The Reason Why Exhibition Marketing Has Not Played Its Due Role

There are two totally different viewpoints and practices in the marketing and planning of exhibition. Some enterprises, including the well-known large enterprises, are still unable to break away from extensive marketing management. They often rush to meet the challenge, and the exhibition marketing lacks targeted purposes. The planning group still stays at the stage of imitation, and lacks in-depth research and innovation on their own brand unique style and unique sales methods. Another kind of enterprise has worked out a rigorous, even rigorous exhibition marketing plan to guide its work before the exhibition takes part. Unfortunately, the plan is out of touch with the background, consumption demand and social trend of the exhibition, and the result of the exhibition is greatly discounted. Analyzing the reasons, I believe that the reasons why exhibition marketing has not played its due role are mainly concentrated on the following aspects:

First, there is no scientific and effective marketing plan. Faced with numerous exhibitions, they failed to choose a fair, timely and appropriate marketing plan, and even hurried and blindly participated in the exhibition.

Two, the lack of strategic planning, only the exhibition marketing work as a transactional work. Exhibitors were invited to participate in the exhibition. What is the ultimate goal of exhibition? Who should disseminate information to mice? How to attract the audience and how to win the competition?

Three. In the process of organizing and planning exhibitions, there is a lack of good communication between the internal management level and the executive level. Their respective deviations in understanding of exhibition planning, organization and purpose are caused. For example, the products and brand culture that enterprises want to promote are disconnected from the style of exhibition booth and the way of organizing activities.

Four, while making the budget, it overestimates the return of the exhibition results, resulting in the inconsistency between the input and output of the exhibition. One of the bad phenomena of recent exhibitions in China is to compete with each other. The exhibition booth is organized and organized to seek for luxury and luxury, ignoring the effect of the exhibition itself.

There are some common characteristics of the excellent companies doing exhibition marketing work, which is why these enterprises can really play the role of exhibition marketing in the exhibition.

The first step of exhibition marketing planning is to analyze the advantageous resources (products, information, technology, services) or needs of enterprises according to the company's development plan and marketing objectives, then select the exhibition that is suitable for the right time, and finally consider how to make a surprise move from the perspective of planning. This is a basic idea of the whole work.

For example, the twelfth Beijing China International Clothing and accessories fair, namely CHIC2004, Fujian Qipai men's clothing has made great achievements through this way. Examine the whole process of its organization: Qipai, in the second half of 2003, combined with the brand's own cultural demands, developed "China collar" series of innovative products, and extended the culture of other products to achieve the perfect fusion of the essence of Chinese traditional culture and fashion. The design of the booth, the planning of the activity and the style of the exhibition are integrated into one another, combining Chinese culture with the elements of innovation and fashion. The innovation of products, activities and booth has changed the past history of domestic men's wear without innovation or pure imitation of Europe and America. In the whole "European fashion", the unique "Chinese fashion" has attracted countless eyeballs. Compared with the rest of the booth, the seven card booth is full of scenes, even letting the organizing committee worry about its safety. Of course, from the actual point of view, Qipai has achieved very good results in brand promotion, brand reputation enhancement and investment promotion in this exhibition.