In the face of the exhibition invitation to come in a throng, enterprise whether to participate in the exhibition, exhibitors can bring what benefit, how to make full use of exhibition communication enterprise information, and the strong opponent with a series of problems such as the contest show is doubtful, it involves how to really play a role in the show.
Good planning
On the exhibition marketing, enterprises generally there are two different viewpoints and practice: some enterprises, including some well-known domestic large enterprises, still unable to break away from the intensive marketing management, often rush to fight, the exhibition marketing work lack of pertinence, organizations planning is still in the imitation stage, lack of their own brands, unique style unique selling proposition and other aspects of the in-depth research and innovation.
Another kind of business is the fair in front of earlier time developed a rigorous and demanding the exhibition marketing plan to guide its work. But in most cases, the original plans to work with the show 's actual situation, consumer demand, the social trend line, therefore, show the effect will greatly discounted, exhibition marketing did not play its due role, mainly concentrated in the following areas:
First, the lack of scientific and effective marketing planning. In the face of a multitude of names of the exhibition, have chosen to timely, appropriate and corporate marketing plan to match the exhibition exhibitors, blind.
Secondly, the lack of strategic planning, will only show marketing work as a transactional work treats, in order to exhibitors and exhibitors. The ultimate aim is to show what? Who would like to spread what information? How to attract the target audience? How to make communication winning opponent? These problems have not been thoroughly to consider.
In third, event planning organization process, enterprise decision-making management layer and execution layer, enterprises and units in the association between the lack of good communication, resulting from the respective of exhibition planning organizations, objective existence in understanding deviation. For example, enterprises to promote products, brand culture and the booth style, activity organization way out.
Finally, the budget also overestimated the exhibition effect return, causing the show input and output ratio is not harmonious. Recently, the domestic exhibition appeared a tendency -- the booth, activity organization begged blindly big, for luxury, and ignore the exhibition itself performance effect.
Exhibition promotion to lo
The exhibition marketing work done relatively outstanding enterprises, there are some similarities exist: the first step is based on the company's development planning and marketing objectives, to the advantage of the enterprise resources ( products, information, technology, service ) or needs analysis, then pour out timely correct the event promotion, finally, from the planning point consider how resources.
Secondly, to develop the exhibition plans to carry out organizational work should be flexible, including changes in the future and competitive thinking, necessary feedback and adjustment mechanism.
Finally, exhibition and exhibition planning should have a strict process and the division of duties, and the person responsible for the project, emphasize the internal coordination of enterprise, enterprise and foreign units coordinated operation. Often hear some business owners do complain : I think so, but outside the company to my booth and the activities of the program and the brand and product line, and change the plan because of the urgency of time become impossible, let business owners feel depressed. Part of the enterprise internal organization is loose, so as to show the collected information is not collected, the promotion did not do a good job.
In general, the exhibition marketing is a complicated system engineering, must be carefully planned and lo, a promotion mode, the scientific division of labor, the rigorous implementation, in order to really play the role of exhibition marketing.