What steps are needed to organize an exhibition?

Detailed process of inviting and exhibiting.

I hope it helps you. Thank you.

First, the concept of copywriting in the preparatory stage of the exhibition:

Copywriting in the preparatory stage of an exhibition refers to all the written copywriting involved in the preparatory stage of an exhibition from determining the theme of the exhibition, collecting information and planning the exhibition project to the official opening of the exhibition.

Second, the types of copywriting in the preparatory stage of the exhibition:

Generally speaking, the copywriting in the preparatory stage of the exhibition includes the proposal of the exhibition project, the feasibility study report of the exhibition project, the exhibition description, the exhibition invitation plan, the exhibition invitation letter, the exhibition invitation schedule, the audience invitation letter, the exhibition work plan, the exhibition expense budget, the exhibition promotion plan and the advertising copywriting.

Section 2 Copywriting in the Preparatory Stage of the Exhibition

First, the writing of "Exhibition Project Planning Book"

(A) the concept of "exhibition project proposal":

The so-called exhibition project planning is to make a preliminary plan for the upcoming exhibition, design the basic framework of the exhibition, and put forward the preliminary planning contents of the exhibition, which mainly include: exhibition name and location, exhibition organization, exhibition scope, exhibition time, exhibition scale, exhibition positioning, exhibition invitation plan, publicity and investment plan, exhibition progress plan, on-site management plan, and related activity plan.

Exhibition project proposal is a set of exhibition planning, strategies and methods for planning and holding a new exhibition, and it is a summary of the above contents.

(2) The content structure of the exhibition project proposal:

Generally speaking, the exhibition project proposal mainly includes the following contents:

1. Analysis of the exhibition market environment: including the analysis of the industry and market where the exhibition theme is located, the analysis of relevant national laws and policies, the analysis of relevant exhibitions, and the analysis of the market where the exhibition is held.

2. Put forward the basic framework of the exhibition, including the name and venue of the exhibition, the composition of the exhibition organization, the scope of exhibits, the exhibition time, the exhibition frequency, the exhibition scale and the exhibition positioning.

3. Exhibition price and preliminary budget plan.

4, the exhibition personnel division plan.

5. Exhibition plan

6. Investment plan for the exhibition.

7. Exhibition promotion plan.

8. Exhibition preparation schedule.

9. Exhibition service provider arrangement plan.

10, exhibition opening and site management scheme.

1 1.

12, exhibition settlement plan.

(3) Requirements for writing exhibition project proposal:

1. Exhibition name

The name of an exhibition generally includes three aspects: basic part, limited part and industry logo. For example, the 93rd China Export Commodities Fair, if seated according to the above three contents, is the basic part of the fair, the limited part is China and the 93rd China Export Commodities Fair, and the industry logo is export commodities.

The following are some explanations for these three contents:

Basic part: used to show the nature and characteristics of an exhibition. Commonly used words are: exhibition, exposition, fair, fair and festival.

Limited part: used to explain the time, place and nature of the exhibition.

There are three ways to express the exhibition time: one is to express it by "duration". The second is expressed by "year" and the third is expressed by "season". Such as the 3rd Dalian International Fashion Festival, Guangzhou Expo in 2003, Frankfurt Spring Consumer Goods Exhibition, etc. Among these three expressions, "duration" is the most common one, which emphasizes the continuity of the exhibition. Those exhibitions that have just been held are generally expressed by "year".

The location of the exhibition should also be reflected in the name of the exhibition, such as "Dalian" in the third Dalian International Fashion Festival.

The words that embody the nature of the exhibition in the name of the exhibition mainly include "international", "cosmopolitan", "national" and "regional". For example, the word "international" in the third Dalian International Fashion Festival indicates that this exhibition is an international exhibition.

Industry logo: used to indicate the theme of the exhibition and the scope of exhibits. For example, the "clothing" in the third Dalian International Fashion Festival shows that this exhibition is an exhibition of the clothing industry. Industry identification is usually the name of an industry or a product category in an industry.

2. Exhibition place

Planning and choosing the exhibition venue includes two aspects: one is where the exhibition will be held, and the other is which pavilion the exhibition will be held in.

Planning and choosing the exhibition location is to determine which country, province and city the exhibition will be held in.

Planning and choosing the exhibition hall is to choose the specific location of the exhibition. The specific choice of which exhibition hall to hold the exhibition depends on the theme and orientation of the exhibition. In addition, when choosing the exhibition hall, we should also consider the use cost of the exhibition hall, whether the exhibition arrangement meets our own requirements, and the facilities and services of the exhibition hall itself.

