6 Key Links For Promoting Investment In Exhibition

The exhibition is a promotional licence.

First, enterprise's own situation evaluation

In deciding whether or not to adopt the exhibition mode to promote franchising, enterprises need to assess their own situation.

By defining the location, characteristics and investment targets of franchising projects, it is necessary to assess whether the project is suitable for the promotion of exhibitions.

For example, a rural farming project or a small agricultural product franchising project is usually targeted at rural households or farmers, so it may not be appropriate to promote investment through exhibitions held in cities.

According to the stage plan of franchising promotion, we decide whether to invest through exhibitions.

For example, in the period of franchising, franchising mode is still not mature, and the franchised stores developed are also tentative. At this time, it is generally not suitable for large-scale investment through exhibitions.

In the light of franchising and promoting the target market of investment promotion, we will consider the regional exhibitions.

For example, it is planned to start the North China market. It is best to consider participating in the exhibition in the North China market instead of taking part in the exhibition in East China, even if your business headquarters are in Shanghai or Jiangsu and Zhejiang provinces.

Two. Selection and evaluation of exhibition

Not all exhibitions are suitable for franchising companies. To participate in an exhibition requires a lot of manpower and financial resources. A wrong choice of exhibitors is a huge waste for enterprises.

Therefore, we should conduct a comprehensive assessment of the exhibition before participating in the exhibition so as to achieve good results.

Generally speaking, the exhibition can be evaluated and selected from the following aspects.

1. the theme of the exhibition will be divided into three types: franchise professional exhibition, venture investment exhibition and trade exhibition.

The spectator's intention of the exhibition is relatively clear and the professional quality is relatively high. It is the main type of exhibition to promote the investment of franchising. The venture investment exhibition can also be considered. However, because the scope of participation is relatively wide, the spectators are relatively dispersed. Trade type exhibitions (such as beauty industry exhibition, food industry exhibition, etc.) can also be taken part in. The benefits of the industry exhibition are not only to attract people or organizations who have certain experience in the industry, but also to communicate with the upstream and downstream enterprises in the exhibition at the same time.

2. the influence of exhibition will be more and more.

3. the management and supporting services of the exhibition will be highly professional in the management and service of the exhibition. This will be seen in the contact and communication with the exhibition organizations and the exhibitors' manuals or exhibitors' manuals they provide you.

Professional investment fairs often provide venue services to join the club. If you want to strengthen the exhibition and promote the investment effect, this is a good choice.

4. the way and cost of the exhibition involve the direct cost of your participation in the exhibition.

Different exhibitions have different prices due to their location, size and location.

Knowing the cost of exhibitors is conducive to the quantitative prediction and analysis of the input and output of the exhibition.

5. be careful of the exhibition fraud. In recent years, the domestic exhibition industry has been flourishing, and the backward management of the exhibition industry has provided the criminals with the opportunity to defraud money.

Exhibition fraud occurs frequently, especially in the franchise exhibition area.

These swindlers often invite exhibitors in the name of a certain government department or industry organization. Some of them are completely fabricated, non existent trade associations, cooperative associations and so on.

In the process of recruitment, it often exaggerates the situation of recruitment. It claims that a certain company has already signed up, and how many companies have signed up for the exhibition.

Once you believe the other person, when you send the exhibition fee to the other person's account, when you contact the other party again, the other party has vanished without trace.

Therefore, when choosing the exhibition, we must carefully investigate the exhibition's hosting and contractors' background, and don't fall into the show scam.

Three, choose a good booth.

When deciding to take part in an exhibition, you have to choose one.

1., the location exhibition hall is also like supermarkets and department stores and other retail stores. There are also rules of movement of people.

When booking a booth, the organizer of the exhibition will provide you with a floor plan. According to the plan, you can know where the entrance of the exhibition hall is, where is the exit and which channel is the main channel.

Then, the layout of the plan is chosen to select the booth.

According to the author's experience, the best booth is, of course, the first (or the first row) booth of the entrance to the exhibition hall, followed by the booth along both sides of the main channel, and then the terminal booth.

The so-called end booths, which are divided into many rows in larger exhibitions, are booths at the two ends of each row. They are like the location of the supermarket's terminal shelves, which often attract more eyeballs.

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2. when we choose the booth for permeability, we also need to consider whether there are several walls on the booth, and several sides are pparent.

The most common stand is the three sides of the wall, only one side is permeable to the audience. This kind of booth is relatively simple. Generally it only needs to be designed on the three sides of the wall. The drawback is that the three walls are limited, and it is not convenient for the design of the form. Moreover, it has only one side, and the attraction is relatively small, and it is not very convenient to communicate with the audience.

