Exhibition planning and booth marketing
First, establish a database of target exhibitors.
(1) channels for collecting information of target exhibitors
Information of target exhibitors can be collected in the following ways:
1, collected through the industry enterprise directory.
2. Collected by chambers of commerce and trade associations;
3. Collection by government departments;
4. Collect through professional newspapers and periodicals;
5. Collect through similar exhibitions;
6. Collected by foreign institutions in China;
7. Collect through professional websites;
8. Collect by telephone yellow pages.
Second, the division of exhibition areas and booths.
(a), the principle of dividing the exhibition area and booth:
1, divide the exhibition area according to the professional theme;
2. It should be conducive to improving the exhibition level;
3. It should be conducive to the audience's visit;
4. It should be conducive to improving the exhibition effect of exhibitors;
5, to be conducive to the exhibition site management and on-site service.
6. Reasonably arrange the functional areas of the exhibition: registration office, consultation office, negotiation area, rest area, news center, etc.
Third, the exhibition price.
(A), the formulation of the exhibition price
In order to set a reasonable exhibition price, we need to consider:
1, to fully consider the needs of competition;
2. Pricing should be combined with the development stage of the exhibition;
3. Pricing should be combined with the price targets of the exhibition: profit target, market share target, skimming target, quality leading target and survival target.
4. Pricing should be based on the price elasticity of the exhibition;
5. Need to consider the situation of the industry where the exhibition theme is located;
6. The location difference between the exhibition area and the specific booth;
7. Booth prices of foreign exhibitors and domestic exhibitors.
(2) Formulation of exhibitors' price discounts.
1, unified discount.
All exhibitors apply a uniform discount standard. The discount standard depends on the exhibition area of the exhibitors.
2. Differential discount.
According to the need, the price discount standards are divided into several types, and different price discounts are implemented according to different standards.
3. Special discount.
Usually, special preferential prices will be given to those enterprises with large exhibition scale and great influence and popularity in the industry.
4. Location discount
Discount standard of venue location in the exhibition hall.
(3), the implementation of the tender price should pay attention to the problem.
1, strictly implement the price and price discount standard;
2. Strengthen the bidding price management of bidding agencies;
3. Avoid dumping booths at low prices at the end of the exhibition;
4. Strictly control the scope of application of differential discounts and special discounts.
IV. Invitation Letter to the Exhibition
(a), the main contents of the solicitation letter
1. Basic contents of the exhibition.
Including the name and logo of the exhibition, the time and place of the exhibition, the organization, the reasons and objectives of the exhibition, the characteristics of the exhibition, the scope and price of the exhibits.
2. Market introduction.
Industry situation and regional market situation
3, the exhibition investment and promotion plan.
Investment invitation plan-briefly introduce the way, scope and channels of inviting professional visitors to the exhibition plan.
Publicity and promotion plan-briefly introduce the means, methods, scope and channels of exhibition publicity and promotion, as well as the measures to expand the influence of exhibition plan.
Related activities-briefly introduce what related activities will be held during the exhibition, the time and place of various activities, and the contact information of exhibitors participating in the activities.
Services-services that exhibitors will get from the exhibition, including paid services and free services.
4. Mode of participation: including how to handle the participation procedures, payment methods, participation application form and contact information.
5. Various patterns: maps of the exhibition hall, traffic maps around the exhibition hall and other pictures.
(2), the principle of the invitation.
1, the content is comprehensive and accurate;
2, simple and practical;
3, beautiful and generous;
4, easy to mail and carry.
V. Exhibition Plan (for agencies and exhibition channels)
(a), the basic content of the proposal
1, industry distribution characteristics.
Introduce and point out the distribution characteristics of the industry in which the exhibition theme is located in the whole country, point out the development of the industry in various regions, and introduce the enterprise structure and distribution of the industry.
2. Division of exhibition areas and booths.
This paper introduces the division and layout of exhibition area and booth, and attaches the division map of exhibition area and booth.
3. Bid price.
List the exhibition price and the basis for setting the price.
4. Preparation and sending of solicitation letter.
This paper introduces the content, compiling method, sending range and mode of solicitation letter.
5. Division of labor.
Arrange the work division of the exhibition, including the work division of exhibitors' units, the work division of exhibitors' units and the work division of exhibitors' areas.
6. Exhibitor agent.
Arrange the selection, designation and management of exhibitors' agents, and stipulate the commission level of agents and the regional scope and authority of agents.