3. Exhibition organization

Exhibition organization refers to the relevant units responsible for the organization, planning, exhibition invitation and investment promotion of exhibitions. Exhibition organizations can be enterprises, trade associations, government departments and news media.

According to the different roles of each unit in holding an exhibition, an exhibition generally has the following types of exhibition organization forms: organizer, organizer, co-organizer and supporting unit.

Organizer: the exhibition organizer who owns the exhibition and bears the main legal responsibility for the exhibition. The organizer legally owns the ownership of the exhibition

Organizer: the organizer who is directly responsible for the planning, organization, operation and management of the exhibition and bears the main economic responsibility for the exhibition.

Co-organizer: an exhibition organizer who assists the organizer or organizer in planning, organizing, operating and managing the exhibition, and partly undertakes the work of inviting exhibitions, attracting investment and promoting.

Supporting unit: the exhibition organizing unit that supports the exhibition planning, organization, operation, management or exhibition invitation, investment promotion and publicity of the exhibition organizer or organizer.

4. Exhibition time

The exhibition time refers to the planned time of the exhibition. The exhibition time has three meanings: first, it refers to the specific date of the exhibition. The second refers to the date of preparation and withdrawal. Third, it refers to the date when the exhibition is open to the audience.

There is no uniform standard for the length of exhibition, depending on different exhibitions. Some exhibitions can last for a long time, such as the "World Expo" that lasts for several months or even half a year; Professional trade exhibitions, which account for the vast majority of the exhibitions, generally last for 3-5 days.

5. Scope of exhibits

The scope of the exhibits in the exhibition should be determined according to the positioning of the exhibition, the advantages and disadvantages of the exhibition organization and other factors.

According to the orientation of the exhibition, the scope of exhibits can include one or several industries, and can also include one or several product categories in an industry. For example, the "Expo" and "Fair" have a wide range of exhibits. For example, the "Canton Fair" exhibits more than 654.38+10,000 pieces, almost all-encompassing; However, the Frankfurt International Automobile Exhibition in Germany exhibited very few industries, only the automobile industry.

6. Exhibition frequency

The frequency of holding exhibitions refers to how many times a year, how many years or not. Judging from the actual situation of the convention and exhibition industry, the number of exhibitions held once a year is the largest, accounting for about 80% of the total number of exhibitions. There are also many exhibitions that are held twice a year and biennially, and there are fewer and fewer irregular exhibitions.

The determination of exhibition frequency is restricted by the characteristics of the industry where the exhibition theme is located. We know that almost every industry's products have a life cycle, and the life cycle of products has a significant impact on the frequency of exhibitions.

The investment period and growth period of products are the golden period for enterprises to participate in the exhibition, and the frequency of exhibition should be firmly grasped.

7. Exhibition scale

The exhibition scale includes three meanings: first, the exhibition area, second, the number of exhibitors, and third, the number of visitors to the exhibition. When planning an exhibition, we should predict and plan these three aspects.

When planning the exhibition scale, we should fully consider the characteristics of the industry. The scale of the exhibition will also be limited by the number and quality of the audience.

8. Direction of the exhibition

Generally speaking, the orientation of the exhibition is to clearly tell exhibitors and visitors what the exhibition is and what it has. Specifically, exhibition positioning is a process in which exhibition organizations establish and develop differentiated competitive advantages of exhibitions according to their own resource conditions and market competition, and make their exhibitions form a distinct and unique impression in the minds of exhibitors and audiences.

The orientation of the exhibition should be clear about the target exhibitors and audiences, the exhibition objectives and the exhibition theme.

9. Exhibition price and preliminary exhibition budget

The exhibition price is to set a suitable price for the booth rental of the exhibition. Booth prices often include indoor exhibition prices and outdoor exhibition prices, and indoor exhibition prices are divided into open space prices and standard floor prices.

When setting the exhibition price, the principle of "excellent location and excellent price" is generally followed, even if the booth with large exhibition and audience flow is often expensive. The preliminary budget of exhibition is a preliminary budget for all kinds of expenses and expected income of holding exhibition.

When planning to hold an exhibition, it is very important to determine a suitable price for the exhibition according to the market situation, so as to attract the target exhibitors to participate.

10, personnel division, invitation and promotion plan

Personnel division plan, exhibition invitation plan, investment promotion plan and publicity plan are the specific implementation plans of the exhibition, and these four plans will affect each other in the specific implementation.

The personnel division plan is to make overall arrangements for the work of exhibitors.

Exhibition planning is mainly to attract enterprises to participate in various strategies, measures and methods.

Investment promotion plan is mainly a variety of strategies, measures and methods to attract visitors to visit the exhibition.

