Convention and exhibition planning refers to the full use of existing information and resources, judging the trend of change and development of things, comprehensive conceptualization, design, selection of reasonable and effective program, so as to achieve the desired goals of the activities. Convention and exhibition is a general term for collective activities such as conferences, exhibitions and festivals. Now, learn how to write a convention and exhibition plan!
How to write the most complete exhibition planning program
What is the "exhibition project planning book"
The so-called exhibition project planning, is based on the mastery of a variety of information on the upcoming exhibition of the preliminary planning of matters related to the exhibition, the design of the basic framework of the exhibition, the proposed plan to hold the preliminary planning content.
The Exhibition Project Plan is a set of exhibition planning, strategies and methods for planning and organizing a new exhibition, which is a summary of the above contents.
The content structure of the exhibition project plan
1, analysis of the exhibition market environment: including the analysis of the industry and market where the exhibition subject is located, the analysis of the relevant national laws and policies, the analysis of relevant exhibitions, the analysis of the market in the place where the exhibition will be held, etc.
The exhibition project plan is a set of exhibition planning, strategies and methods for planning and organizing a new exhibition.
2. Propose the basic framework of the exhibition: including the name and location of the exhibition, the composition of the exhibition organization, the scope of exhibits, the time of the exhibition, the frequency of the exhibition, the scale of the exhibition and the positioning of the exhibition, etc.
3.
3, exhibition prices and preliminary budget program.
4, the exhibition staff division of labor plan.
5, exhibition recruitment plan
6, exhibition investment plan.
7, exhibition publicity and promotion plan.
8, exhibition preparation progress plan.
9, the exhibition service provider arrangement plan.
10, the exhibition opening and site management plan.
11, the exhibition held during the relevant activities plan.
12, the exhibition settlement plan.
The writing requirements of "Exhibition Project Planning Letter"
1. Name of the exhibition
The name of the exhibition generally includes three aspects: the basic part, the qualifying part and the industry logo. Such as? The 93rd China Export Commodities Fair? , if the above three elements of the right number, the basic part is? Fair? and the limited part is? China and? 93rd? and the industry logo is ? export commodities?
The following are some descriptions of these three elements:
Basic part: used to indicate the nature and characteristics of the exhibition, commonly used words are: exhibition, fair, exhibition, trade fair and? etc.
Limited part: used to explain the time and place of the exhibition and the nature of the exhibition.
There are three ways to indicate the time of the exhibition: one is to use? session? to express, the second is to use? year? to indicate that the third is to use? quarter? to express. Such as the third Dalian International Fashion Festival, Guangzhou Expo 2003, Frankfurt Spring Consumer Goods Fair, and so on. In these three ways of expression, the use of ? session? to indicate the most common, it emphasizes the continuity of the exhibition. Those exhibitions which are just organized generally use ? year? is used.
The place where the exhibition is held should also be reflected in the name of the exhibition, such as the third Dalian International Garment Festival in ? Dalian?
The main words that reflect the nature of the show in the name of the show are ? International?
Industry logo: used to indicate the subject matter of the exhibition and the scope of exhibits. Such as the third Dalian International Fashion Festival in the ? Clothing? indicates that this exhibition is an exhibition of the garment industry. The industry logo is usually the name of an industry, or a product category in an industry.
2, the exhibition location
Planning to choose the location of the exhibition, including two aspects: one is where the exhibition is held, and the other is the exhibition in which the pavilion.
Planning to choose where to hold the exhibition is to determine in which country, which province or which city the exhibition will be held.
Planning to choose which pavilion to hold the exhibition is to choose the specific location of the exhibition. The specific choice of which pavilion to hold the exhibition, combined with the exhibition theme and exhibition positioning. In addition, in the specific selection of the exhibition hall, it is also necessary to comprehensively consider the size of the cost of using the exhibition hall, whether the arrangement of the exhibition period meets your requirements and how the facilities and services of the exhibition hall itself are.
3. Exhibition organizer
Exhibition organizer refers to the unit responsible for organizing, planning, recruiting and soliciting for the exhibition. Exhibition organizers can be enterprises, industry associations, government departments and the news media.
According to the different roles of the units in organizing the exhibition, an exhibition organizers generally have the following types: organizers, contractors, co-organizers, support units.
