Summary And Analysis Of Successful Exhibition Experience

Stones from other hills can be used to attack jade.

Drawing on the successful experience of developed countries, we can improve the marketing of China's exhibition industry.

1, update marketing concept.

Any reform comes from the innovation of ideas.

From the beginning of the twentieth Century to the present, the marketing theory and the technical means have changed greatly. At the same time, the competition of the exhibition market is becoming more and more intense.

Therefore, from the government departments or industry associations to every exhibition enterprise, the Chinese Convention and exhibition industry must set up a new marketing concept.

Specifically, it is mainly manifested in the following three aspects:

(1) on the marketing body

In the past, when the industry mentioned marketing, it was considered that it was only a matter of exhibitors. In fact, the main body of exhibition marketing included government, exhibition enterprises, exhibitors and participants, and even the media.

It is gratifying to note that this backward concept is changing rapidly.

For example, at present, domestic government departments and Exhibition circles have reached a consensus: exhibition cities should also be operated and promoted as a product.

It is obvious that if a city strengthens its ties with ICCA (International Congress and conference Association) and other exhibitions and exhibition organizations, it will surely be able to win more large-scale exhibition activities.

(2) because of the different marketing objects and marketing objectives, marketing objects and priorities should also be changed.

For a very typical example, most of the domestic exhibition companies thought that the focus of the marketing was exhibitors, and now they are gradually inclined to professional spectators or buyers. The renewal of this concept not only reflects the improvement of the management level of Chinese exhibition managers, but also reflects the growing maturity of the exhibition market abroad.

With the further development of China's Convention and exhibition economy, new concepts such as city marketing, brand marketing and one-to-one marketing will be widely recognized and applied in the exhibition industry.

(3) on the marketing method, from the 1894 Leipzig Expo in Germany, the modern exhibition industry has gone through more than 100 spring and autumn years. The marketing methods used are not limited to traditional newspapers, magazines and radio and television. A lot of new technologies have been applied to the exhibition marketing activities, making the marketing competition more colorful.

Among them, the most dazzling is the development of network technology. The Internet has been widely used in mice activities, making customized marketing in exhibition management possible.

In addition, other new marketing methods are constantly emerging, such as direct mail, telephone sales, taxi advertising, subway advertising and so on.

In recent years, with the intensification of competition among exhibitions, domestic exhibition companies have begun to pay more attention to the application of the latest marketing concepts and means while expanding investment and attracting channels.

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2, seek support from relevant organizations.

Looking at the history of the world's exhibition industry, Germany, the United States, France, Singapore and other developed economies have been actively seeking support from international professional organizations. Some countries themselves have global trade associations.

In other words, the recognition and support of a small exhibition enterprise with authority from a large country or city is very important, especially for global exhibitions such as World Expo.

Even for a single enterprise, the conferences or exhibitions held will be more attractive to participants and exhibitors and professional audiences if they can be recognized by international organizations.

From the perspective of exhibition marketing, the relevant organizations generally include the following four types: (1) the relevant government departments.

From the perspective of the economic development process of China's reform and opening up for more than 20 years, any industry can not do without the support of the government at the initial stage of development, and so is the Convention and exhibition industry.

As mentioned in the second section of this chapter, the organizers of a conference or exhibition should and can fully regard the government as an important source of information, such as obtaining information on international buyers through relevant government departments, even organizing important international buyers to the exhibition, or helping to find sales agents in different countries or regions.

For domestic exhibition companies, there are foreign trade and economic cooperation systems, trade promotion committees at various levels, and tourism bureaus.

(2) from the perspective of resources available to the Convention and exhibition enterprises, the various foreign agencies mainly refer to overseas embassies and consulates, foreign liaison offices of various friendly organizations and offices established by other government agencies.

For example, when holding an international tourism fair, the undertaking unit (generally the provincial and municipal tourism bureaus) should cooperate with the Foreign Office of the National Tourism Administration, make full use of its advantages of being familiar with the local social and economic conditions, and choose appropriate channels for attracting and attracting investment.

However, judging from the overall level of domestic exhibition industry, it is far from enough for convention and exhibition enterprises to develop these advantages.

(3) trade associations or associations overseas organizations mainly include two types: international and regional professional associations, such as International Congress and conference Association (ICCA), International Expo Alliance (UFI), International Exhibition Management Association (IAEM) and so on.

The guidance and recommendation of these authoritative organizations will undoubtedly enhance the reputation of the domestic exhibition enterprises and enhance the attractiveness of the exhibition. Secondly, the associations of a certain industry, such as the World Tourism Organization (WTO), the China Textile Industry Association, the China Automobile Industry Association, the China mould association, etc., if these institutions can be recognized, the exhibition organizers can rapidly enhance the credibility of the exhibition besides enjoying the technical support and the resource advantages of the industry.

(4) for international business companies, especially for conferences or exhibitions, the international business companies mainly include powerful management consulting companies, public relations companies, market research companies and marketing consulting companies.

