Exhibition Marketing - An Important Export For The Enterprise Market

In the traditional marketing theory, it is only one of the means of market promotion. With the continuous development of its content, function, form and connotation, compared with other methods, the exhibition's status in the marketing strategy of the enterprise has been re recognized. Its functions and functions are mainly in the following aspects:

Exhibition is

Manufacturers, distributors and traders are platforms for communication, communication and business promotion.

Professional exhibition is a microcosm of the industry it represents. To some extent, it is even a market. Enterprises can establish and maintain relationships with stakeholders in the exhibition, harmonize customer relationship and establish the overall image of enterprises in the market.

Through exhibitions, enterprises can display their brands.

Through well-trained booth staff, active pre and mid sales promotion, attractive booth design and rigorous booth follow-up services, exhibitors' competitiveness can become radiant and easy to attract the attention of visitors.

The exhibition site has been provided.

A good chance to investigate.

On the one hand, enterprises can collect information about competitors, distributors and new and old customers in terms of products, prices and marketing strategies. They can quickly and accurately understand the development status and trends of domestic and foreign industries and the inventions of new products, so as to provide the basis for enterprises to formulate the next development strategy.

On the other hand, if an enterprise is considering launching a new product or a new service, it can conduct on-site surveys to visitors in order to see whether it is consistent with the characteristics of the target market.

Low cost.

Through the information channel and network provided by the exhibition, enterprises can communicate directly with the target customers in a very short time. They can send product information to specific customers and get instant response from customers.

According to the Commonwealth exhibition Federation, the cost of exhibition marketing is significantly lower than salesmen's sales promotion, public relations, advertising and other means.

Most well-known exhibitions usually attract media attention.

The use of media exposure can become the advantage of exhibitors and enhance their image.

The increasingly mature exhibition industry has more and more penetrating effect on modern marketing, and many enterprises regard exhibition marketing as a sharp edge to expand the market.

It is the responsibility of the exhibition organizer to attach importance to exhibition marketing and actively participate in attracting professional audiences for the exhibition.

The same exhibition may mean different results for different exhibitors.

As exhibitors, we should fully realize that the use of exhibition marketing is also a systematic work.

(1) clear objectives of the exhibition

The formulation of the exhibition objectives should be consistent with the overall market strategy of the enterprise, with practicality and measurability.

Generally speaking, exhibitors will have the following objectives:

Promotion and promotion of new products;

Harmonizing customer relationship and maintaining contact with old customers;

Contact more potential customers and professionals, and recognize strong buyers.

Corporate image promotion, product brand promotion;

Collect market information and conduct field research.

Find new marketing ideas.

The goal of every exhibitor will not be single.

A clear objective of exhibition is the key to the success of exhibition marketing.

(two) research and selection of exhibitions

Every year, there are many theme exhibitions on the same subject, and their contents, sizes and functions will be different.

In the end, what exhibitions should be chosen should be combined with the objectives of the exhibition and analyzed and carefully chosen according to the company's market strategy.

To study the industry trends, to know what important exhibitions have been taken by industry related companies, industry associations and industry magazines, and draw up lists of possible exhibitions.

To discuss with the exhibition managers about the number of spectators, occupation distribution, geographical distribution and paction categories of the previous exhibitions, understand the number of exhibitors in the past, and see which famous enterprises participate in the exhibition and their participation.

At the same time, the exhibition manager should be asked to send a detailed description of the exhibition and the analysis report of the past exhibitions, so as to judge the quality and characteristics of the exhibitions.

Compare the time, venue and booth cost of the exhibitions.

These are closely related to the overall market plan of an enterprise.

The time and place of the exhibition will lead to different objectives of the exhibition.

For example, participation in an exhibition that has not yet been opened up in the business area may focus on product promotion, market research and so on. In a more mature business area, the focus of the exhibition may be on the promotion of corporate image, brand promotion and customer relationship.

At the same time, you can also visit some non competitive exhibitors, relevant trade associations and magazines to understand the organisers' capabilities and the audience characteristics of the exhibition. From the previous exhibition catalogue, we can know which companies have participated in the exhibition and compare whether they are exhibiting and exhibiting in every session.

(three) preparations for exhibition

After the company has decided to participate in the exhibition, it has entered the stage of exhibitor preparation.

The organizer with rich experience will normally provide a detailed exhibitor's manual to exhibitors, and will make preparations for the preparatory work and time limit to be completed at this stage.

The person in charge of exhibitors should keep in touch with the exhibition manager and do the following work well:

Selection and confirmation of booth;

The design and construction of the booth.

Exhibits pportation;

Preparation of various publicity materials, gifts or gifts;

Training of staff and booth personnel;

(four) pre promotion

With the increasingly fierce market competition, the pre sale promotion becomes more and more important in the whole exhibition marketing plan, and its effect is even more prominent.

A well planned pre sales promotion can achieve a good publicity effect just like advertising and increase the attention of exhibitors during the exhibition.

The general pre promotion promotion plan includes:

Direct mail: before the exhibition, through electronic invitation, post promotional materials, or cooperate with the organizer in its external mailing materials, let your cooperation and potential customers know that you will participate in some industry exhibitions and specific booth numbers, and create a good image in their mind.

We should pay attention to the time and mode of direct mail.

Media publicity: develop a well planned media contact plan, select the right time to pass the exhibition information and Exhibition trends through newspapers and industry publications.

The content is innovative and clear.

Booth gifts: the right choice of booth gifts will bring vitality to the booth of the enterprise, help to establish brand awareness and attract more potential target customers.

Gifts should be personalized so that they can enter the hearts of customers.

We should also pay attention to the quantity and quality of the selected gifts.

High quality gifts will impress the participants, and quantity should be prepared according to the audience category data.

At the same time, special attention should be paid to the delivery of gifts.

Create a scarce atmosphere of gifts to activate the vitality of gifts and enhance the value of customers.

Do not allow visitors to pick up gifts at random. Instead, they should be presented as a "reward" to professional audiences who talk with company representatives or leave business cards, fill in customer information and watch product demonstrations.

All in all, innovative ways of using rewards can get twice the result with half the effort and attract more attention to your booth.

Sponsorship: during the exhibition, a successful exhibition organizer organizes various activities to make the exhibition more moving and icing on the cake.

Exhibitors can design some personalized sponsorship activities in advance according to the needs and organizers of the exhibition, so as to increase the exposure opportunities and enhance the image of the company.

For example, the fourteenth "Guangzhou international footwear, leather and industrial equipment exhibition", held in Guangzhou in June 2004, was hosted by Guangdong Footwear Manufacturers Association and Hon Hui International Exhibition Limited. During the exhibition, a leather manufacturer and organizer of Italy jointly planned the "tidal current corridor" to show the trend information of leather and footwear design in Italy, attracting many eyeballs for the exhibitors, and also adding many bright colors to the exhibition.