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According to statistics, the number of exhibitors in the abrasives industry is gradually increasing, but it is also exhibiting. Different companies have different results. Some enterprises can sign orders at the exhibition; some enterprises have rapidly increased their popularity in the industry after they participated in the exhibition; some companies have been busy for their exhibitions for a while, and the cost of booths thrown out is like a sea of ​​stones. Although the results of these differences are not unrelated to the economic strength and popularity of the company itself, it depends largely on the attitude of the company to the exhibition, the degree of preparation for the exhibition and the marketing strategy.
Enterprise awareness of the exhibition
When I visited several abrasives exhibitors to understand the attitude of the company to the exhibition, the answers were very similar. Most companies believe that “by attending the exhibition, you can gain two points – to increase the visibility of the company and to show your products to customers.†Some companies also participate in the exhibition only because their competitors participate, if they do not exhibit, compete The opponent will be out of the limelight and will be squeezed. It can be seen that some enterprises still have certain limitations in their understanding of the exhibition.
Many exhibitions, companies are difficult to choose
Nowadays, with the increase in the number of exhibitors and the increase in the number of exhibitions, the challenges faced by exhibitors are also growing. The first is the duplication of exhibiting products between companies, especially in the abrasives industry. The difference in product type and performance is small. And there are more and more famous products, which makes it difficult for companies to choose whether they should attend the exhibition. Many companies have not chosen to participate in exhibitions suitable for their own business development, blindly exhibiting.
Depending on the exhibition as a corporate promotion plan
In order to change the passive situation faced by enterprises, the first thing for enterprises is to raise awareness, attach importance to exhibiting, and incorporate the exhibition work into the plan of corporate marketing strategy, and take the exhibition as an important promotion plan for the company. At the same time, it is necessary to carefully consider the possible accidents and exhibit preventive measures. Enterprises need to be clear that participation is not a simple product display, which contains the relationship between income and expenditure. The investment in manpower and material resources, etc. in the exhibition of enterprises is to be rewarded. The specific returns are the ones that the company must have in mind. It is best to use numbers to explain.
Learn more about the exhibition information
Before the exhibition, the company must have a comprehensive understanding of the scale of the exhibition, the participating companies, the participating audiences and the geographical location of the exhibition. Before the exhibition, companies need to conduct pre-investigations on the exhibition to find out which industries are exhibiting. Do they have familiar customers in these industries and understand whether they can tap new customer groups. At the same time, know how many industry experts are among the customers who come to the exhibition, because their identification ability is stronger than that of the layman, so the product requirements are strict. If it is an international exhibition, the requirements of foreign exhibitors may be more demanding under the difference of domestic and foreign technical level. The traffic status and geographical location of the exhibition are related to whether the company can complete the exhibition as planned, and also affect the freight cost of the product and the cost of staff travel.
All the preliminary investigations are to determine whether the enterprise is suitable for participating in an exhibition. If there is no target merchant exhibiting or the cost of exhibiting exceeds the post-show income, then only give up.
Clear positioning of exhibitors
After the company decides to participate in the exhibition, it must clearly define the positioning (theme) of the exhibition. This is the standard that distinguishes the company from the peers at the exhibition. It also represents the characteristics of the company and the purpose of the exhibition. For example, at the 17th International Hardware Fair, the theme of Shunde Chuanghui Abrasives Co., Ltd. is “the wind of the king, win the world togetherâ€. The magnificent statement tells the merchants who come and go, the reputation of the company is good and the quality is good. And this exhibition is a recruiting agent to achieve a win-win situation.
At the exhibition, the operating conditions and company strength of different companies are different. Enterprises must identify their own positioning and rationally set the target for exhibiting. Excessive goals can disrupt all planning after the business, often counterproductive. At the same time, it is not advisable to imitate the positioning of peer companies. After all, "people who follow others' shadows will always be one step slower than others."
The positioning of the exhibition has been determined, and all subsequent work will be centered on positioning. Enterprises must make detailed and detailed planning to highlight the positioning of the company. For example, at the 17th International Hardware Fair, Tulong Abrasives Co., Ltd. is positioned as “sharp, safe and economicalâ€. Then, the products exhibited by the company will also surround this concept and reflect the benefits and safety of the products. When introducing their products to customers, the staff must highlight the characteristics of the products and highlight the advantages of product prices and performance. It is best to pass the test and test to convince the customers.
