Discussion on how to do well exhibition marketing and promotion in industrial enterprises

For the enterprises participating in the exhibition, some are full of harvest, orders are bursting, investment is successful, and brands quickly open their popularity and reputation; Everything else is mediocre. Although there are booths and exhibits, there are few doors and few people, which is far from growth and exposure. So why is the same exhibition so different? Mainly, some industrial enterprises often only pay attention to technology and products, but ignore the specific methods of how to do a good job in exhibition marketing and promotion. How do industrial enterprises market and promote at the exhibition? Generally, it can be divided into three steps: preparation before the exhibition, publicity during the exhibition and follow-up after the exhibition. 1. Pre-exhibition preparation and pre-exhibition momentum-online preheating requires a wave of pre-exhibition publicity before the opening of the exhibition, and pre-exhibition publicity and promotion work should be done on the Internet in a planned way to attract more new and old customers to pay attention to and visit the exhibition, so as to obtain better exhibition benefits. The content of communication focuses on the information of the exhibition, such as what products are on display? Is there a new product launch conference? Is there any activity at the scene? There are official platforms for communication channels: official website, WeChat official account, Tik Tok, video, etc. Plus third-party authoritative platforms such as mass media and vertical media. Offline preparation first needs to invite key customers offline. Before going to the exhibition, enterprises should arrange marketing teams to sort out new and old customers and make necessary selection and invitation to expand the influence of the exhibition and attract more customers' attention. Publicity materials during the exhibition need to be prepared in advance. The necessary publicity materials for industrial enterprises to participate in the exhibition mainly include: corporate brochure, corporate propaganda film, product album, publicity DM, corporate platform traffic commitment letter (including corporate official website, WeChat public platform, Tik Tok platform, etc.), and other publicity materials and materials (mainly common materials in corporate VI image system, including handbags, X-racks, business cards, business card boxes, paper cups, etc.). ) .2. The online promotion during the exhibition is generally about 2-3 days. During this period, we need to publicize the exhibition in all directions and bombard the whole network with carefully prepared manuscripts, videos and pictures. Select channels around official website platform and third-party platform, and write content from different angles, such as press release, activity draft, product draft, industry draft, brand draft, etc. Video level, around activities, product demonstrations, business leaders &; Industry experts &; Ordinary tourists interview the production content and arrange official video number, Tik Tok number, kol, koc and other channels. If there is any activity, it needs to be broadcast live online. Ignite the atmosphere, gather popularity, promote brands and gain word of mouth. In addition to online promotion, on-site promotion needs to be promoted in various forms at the exhibition site. If the enterprise has sufficient budget, it can name the exhibition, in addition, it can also buy advertising space in channels and purchase advertising space on exhibition materials for all-round publicity and exposure. You can also actively distribute information to attract attention. Hold small interactive activities to attract exhibitors with small gifts, such as some lottery activities or some interactive games, to gather popularity for the booth. Make full use of the reasonable location of your exhibition, such as LED screen and giant screen. Because of its large area, the big screen can be seen by people far away, and its creativity is eye-catching. In order to cooperate with the exhibition to achieve better publicity effect and make the brand get higher attention at the exhibition, various supporting activities should be planned at the exhibition site, such as new product launch conference, order meeting, investment promotion meeting, auction, training meeting and even factory visit. 3. Follow-up online summary after the exhibition. After the exhibition, we should continue to publicize and form the long tail effect of exhibition marketing promotion. You can write a series of summary manuscripts around the exhibition site, visitors, industry evaluation and powerful data that can be publicized. The videos are edited into a series of summary videos together with all the materials during the whole exhibition. During the offline follow-up exhibition, we will collect a lot of customer information. After the exhibition, we need to sort it out and make a follow-up sales plan for each customer. After the exhibition, we will arrange a follow-up visit by the sales staff of the marketing department. For other professionals, it is necessary to hand over the information to the relevant departments of the enterprise, make maximum use of the professional resources obtained from participating in the exhibition, and help the subsequent development or marketing of the enterprise. Post-exhibition follow-up is the key to ensure the implementation of our exhibition results, and enterprises need to pay attention to it. Exhibition is an important marketing activity for industrial enterprises to obtain sales volume and open brand awareness, which needs to be treated with caution.