Booth Marketing Skills

Some people have to ask, should we pick the sides of the ball and choose the location for the exhibition?

Yes, of course.

If you have a good booth, there will be more audiences. You will have great opportunities to communicate and meet customers.

Today I want to talk about how to develop personalized marketing through a series of planning, combining with our own resources, subdividing environmental changes, developing personal marketing, obtaining an ideal booth with limited funds, and not at the same time.

Booth is saying

The type of booth is mainly differentiated according to the relationship between a booth and the adjacent exhibition booth and the way leading to the aisle. The "roadside" booth has the lowest rents and other types of booth rents are higher.

As shown in the picture, A is a double opening booth.

This type of booth is located at the top of a row of exhibition stands, with two sides adjacent to the aisle. The audience can enter the exhibition area from the aisle in front of the booth.

Behind it is another exhibition booth of the same type, on the side is the side of the exhibition stand.

Compared with the "roadside" booth, the booth has the same area, but more than one viewer enters the side of the booth. Therefore, the audience has larger flow and better display effect.

B belongs to the "island" booth.

It has the highest rents in four types of booths, and viewers can enter from any side.

C belongs to the "roadside" booth.

This type of booth is in the middle of a row of booths. Spectators can only enter the exhibition hall from the aisle in front of them. The size of the open surface determines whether the exhibition stands are narrow and deep, or wide and shallow.

D belongs to the "Peninsula shaped" booth. The audience can enter this type of booth from three sides. Its display effect is better than that of the AC booth. If it is used properly, it will be more attractive.

You know the basic types and characteristics of the booths. Three points can be considered when selecting the booth: first, the location should be close to the main passageway; the advantage is to ensure the passenger flow; secondly, the early booking strategy is adopted, and the closer the exhibition is, the higher the booth price will be. The smaller the probability of getting a good booth, the sooner it should be paid. The third is to lower the price of the booth, rather than to spend more money on the first floor of the exhibition hall, or to "go up to the next level", which is like comparing the first floor with the five level of the department store.

The booth at the exhibition is also.

In fact, if you want to get a good booth, you have to be familiar with it.

Audience's habit of watching

Friends attending the exhibition at National Exhibition Hall 8 may find such an interesting phenomenon: the 8B corner door is near the gate of the national exhibition, the 8A corner door is near the comprehensive service building. According to the theory, the 8B Exhibition Hall's human flow is greater than 8A. Therefore, the booth should seem to be the first choice near the corner gate of the 8B, but the actual exhibition effect is quite different.

The reason is: the spectators who go to the National Exhibition regularly have formed two main tour routes over a long period of time.

They usually visit the No. 1 Pavilion first, followed by the order of 2 to 5, 6, 7 and then 8, and the other part of the audience is directly admitted to the 8 hall by 1A side door. These two viewing routes objectively create a thriving 8A Corner Gate.

Similarly, there are two main viewing routes at the Shanghai New International Expo Center, one is the direct viewing from the hall, the other is by the side corridor, and then by the side door into the exhibition hall. No matter which route the audience takes, if you choose the last exhibition hall, you may be overlooked by the audience. If you choose the front door, you may also let the side door enter the audience to slip through the net. Therefore, it is probably better to welcome the guests near the side door of the middle exhibition hall.

Sharing customer resources

This is a comparison that small and medium enterprises can take under the condition of limited participation budget.

In the thirteenth China International Stone products and stone technology and equipment exhibition, Coda is the leader in the industry, and is the first in the number 5 of the national exhibition. The 5613 of the undercover 5613 can be described as "silver place", because it is a double opening booth and is located beside the main channel, and also stands with the leader, but the booth price is higher.

And if "5617" and "5621" are worth the gold position, they will not have much money to spend.

At the 2004 China international communication equipment technology exhibition, renesha chose his booth to be next to NEC and YAGEO. These two heroes escorted him.

No one noticed that it did not buy a standard booth, but did a variation booth.

This is a tactic commonly used by foreign exhibitors.

When they first participated in the exhibition, the budget was limited and they could not afford special wear, but the exhibition quality was good, and they could not be obscurity. They would often buy 2-3 standard stalls and push them through the whole atmosphere.

Ambush the leader

If your company wants to introduce a new product at the exhibition, or if you want to compete with the leader in the industry, you should be more selective.

A clothing company in Fujian wanted to introduce a sportswear costume during the sports fair. Their marketing manager Wang Wei chose the booth to be on the side of the Li Ning Co.

