Exhibition copywriting of exhibition planning book

I. Writing of Exhibition Project Proposal

(I) Concept of Exhibition Project Proposal:

The so-called exhibition project proposal is to make a preliminary plan for the upcoming exhibition, design the basic framework of the exhibition, and put forward the preliminary planning contents of the planned exhibition, mainly including the name and place of the exhibition. Exhibition Project Proposal is a set of exhibition planning, strategies and methods for planning and holding a new exhibition, which is a summary of the above contents.

(II) Content structure of the exhibition project proposal:

Generally speaking, the exhibition project proposal mainly includes the following contents: 1. Analysis of the market environment for holding exhibitions: including the analysis of the industries and markets where the exhibition theme is located, the analysis of relevant national laws and policies, the analysis of related exhibitions, and the analysis of the market where the exhibition is held. 2. Put forward the basic framework of the exhibition, including the name and venue of the exhibition, the composition of the exhibition organization, the scope of exhibits, the exhibition time, the exhibition frequency, the exhibition scale and the exhibition positioning. 3. Exhibition price and preliminary budget plan. 4, the exhibition staff division of labor plan. 5. Exhibition invitation plan 6. Exhibition invitation plan. 7. Exhibition promotion plan. 8. Exhibition preparation schedule. 9. Arrangement plan of exhibition service providers. 1. Exhibition opening and site management plan. 11. Plan of related activities held during the exhibition. 12. Exhibition settlement plan.

(3) Requirements for the writing of the project proposal for the exhibition:

1. The name of the exhibition

The name of the exhibition generally includes three aspects: the basic part, the limited part and the industry logo. For example, the 93rd China Export Commodities Fair, if seated according to the above three contents, is the basic part of the Fair, the limited part is China and the 93rd China Export Commodities Fair, and the industry logo is Export Commodities. The following are some explanations of these three contents: the basic part: used to show the nature and characteristics of the exhibition, commonly used words are: exhibition, Expo, trade fair, trade fair and "festival". Limited part: used to explain the time, place and nature of the exhibition. There are three ways to express the time of the exhibition: one is to express it with "session". The second is expressed by "year" and the third is expressed by "season". Such as the 3rd Dalian International Fashion Festival, Guangzhou Expo in 23, Frankfurt Spring Consumer Goods Exhibition, etc. Among these three expressions, "session" is the most common one, which emphasizes the continuity of the exhibition. Those exhibitions that have just been held are generally expressed by "year". The location of the exhibition should also be reflected in the name of the exhibition, such as "Dalian" in the third Dalian International Fashion Festival. The words that embody the nature of the exhibition in the name of the exhibition mainly include "international", "world", "national" and "region". For example, the word "international" in the third Dalian International Fashion Festival shows that this exhibition is an international exhibition. Industry logo: used to indicate the exhibition theme and the scope of exhibits. For example, the "clothing" in the third Dalian International Fashion Festival shows that this exhibition is an exhibition of the clothing industry. Industry identification is usually the name of an industry, or a product category in an industry.

2. Location of the exhibition

Planning and choosing the location of the exhibition includes two aspects: one is where the exhibition will be held, and the other is which pavilion the exhibition will be held in. Planning and choosing where the exhibition will be held is to determine which country, province or city the exhibition will be held in. Planning and choosing the exhibition hall is to choose the specific location of the exhibition. The specific choice of which exhibition hall to hold the exhibition depends on the theme and orientation of the exhibition. In addition, when choosing the exhibition hall, we should also consider the cost of using the exhibition hall, whether the exhibition arrangement meets our own requirements, and the facilities and services of the exhibition hall itself.

3. Exhibition organization

An exhibition organization refers to the relevant units responsible for organizing, planning, inviting exhibitions and attracting investment. Exhibition organizations can be enterprises, trade associations, government departments and news media. According to the different roles of each unit in holding an exhibition, there are generally the following types of exhibition organizations for an exhibition: organizers, contractors, co-organizers and support units. Organizer: the exhibition organizer who owns the exhibition and bears the main legal responsibility for the exhibition. The organizer legally owns the ownership of the exhibition. Organizer: the exhibition organizer who is directly responsible for the planning, organization, operation and management of the exhibition and bears the main financial responsibility for the exhibition. Co-organizer: an exhibition organizer who assists the host or organizer in the planning, organization, operation and management of the exhibition, and partly undertakes the work of soliciting, inviting investment and promoting the exhibition. Supporting unit: an exhibition organizing unit that supports the exhibition planning, organization, operation and management of the exhibition organizers or contractors, or the work of inviting exhibitions, attracting investment and promoting publicity.

