Smart Marketing: Seven Steps Before Going Abroad To Participate In The Exhibition

　　 Selection and Exhibition: the first step in success

The Beijing Office of the European international exhibition service company introduces that Germany's international fairs are various and colorful, some of them are comprehensive large-scale fairs, such as the Hannover Industrial Expo held in spring each year, but more are professional exhibitions. There are also some regional focuses, such as Frankfurt's exposition focusing on consumer goods.

Cologne focuses on household goods, carpentry, hardware, etc. the agricultural fair "Green Week", the International Tourism Expo, the overseas import Expo and the international communication exhibition organized by the Berlin Expo are world-famous; Munich focuses on building materials. At these world-famous fairs, exhibitors from China are exhibiting.

According to the export goal of the company, choosing the right exhibition is the premise of success. Mr. Peng Gang said, "choosing an exhibition should be as prudent as seeking a product target market. Our company mainly exports electronic meters. The Cologne electronics exhibition is very professional and very specific. Considering that the company is small, it only rents 3X3M booths. But the information and samples can be taken lightly. Exhibition Also used some thoughts. "

Therefore, knowing the information of the exhibition as far as possible is a reliable guarantee for making the right choice. Information about the Expo can be obtained from the organizers or business associations of all countries, as well as industry magazines and the Internet. Domestic related trade associations or your major clients can also provide professional exhibitions with worldwide influence in the industry.

　　 Two. Plan: prepare for one year ahead of schedule.

The European International Exhibition Service Company, based on years of experience in organizing exhibitions, reminds Chinese exhibitors that the planning of German businesses is world-famous, and that all plans must be completed a year ago. "China's exhibitors generally plan late, and for many other reasons, it is too late for them to arrive," the spokesman said. "

　 Three, exhibits: suitable for sale

"The determination of suitable and marketable product mix" is an important step in the success of exhibitors. According to statistics from Cologne appliance Exhibition Center, 72% of customers visiting Germany are looking for new products, so do not show outdated products. In order to ensure that products are "suitable for sale", the market survey before exhibitors is very important.

　　 Four, data: image of enterprise and product

In China's enterprises exhibiting in Germany, there is widespread lack of data preparation. The European Office of international exhibition service, Beijing office, said that the introduction of products was only in a few words, and did not match the translation of foreign languages. The work of organizing the data was pushed to the organizers, and the organizers then translated the work of translation to the Beijing Office of the foreign company.

In this way, "the first thing is to delay the time. That is to say, the translator of the foreign office is not proficient in all professions, and it is unavoidable that the intention of the manufacturer can not be fully expressed in the process of translation. "

In addition, Chinese manufacturers do not pay much attention to the introduction of paper materials, giving people and their informal impression. Therefore, experts from the exhibition service company suggest that all materials should be prepared in three Chinese, English and German versions. There is no mistake in foreign language. If Chinese can be printed in traditional Chinese characters, it will be convenient for customers from Hong Kong and Taiwan.

Publicity materials should be beautifully printed and printed. The layout design is convenient for reading, and the picture is as perfect and clear as possible. She said, "these materials are the first impression of customers. Participating in a large-scale international professional exhibition, the exhibition's information and publicity plan reflect the comprehensive quality of an enterprise. "And be sure to have enough business cards. Exhibitors' cards should be printed in Chinese and English, with a quantity of 50-100 pieces per day.

　 Five, exhibition: strengthening Image design

In regard to the design and decoration of the booth, the Chinese enterprises exhibiting in Germany need to adjust the practice of replacing products with products instead of changing products, and enhance the company's image design.

According to experts from the exhibition information department of the China Merchants Network, the exhibits themselves can not explain all the situations and display all the characteristics. They need proper charts, data, photographs, models, props, models or commentators, etc., to illustrate, emphasize and render by means of decoration, scenery, lighting, audio-visual equipment and information technology.

For example, the products to be exhibited are clothing or backpacks, so we should consider modeling or exhibiting special organizers with the organizers in advance, which will arouse the interest of exhibitors.

Miss Liu, the European International Exhibition Service Company, added that "the booth of large foreign companies usually spend tens of thousands of dollars or even more for decoration. With video cassette recorder, large screen projector, computer, flowers, green plants and small gifts, it looks dignified, dignified and warm, giving visitors a deep impression. "

　 Six. Target customers: prior agreement

By sending an invitation letter to the company's existing customers, or by E-mail notification, appointments with important customers to strengthen business contacts. China's exporters should consciously invite their target customers to visit their booth at the German exhibition before the exhibition, thus avoiding the cold shoulder of their own platforms at the exhibition and leaving a deep impression on target buyers.

The European International Exhibition Service Company also suggests that it can receive contact with the buyers concerned by hosting the German reception agency of the Chinese group and book the date of the talks at the exhibition. "In this way, the success rate of the transaction is high. "

　　 Seven, advance publicity: Increase visibility

Advertisements in exhibition magazines and related magazines can enhance the visibility of exhibitors. Shenzhen Yao branch import and export company's experience is: Advance in the German local market to promote their products is a good pre preparation, through the German media, or through the local celebrity spokesperson, or in the main location of the city to set up billboards, in the minds of consumers in Germany to create a brand. "In this way, the exhibitors can only be noticed when the products are exhibited.