How to get the expected benefits

In the face of the exhibition invite enterprises to come in a throng, whether to participate in the exhibition, the exhibition which can bring benefits, how to make full use of exhibition communication enterprise information, and how strong opponents with competitive exhibition and a series of problems are confused, how to really make this to play the role of the problem involves the exhibition.
      good planning
 
      planning of exhibition marketing, enterprises generally exist two different views and practice: some enterprises, including some well-known domestic large enterprises, is still not out of marketing management extensive, often rush to fight, the exhibition marketing work is lack of pertinence, organizing and planning is still in the imitation stage, lack of depth research and innovation of their own brand of unique style, unique selling proposition etc..
 
      another kind of enterprise is to participate in the exhibition earlier in the time before the development of strict and even harsh exhibition marketing plan to guide their work. But in most cases, the actual situation, the trend of consumer demand, social work and planned the exhibition line, therefore, the exhibition effect will be greatly discounted, the exhibition marketing no reason to play its due role, mainly in the following aspects:
 
      first, the lack of scientific and effective marketing planning. In the face of numerous exhibitions, failed to choose which timely, moderate and corporate marketing plan to match the exhibition, blind exhibitors.
 
      secondly, the lack of strategic planning, only the exhibition marketing work as a transactional work, in order to participate in the exhibition and exhibition. What is the ultimate purpose of the exhibition? Who will spread information on the exhibition? How to attract the target audience? How to make a winning opponent? None of these questions have been thoroughly considered.
 
      third, in the process of event planning organization, the lack of good communication between the enterprise internal management decision-making and execution layer of the enterprise and the outsourcing unit, resulting in their organization, planning of the exhibition there is a deviation on understanding. For example, companies want to promote the product, brand culture and the style of the booth set up, the way the activities of the organization out of touch.
 
      at the same time, in the formulation of the budget at the same time overestimated the return of the exhibition effect, resulting in the proportion of investment and output is not coordinated. Recently, there has been a tendency in the domestic exhibition — — booth building, the activities of the organization blindly seeking big, seeking luxury, while ignoring the performance of the exhibition itself.
 
      exhibition promotion to the right path of
 
      in the exhibition marketing work done more excellent enterprises, there are some commonalities exist: the first step is according to the development plan and marketing objectives of the company, to the advantage of the enterprise resources (products, information, technology, service) analysis or the demand, then pour out on the timely exhibition promotion finally, from the planning point of view how to game resources.
 
      secondly, the organization of the exhibition plan should be flexible, including the thinking of the future changes and competition, the necessary feedback and adjustment mechanism.

 
      finally, the exhibition organization and exhibition planning should have strict process and division of responsibilities, and there is a person in charge of the project, emphasizing the coordination of the enterprise, the enterprise and the coordination of units. Often hear some business owners complained: I think so, but outside company to booth and my scheme but with the brand and product line, and change the solution is due to the time and become impossible, let business owners feel depressed. Part of the enterprise internal organization is very loose, so that the information collected on the exhibition is not collected, the promotion is not done.
 
      in general, the exhibition marketing is a complex project, must be careful on the plan and promotion mode, surprise, the scientific division of labor, strict execution, in order to show the true role of marketing.