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Analysis On Integrated Marketing Of MICE Industry

2013/3/1 21:39:00 8

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Exhibition Strategy Exhibition Marketing How To Do Well The Exhibition

according to authoritative department statistics, the impetus of the exhibition industry to the economy is 1:10. That is to say, when the conference and Exhibition revenue is 1, the whole city's economy has increased by 10. Therefore, a big city is building its own Convention and exhibition economy, competing to become a first-line Exhibition City, attracting more investors' attention.

excluding several typical first tier cities, most of the provincial capital cities are regarded as second tier cities, and the cities in which the author is located are also second-class mice cities.

For many years since the exhibition, we have summed up the marketing experience of some mice and shared with colleagues.

1, topic:

as a viable exhibition, the theme must match the industry foundation of the city.

Through the exhibition to promote the further development of the industry, and the strong foundation of the industry is the strong backing of the theme exhibition.

It is hard to imagine that holding a heavy industry exhibition in a city dominated by light industry, even if it has been completed, will be greatly reduced in scale and vitality, and even there will be no continuity;

now many cities are competing to become Regional Convention and exhibition center cities. A phenomenon is coming which will be fashionable or successful.

For example, the Dalian clothing festival has been very successful. Now there are ten clothing festivals every year in the whole country. As a result, there is no brand exhibition besides Dalian clothing festival. Many parts of the clothing festival has been held for a year, and it can not be completed. It is difficult to form a brand exhibition like Dalian Fashion Festival.

therefore, setting up an item is an important link. We need to consider not only the matching of the city and the development of this industry, but also the status of the similar exhibitions, the intentions of the participating exhibitors, and the marketing methods that are different.

It can be said that a good topic is the absolute foundation for the success of the exhibition, and even the selection of the title is half the success of the exhibition.

two, the establishment of organizational structure: /p >

under the current system of our country, it is very necessary to have an authoritative organizational structure for the exhibition. This is not only reflected in the exhibition, but also very important for administrative examination and approval, publicity and cooperation.

when I organized the Jiangsu wine exhibition, I established a more reasonable organization through various efforts.

Specially invited the "China liquor business association" as the guidance unit, the provincial and municipal governments at two levels as the supporting units, and the host unit is the provincial economic and Trade Commission.

In this way, the exhibition approvals are easy to get. When it comes to the examination and approval of industry and commerce, it is even easier. Especially when holding news conferences and publicity in the later stage, it is very well known that many provinces and cities have participated in the provincial and municipal governments. The reports are very timely and very detailed, which greatly promoted the propaganda work.

For exhibitors, this exhibition is very authoritative. Even at the opening ceremony, you can take a group photo with the governor and visit your booth together. This is an excellent publicity opportunity in itself, so the exhibition work has gone smoothly.

but there is one thing that can not be organized in a random way, because once the main leaders of the organizer can not attend the meeting or the leadership's heavyweight is not enough, not only the media will have negative reports, but the exhibitors will be disappointed and have a great negative impact on the continuity of the exhibition and even disputes.

remember when I went to Shanghai to attend an industry forum at the beginning of the year. In the invitation letter, it was clear that a certain ministerial leader came to the meeting in person and delivered a speech.

I feel this is an opportunity to rush to attend the meeting, but it is surprising that the moderator just read out the congratulatory telegram sent by the ministerial level cadres, and several other industry experts did not attend the meeting. They just sent each participant a latest research and literature material which was said to be the absent experts, which made the participants very angry.

Maybe such a meeting is not going to continue, even if next year I will not go again.

so now the exhibition industry is always advocating good faith exhibition. Indeed, it can not be overshadowed by several non-standard meetings. After all, the exhibition industry is in the ascendant and is one of the few sunrise industries.

three, selling point planning:

the success of every exhibition is inseparable from the planning and execution of the selling points, especially the exhibition of the second tier exhibition cities.

modern exhibition is no longer the period of collecting money in 80s as long as a project is established. The development of the industry promotes the intensification of competition. With competition, it is necessary for the organizers to have differentiated marketing ideas and develop the selling point that is enough to attract exhibitors' eyeballs.

a common phenomenon now is that most of the exhibitions at the same time hold a conference on the same subject, inviting some so-called experts and scholars to make speeches on the spot to attract exhibitors to participate in the exhibition and attend free meetings.

The first person to use this way to organize exhibitions is very smart, but later follow up blindly.

P, such as the auto industry exhibition, must be held at the same time as an auto industry forum. If it is necessary, how many exhibitors will listen to ordinary and no ordinary forum? How many professional audiences will listen to the forum with no doubt about them? After all, the auto show is an exhibition directly facing the masses, and its professional audience is the general public. They do not have to participate in any forums. They will not pay attention to the development of the industry. They are only concerned about the drop in the price of cars. What kind of cars are cheaper and cheaper, and they can not organize a large number of exhibitors to participate in the forum.

but there are some a href= "http://www.91se91.com/news/index_z.asp" > exhibition > /a > some forums are quite good. For example, the Franchise Exhibition, many entrepreneurs need an opportunity to receive expert guidance. Exhibitors are also willing to use this opportunity to convey their products, ideas and preferential policies. This forum is good for both parties.

, so the development of selling points is based on different kinds of exhibitions.

Through the detailed analysis of the exhibition host and guest, the marketing ideas are worked out.

1, what is the objective of the exhibition, and what is the purpose of their participation? What kind of channels do they hope to achieve their participation?

2, effective analysis of which people or groups the professional audience of the exhibition is, what they want to get through the exhibition, whether they get industry information or seek cooperation directly, what group characteristics they have, and what information or suggestions they are good at accepting.

3. What are the advantages and limitations of their own resources, how to make up for them and how to make good use of each other's advantages and disadvantages.

4, reasonable analysis of industry characteristics, industry development stage and the advantages and disadvantages exposed.

5, objectively analyze the achievements and shortcomings of the similar exhibitions held in the country, understand the success points and failure points, and make use of their advantages to make up for them.

What are the environmental disadvantages of P > 6 and the cities where the exhibition is located and how to avoid them.

after these analyses, the selling point of the exhibition will be worked out to make up for the shortage of the past exhibitions and to make the selling point planning for the dissimilation of business trips, so that the possibility of success of the exhibition will be relatively large, so it will be easier to form a brand exhibition.

four, integrated propaganda:

The propaganda work of the P exhibition is very important. For the second tier exhibition cities, organizing an exhibition has unexpected difficulties. When the city's information radiation is not enough, active publicity is particularly important.

because of the rapid development of the National Convention and exhibition industry, there will be many exhibitions with the same or similar themes at the same time. How can they attract more exhibitors' eyeballs and make their exhibitions distinctive?