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In the context of the new economic era, combined with the current special period, how to seize the new opportunities of exhibition marketing?
1. Diversified exhibition marketing modes in the new economic era
  • In the era of digital economy, exhibition marketing is mainly divided into three types:
  • · Offline mode, traditional offline exhibition centered on enterprises
  • · Offline and online combined mode (O2O)
    • · Pure online mode
*The first three modes require companies to send people to the exhibition site to acquire customers
1 Offline mode-traditional offline exhibition centered on enterprises
Before the exhibition
-Choose an exhibition and book a booth
-Choose the main products for exhibition
-Identify exhibitors
-Research exhibition industry information
-Investigate peer exhibit information
-Preparing exhibition boards, promotional materials/interactive small gifts
-Preparation of product samples and molds
-Book a flight ticket hotel and learn about local culture and customs
-Send Emaio to existing customer resources
-Invite customers to the exhibition
Before the exhibition
-Recommend products to new customers,
Display of enterprise products and advantages
-One-to-one communication with key customers
-Visit regular customers on the spot
Maintaining customer relations
-Collect visiting business cards
And corporate information, etc.


Before the exhibition
-Collect and collect customer information, file
To CRM system
-Communicate with customers through Emal and establish
contact
-Implement new business requirements of old customers
-Follow up high-intention customers, deal with inquiry reply



Why can online marketing help improve the effectiveness of exhibition marketing? Here we can split into two problems.
1) What are the challenges facing offline exhibitions?
tiaozhan1
Cannot be reached before the show
New customers, during the exhibition
Short contact can't let customers
Households are deeply interested in exhibiting companies
Engrave.
tiaozhan2
Cannot be reached before the show
New customers, during the exhibition
Short contact can't let customers
Households are deeply interested in exhibiting companies
Engrave.
tiaozhan3
Cannot be reached before the show
New customers, during the exhibition
Short contact can't let customers
Households are deeply interested in exhibiting companies
Engrave.
  • · Unable to reach new customers before the exhibition, short-term contact during the exhibition, customers cannot be deeply impressed by exhibitors;
  • · During the exhibition, peer competition is fierce, and it is difficult for exhibiting companies to stand out and win customer attention;
  • · Communicate with customers after the exhibition. There is no effective way to continuously communicate and interact with customers, and ROI is difficult to measure.
2) What opportunities can we see behind the data?
BAUMA is the world's largest and most professional construction, mining and construction machinery exhibition
Held every three years, the time is in early April.
Before and after the exhibition, the period of time that customers pay close attention to brings the customer's attention to the entrance of the exhibitor's information. Based on the facts, online marketing can be carried out at a specific time period
CES case
The US Consumer Electronics Show CES is an international exhibition with large scale, large influence and many exhibitors
Held once a year, in early January
Before and after the exhibition, you can also see a similar pattern, bringing customers over at the micro moments of the exhibition.

We take the data from the 2019 Consumer Electronics Show as an example. The annual consumption of the Consumer Electronics Show exceeds 170,000, the number of participating companies exceeds 4,500, and the number of speakers exceeds 1000+. It is a global influential exhibition.

Through Google Trends, we can see that in January of each year, the online attention of the exhibition is very high, especially during the period before and after the exhibition.

Based on this fact, before the exhibition and during the exhibition, we should take advantage of the phenomenon that customers pay close attention to the exhibition, pull potential customers into your customer list, and let the company and customers have a good continuous communication in advance .

2 Offline and online combined mode (O2O

There are two modes of O2O exhibition:

One is an O2O exhibition centered on the organizer of the exhibition

The second is the O2O exhibition centered on the enterprise

O2O exhibition refers to the large-scale exposure based on the traditional model and the Internet. Online advertising covers 3-5 days before the start of the exhibition and 15 days after the end of the exhibition.

Let the enterprise exposure go from online to offline exhibition, and then return to online for continuous communication with customers.