Most of these companies have strong ability to gain market information and have a certain number of specific customer resources, so as to provide strong support for the promotion of conferences or exhibitions or even the whole city.

Therefore, domestic exhibition enterprises should also be familiar with international practices and regulations, and actively adopt market-oriented operation means to give full play to the role of international business companies.

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3, rationalize the industry management system.

The successful practice of many developed countries has proved that smooth industry management system is the basic condition for the healthy development of the MICE industry and the overall promotion.

In the developed countries of Europe and the United States, the government does not directly participate in the organization and management of conferences or exhibitions, but provides the necessary support for the development of MICE industry. In addition to providing preferential policies, investing in venues, and assisting enterprises to go abroad to participate in exhibitions, it also assists and promotes the promotion of conferences and exhibitions by convention and exhibition companies.

Due to the limitations of the industry's long management and pure profit orientation, our government has a lot of obstacles in organizing joint exhibition companies and tourism enterprises to promote joint promotions, let alone take the lead of the professional exhibition management agencies similar to the French professional exhibition promotion committee (PromoSalons).

Therefore, whether it is from the requirements of international conventions or from the angle of specific operation, the author thinks that in the management system, our country should take a forward-looking mode: the establishment of the conference tourism bureau, the incorporation of conference activities into the tourism sector, the establishment of exhibition industry associations in the exhibition industry, and the unified planning, management and promotion of the exhibition.

4, actively promote joint promotions.

The conferences and Exhibitions industry in many countries in the world has achieved great success and enjoys high reputation internationally.

After all, launching joint promotions can not only shape and promote the overall image of the regional exhibition industry, but also effectively organize scattered funds, manpower and material resources to concentrate on promoting the excellent exhibition environment in the region and a number of brand meetings or exhibitions.

In the conference, the relevant government departments should take the lead in promoting the overall marketing of the destination.

Because broad market prospects and good external environment can attract more international conference organizers and company planners, and this needs to be completed by carefully planned destination marketing activities.

Moreover, some international conferences are usually held in a certain country or city, which will make the competition between countries and cities, cities and cities more and more intense.

In the exhibition, we can draw lessons from the successful mode of the French professional exhibition promotion committee (PromoSalons) and set up a nationwide sales promotion union based on the principle of equality and voluntariness and greater investment, so that it is possible to promote joint marketing globally.

Because a single exhibition company, even a strong exhibition group, does not have enough strength to establish its own network of offices in dozens of countries in the world. However, it is possible to form an effective international promotion network from the dozens of exhibitions belonging to different exhibition companies by concentrating their marketing funds together.

What is particularly worth mentioning is that the Convention and Exhibition Department and the tourism industry often cooperate with each other in the overall promotion of exhibition activities, especially in global conferences or world fairs, while the domestic exhibition industry (Industry Association / exhibition company) has done very little in this respect.

In the coming period, the domestic exhibition and tourism circles may wish to make some bold attempts in joint promotion, because there are many commonalities between exhibition activities and tourism activities, which determines that the exhibition department can cooperate with the Ministry of tourism in promoting the overall promotion of the destination.

Even if the exhibition enterprises carry out marketing activities individually, they should combine the conferences and exhibitions with the tourist attractions and tourist reception facilities around the city.

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5, promote marketing technology innovation.

Twenty-first Century is an era of innovation. Everything must accept the baptism of new concepts and new technologies.

The innovation of marketing means is one of the important contents of updating Convention and exhibition marketing concept.

From the perspective of marketing subjects, marketing technology innovation can be divided into two categories, namely, exhibition city level and exhibition enterprise level.

In addition, in view of the close relationship between marketing channel and marketing technology, the author also puts this into account.

For the Convention and exhibition cities, the competent authorities should unite with tourism, urban construction, media and other departments to actively build the means of destination, strengthen cooperation among various industries, and effectively enhance the comprehensive reception capacity of large-scale exhibition activities.

For industry associations or enterprises, we should set up an advanced customer relationship management (CRM) system as soon as possible, improve the market statistics system and customer database, conduct one-to-one marketing for exhibitors or major trade audiences, and interact with exhibitors and professional spectators in an interactive way, in order to improve products and adjust marketing plans in time.

Complementary to marketing technology innovation is to actively develop marketing channels, which is an effective supplement to direct sales exhibitions and a major way to promote new marketing technologies.

Under the condition that the overall strength of domestic exhibition enterprises is relatively weak, expanding marketing channels is a shortcut for development.

For example, the traditional target market and promotion channels for overseas exhibitions are foreign trade import and export companies and the CCPIT system (mainly caused by China's past foreign trade system and the system of examination and approval), and this situation has undergone great changes in recent years.

Although channel promotion still occupies a pivotal position, most of the exhibitors abroad are using direct customer sales as the main means of exhibition.

Moreover, many exhibition organizers have made positive explorations in channel development. For example, the exclusive agency exhibition method launched by China exhibition is worth learning from in the industry.