4. Exhibition time

Exhibition time refers to when the exhibition is planned to be held. The exhibition time has three meanings: first, it refers to the specific launch date of the exhibition. The second refers to the date of preparation and withdrawal of the exhibition. Third, it refers to the date when the exhibition is open to the audience. There is no uniform standard for the length of exhibition time, which depends on different exhibitions. The exhibition time of some exhibitions can be very long, such as the extension of the "World Expo" for several months or even half a year; However, for professional trade exhibitions, which account for the vast majority of the exhibitions, the extension period is generally 3-5 days.

5. Scope of exhibits

The scope of exhibits in the exhibition should be determined according to the orientation of the exhibition, the advantages and disadvantages of the exhibition organization and other factors. According to the orientation of the exhibition, the range of exhibits can include one or several industries, or one or several product categories in one industry. For example, the range of exhibits in the "Expo" and "Fair" is very wide, such as the "Canton Fair" with more than 1, kinds of exhibits, which is almost all-inclusive; However, there are only a few industries involved in the exhibition scope of Frankfurt International Automobile Exhibition in Germany, only the automobile industry.

6. Exhibition frequency

Exhibition frequency refers to whether exhibitions are held several times a year or several years, or irregularly. According to the actual situation of the exhibition industry, there are the most exhibitions held once a year, accounting for about 8% of the total number of exhibitions. There are also many exhibitions held twice a year and biennially, and there are fewer and fewer exhibitions held irregularly. The determination of exhibition frequency is restricted by the characteristics of the industry where the exhibition theme is located. We know that almost every industry's products have a life cycle, and the life cycle of products has a significant impact on the frequency of exhibitions. The investment period and growth period of products are the golden period for enterprises to participate in the exhibition, and the exhibition frequency should firmly grasp these two periods.

7. exhibition scale

the exhibition scale includes three meanings: first, the exhibition area, second, the number of exhibitors and third, the number of visitors to the exhibition. When planning to hold an exhibition, we should make predictions and plans on these three aspects. When planning the exhibition scale, we should fully consider the characteristics of the industry. The scale of the exhibition will also be limited by the number and quality of the audience.

8. Orientation of exhibitions

Generally speaking, orientation of exhibitions is to clearly tell exhibitors and audiences what this exhibition is and what it has. Specifically, orientation of exhibitions is a process in which exhibition organizations make their own exhibitions form a distinct and unique impression in the minds of exhibitors and audiences by establishing and developing their differentiated competitive advantages according to their own resource conditions and market competition. The orientation of the exhibition should be clear about the target exhibitors and audiences, the exhibition objectives and the theme of the exhibition.

9. exhibition price and preliminary budget of the exhibition

exhibition price is to set a suitable price for booth rental of the exhibition. The price of exhibition booth often includes the price of indoor exhibition and the price of outdoor exhibition, and the price of indoor exhibition is divided into the price of open space and the price of standard floor. When setting the price of the exhibition, the principle of "excellent land and excellent price" is generally followed, that is, the prices of booths that are convenient for display and have a large audience flow are often higher. The preliminary budget of the exhibition is a preliminary budget for all kinds of expenses needed to hold the exhibition and the expected income from holding the exhibition. When planning to hold an exhibition, it is very important to determine a suitable price for the exhibition according to the market situation, so as to attract the target exhibitors to participate in the exhibition.

1. The specific implementation plans of the exhibition are personnel division, invitation and promotion plan, personnel division plan, invitation and promotion plan, and these four plans will affect each other in the specific implementation.

the personnel division plan is to make overall arrangements for the work of exhibition staff. The exhibition plan is mainly a variety of strategies, measures and methods formulated to attract enterprises to participate in the exhibition. The investment promotion plan is mainly a variety of strategies, measures and methods formulated to attract visitors to visit the exhibition. The publicity and promotion plan is to establish the brand and image of the exhibition, and at the same time serve the exhibition's recruitment and investment promotion.

11. Exhibition progress plan, site management plan and related activity plan

The exhibition progress plan is the overall arrangement of the exhibition's invitation, investment promotion, publicity and booth division in time. It defines what work should be completed at what stage in the preparation process of the exhibition until the exhibition is successfully held. If the exhibition schedule is well arranged, the preparations for the exhibition can be carried out in an orderly manner. Site management plan is a variety of plans for effective management of the exhibition site after the opening of the exhibition, which generally includes exhibition opening plan, exhibition venue management plan, audience registration plan and exhibition withdrawal plan. If the site management plan is well arranged, the exhibition site will be orderly and the exhibition will be in good order. Exhibition-related activities plan is a plan for all kinds of related activities to be held during the exhibition period. The most common related activities held in the same period with the exhibition are technical exchanges, seminars and various performances, which are beneficial supplements to the exhibition.

