How to improve exhibition marketing channels?

1. Exhibition marketing does not mean that the more advertisements, the better, and the cost needs to be well grasped. You can combine your own industry attributes to promote your own exhibition, rely on the recommendation of industry associations, or rely on the support of relevant government departments, and put the efforts of exhibition planning on the competent departments of the industry. With a strong endorsement, you have a greater chance to achieve better exhibition results.

In order to attract more customers, it is not advisable to take measures to reduce the quotation of the exhibition, which will make the organizers lose their credibility. Reasonable cost savings are limited. The price decision must be made carefully based on detailed, true and cautious market analysis. Once you decide, don't change it easily, otherwise it will affect not only the enterprise itself, but also the interests of the whole industry.

3. It is not recommended to lower the qualifications of exhibitors, which will reduce the overall exhibition level and the trust of customers in the exhibition, easily lead to a large number of customers losing, and will have an irreparable negative impact on the reputation and brand of the exhibition;

4. Making a more competitive marketing mix, making use of the advantages of enterprises to combine horizontally or vertically, reducing costs, improving services and increasing market share can be an effective way to improve exhibition marketing.

telemarketing

Telemarketing is to expand the exhibition customer base in a planned, organized and efficient way by telephone, improve customer satisfaction and maintain and retain customers. At present, telemarketing is still a very important strategic means in exhibition marketing. As a marketing method, telemarketing, though traditional, can enable the exhibition organizers to deliver information to the target customers quickly and accurately within a certain period of time, get timely feedback and win customers. With WeChat becoming people's daily communication habit, the marketing form of "telephone+WeChat" is direct, convenient and efficient, and has been widely used in exhibition marketing.

Telemarketing is a relatively emotional sales process. In the process of marketing practice, the efficiency and convenience of telemarketing are often achieved through the personal charm and skills of marketers. Telephone marketing of exhibition marketing should pay attention to the following points:

1) Provide professional training for telemarketers. Efficient telemarketing is closely related to recruitment, training, motivation, organizational system management, planning and other factors of the sales team. The training of telemarketers includes: being familiar with the basic situation of exhibition organization and exhibition projects, understanding the motivation of target customers to attend or participate in exhibitions, preparing suggestions for target customers, and understanding the background and conversation skills of target customers.

2)CRM software system support. CRM customer management system is the most common and commonly used management tool platform in telemarketing. Appropriate CRM customer relationship management system can not only improve the efficiency of exhibition marketing, but also provide scientific decision-making basis for decision makers to manage and analyze customers and formulate appropriate marketing strategies.

3) Use advertising, mail, direct mail and other related marketing methods to support and cooperate with telemarketing. From the practical point of view of exhibition marketing, before telemarketing, if the target customers have learned the relevant information of exhibition projects through advertising, mail, direct mail and other marketing methods, it will be easier for telemarketers to communicate with customers, and it will be easier to achieve positive and effective results.

2. Direct mail

The way of direct mail is to mail all kinds of materials directly to potential exhibition customers and invite them to participate in exhibition activities. Direct mail is a traditional, direct and one-way publicity and marketing method. Although there is a problem of extremely low feedback efficiency, due to its low cost and high cost performance, this marketing method is still used in a few exhibition projects, especially official and government-led exhibition projects. However, with the rapid development of modern information technology, the use of e-mail and fax is becoming more and more common and normal, and direct mail has gradually faded out of people's sight.

Step 3 advertise

Advertising is an extremely important way of exhibition marketing. The scope of exhibition advertisements can cover all known and potential target customers, convey the situation of exhibition projects to missed target customers, and strengthen the effect of direct contact. Advertising covers a wide range, but Chen Bengao. Therefore, it is necessary to carefully control and manage advertising arrangements, clarify advertising objectives, determine a reasonable and scientific budget, carefully select advertising media and carefully arrange advertising time.

Generally speaking, the ways of exhibition advertising are mainly divided into two categories: mass media advertising and professional media advertising.

1) mass media advertisements. Mass media advertisements generally refer to: TV, newspapers, outdoor advertisements, comprehensive portals, transportation media, etc. Its role is to shape the image of the exhibition and attract general customers to participate in the exhibition activities. Its advantages are wide coverage, allowing a large number of visitors to obtain exhibition information and strong timeliness. Generally speaking, however, mass media advertisements are not aimed at 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 professional websites, newspapers, magazines and other media in the industry where the theme of the exhibition project is located. It is the main choice of professional exhibition project advertising, and its main advantage lies in its strong pertinence. Readers of professional media are usually professionals or stakeholders related to the exhibition theme, and are the target customers of exhibition projects. Advertising in professional media can generally have a good marketing effect. In addition, professional media often have certain authority and influence in the industry, which also promotes the authenticity and credibility of exhibition projects.

