Ordinary audience refers to other audiences except professional audience. High-end exhibitions, such as Canton Fair and Guangzhou International Auto Show, refuse or restrict ordinary visitors.
The exhibition should strive to keep the effective audience in a certain proportion of the total number of visitors, generally not less than 30%.
Effective visitors refer to the professional visitors of the exhibition and other visitors expected by exhibitors. They have certain qualities and are indispensable to the exhibition.
Invalid audience can increase the popularity of the exhibition, enliven the atmosphere of the exhibition, and expand the advertising effect and popularity of exhibitors.
The purpose of investment promotion is to attract trade visitors needed by exhibitors to visit and conduct trade negotiations. This is the lifeline of the exhibition. Investment promotion is arbitrary and uncontrollable. In most cases, both sides? Is it appropriate? The probability is not very high, but if you know your target investment groups in advance: investment targets, key areas, qualification requirements, audit rules, assistance and control measures and other relevant regulations, and can spread them through effective channels, the investment promotion work will be more clear and targeted, reducing unnecessary twists and turns.
Therefore, when making investment promotion strategies and plans, we should clearly understand our own resources, advantages and conditions that can be given to the applicants, and discuss the overall market strategy with the applicants to inform them of the real market support, so that the two sides can cooperate for a long time. It is suggested to plan and organize the investment promotion meeting through formal investment promotion agencies to ensure the certainty of the audience and not blindly. A series of publicity and planning work should be done before the investment promotion meeting is held, and experts should be recommended to participate.
First, the basic content of the exhibition investment proposal
1, the basis of investment proposal
2. Division of investment in exhibitions
3. Preparation and sending plan of exhibition newsletter and audience invitation letter 4. Investment channels and measures. Investment promotion plan. Investment budget. Investment schedule.
Second, the specific operational suggestions for attracting investment in the exhibition
(A) the basis for formulating the investment plan
Geographical distribution and demand of main consumer markets of exhibition exhibits; The distribution of the industry in which the exhibition theme is located and its related industries in the country; The development of related industries in each region; Enterprise structure and distribution of related industries.
Investment promotion division
Division of investment promotion for exhibitions cooperated by various exhibition institutions: * * Follow the principle of investment promotion, divide the exhibition area or industry and key target audience of each unit, stipulate the budget and payment method of investment promotion expenses, arrange the invitation and reception of key target audience, have a main responsible unit and consider the advantages of each unit. Division of investment promotion of exhibition sponsored by exhibition institutions: determine the list of investment promotion personnel; Clarify the regional scope and key target markets that all investors are responsible for; Formulate information communication and work coordination measures for all investment promotion personnel; A unified reception arrangement plan should be made for key target audiences.
(3) investment channels
1, professional media-advertisement 2, mass media-advertisement
3. Trade associations or chambers of commerce-use their strong appeal.
4. Similar exhibitions at home and abroad-promote this exhibition on the spot or strive for cooperation opportunities.
5, exhibitors-bring their own customers 6, network investment
7. Seek cooperation opportunities with other exhibition organizers. Use international organizations such as UFI 9. Various investment agents.
10, foreign institutions in China? Recommend 1 1 to domestic enterprises and relevant government departments? Industry influence 12. Promote investment attraction by planning related activities during the exhibition.
Third, investment promotion.
Characteristics of exhibition promotion
1, text
The tasks of publicity and promotion of the exhibition mainly include publicizing the invitation of the exhibition, attracting investment, establishing a good image of the exhibition and creating a competitive advantage of the exhibition, assisting business representatives and agents to carry out their work smoothly, and guiding internal employees on how to treat customers.
Step 2: Stage
With the progress of preparatory work and the actual needs of the exhibition, it will be realized step by step and in stages.
Step 3 plan
At the beginning of the preparation of the exhibition, it is necessary to carefully plan the promotion of the exhibition and take care of the needs of all parties.
4. Exhibition promotion is essentially a service promotion.
Exhibition publicity and promotion means
1, advertising requirements:
The theme is clear, the title is attractive and creative;
The manuscript is concise and eye-catching, the slogan is creative, and the text is concrete and true; The pictures are eye-catching and prompt the theme and content of the advertisement.
2. News articles and pictures