The publicity and promotion plan is to establish the brand and image of the exhibition, and at the same time serve the exhibition's recruitment and investment promotion.

1 1, exhibition schedule, site management plan and related activity plan

Exhibition progress plan is the overall arrangement of exhibition invitation, investment promotion, publicity and booth division in time. It stipulates what work should be completed at what stage in the preparation process of the exhibition until the exhibition is successfully held. If the exhibition schedule is well arranged, the preparations for the exhibition can be carried out in an orderly manner.

Site management plan is a variety of plans to effectively manage the exhibition site after the opening of the exhibition, which generally includes exhibition opening plan, exhibition site management plan, audience registration plan, exhibition withdrawal plan and so on. If the site management plan is well arranged, the exhibition site will be orderly and the exhibition will be orderly.

The plan of exhibition-related activities refers to the plan of various related activities held during the exhibition. The most common related activities held in the same period with the exhibition are technical exchanges, seminars and various performances, which are beneficial supplements to the exhibition.

Second, write a feasibility study report on the establishment of exhibition projects.

(A) the concept of "feasibility study report on the establishment of exhibition projects"

The completion of the Exhibition Project Plan does not mean that the project exhibition can be held. The project is only to put forward preliminary opinions on the theme of the exhibition and how to hold it, and to formulate a preliminary plan. As for whether the exhibition can really be held and whether the plan is really feasible, it is necessary to analyze the feasibility of the exhibition projects and plans. The conclusion of feasibility analysis and other factors that must be considered are the final basis for determining whether the exhibition can be held finally.

The feasibility study report of exhibition project establishment is based on the feasibility analysis of exhibition project establishment. Feasibility analysis of exhibition project establishment is the continuation of exhibition project establishment planning. The project planning of exhibition projects is to put forward what the planned exhibition is "like" on the basis of mastering all kinds of information; The feasibility analysis of exhibition project is based on careful study of all kinds of information, in-depth analysis of the feasibility of "such an exhibition" proposed by exhibition project planning, and provides scientific decision-making basis for whether to hold an exhibition in the end.

If the feasibility analysis proves that the planned exhibition has the market conditions, the project has vitality, various implementation schemes are reasonable, the project is economically feasible, the risk is small, and there are certain social benefits, then the exhibition can be decided through project planning.

(B) the content structure of the feasibility study report on the establishment of exhibition projects

The feasibility study report of exhibition project establishment shall make a systematic evaluation and explanation on the feasibility of exhibition project establishment, and provide improvement basis and suggestions for the final improvement of the specific implementation plan of exhibition project establishment planning. Therefore, the feasibility study report of the exhibition project mainly includes the following contents:

1, market environment analysis

(1) Macro market environment: including population environment, economic environment, technological environment, political and legal environment, social and cultural environment, etc.

(2) Micro-market environment: including the internal environment of exhibition organizations, target customers, competitors, marketing agents, service providers and the public.

(3) Market environment assessment: SWOT analysis, that is, the analysis of internal strengths, internal weaknesses, external opportunities and external threats.

2. The vitality analysis of exhibition projects

(1) project development space: that is, analyze whether the industrial space, market space, regional space and policy space where the exhibition is held are available.

(2) Project competitiveness: including attraction of exhibition positioning, brand influence of exhibition organization, composition of exhibitors and audiences, exhibition price, exhibition service, etc.

(3) Analysis of the advantages and disadvantages of exhibition organizations.

3. Analysis of exhibition implementation plan

1) Evaluate the basic framework of the planned exhibition, including:

(1) Is there any conflict in the exhibition name, exhibition scope and exhibition positioning?

(2) Whether the exhibition time and frequency conform to the characteristics of the industry where the exhibits are located.

(3) Whether the exhibition venue is suitable for holding exhibitions in the industry where the exhibits are located.

(4) Whether the industry where the exhibits are located can hold an exhibition with such scale and positioning.

(5) Whether the exhibition organizer can hold such an exhibition with such scale and positioning within the planned exhibition time.

(6) Whether the exhibition organization is familiar with the industry where the exhibits are located.

(7) Whether there is any conflict between the orientation and scale of the exhibition.

2) Investment promotion and recommendation scheme evaluation.

(1) Evaluation of exhibition scheme

(2) Evaluation of investment scheme

(3) Evaluation of publicity and promotion plan

3. Financial analysis of exhibition projects

(1) price positioning

(2) Cost forecast

The expenses for holding exhibitions generally include:

1) exhibition venue fee. That is, renting exhibition venues and all kinds of expenses incurred therefrom. These expenses include: rental of exhibition venue, air conditioning fee of exhibition hall, special floor installation fee, standard floor construction fee, carpet laying fee of exhibition hall, overtime pay for booth installation, etc.

