Today, we talk about the integrated marketing of the exhibition!

Today, I would like to share with you the integrated marketing of the exhibition, integrated marketing, this concept is evolved from the communication science, so this aspect of the theory is generally more. Particularly famous is the 1960s, we referred to as the 4P theory of marketing, to the 1990s, the 4C theory, to the beginning of this century, the 4R theory, as well as to the 2010 4I marketing theory. Regarding these theories, I don't want to go into too much detail, and I mainly want to share with you in connection with the convention and exhibition industry, especially the integrated marketing of exhibition projects. In recent years, China's convention and exhibition industry has been developing rapidly, but there is, after all, a big gap between the development of 40 years and the development of several hundred years of convention and exhibition industry in Europe and America. Therefore, although China has a large exhibition market, the degree of exhibition specialization, exhibition branding and standardization needs to be improved. Today I would like to have an exchange with you on two new phenomena in the industry. I think the first one is the exhibition of the industry, especially in this group of our exhibition economics, there are many elites in marketing and marketing of exhibitions, including some exhibition enterprise bosses. The income from exhibitions in the Chinese market is nothing more than the income from booths, advertisements and other event sponsorships. In fact, I have been doing research in this area a few years ago, and the data we got from China's exhibition market is that 80% of the exhibition revenue comes from the booth income of exhibition sales, and 20% comes from the income from advertisement and other event sponsorship. According to the economic law of "two-eight" in economics, this is a relatively normalized and qualitative ratio of income. In fact, if we look at the convention and exhibition industry in developed capitalist countries, or perceive exhibitions from the perspective of integrated marketing, this ratio is exactly the opposite. That is to say, in many exhibitions over the years, the vast majority of the income comes from the sales of exhibition booths, and only a very small portion of the income comes from the sponsorship and advertising of its activities. This question requires us to think y. If 80% of our exhibition revenue comes from advertising, socializing, sponsorship and other media interventions formed by integrated marketing, think about it, is it not a subversive marketing, i.e., subversive marketing, that is, our exhibition is carrying out. So integrated marketing is also a kind of reform and innovation under the new period of marketing method of our exhibition industry. In fact, our exhibition marketing is still only limited to sales, not marketing, that is to say, we limit the exhibition to sales, not marketing, and because of this traditional positioning and habits, this marketing mode also makes our exhibition marketing value-added, the means of exhibition marketing, and the integrated way of exhibition marketing are all a kind of traditionalized and habitual mode. Therefore, it is understood from another angle that exhibition marketing is a product of exhibition in the process of the development of exhibition economy, or it is decided by his trend, so it must bring reform and innovation. The combination and integration of traditional media and modern media, the combination and integration of online media and offline media, this is a kind of media operation mode and media transformation trend of product marketing integration nowadays. Scenario-based activity experience, participation and interaction, feeling has become mainstream. Especially our post 90s, post 00s, these audiences and people, as exhibitors or visitors, they pay more attention to this kind of scene-oriented interactive experience and activity feelings. Today, this kind of scene-oriented interactive experience and feeling has also accomplished the birth of exhibition marketing activities, sponsorship, activity-based marketing, and activity-based advertising. Secondly, in the process of exhibition marketing, we are often limited to three days, five days, seven days of professional exhibitions, the exhibition of the product sales. And ignore the other two aspects of exhibition marketing, the innovation and integration of time and space dimensions. That is to say, we are not only for the three days of a certain exhibition, a certain standard booth or special booth sales, should be in the 24 hours, 365 days of the length of this time to marketing and integrated solutions! In addition, integrated marketing is often about one-stop service, long-term planning, but also the overall solution. So the exhibition marketing is also a consumer customization, high-end, personalized decision of an innovation. Of course, exhibition marketing, in fact, is also the enterprise's long-term strategy, product intensification, scale and strategy with the customer's personalized needs, demand matching an innovation. The humanistic, leisure, social and business nature of exhibition activities also makes our integrated marketing and event sponsorship possible or a trend. Therefore, in the practice of the development of China's exhibition industry, our exhibition marketers should have a higher marketing top-level design, should have a better exhibition marketing combination channels, should bring customers and consumers a greater, or even the greatest added value, and will bring the best, specialized exhibition marketing process. So the exhibition marketing integration we are talking about today is actually to promote consumers or exhibitors to be able to respond and make decisions in the fastest time, as well as to bring customized, personalized and humanistic combination marketing solutions for exhibitors, or for customers. Of course, the integration of exhibition marketing is also the greatest unification and integration of all brand resources, market resources and production resources. Exhibition marketing, I make a short summary, is that we integrate all the marketing means and methods together, integrate all the market functions and content resources, of course, also to achieve the integration of precision marketing, targeted marketing, but also a customized, personalized integration. It is an important part of the exhibition brand, or the long-term, planned and strategic enterprise brand. Today we are talking about exhibition marketing, in fact, its theory is still relatively strong, but I hope that in the next step, you can also be related to personalized cases, and exchange with you. Finally, I would like to share with you one of our cases. We feel that many exhibitions, no matter B2B or B2C, if your exhibition is operated as an event theme, and if there is a consumer product or a professional leading enterprise in this industry for the title, then think again, what kind of effect will the income of this exhibition achieve? The show itself becomes a theme event. This is also a question that I am throwing out today, that is, how can our exhibition utilize exhibition marketing to achieve or turn into a theme activity? Who sponsors, professional sponsors or sponsors of other consumer products. In the past ten years, I have exchanged this question with the executives of many foreign-funded exhibition enterprises, including Informa, UBM, and some domestic private enterprises, Shange, Haiming, and Zhenwei. They also believe that integrated marketing, especially event sponsorship, has a great, subversive and positive impact on exhibition revenue, especially marketing, which is also the development direction of exhibition marketing, thank you! (End) The author of this article is Mr. Zhu Liwen, Secretary General of China MICE Industry Content