How do jewelry companies make good use of jewelry exhibitions?

Gao Shan Li Yongli

According to statistical reports, participating in exhibitions has become one of the most important marketing tools for enterprises. When enterprises develop markets by participating in exhibitions, they not only save more than 40% of the cost compared to other forms of marketing activities, but also greatly shorten the promotion time and improve efficiency. Faced with the influx of invitations to exhibitions, jewelry companies have to deal with a series of issues such as whether to participate in exhibitions, how to selectively participate in exhibitions, how to make full use of exhibitions to promote themselves, and how to compete with competitors at exhibitions. Think hard.

1. The purpose of jewelry companies participating in exhibitions

The purposes of jewelry companies participating in exhibitions are diverse, and companies with different business types have very different purposes for participating in exhibitions. But generally it can be divided into the following four aspects.

1.1 Marketing products

For companies whose main sales form is product production and wholesale, the purpose of participating in the exhibition is to rely on their good craftsmanship and relatively low prices during the exhibition. Attract wholesalers, agents, secondary distributors and large-volume purchasers to achieve the company's expected goals before participating in the exhibition. For companies whose main sales form is product retail, the purpose of participating in an exhibition is to rely on their sophisticated products and unique design techniques to attract buyers during the exhibition, thereby completing the purpose of the company's participation in the exhibition.

1.2 Establish a marketing network and find partners

For jewelry companies that use franchising as their main marketing form, the exhibition itself is a large promotion platform, and people from all over the country come to visit the exhibition. All franchisees will have the opportunity to become its most loyal customers. Companies with raw materials can find partners at the exhibition, and production factories with excellent craftsmanship and relatively low processing fees can turn their raw materials into shining works of art.

1.3 Brand promotion

For many companies, exquisite booth design and construction, unique exhibition activities and exhibition advertising can not only comprehensively improve the company's reputation in the industry In addition to its influence, corporate culture can also be released to the entire industry through the exhibition, a platform where companies gather.

1.4 Release of new products

Exhibitions are a microcosm of an industry for media inside and outside the industry. In the shortest time, they can observe the dynamics and trends of the entire industry over a period of time. changes, so the attention is relatively high. Many companies use exhibitions to release new products, which not only attracts media attention, but also showcases their creativity to the industry in order to better find partners.

2. Exhibitors achieve twice the result with half the effort

As an industry event, the jewelry exhibition brings together many exhibitors. Every exhibitor should make full use of this platform to achieve twice the result with half the effort. Therefore, what kind of platform structure an exhibition can provide for enterprises is particularly important.

2.1 A wide range of choices

For exhibitors, facing a large number of merchants at the exhibition is an opportunity, which is difficult to achieve in normal business dealings. However, at the exhibition, you can freely choose merchants and products that you are interested in doing business with, and you can carefully select whether it is price or workmanship before placing an order.

2.2 High success rate

Whether it is business negotiation or product procurement, almost all people will proceed based on seeing the actual object, and the exhibition provides this A platform. All merchants will bring their best products for other exhibitors and buyers to choose from, which greatly improves the success rate of business.

2.3 Equality and mutual benefit

As two exhibitors negotiating business, the exhibition is a platform for fair cooperation provided by the organizer, where the credibility of the organizer can be relied upon. business exchanges, and the three exhibitions in Beijing, Shanghai and Shenzhen are all sponsored by the China Jewelry, Jade and Jewelry Industry Association. Most of the participating companies are members of the association, which can enhance mutual trust between the two parties and lay a good foundation for all-round cooperation. Base.

2.4 Brand exhibitions are very helpful in improving corporate influence

A good brand exhibition is an opportunity for exhibitors to greatly increase their own influence.

Because a mature brand exhibition will make full use of all print media as well as TV, radio, Internet and outdoor advertising and other publicity channels to carry out all-round publicity for exhibitors. Whether it is releasing new products or holding activities at the exhibition, it can become a period of time. The focus of the industry, the exhibition is also the most cost-effective publicity platform for companies that want to enhance brand awareness.