Organizer: the organizer who owns the exhibition and bears the main legal responsibility for the exhibition. The organizer legally has the ownership of the exhibition.
Contractor: directly responsible for the planning, organization, operation and management of the exhibition, and bear the main financial responsibility for the exhibition of the exhibition organizers.
Co-organizer: assist the host or organizer to be responsible for the planning, organization, operation and management of the exhibition, and partially undertake the exhibition, investment and publicity and promotion work of the exhibition organizers.
Supporting unit: the organizer or contractor of the exhibition planning, organization, operation and management, or exhibition, investment and publicity and promotion of the work of the organizer to support the role of exhibition organizers.
4, exhibition time
Exhibition time refers to when the exhibition is planned to be held. The exhibition time has three meanings: First, it refers to the specific date of the exhibition. Secondly, it refers to the date of exhibition planning and exhibition. Third, it refers to the date when the exhibition is open to the audience.
The length of the exhibition time does not have a unified standard, depending on the specific exhibition. The exhibition time of some exhibitions can be very long, such as ? World Expo? The exhibition period can be as long as several months or even half a year; however, for the majority of professional trade shows, the exhibition period is generally 3-5 days.
5. Scope of exhibits
The scope of exhibits of an exhibition should be determined according to the positioning of the exhibition, the strengths and weaknesses of the exhibition organizer and other factors.
According to the positioning of the exhibition, the scope of exhibits can include one or several industries, or one or several product categories in an industry, for example, ? Expo? and? The scope of exhibits of trade fairs is very wide. The scope of exhibits is very wide, such as? Canton Fair The range of exhibits is more than 100,000 kinds, almost everything; and Germany? Frankfurt International Automobile Exhibition? The scope of exhibits involved in the industry is very little, only the automobile industry.
6, the exhibition frequency
The exhibition frequency refers to the exhibition is held several times a year or a few years held once, or not regularly. From the actual situation of the exhibition industry at present, the exhibition held once a year is the most, accounting for about 80% of the total number of exhibitions, the exhibition held twice a year and once every two years is also quite a lot of exhibitions, and the exhibitions held irregularly are already less and less.
The determination of the frequency of holding exhibitions is subject to the constraints of the characteristics of the industry where the exhibition subject is located. As we know, the products of almost every industry have a life cycle, and the life cycle of the products has a significant impact on the exhibition frequency.
The input period and growth period of the product is the golden period for enterprises to participate in the drawer, and the exhibition frequency should firmly grasp these two periods.
7. Exhibition scale
The scale of the exhibition includes three meanings: firstly, how much is the exhibition area of the exhibition, secondly, what is the number of exhibitors, and thirdly, how many visitors are there in the exhibition. When planning to organize an exhibition, it is necessary to make predictions and planning for these three aspects.
When planning the scale of the exhibition, the characteristics of the industry should be fully considered. The size of the exhibition will also be limited by the number and quality of visitors.
8, the exhibition positioning
Commonly speaking, the exhibition positioning is to clearly tell the exhibitors and the audience that the exhibition? What is it? and? What is it? Specifically, exhibition positioning is the process of organizing the exhibition according to its own resource conditions and market competition, through the establishment and development of the exhibition's differentiated competitive advantages, so as to make its own exhibition in the minds of exhibitors and visitors to form a distinctive and unique impression.
The positioning of the exhibition should be clear about the target exhibitors and visitors of the exhibition, the goal of organizing the exhibition, and the theme of the exhibition.
9. Exhibition price and preliminary exhibition budget
Exhibition price is to set a suitable price for the exhibition booth rental. The price of the exhibition booth often includes the price of the indoor exhibition space and the price of the outdoor exhibition space, and the price of the indoor exhibition space is divided into the price of the open space and the price of the standard floor space.
In setting the price of the exhibition, generally follow ? The principle of "favorable price" is generally followed in setting the price of the exhibition.
When planning and organizing a trade show, it is important to set an appropriate price for the trade show based on the market situation, which is important for attracting target exhibitors to participate in the trade show.
10, staff division of labor, recruitment and investment and publicity and promotion plan
Staff division of labor plan, recruitment plan, investment and publicity and promotion plan is the specific implementation of the exhibition plan, these four plans in the implementation of each other will have an impact on each other.
