Let Exhibition Marketing Play Its Biggest Role

Faced with numerous Exhibition Invites enterprises to participate in exhibitions or not. Participate in the exhibition What kind of benefits can it bring to enterprises, how to make full use of the information of exhibition and communication enterprises, and how to compete with powerful competitors? This involves how to really make the exhibition play a role.

There are two totally different views and practices in the marketing and planning of exhibition. Some enterprises, including some famous large enterprises in China, are still unable to break away from extensive marketing management and often rush to battle. Trade Show Marketing Lack of pertinence in the work, organizational planning is still in the stage of imitation, lack of in-depth research and innovation on the unique style and unique sales proposition of its own brand; another kind of enterprise has worked out a rigorous and even rigorous exhibition marketing plan to guide its work in the earlier time before the exhibition. But in most cases, the original plan is out of touch with the actual situation, consumption demand and social trend of the exhibition, so the effect of the exhibition is greatly discounted. The reasons why exhibition marketing has not played its due role are mainly concentrated on the following aspects:

First of all, there is a lack of scientific and effective marketing planning. In the face of numerous exhibitions, it is not possible to choose exhibitions that match timely, moderate and business marketing plans blindly.

Secondly, the lack of strategic planning, only the exhibition marketing work as a transactional work. Exhibitors were invited to participate in the exhibition. What is the ultimate goal of the exhibition? Who should disseminate information to the exhibition? How to attract the target audience? How to win the communication of the competitors?

Third, in the process of organizing and planning exhibitions, there is a lack of good communication between the internal decision-making management level and the executive level, between the enterprises and the outsourcing units, resulting in their own deviations in understanding the organization and purpose of the exhibition planning. For example, the products and brand culture that enterprises want to promote are disconnected from the style of exhibition booth and the way of organizing activities. {page_break}

Finally, the budget is also overestimated at the same time. The proportion of input and output of the exhibition is inconsistent. Recently, there is a tendency in the domestic exhibition that the exhibition booth is built and the activities are organized to seek big and luxurious, ignoring the effect of the exhibition itself.

In view of the fact that the exhibition marketing work has done a good job, there are always some commonalities. The first step is to analyze the advantageous resources (products, information, technology, services) or needs of enterprises according to the company's development plan and marketing objectives, then select the exhibition that is suitable for the right time, and finally consider how resources can win from the perspective of planning. For example, on the twelfth Beijing China International Clothing and Accessories Fair (CHIC2004), Fujian Qipai men's clothing has made great achievements through this way. Examine the whole process of its organization: Qipai, in the second half of 2003, combined with the brand's own cultural demands, developed "China collar" series of innovative products, and extended the culture of other products to achieve the perfect fusion of the essence of Chinese traditional culture and fashion. At the same time, in order to let more people know the brand new seven cards with Chinese traditional culture, when making the marketing promotion plan, Qipai chose the unprecedented grand occasion and the largest CHIC in Asia as the promotion medium. When considering how to stand out from the strong competition team (European Exhibition Group and Wenzhou Exhibition group) and how to attract the target audience, Qipai subverted the methods used by all the exhibitors in the past. No matter in terms of brand promotion, brand reputation enhancement, business invitation and so on, all have achieved very good results.

Secondly, the organization of the exhibition plan should be flexible, including the consideration of future changes and competition, and the necessary feedback and adjustment mechanism.

Finally, the exhibition organization should have strict process and responsibility division, and have special person responsible for the project, emphasizing the coordination within the enterprise, and the coordination work between the enterprise and the outsourcing unit. I often hear complaints from some business owners: the original idea is this way, but the booth and activity plan that the outside company gave me is out of touch with the brand and products, but the change plan is impossible because of the time pressure, which makes the business owner frustrated. The internal organization of some enterprises is very loose, so that the information collected at the exhibition is not collected, and the promotion is not well done.

Generally speaking, exhibition marketing is a complex project. It must be carefully planned and the way of winning the game, scientific division of labor and rigorous execution can make exhibition marketing really play a role.