Several elements of exhibition marketing, do you understand?

It is indisputable that the development of exhibition industry develops along with the development of human society and economy, and as the exhibition marketing which comes into being along with the development of exhibition industry, it also rises with the important contribution of exhibition industry in the field of economic development. Accompanied by the rapid development of high-tech, information industry, has been China's overseas trade market continues to expand, China more and more in need of exhibition, and the development of the exhibition industry puts forward more new needs in the context of the times, in order to break through the situation, to meet the new era, the new challenges, ten thousand square meters of the building flat ground, must be from the fundamental understanding of the conference and exhibition industry, to understand the exhibition marketing of the present day today.

Today, the main body of exhibition marketing is basically composed of six elements. These six elements refer to the main participants in the process of meetings and exhibitions, these participants are often the main body of interest of the exhibition, and each body of interest is a marketing body. The six elements of conference and exhibition marketing include: conference and exhibition organizers, conference and exhibition participants, conference and exhibition center, professional audience, conference and exhibition location, related media, six complement each other, *** with the frame into the conference and exhibition.

I. Convention and exhibition organizer

Convention and exhibition organizer is the initiator of convention and exhibition activities, the executor and supervisor of many matters of convention and exhibition, as well as the processor of the later stage of activities, occupying the absolute dominant position role in the whole convention and exhibition marketing link. Convention and exhibition organizers usually include organizers, contractors and agents of three types.

The organizer refers to the organizer of the exhibition and conference. From the current situation of China's conference and exhibition activities, the organizers of the conference and exhibition include: government departments at all levels, trade promotion organizations at all levels, all kinds of industry associations, chambers of commerce, alliances, and large-scale conference and exhibition professional companies in the sector.

The organizer generally refers to the conference and exhibition activities of the direct control of the operation of the exhibition planning company. The organizer of the exhibition is mainly responsible for the specific operation process of the exhibition. At present, China implements a strict qualification system for exhibition organizers, which generally requires the approval of relevant government departments to obtain the qualification for organizing exhibitions.

Agents are distributors involved in investment and exhibition promotion. In the actual operation process, it is often a very active co-organizer in a large-scale exhibition, and from a side perspective, it can also characterize the agent as an integral part of the exhibition organizer. Agents can enrich the organizer's business network, expand the scale, and improve the level of exhibition from the material, capital flow and other aspects.

The participants of the exhibition

The participants of the exhibition mainly include the attendees and exhibitors.

Participants are the representatives who participate in the exhibition activities. Their purpose is to use the exhibition activity as a platform to release information, exchange resources, negotiate matters and obtain potential market. The key to the success of a convention and exhibition activity is to see if there are any "selling points" that can attract the participants. We can understand the "selling point" as: the theme of the event, the agenda, the venue, the activity center, the composition of guests and other creative design.

The exhibitor is a company or organization that participates in the exhibition with the purpose of exhibiting goods or services.

Exhibitors are generally invited by the organizers of the exhibition, through the corresponding agreement or contract, in a specific time and place to show their products or services of the main body, exhibitors are an exhibition of the absolute importance of the components, and the same, for exhibitors to participate in the exhibition is an important component of its marketing activities, through the form of exhibitions, you can focus on the promotion of new products, new technologies, find potential customers, and learn about the new products, new technologies, new technologies and new products.

Exhibitors are the main "paid" buyers of exhibition services, and also the main marketing services of the exhibition organizers. As an exhibitor, it is often necessary to carefully consider the objectives, conditions, benefits and other factors of the exhibition, and make decisions carefully. With the development of the exhibition industry to today, the exhibition organizer and the exhibition participants are no longer a simple traditional form of trading relationship, but a kind of long-term stable cooperative relationship. Convention and exhibition organizers hope to gain economic benefits through organizing convention and exhibition activities, and convention and exhibition participants need to focus on promoting their brands and obtaining the purpose of potential market through participating in convention and exhibition activities.

