Compared with the international exhibitions before the epidemic, the current exhibition is no longer a problem of not going to the exhibition, but how the enterprise can effectively transmit the information of the exhibition to the target audience and potential audience before, during and after the exhibition. . This is what every company that decides to participate in must think about. Similarly, due to the impact of the epidemic, the restarted exhibitions at this stage are no longer just for communication and expansion, but more of an opportunity to understand the current situation of the industry and the future development of the industry.
The characteristic of traditional industry exhibitions is that it is a B2B model, that is, the exhibitors are enterprises, and most of the visitors who visit are also the relevant persons in charge of the enterprises. It is a business model between enterprises and enterprises. Usually, there are more than 200 exhibitors at international industry exhibitions, from different countries and regions around the world. If overseas exhibitors consider directly negotiating business cooperation with corporate buyers face-to-face during the exhibition, it is certain that the number of effective orders will not be more than expected. The reason is that the number of clients who can receive inquiries during the limited exhibition period is limited.
Faced with the fact that participating in an international industry exhibition costs hundreds of thousands of dollars, how can exhibitors effectively spread the information of the exhibition within the limited exhibition period, so as to obtain more target customers? Yes, it is still a three-piece set of exhibition communication: pre-show warm-up, exhibition highlights, and post-show summary. This is an old topic, but it is a new topic. Exhibitors need to pay attention to how to change the content and channel combination, improve the execution efficiency, and promote the transaction of more effective orders.
Recently, A-Kraft, A well-known enterprise from Taiwan Province, participated in the 2022 Cologne Hardware Fair, Germany, which returned after four years. It fully demonstrated that the good operation of the exhibition communication three-piece set can play an important value for the whole exhibition communication and improve product sales.
Pre-exhibition warm-up stage: Two months before the exhibition, A-Kraft issued several press releases announcing the exhibition on well-known media in major European countries through the overseas distribution channel of Goopress Newswire. The press release introduced the new products in the exhibition from many angles, and also introduced the location of its exhibition hall. The press release included contact information for business negotiations. Three days before the opening of the exhibition, according to the statistics of A-Kraft feedback, more than 70 buyers will go to the exhibition hall of A-Kraft to complete face-to-face cooperation negotiations with them during the exhibition.
A-kraft took the new products as the attraction point, and at the same time published A number of articles on the exhibition and exhibition information in the well-known media of many European countries, which attracted the attention of many related industries and attracted many potential buyers, and established good communication and contact before the exhibition.
Highlights in the exhibition: The 2022 Cologne Hardware Fair, which reopened after four years, attracted 400 exhibitors from more than 50 countries and regions, with more than 30,000 visitors on the first day of the fair. Before the fair, A-Kraft arranged staff to broadcast the fair live on YouTube and TikTok. The cumulative number of visitors on the first day of the exhibition exceeded 1 million. Greatly increased the attention of the exhibition and the exposure of enterprise products.
A-kraft has leveraged the Cologne Hardware Fair’s popularity with its huge YouTube and TikTok user base to bring the show to an unprecedented level of attention.
Summary stage after the exhibition: Goopress Newswire always pays attention to the trends of the exhibition and participates in the news reports of the exhibition. We plan to count the actual number of orders traded at the exhibition after the end of the exhibition, review the wonderful moments of the exhibition, and jointly express the future industry plan with exhibitors. The press release is distributed on the global distribution network of Goopress Newswire in multiple countries.
For each exhibition, pre-planning and arrangement, mid-term site control, as well as the coordination and mobilization of various exhibition resources and personnel, a lot of tedious details make the implementation of communication work more important. The spare resources prepared in advance by different channels should be reasonably divided and organically combined to make them suitable for output in different official channels. During the preparatory period of the exhibition, we should pay enough attention and investment to the content laying of our own platform and leverage channels. When the exhibition is held smoothly, these are enough to make the enterprise brand effectively spread.
In case of temporary cancellation or other restrictions, the fundamentals of corporate marketing and communication will not change due to the pandemic. Although face-to-face communication is still the most effective way of communication and persuasion, the remedy for the situation that the cancellation of the exhibition will affect the communication effect is very simple, which is to do a better job of online promotion.
At present, epidemic prevention and control has become normal, and overseas exhibitions maximize the input-output ratio, which means that enterprises can flexibly use existing channels to push their products and news to the target population, so as to effectively spread their brands.
Media Details:
Company Name: Gooopress Newswire
Email: hello@gooopress.com
City: Wuhan
Country: China
Website: https://En.gooopress.com/
Twitter: https://twitter.com/Gooopress
以下は日本語の原原稿。
https://prtimes.jp/main/html/rd/p/000000007.000107305.html