Staff division plan is to coordinate the work of the exhibition staff.
Recruitment plan is mainly for the recruitment of enterprises to participate in the exhibition and the formulation of various strategies, measures and methods.
Merchants plan is mainly for the recruitment of visitors to visit the exhibition to develop a variety of strategies, measures and methods.
The publicity and promotion plan is to establish the brand and image of the exhibition, and at the same time for the exhibition and investment services.
11, exhibition progress plan, on-site management plan and related activities plan
Exhibition progress plan is the overall arrangement of the exhibition's recruitment, investment, publicity and promotion and booth division in time. It makes clear what work should be accomplished at what stage in the process of organizing the exhibition until the exhibition is successfully held. The exhibition progress plan is well arranged, the exhibition preparation of the preparatory work can be carried out in an orderly manner.
On-site management plan is a variety of plans to effectively manage the exhibition site after the opening of the exhibition, which generally includes the exhibition opening plan, exhibition site management plan, audience registration plan and withdrawal plan. If the on-site management plan is well arranged, the exhibition site will be in order and the exhibition will be in good order.
Exhibition-related activities plan is to prepare for the exhibition during the same period to organize a variety of related activities to make planning arrangements. The most common activities held concurrently with the exhibition are technical exchanges, seminars and various performances, which are useful supplements to the exhibition.
The Writing of Feasibility Study Report for Exhibition Project
What is Feasibility Study Report for Exhibition Project
Completing the Planning Document for Exhibition Project does not mean that the exhibition can be held. The project is only a preliminary opinion on what topic to hold the exhibition and how to hold the exhibition, and a set of preliminary plan is formulated. As to whether the exhibition can really be held and whether the plan is really feasible, it is still necessary to carry out a feasibility analysis on the exhibition project and the plan. The conclusion of the feasibility analysis and other factors that must be taken into consideration are the final basis for deciding whether the show can be organized.
The Feasibility Study Report of Exhibition Project is a research report completed on the basis of feasibility analysis of exhibition project. The feasibility analysis of the exhibition project is the continuation of the planning of the exhibition project. Exhibition project planning is mainly based on grasping all kinds of information, and initially proposing the exhibition planned to be held. What kind of exhibition is it? The feasibility analysis of the exhibition project is based on the careful study of various information and in-depth analysis of the exhibition project planning. The feasibility analysis of the exhibition project is based on the careful study of various information. Whether it is feasible, for the final whether to organize the exhibition to provide a scientific basis for decision-making.
If the exhibition project planning through feasibility analysis proves that the market conditions of the planned exhibition are available, the project has vitality, the various implementation plans are reasonable, the project is economically feasible, the risk is relatively small and there are certain social benefits, the exhibition project planning can be adopted, and the decision to hold the exhibition can be made.
The content structure of the Feasibility Study Report on the Exhibition Project
The Feasibility Study Report on the Exhibition Project should make a systematic assessment and explanation of whether the exhibition project is feasible or infeasible, and provide an improved basis and suggestions for the final improvement of the specific implementation programs of the exhibition project planning. Therefore, the Feasibility Study Report of Exhibition Project mainly includes the following contents:
1. Market environment analysis
(1) Macro market environment: including demographic environment, economic environment, technological environment, political and legal environment, and social and cultural environment, etc.
(2) Macro market environment: including demographic environment, economic environment, technological environment, political and legal environment, and social and cultural environment.
(2) Micro market environment: including the internal environment of exhibition organizers, target customers, competitors, marketing intermediaries, service providers, and the public.
(3) Market environment evaluation: SWOT analysis, i.e. internal advantages, internal disadvantages, external opportunities, external threat analysis.
2. Analysis of the vitality of the exhibition project
(1) Development space of the project: i.e. analyzing whether the industrial space, market space, geographical space, policy space, etc., on which the exhibition is held are available.
(2) Competitiveness of the project: including the appeal of the exhibition positioning, the brand influence of the exhibition organizer, the composition of exhibitors and visitors, the exhibition price, the exhibition service and so on.
