Which Guangzhou Exhibition Company is going to?

Those who hold the planning of the exhibition company must look at it and regret it without watching it! What should be paid attention to during the planning of the event?

1. The theme should be easily identified by brand or trademark

In the case of fierce competition in the exhibition planning market, there will always be similar themes and similar themes.

As for the plagiarism of the exhibition, especially in the case that China's intellectual property protection system is still not perfect, this situation should be more concerned. As a group exhibitor, we should be able to look forward to the theme selection, establish brand awareness, foster brand exhibitions, and timely register and protect trademarks.

2, people's feelings about the theme should be value for money, in line with development trends

The exhibition is known as the industry barometer, so it is necessary to track the latest developments of the industry in the exhibition in real time, and adjust the theme of the exhibition through new ways, division, expansion and merger, so that the exhibition always maintains a strong vitality. For example, the auto exhibition held in Zhengzhou in September 2001 was based on the theme of “Green, Wind, and Gone with the Wind”, highlighting the characteristics of environmentally friendly, fashionable and novel auto show, and received very good results. For example, in the 2004 exhibition, the organizers of the Nuremberg Toy Fair put "outdoor products in separate areas" in the comments section of the audience survey. The results show that 53% of professional visitors and buyers are special for the outdoor area. Interested. Therefore, the organizers responded quickly. In the 2005 Expo, outdoor leisure products were listed as independent product exhibition areas, and achieved good results.

3. Establish “barriers” to ensure quality and standards

It is impossible for any group exhibitor to have an advantage in the exhibitions of all industries. Therefore, it is necessary to select a certain target industry, deepen the industry and related industry exhibitions, and establish “barriers” to ensure that they are in these few A necessary means of leading position in industry exhibitions.

4. Carefully plan the theme of the exhibition and establish an “exhibition group”

The trend of segmentation and specialization of modern exhibitions is becoming more and more obvious. A successful exhibition project should expand on its own advantages, explore common grounds in related exhibition themes, and give these exhibitions the same or similar market positioning. The same and similar marketing strategies are used to serve the target markets that are closely related to each other, thus gradually forming an “industrial group”. The exhibition group is not only conducive to continuously enhancing the overall gold content of the exhibition brand, but also helps to reduce the promotion cost.

It will be a prominent feature of the international leading exhibitions to build the exhibition into a comprehensive information platform for industry information exchange and trade cooperation, and to open up the industrial chain. For example, in the German exhibition guide materials, an investor can arrange products and services from the production equipment technology index, the domestic exhibition to the related logistics distribution, enterprise employee training, etc. at the exhibition. It is very difficult to achieve this. The exhibition titled "Mobile Leisure" will be held at the Düsseldorf exhibition company. It will be the annual International Touring Car Show, International Water Sports and Boat Show, European Classic Car and Concept Auto Show, International Hiking and Hiking. The technical equipment exhibitions are integrated to serve the closely related leisure tourism target market.

In contrast, the concept of “series exhibitions” often used in China is relatively simple. It is often just a separate exhibition of different exhibitions in an industry. For example, “Building Materials Series Exhibition” has “Stone Exhibition” and “Roofing Material Exhibition”. "Lighting Exhibition", "Home Hardware Exhibition", etc., lack a broader perspective on the commonalities between exhibitions.

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