Do you understand several elements of exhibition marketing?

It is understandable that the development of the convention and exhibition industry develops with the development of human society and society, and convention and exhibition marketing, which emerged with the development of the convention and exhibition industry, also follows the development of the convention and exhibition industry in the field of economic development. Important contribution, a rising tide lifts all boats. With the rapid development of high-tech and information industries, my country's overseas trade market has continued to expand. China increasingly needs conventions and exhibitions, and has put forward more new demands for the development of the convention and exhibition industry in the context of the times. It is necessary to break through the situation and welcome the new era. Times bring new challenges, and huge buildings are rising from the ground. It is necessary to fundamentally understand the exhibition industry and understand today's exhibition marketing.

Today, the main body of exhibition marketing is basically composed of six major elements. These six elements refer to the main participants in the conference and exhibition process. These participants are often the stakeholders of the exhibition, and each stakeholder is a marketing subject. The six elements of exhibition marketing include: exhibition organizers, exhibition participants, exhibition centers, professional audiences, exhibition locations, and related media. The six elements complement each other and form a unified structure to form an exhibition.

1. Exhibition organizer

Exhibition organizer is the initiator of exhibition activities, the executor and supervisor of many matters of the exhibition, and the handler of the later stages of the event. In the marketing link, it occupies an absolute dominant position. Exhibition organizers usually include organizers, organizers and agents.

The organizer refers to the organizer of exhibitions and conferences. Judging from the current situation of my country's exhibition activities, the organizers of exhibitions include: government departments at all levels, trade promotion organizations at all levels, various industry associations, chambers of commerce, alliances and departmental large-scale exhibition professional companies.

The organizer generally refers to the exhibition planning company that directly controls and operates conferences and exhibition activities. The organizer of the exhibition is mainly responsible for the specific operation process of the exhibition. At present, my country implements a strict qualification examination system for exhibition organizers, and generally they need to obtain approval from relevant government departments to obtain the qualifications to host exhibitions.

Agents are distributors who participate in exhibition investment and exhibition recruitment. In the actual operation process, agents are often very active co-organizers of a large-scale exhibition. From a side perspective, agents can also be characterized as an indispensable part of the exhibition organizer. Agents can enrich the organizer's business network, expand the scale, and improve the level of exhibitions in terms of material and capital flow.

2. Exhibition participants

Exhibition participants mainly include participants and exhibitors.

Participants refer to representatives participating in exhibition activities. Its purpose is to use exhibition activities as a platform to release information, exchange resources, negotiate matters, and obtain potential markets. The key to the success of an exhibition event lies in whether there is a "selling point" that can attract attendees. "Selling points" can be understood as: the theme, agenda, venue, activity center, guest composition and other creative designs of the event.

Exhibitors refer to enterprises or institutions that participate in an exhibition and exhibit goods or services for a purpose.

Exhibitors are generally invited by exhibition organizers to display their products or services at a specific time and place through corresponding agreements or contracts. Exhibitors are an absolutely important component of an exhibition. Ingredients, and similarly, for exhibitors, participating in exhibition activities is an important part of their marketing activities. Through participation in exhibitions, they can focus on promoting new products and new technologies, finding potential customers, and understanding the latest developments in the industry or customer needs.

Exhibitors are the main "paying" purchasers of exhibition services and are also the main targets of the exhibition organizers' marketing services. As an exhibitor, you often have to carefully consider a series of factors such as the objectives, conditions, and benefits of participating in the exhibition, and make decisions carefully. With the development of the exhibition industry today, exhibition organizers and exhibition participants are no longer a simple transaction relationship in the traditional form, but a long-term and stable cooperative relationship. Convention and exhibition organizers hope to obtain economic returns by organizing exhibition activities, while exhibition participants need to participate in exhibition activities to promote their brands and gain potential markets.

Therefore, only if the exhibition organizer provides more satisfactory services will the exhibitors feel that the exhibition activities they participate in are worthwhile and will be willing to pay for them, ultimately achieving a win-win situation.

