Exhibition marketing channels to improve the method?

1. Exhibition marketing is not the more advertisements the better, the cost needs to be grasped. You can combine the industry attributes of your own exhibition to publicize, you can rely on the recommendation of industry associations, you can also rely on the relevant government departments to support the exhibition planning efforts on the industry authority, there is a strong endorsement of a better chance to achieve better exhibition results;

2. In order to attract more customers and take measures to reduce the exhibition price offer in fact is not desirable, which will make the organizer to lose credibility, a reasonable There is a limit to the cost savings, the price decision must be careful, need to be built on the basis of detailed, real, prudent market analysis, once decided, easily do not change, otherwise the impact is not only the enterprise itself, will also affect the interests of the whole industry;

3. It is not recommended to reduce the qualification of the exhibitors, which will reduce the overall exhibition grade and the customer's sense of trust in the exhibition, and will easily lead to a large loss of customers, the credibility of the exhibition. It is not recommended to reduce the qualification of exhibitors, which will reduce the overall exhibition grade and customers' trust to the exhibition, and easily lead to the loss of customers in large quantities, which will cause the negative impact on the credibility of the exhibition and the brand and it is hard to recover;

4. Developing a more competitive marketing mix, utilizing the strengths of the enterprises to join together horizontally or vertically, reducing the cost, improving the service, and increasing the market share can be an effective way to improve the marketing of the exhibition.

Telemarketing

Telemarketing, i.e., telemarketing, is to expand the customer base of exhibition through telephone, planned, organized and highly efficient, and to improve customer satisfaction, maintain and keep customers, at present, telemarketing is still a very important strategic means in exhibition marketing. As a marketing method, telemarketing, although it seems to be traditional, enables exhibition organizers to quickly and accurately deliver information to target customers within a certain period of time, and obtain timely feedback to gain customers. With WeChat becoming people's daily communication habit, the combined marketing form of "phone + WeChat" is direct, convenient and efficient, and has been commonly used in exhibition marketing.

Telemarketing is a relatively emotional sales process, in the process of marketing practice, the efficiency and convenience of telemarketing is often realized through the personal charm and skills of marketers. Here are a few points to note in convention marketing telemarketing:

1) Specialized training for telemarketers. Highly efficient telemarketing and sales force recruitment, training, motivation, organizational system management, planning and other factors are closely related. The training for telemarketers includes: familiarizing with the basic conditions of exhibition organizations and exhibition projects, understanding the motivation of target customers to attend or participate in the exhibition, preparing proposals for target customers, understanding the background of target customers, and conversation skills.

2) CRM software system support. CRM customer management system is the most common and commonly used management tool platform in telemarketing work. Appropriate CRM customer relationship management system in improving the efficiency of exhibition marketing at the same time, but also for the decision-making layer to manage and analyze customers, develop appropriate marketing strategy to provide a scientific basis for decision-making.

3) Utilizing advertisements, emails, letters, direct mails and other related marketing methods to support and cooperate with telemarketing. From the perspective of exhibition marketing practice, if the target customers have been informed of the relevant information of the exhibition project through advertisements, emails, direct mails and other marketing methods before carrying out the telemarketing, the communication between telemarketers and the customers will be easier, and it will be easier to achieve positive and effective results.

2. Direct mailing

Direct mailing is a way to mail all kinds of information directly to potential exhibition customers and invite them to participate in exhibition activities. Direct mailing is a relatively very traditional, direct and one-way publicity and marketing method, despite the problem of very low feedback efficiency, because of its low cost and high cost-effectiveness, at present, although there are still a small number of projects in the convention and exhibition industry using this marketing method, especially in the official, government-led convention and exhibition projects. However, along with the rapid development of modern information technology, the use of e-mail, fax means to send more and more common, normalized, direct mail has been in the gradual fade out of sight.

3. Advertising

Advertising is an extremely important way of convention and exhibition marketing. The scope of exhibition advertisement may cover all known and potential target customers, and it can spread the situation of the exhibition project to the target customers missed by direct contact, and also strengthen the effect of direct contact. The advertising campaign covers a wide range, but the cost is high, so the advertising arrangement needs to be carefully controlled and managed, the objectives of the advertising campaign should be clearly defined, a reasonable scientific budget should be determined, the advertising media should be carefully selected, and the time period of the advertising campaign should be carefully arranged.

Usually, the way of exhibition advertising is mainly divided into two categories: mass media advertising and professional media advertising.

1) Mass media advertising. Mass media advertising generally refers to TV, newspapers, outdoor advertising, comprehensive portal sites, transportation media, etc. Its role is to shape the image of exhibition products and attract general customers to participate in exhibition activities. Its advantage is that it covers a wide range of areas and allows a large number of audiences to obtain information about the exhibition with a strong timeliness. However, on the whole, the mass media advertisements are not targeted enough to the target audience of professional exhibitions, such as exhibitors, professional visitors and participants, and cannot directly attract effective customers.

2) Professional media advertising. Professional media refers to the professional websites, newspapers, magazines and other media in the industry where the topic of the convention and exhibition project is located. It is the main choice for professional convention and exhibition projects to advertise, and its main advantage lies in strong targeting. The readers of professional media are usually practitioners or related persons in the industry related to the subject matter of the convention and exhibition, which is exactly the target customers of the convention and exhibition projects, and the advertisements placed for the professional media can generally play a better marketing effect, in addition, the professional media often have certain authority and influence in the industry. In addition, professional media often have a certain authority and influence in the industry, which can also promote the real credibility of the exhibition projects.

