Generally speaking, traditional exhibition marketing methods include the following: increasing advertising efforts to let more people know about the exhibition, strictly controlling costs and lowering the quotations of exhibits, and formulating more competitive marketing mix plans. Of course, these methods can all work for a period of time, but in the long run, there will be various problems. For example, although advertising is useful, the cost budget is relatively high; although the price of exhibits is customized, if the price is arbitrarily changed, it may damage the reputation of the company, and even cause vicious competition at low prices in the entire industry. It is a better marketing method to formulate a more competitive marketing mix plan, because it can formulate different combinations of strategies according to different enterprises, and the flexibility is relatively strong. Here are a few common strategies:
1. Membership
Membership has many advantages, for example, it can stabilize old customers and enhance brand stickiness. After an exhibition, it is easy for enterprises to lose contact with customers, and the membership system provides a bridge for their contact. However, when making a membership system, it should be noted that the enterprise should have a clear market positioning, and cannot lower the access standard and increase the difficulty of member management in order to attract more members. The quality of members is very important. Secondly, enterprises and members should have a relationship of mutual interest, and enterprises should give members some benefits that are different from ordinary customers.
2. Telephone sales
Telemarketing is to expand the exhibition customer base in a planned, organized and efficient manner, improve customer satisfaction, maintain and retain customers through telephone calls. At present, telemarketing is still a very important strategic tool in exhibition marketing. Although its form is relatively traditional, its delivery rate and accuracy rate are high. With the development of the times, it has gradually evolved into a combined marketing form of "telephone + WeChat".
Although telemarketing is simple and efficient, it is also necessary to pay attention to professional training for staff to ensure that they understand certain conversation skills and can respond to customer questions with ease. At the same time, we should pay attention to using other marketing methods to cooperate with telemarketing, such as emails, text messages, etc., the effect is better.
3. Direct mail
The way of direct mail is to mail various materials directly to potential exhibition customers and invite them to participate in the exhibition activities. Although the cost of this method is relatively low, the response rate is also relatively low. With the development of the web, it gradually evolved into email.
4. Advertising
Advertising is an extremely important method of exhibition marketing. It has a wide coverage, but the disadvantage is that the cost is relatively high. Therefore, it is necessary to reasonably arrange advertising channels. Generally speaking, advertising can be divided into two categories: mass media advertising and professional media advertising. Mass media advertising generally refers to: television, newspapers, radio, etc., which have a wider audience; professional media advertising refers to professional websites, newspapers, magazines and other media in the industry where the exhibition project theme is located, and these media gather people with similar interests and hobbies. , so this kind of advertising is more targeted and more effective.
5. Promotion of the event
The method of event publicity refers to the use of public relations marketing activities such as press conferences, core user receptions, promotion meetings, celebrations and other public relations marketing activities to market exhibition projects. When planning activities and publicity, we should pay attention to creating news value points, so as to become the topic of media communication and achieve the role of publicity. For example, it is possible to innovate the event process. Take the sign-in at the press conference as an example. If you abandon the traditional paper check-in and use a large-screen interactive check-in, the guests can scan the code and enter the information to complete the check-in, which not only greatly improves the check-in efficiency , It is also very creative and technological, and the topic is also relatively high.
6. Internet Marketing
With the development of the Internet, network marketing has become more and more popular. Exhibition network marketing is based on the integrated marketing mix of exhibition enterprise marketing, using Internet information technology to release information more quickly, such as search engine rankings, web advertising, new media promotion, etc. This marketing method spreads quickly, covers a wide range, and has relatively low cost and high cost performance.
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