Instead of passively waiting for customers to come, consciously ask them to come. Enterprises should adopt various methods before and after participating in the exhibition
Advertise to attract more customers to visit the enterprise booth or pay attention to the enterprise during or after the exhibition. Here's how.
1. Send pre-show invitations
Pre-exhibition invitation means that before the exhibition starts, enterprises announce or issue formal invitations to inform new and old customers through the Internet; also
Invitations can be sent through advertisements, magazines and other media, and should be completed within three months prior to the start of the exhibition.
The pre-exhibition invitation is suitable for the target customers and potential customers of the enterprise.
When a company wants to invite a particular group of people (such as major customers and companies that are prospective customers of the company), it can be used
Take the way to send personal invitations. These invitations are more influential if they are sent by senior executives.
The exhibition organizing committee sometimes provides VIP passes or discounted tickets, or even free tickets. These information can be included with the invitation
Also send to the customer. Before the exhibition, enterprises can also call potential customers to determine their booth visit time, in order to do a good job
Should be prepared for the reception.
If the customer accepts the invitation of the enterprise, then the enterprise should determine the other party's information as soon as possible: the customer's itinerary, the surname of the exhibition representative
Name, whether there is early cooperation, specific operation of business personnel, previous quotation list, existing problems in cooperation and enterprise hope
Recommend new product information to customers, etc. The enterprise should organize the above information into documents, and the salesman attending the exhibition must have it
General understanding, in order to better contact customers at the exhibition site.
For customers who do not respond, the salesman in charge of the customer should send an email two weeks or one week before departure to inform the customer
The specific itinerary arrangement of the household enterprise, as well as the emergency handling of the sales situation during this period. The aim of this is
Reflect the enterprise's respect for customers, but also remind customers of the exhibition time (some customers themselves may attend the exhibition,
But companies will not necessarily be notified. Two notifications should be able to deepen the impression of customers on the booth number of the enterprise).
2. Advertising
Advertising is a very important way in the enterprise publicity work, the purpose is to let people know that the enterprise exhibition. Enterprise publicity
Communication budget and exhibition target determine advertising effect, advertising target depends on exhibition target. Media for advertising before and during exhibitions
This is shown below.
(1) Pre-exhibition advertising media: enterprise website, exhibition official website, network media, related association media, outdoor billboard,
Local media, etc.
(2) Media for advertising in the exhibition: advertisements on the catalogue of exhibitors, daily publications of the exhibition, city billboards, taxis
Advertising space, balloons, hotel billboards, hotel closed-circuit television, airport billboards, TV, electronic information boards, outdoor billboards,
The electronic information board in the exhibition hall.
3. Use public relations. Use public relations is one of the important ways for exhibitors to publicize themselves. This method is low cost and effective
Good, it can successfully attract a large number of inquiries for the enterprise, but also can increase the sales of the enterprise, so it should be well used.
For details, see Table 2-2.
1. Before the exhibition
(1) Ask the exhibition management to list a comprehensive media table, including the name, address and contact information of each media.
Exhibitors can use this list to contact media representatives to find out what information needs to be provided in order to increase the company's reputation
Degree.
(2) Ask the exhibition management how to arrange the media in the exhibition, and find out which publishing unit plans to publish relevant
Brochure with exhibition information and date of issue.
(3) Some business publications will start to act months in advance, so exhibitors should prepare news materials. These publications
's editors are only interested in information that is timely and valuable, such as industry trends, statistics, new technologies or products
Information.
2. In the exhibition
(1) Prepare some relevant materials for the media to provide when they pass by. Exhibitors should ensure that the enterprise stand in front of
There are always press spokesmen present, even at lunchtime. Media speakers at the booth should be ready to use easy-to-understand
Explain the functions, characteristics and importance of enterprise products in a non-professional way.
(2) Ask the exhibition management when the presentation, discussion or on-site viewing will be arranged. Exhibitors should find a good speaker
To be able to articulate clearly and coherently the topic of the industry in which the company is involved.
3. After the exhibition, if possible, exhibitors should release the latest trends and relevant exhibition information at the press conference after the exhibition
Counting figures, valuable and important information, or trade show orders, etc.
4. Don't forget to advertise
Exhibitors should purchase from the newsroom, lounge, reception, training programmes, flags, audio-visual equipment, display computers, etc
Bags, vehicles, napkins and water cups and other occasions or articles to add advertising language with the nature of publicity, related articles should be in advance
Get ready.
5. Use the Internet
Many exhibition organizers now offer visitors the chance to participate in virtual exhibitions through the Internet. Visitors can go online
Preview the virtual show, see where you want to go and which booth you want to visit, and then take a physical tour. This can be a parameter
The viewer saves a lot of time and energy.
Exhibitors make good use of this publicity tool, can quickly increase the number of customers. In addition, exhibitors can put the virtual exhibition chain
Receive the enterprise's website, so that exhibitors have more opportunities to sell their products or services.