The hottest 2017 corrugation exhibition is coming.

2022-08-01
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2017 corrugating exhibition is coming, how packaging enterprises do a good job in participating in the exhibition

release date: Source: China packaging and printing industry editor: Arnold browse times: 1671 copyright and disclaimer

core tip: participating in the exhibition has always been a Kangzhuang avenue of "products hitting the market and enterprises exploring the market". Domestically, the whole printing and packaging industry has more than 100 large and small exhibitions in a year, which is a good opportunity for enterprises engaged in the printing and packaging industry to promote their own products

[China Packaging News] participating in the exhibition has always been a broad road for "products to hit the market and enterprises to explore the market". Domestically, the whole printing and packaging industry has more than 100 large and small exhibitions in a year, which is a good opportunity for enterprises engaged in the printing and packaging industry to promote their own products. But when it comes to specific exhibitions, many people will say, "choose an exhibition, set up a booth, and put several stacks of materials waiting for distribution and signing." Anyone who has participated in the exhibition should have such a feeling that even in the same exhibition, the sales effects of the same kind of products vary greatly. What are the reasons for this phenomenon? In addition to product quality competition, how can we fight the smoke of gunpowder at the exhibition? Next, let's talk with you about the means to fight outside the product - exhibition publicity

before the exhibition: an appropriate marketing plan

as a traditional industrial project, printing and packaging naturally needs a variety of modern "sharp tools" to equip themselves and improve their core competitiveness. Industrial exhibitions are one of many sharp tools. Smart businesses will certainly not miss this good opportunity to promote the exhibition. To participate in the exhibition, they first need to formulate a marketing plan related to the exhibition

for exhibitors, such a marketing plan generally includes the following contents: (1) select the exhibition that conforms to their own market positioning. To put it simply, a market should at least be divided into three categories: top, middle and bottom. If you participate in the wrong market, you will either lower your status or be dwarfed by it. No matter which market you participate in, you will not achieve the desired effect in the end. (2) As an exhibition activity of an enterprise, you should decide your purpose at the beginning. Whether it is for export, domestic sales, groups or retail investors will directly determine the publicity strategy you will adopt next, and whether it will stand out in just a few days of the exhibition, which is a very important link. (3) All staff dispatched to participate in the exhibition shall have a clear division of labor. The situation at the exhibition site is complex and changeable. Only by making a detailed division of labor in advance can we be orderly when customers are busy. (4) Make an appointment with the customer in advance. For the upcoming exhibition, you can first contact the customers who are interested in it before, and introduce the product information to the customers in more detail during the exhibition

exhibition economy is a new economic form in recent years. The preparation for the printing and packaging industry before the exhibition also directly affects a series of publicity effects on the exhibition site

during the exhibition: play a good role in the main battlefield of exhibition publicity

(1) do a good job in the publicity materials of enterprises

if the exhibition is regarded as a war without gunpowder smoke, the first thing to do is to package and publicize their own products and enterprises. No matter how many tricks are used in the business war, a thin introduction is still essential, which is always the fundamental means for customers to understand the enterprise

although this is an essential condition, it is not enough for many enterprises to pay attention to high profits. This information is often as loud as thunder, but it is meaningless, empty and unconvincing. You can get various enterprise profiles and promotional materials in your hands as soon as you stroll around the exhibition. However, when we watch carefully, the following words can be found everywhere:

"the company is a comprehensive company integrating R & D, production, sales and service", "the machines we produce are of high quality and superior performance", "product quality first, after-sales service first, and forever become the first in China" "Long term and effective adherence to scientific and technological innovation and management innovation", etc

if you were a customer, would you be moved by these empty and identical words? The greatest harm of these descriptions is not that they are "useless", but that they will drown the real advantages of the enterprise. For those who say "quality is reliable", it is better to write "every printing machine can meet the working requirements in deserts, plateaus, snowplains and other places"; To say "low price", it is better to write "the average price of the product is lower than 20% of the market price", etc. How many buyers are attracted to Watsons' small supermarket by the words "the lowest price in the country and academician Xigao set up an academician workstation and paid double for the purchase"? Maybe no one really calculates whether you are the lowest price in the country, but the impression of "affordable" is that there are 3 sets of fixed fixtures left. At present, "if you want to print, I want to print" has also become a mantra of many people. No matter whether you have a printing demand or not, once you or your friends have this demand, you will immediately think that I want to print this professional printing platform