2) Exhibition promotion fee. Including advertising fees, exhibition materials design and printing fees, materials mailing fees, press release membership fees, etc.

3) exhibitor and investment expenses.

4) related expenses. Including technical exchange meeting, seminar and exhibition opening ceremony, guest reception, cocktail party, exhibition site layout, gifts, temporary personnel expenses, etc.

5) Office expenses and personnel expenses.

6) Taxation

7) Other unforeseen expenses

(3) income forecast

The income from holding exhibitions generally includes:

1) booth fee income

2) Ticket revenue

3) Advertising and corporate sponsorship income

4) Other related income

(4) break-even analysis

(5) cash flow analysis

1) net present value analysis

2) Analysis of net cash interest rate

3) Profit index

4) Internal rate of return

5. Risk prediction

(1) Market risk

(2) Operational risk

(3) Financial risks

(4) Cooperation risk

6. Existing problems

Including all kinds of problems found in the establishment of exhibition projects through the above feasibility analysis, as well as other problems that researchers may find outside the feasibility analysis that may have an impact on the exhibition.

7. Suggestions for improvement

In view of the above problems, this paper puts forward some suggestions to improve the planning of exhibition projects, and points out the direction that should be worked hard for the successful holding of exhibitions.

8, the direction of efforts

According to the purpose and goal of the exhibition, on the basis of the above analysis, and in view of the existing problems, other conditions and efforts for running the exhibition well are put forward.

(3) Requirements for writing the feasibility study report on the establishment of exhibition projects

The feasibility study report of exhibition project is an important basis for exhibition institutions to decide whether to hold exhibitions or not. Therefore, the writing of the feasibility study report of exhibition project establishment must be true and sufficient in materials, objective and scientific in analysis, and accurate and reasonable in judgment.

1, market environment analysis

Market environment analysis is the first step of feasibility analysis of exhibition projects. It is based on the exhibition plan put forward by the exhibition project planning, and on the basis of all kinds of information already mastered, it further analyzes and demonstrates whether it has all kinds of market conditions for holding exhibitions and whether it has all kinds of policies and social foundations needed for holding exhibitions. Market environment analysis should not only study the existing market conditions, but also predict their future changes and development trends, so as to make the conclusions drawn from the feasibility analysis of the project more scientific and reasonable.

Market environment analysis is to analyze whether there are conditions for holding exhibitions from the external factors of planned exhibition projects; The vitality analysis of the exhibition project is to analyze whether the exhibition has development prospects from the planned exhibition project itself. To analyze the vitality of the exhibition project, we should not only analyze the vitality of one or two exhibitions, but also analyze the long-term vitality of the exhibition, that is, whether there is a future for the exhibition after more than five exhibitions.

2. The vitality analysis of exhibition projects

3. Analysis of exhibition implementation plan

The analysis of convention and exhibition execution scheme is based on the planned convention and exhibition project itself, and analyzes whether the various execution schemes to be implemented in the project start-up plan of the convention and exhibition project are complete and can ensure the realization of the convention and exhibition planning objectives. The object of the analysis of the implementation plan of the exhibition is the various implementation plans of the exhibition, and the focus of the analysis is whether the various implementation plans are reasonable, complete and feasible.

It should be emphasized that the evaluation of the basic framework of the exhibition is not focused on whether the planning arrangement of a certain factor that constitutes the basic framework of the exhibition is reasonable and feasible, but on whether the basic framework of the exhibition is reasonable and feasible as a whole. Because, although the planning arrangement of every element that constitutes the basic framework of the exhibition may be reasonable and feasible, the basic framework of the exhibition composed of these elements may be unreasonable and infeasible as a whole. Therefore, in order to avoid the phenomenon of "individual rationality and group conflict", it is very important to evaluate the basic framework of the exhibition.

4. Financial analysis of exhibition projects

The financial analysis of exhibition projects is to analyze and calculate the expenses and benefits of holding exhibitions from the financial perspective of exhibition organizations. The main purpose of financial analysis of convention and exhibition project is to analyze whether the planned convention and exhibition is economical and feasible, and to clarify the fund use plan of the upcoming convention and exhibition.

5. Risk prediction

From the perspective of feasibility analysis of convention and exhibition projects, the risk is that due to some unpredictable and uncontrollable factors, the plan and actual income of convention and exhibition organizations deviate from expectations, thus making the plan of convention and exhibition organizations fail; Or even if the exhibition is held as scheduled, the exhibition institutions may suffer certain economic losses.

