Discussion On Successful Skills Of Participating In Exhibition Marketing

As an industry with rapid development and rapid market changes, the promotion of demand has led to a large number of exhibitions in the beauty and cosmetic industry. International and regional exhibitions are held every year. In particular, the International Beauty Expo in Guangzhou and the Shanghai Art Fair have been relatively large. For a business enterprise that plans to develop regional market or national market, exhibitors can quickly enhance popularity, acquire new customers, and promote the market rapidly. However, among many exhibitors, not every exhibitor can achieve the expected effect. Some enterprises even spend a lot, but the effect of exhibitors is very limited, and the rate of return on investment is very low. How can we get the success of exhibition marketing? There are many places worth discussing and summarizing.

If an enterprise decides to take part in an exhibition according to its own business development needs, then it will enter the preparatory period of the exhibition, and whether the exhibition marketing can achieve the expected success first, first of all, from the preparatory stage planning and preparation. During the preparatory stage, the main tasks include design and improvement of exhibition items or products, exhibition area layout and visual design, exhibition sales plan design, personnel training preparation, customer research and early stage exhibition information publicity. All preparations and designs are aimed at attracting the attention of visitors, retaining visitors and creating opportunities for negotiation. At a large-scale exhibition, hundreds of thousands of visitors gathered together. How to make more participants concerned about themselves and create opportunities to negotiate, really need to spend a lot of thinking.

If the exhibition area wants to be attractive, the emphasis should be on the use of color and the design and utilization of space. Many exhibitors have no discernment in space design, because the cost of an exhibition investment is manifold. If the design fails, the attraction of the exhibition will be discounted, so other inputs and outputs will also be greatly reduced. Therefore, it is very important to do a good job in the visual design of a exhibition area. The ingenious use of color can make the exhibition area more eye-catching and the space sculpt can make the exhibition area outstanding. There are also many articles in the design of decoration materials. Some reusable display tools can be designed and produced ahead of time, and eventually achieve a good balance between the actual effect and the budget. Therefore, it is cost-effective to choose a creative design company with more budget. As the beauty industry, the high aesthetic appearance of the exhibition area should be the basic characteristics and requirements of the industry.

In addition to the design of the exhibition area and the preparation of the basic design, the most important thing is to provide training and preparation for the staff at the beginning of the exhibition. All marketing work is done by the staff and visitors of the exhibition to finish the intention. How to retain potential customers in such a short time and complete the intention to negotiate is the most important factor to ensure the results of the exhibition. Therefore, the staff's reception language and skills, presentation skills, negotiation pointcuts, cooperative policies and follow-up follow up plans should be studied and arranged in advance. Many enterprises only pay attention to the above two points of work, do not be careful enough and in-depth, unable to seize many potential cooperative customers.

In order to attract people and retain customers at the exhibition, many companies are bold in their creativity and use various means to increase attractiveness and audience's eyeballs. For example, beauty show, product free experience, gifts, special gift delivery, big screen advertising, coupons, information bag distribution and so on. No matter what form, we should make an article according to its own brand positioning, cultural connotation, product project characteristics and advantages. It is not appropriate to go all the way, just to attract the attention of the eyeball, otherwise it will backfire. In addition, there are other ways to improve booth visibility and visiting opportunities. The usual method is to prepare some new and practical gifts or gift vouchers that visitors like to receive. Before the exhibition, the invitation is sent to the intended visitors or at the entrance of the exhibition area, and it is necessary to visit the booth to get a complete gift. You can also create some exquisite brochures. Besides introducing information about your own business, you will give more information about the transportation, tourism, accommodation and other information of the local cities. Free visitors will be sent to visitors to the exhibition to facilitate their business needs during the exhibition period, which indirectly enables visitors to feel good about the printing and distributing companies, and also publicize the enterprises.

