Discussion on the management of exhibitions in printing enterprises
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With the acceleration of the global economic integration process, the segmentation of product services and the fierce competition in the market, product promotion has become one of the important business activities of printing companies by participating in various professional exhibitions. In the era of rapid development of electronic information, this trend has not only weakened but has been strengthened. The charm of the exhibition is that it can deliver the characteristics of the products on time and communicate directly with the target customers, so as to achieve the purpose of business cooperation in a short time. This is unparalleled in any other media.
In China, there are various exhibitions held every day. Which of these exhibitions is the first choice for printing companies? Why do printing companies participate in these exhibitions? In recent years, various types of exhibitions have sprung up. Every day, enterprises receive countless kinds of exhibition materials, advertising brochures, invitations for exhibitions. How should printing companies choose and participate in exhibitions?
First, the significance of printing enterprises to participate in the exhibition
1. Reduce marketing costs and expand marketing channels
Due to the pertinence and intuitiveness of the exhibition activities, the printing company can directly communicate or establish contact with professional customers or target customers who are interested in the products in a short period of time. It takes several times more time and effort to complete the same amount of marketing campaigns outside of the event. According to the results of the Commonwealth Exhibition Industry Association survey, the exhibition is the most effective marketing intermediary than professional magazines, direct mail, salesman sales, public relations, newspapers, television, telephone and other means. If you find a customer through the general channel, the cost is 21.9 pounds, and the cost of finding a customer through the exhibition is only 3 5 pounds.
2. Establish a corporate image and increase corporate visibility
In the whole event of the exhibition, the printing company through the design and layout of the booth, through various modern display means, through the printing of pictures, texts, and various conferences, product promotion meetings, customer associations, title selection Such activities can more fully display the corporate brand, corporate culture, corporate strength, and business philosophy, better shape the corporate image, enhance corporate visibility, accumulate tangible and intangible assets for the further development of printing companies, enhance corporate competitiveness, and provide support. Therefore, although the development of network technology has indeed greatly facilitated the printing and exchange of printing enterprises, and the available ways and means have been greatly increased, most printing companies still believe that the significance and role of the exhibition activities cannot be underestimated.
3. Determine market positioning and corporate status
Through the inspection and research during the exhibition, printing companies can collect market information and related technical information about competitors, suppliers and new and old customers, and quickly and effectively understand the latest developments and trends of the domestic and international printing industry. Competitors' business performance, development potential and value orientation, understand and clarify the position of the company in the industry and competition, and also reach out to potential customers and establish a preliminary cooperation intention. The collection of this series of information provides a basis for decision-making for the company's market positioning and for the development of the next development strategy.
Second, how do printing companies choose the right exhibition?
In today's trade exchanges, “Exhibition” has been recognized as one of “the most outstanding markets”. However, the printing company does not participate in all exhibitions to achieve the purpose of the exhibition and the expected goals. There are about tens of thousands of international trade fairs held every year in the world. Different organizers and different operational capabilities make different exhibitions show different quality and level. Therefore, the correct choice of exhibition has become the key to the success of the exhibition. To do this, you must follow these few points:
First, analyze the exhibition situation: Focus on the nature of the exhibition, promotion methods, exhibition reservations, exhibition venues, etc.
Second, to explore the industry's view: to explore the views of the exhibition and the problems encountered by competitors and other exhibitors, including product display, booth layout, period activities and so on. At the same time, look to the exhibition organizers or industry associations for their views on the exhibition?
Third, the results of the analysis: After a detailed analysis of the exhibition, the next step is to make a decision, that is, whether to participate? Is it a big booth or a small booth? Whether to organize exhibitors or visits to do market research.
Third, how the printing company is surprisingly successful at the exhibition
As far as the domestic printing industry is concerned, there are more than 100 exhibitions of large and small in the whole industry in one year. This is a good opportunity for companies engaged in the printing industry to promote their products. However, when it comes to specific exhibitions, many people will answer “select an exhibition, set up a booth, put a few stacks of information and wait for the issuance and signing.” But anyone who has participated in the exhibition should have such a feeling, even at the same exhibition. There are also huge differences in the order taking effect of the same type of printing companies. What is the reason for this phenomenon? In addition to the product itself, how do we fight the tough battle at the show?
