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Analysis On Integrated Marketing Of MICE Industry

2014/3/26 15:33:00 38

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Exhibition Industry Integration Marketing

according to authoritative department statistics, the impetus of the exhibition industry to the economy is 1:10. That is to say, when the conference and Exhibition revenue is 1, the whole city's economy has increased by 10. Therefore, a big city is building its own Convention and exhibition economy, competing to become a first-line Exhibition City, attracting more investors' attention.

as a first-line Exhibition City, there must be several conditions. First of all, it must be the core of regional production and sales, which has a decisive advantage, or a place for businesses to compete, such as Beijing. Secondly, it must have strong international information radiation power, in other words, cities with global information effects, such as Shanghai; thirdly, it has very active economic factors, strong economic strength, such as Guangzhou and Shenzhen; finally, it is a city with special regional significance, such as the degree of development in the western region, and the revitalization of Shenyang and other cities in the northeast old industrial base.

excluding several typical first tier cities, most of the provincial capital cities are regarded as second tier cities, and the cities in which the author is located are also second-class mice cities.

For many years since the exhibition, we have summed up the marketing experience of some mice and shared with colleagues.

1, topic:

as a viable exhibition, the theme must match the industry foundation of the city.

Through the exhibition to promote the further development of the industry, and the strong foundation of the industry is the strong backing of the theme exhibition.

It is hard to imagine that holding a heavy industry exhibition in a city dominated by light industry, even if it has been completed, will be greatly reduced in scale and vitality, and even there will be no continuity;

now many cities are competing to become Regional Convention and exhibition center cities. A phenomenon is coming which will be fashionable or successful.

For example, Dalian a href= "http://www.91se91.com/" target= "_blank" > clothing "/a" festival planning is very successful. Now there are ten clothing festivals every year in the whole country. The result is that there is no brand exhibition besides Dalian dress Festival. Many parts of the clothing festival has been held for a year, and it can not be completed. It is difficult to form a brand exhibition like Dalian Fashion Festival.

therefore, setting up an item is an important link. We need to consider not only the matching of the city and the development of this industry, but also the status of the similar exhibitions, the intentions of the participating exhibitors, and the marketing methods that are different.

It can be said that a good topic is the absolute foundation for the success of the exhibition, and even the selection of the title is half the success of the exhibition.

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two, organizational structure:

under the current system of our country, it is very necessary to have an authoritative organizational structure for the exhibition. This is not only reflected in the exhibition, but also very important for administrative examination and approval, publicity and cooperation.

when I organized the Jiangsu wine exhibition, I established a more reasonable organization through various efforts.

Specially invited the "China liquor business association" as the guidance unit, the provincial and municipal governments at two levels as the supporting units, and the host unit is the provincial economic and Trade Commission.

In this way, the exhibition approvals are easy to get. When it comes to the examination and approval of industry and commerce, it is even easier. Especially when holding news conferences and publicity in the later stage, it is very well known that many provinces and cities have participated in the provincial and municipal governments. The reports are very timely and very detailed, which greatly promoted the propaganda work.

For exhibitors, this exhibition is very authoritative. Even at the opening ceremony, you can take a group photo with the governor and visit your booth together. This is an excellent publicity opportunity in itself, so the exhibition work has gone smoothly.

but there is one thing that can not be organized in a random way, because once the main leaders of the organizer can not attend the meeting or the leadership's heavyweight is not enough, not only the media will have negative reports, but the exhibitors will be disappointed and have a great negative impact on the continuity of the exhibition and even disputes.

remember when I went to Shanghai to attend an industry forum at the beginning of the year. In the invitation letter, it was clear that a certain ministerial leader came to the meeting in person and delivered a speech.

I feel this is an opportunity to rush to attend the meeting, but it is surprising that the moderator just read out the congratulatory telegram sent by the ministerial level cadres, and several other industry experts did not attend the meeting. They just sent each participant a latest research and literature material which was said to be the absent experts, which made the participants very angry.

