Exhibition Observation: A New Way To Participate In Exhibitions In The Digital Economy

The new idea for textile and clothing enterprises to participate in the exhibition under the digital economy, with the Internet becoming mature, the full coverage of 5G information technology (here refers to the mainland of China, except for those countries and regions that still resist Huawei's technology in 4G), in the context of digital economy and AI intelligence, The author believes that the ideas and strategies of textile and clothing enterprises should be adjusted accordingly.

Looking back at the exhibition process in the past decades, textile and clothing enterprises in traditional exhibitions mainly rely on offline entities to complete the production and sales of products throughout the year in the three days when the exhibition is tense. Therefore, enterprises need to invest a lot of human, material and financial resources in booth construction, product display and promotion, and use various moves to guide the attention of visitors Second, Traditional exhibitions are subject to geographical and time constraints. Exhibitors and visitors need to go to designated places to participate, which limits the scale and influence of the exhibition. In addition, the interaction and experience of traditional exhibitions are relatively weak, which is difficult to impress exhibitors and visitors.

In the past, although the traditional exhibition has its unique advantages, there are some obvious problems with the arrival of the information-based digital economy. First of all, the participation of exhibitors is declining, which brings greater psychological pressure to enterprises in the exhibition process. Second, traditional exhibitions are subject to greater geographical and time constraints, which limits the scale and influence of the exhibition. In addition, the interaction and experience of traditional exhibitions are relatively weak, which is difficult to impress exhibitors and visitors.

However, in the age of AI digital economy with mature Internet information technology, it is difficult to achieve the expected needs of the exhibition only by using these effective methods offline. Online exhibitions and digital marketing methods are gradually emerging, providing more options and possibilities for exhibitors.

First, exhibitors can make full use of the online exhibition platform to create an immersive and interactive exhibition experience through virtual reality (VR), augmented reality (AR) and other technical means. This can not only reduce the exhibition cost, but also break through the geographical restrictions to attract a wider range of visitors and potential customers.

Secondly, AI digital marketing has also become an important choice for exhibitors. Through social media, search engine optimization (SEO), content marketing and other ways, enterprises can more effectively promote exhibition information, display product features and advantages, and improve brand awareness and exposure.

In contrast, the way of participation in the digital economy has the following advantages:

　　1. Break through regional restrictions: online exhibitions and digital marketing can break through regional restrictions and attract a wider range of audiences and potential customers. Wherever you are, you can participate in exhibitions and marketing activities as long as you have Internet connection.

　　2. Interactive and experiential enhancement: Through virtual reality, augmented reality and other technical means, online exhibitions can create an immersive and interactive exhibition experience, so that visitors can have a deeper understanding of product features and advantages. At the same time, digital marketing can also provide more personalized and accurate services to improve audience participation and satisfaction.

　　3. Data analysis and precision marketing: in the digital economy, exhibitors can conduct in-depth mining and analysis of exhibition data through data analysis tools, understand the behavior and needs of visitors, and provide strong support for subsequent marketing activities. At the same time, enterprises can also formulate more accurate marketing strategies based on the results of data analysis to improve marketing effects.

In summary, the digital economy provides more choices and possibilities for exhibitors. By making full use of the online and offline interactive marketing means, enterprises can reduce costs, break through geographical restrictions, enhance interactivity and experience, and lay a solid foundation for future data analysis and precise marketing, which will help enterprises to stand out in the fierce market competition, Achieve better exhibition effect.

However, in the era of digital economy, the integration of new technologies such as online and offline joint exhibitions, digital marketing means and live broadcast via Internet channels has provided more options and possibilities for exhibitors.

1、 How to realize the combination of online and offline digital marketing during the exhibition:

First of all, exhibitors can make full use of offline exhibition platform, establish their own private domain traffic space, use the self media platform, public account, industry media, industry platform special reports built by the exhibition organizer and themselves, and create an immersive and interactive exhibition experience through virtual reality (VR), augmented reality (AR) and other technical means. This can not only reduce the exhibition cost, but also break through the geographical restrictions, attract a wider range of potential visitors to become their own VIP customer groups, and make use of WeChat QQ group offline stores and other customers jointly participated in the three-day exhibition interaction, made use of news release, shot on-site tidbits, and established their own online live broadcast channel to obtain customers by using the sponsor's forum, giving full play to the golden time during the three-day exhibition.

Therefore, digital marketing means must be an important choice for exhibitors. They can preheat early through industrial media, tell stories about new policies launched during the exhibition, and establish expected sales scenarios for new products. Through social media, search engine optimization (SEO), content marketing and other methods, enterprises can The public account of the exhibition organizer and the release of its own press release form a momentum marketing to more effectively promote the exhibition information of the enterprise, display the characteristics and advantages of the enterprise's products, and improve brand awareness and exposure.

2、 The importance of live broadcast technology and promotion during the exhibition:

During the exhibition, enterprises should focus on three days of promotion and publicity planning. With digital information as the carrier, the introduction of live broadcast technology in the exhibition has brought a new interactive experience for exhibitors. Through live broadcast, enterprises can display products in real time, answer audience questions, conduct interactive exchanges, and achieve online and offline integration of the exhibition experience.

