企业参展需知
刚刚读了一篇文章，一专业人士对企业参展作了一个总括，包括参展前期准备中期待客及后期跟进。其实与本专题下的某些转载有异曲同工之处，不过是老外写的文章，在这儿献上与诸位共享。当是学学英文也不错。4 y, a) \) O' @) |% q
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Groundwork is very important. Trade show participation should be part of an overall sales and marketing of an overall sales and marketing plan. Exhibitors need to be clear on the objectives of each trade show participation. They must decide if their aim is to raise their company profile, reach out to new buyers or consolidate sales from existing buyers.
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" F: O0 b A" D$ Z3 f中国外贸人论坛With the objective firmly in mind, they then need to evaluate which show best suits their needs. Every trade show has its unique strengths and weaknesses. Most importantly, exhibitors will need to determine if the show attracts the correct visitor profile to meet their objectives.
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Cost-benefit analysis is also paramount. Exhibitors need to weigh the budget for trade show participation against their projected returns. They should then be able to do a quick cost-benefit analysis that will help determine whether the participation will reap their targeted results. However, exhibitors need to note that budgets may vary widely depending on factors such as booth size and design/construction, advertisements as well as manpower.
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Once they have decided to participate, exhibitors should negotiate for the best possible booth location.
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) E) [/ S0 y5 a8 g, P9 Q5 Q' iwww.86trader.comAppearance Is Everything/ O0 u- G" l9 T& q
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Exhibitor should decide on the look of their booths and how the merchandise can be optimally displayed. They should be aware of their actual booth space and configuration when deciding on the products they wish to feature. Otherwise, exhibitors may end up bringing too many exhibits, incurring additional shipping and storage costs.中国外贸人论坛) O0 M8 B2 z7 ]- l3 l
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Thereafter, exhibitors should let the target market know of their participation. They should invite existing buyers and work with the organizers to invite new or potential buyers to visit their booths.: l7 r% F7 e# h2 Y& o7 S6 m z4 `
0 r3 e7 i4 w' { Iwww.86trader.comThey can consider taking up advertisements in pre-show newsletters, show directories or on-site 'foot prints' or hanging banners, etc. Ads should carry clear messages that will guide traffic to their booths. For example, it could read 'Come visit us at booth no. 101 to view our exciting new product launch!'
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4 u& L! \5 u; ]7 e, w2 k8 n. l中国外贸人论坛Exhibitors should also consider sponsorship opportunities. Ads and sponsorships can work together to help raise the company profile and allow one to stand out from other competing exhibitors.
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# {9 M4 Z" u& p5 IWhen the show begins, exhibitors need to ensure that price lists, product catalogues, enquiry forms and other sale tools are readily available. Each staff should be assigned specific markets and responsibilities. Business contacts made during the fair should also be systematically filed to facilitate follow-ups. Companies may even consider conducting a survey to gather feedback from visitor.3 y3 ^9 v* _ K. \
5 B$ w7 u* l& a3 ~/ T I, z! L中国外贸人论坛During the course of the fair, exhibitors must continue to find out about other events happening at the show to maximize opportunities which will allow them to network or increase the profile of the company.
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$ g/ y9 P9 j6 `2 S P/ yAfter the show, exhibitors should follow up with every contact made during the fair. They should also get in touch with buyers who have been invited but are unable to visit their booths.
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2 s4 v) M9 v& Z0 O; @2 b2 R2 {When all follow-up work has been completed, a review on the company's participation in the trade fair should be conducted to determine if objectives have been met. Exhibitors must keep an eye out for areas that can be further improved or done more effectively. If objectives are not met, then the exhibitor should decide if there is a better or alternative show to participate in, in the coming year.