second, the writing of the feasibility study report on the establishment of an exhibition project

(1) the concept of the feasibility study report on the establishment of an exhibition project

The completion of the plan for the establishment of an exhibition does not mean that the established exhibition can be held. The establishment of the project only puts forward a preliminary opinion on the theme of the exhibition and how to hold it, and formulates a preliminary plan. As for whether the exhibition can really be held and whether the plan is really feasible, it is necessary to conduct a feasibility analysis on the exhibition project and plan. The conclusion of feasibility analysis and other factors that must be considered are the final basis for deciding whether the exhibition can be held in the end. The Feasibility Study Report of Exhibition Project Establishment is a research report based on the feasibility analysis of exhibition project establishment. Feasibility analysis of exhibition project establishment is the continuation of exhibition project establishment planning. The project planning of the exhibition project is mainly to put forward the "what kind" of the planned exhibition on the basis of mastering all kinds of information; The feasibility analysis of the exhibition project is based on careful study of all kinds of information, in-depth analysis of the feasibility of holding the "exhibition like that" proposed by the exhibition project planning, and providing scientific decision-making basis for whether to hold the exhibition in the end. If the feasibility analysis proves that the market conditions for the planned exhibition are available, the project has vitality, various implementation plans are reasonable, the project is economically feasible, the risk is small and there are certain social benefits, then the exhibition can be decided to hold through the project planning.

(II) Content Structure of the Feasibility Study Report of Exhibition Project Establishment

The Feasibility Study Report of Exhibition Project Establishment should systematically evaluate and explain whether the exhibition project establishment is feasible or not, and provide improvement basis and suggestions for the final improvement of the specific implementation plans of the exhibition project establishment planning. Therefore, the Feasibility Study Report of Exhibition Project Establishment mainly includes the following contents: 1. Analysis of market environment (1) Macro market environment: including population environment, economic environment, technical environment, political and legal environment, social and cultural environment, etc. (2) Micro-market environment: including the internal environment of the exhibition organization, target customers, competitors, marketing agents, service providers and the public. (3) Market environment evaluation: SWOT analysis, that is, analysis of internal strengths, internal weaknesses, external opportunities and external threats. 2. Analysis of the vitality of the exhibition project (1) The development space of the project: that is, to analyze whether the industrial space, market space, regional space and policy space on which the exhibition is held are available. (2) Project competitiveness: including the appeal of exhibition positioning, brand influence of exhibition organization, composition of exhibitors and audiences, exhibition price, exhibition service, etc. (3) Analysis of the advantages and disadvantages of the exhibition organization

3. Analysis of the exhibition implementation plan

1. Evaluate the basic framework of the planned exhibition, including: (1) Whether there is any conflict between the exhibition name, the exhibition scope and the exhibition positioning. (2) Whether the exhibition time and frequency conform to the characteristics of the industry where the exhibits are located. (3) Whether the venue of the exhibition is suitable for holding exhibitions in the industries where the exhibits are located. (4) Whether an exhibition with such scale and positioning can be held in the industry where the exhibits are located. (5) Whether the exhibition organizer can hold such a scale and positioning exhibition within the planned exhibition time. (6) Whether the exhibition organization is familiar with the industry where the exhibition exhibits are located. (7) Whether there is any conflict between the orientation and scale of the exhibition.

2) evaluation of investment invitation and promotion plan

(1) evaluation of investment invitation plan (2) evaluation of investment invitation plan (3) evaluation of promotion plan

4. financial analysis of exhibition project

(1) price positioning

(2) cost prediction

The cost of holding an exhibition generally includes:

That is, renting exhibition venues and all kinds of expenses arising therefrom. These expenses include: rental of exhibition venue, air conditioning fee of exhibition hall, special installation fee of floors, standard floor construction fee, carpet laying fee of exhibition hall, overtime pay for booth installation, etc.

2) exhibition promotion fee. Including advertising expenses, exhibition materials design and printing expenses, materials mailing expenses, press conference expenses, etc.

3) the cost of exhibitor and investment invitation.

4) related expenses. Including technical exchange meeting, seminar and exhibition opening ceremony, guest reception, cocktail party, exhibition site layout, gifts, temporary staff fees, etc.

5) office expenses and personnel expenses.

6) Taxes

7) Other unpredictable expenses

(3) Income forecast

The income from holding an exhibition generally includes:

1) booth fee income

2) ticket income

3) advertising and corporate sponsorship income

4) other related income

5. Profit index

1) Internal rate of return

11) Risk prediction

1. Market risk 2. Operational risk 3. Financial risk 4.