Summary of contents: At the exhibition, the operating conditions of different companies and the company's strength are different. Enterprises must find out their own positioning for exhibiting and reasonably establish the goals for participating companies. In order to meet the needs of development, companies must raise their awareness of the show and make the show better for their own use.
Regarding the role of the industry website and the promotion of industry information work, look at the exhibition marketing of abrasives industry.
Differences in the effectiveness of the exhibition According to statistics, the enterprises exhibited in the abrasives industry are gradually increasing. However, they are also exhibitors. Different enterprises have different results. Some companies can sign orders at the show; some exhibitors quickly increase their visibility in the industry; others also show up for their own exhibitions for a while, and the cost of the booths thrown out is like a sinking sea. Although these differences are not unrelated to the company's own economic strength and existing reputation, they depend to a large extent on the company's attitude toward the show, its preparation for the show, and its marketing strategy.
The company's understanding of the exhibition When the author visited several abrasives exhibiting companies to understand the company's attitude towards the show, the answers were very similar. Most companies think that “by participating in the exhibition, you can gain two points – increase the visibility of your company and present your products to customers.†There are also some companies that participate in the exhibition only because their competitors are exhibiting, if they do not participate in the competition, The opponent will be out of the limelight and he will be squeezed. It can be seen that some companies still have some limitations in understanding the exhibition.
Many exhibitions are difficult for enterprises to choose. With the increase in the number of exhibitors and the increase in the number of exhibitions, the challenges faced by exhibitors are also increasing. The first is the duplication of products exhibited among companies, especially the abrasives industry. Products vary little in terms of type and performance. And more and more products with more and more names make it difficult for companies to decide whether they should participate in the exhibition. Many companies did not choose to exhibit for their own business development, blindly participating.
According to the exhibition as a corporate promotion plan, in order to change the passive situation faced by enterprises participating in the exhibition, for enterprises, the first thing to do is to raise awareness, attach importance to participation, and incorporate the exhibition work into the plan of the company’s marketing strategy. Important promotion plan. At the same time, it is necessary to carefully consider the accidents that may occur in the exhibition and propose preventive measures. Businesses need to be clear that participation is not a simple corporate product display, which implies a relationship between income and expenditure. The investment in manpower, material and financial resources for enterprises' participation is intended to be rewarded, and how much of the specific return is required. Enterprises must have a bottom in mind, and it is best to be able to use figures.
Know more about the exhibition information Before the exhibition, companies must have a comprehensive understanding of the scale of the exhibition, the companies participating in the exhibition, the exhibitors, and the geographical location of the exhibition. Before participating in the exhibition, companies need to do a preliminary survey of the exhibition to understand what the participating industries are, whether these industries have customers they are familiar with, and whether they can tap new customer groups. At the same time, understanding the number of industry experts who came to participate in the exhibition, because their identification ability is stronger than that of laymen, so the product requirements are also strict. If it is an international exhibition, the requirements of foreign exhibitors may be more stringent under the differences in the technical level at home and abroad. The traffic conditions and geographic location of the exhibition are related to whether the company can complete the exhibition according to plan, and also affect the freight cost of the product and the cost of the travel of the staff.
All previous investigations are to determine whether a company is suitable to participate in a certain exhibition. If there is no target merchant participating in the exhibition or if the cost of participating in the exhibition exceeds the profit after the exhibition, it will only be given up.
Explicit positioning of the exhibit After the company decides to participate in the exhibition, it must clearly define the orientation (theme) of the exhibitor. This is the standard that distinguishes the company from the peers at the show. It also represents the characteristics of the company and the purpose of the exhibit. For example, in the 17th International Hardware Expo, the theme of Shunde Chuanghui Abrasive Products Co., Ltd. is “Wind by the Kings and Win the World Togetherâ€. The magnificent words tell customers from the past that the company’s reputation is good and its quality is good. , and this exhibition is a recruitment agent to achieve a win-win situation.
At the exhibition, the operating conditions of different companies and the company's strength are different. Enterprises must find out their own positioning for exhibitions and reasonably set the goals for participating companies. Exorbitant goals can upset all plans after the company and are often counterproductive. At the same time, the position of the imitation peer company is also undesirable, after all, "people who follow the shadow of others will always be a step slower than others."