A good stand is a pparent booth with two or three sides, only one side or two sides of the wall. Such a booth costs less in design and layout, and can attract people in several directions. The audience can walk in and get better exhibition results.

Such a booth is usually at the entrance or end of the exhibition hall.

There is also a booth with no walls on each side, which is relatively large. It is often combined with several standard booths. Its characteristics are convenient to make modeling and easy to create atmosphere to attract the audience to enter. The disadvantage is that there are four walls in the exhibition hall, and there is no way to design image walls or hang up promotional maps.

This situation is more suitable for special exhibition booth, but the cost of design and layout is relatively high.

3., if your franchising project is a relatively new project, it is not well-known enough.

If the funding conditions permit, we should try to choose a good location and more pparent booth, so that the promotion effect can be easily obtained.

If the cost budget is tight, you can also consider some other borrowing skills.

For example, choose a booth which is next to a famous brand. Maybe this famous neighbor will bring you a lot of popularity.

4. make sure the booth is carefully inspecting in advance. If you have decided to attend an exhibition, you must seize the time to confirm the booth with the organizer of the exhibition.

A good booth in an influential exhibition is always a hot potato. If you hesitate, you may be caught up by other companies or even your competitors. You certainly don't want to lose such a good opportunity.

Four, how to prepare well before participating in the exhibition.

1. the establishment of a participating working group involves a series of work. Therefore, after the exhibition is confirmed, it is necessary to set up a participating group to take charge of the preparations for the early stage of the exhibition, the implementation of the exhibition site, and the follow-up evaluation of the exhibition.

The working group is composed of relevant personnel and appointed a principal person in charge.

The working group needs to make an exhibition plan to list all the related matters, so as to avoid any omissions.

2. prepare publicity materials and related communication tools as the exhibition activities for the purpose of franchising and promoting investment. Before the exhibition, sufficient publicity materials and relevant communication tools should be prepared.

Corporate brochures or coloring pages

The investment manual for the franchise project is introduced.

A video or CD-ROM for franchising projects.

Audience registration form

Application form

Business card, including the staff at the exhibition site and the business card of the franchisee.

3. do a good job in booth design and layout.

Although the exhibition staff is the decisive factor for the success or failure of exhibition activities.

But there is no doubt that a beautiful booth is more attractive than an empty white platen.

After the booth has been identified, the design and layout of the booth will be necessary.

In many cases, these jobs can be handed to professional design companies, and they will become more professional. Even so, as exhibitors, you also need to check the whole design and layout.

The design of the booth should take into account some basic environmental factors, including:

The flow of people: which direction will the audience come from? Maybe we need to adjust the booth design or arrangement accordingly.

Height of exhibition hall: especially when making special exhibition booth, we need to consider the high and prominent objects.

Aisle floor color: in general, you can use a color with sharp contrasts with the aisle color as the interior color of the booth.

Width to go

There are other requirements or restrictions for the exhibition booth design and layout. Besides, the design and layout of the booth should also take into account some details, such as:

The lighting, including the brightness and color of the lights, should not be too dim for your booth, especially if you want to highlight something.

Words and characters must be refined, including the words on the poster. The text on the booth does not need too much, otherwise the effect will be very confusing or unable to attract the attention of the audience.

The key point is to show the most striking place in the booth for goods or articles that need to be highlighted.

The layout of the table and display stand should be reasonable, not too crowded, so that the audience can easily get in and out.

If you have video or CD player, you'd better put it on the side of the aisle so that you can easily attract the audience.

4. the pre exhibition training for the staff at the exhibition site, many companies spent a lot of money to make a beautiful booth, but they did not realize the key role of the booth staff on the exhibition effect.

According to the survey, more than 90% of the exhibitors in the country lack pre - training training for exhibitors.

I often notice that the poor performance of many exhibitors at the franchising exhibition has a negative impact on enterprises, and these poor performances can be avoided by pre training.

Pre training can include the following basic elements:

Basic etiquette and dress requirements

Basic knowledge of franchising

Introduction of franchise projects and franchise policy

Field communication skills

Frequently asked questions

Special case handling at exhibition site

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5. the pre exhibition pre work exhibition site is also like the retail store. The creation of popularity has a great influence on the effect of the exhibition.

In addition to the planning and performance of the exhibition site, before the exhibition, we can do some preheating work for the exhibition, such as:

Call your intention to join the franchisee and invite him to come to the exhibition site for observation and consultation.

By e-mail, you will inform people who may be interested in your franchising projects.

Through related media release your franchise investment plan, and inform you can go to the exhibition site to consult and so on.

Five. Management and skills of exhibition site

1. organizing and managing successful exhibition activities at the exhibition site requires good organization and management.

Generally speaking, a booth needs different division of labor among exhibitors, exhibitors and booth managers.