7. Advertise and promote.
Cooperate with the exhibition to plan and arrange all kinds of publicity and promotion activities.
8. Booth marketing measures.
Put forward various channels, specific methods and implementation measures suitable for booth marketing of this exhibition, and guide the recruitment of specific exhibitors.
9. exhibitor budget.
Make a preliminary budget for all kinds of exhibition work, so that the exhibition can arrange all kinds of necessary expenses in time and reasonably.
10, the overall schedule of the exhibition.
Make overall planning and arrangement for the exhibition progress, so as to control the exhibition progress and ensure the success of the exhibition.
(II) Division of labor among exhibitors
The division of labor in the exhibition involves two aspects: the division of labor between exhibitors and the division of labor within exhibitors and their respective units.
1, determine the list of exhibitors;
2. It is necessary to clarify the regional scope and key target customer list of each exhibitor;
3. Formulate information communication and work coordination methods for all exhibitors;
4. Formulate measures and arrange booths in a unified way.
(III) Exhibitor's agent
1. Types and sources of exhibitors' agents.
General agent, exclusive agent, exclusive agent, signing agent.
2. Rights and responsibilities of agents.
Right: 1), and charge commission according to the contract;
2) Obtain the complete information needed for the exhibition from the exhibition organization;
3) Enjoy the promotion support of the exhibition organization to the exhibition and agents as agreed in the contract;
4) Booths that can be guaranteed to be reserved within the specified time.
Responsibility: 1), earnestly perform duties according to the agency form and conditions agreed in the contract, and operate according to law;
2) Be responsible for promoting exhibition projects;
3) Regularly report the situation to the relevant person in charge of the exhibition organization;
4) No objection to the booth designated by the exhibition organization;
5) Maintain the reputation and image of the exhibition organization and exhibition;
6) Collect and pay the participation fee on time according to the price stipulated by the exhibition organization;
7) Do not change the exhibition conditions set by the exhibition organization without authorization;
8) To assist exhibition institutions to provide services for exhibitors.
3. Agency commission
The agency commission of the sole agent, sole agent and general agent is generally extracted according to the proportion of 15-20% of the total exhibition fee actually received by the exhibition organization and paid by the exhibitors who find the agent, and the contracted agent is generally 25% or higher.
The time and method of commission payment are as follows: regular settlement and regular payment; Transaction settlement and summary payment; Settlement and payment one by one.
4. Agency management
1), adhere to the system of regular written reports;
2) Control of exhibition price;
3), collection and booth delineation;
4) exhibitors' participation fees;
5) Control of progressive discount.
5. Prevention of agency risk
1), the external risk of bulls;
2) The risk of the agent cheating the customer;
3) Risk of damaging the reputation and image of exhibition institutions;
4) The risk of confusion in collection and booth allocation;
5) The risk of temporary vacancy of the booth.
(4), advertising and promotion
Strategies and channels of advertising and promotion, time and geographical arrangement of advertising and promotion.
(5) exhibitor's budget
The direct collection fees for the exhibition mainly include:
1. exhibitor's expenses, including the salary, travel expenses and office expenses of the exhibitor.
2. Advertising and promotion expenses.
3. Agency fee.
4. Arrangement and mailing expenses of exhibitors' information.
5. Advertising public relations expenses.
6. Other unexpected expenses.
(6) Exhibition schedule
Before the opening of 12 exhibition, recruitment will begin;
Large-scale publicity and promotion activities were carried out in the first 9 months;
In the first six months, the work of visiting key customers was basically over;
In the first three months, the task of inviting exhibitors was basically completed.
Attachment: booth marketing measures
(1) Relationship marketing (exhibition organizers, target exhibitors and exhibition service providers)
(2) Cooperative marketing
Cooperative marketing partners mainly include the following institutions and units:
1, Chamber of Commerce of Trade Associations;
2. Famous exhibition organizers at home and abroad;
3. Professional newspapers and periodicals;
4. International organizations;
5. Various exhibitor agents;
6. Well-known enterprises in the industry;
7. Similar exhibitions abroad;
8. Foreign institutions in China;
9. Relevant government departments;
10, network channel (portal or professional website).
(3) Direct marketing
Direct mail marketing methods include: direct mail marketing, telephone marketing, exhibition site promotion, direct visit to customers and other media marketing.
(D), network marketing
1. Establish your own exhibition website;
2. Professional website marketing;
3, their own website and industry professional website interconnection.
(5), public relations marketing (press conference, promotion meeting, etc. )