How To Grasp Exhibition Marketing And Create Maximum Benefit

According to industry analysis, enterprises expand in the form of exhibitions.

First, how should an enterprise choose an effective exhibition?

In all parts of the country, various fairs, orders and exhibitions are held at all times. For enterprises, the purpose of participation is varied: Publicizing corporate culture and business philosophy, promoting new products and expanding new markets, and seeking exchanges and cooperation among industries.

In order to participate in the exhibition, the first thing to consider is the purpose of the exhibition and the objective of the exhibition. Then, when and where and where to attend the exhibition will be considered. Secondly, the organizer of the exhibition will be selected to confirm its qualification, reputation and brand.

There are also high quality brands and fake and shoddy products. In order to protect our exhibitors' rights and interests from being infringed, we must seriously discriminate the organizers' qualifications, reputation and popularity, see whether they have complete business license, permit, have economic strength, and have a fixed office location, so as to determine the quality of their exhibition qualifications. Thirdly, we should assess the quality of the exhibition by investigating the scale, specialty, scale and advertising input of the exhibition, so as to further reduce the risk of exhibitors. Finally, we need to know more about the venues, charging standards and the attitude of the colleagues to the militia. Just like commodities, the exhibition.

Two, how should enterprises do well in the work of exhibitors?

When the enterprise decides to sign up for the exhibition, it must immediately select a favorable booth, do a good job in the budget of the exhibition fee, draw up a detailed exhibition plan, and complete the work carefully and conscientiously around the plan.

(1) pre exhibition work

1, design and work out the layout scheme of the booth. In order to achieve good display effect, highlight the image of the enterprise. This requires not only the novelty and originality of the booth layout, but also the decoration features and the application materials of the booth.

For example, color matching, lighting design, wall floor design and construction, exhibition display, and so on, all have special requirements which are quite different from the general living environment, which can greatly arouse the wide attention of visitors and target customers, and deepen their impression.

2, design and packaging exhibits: exhibiting exhibits to visitors and target customers is an important 51 day in exhibitors.

Facts have proved that sharp packaging, eye-catching display, sound, light and electricity effects, combined with pictures, images and concise text descriptions, and on-the-spot exhibition demonstrations, will enable the exhibits to expand rapidly and achieve ideal results.

3, the compilation and production of publicity materials: according to the different themes and purposes of the exhibition, we need to develop different slogans for the exhibition, compile different publicity materials, and require concise texts, new designs, exquisite designs and rigorous printing.

4, souvenir production: for visitors and large audiences, a beautifully designed and meaningful souvenir can enhance the impression and maintain a longer publicity effect.

5, the training of exhibitors: the words and deeds of exhibitors are undoubtedly the most representative and reflection of corporate image and corporate culture.

Therefore, we must strengthen the training of exhibitors, including good manners, polite language, professional quality and professional ethics, so as to make them a first-class, elite and highly qualified exhibition team.

(two) extension work

1, understand the trend of industry development and observe the development trend of the industry, collect all kinds of valuable customer information and industry information.

2, vigorously carry out various publicity and public relations work; focus on visiting some target exhibitors and potential customers, exchanging information with each other, further establishing partnership, promoting cooperation projects, and seeking partners.

3, actively participate in various industry exchange activities arranged by the exhibition, and publicize corporate culture and establish brand image of enterprises (products) through lectures and special lectures.

4. Exhibition demonstrations will be held at the exhibition site to distribute corporate (product) publicity materials and selectively give souvenirs to target customers.

(three) post exhibition work

1. Summary after the exhibition: a considerable number of exhibitors will win the big escape after they have been withdrawn and return to the units to hand over the collected business cards or arrange them into the computer, even if they complete the exhibition.

In fact, we should also make a comprehensive summary of the implementation of this exhibition.

Compared with other exhibitors, we can find out the successes and shortcomings, absorb experience, and strive for better participation in future exhibitions so that our exhibition level and quality will be improved.

2, make reasonable use of information and track customers: classified information should be collected for the valuable information collected at the exhibition; and key customers and potential customers should be followed up promptly after the event.

3, readjusting the trend of enterprise development strategy; according to the industry development trends and industry trends, we should strive to find the gaps and deficiencies of enterprises, and readjust and optimize production structure and management level as soon as possible, and identify new development strategies and new goals and objectives of enterprises.

Analysis of enterprise participation decision

Enterprises often receive information and telephone calls from various exhibitions. Choosing a good exhibition that helps the sales and image of enterprises is a problem that business decision-makers should consider.