The exhibition manager is the person in charge of the booth, who is responsible for all the organization work inside and outside the booth, including the management, schedule and personnel adjustment of the exhibition site staff, the solution of unexpected events, and the logistics of the on-site personnel.

The exhibition manager needs strong leadership and has the spirit of hard work. He (she) should be the first person to come to the booth and leave last day.

The promotion of investment personnel is responsible for attracting spectators and promoting franchise projects to the audience. Their communication skills often determine the effect of exhibitors.

A good promotion of investment personnel can quickly catch the audience's concerns and quickly attract each other, and even let the other party make decisions on the spot.

Demo.

Some projects may require specialized people to demonstrate products to the audience. This can not only reflect professionalism, but also a good way to attract audiences.

2. communication skills at the exhibition site

Preparation.

Before the exhibition opens, we need to do a lot of preparatory work, such as display and display of products, joining promotional materials, computers for demonstration, etc., as well as the position of staff standing.

Full preparation will enable you to be very busy and well organized, or even if there are not many spectators to come, you can create a warm atmosphere.

People often do not want to go to the cold showroom.

Close.

The promoter should stand in a position close to the aisle and actively seek eye contact.

If your eyes are responding, you should greet each other and greet your audience with a friendly and open question.

For example, "Sir, where have you seen our brand before?"

Wait.

Generalize.

When the audience shows interest, you must immediately grasp the key points that the other person wants to know.

A general introduction of the distinctive features of the project, especially the need to be concise, with 3-5 key points.

Introduction.

When the audience shows the intention of further understanding, you can invite him (her) to sit down and introduce in detail what he or she cares about, including answering questions of the other person.

And in the process of communication to understand each other's background, economic strength and so on, in order to judge the other side's cooperation intention and whether to meet the conditions of joining.

Sum up.

When you understand each other's background and needs, and introduce all aspects of the project, it is best to summarize the key points of communication, which makes it easier to strengthen understanding of the other's views and needs.

Registration.

In the entire communication process, you need to fill out a record form of audience communication, record the background of the other person, and join the intention, including the audience's telephone, e-mail and so on.

Information.

It is very difficult to talk about all the details at the exhibition site. At this time, the most important thing is to know clearly the basic intention of the other party, the way of contact and so on, and provide the other party with corresponding project information so that the other party can have a better understanding of it, and you can also make an appointment for further interview on the day after the exhibition.

Evaluation.

After each conversation, it is better to make a review and evaluation of the communication process and see which links need improvement.

After each day's exhibition, all staff members need to summarize and evaluate the situation of the day, and explore better methods and skills.

3. ways to improve the investment effect of exhibition

Franchisees say that if your existing franchisee is willing to participate in your investment promotion activities, that's the best thing to do.

Franchisees are often more persuasive than you to persuade people who want to join.

It is also a good method to sign the intent agreement on the spot to facilitate the signing of the intent agreement at the exhibition site.

In general, only a small amount of cash is paid on the spot.

Some franchising companies even publish the area that has signed or signed the agreement of intent at the exhibition site, so as to create a sense of urgency.

Of course, franchising needs to establish a long-term and stable cooperative relationship, not only by attracting investment skills, but also achieving success.

If you have the conditions, you can hold a special seminar at the same time, invite the audience to participate in the exhibition, so that you can avoid the noisy exhibition hall for special promotion, and the results are often good.

A professional exhibition can offer a lecture hall to provide a briefing session, but generally it is necessary to make reservations in advance. As an enterprise setting up an exposition, it is also necessary to prepare ahead of schedule.

Six. Work after Exhibition

After many exhibitions, all the work of the exhibition is over.

There is no follow-up follow-up to the intention to join the customers, nor does the summary and evaluation of the exhibition work, so that the effect of the exhibition is greatly reduced.

In fact, the work to be done after the exhibition is not complicated, but it will achieve good results.

1. tracking the audience with intention to join.

Within one week after the exhibition, prioritize the audience's registration form and record form according to the exhibition site. They can get in touch with them by telephone, fax, e-mail, etc., and provide them with further information, or invite the other party to visit and further communicate at headquarters or model stores, so that they can enter the normal procedure of joining qualification examination, negotiation, and signing the contract.

We should express our thanks to those who give up joining the club and hope that they will provide suggestions and suggestions.

If possible, send a small gift to the audience, so that he (she) has a pleasant surprise, so that even if he (she) will not become your franchisee, it may become a loyal customer of your brand.

2. evaluation of the effect of the exhibition. Within a week after the end of the exhibition, it is necessary to evaluate the overall work of the exhibition.

Including the input and effect of the exhibition, the skills of exhibitors and so on, the conclusion will be the basis for greater success in the next exhibition.