Determined the positioning of the exhibition, after all the work is also centered around the positioning, companies must do a detailed and detailed planning, highlighting corporate positioning. For example, the position of Tu Long Abrasives Co., Ltd. at the 17th International Hardware Fair was "sharp safety and economy." Then, the products exhibited by the company will reflect this concept and reflect the benefits and safety of the products. When the staff introduces their products to merchants, they must highlight the characteristics of the products and highlight the advantages of the products in terms of price and performance. It is advisable to pass the test tests to convince the customers.
When exhibiting, the company always hopes that the location of its booth is the biggest position for the flow of merchants and hopes that its booth will be conspicuous and spacious. If you can achieve the expectation of course, it will be more conducive to the publicity of the company. However, if you do, the cost will be very high. The asking price of the gold booth in the market is much higher than that of the ordinary booth. Therefore, the company must do what it takes and, besides, Customers who are interested in talking about business will not mind walking a few more steps to see more. However, companies must do everything they can to reflect the characteristics of the booth. We must lay out the layout of the products, counter decoration and lighting, in order to better communicate corporate values ​​and highlight corporate brand image.
Improve the work enthusiasm of exhibitors At the exhibition, the author could see some of the staff standing on the booths face gloomy. It can be imagined that he must be unhappy when he provides advice to clients. This kind of situation cannot be fully regarded as the quality of the staff. Enterprises should start from the mechanism of cultivating their own staff to find out the reasons. Before participating in the exhibition, staff members need to receive certain training to let them know the overall situation of the exhibition to be attended and the purpose of the company's participation. Enterprises should stipulate and enforce specific rules and regulations for the work attitude and work methods of the participating staff. Only the staff’s enthusiasm for work has improved, and the quality of service at the time of the company's participation in the exhibition can be raised.
The core of enterprises' participation is to launch their own products, so special attention should be paid to the selection of products. No company's product can achieve 100% precision, but if the error occurs in the exhibition, it is equivalent to short exposure.
The purpose of participating in exhibition propaganda work is to achieve publicity, and this propaganda effect needs to be supported by preliminary propaganda work. No matter how good the exhibition is, it is worthwhile to be silently left at the show. Businesses can promote their own exhibition work through newspapers, websites, televisions, and other media before the exhibition, including the scale, location, and products displayed. Considering the cost of participating, media promotions need to be carefully chosen. A more convenient way is to find the contact information of the target merchants and invite the manufacturers to visit the booth for guidance and consultation through SMS or e-mail. These vendors may not be really interested in entering the fair to view the consultation, but they will at least pay special attention to the booths of the companies that have sent invitations to them.
Before the participation in the division of labor, the company must organize personnel to analyze the personality and abilities of each staff member to form a team with complementary advantages. Everyone in the team must work according to strict procedures, and each project must have the responsible person to co-ordinate the overall situation and urge other people to implement their own work. Throughout the entire process, as far as possible the details of the division of labor, in order to avoid the emergence of promotion work at the show, unauthorized leaving the post and other unsatisfactory circumstances.
Carefully collect feedback from customers The company must strengthen the channel construction with customers, keep the exchanges smooth, and communicate with customers throughout the entire exhibition process. In the early period, companies communicated with customers through promotional work; in the mid-term, that is, at the exhibition, the staff of the company needed to carefully extract the opinions of customers, and after making records to facilitate feedback and self-improvement, the staff could also take some of the company’s own Problems are actively communicated with the client, seeking the client's opinions and suggestions on certain aspects of the company; finally, after the end of the exhibition, the company can contact customers in some ways to collect feedback. Of course, there are also some customers who will take the initiative to give their opinions to the company, so that it will be more conducive to mutual exchanges. For any company, the exhibition is because there is still room for improvement. Through the feedback collected, the direction of the company's future innovation is more clear.
After the exhibition is done, after the exhibition is over, the company should collect the reports of the various departments, organize the participation of all the participants, and carefully summarize the results of the exhibition. At the same time, financial revenue proceeds will be cleared for future reference.
The development of the future exhibition With the development and needs of the society, the future exhibition will be more and more, because more and more companies will need to use the exhibition platform. With the refinement of the social division of labor, the exhibition will show a specialization and scale. The situation. Specialization is mainly reflected in two aspects. First, the nature of the exhibition is more and more specialized and detailed. Second, the exhibition's products, service quality, and facilities are increasingly specialized. In order to meet the needs of development, companies must raise their awareness of the show and make the show better for their own use.
