subject: Exhibitors must have knowledge of overseas exhibitors more blossoms - Exhibition, Exhibition - Gifts & Crafts Industry [print this page] Exhibitors must have knowledge of overseas exhibitors more blossoms - Exhibition, Exhibition - Gifts & Crafts Industry
With the opening up of the increasingly expanding, the domestic regions, the industry is keen to exchange with overseas, especially in export-oriented areas, enterprises, and for the expansion of overseas trade and with
Cooperation Mechanism, active to go abroad, to participate in overseas exhibitions or exhibitions abroad alone the day more. This is a good sign. But a little worry, many exhibitors in overseas exhibitions, often ups and downs and costly, but with little success. The reason, of course, products, markets, packaging, pricing, advertising and sales network, and many other issues, however, the exhibition can not achieve the intended goal of the exhibition, the exhibition itself, but for most of the organization and implementation of a problem. Such as, prior to the survey and market research show ill, and even show the improper configuration does not exhibit, or transport of exhibits, etc. to cause significant damage. In short, the exhibition is due to the lack of basic knowledge of overseas experience. To this end, we have to introduce the basics of overseas exhibitors.
Chapter Selection and participate in international fairs
Participate in exhibitions and is the most important way of marketing, is one of the preferred corporate way of opening new markets. At the same time, same place to make certain the industry's most important manufacturers and buyers gathered together, such opportunities are not found in other occasions. Through participation in exhibitions, people can quickly complete picture of market conditions. With many businesses is the exhibition of this channel, test marketing new products to domestic and foreign customers to launch new brands, and through contacts with buyers from around the world to understand who are the real customers, industry trends, and final products to sell , the purpose of occupying the market. U.S. Trade Expo to a recent survey, manufacturing, communications and wholesale trade, 2 / 3 of the company regularly participates in exhibitions; financial and insurance service industries although only display information and pictures, but still 1 / 3 of companies will show as a major marketing tool.
(A) understand the characteristics of To take full advantage of exhibitions, must understand the show features. Fair different from other marketing methods, it is the only full use of the marketing activities of the body senses that people's awareness through the exhibition of the products is the most comprehensive and profound. Meanwhile, the exhibition is a neutral place, not a private sale of any party. From a psychological point of view, this environment easily engender a sense of independence, thus positive, negotiations and equal manner. This highly competitive and the atmosphere of freedom, is the company to open up the market in the most need.
Same time, the exhibition is an extremely complex systems engineering is restricted by many factors. From planning, market research, booth selection, exhibits collection, customs transportation, customer invitation, exhibition layout, advertising, organization of transactions until the Return of exhibits, interact with each other forming a restricted organic whole, a part of any mistake, would directly affect the exhibition effect.
If the exhibition not know enough about these features, even if the exhibitor to spend a lot of manpower and resources, it may not be able to achieve the desired results.
(B) clearly defined objectives Speaking of goals exhibitors often hear some typical errors are:
"Boss to come!" "Because we have been participating in this exhibition."
"Because our competitors have come."
"This is the industry's largest exhibitions."
Fact, these goals are not participating up to be on display reasons, and no one is the root cause.
Corporate exhibitors usually have the following objectives: establishing and maintaining the company image; developed markets and find new customers; introduce new products or services; identify
Proxy Providers, distributors or joint venture partners; sales effectiveness; of the local market, develop new products and so on. Association of the German exhibition will be participating under target marketing theory summarized as: the basic goal, the product targets, price targets, objectives and sales targets five propaganda. Enterprises may also have several purposes, but the participants must be identified before the main objective to develop specific programs targeted to distinguish between priorities.
(C) the careful selection In general, companies in the choice of trade fair, the purpose should be combined with key exhibitors to consider the following factors:
1. Show properties. Each show has a different nature, the purpose can be divided into the image from the exhibition development and business development; set can be divided into sectors from industry, development and integrated development; posed by the audience development can be divided into public and professional development; by way of trade can be development into retail development and order; to display are divided into groups, but also comprehensive exhibition, trade show, consumer show .... Such examples are numerous. In developed countries, different kinds of exhibitions demarcated. But in developing countries due to economic conditions and the level of restrictions on the exhibition industry, is often difficult to have accurate classification. Exhibitors should consider its own needs, choose carefully.
2 .. Visibility. Modern exhibition industry today, each of the exhibition industry have formed their own "dragon heads", a buyer can not not go to places such as Chicago, tool development, Milan fashion shows, Hanover Industrial Fair, Guangzhou China Export Commodities Fair and so on. Generally, the higher the visibility of exhibitions, attracting more exhibitors and more buyers, the greater the likelihood of transactions. If participation is a new exhibition, will depend on the organizers who appeal to the industry. Known higher charges are often large exhibitions in order to save costs, can be shared with the people stand, even so, the effect will be better than those unknown to participate in a small exhibition.
3. Exhibition. Modern exhibition industry is increasingly a feature of specialization, the same theme can be broken down into many small exhibition of professional development. For example, the same exhibition the beer, the specific display content may be malt and hops, may be brewing technology, production equipment may be, may package the material working techniques may also be a brand war. Exhibitors must understand clearly in advance, so that "the erring."
4. Time. Any product has its own life cycle, that is new, development, maturity, saturation, decline in five phases. Between efficiency and product life cycle exhibit a certain regularity, for ordinary products, and development in the newborn stage, the exhibition has a multiplier effect; in a mature and saturated stage, the effect of possible duplication of efforts on display; to a recession phase, exhibit often fruitless.
5. Location. Participate in the ultimate goal of the exhibition is to sell products to the region, they must be of fairs