When exhibiting at the exhibition, I always hope that the position of my booth is the largest position for the merchants, and I hope that my booth will be conspicuous and spacious. If you can achieve the expectations, it is better for the company's publicity, but in this case, the cost will be very high. The price of the gold booth in the market is much higher than that of the ordinary booth. Therefore, the company must do its best, and, in the exhibition, Customers who are interested in talking about business will not mind taking a few more steps to see more. However, enterprises must do their utmost to reflect the characteristics of the booth, and need to carefully arrange the placement of products, counter decoration and lighting, in order to better convey corporate value and highlight the corporate brand image.
Improve the enthusiasm of employees
At the exhibition, the author can see that some of the staff standing on the booth are gloomy. It is conceivable that when he provides advice to clients, he must also have unhappy feelings. This situation cannot be fully dedified as the quality of the staff. Enterprises should start from the mechanism of their own staff and find out the reasons. Before the exhibition, it is necessary for the staff to receive certain training to let them know the overall situation of the upcoming exhibition and the purpose of the exhibition. Enterprises should set specific rules and regulations for the work attitude and working methods of the exhibitors to be bound and motivated. Only the enthusiasm of the staff of the staff has improved, and the quality of service when the company exhibits can be raised.
The core of the company's participation is to launch its own products, so you need to pay special attention to the selection of products. No company's products can achieve 100% accuracy, but if the error occurs at the exhibition, it is equivalent to self-exposure.
Do a good job in exhibition promotion
The purpose of the exhibition is to achieve the publicity effect. The realization of this kind of publicity needs the support of the previous publicity work. The exhibition is doing a good job, and being left out in the obscurity in obscurity is tantamount to doing a good job. Before the exhibition, enterprises can publicize their participation through newspapers, websites, TV and other media, including the scale, location and products displayed. Based on the cost of exhibiting, media promotion needs 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 email. These vendors may not really want to go to the show to watch the consultation, but they will at least pay special attention to the booths of the companies that send them invitations.
Duty division of duties
Before the exhibition, the company must organize the personnel, analyze the personality and ability of each staff, and form a team with complementary advantages. Everyone on the team must work in a rigorous process, and each project must have a responsible person to coordinate the overall situation and urge others to implement their work. In the whole process, we should try our best to make a detailed division of labor, so as to avoid unsatisfactory situations such as improving work and leaving the post without permission.
Carefully collect customer feedback information
Enterprises must strengthen channel construction with customers, keep communication open, and communicate with customers throughout the exhibition process. In the early stage, the company communicated with customers through publicity work; in the medium term, that is, at the exhibition, the staff of the company needs to carefully extract the opinions of the customers, and make records to facilitate the feedback and improvement of the customers, and the staff can also The problem actively communicates with customers, seeks customers' opinions and suggestions on certain aspects of the company; finally, after the exhibition is over, the company can contact customers through some methods to collect feedback information. Of course, some customers will take the initiative to give advice to the company, which is more conducive to mutual communication. For any company, the exhibition is because there are still some areas for improvement. The feedback information collected by the company will make the direction of the company's future innovation more clear.
Do a good job after the exhibition report
After the exhibition, the company should collect the exhibition reports of various departments, organize all the exhibitors to discuss, and carefully summarize the results of the exhibition. At the same time, the financial expenditures are cleared for future reference.
Future exhibition development
With the development and needs of the society, there will be more and more exhibitions in the future, because more and more enterprises will need to use the exhibition platform. With the refinement of social division of labor, the exhibition will show a professional and large-scale situation. Specialization is mainly manifested in two aspects. First, the nature of the exhibition is more and more professional and detailed. Second, the exhibition exhibits products, service quality, facilities and other aspects are becoming more and more specialized. In order to meet the needs of development, companies must improve their understanding of the exhibition and make the exhibition better for their own use.
Look at the exhibition of abrasives industry exhibition
Difference in the effect of the exhibition