What Is The Purpose Of The Exhibition?

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< p > exhibition organizers invite the potential exhibitors to participate in exhibitions. They often encounter such questions: "can we advertise products or services, why should we attend the exhibition?" "how much reward can we get from participating in the exhibition?" "how can we participate in the exhibition in order to be more successful?" then listen to how the president of Stephen Media.Inc, President of the US Penton Media.Inc, "let the exhibitors know the value of < a href= > http://www.91se91.com/news/index_z.asp", may find a perfect answer for the organizers and give some revelations to exhibitors.

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< p > does the exhibition organizer realize that exhibitors' greater success also means that they have succeeded because exhibitors are likely to become the unanimous old customers in the exhibition industry.

Mr. Sind proposed that organizers, contractors, pporters and designers should re educate the exhibitors so that they could understand the value and role of the exhibition.

Mr. Sind used his findings in a study conducted in the United States to illustrate his point.

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< p > the goal of positioning Exhibition: Sales < /p >

< p > Mr. Sind analyzed that successful exhibitors made more use of exhibitions to promote sales, not just as a tool for liaison.

At the same time, these successful exhibitors explicitly sell products as the main purpose of exhibitors.

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< p > 1., sales related goals are more easily measured than /p.

Less than P, sales can be quantified. The number of potential customers and the number of orders can be easily obtained. All of these will help exhibitors to understand whether their goals are formulated reasonably.

The research survey will be listed below < a href= "http://www.91se91.com/news/list.aspx Classid=101112106110 >" exhibitors marketing purpose < /a > list of the following degree: < /p >

< p > Objective: importance (percentage) < /p >.

< p > (1) to judge new customers 42.4% < /p >

< p > (2) enhance the image of the product 38.6% < /p >

< p > (3) discovery of new customers 37.4% < /p >

< p > (4) directly explore qualified customers 32.2% < /p >

< p > (5) find new customers from existing potential customers 29.1% < /p >

< p > (6) get order 16.9% < /p >.

< p > from the table, except that clause (2) is related to sales.

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< p > 2. attracts buyers > /p >

< p > according to the survey, 70% of the visitors are planning to buy 1 or more products, 3/4 of them will buy 1 or more products, and 14 of the 15 people say that the exhibition has affected their purchasing decisions.

Mr. S ind reminded the exhibitors that although some visitors regarded entertainment as entertainment, on average, 83% of the audience could affect their purchasing decisions, and 83% of them had the right to decide what to buy or procure, or to recommend to the purchasing department, so the spectators paid money to come to the exhibition, and they hoped the booth salesmen would give them detailed publicity.

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< p > 3. attracting new buyers < /p >

< p > research shows that about 88% of the audience has not been promoted by exhibitors within 12 months before the opening of the exhibition.

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< p > 4. cost saving < /p >

Exhibitors will have face-to-face communication with customers at P exhibition, which will save 30% of the expenses.

Mr. S ind compared the cost of individual door-to-door promotion with the corresponding cost at the exhibition, the former being $302, including the wages, pportation and entertainment expenses of the sales representatives, while the latter was $230, including booth design and construction, freight charges for exhibits and travel expenses of exhibitors.

This is 56% cheaper than direct sales.

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< p > 5. save time < /p >

< p > according to the research, the exhibition accelerated the whole sales process and reduced the return rate of 40%.

For successful sales, the number of visits to traditional sales is about 3.7 times, while the exhibition is only 1.3 times without any post exhibition visits, up to 48% of the total.

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< p > understand your audience < /p >

< p > Mr. Sind explained that the interviewees of the survey were 1000 high level decision makers, 71% of whom were authorized or authorized to make purchase decisions. They participated in 4 to 5 exhibitions every year. They knew well what the difference between exhibition and advertising and other marketing methods was, and how important the exhibition was to its final decision.

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< p > decision makers collect relevant information before purchasing, while 90% of respondents believe that the exhibition is their first choice.

In addition, the survey shows that the audience will take practical actions, which are all related to sales.

26% of the audience will sign the purchase order, 77% will find at least one new supplier, 76% will be able to find the offer, 51% of the requirements, the exhibitors will send the sales representatives to the company for a return visit, and 94% of the visitors will go shopping like shopping.

Mr. S ind also stressed that product and service information is very important to those who have decision-making power.

67% of the audience needs to have in-depth product information, and 62% needs to help them evaluate the information of products and services, while 59% is more interested in the performance ratio of similar products.

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< p > integrate all kinds of < a href= "http://www.91se91.com/news/list.aspx Classid=101112106110" > marketing means < /a > /p >

Mr. P > Mr. Sind emphasized that various marketing methods (such as direct mail, direct sales, advertising, public relations, telephone / fax sales, Internet, etc.) should be used in conjunction with exhibitions in order to find the perfect combination between them.

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< p > he emphasized again and again that we should not neglect pre sale sales.

The study, which was conducted in 1992 in the US and updated in 2000, shows that marketing means such as advertising, press conferences, direct mail before the exhibition are more conducive to attracting high-quality audiences to visit the booth.

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During the P exhibition, the percentage of audience attraction was increased by integrating the following promotional activities: advertising was 46%, sponsorship exhibition was 104%, press conference 77%, and entertainment event 86%.

Mr. S ind summarized the research findings as follows: successful executives of the participating companies are very concerned about and support the exhibition, and invest more budgets in it. The establishment of a comprehensive sales target before the exhibition and the perfect integration of various marketing tools at the exhibition are indispensable means to ensure their profits, brand image and high return on investment.

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