Analysis Of The Current Situation Of Communication In Clothing Exhibition Marketing

The target customers in reception are usually forty to fifty or more per day, and there is very short communication time with each visitor. And usually do not understand the visitor's personal situation. Everything needs to start with the initial communication. The noise from the scene and the inducement of competitors also cause obstacles for the same audience to accept information, usually on the next booth. Information dissemination This will lead to the loss of information on the previous booth. From this perspective, communication can only be repeated in many forms and frequencies so as to ensure that it will not be abandoned in the audience's memory.

Judging from the above performance, the intensity of communication in daily work is far from that in the exhibition. In such a competitive environment, how to successfully complete the exhibition task, ensure the effectiveness of the exhibition and achieve the expected goal of the exhibition? We need to make a comprehensive and detailed plan for the exchange process, division of labor and management.

In the professional clothing exhibition, exhibitors' booth design, exhibition development and display, price determination, exhibitors' training and requirements, the overall design of the fashion show, and the printing design of the corporate image are all transmitted to the clothing distributors, the news media and the public in a condensed way during the 3 day and 4 day exhibition. "Frozen three feet are not cold for a day", a large number of comprehensive and meticulous early planning work is the main factor for the success of the exhibition.

First of all, set up a professional exhibition working group and work together to organize the preparation work within the enterprise. enterprise exhibition The working group is generally composed of the preparatory group and the exhibition group. The project manager in the preparatory group is responsible for the project. The personnel are mainly publicity, advertising, public relations, finance, administration and logistics departments. The work includes selection of exhibits, transportation, design, construction, publicity, liaison, logistics and administration. The head of the exhibition group said the exhibition manager was mainly marketing manager, production manager, salesman, technician and so on. If there is no etiquette staff or interpreter, it can also be hired from outside the company. The main contents of the work include receiving trade people, introducing products, recording situations, negotiating trade, signing contracts, etc.

The most important thing in team work is to select suitable booth personnel. Although the special design of the booth can clearly reveal the brand connotation and cultural details of the enterprise, the key to effective communication still depends on the personnel of the exhibition booth. They can add fuel to the flames in the information transmission and refinement of the booth image, and are indispensable in promoting the achievement of the transaction results. This should attract the attention of the exhibition directors when attending trade fairs. The pre screening and comprehensive training should ensure that the booth personnel have a comprehensive understanding of our company's products, competitors' products and target customers' business knowledge, and can be flexible in establishing public relations, teamwork and time management.

Secondly, we should exchange with the exhibition organizers to study whether the location, time and professional subdivision of the exhibition are related to the enterprise. Marketing system Adapt. By understanding the status of the past exhibitions and the quality of the audience, we will clearly define the objectives of the exhibition. If it is the first time to participate in an exhibition, it is necessary to make the decision as soon as possible with the fastest speed.

The following exchange work also includes the exchange of design ideas with the decorating company designers to fully display the corporate culture; the exchange and training of exhibitors, according to the price reports of the exhibitors, the budget of the exhibition fees, the detailed exhibition plan, and the preparatory work around the plan.