4. Promotion of activities

The activity promotion method refers to the use of public relations marketing activities such as press conference, core user reception, promotion meeting and celebration to market exhibition projects. The difference between all kinds of public relations activities and general advertisements is that they do not directly promote products or services, but through a series of activities to shape the good image and reputation of exhibition organizers, promote public understanding of organizers and exhibition products, and improve the relationship between organizers and the public, thus achieving the fundamental purpose of indirectly promoting exhibition projects.

When carrying out public relations marketing activities, we should carefully plan the time, place, invited guests, media units, content and process of the activities. Among them, the activity content is particularly important. It is necessary to highlight the characteristics of the exhibition projects to be promoted, so that public relations marketing activities have news value and become the focus of media and public attention.

5. Internet marketing

Internet is nothing new in the exhibition industry. The official information website of the exhibition has been the basic configuration of exhibition marketing at present, and it can also be said that the organizers of the exhibition have a basic understanding and application of the Internet.

Micro will Mobile WeChat Live Interaction: Combing and Summarizing Six Main Marketing Methods of Exhibition Marketing

Exhibition network marketing is based on the integrated marketing combination of exhibition enterprise marketing, and then uses internet information technology to publish more quickly (such as publishing exhibition information quickly, publishing investment information, audience registration channels, etc.) ), or use network technology to realize more flexible marketing activities of enterprises (such as point redemption, prize recommendation, discount to seize booths, etc.). ). The exhibition industry to carry out network marketing generally includes:

1) mail marketing. This is one of the most commonly used marketing promotion methods for enterprises. At present, EDM marketing still occupies an important position abroad. But in China, the effect is not obvious, unless it is a big enterprise or a well-known enterprise. After all, the public awareness of post offices or mail exchanges in China is still not so strong. In e-mail marketing, we need to pay special attention to the vividness, conciseness and attractiveness of the e-mail sent to promote the exhibition. It is not recommended to display too much information in e-mail, which is often counterproductive.

2) Online advertising. Advertise on major portals and similar websites. The key to playing online advertising well is to carefully design online advertising information and consider the choice of target audience. The most commonly used advertisement is screen advertisement. The following five points should be considered when making: first, close to the needs of the audience; Second, the performance is unique; The third is to provide credible information; Fourth, the advertising content is simple; The fifth is to integrate relevant media technologies. At present, with the development of digital marketing technology, advertising is more and more accurate, and the scientific delivery of similar-looking groups is constantly improving and optimizing the transformation effect, but at the same time, organizers are also required to have a more detailed understanding of their audience target groups.

3) Search engine ranking. Search engine rankings can be subdivided into three points. Free (paid) login classified information directory; Search engine optimization (SEO); Keyword advertisement (CPC).

4) Link exchange. Link exchange refers to the exchange of website links between companies, organizations, institutions or individuals that have direct or indirect relations with similar exhibitions.

5) Promotion of new media. With the development of mobile Internet information technology, new media platforms have sprung up like mushrooms after rain, and new media marketing has gradually become the most important part of modern marketing mode (using the Internet, mobile TV, mobile phone short messages and a series of media forms under high-tech load, which are called new media by modern people). At present, with the fragmentation and mobilization of people's reading and information acquisition, the position of new media promotion is becoming more and more prominent, and the link of social relations has also become a powerful focus of new media promotion in communication and target transformation.

As the main tool and information carrier of the top ten information, the network has incomparable advantages such as high speed, strong timeliness, relatively easy management, good interaction, low cost and high efficiency. For the marketing work of exhibition organizers, online marketing can attract participants to the greatest extent, provide them with personalized services, and greatly reduce the overall marketing cost. Especially with the development of big data application, digital marketing and AI technology, online marketing can realize the whole process, systematic and dynamic marketing management of exhibition marketing.

6. Securities agency issuance

Exhibition marketing agency is a very important marketing channel and method for exhibition projects, especially international exhibition projects. It can improve the professionalism and efficiency of exhibition marketing activities, reduce the marketing pressure of exhibition organizers and improve the marketing effect. Marketing agents are usually used in exhibition projects, especially exhibitors' agents. The main forms of exhibitor's agent are exclusive agent, general agent and contract agent.

An advertisement without marketing effect cannot be called an excellent advertisement. Similarly, an exhibition without marketing effect cannot be called a successful exhibition. In the process of developing exhibition marketing, all exhibition industry practitioners should constantly sum up, reflect and explore how to combine ways and means, and how to constantly innovate strategies to maximize the return on input and output!

Author: Yuan Shuai, co-founder of Xinshehui, founder and chief marketing consultant of micro will Mobile Platform.

To promote the transformation of the exhibition, whether your offline exhibition continues this year or is completely online, we must first integrate the existing exhibition resources and create conditions to provide exhibitors and buyers with exhibition software, exhibition management software, exhibition email marketing, services and support to meet their exhibition marketing needs immediately.

The exhibition industry is at a turning point, and Bitter Melon Technology is willing to work with you to explore an online and offline synchronous interactive and organically integrated exhibition site management system.