He thought: Although we spent 200 thousand yuan to build 108 square meters of special exhibition booth, the booth rent of other exhibitors is still about 20% cheaper than that of the main channel. The old customers of Li Ning Co and the sports clothing dealers who want to see what Li Ning Co is doing at the exhibition will pass through me. I can attract the audience's eyeballs by organizing extreme sports performances, model fashion shows and award-winning interactive ways, and it is possible to achieve the purpose of promoting the brand.

Wang Weidu is, Li Ning Co will quietly participate in the exhibition, he really bet on the right!

The result is: the prize has been finished in second days, the information desk has been collapsed by the audience, and the 10 thousand materials are all over.

Coincidentally, the audience who visited the communication exhibition at the No. 4 Pavilion of the National Exhibition found that the SK communications company of Korea started a competition with Samsung.

SK has become the hottest booth of the Communications Exhibition by organizing the Korean youthful beauty, the cool dance performance, the award-winning question, sending the mobile phones and visiting the booth to send roses and candy, and the Samsung Corp opposite to it has been quietly suppressed because it has not organized any interactive activities, and has been reduced to the accompanying reading of Tai Zi's reading.

In fact, the earliest bookings for SK were in 4620 and 4610. When they learned that Samsung chose 4710, they would immediately return the booked booth and get 4510 at a higher price.

On the first day of the launch, according to the arrangement of Samsung's activities, the performance time was adjusted accordingly.

When Samsung customers reach the exhibition area, SK's performance will start on time. When Samsung employees are in a daze of the cold showroom, the SK booth is laughing and talking. The staff of SK are patiently answering customers' questions.

Of course, there are prerequisites for using the above tactics.

If you are different from the leader in the industry, you can consider adopting the "Fujian mode" to attack one point, regardless of the rest, and win by surprise.

If you have a match with the leader of the industry in some way, you can also take the "SK" mode and attack it in all directions.

But everything must have a degree, too much, some exhibitors seem to lack a little effort in grasping the heat.

Free from all sides

Let's take the 1A Hall of Communications Exhibition as an example.

From the selected position analysis: 1122, 1123, 1124 and 1125 are good booths, but at the scene, 12251210 and 1130 exhibitors have organized large-scale and high frequency performances. Due to the coincidence of the arrangement time, the accompaniment music is deafening after the start of the activity. If you want to talk with the customers, you must shout loudly at other people's ears. No audience is willing to insist on business negotiation with you when the noise is high up to DB.

It enlightens you that before choosing a booth, it is better to know the habit of exhibiting an ambush target. If the other person is also the one who likes shouting at the exhibition, you'd better save it.

Because customers will be shocked by its loud voice.

Create a cold war by originality

Some exhibitors really took a lot of thought when choosing the booth.

They studied the needs of the audience and found that the rents near the staircases, toilets, snack bars and cafes and other public service facilities were lower, because traditionally these locations were considered to be partial, but the traffic of these locations was not low, so they set up booths here, hoping to catch more professional customers.

But the actual effect is often unsatisfactory.

Because the audience here has a clear purpose. It is a rush to come and go.

If you want them to slow down and walk into your exhibition area, you need creative activities, or create a consumption experience or give nice little gifts, but in this area, it is more suitable for doing some survey activities.

Penny wise,pound foolish

Whenever the exhibition is coming to an end, there will always be some small business hawkers, such as bags, clothes, gifts and so on, which are not related to the contents of the exhibition.

When they choose their places, they want to have more than one booth and then switch to small business hawkers. Some exhibitors are even more successful. They share their booths with "guerrillas".

The advantage of doing this is to return the exhibition fee back to the industry, but in the end it is your own.

If I am a client who comes to your booth, but when I meet a telescopes selling them there, I will think that your company's credibility is not good enough, and even the booth is all down.

Your colleagues may also be reluctant to nod your way, because a stall will appear at their booth, which will also affect their business activities.

Besides, the products sold by guerrillas in these exhibitions are not guaranteed by quality. Cutting a knife is a knife. Exhibitors and spectators are easy to recruit.

Group exhibitors are likely to blacklist you. They are worried that the "guerrilla" will affect the quality of the exhibition, and they will be afraid to hear complaints from exhibitors.

You see, to offend so many friends for a small profit, is it a bit of a gain?

In short, the selection of booths should achieve the goal of blockbuster. In the process of exhibiting, you also need strict planning and accurate implementation capability.

If you are not sure about making a big fortune, you should choose a booth at the back of the leader. At least, when you see an endless stream of visitors, you will not be sorry for the cost of the booth.