Maybe such a meeting is not going to continue, even if next year I will not go again.

so now the exhibition industry is always advocating good faith exhibition. Indeed, it can not be overshadowed by several non-standard meetings. After all, the exhibition industry is in the ascendant and is one of the few sunrise industries.

three, selling point planning:

the success of every exhibition is inseparable from the planning and execution of the selling points, especially the exhibition of the second tier exhibition cities.

modern exhibition is no longer the period of collecting money in 80s as long as a project is established. The development of the industry promotes the intensification of competition. With competition, it is necessary for the organizers to have differentiated marketing ideas and develop the selling point that is enough to attract exhibitors' eyeballs.

a common phenomenon now is that most of the exhibitions at the same time hold a conference on the same subject, inviting some so-called experts and scholars to make speeches on the spot to attract exhibitors to participate in the exhibition and attend free meetings.

The first person to use this way to organize exhibitions is very smart, but later follow up blindly.

P, such as the auto industry exhibition, must be held at the same time as an auto industry forum. If it is necessary, how many exhibitors will listen to ordinary and no ordinary forum? How many professional audiences will listen to the forum with no doubt about them? After all, the auto show is an exhibition directly facing the masses, and its professional audience is the general public. They do not have to participate in any forums. They will not pay attention to the development of the industry. They are only concerned about the drop in the price of cars. What kind of cars are cheaper and cheaper, and they can not organize a large number of exhibitors to participate in the forum.

but some of the exhibition's supporting forums are quite good, such as the Franchise Exhibition. Many entrepreneurs need an opportunity to receive expert guidance. Exhibitors are also happy to use this opportunity to convey their products, ideas and preferential policies. This forum is good for both parties.

, so the development of selling points is based on different kinds of exhibitions.

Through the detailed analysis of the exhibition host and guest, the marketing ideas are worked out.

1, what is the objective of the exhibition, and what is the purpose of their participation? What kind of channels do they hope to achieve their participation?

2, effective analysis of which people or groups the professional audience of the exhibition is, what they want to get through the exhibition, whether they get industry information or seek cooperation directly, what group characteristics they have, and what information or suggestions they are good at accepting.

3. What are the advantages and limitations of their own resources, how to make up for them and how to make good use of each other's advantages and disadvantages.

4, reasonable analysis of industry characteristics, industry development stage and the advantages and disadvantages exposed.

5, objectively analyze the achievements and shortcomings of the similar exhibitions held in the country, understand the success points and failure points, and make use of their advantages to make up for them.

What are the environmental disadvantages of P > 6 and the cities where the exhibition is located and how to avoid them.

after these analyses, the selling point of the exhibition will be worked out to make up for the shortage of the past exhibitions and to make the selling point planning for the dissimilation of business trips, so that the possibility of success of the exhibition will be relatively large, so it will be easier to form a brand exhibition.

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four, integrated propaganda:

The propaganda work of the P exhibition is very important. For the second tier exhibition cities, organizing an exhibition has unexpected difficulties. When the city's information radiation is not enough, active publicity is particularly important.

because of the rapid development of the National Convention and exhibition industry, there will be many exhibitions with the same or similar themes at the same time. How can they attract more exhibitors' eyeballs and make their exhibitions distinctive?

why is integration propaganda? In fact, the propaganda way of past exhibitions is very simple, that is, sending invitations and publishing a certain number of advertisements in newspapers and magazines. There is no integration at all. With the intensification of competition, more and more exhibition organizers began to pay attention to the integration of propaganda strategy and the various propaganda methods to maximize the publicity effect. The characteristics are as follows:

1, strengthen traditional publicity channels, such as newspapers and magazines advertising, and a large number of news soft articles published; the production of TV advertising clips; a large number of invitations sent.

2, the development of outdoor three-dimensional publicity channels, including outdoor billboards, road signs and other media advertising; bus body advertising, so that the rate of advertising has greatly increased.