(3) Analysis of the strengths and weaknesses of the exhibition organizer
3. Analysis of the exhibition execution plan
1) Evaluate the basic framework of the planned exhibition, including:
(1) Whether there is any conflict between the name of the exhibition and the exhibition's scope of exhibits and the exhibition's positioning.
(2) Whether the time and frequency of the exhibition are in line with the characteristics of the industry in which the scope of exhibits is located.
(3) Whether the location of the exhibition is suitable for holding the exhibition in the industry where the scope of exhibits is located.
(4) Whether it is possible to organize an exhibition of such scale and positioning in the industry where the scope of exhibits of the exhibition is located.
(5) Whether the organizer of the exhibition can organize an exhibition of this scale and positioning within the planned exhibition period.
(6) Whether the organizer is familiar with the industry in which the scope of exhibits of the exhibition is located.
(7) Whether there is any conflict between the positioning of the exhibition and the scale of the exhibition.
2) Evaluation of exhibition and promotion plan
(1) Evaluation of exhibition plan
(2) Evaluation of promotion plan
(3) Evaluation of publicity and promotion plan
4. Financial analysis of the exhibition project
(1) Pricing
(2) Cost prediction
The cost of organizing an exhibition generally consists of: (1) price positioning
(2) cost prediction
The cost of organizing an exhibition generally includes The costs of organizing an exhibition generally include:
1) Exhibition venue costs. That is to say, the rental of exhibition venues and the various costs arising therefrom. These costs include: rental of exhibition space, air-conditioning costs of the exhibition hall, layer special installation costs, standard layer construction costs, the exhibition hall carpet and the cost of laying carpet, booth mounted overtime costs and so on.
2) Exhibition publicity and promotion costs. Including advertising and promotion costs, exhibition information design and printing costs, information mailing costs, the cost of the press conference.
3) Costs of recruitment and investment.
4) the costs of related activities. Including technical exchanges, seminars exhibition opening ceremony, guest reception, reception, exhibition site layout, gifts, please show temporary staff costs.
5) Office expenses and staff costs.
6) Taxes
7) Other unpredictable expenses
(3) Income Forecast
The income from organizing an exhibition generally includes:
1) Booth fee income
2) Ticket income
3) Advertising and corporate sponsorship income
4) Other related income
(4) Breakeven Analysis
(5) Cash Flow Analysis
1) Net Present Value (NPV) Analysis
2) Net Present Value Rate (NPVR) Analysis
3) Profitability Index
4) Internal Rate of Return (IRR)
5. Risk Forecasting
(1) Market Risks
(2) Operational Risks
(3) Financial Risk
(4) Cooperation Risk
6. Existing Problems
Including the above feasibility analysis of the exhibition project found that there are various problems, the researchers in the feasibility analysis found outside the other issues that may have an impact on the exhibition.
7. Suggestions for improvement
In view of the above problems, it puts forward suggestions for improving the planning of the exhibition project, and points out the directions that should be worked on in order to organize the exhibition successfully.
8. Direction of Efforts
According to the purpose and goal of the exhibition, on the basis of the above analysis, and in view of the existing problems, it puts forward the other conditions and the direction of efforts that need to be made in order to organize the exhibition well.
Requirements for writing Feasibility Study Report on Exhibition Project Establishment
Feasibility Study Report on Exhibition Project Establishment is an important basis for decision-making of exhibition organizers on whether to hold the exhibition. Therefore, Feasibility Study Report on Exhibition Project Establishment must be written in a way to achieve real and sufficient materials, objective and scientific analysis, and accurate and reasonable judgment.
1. Market environment analysis
Market environment analysis is the first step of the feasibility analysis of exhibition project, which is to further analyze and argue whether the various market conditions for holding the exhibition are available, and whether there are all kinds of policy bases and social bases required for holding the exhibition, on the basis of all kinds of information that has already been grasped, in accordance with the exhibition plan for holding the exhibition. Market environment analysis should not only study the existing market conditions, but also forecast the future changes and development trends. Make the conclusions drawn from the feasibility analysis of the project more scientific and reasonable.
Market environment analysis is to analyze whether the conditions for holding the exhibition are available from the external factors of the planned exhibition project; and the analysis of the vitality of the exhibition project is to analyze whether the exhibition has a development prospect from the planned exhibition project itself. To analyze the vitality of the exhibition project is not only to analyze the vitality of the exhibition held for one or two sessions, but to analyze the long-term vitality of the exhibition, that is, to analyze if the exhibition is held for more than five sessions, whether the exhibition still has the problem of the development of the future.
