The formulation of exhibition objectives should be practical, measurable and in line with the overall market strategy of enterprises. Generally speaking, enterprises mainly have the following goals: new product promotion; Harmonious customer relationship and keep in touch with old customers; Contact more potential customers and industry professionals, and get to know powerful buyers; Corporate image promotion and product brand promotion; Collect market information and conduct field research; Find new marketing ideas; The goal of each exhibition will not be single, but focused on its own actual situation. A clear exhibition goal is the key to the success of exhibition marketing, and the follow-up work is all around the exhibition goal.
(2) Research and selection of exhibitions.
Every year, there are many theme exhibitions with the same theme in different places, and their contents, scales and functions will be different. In the end, which exhibitions to participate in should be analyzed in detail and carefully selected according to the company's market strategy.
Study industry trends and understand industry-related companies? What important exhibitions have trade associations and trade magazines participated in? Draw up a list of possible exhibitors. Consult with the exhibition manager to find out the number of visitors to previous exhibitions. Occupational distribution, geographical distribution and transaction category; Understand the number of exhibitors in the past, which well-known enterprises participated in the exhibition and their intensity. At the same time, as far as possible, ask the exhibition manager to send a detailed exposition and analysis report of previous exhibitions to judge the quality and characteristics of each exhibition.
Compare the time, place and booth cost of each exhibition. These are closely related to the overall market planning of enterprises. Different exhibition time and place will lead to different key participants of enterprises. For example, participating in exhibitions held in undeveloped areas of enterprises may focus on product promotion and market research; However, the focus of an exhibition held in a region with mature commercial development may be corporate image promotion, brand promotion and harmonious customer relationship.
At the same time, you can also visit some exhibitors, relevant industry associations and magazines that are not competitive with you at home or by telephone to understand the organizing ability of the exhibition organizers and the audience characteristics of the exhibition. From the previous exhibition catalogue, we can know which companies have participated in the exhibition, and compare whether these companies have participated in each exhibition and the intensity of their participation.
(3) Preparation for participation
After the enterprise confirms the participation, it enters the transactional work stage of exhibition preparation. At this time, experienced exhibition organizers will generally provide exhibitors with a detailed exhibitor manual, asking them to complete the preparation work and time limit at this stage.
The person in charge of enterprise participation should keep in touch with the exhibition manager and do a good job in the following aspects: (1) the selection and confirmation of the booth; Design and construction of the booth; Exhibit transportation; Prepare all kinds of promotional materials, gifts or giveaways; Training of staff and booth staff.
(4) Promotion before exhibition
With the increasingly fierce market competition, pre-exhibition promotion has become more and more important in the whole exhibition marketing planning, and its effect is more prominent. A well-planned pre-exhibition promotion can achieve a good publicity effect like an advertisement and increase the attention of exhibitors during the exhibition. General pre-exhibition promotion schemes include: direct mail: before the exhibition, you can publicize by means of electronic invitation letter, mailing promotional materials, or cooperating with the organizers to mail materials to the outside world, so that your cooperation and potential customers can know about some industry exhibitions and specific booth numbers you will attend and establish a good image in their minds. Pay attention to the time and method of direct mail.
Media publicity: make a careful media contact plan and choose the right time to convey the information and trends of enterprises participating in the exhibition through newspapers and trade publications. The content strives to be novel and clear.
Booth giveaways: Choosing the right booth giveaways will bring vitality to the enterprise's booth, help to establish brand awareness and attract more potential target customers. Gifts should be personalized so that they can enter the hearts of customers. Also pay attention to the quantity and quality of gifts. High-quality gifts will leave a deep impression on participants, and the number should be fully prepared according to the audience category data.
At the same time, we should pay special attention to the delivery method of gifts. Create an atmosphere where gifts are scarce to activate the vitality of gifts and improve customers' sense of value. Don't let visitors take gifts at will, but give them as rewards to professional visitors who talk with company representatives or leave business cards, fill in customer information and watch product demonstrations. In short, innovative use of various reward methods can get twice the result with half the effort and attract more attention for your booth.
Sponsorship activities: During the exhibition, successful exhibition organizers will organize various activities to make the exhibition smart and icing on the cake. According to their own needs, exhibitors can design some personalized sponsorship activities with the exhibition organizers in advance to increase the exposure opportunities of the company to industry professionals and enhance the company's image!
For example, in June 2004, the 14th Guangzhou International Footwear, Leather and Industrial Equipment Exhibition sponsored by Guangdong Footwear Manufacturers Association and Xianhui International Exhibition Co., Ltd. was held in Guangzhou. During the exhibition, an Italian leather manufacturer and organizer jointly planned a trend corridor to display the trend information of Italian leather and footwear design, which attracted a lot of attention from exhibitors and added a lot of bright colors to the exhibition.
The exhibition time is short and the scene environment is noisy and crowded. In order to get the best results, we should pay attention to the following items:
(1) Site layout. For enterprises with relatively small booths and many exhibitors, the space for negotiation with the audience at the exhibition site will be relatively narrow and crowded, and it will be difficult to achieve a smooth transaction. It is necessary to rent conference rooms in hotels and hotels around the exhibition hall, or contact customers in the rooms of the hotels where you live. This will not only create a more relaxed environment, but also make use of the closing time at night to contact dealers more extensively and deeply.
(2) unified response. The principle of negotiation is that everyone speaks with one voice, and there can be no mistakes in inconsistent investment policies, otherwise it will lead to dissatisfaction among businesses. This requires communication in advance, in-depth communication on the misunderstood investment promotion policy, what kind of rhetoric to use for a specific problem, and how to deal with different dealers, all of which require detailed and clear plans.
(3) Reasonable distribution. According to the ability and experience of exhibitors, we should assign tasks, business negotiations, external liaison, logistics support, exhibition information collection and so on. Everything should be specific to people, and the priorities should be clear, so that we can work together and complement each other in actual combat.
(4) image etiquette. How an exhibitor represents the enterprise to face customers and how he or she behaves personally is not a trivial matter for the enterprise brand. The first thing to do in the market is to be a man, and the banker has the strength. If the quality is too poor, it cannot be developed into an agent; Similarly, a good dealer will also inspect the enterprise in this way. The quality of employees reflects the corporate culture, and dealers with poor corporate culture will stay away from them. Therefore, all exhibitors should pay attention to their own image and be modest to customers. In terms of clothing, it is best to wear company professional clothes.
(5) Grasp the investment policy flexibly. The regional performance of agrochemical products is quite different. The climate difference, crop layout, drug habits, agricultural production level and economic development level in different regions have different requirements on the variety, packaging, delivery time and first delivery quantity of agrochemical products, so it is impossible to force dealers to abide by the same terms in order to obtain agency qualification. Faced with these situations, enterprises need to use investment promotion policies flexibly while weighing the overall advantages and disadvantages.