1. Selection of booth locations
Choosing the right venue is an important part of the exhibition. The first thing to consider is the way people flow, understand the direction in which the crowd moves in the entire exhibition venue, and then pick the booth accordingly. For example, the most popular place for people is the proximity to the entrance and exit, the washroom, the lounge and the eating area. The column and loading area of the exhibition hall have potential problems that hinder the crowd. If your booth is located next door to a competitor, the company will use the booth effectively to show where its products are good for competitors. If you want to rent a showcase, increase the light source or adjust the layout of the booth during the exhibition, you must agree beforehand to avoid the temporary decision during the exhibition. In addition, industry associations or enterprises can also participate in group exhibitions, which can increase the momentum and expand the influence. Secondly, it is also possible to open a special exhibition hall to display the brand at the exhibition venue.
2. Training for visitors
Usually, the exhibitors only pay attention to providing information to the visitors, but they ignore the real purpose of the exhibitors. They put the business cards and samples on the table and let the visitors take them away. This is not only unable to effectively understand the customers and the market. Information is also not the purpose of the exhibition. Exhibitors often miss important information due to lack of skills. To avoid this problem, it is necessary to conduct pre-show training and preparation work. It is very important that the participants in the exhibition need to be good at talking with strangers and understand their needs. They can send the prepared corporate prints or exquisite small gifts to potential customers in time to achieve the ultimate goal of marketing. The photo and company brochures allow visitors to learn more about product information outside of the display product. In addition, printing companies can also broadcast corporate advertisements, promotional videos, P P T, etc. at the venue to attract visitors and expand the effectiveness of the promotion.
3. Booth creativity and decoration
Most of the exhibitions will be offered to corporate exhibition displays, spotlights, or power systems. According to the survey, lighting can effectively increase exhibit recognition by 30% to 50%. In addition, use a small amount of large and large display images to create a strong visual effect. Pictures that are too dense or too small are unwise and limit the use of promotional text. To place the picture above the line of sight and use bold and eye-catching colors, avoid using neutral colors that are easy to blend into the background, so that the stand can stand out from a distance. In addition, companies relying on traditional methods to rely on large-scale venue exhibitions must highlight innovative designs to attract audiences. Choose the right display products and exhibiting products according to the size of the booth to avoid overcrowding or emptying.
4. Advertising before the show
Advertising plays an important role in the entire exhibition process. Professional exhibition companies believe that exhibitors should publish at least one advertisement report in the relevant magazine before the exhibition, and then send a copy of the report to current and potential customers. Group, and with information, remind the customer that the company will organize the exhibition, and also the exhibition brochure and exhibition VIP card printed by the exhibition organizer with the name and booth number of the company. At the same time, more and more exhibitions and their sponsoring cooperation units provide the website connection of exhibitors. Exhibitors can increase the visibility of the company and its website, or pre-arrange business negotiations during the exhibition. Exhibitors can also display product images or themes on the website, or even more detailed product information, to enhance the on-site identification.
5. Do a good job in the exhibition summary
During the exhibition, what is the status of the activities, how the information is collected, how the results are achieved, what has been done, what has not been done, whether the results have been achieved, etc., these should be summarized. In addition to the summary of the day, the end of the entire event will also be summarized. If necessary, an evaluation will be conducted. Giving an accurate evaluation will be more conducive to the strengths and weaknesses of the next exhibition. These evaluations must be quantified, scientific, and accurate.
With the rapid development of China's economy and the deepening of reform and opening up, market competition has become increasingly fierce. As a printing company, how to continuously improve the visibility of the company, enable the company's brand to quickly enter the market and penetrate the market. How to survive and develop in the fierce market competition is a problem that every printing company pays close attention to. Participating in the exhibition is one of the most important marketing methods for printing companies, and it is also the preferred way for printing companies to open up new markets. At the same time and in the same place, the most important printing companies and buyers in the same industry are gathered together. This opportunity cannot be found in other occasions. By participating in the exhibition, printing companies can quickly and comprehensively understand the market conditions, recommend new products and new processes to new and old customers, and at the same time, through contact with different buyers, to understand who is the real customer, how the industry's development trend, and finally achieve Business, the purpose of promoting the business.