in the world is legendary. When you are attracted by its beauty, it has made a fatal blow. At the exhibition, only one thing can be called "beautiful dazzling" - the product release show.

On the crowded exhibition, laser, magic, strong light, sound, and above the tall platform of all the people, passed a batch of beautiful beauties. In this case, no matter what the enterprise wants to show, it can become the focus. Clothing, jewelry, leather bags, make-up and other products are especially suitable for this kind of weapon.

　 Jade knife -- media report

Interpretation: color as jade, bright as frost and snow, mild and gentle, priceless, in the emptiness of life.

Jade knife is coveted by rivers and lakes, but extraordinary people can manage it. It is not only powerful but also hidden. It would be appropriate to use such weapons to describe media reporters.

The exhibition will only last 3 days. But tens of thousands of views. It will be a dream for all enterprises if we can expand the influence of media coverage on the occasion of the exhibition. However, bosses who are skilled in R & D and sales may not necessarily know how to deal with the media. If we know how to control it, we will surely be rich and powerful.

The law of dealing with the media is endless. The principle is: let them be interested. The enterprise wrote the manuscript money to release to the media to say is the soft Wen, actually is the advertisement. Spend a lot of money, the effect is not big. If journalists are really interested in your products, they will be of great help to enterprises.

The eyes of the media are "news points". They are interested in "new things": new products, new technologies, new standards, new processes, and new awards. If you have it, be sure to light it up. There is no need to be stingy, such as "leading, opening, pioneering, coming out" and other words. Journalists themselves write the same thing. Reporters also like "comparison". If the propaganda material says "China's Bill Gates, the British housekeeper who carries around" and so on, enterprises will have a lot of opportunities to attract media attention.

There are many hurried media who will not go to the exhibition to accomplish their tasks. They will ask the organizers to recommend one or two enterprises for interviews. At this time, the relationship between the enterprise and the sponsor is very important. In addition, if you see a reporter visiting the exhibition, don't be shy. Ask, take the initiative to create more opportunities for yourself.

　 Sentimental ring music

Interpretation: sentimental rings, no murderous, but killing tenderness.

No sharp blade, nor shocking destructive force, the sentimental ring is not a traditional weapon, but it will closely cling to the enemy like the hands of affectionate women, so long as it is covered, it will be difficult to get away from it. It's like music. Before you get to your place, smell your voice first. Exhibition The music is like the fragrance of the night flowers, is able to retain the temptation of passers-by, is the call to attract footsteps.

My impression of this weapon is a silk factory. At the clothing fair, the bustling crowd can not cover up the quiet and lingering Guzheng music in the distance. I look forward to the sound. It is a woman in the bead curtain. After a moment's immersion, I found myself surrounded by the booth of the silk factory. Surrounded by colorful silk fabrics, the corner is a basket of silver like silk cocoons. Without thorough understanding, I think the silk products of this company are elegant and excellent.

Choosing the right product orientation, and choosing the music that stands out in a noisy exhibition environment can really make your booth grow out of an invisible hand.

   Separation hook -- special booth

Interpretation: like a sword, it is like a knife, not a knife.
　
The separation hook is made of quenched iron, which is neither like a knife nor a sword. Though the forward is bent like a hook, it is not a hook. Strange but often unexpected and unexpected. What else is more suitable for a special booth than a separate hook?

The special booth is better than the unique one. A booth unlike booth is often the focus of the whole exhibition.

From the location, the organizers will also arrange the special exhibition booth in the center. The unique special booth can be brought to the factory workshop or spaceship by the company's preferences. Why are businesses willing to spend three yuan on expensive booth design and construction costs? Because the special booth is "sticky feet" than music, which is "more eye-catching" than the excellent publicity copy.

　　 Overlord gun -- advertising language

Interpretation: the overlord is the force of the mountains and rivers; the gun is the ancestor of the hundred soldiers; the overlord gun and the lion tiger in the gun are invincible.

The gun tip and gun barrel of the overlord gun are made of pure steel and are the most overbearing weapons in the world. The gun tip of the overlord gun really set the example and standard for the advertising language of the enterprise: the enterprise slogan must be refined, and the two must be pointed.

"Essence" means the simplicity and clarity of advertisements. The best sentence to solve the battle. A customer walks past the booth, but his eyes remain at the booth for only 3 seconds. What can you see in 3 seconds? 2 sentences above are almost impossible to remember. Numerous enterprises put thick and dense introduction on the wall, always think "more words on the wall effect is better". Actually, it is enough to write a slogan to leave the guests, and the rest is a detailed explanation of people. A key point is not prominent, and no one will read the words that are full of walls.
　
"Sharp" means strength, the power of advertising language. Like enterprise copywriters, today's information bombing is full of creativity, but the advertisement that has nothing to say has lost its original "amazing" charm. The effect of advertising creativity on sales is more and more doubtful. Advertising has entered a pragmatic stage. Advertising slogans should have something to say. It is more important to write a sense of vision than reality. This is especially important for small and medium-sized enterprises.

I once saw a small business enterprise in the small and medium enterprises entrepreneurship project exhibition. Their simple booth was white, and the responsible person was standing at the bottom of the linen edition. He was polite but puzzled to see the investors in front of them. I sort of thought about it and patted him on the shoulder and said, "don't frown. You don't know the national conditions."

　 Fist - salesman

Interpretation: boxing, a knife without blade. No rush, no skill.

Fist is the most direct, effective and reliable weapon. It can be used at any time, without any restrictions. But if you want to use boxing as a weapon, you must combine skills, wisdom, talent and courage. If you don't have any weapons, you can fight just by your fist. If you have everything and you can't hold your fist, the battle will still fail. For business enterprises, salesmen are fist.

Courage is the first thing to fight against a low person by fist. Salesperson must have a positive attitude. In this regard, "supervision" is good. It is worth noting that in the case of all weapons, fist grip is not tight, resulting in a loss of combat effectiveness.

Let me give you a real example. In the exhibition of investment projects, I and some customers and several media have been watching an interesting project called "anti-theft leather bag that will alarm and discharge." I can see that there are those who want to invest. So I consulted with the salesmen together.

Site customer: "does the bag discharge comply with the law? Is the state ready to sell?

Salesperson: "we can participate in the exhibition at the military museum. Do you think the country will let it sell?" Customers are speechless.

Customer: "how much is the market price of such a leather bag?"

Salesperson: "I can't tell you what price is there."

Media: "please briefly talk about design ideas and principles".

The salesman said for 10 minutes, the people at the scene pointed out the logic mistake of the salesman, and the salesman refused to admit it.

This is a typical example. Everything was ready, but there was a westerly wind.

Seven kinds of weapons swept away. Which one suits you? Which weapon can play the most important role in your hands?

More fortunate than the Wulin people, our enterprises need not be restricted to their own swordsman or swordsman. We can take seven weapons together.