Sharing China-Made with Global Customers
Participating in exhibitions is the first choice for enterprises to develop new markets, and it is also an important way for enterprises to expand their markets. It should be included in the enterprise's overall market development plan. By participating in the exhibition, enterprises can comprehensively and quickly understand the market conditions of the new market, contact buyers in the new market location, surrounding areas and even around the world, and ultimately achieve the purpose of promoting products and gaining a certain market share in the new market. By participating in exhibitions, many companies promote their products to domestic and foreign customers, use exhibitions to establish and promote their own image, find business agents, and increase corporate and brand awareness.
1. Advertising
Since exhibitions play a very good role in publicity and advertising, some people classify exhibitions into the category of advertising and call them three-dimensional advertising. The publicity and advertising functions of corporate exhibitions have three characteristics, namely, multiple publicity methods, comprehensive audience experience and good publicity effect.
1. Many publicity methods
In exhibitions, tangible products can be displayed, and written materials and CDs can be distributed to the audience; products can be displayed statically or dynamically (such as on-site demonstrations, TV screen demonstrations). The temperament and image of the exhibitors, as well as the company's trademarks and logos can be displayed. Exhibitors can use their booths as a position to promote themselves, or they can hype them through the news media.
2. Exhibitions are all-sensory publicity
Most of the exhibitions display physical samples, and the audience can use all their sense organs to have a comprehensive and real experience of the exhibits and exhibitors, and leave a vivid and deep impression. At the food exhibition, the audience can not only see the color of the food, but also taste it on the spot and comment on its taste; at the cosmetics exhibition, the audience can smell the fragrance of the cosmetics; at the sewing exhibition, the audience can see with their own eyes the sewing machine making a fashionable item. clothing; at music exhibitions, visitors can hit the keyboard of a piano and listen to its sound quality. In short, the audience can use all senses to have a detailed and comprehensive understanding of the product. This is the advantage and feature of the exhibition.
3. The publicity effect of the exhibition is good
The publicity targets of the exhibition are mainly professional audiences who are interested in the exhibits, and there are many visitors to the exhibition.
The Paris International Fair has about 1 million visitors each session, and the Tehran International Fair has about 400,000 visitors. Promoting to such a large number of interested audiences will certainly have a considerable impact. Moreover, some complex products that cannot be fully reflected in newspaper and television advertisements can also be displayed at exhibitions, producing effects unparalleled by other methods. As market competition becomes increasingly fierce, companies are striving to maintain and expand their market share and explore new markets. Companies often choose to display new products and release new product information at exhibitions to stimulate the needs of potential consumers and pave the way for future marketing.
The exhibition promotes the image of the company and the effect is quite good. A beautifully designed exhibition stand will not only attract visitors, but also attract the attention of news media and government officials. More and more companies use exhibitions to establish and improve their image and expand their influence. Many companies participate in the exhibition continuously to show their stable development. Some well-known large companies even rent large areas of clear land to build luxurious exhibition halls to show the image of strong strength, high grade and large scale of the company.
2. Research information
Information is an important resource related to enterprise development. Exhibitions provide an ideal information collection platform for enterprises, but many exhibitors just ignore this and do not make good use of the exhibition platform.
An exhibition with a large number of exhibitors can itself comprehensively reflect the current status and development trends of the industry. At the exhibition, exhibitors can use a variety of methods to conduct market research and collect extensive first-hand information. By conducting purposeful surveys at exhibitions, companies can collect information about competitors and customers, providing a basis for the company to formulate development strategies. Conducting research at exhibitions has the following characteristics:
1. There are many researchable contents
At the exhibition, exhibitors can conduct research on the production technology of relevant products, such as the latest production technology and the development trend of this technology; they can research the current situation and development trends of the product market; they can understand customers' opinions on the company's products, and they can also Get to know a competitor. Usually, there is more research on products and markets at exhibitions. Professional exhibitions are a great place to learn about new products and technologies.
The main contents of market research include supply and demand situation, price, packaging, delivery time, payment terms, customer suggestions and requirements for products, etc. Customers' requirements for products include requirements for variety, specifications, grades, appearance, performance, production technology, scope of use, etc. The required information can be obtained by collecting customers' opinions and requirements, visiting other booths and observing their reception.
2. There are many research methods
Researchers can pretend to be a buyer, listen to other people's conversations, ask some questions, and legally collect some booth information. Researchers can also use their own booths as a base to distribute questionnaires to visitors to understand their requirements and opinions on the company's products.
Some useful information can also be obtained through the organizers of the exhibition. Exhibitor organizers usually organize and compile the information collected from exhibitors, visitors and other information providers into a volume. Reports, seminars, and lectures are often held at exhibitions. The organizers are generally well-known companies in the industry, and the speakers are generally well-known experts in the industry. The reports and speeches they gave contained a lot of valuable information. Before participating in such meetings, researchers should prepare what they want to know in advance and ask some targeted questions during or after the report to obtain some useful business secrets. Generally in this situation, the speaker may reveal some secrets that should not be made public in order to emphasize the advantages of his product, persuade the audience, and win customers.
3. The quality of the survey results is high
Exhibition research has two major advantages: a large number of respondents and direct investigation. Generally, the wider the area being investigated, the more reliable the findings. At an exhibition, exhibitors can reach many customers. In addition, the observation of products and contact with customers at the exhibition are direct, which is more real and reliable than the information obtained through indirect channels.
3. Build relationships
The exhibition provides exhibitors with a platform to communicate and connect with customers. At an exhibition, the connections established between exhibitors and customers have a significant impact on future deals. According to a survey in the United States, 16% of customers contacted once more after the exhibition before signing a contract, 10% of customers contacted twice after the exhibition before signing a contract, and 20% of customers contacted three times after the exhibition before signing a contract. In Japan, companies generally like to establish contacts at exhibitions to learn about products or place trial orders for small batches, laying the foundation for future large-scale orders. Whether it is American or German-style on-site ordering or Japanese-style post-exhibition ordering, getting to know each other and establishing relationships at the exhibition and doing some follow-up work after the exhibition will bring long-term and greater economic benefits to the exhibitors. Benefit.
There are three distinctive features in establishing connections between exhibitors and customers at exhibitions:
1. Large number of contacts
In just a few days of the exhibition, exhibitors may come into contact with most of the customers in the industry or their products. Telemarketing, personal selling and other marketing methods cannot reach so many customers in such a short period of time.
2. Wide range of contacts
At the exhibition, exhibitors can establish and strengthen relationships with new and old customers such as wholesalers, retailers, agents and even end customers. For companies, it takes a lot of time and manpower to use other methods to strengthen contact with old customers and extensively contact old customers, but companies can easily do this at exhibitions.
3. Good contact effect
First of all, the quality of the visitors at the exhibition was very high. Most of the visitors to the exhibition are industry insiders, who are attracted through special channels after careful selection by the organizers and exhibitors. According to a U.S. statistical survey, 84% of visitors at trade shows have purchasing decision-making power or influence, and many of them are key figures and important figures with purchasing decision-making power. Secondly, high-quality communication can be achieved at the exhibition. Because visiting an exhibition is an active behavior for visitors, the purpose of coming to the exhibition is to communicate with exhibitors, collect information, and negotiate trade. In this state, it is much easier for exhibitors to communicate with visitors. In addition, the communication at the exhibition is a face-to-face, two-way direct communication, which is obviously more effective than the one-way, indirect communication method of advertising.