2.5 Low-cost contact with cooperative customers

If a company wants to contact qualified customers, participating in exhibitions is the most effective way. According to a study by Exhibition Research, the average cost of contacting each visitor at an exhibition is $177, while the average cost of contacting a customer through a sales call reaches $295.

2.6 Small workload, high quality

After contacting qualified customers at the exhibition, the subsequent workload will be small. Exhibition surveys show that after contacting a qualified customer at an exhibition, it only takes 0.8 phone calls on average to complete the transaction. In comparison, typical business sales require 3.7 phone calls to complete.

2.7 Potential customers

Research by an exhibition research company shows that based on the average number of visits to an exhibitor’s booth, only 12% of people received it within 12 months before the exhibition. 88% of the company's sales staff's calls are new potential customers, and exhibitions can also bring high-level visitors to exhibitors.

2.8 Save time

In a short exhibition time, exhibitors can reach more potential customers than the total number of people that sales staff can reach in 3 months. Meeting potential customers face-to-face is a quick way to build customer relationships.

2.9 Maintaining old customers

Every exhibiting company will have some long-term customers in the exhibition area. The exhibition provides such a platform for people who once only contacted them on the phone. Customers who have done business can have close face-to-face communication with exhibitors.

3. How exhibitors can make good use of the exhibition

The jewelry exhibition is an extremely complex system project and is subject to many constraints. From the perspective of exhibitors, from planning, market research, booth selection, exhibit preparation, customs declaration and transportation, customer invitation, exhibition layout, advertising, organizing transactions to the return of exhibits, an organic whole that interacts and restricts each other is formed. Any mistake in any link will directly affect the effect of the exhibition. Therefore, if jewelry companies want to achieve more ideal results in jewelry exhibitions, they must do the following.

3.1 Understand the characteristics of the exhibition

If a jewelry company wants to make full use of a jewelry exhibition, it must first understand who is hosting the exhibition, what are the special features of the area where the exhibition is held, and what is the scale and grade of the exhibition? Sample. What makes jewelry exhibitions different from other marketing methods is that it is the only marketing activity that can make full use of the human body's senses. People can have a full range of knowledge and feelings about the physical products through the exhibition. At the same time, the jewelry exhibition is a platform that can make all exhibitors equal. This environment can easily make people feel independent and negotiate with a positive and equal attitude. This highly competitive and fully free atmosphere is exactly what companies need most when developing markets.

Jewellery companies must also understand the exhibition characteristics of different regions before participating in the exhibition. Because Shenzhen has concentrated 70% of domestic production and processing companies, wholesale companies and retail companies, the Shenzhen International Jewelry Exhibition mainly focuses on ordering from retailers. The Shanghai International Jewelry and Gem Fair is based on Shanghai as a link and radiates to the retail center in East China. China (Beijing) International Jewelry Exhibition is currently the highest-level industry exhibition in China. Beijing brings together 90% of domestic media and is the best stage for corporate brand image promotion. As the largest cities in China, Beijing, Shanghai and Shenzhen have always been forward-looking and directional in driving trends. As a promoter of trends, the media has also been focusing its attention here. According to the exhibition reports, what styles of jewelry sell well, what kind of gems are more popular with consumers, and what kind of precious metals are more valuable for collection, guiding a large number of Consumers’ consumption philosophy.

3.2 Clear goals and start work

The exhibition goals of enterprises usually include the following: establishing and maintaining company image; developing markets and finding new customers; introducing new products or services; Agents, wholesalers or joint venture partners; sales results; research on local markets, development of new products, etc.

No matter what marketing method the exhibitors use, they must make sure that the boss or someone with decision-making authority decides the business in the booth during the exhibition, have employees who are familiar with the business on hand to help the inquirers answer questions, and have a clean counter to put visitors in a good mood. There are excellent exhibits for buyers to choose from.

(1) If you want to promote your brand, you must do a good job in setting up and promoting the exhibition, and expand your influence through various activities at the exhibition. You can also communicate with the organizer through pre-exhibition press conferences and exhibitions. Activities during the period promote new products and processes.