3. Analysis of exhibition execution plan
The analysis of exhibition execution plan is to analyze whether the various execution plans prepared for the exhibition project are complete and whether they can guarantee the realization of the objectives of the exhibition plan from the perspective of the planned exhibition project itself. The object of the analysis of the exhibition execution plan is the various execution plans of the exhibition, and the focus of the analysis is whether the various execution plans are reasonable, complete and feasible.
It should be emphasized that the focus of the evaluation of the basic framework of the exhibition is not to analyze whether the planning arrangement of a certain factor constituting the basic framework of the exhibition is reasonable and feasible, but to analyze whether the basic framework of the exhibition is reasonable and feasible in general. It is because, although the planning arrangement for each of the factors constituting the basic framework of the exhibition may be reasonable and feasible, the basic framework of the exhibition constituted by these factors may be unreasonable and infeasible from a general point of view. Therefore, to avoid this kind of ? Individual reasonable, group conflict? phenomenon, it is very important to assess the basic framework of the exhibition.
4. Financial analysis of the exhibition project
Financial analysis of the exhibition project is to analyze and estimate the expenses and benefits of the exhibition from the financial point of view of the exhibition organizer. The main purpose of exhibition project financial analysis is to analyze whether the planned exhibition is economically feasible, and to designate the use of funds for the upcoming exhibition.
5. Risk prediction
From the perspective of feasibility analysis of exhibition project, the risk is that in the process of organizing the exhibition, due to the role of some unpredictable and uncontrollable factors, the plan of organizing the exhibition and the actual income of organizing the exhibition deviate from the expectation, which will make the plan of organizing the exhibition fall through; or even if the exhibition is held as scheduled, but the organizer will have to pay for the expenses and income of the exhibition. Or, even if the exhibition is held as scheduled, there is a possibility that the exhibition organizer will suffer certain economic losses.
6. Existing problems
Including the problems of the exhibition project found through the above feasibility analysis, and other problems that may affect the exhibition found by the researchers outside the feasibility analysis, etc.
7.
7. Suggestions for improvement
In view of the above problems, it puts forward suggestions for improving the planning of the exhibition project, and points out the directions that should be worked on in order to organize the exhibition successfully.
8, the direction of efforts
According to the exhibition purpose and exhibition goals, based on the above analysis, for the existing problems, put forward to do a good job of the exhibition need to have other conditions and the direction of efforts.
Large-scale exhibition planning program
1
Determine the purpose of organizing
To organize an exhibition, the first thing is to determine its objectives. Activity program can accurately achieve the goal of the exhibition is successful. Usually our goal is: publicize the company's image, promote product sales, display new products, close contact with the user, the market information dynamics and the depth of market demand.
2
Choosing the right venue
Choosing the right venue is an important part of the exhibition plan, the first thing to consider is the way the crowd flows, to understand the direction of the movement of the crowd throughout the exhibition ground, and then select the booth accordingly.
Whether or not to locate a booth next door to a competitor has been debated by many vendors, and vendors can effectively utilize such booths to actively demonstrate the superiority of their products over their competitors. If you need to use a hanging sign or cover during an exhibition, you need to choose a location with enough height to avoid blocking visibility.
3
Analysis of the background of the exhibition
For example: professionalism, branding, authority, internationality
4
Participation in the exhibition
(a), pre-show preparations:
1. Determination of the theme of the exhibition;
2. Determination of booths;
3. Design and construction of the stand.
A clear theme of participation, quality booth will necessarily achieve our expected results? If there is no professional and detailed booth layout, how to reflect the professionalism, branding, authority and internationality?
The purpose of the exhibition is the same, to participate in the exhibition is to enhance the visibility of enterprises, publicity and promotion of new products or services of a good opportunity to participate in the exhibition has become part of the business strategy of some enterprises, how to effectively make full use of the exhibition, so that the exhibition has become the best sales and marketing tool for modern enterprises to achieve the long-term business objectives of the enterprise is the core of the concern of many enterprises.
