How do enterprises participate in exhibitions?

The exhibition is essentially a special media. Compared with TV newspapers, radio, road signs and other multimedia, it has its own unique function: it can directly put the product in front of visitors, demonstrate its functions, touch its shape, smell its sound, and identify its taste, so that visitors can have a comprehensive feeling of the product. At the same time, the exhibition is a neutral place, which is not private to either party. From the psychological point of view, this kind of environment is easy to make people feel independent, so they can negotiate with a positive and equal attitude. This highly competitive and fully free atmosphere is what enterprises need most when they open the market. At the same time, the exhibition is an extremely complex system project, subject to many factors. From market research, planning, booth selection, exhibition collection, customs declaration and transportation, customer invitation, exhibition layout, advertising, organization, and transaction to the return of exhibits, an organic whole of mutual influence and mutual restriction has been formed. Any mistakes in any link will directly affect the effect of the exhibition.Therefore, it is necessary to do a good job to participate in exhibitions

Clear objectives

Enterprises usually attend the conference with the goal of establishing and maintaining the corporate image; Develop market and find new customers; Introduce new products or services; Look for agents, wholesalers, or partners; To make new friends and contact old friends, some enterprises may have several purposes at the same time, but it must be determined before the exhibition, to formulate specific plans and distinguish priorities.

Careful preparation

The exhibition is a systematic project with a myriad of problems to be considered. How can we make rational use of human resources, financial resources, and energy?

The first is to choose exhibits. Among the memory factors of visitors, “attractive exhibits” accounts for 39%, which is the key and should be considered. There are three principles for selecting exhibits, namely, pertinence, representativeness, and uniqueness. Targeted means that the exhibits should conform to the purpose, nature, and content of the exhibition; Representativeness means that the exhibits should reflect the technical level, production capacity and industry characteristics of the exhibitors; Uniqueness refers to the uniqueness of the exhibits to distinguish them from other similar products.

The second is the way of presentation. In most cases, the exhibits themselves cannot explain all the situations and show all the features. They need to be illustrated, emphasized, and rendered by using real objects such as charts, materials, photos, models, props, models or interpreters, and by means of decoration, scenery, lighting, audio-visual equipment, etc. If the exhibits are machinery or instruments, on-site demonstration should be arranged, or even let the visitors do it themselves; If it is food and drink, it is necessary to let visitors taste it on site and prepare small packages for free distribution. These are all to arouse the interest of visitors and increase their desire to buy.

The third is booth design. The surface task of booth design is to look good, while the basic task is to help exhibitors achieve the exhibition purpose. The booth should reflect the image of the exhibitors, attract the attention of visitors, and provide a functional environment for work. Therefore, while focusing on visual impact, booth design should also pay attention to the following points: exhibition is not a design competition, booth design should be coordinated with the overall trade; The booth is designed to set off the exhibits, so that the green leaves cannot overwhelm the red flowers; The public image of the exhibitors shall be taken into account in the design of the booth, which shall not be too innovative; The basic functions of the booth, such as exhibition, meeting, consultation and rest, should not be ignored when designing the booth.

The fourth is staffing. People are the first element of exhibition work and the key to the success of exhibition.

The staffing of the booth can be considered from four aspects:

First, select appropriate types of personnel or relevant departments according to the nature of the exhibition.

Second, determine the number of personnel according to the workload.

Third, pay attention to the basic quality of personnel, such as appearance, voice, character, self-consciousness, initiative, etc.

Fourth, strengthen on-site training, such as professional knowledge, product performance, demonstration methods, etc. The booth staff should flexibly respond to the characteristics of the commodities exhibited: for example, for consumer goods, efforts should be made to establish a brand image and form affinity among consumers; If it is a new product, it must vigorously promote its uniqueness; If the product is original, its breakthrough in technology should be emphasized.

The last is customer invitation. If there are many customers participate in exhibitions , it is certainly desirable, but sometimes it is inevitable that the audience will be left out. This requires exhibitors to not only passively wait for customers to arrive, but also consciously invite guests. Customers can be invited and attracted by means of direct letters, door-to-door visits, media advertising, on-site publicity, distribution of materials, etc. In short, we should take precautions and put our work ahead. If enterprises can identify, select, and prepare according to the above steps when participate in exhibitions, they will surely get twice the result with half the effort.

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