(2) Those who engage in franchise business should print promotional materials and visit as many other exhibitors as possible at the exhibition to promote their own brands.

(3) Those who hope to sell products at the exhibition must prepare rich and marketable exhibits, and attract buyers through the culture reflected in the packaging and exhibits themselves.

3.3 Pre-exhibition publicity

According to the planning of the exhibition, in order to maximize the effect of the exhibition, various means must be mobilized to invite more customers to visit the exhibition. In addition to exhibition organizers and organizers having to promote exhibition information in a variety of media, exhibitors should also make full use of various methods to introduce exhibition developments to customers. First of all, the company's annual exhibition plan should be informed to customers on the corporate website at the beginning of each year, and before the exhibition is approaching, the detailed opening time, booth number, exhibiting staff, exhibiting products, etc. should be informed to customers again from the scrolling information window on the website. You can also publish exhibition information in relevant professional magazine advertisements to let customers and potential customers in this profession understand the company's exhibition dynamics. Of course, sending invitations and materials to old customers, or visiting them are also tasks that should be done before the exhibition.

3.4 Publicity during the exhibition

Every exhibition hosted by the China Treasures Association will hold meetings such as new product launches and new technology lectures accordingly. If the jewelry company can seize this opportunity and send some professionals to introduce or demonstrate the company's new products and new technologies to customers at the same time, it will get twice the result with half the effort. At the same time, companies should also learn to create focus to increase corporate visibility. For example, some companies will hold a small ribbon-cutting ceremony for the booth when the leader just walks to the edge of the booth at the exhibition, which not only allows the leader to participate happily, but also becomes the focus of the entire event. Those who hope to express their corporate culture can hold some on-site jewelry concerts, which can increase the company's visibility and bring the media's spotlight here.

3.5 Organization work during the exhibition

The work during the exhibition is the highlight of an exhibitor. It must make full use of the limited time during the exhibition to collect information, expand publicity, receive customers, and focus on A series of tasks such as tackling key problems. Collecting information about new technologies, new materials, and new processes that may be related to your peers and your company is a job that should be done carefully. It is the basic job of the reception staff to treat every visiting customer seriously, introduce the products of interest to key customers in detail, communicate with customers with potential needs, exchange communication information, and pay key visits after the meeting. During the exhibition, communicate more with the exhibition organizer to understand the exhibition's event arrangement plan and on-site services, so as to facilitate the company's activity planning during the exhibition. Strengthening contact with the organizer can also help you understand which products sell best during the exhibition, so that you can decide what exhibits to bring to the next exhibition and how to build the booth.

3.6 Post-exhibition summary

The closing of the exhibition is not the end of the exhibition, but the beginning of the entire commercial activity. Exhibitors should carefully summarize the information collected at the exhibition after returning to the company, and then visit and track them separately. At the same time, the information requested by customers at the meeting will be sent out in a timely manner. To further strengthen the impression on customers, it is best to specifically write letters and make phone calls to express gratitude to special customers. Make a comprehensive summary of this exhibition, from exhibits to exhibition equipment, from exhibition layout to reception methods, from promotional materials to publicity methods, and comprehensively compare with other exhibitors to find out the gaps, so that we can learn from and improve in future exhibitions. Continuously improve the work and improve the level of participation in order to give full play to the effectiveness of the exhibition. Provide timely feedback on product development trends and trends in the same industry learned at the exhibition, as well as information on products demanded by professional industries, to the company's technology development department to help them understand market trends and adjust product development directions to meet market demand. After the exhibition, the basic situation of the exhibition and the current issues of participating customers, as well as some new products and new technologies will be introduced to those customers who have not visited on the company website again to strengthen online communication with customers from all aspects. communicate.

Communicate with the organizers, collect information during the exhibition, and strive to lay a good foundation for the next exhibition.

Figure 7-3-2 2009 China International Jewelry Exhibition Venue Exterior