Exhibiting knowledge: preparation before exhibition

Once decided to participate in a certain Exhibition We need to start immediately. Preparation 。 The exhibition is an item. Systems engineering There are many problems to consider. How can we reasonably use manpower, financial resources and energy? Some people have investigated the visitors at the exhibition, and found that there are six main factors that affect their memory. The proportion is as follows: exhibits attractive 39%; operation demonstration 25%; booth design 14%; booth personnel 10%; information 8%; exhibitors' reputation 4%. It is suggested that exhibitors should start with these aspects.

1, exhibits selection. Exhibits are the most important factors for exhibitors to impress visitors. In the memory factor of visitors, the proportion of "attractive exhibits" accounts for 39%, which should be given priority consideration. There are three principles for selecting exhibits, namely, pertinence, representativeness and uniqueness. Pertinence means that exhibits should conform to the purpose, policy, nature and content of the exhibition; representativeness means that the exhibits should reflect the exhibitors' technical level, production capacity and industry characteristics; uniqueness means that exhibits must have their own uniqueness so as to differentiate them from other similar products.

2, the way of display. Most of the exhibits do not show the whole situation and display all the characteristics. They need to adapt themselves to charts, materials, photographs, models, props, models or commentators, and to illustrate, emphasize and render with the help of decoration, scenery, lighting, audio-visual equipment and other means. If the exhibits are machinery or apparatus, we should consider arranging the demonstration on the spot, or even letting the visitors do it themselves; if they are food and drink, we should consider the visitors to taste at the scene, and prepare the small packages for free distribution; if they are clothing or backpacks, use models to show or arrange special tables. All these are to arouse the interest of visitors and increase their desire to buy.

3, booth design. The task of exhibition design is to be good-looking, and the fundamental task is to help exhibitors to achieve the purpose of exhibition. The exhibition platform can reflect the image of the exhibiting, attract the attention of visitors, and provide the functional environment of work. Therefore, the booth design should pay attention to the visual impact while paying attention to the following points: the exhibition is not a design competition, and the booth design should be in harmony with the overall trade atmosphere; the booth design is to set off the exhibits, not to win the competition and let the green leaves drown the safflower; the booth design should take into account the public image of the exhibitors, and should not be too unconventional.

4, staffing. Man is the first element of exhibition work and the key to the success of the exhibition. The staffing of the exhibition booth can be considered from four aspects: first, according to the nature of the exhibition, the appropriate type or related departments should be selected; second, the number of personnel should be determined according to the size of the workload; third, pay attention to the basic qualities of personnel, such as appearance, voice, character, self consciousness and activeness; fourth, strengthen on-site training, such as professional knowledge, product performance, presentation method and so on. Exhibitors should respond flexibly according to the characteristics of exhibitors: if mass consumer goods should set up brand image and form affinity among consumers, if they are new products, they should vigorously publicize their differences; if products are ingenious, they should emphasize their technological breakthroughs.

5, customer invitation. If customers can get rich at the exhibition, of course, it will be unavoidable. This requires exhibitors to passively wait for customers to come, but also consciously invite customers to come. You can invite and attract customers through direct letters, visits, media advertising, on-site publicity and distribution of materials. In short, we must prepare for the rainy day and put the work ahead.