In the exhibition industry, the exhibition has become part of the business strategy of some enterprises.
The design and construction of the booth should be centered around this center, summarized as follows:
The design of the booth should highlight the theme, emphasize the personality, and at the same time to give the audience a kind of affinity in terms of space and atmosphere and to facilitate the conversation.
Make full use of all possible elements, such as the formation of the booth, materials, sound, light, color and other decorative items, constantly give the audience a sense of freshness, stimulate their curiosity, so that they have an interest in the booth, and then produce a desire to talk with the exhibitor. Usually, ? Booth layout? We will outsource to a professional AV equipment rental company, choose a reputable, responsible and reasonably priced rental company will reduce a lot of work for us.
4. How to effectively invite prospective customers:
① Try to send invitations to prospective customers to attend the meeting as early as possible by sending invitations to the other party to arrange the schedule. The day before the start of the exhibition to remind.
② Prepare some gifts that can be divided into two, and printed with the company logo (equal to many mobile billboards in the free publicity for the company), one of them in the pre-show with the invitation letter sent to prospective customers, so that they have to go to the booth in order to make a complete gift.
(B), the exhibition of promotional
1
Product promotions:
On the spot to sign a contract with the customer to give a certain amount of concessions or to give a weighty gift, prompting the intention (hesitation) of the customer to sign on the spot, after all, the night is long and dreamy.
2
Note in the exhibition
Details determine success or failure, in the exhibition over the degree of need to pay attention to some details.
① exhibitors in addition to uniform dress and wear company logo badges, need to pay special attention to their own image. The first thing you need to do is to make sure that you have a good impression on your customers. As long as you can stop by your booth, at least he still has some interest, you should take the initiative to welcome.
② take the initiative to visit these peers, here refers to the peers, does not mean the same kind of products, but refers to the same kind of products. Recommend to them your products, will leave them a few samples, but also to them for samples, play a complementary resources **** enjoy the effect.
③ Exhibition often encountered peer scouts, they pretend to be customers to set your price and technology and even customer information, so be vigilant.
④ At the end of the exhibition every day, we should categorize and organize the customers of the day, and record the talking points. In addition, according to the needs put forward in the customer conversation to determine this year's product trends, after the exhibition and the company's decision-making level to discuss the development and promotion of new products.
3
Daily workflow
7:30: after breakfast, the person in charge of the day's work, each person to receive the material used on that day
8:30: punctually to the exhibition site 9:00-11:30: investment work progress
11:30-13:00: the person in charge of the lunch rotation
13:00 - 17:00: Merchants work progress
17:00: clean up materials in time to submit the daily summary report, fill out the report
18:30: free activities, or according to the company to arrange other work,
4
Showcase in the reception steps
1, registration (the customer's name, the unit department, Contact phone number, implementation of the responsible person, etc.)
2, on-site demonstration
3, the introduction of the company and product background
4, show other prototypes
5, will be interested in customers to the negotiation area to facilitate the transaction
6, such as customers signing the order on the spot, and make every effort to rendering, creating a climax
7, the distribution of information, gifts
8, courteous and thoughtful send off > 8, polite and considerate to send customers out, and make an appointment for the next visit
9, to the signing office to note down the customer's intention and the person responsible for
5
Media reports:
① synchronized coverage on the company's website.
② Shenzhen, Beijing and other domestic and foreign industry media reports.
③ The publicity of major industry website forums / BBS / blog.
6
Mobilizing the booth site popularity of the event planning:
Exhibition traffic, plus people have a habit of liking to the crowd gathered, a good site momentum can attract crowds of people to enter the exhibition hall, increase the popularity of the exhibition hall, popularity of the people to have money. For example, bread baking, lucky draw, distribution of small gifts, free sample testing, prize quiz, turnover gongs, cultural performances, LED advertising promos + event theme playback, auctions and so on.
Because the exhibition is a large number of brands gathered together? The exhibition is a gathering of many brands to play the ring. Such as hiring a temporary shopping guide at the entrance to the exhibition hall, competitors showroom near the distribution of leaflets and holding a parade to intercept the effect is very obvious.
(C), after the exhibition
1. The tracking of agents to follow up.
2. The hot scene at the show was carved into a CD-ROM for image integration and repackaging.