3, Internet publicity.

With the popularity of the Internet, many organizers of the exhibition also began to pay attention to Internet publicity. The air conditioning exhibition of Jiangsu participated in the design of its own exhibition website, and links with professional websites or portal websites. Sending invitation letters by e-mail is convenient and quick, and saves time and effort.

In particular, many professional websites need these information, which has contributed to the close cooperation between exhibition and network.

4, exhibition publicity.

It mainly communicated with a href= "http://www.91se91.com/news/index_z.asp" and exhibitors < /a > before the exhibition to other similar exhibitions. When I participated in organizing the Nanjing international automobile exhibition, I visited with other colleagues the similar exhibitions such as the Western Auto Show and Suzhou auto show. I also communicated with exhibitors at the scene and invited them to participate in the Nanjing motor show.

5, cooperative propaganda mode.

With the joint publicity of related media, the author opened a new mode of mutual promotion with the famous brand times of Jiangsu when organizing the Beijing wine exhibition, namely, the information provided by the Organizing Committee and the customer resources. The newspaper published the special edition of the sugar and wine, which specially reported the progress of the exhibition and became a more successful new publicity mode.

of course, there are so many ways to publicize the exhibition. There is no one to repeat here. It is only necessary to formulate propaganda strategies according to the characteristics of their own exhibitions, otherwise, wasting resources is not worth it.

five, service:

many exhibitions are like this. Once they have been launched, exhibitors have also paid the exhibitors' fees, and the service is much worse.

In fact, as a successful brand exhibition, service is particularly important. For example, communication with the exhibition hall often requires direct communication from the organizer. Once the sponsor's service is not in place, the information asymmetry between exhibitors and exhibition halls will be more frequent, and it will cause disputes. This will have a great impact on the reputation of the exhibition. Although the organizers can not satisfy every exhibitor, at least the basic services need to be done.

now many exhibitions are independent exhibition companies. The exhibition must be rented by professional exhibition hall, so the service is divided into two parts: organizers and exhibition galleries.

This is the case. It is difficult for the three party to achieve perfect communication. Therefore, the organizers should pay more attention to the service work of the exhibition, so that exhibitors can have a good mood and a good exhibition environment to achieve the goal of exhibiting. This is very important for the continuity of the exhibition.

In particular, the exhibition industry itself is a service industry.

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six, follow up service:

according to normal, follow-up services should also be regarded as services. It should be explained in the last article, but I think the follow-up service of exhibition is very important and must be independent to reflect the importance and irreplaceable nature.

in the foregoing, I often mention a word "brand exhibition". Now our country's exhibition industry is very short of brand exhibition, which is truly called the brand exhibition, so the "Canton Fair", "Harbin Fair", "high tech fair" and so on. For the sake of the internationalization development of our Congress industry, in order to better bring the exhibition industry to the economic pull, we must cultivate a number of brand exhibitions, so as to shorten the gap with developed countries such as Japan and Germany.

And one of the links needed to create a brand exhibition is follow-up services.

I had participated in the Jiangsu wine exhibition. After the end of the "a href=" "http://www.91se91.com/news/index_z.asp" exhibition < /a >, I was responsible for collecting all the collected information, forum information, exhibitors' information and so on. It was recorded into CD-ROM, sent to exhibitors, or sent to the exhibitors through e-mail and fax, so that it might have been omitted during the exhibition, but can be made up through our work to make the exhibitors very satisfied.

It may be a bit of a tedious job, but the help for the next exhibition will be invisible.

now many exhibitions do not pay much attention to follow-up services. I believe that successful exhibitions are not only large numbers of exhibitors and large number of professional audiences, but also good service systems, especially those which are often neglected.

a successful exhibition has many inseparable links. The details are not written by the pen, and many aspects can be indescribable. I hope my experience can play a role in attracting a brick to attract jade, and I hope I can improve my ability in communication with peers.