As an exhibitor, most of the exhibitors are for the purpose of commodity marketing and brand promotion, but the exhibitors are only to the exhibition site is not enough, because the success of attracting sales agents to reach a deal depends on a number of factors. Usually, for exhibitors, the exhibition to make good use of the exhibition, exhibitors can win a side of the market to broaden a side of the financial resources; with a bad, but also a broken money funnel, the exhibition is full of regret. To this end, many enterprises will be held for the success of the exhibition, is to spend a high price to hire professional marketing planning company, through the exhibition site to play a variety of marketing, such as:
Event marketing: through the planning of the event, the formation of a sensational point in the exhibition site, and then use the power of the media, to start the dissemination of;
Beauty marketing: through the planning of the beauty of the eye-catching to the product or brand to produce some However, with the intensification of competition in the industry, exhibitors have increased substantially, enterprises want to use the exhibition as a platform to quickly realize the marketing purposes of their enterprises, many exhibitors are also submerged in the exhibition of the sea, resulting in many enterprises complaining that the effect of the exhibition is not as good as before, but in the face of the attractive results that may be brought by exhibitors, but also makes many enterprises to hold a bet on the mentality: to go to the bar, invested in the pure profit of the capital costs, but not every time an exhibitor can be gained; not to go to it, but also worried about losing business opportunities. And worry about losing business opportunities
For the relatively weak strength of the growing enterprises and new brands and how to use this seemingly ribbed marketing weapon? Through the research we found: growth enterprises and new brands due to the comprehensive strength and brand awareness is not strong, but want to achieve the business purpose is very clear: investment or to achieve sales orders. How to solve this confusion? In the past three years, we have found through continuous research and combat, although the growing enterprises have their own strengths and weaknesses, but because of their flexibility, as long as they recognize the principle of a China, what problems can be negotiated, so through strict screening as long as the target customer positioning is more accurate, the cooperation model is more flexible, and suitable for the enterprise and the brand of the innovative mode of planning and implementation, the seemingly ribbed exhibition marketing The first step is to make sure that you have the right tools for the right job, and that you have the right tools for the right job.
First of all, enterprises should have market planning for exhibitions, i.e., exhibitions should match the marketing plan of enterprises. Because of the many industry exhibitions, enterprises can not participate in all the exhibitions, while each exhibition has its own regional characteristics, enterprises can make decisions according to their own regional market status and planning, such as want to focus on the development of the East China region, can be targeted to choose some exhibitions held in the East China region, which can be more effective and accurate for the target customer groups.
Second, to grasp the positioning of their products and categories to match the exhibition. This year at the Shenzhen International Lingerie Exhibition, for the current simple lingerie store profitability are not very good, because simple lingerie is difficult to meet the diversified needs of customers this status quo, we plan to participate in the Shenzhen International Lingerie Exhibition for Yueti home apparel, through the status quo with the lingerie distribution agents to form a very good complementary advantage, from the outset, won the opportunity to take the lead.
Once again, for the exhibition to participate in must do some proper research, exhibitors can not only look at the organizer's promotional materials and official website, it is known that those materials in the false component of the bias, can be from the side of the other peers of the exhibition of the understanding of the exhibition as well as the hosting of the exhibition company's reputation, and in addition to Internet search engine through the search for relevant information. If the exhibition does not have enough quantity and quality of professional buyers, the significance of the exhibitors' participation will be completely lost.
At the same time, if once decided to participate in the exhibition, the most important thing is to make efforts to do a good job before and after the exhibition system marketing planning, so as to stand out in the exhibition site. How to take advantage of the exhibition to plan a series of marketing activities to attract the attention of the target customer groups, and ultimately achieve the purpose of cooperation? It is suggested that before the exhibition, we must need to do market research on the professional audience (buyers), in-depth understanding of their current situation and what they are really concerned about the exhibition, rather than just taking a few clothing samples to pose a pendulum can make the distribution agents moved. As we plan for this year's Yueti home apparel exhibitors Shenzhen International Lingerie Exhibition, preliminary research found that the vast majority of growing apparel distribution agents they have no shortage of good products, they are more concerned about how to sell the product, in view of the status quo, we plan the dealer marketing forum, by hiring the first Chinese investment planner, Mr. Junfeng He, the first teacher on-site for the distribution agents to talk about the narrative Agents how to go in his market to successfully realize the investment and how to let the terminal franchisee really sell goods and other practical lectures, so that customers feel, Yueti will not only give you good products, at the same time, teach you to sell good products, in the booth site attracted a large number of attention of the target customer groups, and has achieved fruitful results.
Details determine success or failure. A successful exhibition marketing, must be every detail are implemented in place, for an exhibition activities, for the preparation of the early stage, the implementation of the scene as well as the follow-up must be specific to the implementation of who in what time to complete what things, in addition to the different distribution agents of the market policy, pricing system, product image, the scene of the image of the ambient design, product brochures, and other advertising and promotional materials, the scene of marketing personnel's communication skills and methods and products. Personnel communication skills and methods and product introduction skills need to be strengthened training, otherwise it can attract customers is also difficult to leave customers.