Secondly, the application of live broadcast technology can run through the whole exhibition process. In the early stage of the exhibition, enterprises can conduct warm-up publicity through multiple live broadcast platforms to attract audience attention and participation. During the exhibition, enterprises can set up multiple communication channels to conduct publicity and display for different platforms or themes, so that visitors can have a deeper understanding of product features and advantages. At the same time, enterprises can also invite industry experts, online celebrity anchors, etc. for live interaction to improve the fun and attraction of live broadcast.

Key objectives of exhibitors during the exhibition:

1. Expand the influence of the exhibition: live broadcast can break through regional restrictions, attract more audience attention and participation, and improve the popularity and influence of the exhibition.

2. Improve audience participation: Live broadcast provides a real-time interaction opportunity. Audiences can interact with the anchor through pop-up screens, comments and other ways to improve audience participation and satisfaction.

3. Display of product characteristics: Through live broadcast of products, enterprises can more vividly display the characteristics and advantages of products, and attract the attention and purchase intention of audiences.

　　4. Precision marketing: enterprises can achieve full interactive tracking with their own VIP customers according to the live broadcast data, further understand the market demand through the interests and needs of offline exhibitors and online audiences, develop more precise marketing strategies, and improve the marketing effect.

Exhibitors give full play to the interactivity and experience of multimedia digital marketing at the exhibition by making full use of offline interaction and online customer acquisition, and achieve data analysis and precision marketing. This will help enterprises stand out in the fierce market competition and achieve better exhibition results.

3、 Exhibitors need to interact with offline potential customers at the exhibition site, which is an important part of the success of the exhibition. The following are the detailed operation methods of on-site and offline interaction and how to interact at the exhibition site:

1. Open body language and greetings:

Keep open body language, avoid sitting in the booth waiting for customers to come, take the initiative to greet potential customers passing the booth, ask their needs, and show friendliness and enthusiasm.

2. How to attract customers to stop:

Use distribution materials and small gifts to attract customers' attention, so that they are willing to stop to learn about the product, and set up live interactive interesting Q&A, interactive games or activities, such as interesting jigsaw puzzles, parkour games, rocking horse races and other series, to attract customers to participate.

3. How can exhibitors effectively prepare marketing materials during the exhibition:

Prepare clear and concise marketing materials, including company introduction, product and service information, contact information, etc, Consider making small gifts or souvenirs to increase the creative design of the photo wall to make customers remember and like the brand,

4. How can exhibitors actively find potential customers during the three-day exhibition:

What is important is the embodiment of enterprise brand culture, the hot spots of product core competitiveness, the assistance of regional culture, the requirements for the training process of the exhibitors' own staff, the sense of responsibility and work attitude of the exhibitors, and the first is to use the location and layout of the booth to attract people, such as setting up attractive display stands or display cabinets, The staff are required to actively talk with the visitors, introduce the company and products, and show the product features and values.

5. How do exhibitors establish customer contact during the exhibition period:

4、 How can the staff sent by the exhibitors quickly establish contacts when talking with potential customers, and leave a deep impression on their corporate culture, not only by exchanging business cards, but also by guiding potential customers to conduct on-site communication and follow-up through their own public accounts, past special reports of industry media, social media attention and other ways.

The key work in the later stage of the exhibition is to consolidate the achievements of three days

1. Exhibitors' follow-up customer data regularly publish valuable content, such as new product recommendations, industry information, product tutorials, etc. in industry media, corporate public accounts, We Media accounts, to attract potential customers' attention.

2. Exhibitors should make full use of SMS marketing tracking services in the later stage:

The staff of the Marketing Department is required to send SMS messages to potential customers to promote enterprise information and products/services. Of course, attention should be paid to the accuracy and personalization of SMS content to improve the conversion rate.

3. Exhibitors should make full use of telephone communication with potential customers in the later stage:

Let the staff of enterprises participating in the exhibition communicate with customers by telephone in the shortest time, solve problems in a timely manner, pass information, and pay attention to the politeness and professionalism of telephone communication to improve customer experience.

4. Exhibitors make full use of digital economy AI intelligent online means to conduct training and seminars with customers and potential customers:

This is an important part of the key work. Exhibitors should establish regular online customer training and seminars, introduce the use methods and best practices of products or services to customers, increase customer participation through interaction, and promote communication with customers.

5. How do exhibitors establish data applications and market feedback information for customer research through big data:

In addition to regular online customer research forum services, exhibitors and enterprises also need to understand customers' real needs and potential hopes through big data operation technology in the communication process.

Carry out digital product improvement and intelligent service improvement based on feedback information to improve customer satisfaction and loyalty.

Through the systematic service system provided by the author of the World Service Network, we can use customer acquisition articles, documents, forms and other tools in a digital way, and obtain accurate potential customers through big data model calculation to develop into the ultimate VIP customers.

Yu Chun, the author of the World Service Network, just summarized some personal opinions from his decades of exhibition observation and practical experience, and left a lingering fragrance in his hands as a way to attract others to attend the exhibition. Of course, the author hopes that all exhibitors will interact with me, and in the process of transformation and alternation of the current new economy, It is an inevitable way for our traditional enterprises to embrace the rapid transformation of the digital economy. The earlier the better. At the same time, we hope that the exhibitors participating in various exhibitions can make full use of the exhibition organizer's platform and various types of activities during the exhibition period to develop themselves. The World Clothing, Shoes and Hats Network platform is willing to continue to provide in-depth services for enterprises participating in this exhibition as soon as 20 years ago, As long as the exhibitors have the need to release information, we will actively cooperate with the precision service!