6. Existing problems

Including all kinds of problems found in the establishment of exhibition projects through the above feasibility analysis, as well as other problems that researchers may find outside the feasibility analysis that may have an impact on the exhibition.

7. Suggestions for improvement

In view of the above problems, this paper puts forward some suggestions to improve the planning of exhibition projects, and points out the direction that should be worked hard for the successful holding of exhibitions.

8, the direction of efforts

According to the purpose and goal of the exhibition, on the basis of the above analysis, and in view of the existing problems, other conditions and efforts for running the exhibition well are put forward.

First, the plan is established.

1, working schedule; Including feasibility report analysis, specific implementation plan and detailed list of publicity expenses.

(1) including the conditions for feasibility report analysis and project establishment; Conduct market research

Is the profit growth point of the project large enough for the industry?

Regional considerations. According to the local actual characteristics, the project should conform to the local regionality.

Time or seasonal factors. The content of the project should conform to the seasonal characteristics, such as no fan exhibition in winter.

At the same time, we should consider the time to avoid conflicts between well-known domestic exhibitions.

(II) Specific implementation plan

(3) List of publicity expenses

First, the investment of advertising time.

Taking 4-6 months as an example, the general advertising investment time period is: project start (first two months) 65438+ 00% ~ 20% of total publicity expenses [investment in professional media]; About three months, the key investment is 30% ~ 40% of the total publicity expenses [mainly in professional media and a small amount in mass media]; One month before the launch, it is 40% of the total publicity expenses [mainly invested in mass media, mass media 20%, professional media 20].

B, the form of advertising

Outdoor advertising (mainly POP boards, body advertisements, banners on both sides of the road, etc. Mainly used before and during the exhibition)

Magazine, newspaper and media advertisements (mainly professional magazine media and mass magazine media, etc.). , these advertisers are mainly conducted before and during the exhibition)

2. Find the organizer.

(1) Organizer's requirements: It must be authoritative and well-known in the local area.

(2) mode of cooperation: one mode of cooperation is that the other unit provides us with some services, and the cost is in the form of a few percent of the profit of the exhibition industry; Another form is that the other company is only in nominal form and takes a one-time payment.

3. Apply for various approvals

4. Site contact person

Taking Chengdu as an example, Sichuan Exhibition Hall mainly focuses on popular exhibitions, mainly attracting people's attention; The International Convention and Exhibition Center mainly holds professional exhibitions.

5. Contact the media.

(1) Target: professional media and mass media.

(2) Method: direct payment; Trade the advertisement in our magazine for the booth.

6. Make an invitation letter (attached)

7. Establish a customer list (collected through journals, magazines and websites). )

Second, the implementation of the exhibition

1, exhibitor mode: mainly telephone contact, followed by mailing envelopes, e-mail, home visits, friend introductions, etc.

2, the steps of the exhibition:

(1) Release information (mainly send project invitation letters to the units in the customer directory by telephone, fax, email, etc.). )

(2) Follow-up visit (find the person in charge)

A. Conduct the first follow-up visit after the other party receives the invitation letter, and this visit will generate three types of customers (instant decision type, outright rejection type and objection type) (distributed according to the proportion of 5%, 10% and 75% respectively);

For the first customer:

Asking about customers' needs

Ask for further sales promotion

Promise customers happily

For the second customer:

Understand the reasons why customers refuse.

Prepare for the interview

take a reexamination

Recommend the next exhibition to customers.

Ask customers to introduce other customers.

Keep in touch. I'll contact you later.

For the third customer:

Ask customers about their needs and objections.

Second visit

Eliminate customer concerns

3. Exhibiting documents: project invitation letter, booth confirmation letter and exhibitor's guide.

Third, the implementation of investment promotion.

(1) Rejected customers can be converted into visitors during the exhibition invitation.

(2) It can attract some visitors indirectly through the media.

(3) The main investment promotion work is organized by the organizer 65438+ 0~2 weeks before the launch, such as going on a business trip to the secondary market to organize professional visitors; Send SMS invitation; Call to invite.

(4) the works provided by the organizer for the exhibition

Four. Related activities

Activities related to exhibitions refer to seminars and technical exchanges. The purpose of holding these activities is to provide additional services for exhibitors and trade visitors, so as to improve the image and grade of the exhibition.

Verb (abbreviation of verb) exhibition site

(1) Exhibition: Exhibitors will start the exhibition two days in advance. Booth building, booth coordination, late payment collection and payment, goods transportation, etc.

(2) development: on-site coordination; The organization of the audience; Support services, etc.

Post-exhibition control of intransitive verbs

Including feedback from visiting exhibitions. , understand the future work.