Regarding the role of the industry website and the promotion of industry information work, look at the exhibition marketing of abrasives industry.
Differences in the effectiveness of the exhibition According to statistics, the enterprises exhibited in the abrasives industry are gradually increasing. However, they are also exhibitors. Different enterprises have different results. Some companies can sign orders at the show; some exhibitors quickly increase their visibility in the industry; others also show up for their own exhibitions for a while, and the cost of the booths thrown out is like a sinking sea. Although these differences are not unrelated to the company's own economic strength and existing reputation, they depend to a large extent on the company's attitude toward the show, its preparation for the show, and its marketing strategy.
The company's understanding of the exhibition When the author visited several abrasives exhibiting companies to understand the company's attitude towards the show, the answers were very similar. Most companies think that “by participating in the exhibition, you can gain two points – increase the visibility of your company and present your products to customers.†There are also some companies that participate in the exhibition only because their competitors are exhibiting, if they do not participate in the competition, The opponent will be out of the limelight and he will be squeezed. It can be seen that some companies still have some limitations in understanding the exhibition.
Many exhibitions are difficult for enterprises to choose. With the increase in the number of exhibitors and the increase in the number of exhibitions, the challenges faced by exhibitors are also increasing. The first is the duplication of products exhibited among companies, especially the abrasives industry. Products vary little in terms of type and performance. And more and more products with more and more names make it difficult for companies to decide whether they should participate in the exhibition. Many companies did not choose to exhibit for their own business development, blindly participating.
According to the exhibition as a corporate promotion plan, in order to change the passive situation faced by enterprises participating in the exhibition, for enterprises, the first thing to do is to raise awareness, attach importance to participation, and incorporate the exhibition work into the plan of the company’s marketing strategy. Important promotion plan. At the same time, it is necessary to carefully consider the accidents that may occur in the exhibition and propose preventive measures. Businesses need to be clear that participation is not a simple corporate product display, which implies a relationship between income and expenditure. The investment in manpower, material and financial resources for enterprises' participation is intended to be rewarded, and how much of the specific return is required. Enterprises must have a bottom in mind, and it is best to be able to use figures.
Know more about the exhibition information Before the exhibition, companies must have a comprehensive understanding of the scale of the exhibition, the companies participating in the exhibition, the exhibitors, and the geographical location of the exhibition. Before participating in the exhibition, companies need to do a preliminary survey of the exhibition to understand what the participating industries are, whether these industries have customers they are familiar with, and whether they can tap new customer groups. At the same time, understanding the number of industry experts who came to participate in the exhibition, because their identification ability is stronger than that of laymen, so the product requirements are also strict. If it is an international exhibition, the requirements of foreign exhibitors may be more stringent under the differences in the technical level at home and abroad. The traffic conditions and geographic location of the exhibition are related to whether the company can complete the exhibition according to plan, and also affect the freight cost of the product and the cost of the travel of the staff.
All previous investigations are to determine whether a company is suitable to participate in a certain exhibition. If there is no target merchant participating in the exhibition or if the cost of participating in the exhibition exceeds the profit after the exhibition, it will only be given up.
Explicit positioning of the exhibit After the company decides to participate in the exhibition, it must clearly define the orientation (theme) of the exhibitor. This is the standard that distinguishes the company from the peers at the show. It also represents the characteristics of the company and the purpose of the exhibit. For example, in the 17th International Hardware Expo, the theme of Shunde Chuanghui Abrasive Products Co., Ltd. is “Wind by the Kings and Win the World Togetherâ€. The magnificent words tell customers from the past that the company’s reputation is good and its quality is good. , and this exhibition is a recruitment agent to achieve a win-win situation.
At the exhibition, the operating conditions of different companies and the company's strength are different. Enterprises must find out their own positioning for exhibitions and reasonably set the goals for participating companies. Exorbitant goals can upset all plans after the company and are often counterproductive. At the same time, the position of the imitation peer company is also undesirable, after all, "people who follow the shadow of others will always be a step slower than others."