With the organizer as the center, for example, the Canton Fair guides overseas customers to the exhibition.
① O2O exhibition marketing user path
Online ①②——Offline ③——Online is ④⑤⑥——Offline ⑦⑧

The entire user path:

  • · Customers search the exhibition information online and enter the website of the enterprise exhibition——①②
  • · Communicate at the company booth during the exhibition-③
  • · After the exhibition, online access to corporate information again, and continuous interaction-④ ⑤ ⑥
  • · Finally, the process of signing and delivering to offline is completed, we define it as the marketing path of O2O exhibition ⑦⑧
② How to prepare enterprises for O2O exhibition marketing
Selected exhibitions. The preparation of the exhibition refers to the previous talk
Build a website for business
Single-page website supporting exhibition marketing (specially designed for different exhibitions)
Build a marketing website (more general introduction of companies/products/services/technology)
Formulate special online marketing budget and do online marketing layout

The core question: When high-potential customers search for information on the Internet/browse websites/receive emails/watch videos, do they have a chance to see your products?
Corporate-centric online and offline exhibition marketing (O2O)
Industry market opportunities?
Target countries and customers?
Cross-device support
Website performance evaluation
Marketing budget setting
Marketing product selection
Marketing effectiveness evaluation
Implementation of optimization recommendations
Step 1: Analysis of exhibition opportunities

How to analyze an exhibition can be analyzed in terms of exhibition scale, exhibition influence, and analysis of exhibitors.

*Exhibition influence-can be analyzed with the help of Google Trends (exhibition + time / + product word)

*Analysis of Exhibitors——Analysis of enterprises to competitiveness by using tools

[The tool can not only see the effect of a specific exhibition, but also support the comparison of the effect between different exhibitions in a specific country. You can choose several exhibitions of interest and put them in this tool at the same time. It will tell you which one in a year. The relative attention of the exhibition is high, and which exhibition is relatively low. 】
Step 2: Single-page website construction

The difference between exhibition marketing websites and standard online marketing websites:

1. The standard online marketing website assumes that the customer has reached the website and markets the product. The core content presented on the website is the company's advantage, product advantage, service advantage or after-sales support advantage;

2. The purpose of the exhibition marketing website is to guide customers to the offline booth of the enterprise through this website and guide the establishment of communication.

Ways to take action to attract customers to the exhibition:
  • The benefits of free admission tickets are suitable for customers who want to follow your business online.
  • Provide an appointment to receive samples of the enterprise. If the product is more expensive, you can provide molds to attract high-potential customers.
  • Gift collection appointment, encourage registration, use electronic vouchers to collect gifts at the booth.
Showcase the company's core products and advantages:
Industry advantage, regional advantage, excellent case
  • Highlight the company's position in the industry or senior experience in participating in the exhibition
  • Qualification certification of enterprises capable of conducting business abroad
  • Successful customer endorsement
In addition, you can set up a one-to-one online reservation at the end, so that interested users can leave contact information, product information they care about, and then let sales interact with customers based on the information received.

Step 3: Exhibition marketing solutions

  • 30 days before the exhibition: the largest online exposure

Before the exhibition starts, we can let potential customers know your company's information before they arrive at the exhibition. The Google Display Alliance has 2 million high-quality websites worldwide, which can cover more than 90% of the global Internet users, and can help you reach your potential customers on a large scale.

  • 3-5 days in the exhibition: continuous online exposure, offline interest
When large-scale online exposure comes into play, customers come to the exhibition's single-page website to understand the advantages of the enterprise through the website information and arrive at the enterprise's booth during the exhibition. As for the operation of the exhibition, I believe everyone has experience.
  • 14 days after the exhibition, online customers are reached repeatedly
After customers participate in the exhibition, they will continue to search for information on the Internet. If you can continue to do online marketing, you can interact with customers again. We call this product remarketing.
Request a foreign trade online exhibition marketing solution, tailored for your business!
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