Attracting Customers' Attention With The Advantages Of Exhibition

As a traditional marketing promotion mode, the exhibition, as a result of its exposure to many dealership agents or target customers in a relatively concentrated time, makes the exhibition economy relatively prominent. It also makes him a magic weapon for marketing promotion of many enterprises, which also promotes the development of the exhibition economy at a certain level.

But from the marketing mix of marketing system, the exhibition itself is just like the media. It is a platform for information exchange with neutral essence.

Promotion of a common link in the system.

Whether the exhibition itself is successful or not depends fundamentally on the quantity and quality of exhibitors and professional buyers. However, after the vigorous development of the exhibition economy in recent years, the quality of the exhibition has also been uneven. Strictly speaking, a successful exhibition should be a win-win situation for the organizers, exhibitors and professional buyers, rather than the serious imbalance between the quantity and quality of exhibitors and professional buyers in many exhibitions at present.

As exhibitors, most of the enterprises participating in the exhibition are to realize the purpose of commodity marketing and brand promotion, but it is not enough for exhibitors to participate in the exhibition only, because it is also dependent on many factors to succeed in attracting dealership.

Usually, for exhibitors, the good use of the exhibition can win the market of one side for exhibitors, and it is a good funnel for money destruction. After the exhibition, it is full of regret.

For this reason, many enterprises have successfully employed the professional marketing planning company to hold the exhibition successfully, and have been playing various marketing through the exhibition site, such as:

Event marketing: through the planning of events, create a sensation in the exhibition site, and then use the power of the media to spread.

Beauty marketing: through planning, attracting attractive eyeballs to produce some connections with products or brands, so as to attract popularity and achieve the purpose of brand promotion, this has become a beautiful landscape in the underwear exhibition.

Entertainment marketing: through planning and organizing, setting up stage on the exhibition site, attracting people's popularity with various entertainment shows, and then achieving the purpose of brand promotion through interaction with the spectators.

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But with

With the intensification of competition and the large number of exhibitors, enterprises want to use the exhibition platform to quickly achieve the marketing purpose of their enterprises. Many exhibitors have been drowned in the vast sea of exhibitions, which has led many enterprises to complain about the effect of exhibiting is not as good as before. However, in the face of the tempting results of exhibitors, many enterprises are holding the mentality of "gambling": go to the capital cost of pure profits, instead of exhibiting their profits every time.

Even the white hot competition has led to the fact that many enterprises have already expanded the number of new customers from the past to how many old customers they have retained, because exhibiting means to prove the brand to the market, and today's exhibition has become the fact that what the exhibitors do not necessarily enhance can not be displayed.

How will the growth enterprises and new brands with relatively weak strength use this seemingly "tasteless" marketing weapon? Through research, we find that the growth enterprises and new brands are not strong because of their comprehensive strength and brand awareness, but the commercial purpose they want to achieve is also very clear: investment or sales orders.

How to solve this puzzle? In the past three years, through continuous research and actual combat, we have found that although growth enterprises have their own strengths and weaknesses, but because of their flexibility, "as long as they recognize the principles of one China, they can talk about anything". Therefore, through strict screening, as long as the target customers are positioned more accurately, the mode of cooperation is more flexible, and they are planned and implemented with innovative models suitable for enterprises and brands, it seems that there is still much to do in the marketing of "seemingly tasteless" exhibitions.

First of all, enterprises should have market planning for exhibitors, that is, exhibitors should match the marketing plan of enterprises.

Because for many industry exhibitions, enterprises can not participate in all the exhibitions, and each exhibition has its regional characteristics. Enterprises can make decisions according to their regional market status and planning. If we want to focus on the development of East China, we can choose some exhibitions held in the East China region, so that we can more effectively and accurately target the target customers.

Secondly, grasp the positioning and category of their products to match the exhibition.

Nowadays, at the Shenzhen international underwear exhibition, it is not very good for the current underwear shop's profit situation. Because the underwear is hard to meet the diversified needs of customers, we have participated in the Shenzhen international underwear Exhibition for Yuet's home furnishing design, and have won the first opportunity from the very beginning by forming a good complementary relationship with the present situation of underwear distributors.

Thirdly, it is necessary to do some proper research for the exhibition to be attended. Exhibitors should not just look at the publicity materials and official websites of the organizers. As is known to all, there are too many false elements in the data, so we can understand the other colleagues' understanding of the exhibition and the reputation of the exhibitors. Besides, we can search for relevant information through the Internet search engine.

If there is not enough quantity and quality of professional buyers, exhibitors will have no significance in exhibiting.

At the same time, if you decide to participate in the exhibition, the most important thing is to do well in the system marketing plan before and after the exhibition so as to stand out at the exhibition site.

How to plan the series marketing activities with the advantage of the exhibition to attract the attention of the target customers and finally achieve the purpose of cooperation? It is recommended that the professional spectators (buyers) should participate in the market research before they participate in the exhibition, and have a deep understanding of their current situation and what they really care about, rather than just putting several samples of clothing in order to let the sales agents take heart.

According to the survey of Shenzhen international underwear exhibition, we have found that most of the clothing distributors who have grown up have not been short of good products. They are more concerned about how to sell their products. In view of this situation, we have organized the Dealer Marketing Forum. By hiring the first person of China Investment planning, He Junfeng, the teacher, at the scene, we talk about how agents can successfully invest in his market, and how to make real selling talks for real retailers, so that customers feel that Yuet ti will not only give you good products, but also teach you how to sell products well, attracting lots of attention from target customers at the booth, and achieving fruitful results. If we are in this year's

Finally, details determine success or failure.

A successful exhibition marketing must be carried out in every detail. For a exhibition activity, the early preparations, on-site execution and follow-up follow must be concretely implemented to who will finish anything. At the same time, besides the marketing agents, price system, product image, scene image atmosphere design, product manuals and other advertising agents, the communication skills and methods and product introduction skills of the on-site marketing personnel need intensive training, otherwise it will be difficult for customers to attract customers.

As a growth enterprise in China, we believe that as long as the fair use of this weapon is properly used, we will be able to achieve the goal of "ribs" through the innovative marketing planning and strict implementation of the system.