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How to do pre-exhibition analysis and decision-making exhibition investment

2018-05-11 16:00:25

Participation in the exhibition is an important way for enterprises to expand the market, so enterprises must set goals before the exhibition, do a good job of decision-making analysis, in order to receive effective results in the exhibition.


All kinds of enterprises should set exhibition goals according to the specific situation of enterprises and products. The objectives mainly include the following aspects: 1. Increase your understanding of the market. Especially for professional exhibitions, it is easy for exhibitors to understand the development of other enterprises, product status, and even scientific and technological secrets. In addition, in the communication with the audience to understand the needs and potential of the market. These insights are more intuitive and accurate than everyday market research. 2. Maintain or establish the image of exhibitors. Exhibitors for enterprises to establish the image of both time and effort. For new enterprises, exhibiting can help enterprises establish customer relationships in a short time, enter the market, and be accepted by the same industry. For old enterprises, it is more important to pay attention to fixed participation in some influential and large-scale professional exhibitions in order to communicate with customers regularly. 3. Sales and transactions. Although the exhibition time is short, in order to facilitate customers to communicate directly with businesses, most of the participants hope to reach some agreements or intentions at the exhibition, and take it as their biggest gain in the exhibition. 4. Advertise products and services. The exhibition is a kind of three-dimensional advertising, which provides exhibitors with an opportunity to fully display their products, so that customers can improve their understanding of products and services, and facilitate customers' acceptance.


Once the objective has been determined by decision analysis, companies can sift through the various types of exhibitions in order to make the most informed choice. Exhibitions are often divided into international exhibitions and exhibitions. Some exhibitions have a wide range, such as expos, while some professional exhibitions are limited to the industry; On the other hand, some exhibitions focus on the display of products, while others focus on trade exchanges. Participants must first understand the nature, scale and scope of the exhibition, and then focus on consideration. For professional exhibitions, the time of the exhibition is very important. If the exhibition period happens to be a boom period of the industry, the effect of the exhibition will naturally be good. Therefore, exhibitions at the beginning or end of the year are usually more popular, because this time is usually the time for enterprises to make plans, and the exhibition or visit of enterprises may have an impact on both sides. The site of the exhibition is an important factor to attract exhibitors and visitors, which is directly related to the market of the product. The organizer of the exhibition is the soul of the exhibition, and the excellent organizer means that the exhibition is half of the success.


It is very important for exhibitors to do a good job in the exhibition budget, if it is properly calculated and there is continuity, then trade fairs are a good investment for small businesses. Items to keep in mind when setting a budget are: booth space, construction and demolition, special advertising giveaways, transportation costs, audiovisual equipment, electricity expenses, services, ancillary materials, personnel costs, advertising, airfare and wine and lodging. When costs have been determined, prepare a work sheet to analyze the economic situation: What is the return on investment? The return is equal to the total sales divided by the total expenditure on the exhibition. How much does each sales lead cost? This is equal to the total expenses of the exhibition divided by the number of sales leads.


Send out invitations In order to make the exhibition a success, send out some invitations. Pay attention to your booth and some news about new services and new products, and share these new services and new products with your customers or potential customers. Of course, you can use the special invitation card provided by the exhibition for you. One reason people decide to attend a trade show is because they have received invitations from exhibitors or their sales agents. Share information with potential customers who are genuinely interested, rather than flooding them with invitations that you hope will be interested in your new product or service. It was suggested that 25% of the exhibition funds should be spent on sending out invitations. We have made many surveys of trade fairs and believe that we should invite each other before the exhibition starts. For example: "This year's exhibition is very special for us. Please come and see us." This is an opportunity to test the market with your new plans and products. What is the best time to introduce your products and services to millions of people in the shortest possible time? Trade shows are the perfect time.