4. Activity promotion

Activity promotion refers to the use of press conferences, core user receptions, promotional meetings, celebrations and other public relations marketing activities to market conference and exhibition projects. The difference between all kinds of PR activities and general advertisements is that it does not directly promote products or services, but through a series of activities to shape a good image and reputation of the exhibition organizer, to promote the public's understanding of the organizer as well as the exhibition products, to improve the relationship between the organizer and the general public, so as to achieve the fundamental purpose of indirectly selling the exhibition project.

When carrying out PR marketing activities, it is necessary to carefully plan the time and place of the activities, invited guests, media organizations, and the contents and procedures of the meals. Especially important is the content of the activities, to highlight the characteristics of the promotion of the exhibition project, to make the PR marketing activities with news value points, become the focus of the media and the public.

5. Network Marketing

The Internet is no longer a new thing in the exhibition industry. The official information website of the exhibition has been the basic configuration of exhibition marketing at present, which can also be regarded as the basic understanding and application of the Internet by the exhibition organizer.

We will move WeChat live interaction: exhibition marketing six major marketing methods combing and summary

Convention and exhibition network marketing is built on the integrated marketing mix of exhibition enterprise marketing, and then use the Internet information technology to faster release (such as the rapid release of exhibition information, the release of investment information, the audience enrollment channel, etc.), or the use of network technology to achieve a more flexible enterprise marketing activities (such as points redemption, recommending the presence of the Internet, etc.). activities (such as points exchange, recommended prizes, discounts to seize the booth, etc.). Network marketing in the exhibition industry generally includes:

1) E-mail marketing. This is one of the most commonly used marketing and promotion methods for enterprises nowadays. At present, EDM marketing still has an important position in foreign countries. However, in contrast to the domestic, the effect is not obvious, unless it is a large enterprise as well as the high visibility of the enterprise, after all, in the domestic mail office or mail exchange, the public consciousness is still not how strong. In E-mail marketing, special attention should be paid to the e-mail language sent to promote the exhibition to be vivid, concise, attractive, and do not recommend an e-mail too much show information, often counterproductive.

2) Network advertising. Advertisements are placed on major portals and similar websites. The key to good online advertising is the careful design of online advertising messages, as well as target audience selection considerations. The most commonly used ads are network banner ads, in the production of the following five points to consider: first, close to the needs of the audience; second, the performance of unique; third, to provide credible information; fourth, the ads are simple; fifth, the integration of related media technology. In the current, with the development of digital marketing technology, advertising more and more accurate, lookalike groups of scientific placement, and continue to enhance and optimize the conversion effect, but also in the reverse requires organizers of their own audience target groups to be more refined understanding.

3) search engine ranking. Search engine ranking this way can be subdivided into three points. Free (paid) access to classifieds directories; search engine optimization (SEO); keyword advertising (CPC).

4) link exchange. Link exchange refers to the same kind of exhibition has a direct or indirect relationship between the company, organization, institution or individual exchange each other's website link.

5) New media promotion. With the development of mobile Internet information technology, new media platforms are springing up, and new media marketing has begun to gradually become the most important part of the modern marketing model (using the Internet, mobile TV, cell phone text messages and a series of high-tech media formations under the bearer of the media, which is known as new media by modern people). At present, as people's reading and access to information more and more fragmented and mobile, new media promotion position more and more prominent, social relations links, but also become a new media promotion in the dissemination of the target transformation of a strong focus point.

The network, as the main tool and information carrier of information top ten, has the incomparable advantages of fast speed, strong timeliness, relatively easy management, good interactivity, low cost and high efficiency. For the marketing work of exhibition organizers, network marketing can attract attendees in the maximum range, provide them with personalized services, and greatly reduce the overall marketing costs, especially along with the application of big data, digital marketing, and the development of AI technology, network marketing for the exhibition marketing can be achieved in the whole process, systematic and dynamic marketing management.

6. Agency marketing

Convention marketing agency is a very important marketing channel and marketing method for convention and exhibition projects, especially international convention and exhibition projects, which can improve the professionalism and efficiency of convention and exhibition marketing activities, reduce the marketing pressure of the convention and exhibition organizers, and improve the marketing effect. Usually, convention and exhibition projects use marketing agents, especially the most common case of recruiting agents, and the main forms of recruiting agents include: exclusive agent, general agent, and contracting agent in three forms.

The advertisement without marketing effect can not be called excellent advertisement, similarly, the exhibition without marketing effect can not be regarded as successful and excellent exhibition. In the process of exhibition marketing, what kind of combination of ways and methods, how to constantly innovate strategies to maximize the benefits of input and output returns is what all practitioners in the exhibition industry should constantly summarize, reflect on and explore!

This article was written by Yuan Shuai, co-founder of Xinshihui, founder and chief marketing consultant of micro-conference platform

Promoting the change of exhibitions, no matter your offline exhibition continues to be carried out this year or is completely online, first of all, it is necessary to integrate the existing exhibition resources to create conditions for the exhibitors and buyers to provide exhibitions software, exhibitors' management software, exhibition email marketing, services and support, and to meet their exhibition marketing needs instantly. Meet their exhibition marketing needs.

The exhibition industry is at a turning point, and Bitter Gourd Technology is willing to explore with you the synchronized interaction between online and offline, and the organic integration of the exhibition site management system.