How to promote your company at an exhibition?

1. To stand out from the crowd, the most important thing is to stand out

How to stand out from the crowd mainly reflects its uniqueness and difference in the exhibition layout, as well as the effects it produces. As mentioned before, exhibition decoration is also an art, which is diverse, colorful and unique. Therefore, in the design and production of exhibitions, if you want to attract people's attention and achieve the purpose of leaving a deep impression, you must pay attention to the novelty, uniqueness and difference from design to production. This requires the courage to break the rules and dare to innovate. For example, at the International Investment Fair in Xiamen in 2000, Shuanghui Group Company really took great pains to highlight Shuanghui's characteristics and uniqueness in the only 3×3 square meter exhibition. At that time, they were all decorated uniformly by the organizing committee according to certain specifications. Overall, they looked like soldiers lined up in a line, but the "general" was nowhere to be found. And the name of the unit, "Henan Province Luohe Shuanghui Industrial Group Co., Ltd." is 18 characters in English. It is densely embedded in the 10cm × 200cm horizontal bar door. You can't walk in and it is difficult to see the words on the door. What is the name of the unit? Moreover, the booths in all exhibition areas all have the same face and model, which cannot reflect the "standout from the crowd" of the exhibitors. In order to change this situation, after repeated negotiations with the organizing committee, we gained their understanding and support. We spent our own money and designed it ourselves, and remade a new horizontal bar door head that was twice as big as the original one. It was replaced with four large characters "Shuanghui Group" in white letters on a red background. It can be seen from a distance and is clear at a glance. This not only highlights the outstanding status of the exhibition, but more importantly, it shows the big brand of its big company, achieving the purpose of being spectacular, eye-catching and attracting customers.

In order to achieve a stand-out display effect, in addition to the improvement measures taken in the above cases to adapt to local conditions, the following principles should also be adhered to: 1. Persist in being different and take your own new path; 2. The shape must be certain Be unique and strive to be "superior"; 3. Seize advantageous terrain and express your core; 4. Be both a leader and a deer after the sheep (or chicken head and phoenix tail); 5. Make use of modern high technology and use modern new technologies. Materials create a new image; 6. Be a lighthouse and shine in all directions. All of the above are good ways to establish your dominant position and the best way to become the best among chickens.

2. Three-dimensional momentum building to achieve all-round publicity effects

An exhibition is an excellent opportunity to introduce a company, promote the company, and display the image of the company or group. At the same time, it is also a good opportunity for consumers to understand a company's products, so publicity and public relations are very important. Therefore, it is necessary to solve the following problems:

l. Get in touch with the news media where the exhibition is located, make preliminary preparations for publicity, and cooperate with local TV newspapers to do publicity reports. If conditions permit, organize a press conference and draw up a detailed publicity plan. Advertising should be carried out in an orderly manner during and before and after the exhibition, preferably in the form of soft advertising.

2. Send invitations in advance to all exhibitors with business relationships and major local agents as well as news media, industrial and commercial taxation, administrative agencies and other relevant departments before the exhibition opens or after the exhibition ends. , hold 1-2 social gatherings. In addition, for the hotels and hotels where the main customers of the exhibition live, corresponding promotional content should also be arranged, such as signboards in the hall, welcome banners, promotional materials for room delivery, fruits, etc., and all should be considered as carefully as possible.

3. Prepare sufficient promotional materials. Including: company introduction, regional or group introduction, promotional materials related to exhibitions, posters, etc., presented to major customers and visitors to the exhibition.

4. Establish a good coordination relationship with the local government and provincial and national organizing committee leaders who co-organize and host the event. In particular, the leaders of the organizing committee responsible for the entire exhibition must proactively solicit their opinions, report to them on their work, and obtain their support and help. This will solve many practical problems.

5. Create an atmosphere.

At medium-sized and large-scale exhibitions, in order to heighten the atmosphere, expand the influence, and attract people's attention, timely drum troupes, aviation performances, military bands, disco, song and dance performances, as well as suona troupes and yangko troupes are also necessary, but they must The image and logo of the company or group must be displayed on clothing, ribbons, and external aspects, so that people can tell at a glance that it is organized by a certain company or unit, but it cannot be fixed in one place, except for activities before and after the booth. , and can also travel back and forth for publicity.

6. Off-site display. In order to cooperate with the internal display and achieve the effect of internal communication and external communication, it is also possible to arrange certain outdoor displays in the square in front of the exhibition venue and on the avenues where people must pass. These outdoor displays: First, the choice of form, such as arches, large balloons, large canvases, light boxes, street signs, small flags, etc., as well as very unique creative modeling works, such as the " "Great Wall Gate Tower", "Nine Soaring Dragons", "Airplane Submarine", etc.; the second is the choice of display location, such as bustling downtown areas in markets, large shopping malls and supermarkets, stations, squares, bridgeheads, high-rise buildings and main avenues around the exhibition venue. If it is food, be sure to organize tasting and giveaway activities and prepare corresponding facilities or consultation books.

According to the above activities, in order to ensure its effectiveness, in terms of public relations during the exhibition, we must pay attention to three points: contact all parties well, arrange highlight advertisements, and receive customers and friends well. The so-called relationships in all aspects mainly refer to all aspects of related households and people related to exhibitors or units. At critical times, a certain amount of emotional investment is also required, such as treating guests and giving gifts, giving souvenirs, organizing travel, etc. In a word, we must try our best to satisfy these relationship customers. The so-called highlight advertising refers to whether it is exhibition hall layout, outdoor advertising, or soft advertising in certain aspects, we must strive to create 1-2 highlights, or one highlight after another. This highlight is either in the exhibition or outdoor The display is unique and surprising, or it is a news hot spot created in a soft advertisement. This hot spot must be "ideas". How to heat it up and how to heat it up require careful planning and good creativity. Receiving good customers and friends should be a matter of course, and it is also a very important thing.

In order to ensure the best results from participating in the exhibition, the following things must be done before, after and during the exhibition activities: The previous preparations must be fully prepared, such as the capital investment for the exhibition, how to use the minimum investment What are the best things that can be done with money, which are the best things that can be accomplished, what standards are most appropriate for the scale of exhibitions; exhibition hall design, which form is the most novel, and whether a better form can be created; how many exhibitors there are, all depend on it. What items and materials should be prepared? What arrangements for food and accommodation, reception activities, etc. should be planned one by one and implemented accordingly during the exhibition. During the exhibition, it is necessary to summarize how the activities were carried out, how the information was collected, what the results were, what has been achieved, what has not been achieved, whether the expected results have been achieved, etc. In addition to the summary of the day, there should also be a summary at the end of the entire event. If necessary, argumentation and evaluation will also be conducted. Giving a scientific evaluation will be more conducive to utilizing strengths and avoiding weaknesses at the next exhibition. These evaluations must be quantitative, scientific, and accurate.

In short, participating in an exhibition is also a scientific cultural activity with many skills. If done well, it can indeed achieve twice the result with half the effort and achieve the goal of doing more with less money; otherwise, it will waste people and money, and the gain will not be worth the loss. Therefore, it is very necessary and appropriate to conduct scientific research on exhibition participation and create standardized implementation standards, which can not only save money but also be targeted.