How To Make The Exhibition Achieve The Expected Economic Benefits

In the face of numerous invitations to exhibitions, enterprises are puzzled whether they will participate in exhibitions or exhibitions, what interests they can bring to the exhibition, how to make full use of the information of exhibition and communication enterprises, and how to compete with strong competitors.

Good planning.

There are two totally different kinds of enterprises in exhibition marketing planning. viewpoint And practice: some enterprises, including some well-known large enterprises in China, still can not break away from extensive marketing management. They often rush to battle, lack of pertinence in the marketing work of the exhibition, and the organization planning remains at the stage of imitation, lacking in in-depth research and innovation on their own brand unique style and unique sales proposition.

Another group of enterprises did a rigorous or even rigorous exhibition marketing plan to guide their work earlier in the exhibition. But in most cases, the original planning work is out of touch with the actual situation, consumption demand and social trend of the exhibition. Therefore, the effect of the exhibition has been greatly discounted. The reasons why the exhibition marketing has not played its due role are mainly concentrated on the following aspects:

First of all, there is a lack of scientific and effective marketing planning. In the face of numerous exhibitions, it is not possible to choose exhibitions that match timely, moderate and business marketing plans blindly.

Secondly, there is no strategic planning, only the exhibition. Marketing The work is treated as a transactional work, exhibiting in order to participate in the exhibition. What is the final purpose of the exhibition? What information will be transmitted to the exhibition? How to attract target audience? How to make communication win? None of these problems has been considered in depth.

Third, in the process of organizing and planning exhibitions, there is a lack of good communication between the internal decision-making management level and the executive level, between the enterprises and the outsourcing units, resulting in their own deviations in understanding the organization and purpose of the exhibition planning. For example, the products and brand culture that enterprises want to promote are disconnected from the style of exhibition booth and the way of organizing activities.

Finally, the budget is overestimated and the return of exhibition results is overestimated, resulting in inconsistency between the proportion of input and output of the exhibition. Recently, there has been a tendency in the domestic exhibition that the exhibition booth is built and the activities are organized to seek for luxury and luxury, ignoring the effect of the exhibition itself.

Exhibition promotion must be right.

In view of the fact that the companies doing well in exhibition marketing work, there are always some commonalities: the first step is based on the development of the company. Plan And marketing objectives, the advantages of enterprises (products, information, technology, services) or needs analysis, and then select the right way to promote the exhibition, and finally from the planning point of view how to win the resources.

Secondly, the organization of the exhibition plan should be flexible, including the consideration of future changes and competition, and the necessary feedback and adjustment mechanism.
Finally, the exhibition organization and exhibition planning should have strict process and responsibility division, and the special person is responsible for the project, emphasizing the coordination within the enterprise, and the coordination work between the enterprise and the outsourcing unit. I often hear complaints from some business owners: the original idea is this way, but the booth and activity plan that the outside company gave me is out of touch with the brand and products, but the change plan is impossible because of the time pressure, which makes the business owner frustrated. The internal organization of some enterprises is very loose, so that the information collected at the exhibition is not collected, and the promotion is not well done.

On the whole, exhibition marketing is a complex project. It is necessary to have a thorough plan, a road plan, a winning mode of promotion, a scientific division of labor and rigorous execution, so as to make the exhibition marketing really play a role.