There are also ways to enhance the visibility and attention of exhibitors, such as sponsoring the activities of the official organization of the exhibition. During the exhibition, the organizer of the exhibition organizes various activities to enrich and attract the exhibition. Exhibitors can jointly design personalized, meaningful and participatory activities based on demand and exhibition organizers to increase exposure and influence in the industry and enhance visibility. The activities and forms of publicity are usually: opening ceremony, seminars, forums, guests welcoming banquets, news studios, VIP lounges, VIP hosting vehicles, theme shows, awards and so on.

After development, the most important task is to seize every potential customer who comes to the booth and create opportunities for negotiation and contact. However, even professional exhibitions, there will always be many non customers' audience. Many people who show "strong interest" at the scene are not really interested. They may be mixed gifts, gifts, even competitors and advertising information collectors. If they are treated equally and without distinction, they will ignore potential customers. Therefore, we must master skills and understand the intentions and needs of each other at the scene. In particular, in the case of limited manpower and material resources, it is more important to distribute information and receive customers in order to achieve higher efficiency.

In order to achieve cooperation during the exhibition, several principles should be grasped in the marketing plan design of the participating enterprises. First, it is simple and clear, and everyone can speak clearly. The two is attractive, flexible, easy to meet the needs of different types of customers; three is the opportunity to make short-term profits for long-term cooperation; the four is to reduce the risk of cooperation to customers and increase the confidence of cooperation.

In order to effectively complete the development of the number of prospective customers, exhibitors can set up a task schedule before the opening of the exhibition, arrange how many customers each person should contact during the exhibition, ask the staff to sort out and record the business cards collected on the same day, and assign professionals to track and contact, assess the potential customers' importance level, and strike the iron for the important customers, and contact them as soon as possible after the information is arranged, so that the customers can feel the sincerity and efficiency of the company. Many exhibitors found that there were many visitors during the exhibition, and they were also concerned about the company's products. However, the follow-up results after the exhibition are not satisfactory. The effect of the exhibition should be reflected in the final business cooperation, so we must arrange a solid, fast and effective post exhibition work. After Exhibition Work generally includes several links including immediate tracking, follow up and post evaluation. Instant tracking: during the exhibition, those who are very concerned about the company's products or strong buyers should immediately contact the person in charge of the business to contact them and arrange more in-depth cooperation negotiations. Follow up: a well functioning follow up system can quickly and effectively classify information collected at the exhibition, and establish further detailed contact with potential target customers as quickly as possible so as to enable cooperation to be implemented. There are usually three ways to follow up: direct mail, telephone and door-to-door visits. According to the actual situation of different customers, enterprises can flexibly apply these methods flexibly so that follow-up work can be carried out in time to pave the way for further cooperation.

In order to better grasp and retain intentions Customer Exhibitors can also arrange timely follow-up activities for interested customers during the exhibition, such as product experience, in-depth cooperation talks, even tours and entertainment entertainment activities. In another way, business will be easier to enhance understanding and cooperation.

Participating in the exhibition is an important way for enterprises to expand their popularity and increase their customers. But it is also an opportunity to directly face the competition of the industry. Therefore, in order to successfully complete a exhibition marketing, especially for enterprises with less experience, pre preparation, planning and personnel training are very important. Preparatory and bad preparations directly determine the results of the on-site completion.

　　 Exhibition It is a stage for enterprises to display. In the external form, they should pursue their own characteristics and atmosphere, but they must have plans, schemes and detailed services in details. They are called "focusing on the big points and starting small ones". If visitors are allowed to walk in, hear clearly and move their minds, they can achieve the established investment effect. Many enterprises pay a lot of tuition fees in the exhibition marketing. After enough lessons, they can understand how to do the exhibition marketing. In fact, everything is done ahead of schedule and is not expected to be wasted. For a short 32 day exhibition, there is a lot of work that needs to be done before and after. Therefore, only when the trilogy is fully prepared, implemented strictly and efficiently followed, can the exhibition achieve good results and results.