How can the hottest enterprises participate in the

How enterprises participate in exhibitions (Part 2)

choose carefully

generally speaking, enterprises should consider the following factors in combination with the purpose of exhibition:

1 Nature of the exhibition. Each exhibition has different nature, which can be divided into image exhibition and commercial exhibition from the purpose of exhibition; From the industry setting, it can be divided into industry exhibition and comprehensive exhibition; According to the audience composition, it can be divided into public exhibitions and professional exhibitions; According to the trade mode, it can be divided into retail exhibition and order exhibition; Divided by exhibitors, there are also comprehensive exhibitions, trade exhibitions, consumer exhibitions... All of these, not to mention. In developed countries, there are clear boundaries between exhibitions of different natures. However, in developing countries, due to the economic environment and the level of the exhibition industry, it is often difficult to have an accurate division in order to better understand all the standard systems and new standards. Exhibitors should choose carefully according to their own needs (see attached table 2)

Annex II characteristics of different types of exhibitions

types of exhibitors content purpose admission mode

comprehensive manufacturers merchants industrial products trade traders public consumer goods

retail ticket admission retailers

trade manufacturers manufacturers industrial products trade registration admission trade traders

consumer goods trade registration admission

Consumer Retailers dominated public consumer goods retail ticket admission

2. popularity. Today, with the development of modern exhibition industry, the exhibitions of each industry have formed their own "leader", and become a place that buyers cannot go, such as Chicago tool show, Milan fashion show, Hannover Industrial Expo, Guangzhou National Export Commodities Fair, etc. Generally speaking, the higher the popularity of the exhibition, the more fast-moving exhibitors and buyers will be attracted, and the greater the possibility of transaction. If you attend a new exhibition, it depends on who the organizer is and how appealing it is in the industry. Famous exhibitions often charge higher fees. In order to save money, you can rent booths together with others. Even so, the effect will be better than those unknown small exhibitions

3. Exhibition content. A major feature of the modern exhibition industry is the increasing specialization. Exhibitions with the same theme can be subdivided into many small professional exhibitions. For example, it is also an exhibition about beer. Its specific exhibition content may be malt and hops, brewing technology, production equipment, packaging materials or technology, or a brand war. Exhibitors must understand clearly in order to avoid "going astray"

4. Time. Any product has its own life cycle. It includes five stages: newborn, development, maturity, saturation and recession. There is a certain rule between exhibition efficiency and product cycle. For ordinary products, in the newborn and development stages, the exhibition has a multiplier effect with half the effort; In the mature and saturated stage, the effect of exhibition may be twice the result with half the effort; In the recession stage, exhibitions often fail

5. Location. The ultimate purpose of participating in the exhibition is to promote products to the region, so we must study whether the host and surrounding radiation areas of the exhibition have their own target markets and potential purchasing power. If necessary, conduct a market survey first. There was once a slipper manufacturer who took it for granted that Africans would sell their products if the weather was hot in Africa. When I arrived there, I found that the weather was not hot, but the people of the superpower there didn't wear shoes at all

careful preparation

once you decide to participate in an exhibition, you should immediately start active preparation. The exhibition is a systematic project with a myriad of problems to consider. How can we reasonably use human, financial and energy? A survey of the visitors at the exhibition found that there were six main factors affecting their memory (see attached table 3). It is suggested that exhibitors may start from here

1. Selection of exhibits. Exhibits are the most important factor that exhibitors can leave an impression on visitors. Among the memory factors of visitors, "attractive exhibits" accounts for 39%, which should be taken into account. There are three principles for selecting exhibits, namely, pertinence, representativeness and uniqueness. Pertinence means that the exhibits should conform to the purpose, policy, nature and content of the exhibition; Representativeness means that the exhibits should reflect the exhibitor's technical level, production capacity and industry characteristics; Uniqueness means that the exhibits should have their own uniqueness in order to distinguish them from other similar products

2. Display mode. In most cases, the exhibits themselves cannot explain all the situations and show all the features. They need to adapt to real objects such as charts, materials, photos, models, props, models or commentators, and use decoration, scenery, lighting, audio-visual equipment and other means to explain, emphasize and render. If the exhibits are machinery or instruments, want "Starting from the A-pillar, we should consider arranging on-site demonstrations and even letting visitors do it by themselves; in the case of food and beverage, we should consider letting visitors taste it on site and preparing small packages for free distribution; in the case of clothing or backpacks, we should use models to show or arrange special performances. These are all to arouse the interest of visitors and increase their desire to buy.

3. Booth design. The surface task of booth design is to look good, not at all The task is to help exhibitors achieve the purpose of the exhibition. The booth should reflect the image of exhibitors, attract the attention of visitors and provide a functional environment for work. Therefore, while paying attention to the visual impact, the booth design should also pay attention to the following points: the exhibition is not a design competition, and the booth design should be coordinated with the overall trade atmosphere; The booth is designed to set off the exhibits. Don't let the green leaves drown the red flowers; The public image of exhibitors should be considered in the booth design, and it is not allowed to be too innovative; Don't neglect the basic functions of exhibition, meeting, consultation, rest and so on when designing the booth

4. Staffing. People are the first element of the exhibition work and the key to the success of the exhibition. The staffing of the booth can be considered from four aspects: first, select appropriate types of personnel or relevant departments according to the nature of the exhibition; Second, determine the number of personnel according to the workload; Third, pay attention to the basic qualities of personnel, such as appearance, voice, personality, consciousness, initiative, etc; Fourth, strengthen on-site training, such as professional knowledge, product performance, demonstration methods, etc. The booth staff should combine the characteristics of the commodities participating in the exhibition and respond flexibly: if mass consumer goods should strive to establish a brand image and form affinity among consumers; If it is a new product, we must vigorously publicize its uniqueness; If the product is original, its technological breakthrough should be emphasized

5. Customer invitation. If there are a lot of customers at the exhibition, of course, they can't wait for it, and sometimes it's inevitable that the court will be left out. This requires exhibitors to not only passively wait for customers, but also consciously invite customers. We can invite and attract customers by means of direct letters, door-to-door visits, advertising through the media, on-site publicity, and distribution of materials. In short, we should plan ahead and do our work ahead. If enterprises can identify, select and prepare according to the above steps when participating in the exhibition, they will get twice the result with half the effort

Wang Longzhang, Secretary of the Party committee and general manager of Chalco Shanxi branch attached table 3 visitor memory factors

exhibits are attractive 39%

operation demonstration 25%

booth design 14%

booth staff performance 10%

dissemination of information 8%

exhibitor fame 4%