19th Hardware Expo Comments: Exhibition Marketing Should Have Connotation

Since the end of the 19th China International Hardware Fair, four days have passed. The scale of this expo is unprecedented, with a total scale of 92,000 square meters and 8 exhibition halls. Among them, E2 Hall not only gathered well-known brands at home and abroad, big-name clusters, and on-site marketing activities are brilliant, attracting many viewing and viewing people stop to watch.

In the face of such an "exciting and extraordinary" situation, during the interview with the audience, the author discovered that some people think that the marketing activities of some businesses have deviated from the true connotation of the exhibitors, and they have been pursuing "higher than the sound." ". In response to this situation, Peng Baoquan, chairman of China’s Wujiao Business Association, pointed out: The exhibition marketing must have connotations, and it must be substantial, not because of the high voice.

In the face of the increasingly important exhibition marketing, exhibitors are full of spirit, spend a lot of money to build booths, exhibition activities, have resorted to the skills of the household to attract the eye, become the focus. However, the blind pursuit of surface packaging and sensational effects ignores the performance of the exhibition itself and may be counterproductive. So how should we do a good job of participating in the exhibition? At the same time, it is coincident with the “315 International Consumer Rights Day”. How can hardware merchants advertise themselves so as to truly protect consumer rights?

Ben Wang has collected some exhibiting strategies for industry colleagues for reference only:

There are good plans for exhibition marketing planning, companies generally have two very different perspectives and practices: Some companies, including some well-known large-scale domestic enterprises, still can not break away from extensive marketing management, often hurriedly to fight, exhibition marketing The work is not targeted, and the organization planning still stays at the imitation stage. It lacks in-depth research and innovation in terms of its own brand's unique style and unique sales proposition.

Another type of company has developed a strict and even demanding exhibition marketing plan to guide the development of its work earlier in the exhibition. However, in most cases, the original planning work was out of touch with the actual situation of the exhibition, consumer demand, and social trends. As a result, the effect of the exhibition was greatly discounted. The reasons why exhibition marketing did not play its due role were mainly focused on The following aspects:

The lack of strategic planning only treats the marketing of the exhibition as a kind of transactional work and participates in the exhibition. What is the ultimate purpose of the exhibition? What kind of information should be distributed to the exhibition? How to attract the target audience? How to make the communication better than the opponent? These questions have not been considered in depth.

In the process of organizing and planning the exhibition, there is a lack of good communication between the internal decision-making management and the executive level, and between the enterprise and the outsourcing unit, which leads to deviations in the understanding of the organization and method of the exhibition planning. For example, the products that companies want to promote, the brand culture and the style of booth construction, and the organization of activities are out of touch. While budgeting, the return of the exhibition's performance was overestimated, resulting in an inconsistency in the input and output ratio of the exhibition.

There must be some common existence in the promotion of fairs and exhibitions. The first step is to analyze the superior resources or needs of the company according to the company’s development plan and marketing objectives, and then select the company’s To promote exhibitions on the road in a timely manner, and finally from the planning point of view, consider how the resources are surprisingly successful.

Secondly, the organization of the exhibition plan implementation must be flexible, including reflections on future changes and competition, and necessary feedback and adjustment mechanisms.

Finally, the exhibition organization and exhibition planning should have strict procedures and division of responsibilities, and there is a dedicated person responsible for the project, emphasizing the coordination within the company, and the coordination of operations between the company and the outsourcing unit.

Exhibition marketing is a relatively complex project. It must be carefully planned and the road to the promotion, the promotion mode of surprise, the scientific division of labor, and rigorous implementation can make the exhibition marketing really play a role.