Organizing a complete exhibition planning requires these four aspects! The exhibition company is a comprehensive project, and its content is multi-faceted. Generally speaking, the contents of the exhibition planning include: survey and analysis of the exhibition, exhibition Decision-making and planning, operation and implementation of exhibitions, evaluation and measurement of exhibition effects.
(1) Investigation and analysis of exhibitions
The market research of the exhibition is an important basis for the selection of the exhibition. Under normal circumstances, market research should investigate the market based on the characteristics of the local and regional economic structure, industrial structure, geographical location, traffic conditions and exhibition facilities. The main contents of the market survey include the survey of the exhibition environment, the survey of the exhibition company, the investigation of the exhibition project, the investigation of the competition in the exhibition market, and the investigation of the visitors and support units. Only by fully understanding the market potential, market restrictions and market dynamics, can we plan in a targeted manner.
(II) Decisions and plans for the exhibition
Making a convention decision is a decision-making process and should have a certain decision-making strategy. The factors affecting the decision-making of the exhibition include marketing needs, market conditions, marketing methods, internal conditions, etc. The decision-making and planning of the exhibition should start with the elements of analysis and decision-making, determine the basic goals, collective goals and management objectives of the exhibition, and then decide the strategic arrangement of the exhibition. Market arrangement, mode arrangement, etc.
(III) Operation and implementation of the exhibition
The operation and implementation of the exhibition is the central part of the exhibition, and it is also the focus of the exhibition planning. This stage includes the advertising and publicity work, the organization of the exhibition and investment promotion work, the exhibition design work, and the exhibition-related event planning and other specific arrangements for the exhibition work plan.
(1) The main methods of exhibition promotion include media advertisements (professional media, mass media, conference seminars, etc.) and outdoor advertisements (posters, light boxes, billboards, bunting, etc.).
(2) In the preparation stage of the exhibition, it is necessary to establish a list of potential customers, design and issue the exhibition specifications, and familiarize with the intellectual property issues in the exhibition.
(3) The steps for the planning of the exhibition are generally as follows: First, according to the actual needs, the work will be divided into several categories: recruitment and exhibition group, design and construction, exhibit transportation, publicity and liaison, administrative logistics, booth work, follow-up work, etc. Specific items are listed in detail under various categories; third, to understand the relationship between work; fourth, to regularly check the progress and quality of work, to find and solve problems in a timely manner.
(IV) Evaluation and measurement of the effect of the exhibition
Planning, implementation, and evaluation are the three steps of modern management. The evaluation and measurement of the effect of the exhibition is an indispensable task to fully verify the implementation of the exhibition. After the completion of the entire exhibition planning and implementation work, the exhibition personnel should conduct assessments in time, sum up experience, find problems, and write a summary report of evaluation and measurement work, and prepare historical references for future exhibition work.
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