Determined the positioning of the exhibition, after all the work is also centered around the positioning, companies must do a detailed and detailed planning, highlighting corporate positioning. For example, the position of Tu Long Abrasives Co., Ltd. at the 17th International Hardware Fair was "sharp safety and economy." Then, the products exhibited by the company will reflect this concept and reflect the benefits and safety of the products. When the staff introduces their products to merchants, they must highlight the characteristics of the products and highlight the advantages of the products in terms of price and performance. It is advisable to pass the test tests to convince the customers.
When exhibiting, the company always hopes that the location of its booth is the biggest position for the flow of merchants and hopes that its booth will be conspicuous and spacious. If you can achieve the expectation of course, it will be more conducive to the publicity of the company. However, if you do, the cost will be very high. The asking price of the gold booth in the market is much higher than that of the ordinary booth. Therefore, the company must do what it takes and, besides, Customers who are interested in talking about business will not mind walking a few more steps to see more. However, companies must do everything they can to reflect the characteristics of the booth. We must lay out the layout of the products, counter decoration and lighting, in order to better communicate corporate values ​​and highlight corporate brand image.
Improve the work enthusiasm of exhibitors At the exhibition, the author could see some of the staff standing on the booths face gloomy. It can be imagined that he must be unhappy when he provides advice to clients. This kind of situation cannot be fully regarded as the quality of the staff. Enterprises should start from the mechanism of cultivating their own staff to find out the reasons. Before participating in the exhibition, staff members need to receive certain training to let them know the overall situation of the exhibition to be attended and the purpose of the company's participation. Enterprises should stipulate and enforce specific rules and regulations for the work attitude and work methods of the participating staff. Only the staff’s enthusiasm for work has improved, and the quality of service at the time of the company's participation in the exhibition can be raised.
The core of enterprises' participation is to launch their own products, so special attention should be paid to the selection of products. No company's product can achieve 100% precision, but if the error occurs in the exhibition, it is equivalent to short exposure.
The purpose of participating in exhibition propaganda work is to achieve publicity, and this propaganda effect needs to be supported by preliminary propaganda work. No matter how good the exhibition is, it is worthwhile to be silently left at the show. Businesses can promote their own exhibition work through newspapers, websites, televisions, and other media before the exhibition, including the scale, location, and products displayed. Considering the cost of participating, media promotions need to be carefully chosen. A more convenient way is to find the contact information of the target merchants and invite the manufacturers to visit the booth for guidance and consultation through SMS or e-mail. These vendors may not be really interested in entering the fair to view the consultation, but they will at least pay special attention to the booths of the companies that have sent invitations to them.
Before the participation in the division of labor, the company must organize personnel to analyze the personality and abilities of each staff member to form a team with complementary advantages. Everyone in the team must work according to strict procedures, and each project must have the responsible person to co-ordinate the overall situation and urge other people to implement their own work. Throughout the entire process, as far as possible the details of the division of labor, in order to avoid the emergence of promotion work at the show, unauthorized leaving the post and other unsatisfactory circumstances.
Carefully collect feedback from customers The company must strengthen the channel construction with customers, keep the exchanges smooth, and communicate with customers throughout the entire exhibition process. In the early period, companies communicated with customers through promotional work; in the mid-term, that is, at the exhibition, the staff of the company needed to carefully extract the opinions of customers, and after making records to facilitate feedback and self-improvement, the staff could also take some of the company’s own Problems are actively communicated with the client, seeking the client's opinions and suggestions on certain aspects of the company; finally, after the end of the exhibition, the company can contact customers in some ways to collect feedback. Of course, there are also some customers who will take the initiative to give their opinions to the company, so that it will be more conducive to mutual exchanges. For any company, the exhibition is because there is still room for improvement. Through the feedback collected, the direction of the company's future innovation is more clear.
After the exhibition is done, after the exhibition is over, the company should collect the reports of the various departments, organize the participation of all the participants, and carefully summarize the results of the exhibition. At the same time, financial revenue proceeds will be cleared for future reference.
The development of the future exhibition With the development and needs of the society, the future exhibition will be more and more, because more and more companies will need to use the exhibition platform. With the refinement of the social division of labor, the exhibition will show a specialization and scale. The situation. Specialization is mainly reflected in two aspects. First, the nature of the exhibition is more and more specialized and detailed. Second, the exhibition's products, service quality, and facilities are increasingly specialized. In order to meet the needs of development, companies must raise their awareness of the show and make the show better for their own use.