3. Convention and Exhibition Center

The Convention and Exhibition Center mainly consists of two parts: the exhibition center and the conference center. They are an important theme for exhibition marketing activities. They are also a landing space carrier for exhibition organizers to hold exhibition activities. They are a large proportion of reference conditions that influence the decision-making of exhibition participants.

Exhibition center, in popular understanding, is actually an exhibition venue, and it can be understood as consisting of two parts: hardware settings and software configurations. The exhibition center itself has different levels, and the software and hardware are the most intuitive manifestations. Geographical location, surrounding construction, traffic environment, exhibition hall equipment configuration, interior decoration, etc.

A conference center mainly refers to a place that provides specialized venues, equipment and services for conferences of different sizes.

4. Professional visitors

Professional visitors correspond to ordinary visitors. Professional visitors generally refer to those engaged in the design, development, production, sales and service of products displayed in professional exhibitions. Visitors at different stages are likely to be the exhibitors’ potential target customer groups.

Normally, if the exhibition organizer or organizer does not exercise deliberate control, in addition to professional visitors, an exhibition will also have a certain number of ordinary visitors. This mainly depends on the exhibition. The nature and positioning of the exhibition, and for the exhibition itself, the value of the ordinary audience is often reflected in the value of popularity and word-of-mouth communication. Because ordinary visitors generally do not visit exhibitions for the purpose of reaching a deal, but to learn about the exhibits out of interest and hobbies, exhibitors do not pay much attention to ordinary visitors and only attend exhibitions similar to consumer products or services. , only ordinary audiences will get attention. Therefore, professional or branded exhibition activities and the proportion of professional audience groups will directly affect the smoothness of the investment promotion work of the exhibition event and the quality of exhibitors.

5. Exhibition location

Exhibition location includes: countries, cities, regions, hotels, guesthouses, etc. It is one of the stakeholders in exhibition marketing activities. The location of an exhibition, whether it is a country or a hotel, is of great significance to exhibitors. Factors such as the geographical location of the exhibition location, traffic environment, popularity, comprehensive environmental composition, etc. are often one of the main conditions for attracting exhibitors to participate in exhibitions or conferences.

A well-known example is that in 2000, after it was announced that the Asia Forum would be held in Boao in the future, 15 years have passed. Today, Boao has become a household name. The local tourism industry, marine industry, The processing and production industry and other service-oriented industries have achieved immeasurable economic growth. What Forum Asia has brought to Boao is a gold mine that is hard to estimate. It can be seen that the location of the exhibition is the main interest in the exhibition marketing activities, and it is also the main condition related to whether the exhibitors decide to participate in the exhibition.

6. Related media

Relevant media refers to publicity media that have inextricable interests with relevant stakeholders such as exhibition organizers or exhibitors. Its value lies in helping to realize In order to improve the corporate image, exhibition products and the popularity of the exhibition.

Exhibition organizers must attach great importance to cooperation with various media and fully integrate and utilize media resources. Cooperation is not just about publicity, but also includes jointly organizing various activities to expand influence in order to promote investment.

The key to the success of an exhibition is not how many people come to see it. Due to various factors, the number of people who can actually attend is limited after all. What we want to see is how well the media reports on this exhibition. full. This view fully demonstrates the importance of media resources in the exhibition marketing process.

Under the globalization of trade and the new economic normal, the modern exhibition industry provides groups or individuals with good opportunities for communication. The booming exhibition industry has become an important part of world economic activities and has become a key component of the global economy. One of the highlights of growth is that people increasingly need professional exhibitions. Exhibition marketing has become an indispensable way for my country to integrate with the global economic market and realize trade globalization to win economic benefits and national social benefits. Grasp the six elements of exhibition marketing, make good use of every link, and maximize its value, so that the exhibition economy can truly become the "barometer" and "accelerator" of the national economy.