West Exhibition
Blog
23
2015
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10
When choosing an exhibition, companies must determine their goals.
Author:
The exhibition goals of enterprises usually include the following: establishing and maintaining the company image.;Developing the market and finding customers.;Introducing products or services.;Looking for agents, wholesalers, or joint venture partners.;Sales transactions.;Researching the local market.The German Exhibition Association categorizes exhibition goals based on marketing theory into five categories: basic goals, product goals, price goals, publicity goals, and sales goals. Enterprises may have several objectives at the same time, but it is essential to determine the goals before the exhibition to formulate specific plans and distinguish work priorities.
Choose carefully. Generally speaking, when enterprises choose exhibitions, they should focus on the following aspects based on their exhibition objectives:
1.Nature of the exhibition. Each exhibition has a different nature, which can be divided into image exhibitions and commercial exhibitions based on the exhibition purpose.;Based on industry settings, it can be divided into industry exhibitions and comprehensive exhibitions.;Based on audience composition, it can be divided into public exhibitions and professional exhibitions.;According to trade methods, it can be divided into retail exhibitions and ordering exhibitions.Divided by exhibitors, there are comprehensive exhibitions, trade exhibitions, and consumer exhibitions.;...All of these are numerous. In developed countries, the boundaries between different types of exhibitions are clear. However, in developing countries,due to limitations from the economic environment and the level of the exhibition industry, it is often difficult to make accurate distinctions. Exhibitors should choose carefully based on their own needs.Fame. The modern exhibition industry has developed to the point where exhibitions in every industry have formed their own.
2."Leading players"become places that buyers must visit, such as: Chicago Tool Show, Milan Fashion Show, Hannover Industrial Fair,Guangzhou National Export Commodities Fair, etc. Generally speaking, the higher the fame of the exhibition, the more exhibitors and buyers it attracts, and the greater the possibility of transactions. If participating in a well-known exhibition, one should look atwho the organizer is and how influential they are in the industry. Well-known exhibitions often charge higher fees, and to save costs, one can share a booth with others; even so, the effect will be better than participating in those unknown small exhibitions.Exhibition content. A major feature of the modern exhibition industry is increasing specialization. Exhibitions on the same theme can be subdivided into many small specialized exhibitions. For example, an exhibition related to beer may specifically showcase.malt and hops, brewing techniques, production equipment, packaging materials or technology, or it could be a brand battle. Exhibitors must understand this clearly in advance to avoid.going astray.
3.Time. Every product has its own life cycle, which includes five stages: development, maturity, saturation, and decline. There is a certain rule regarding the efficiency of exhibitions and the product cycle. For ordinary products, during the development stage, exhibitions can have a multiplier effect.In the maturity and saturation stages, the effect of exhibitions may be less effective.become places that buyers must visit, such as: Chicago Tool Show, Milan Fashion Show, Hannover Industrial Fair,In the decline stage, exhibitions often yield no results.who the organizer is and how influential they are in the industry. Well-known exhibitions often charge higher fees, and to save costs, one can share a booth with others; even so, the effect will be better than participating in those unknown small exhibitions.Location. The ultimate goal of participating in exhibitions is to promote products in that area, so it is essential to study whether the exhibition's location and surrounding areas are part of the target market and whether there is potential purchasing power. If necessary,
4.a market survey can be conducted first. There was once a manufacturer of slippers who naively thought that since Africa is hot, Africans would definitely buy their products. Upon arrival, they found that while the weather was indeed hot, the citizens of the superpower there hardly wore shoes.;在成熟和饱和阶段，展出的效果可能事倍功半;到了衰退阶段，展出往往会劳而无功。
5.地点。参加展览会的最终目的是为了向该地区推销产品，所以一定要研究展览会的主办地及周边辐射地区是否自己的目标市场，是否有潜在购买力。必要时可先进行一番市场调查。曾经有一个拖鞋的厂家，想当然地认为非洲天气热则非洲人一定推销产品。到了那边才发现，并非天气热不假，但那里的超级大国百姓平时根本就不穿鞋。
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