Exhibition Marketing: Flexible Combination Strategy

"P >" exhibition company "is a common concern when marketing a href=" http://www.91se91.com/news/index_z.asp "> exhibition < /a > project.

If an exhibition company is not satisfied with the sales volume of an exhibition, the following measures will normally be considered first: < /p >

< p > 1., increase advertising efforts, so that more exhibitors will be interested in the exhibition so as to expand the scale of potential market; < /p >

< p > 2. through strict control of cost and scale operation, the quotation of exhibition will be reduced to increase the number of effective market purchasers; < /p >

< p > 3. to make appropriate adjustments to the exhibition so as to reduce the eligibility requirements for potential purchasers; < /p >

< p > 4., develop a more competitive marketing mix and strive to occupy a larger share in the target exhibition market.

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< p > the above measures are consistent with the conventional general marketing methods, and can play a role in a period of time. But from the long-term strategy of the development of MICE industry, it seems that something is wrong: < /p >

< p > 1. advertising is not much better, the cost is need to be considered.

Therefore, the channels of advertising distribution should be treated differently according to the special circumstances of different industries. Some can attract the attention of academic circles, others can be recommended by powerful trade associations, others rely on the support of relevant government departments.

Putting the emphasis on the most authoritative institutions in the industry will achieve better results.

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< p > 2. exhibition price should not be changed easily.

Strictly controlling costs and choosing appropriate a href= "http://www.91se91.com/news/index_s.asp" > business mode < /a > is a matter that every company should pay attention to in every period. However, in order to attract more potential customers, it is necessary to make use of all possible ways to reduce the price of exhibition quotations. It should be decided after the market forecast has been made, and the sale price must not be reduced because of the failure to complete sales, which will make the organizer lose credibility.

There is a limit to reasonable cost savings. It should also be a consistent pursuit of low cost, which will inevitably lead to a vicious circle of price wars in the industry.

The price decision must be prudent. It must be based on a detailed, real and prudent market analysis. Once it is decided, it should no longer be changed. Otherwise, the future trouble will not only be the company itself, but also affect the interests of the whole industry.

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< p > 3. the method of reducing exhibitors' qualification can never be carious at any time. Although this method may attract some customers who are not qualified to participate in the exhibition, the overwhelming majority of exhibitors will be cheated and lose more customers. The reputation of the exhibition is even the brand of the company.

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< p > 4., it is the best way to develop a more competitive marketing mix plan, and each enterprise has its own advantages. The most effective way to solve the exhibition marketing is to make use of the advantages of horizontal or vertical combination, reduce costs, improve services and increase market share.

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< p > experts believe that the following methods can be adopted: < /p >

< p > < strong > 1. membership system < /strong > < /p >

< p > due to the particularity of the exhibition industry, the exhibition companies and exhibitors are easy to lose contact with the exhibitors after the exhibition is over. The membership system just provides an opportunity for exhibition enterprises to keep in touch with exhibitors, so as to establish a customer base for the next exhibition. The focus of membership marketing is to return interests.

Generally speaking, the more the number of business contacts, the lower the price.

However, to attract more members, it is far from enough to rely solely on discount from other companies.

If the scale of enterprises is relatively large, they can use their own advantages to carry out three-dimensional marketing. The return of members can not only be limited to exhibitions, but also includes meetings, publicity, market research, technology exchange, and even media monitoring.

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< p > exhibition industry membership system also has some risks, such as brand management, cost burden, promotion cycle and so on.

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< p > 2. promote the exhibition marketing by "pre conference" and "post meeting". Usually the "pre conference" refers to the preparatory meeting before the meeting, that is, the organizers assemble the exhibitors, arrange the work process uniformly, and answer all kinds of problems of exhibitors on the spot.

The "pre conference" refers to a technical seminar specifically designed for exhibitions that are to be prepared or begun.

This seminar is highly technical and the theme is closely related to the exhibition and serves the exhibition.

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< p > "post meeting" refers to the successive services of various exhibitions.

At present, the service seems to be ignored in China.

But for those hosting regular exhibitions, post conference services are even more important.

The meeting will not necessarily be a meeting, depending on the circumstances.

After the meeting, the organizers can track the satisfaction of exhibitors to various services in various ways, and improve them according to the feedback from exhibitors.

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< p > therefore, for convention and exhibition marketing, low cost and service innovation are the key points, and flexible combination strategy is the key.

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