Therefore, only if the exhibition organizer provides more satisfactory services, the exhibitors will feel that the exhibition activities are worthwhile, and they will be willing to pay for it, and finally realize a win-win situation.

Three, convention and exhibition center

Convention and exhibition center mainly includes two parts: exhibition center and conference center. They are the important theme of the exhibition marketing activities, but also the exhibition organizers to hold the exhibition activities of a landing space carrier, is the influence of the exhibition participants to make decisions on a large proportion of reference conditions.

Exhibition centers, commonly understood as exhibition venues, exhibition venues, can be understood as a hardware setup and software configuration of two parts. The level of the exhibition center itself is different, hardware and software is the most intuitive performance. Geographic location, surrounding construction, transportation environment, exhibition hall equipment configuration, interior decoration and so on.

Conference center mainly refers to the different scales of meetings to provide specialized venues, equipment and services.

Four, professional audience

Professional audience is and ordinary audience is the counterpart, professional audience is generally engaged in the professional exhibition to show the product design, development, production, sales, service and other different aspects of the audience, which is likely to be the exhibitors of the potential target customer groups.

Usually, if the exhibition organizer or contractor does not deliberately control, an exhibition will have a certain number of general audience in addition to the professional audience, which mainly depends on the nature and positioning of the exhibition, and the value of the general audience is often reflected in the popularity of the exhibition activity itself, as well as the value of word-of-mouth communication. Because the general audience generally does not aim at reaching a deal, but comes to understand the exhibits out of interest and hobby, which leads to the exhibitors not paying much attention to the general audience, and only in the exhibitions similar to the consumer products or service-oriented exhibitions, the general audience will be paid attention to. Therefore, the proportion of professional audience in professional or brand exhibitions will directly affect the smoothness of the investment work of the exhibition activities and the quality of exhibitors.

Fifth, the location of the exhibition

The location of the exhibition includes: country, city, region, hotel, hotel, etc., which is one of the main interests in the exhibition marketing activities. The location of the exhibition, up to a country, down to a hotel or guesthouse, for the exhibitors have very important significance. The geographic location, transportation environment, popularity, comprehensive environmental composition and other factors of the exhibition site are often one of the main conditions to attract exhibitors to participate in the exhibition or conference.

A well-known example is that in 2000, it was announced that Forum for Asia (FFA) would be held in Boao in the future, and 15 years later, Boao has become a household name, and the local tourism industry, marine industry, processing and production industry, and other service-oriented industries have all experienced incalculable economic growth. Forum for Asia has brought Boao an incalculable gold mine. It can be seen that the location of the exhibition is the main body of interest of the exhibition marketing activities and the main condition related to the exhibitors' decision of whether they want to participate in the exhibition.

Sixth, related media

Related media refers to the publicity media which has inextricable interest relationship with the organizer of the exhibition or the exhibitors and other related interests, and its value lies in helping to realize the improvement of the corporate image, the popularity of the exhibition products as well as the exhibition.

Convention and exhibition organizers must attach great importance to the cooperation with all kinds of media, and fully integrate and make use of media resources. The cooperation is not only publicity, but also includes jointly organizing all kinds of activities to expand the influence in order to promote investment.

The key to the success of an exhibition is not the number of people who seem to be there, because the number of people who can actually be there is limited by many factors, and what we have to look at is how well the media report the exhibition. This view fully illustrates the importance of media resources in the process of exhibition marketing.

In the globalization of trade and the new normal economy, the modern convention and exhibition industry provides groups or individuals with good opportunities to communicate, and the booming convention and exhibition industry has become an important part of the world's economic activities, and a bright spot in the global economic growth, and people are increasingly in need of professional exhibitions and exhibitions, and the convention and exhibition marketing has become an essential part of our country's efforts to connect with the global economic market and realize the globalization of trade to win economic and national social benefits. It is a necessary way to realize trade globalization and win economic benefits and national social benefits. Grasp the six elements of conference and exhibition marketing, make good use of each link, maximize its value, and let the conference and exhibition economy really become the "barometer" and "accelerator" of the national economy.