Set goals

Various enterprises should set goals for exhibitors according to the specific conditions of enterprises and products.

Maintain or establish the image of exhibitors.

Exhibitors are both time-saving and labor-saving for enterprises to establish their image.

For new enterprises, exhibitors can help enterprises establish customer relationship in a short time, enter the market and be accepted by the same industry.

For old enterprises, more attention should be paid to regular participation in some influential and large-scale professional exhibitions so as to communicate with customers regularly.

Increase understanding of the market.

Especially for professional exhibitions, it is easy for exhibitors to understand the development of other enterprises, product status, and even technology secrets.

In addition, to understand the needs and potential of the market in communication with the audience.

These understanding is more intuitive and accurate than daily market research.

Publicize products and services.

The exhibition is a three-dimensional advertisement, providing an opportunity for exhibitors to fully display their products, so that customers can enhance their understanding of product services and facilitate customers to accept them.

Sales and turnover.

Although the exhibition is short, in order to facilitate customers to communicate directly with merchants, most exhibitors hope that some agreements or intentions will be reached at the exhibition.

decision analysis

After setting the target, enterprises can screen all kinds of exhibitions in order to make the best choice.

Exhibitions are often divided into international exhibitions and domestic exhibitions.

Some exhibitions are very extensive, such as expositions, while some professional exhibitions are limited to the industry. On the other hand, some exhibitions focus on the display of products, while others focus on trade exchanges.

Exhibitors must first understand the nature, scale and scope of the exhibition, and then focus on it.

For professional exhibitions, the time of exhibitions is very important.

If the exhibition coincide with the economic prosperity of the industry, the effect of the exhibition will be good.

Therefore, exhibitions are usually popular at the beginning or end of the year, because this time is usually the time for enterprises to make plans, and the participation or visit of enterprises may have an impact on both sides.

The venue is also very important. The site of the exhibition is an important factor to attract exhibitors and spectators, which is directly related to the market of products.

The organizers of the exhibition are the soul of the exhibition. Excellent organizers mean that the exhibition is half successful.

Budget well

It is very important for exhibitors to do well in the exhibition budget. If the calculation is correct and continuous, then trade fairs will be a good investment for small businesses.

In making budgets, we need to keep in mind the following items: booth space, construction and demolition, special advertising gifts, pportation costs, audio-visual equipment, electricity expenditure, telephone service, subsidiary materials, personnel expenses, telephone services, subsidiary materials, personnel costs, advertising, air tickets and wine shop accommodation.

When the cost is determined, a job sheet should be prepared to analyze the economic situation: what is the return on investment? The total amount of sales is divided by the total expenditure of the exhibition.

How much is the cost per sales leader? This is equal to the total expenditure of the exhibition divided by the number of sales leaders.

Send out invitations

For the success of the exhibition, you should send out some invitations, annotate your booth and some new service items and new product information, and share these new service items and new products with your customers or potential customers.

Of course, you can make good use of the special invitation for exhibitors.

The first reason people decide to attend a trade show is that they receive invitations from exhibitors or their sales agents.

Share information with potential customers who are really interested, instead of sending large numbers of invitations to people you hope will be interested in your new product service.

It has been suggested that 25% of the exhibition fund should be spent on invitations.

Avoid misunderstanding

Before entering the exhibition, enterprises should avoid mistakes.

Pursue low exhibition fees.

The first consideration of some enterprises is the exhibition of low booth fees. However, the booth fees of organizers include pre exhibition publicity, construction, information and other services. The low booth fee will often be greatly reduced in service.

One-sided pursuit of the scale of the exhibition.

Some exhibitions are huge and omniscient, but "broad" is not "profound".

Exhibitors and spectators are more complicated than others. It is difficult for enterprises to achieve the desired results.

Therefore, enterprises should first consider the professional trade exhibition. The exhibition is different from the fair. Even the Canton Fair will last for more than ten days. It is impossible to sign the intention or cooperation contract in a very short time.

The exhibition is actually a more direct update of the more stereoscopic advertising, its effect does not have to be seen immediately, short time to make business as "the night of the sky."

Therefore, exhibitors should pay attention to whether they can fully display enterprises and products during the exhibition period, establish enterprise image in the same industry, contact new and old customers, and tap the market potential.

In short, enterprises that are prepared to attend the exhibition can understand the exhibition by sponsoring or undertaking the introduction, information, past publications and related newspapers and magazines, so as to give full consideration to making appropriate choices.