Analysis on the strategy of maximizing benefits be

2022-07-22
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With the rapid development of the building materials industry, the industry is increasingly prosperous, and a boom of home building materials exhibitions has been set off all over the country. Domestic wallpaper brands, large and small, have moved to exhibitions around the country, with a view to opening up new sales channels and new models, binding with many home building materials industry associations and enterprises to form strategic alliances, jointly create a brand road, jointly develop innovative models, and achieve "three wins" for enterprises, consumers, and exhibitions. Based on this, it is particularly important to maximize the exhibition effect

as an industry, the formation and development of exhibition activities is an inevitable historical and economic process, and has gradually become an industry vane

with the rapid development of the building materials industry, the industry is increasingly prosperous, and a boom of home building materials exhibitions has been raised everywhere. Domestic wallpaper brands, large and small, have moved to exhibitions around the world in order to open up new sales channels and new models, bind with many home building materials industry associations and enterprises to form strategic alliances, jointly create a brand road, jointly develop innovative models, and achieve "three wins" for enterprises, consumers, and exhibitions. Based on this, it is particularly important to maximize the exhibition effect

for wallpaper manufacturers participating in the exhibition, how to maximize the effect of exhibition with the help of the exhibition platform? This is the most concerned issue of wallpaper manufacturers participating in the exhibition. This requires enterprises to do a good job before, during and after the exhibition

first, there is stress in the selection of exhibits before the exhibition

the selection of exhibition products directly determines the success or failure of enterprises in the exhibition. When selecting exhibits, we should pay attention to the following principles:

① pertinence, that is, exhibits should meet the consumption characteristics of the market and conform to the purpose, policy, quality and content of the exhibition

② representativeness, which can reflect the exhibitor's technical level, production capacity and even industry characteristics

③ uniqueness should be different from * * similar products

at the same time, samples, lists, promotional materials and business cards of exhibitors should be prepared before the exhibition to ensure that they will not be used up halfway through the exhibition

exhibitors have requirements

the selection of exhibitors is an important part of participating in the exhibition. The on-site work of the exhibition is highly demanding and intensive. The selection of exhibitors should be considered in the following aspects:

① select appropriate types of personnel or relevant departments according to the nature of the exhibition

② pay attention to the basic qualities of personnel, such as appearance, consciousness, initiative, etc

③ pay attention to pre exhibition training, such as mastering professional knowledge, being familiar with the company, * * manufacturer's wallpaper price, local consumption customs, relevant policies, regulations, etc

④ senior managers of enterprises should go to the booth to participate in relevant work, so as to directly understand the various information reflected by the market and relevant professional audiences, so as to help understand the needs of users

then the booth layout. The booth layout should not only reflect the image of exhibitors, but also pay attention to functionality. Therefore, the layout of the exhibition stand should be coordinated with the overall trade atmosphere, and the basic functions of the exhibition stand, such as exhibition, meeting and consultation, should not be ignored in the layout, and attention should also be paid to the neat display of exhibits. A registration book should be set up in the booth to obtain the contact information of professional visitors. In addition, in order to strengthen mutual contact, some candies can be placed in the booth. These details can enhance the emotion between enterprises and customers, and increase contact opportunities and time

customer invitation skills

the organizer will send "exhibition tickets" to the participating wallpaper manufacturers in the early stage of the exhibition. After receiving the "exhibition tickets", the participating wallpaper manufacturers can send them to their local customers at the exhibition respectively, and invite them to the exhibition site to meet and negotiate directly. "Exhibition tickets" is an additional value-added service provided by the organizer to exhibitors, and it is also an auxiliary tool for exhibitors. Often in the process of exhibition, many enterprises will ignore this step, but in addition to meeting new customers, connecting with old customers can play a greater value of exhibition. At present, with the development of Internet information, participating wallpaper manufacturers can also send e-mails, posts, QQ group e-mails and other different ways, such as when, where, what kind of activities will be held, and what special products our company has to participate in. Interested friends can come and taste products directly. How many booth numbers, contact mobile phones and other contact information are left, which can also help enterprises develop more interested customers

II. In the exhibition

during the exhibition, exhibitors should maintain a good mental outlook and do a good job in all-round communication and service

1. Actively collect information. Enterprises need to make professional visitors stay in the booth as long as possible, so that their salespersons can get more high-quality clues and market information

2. Be good at summarizing exhibition experience. If conditions permit, exhibitors should discuss the work achievements of the day, evaluate the progress of the work, what is done properly and what needs to be improved after the exhibition every day. Appropriate high-speed trade plans and arrangements as needed

3. Good communication among peers. When there are no customers on the booth for the time being and more than one exhibitor is present, one person can walk around the exhibition hall to understand the market and competitors, and increase the possibility of meeting new customers

III. after the exhibition

many wallpaper manufacturers participating in the exhibition will find that there are many visitors during the exhibition, and they also pay more attention to the company's products. However, the business feedback after the exhibition was not satisfactory. This is probably due to negligence in the post exhibition stage. The effect of the exhibition can not be reflected in the final business transactions without solid, fast and effective post exhibition work

1. Post exhibition evaluation. Enterprises should never use the trading volume of the exhibition as the only parameter for exhibition evaluation, but should measure the exhibition efficiency from many aspects, such as the acquisition of information, the market promotion of products, the improvement of the business level of exhibitors, the promotion of the company's image, the establishment and consolidation of customer relations, etc

2. Real time tracking: during the exhibition, for those buyers who are very concerned about the company's products or have great strength, they should immediately send business leaders to contact them and arrange more in-depth business conversations

3. Follow up: there are three main methods: direct material mailing, telemarketing and door-to-door visits. Enterprises can flexibly and comprehensively use these methods according to the actual situation of different customers, so that the follow-up activities can be carried out smoothly and pave the way for the successful realization of business cooperation

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