(2) publicity of main products

at the exhibition, there is one publicity means that can be called "beautiful killer", that is, product release show. In the crowded exhibition, laser, magic color, strong light, sound, and lots of handsome men and women walking on the high platform. In this atmosphere, no matter what enterprises want to show, they can become the focus. However, this kind of publicity means can be encountered at large-scale printing and packaging machinery exhibitions. In addition, if you can choose appropriate music to play according to the characteristics of your own products, you can stand out from the crowd in the noisy exhibition environment, which will undoubtedly make your exhibition grow "a pair of invisible wings"

generally speaking, printing and packaging enterprises participate in various exhibitions to do more market publicity for their products. No matter how large-scale exhibitions they participate in, they cannot lack the publicity of their main products. In addition to the product release show, this kind of publicity also has more display methods, such as on-site operation of machines, use of machines for proofing, etc. What impressed me most was the booth publicity of Qin Hua in Xi'an last year. Taking advantage of the unique cultural characteristics of Xi'an, Shaanxi, the imitated Terra Cotta Warriors of the first emperor of Qin Dynasty were also moved to the exhibition site, attracting the attention of many foreign friends

(3) cooperation with industry media

generally speaking, the publicity of the exhibition will not last more than a week, but the number of visitors is 100000. Generally, in order to expand the influence of the exhibition, the organizers of the exhibition will invite some industry media to participate. It is the dream of all enterprises to rely on the media to expand their influence during the exhibition. However, not all bosses who are good at R & D and sales know how to deal with the media, especially when there is more than one media in the industry, it is more difficult to judge

in fact, there are many ways for enterprises to cooperate with the media, but there is only one principle: to make the media interested. Enterprises spend money to publish enterprise articles in the media, which are called soft articles, but in fact they are advertisements. However, if the enterprise's publicity at the exhibition is very distinctive, its products are very advantageous, and it has released some new processes and new awards, it will become a "point" in its eyes. So once you have these things, you must show them, and you don't have to be stingy with words such as "lead, open up, initiate and come out"

at the exhibition site, enterprises should not be shy to ask if they encounter industry media who come to visit them. Taking the initiative can create more opportunities for themselves

(4) unique advertising language

a customer walks past the booth and stays at the booth for only 3 seconds. What can he see in 3 seconds? I can hardly remember more than two sentences, so in the battle of advertising language, we should first grasp the word "Jing". Many enterprises have pasted numerous introductions on the wall, and always think that this effect is also good. In fact, it is enough to write an advertising slogan to attract customers. The rest is the detailed explanation from person to person

in addition, like corporate copywriting, today, with the information bombing, creative but meaningless advertising has lost its original "amazing" charm, and more people have begun to pursue the "straight to the point" effect. Especially in this era when the economic environment is not very good, advertising has also entered a pragmatic stage, which is particularly important for the publicity of small and medium-sized enterprises

(5) informed that the senior salesman of the industry

martial arts star Donnie Yen once said, "in close combat, fist is the most direct, effective and reliable weapon for torque detector." For the exhibition, if you are fighting with many enterprises in the industry at the same time, the salesperson is the fist

if you fight the enemy with your fist, courage comes first. When everything is ready, the fist is the only east wind. If you don't hold your fist tightly, you will inevitably fall short

therefore, the salesperson must have a positive attitude, but the awareness of the enterprise in this regard is also very clear. Generally, the salespersons sent by exhibitors are carefully selected

after the exhibition: make a summary of the exhibition in time

during the exhibition, it is necessary to summarize how the activities are carried out, how the information is collected, how the results are achieved, what has been achieved, what has not been achieved, and whether the expected results have been achieved. In addition to the summary of the day, a summary should also be made at the end of the whole activity. If necessary, demonstration and evaluation shall be conducted. Scientific evaluation is more conducive to the next exhibition. These evaluations must be quantitative, scientific and accurate

in short, for any enterprise participating in the exhibition, they all want to achieve the best publicity effect and create greater benefits; Especially in large international exhibitions. At the same time, participation is also a scientific marketing activity, during which there are many skills. If it is done well, it can really get twice the result with half the effort and achieve the expected purpose of enterprise publicity

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