How to write the most complete exhibition planning scheme?
What is an exhibition project proposal?
The so-called exhibition project planning is to make a preliminary plan for the upcoming exhibition, design the basic framework of the exhibition, and put forward the preliminary planning contents of the exhibition, which mainly include: exhibition name and location, exhibition organization, exhibition scope, exhibition time, exhibition scale, exhibition positioning, exhibition invitation plan, publicity and investment plan, exhibition schedule plan, on-site management plan, and related activity plan.
Exhibition project proposal is a set of exhibition planning, strategies and methods for planning and holding a new exhibition, and it is a summary of the above contents.
Content structure of exhibition project proposal
1. Analysis of the exhibition market environment: including the analysis of the industry and market where the exhibition theme is located, the analysis of relevant national laws and policies, the analysis of relevant exhibitions, and the analysis of the market where the exhibition is held.
2. Put forward the basic framework of the exhibition, including the name and venue of the exhibition, the composition of the exhibition organization, the scope of exhibits, the exhibition time, the exhibition frequency, the exhibition scale and the exhibition positioning.
3. Exhibition price and preliminary budget plan.
4, the exhibition personnel division plan.
5. Exhibition plan
6. Investment plan for the exhibition.
7. Exhibition promotion plan.
8. Exhibition preparation schedule.
9. Exhibition service provider arrangement plan.
10, exhibition opening and site management scheme.
1 1.
12, exhibition settlement plan.
Writing requirements of exhibition project proposal
1. Exhibition name
The name of an exhibition generally includes three aspects: basic part, limited part and industry logo. Like what? The 93rd China Export Commodities Fair? If you sit in the right place according to the above three contents, what is the basic part? Is it fair? What is the restricted part? China? And then what? The 93rd session? What is the industry logo? Export goods? .
The following are some explanations for these three contents:
Basic part: used to show the nature and characteristics of an exhibition. Commonly used words are: exhibition, exposition, fair, fair and? Festival? Wait a minute.
Limited part: used to explain the time, place and nature of the exhibition.
There are three ways to express the exhibition time: one is to use? Conversation? One is expression, and the other is use? Year? To express, the third is to use? Season? To show. Such as the 3rd Dalian International Fashion Festival, Guangzhou Expo in 2003, Frankfurt Spring Consumer Goods Exhibition, etc. What is used in these three expressions? Conversation? Coming and going is the most common, which emphasizes the continuity of the exhibition. What exhibitions have just been held? Year? To show.
The location of the exhibition should also be reflected in the name of the exhibition, such as the third Dalian International Fashion Festival? Dalian? .
What are the main words that reflect the nature of the exhibition in the name of the exhibition? International? 、? This world? 、? National? 、? Region? Wait a minute. The 3rd Dalian International Fashion Festival? International? Explain that this exhibition is an international exhibition.
Industry logo: used to indicate the theme of the exhibition and the scope of exhibits. The 3rd Dalian International Fashion Festival? Clothing? Explain that this exhibition is an exhibition of the clothing industry. Industry identification is usually the name of an industry or a product category in an industry.
2. Exhibition place
Planning and choosing the exhibition venue includes two aspects: one is where the exhibition will be held, and the other is which pavilion the exhibition will be held in.
Planning and choosing the exhibition location is to determine which country, province and city the exhibition will be held in.
Planning and choosing the exhibition hall is to choose the specific location of the exhibition. The specific choice of which exhibition hall to hold the exhibition depends on the theme and orientation of the exhibition. In addition, when choosing the exhibition hall, we should also consider the use cost of the exhibition hall, whether the exhibition arrangement meets our own requirements, and the facilities and services of the exhibition hall itself.
3. Exhibition organization
Exhibition organization refers to the relevant units responsible for the organization, planning, exhibition invitation and investment promotion of exhibitions. Exhibition organizations can be enterprises, trade associations, government departments and news media.
According to the different roles of each unit in holding an exhibition, an exhibition generally has the following types of exhibition organization forms: organizer, organizer, co-organizer and supporting unit.
Organizer: the exhibition organizer who owns the exhibition and bears the main legal responsibility for the exhibition. The organizer legally owns the ownership of the exhibition
Organizer: the organizer who is directly responsible for the planning, organization, operation and management of the exhibition and bears the main economic responsibility for the exhibition.
Co-organizer: an exhibition organizer who assists the organizer or organizer in planning, organizing, operating and managing the exhibition, and partly undertakes the work of inviting exhibitions, attracting investment and promoting.
Supporting unit: the exhibition organizing unit that supports the exhibition planning, organization, operation, management or exhibition invitation, investment promotion and publicity of the exhibition organizer or organizer.
4. Exhibition time
The exhibition time refers to the planned time of the exhibition. The exhibition time has three meanings: first, it refers to the specific date of the exhibition. The second refers to the date of preparation and withdrawal. Third, it refers to the date when the exhibition is open to the audience.
There is no uniform standard for the length of exhibition, depending on different exhibitions. Some exhibitions can last for a long time, such as? Expo? The extension period is several months or even half a year; Professional trade exhibitions, which account for the vast majority of the exhibitions, generally last for 3-5 days.
5. Scope of exhibits
The scope of the exhibits in the exhibition should be determined according to the positioning of the exhibition, the advantages and disadvantages of the exhibition organization and other factors.
According to the orientation of the exhibition, the scope of exhibits can include one or several industries, and can also include one or several product categories in an industry, such as? Expo? And then what? Is it fair? There are a wide range of exhibits, such as? Canton Fair? The range of exhibits exceeds 654.38+million, which is almost all-encompassing; What about Germany? Frankfurt International Auto Show? There are few industries involved in the scope of exhibits, only the automobile industry.
6. Exhibition frequency
The frequency of holding exhibitions refers to how many times a year, how many years, or whether it is irregular. Judging from the actual situation of the convention and exhibition industry, the number of exhibitions held once a year is the largest, accounting for about 80% of the total number of exhibitions. There are also many exhibitions that are held twice a year and biennially, and there are fewer and fewer irregular exhibitions.
The determination of exhibition frequency is restricted by the characteristics of the industry where the exhibition theme is located. We know that almost every industry's products have a life cycle, and the life cycle of products has a significant impact on the frequency of exhibitions.
The investment period and growth period of products are the golden period for enterprises to participate in the exhibition, and the frequency of exhibition should be firmly grasped.
7. Exhibition scale
The exhibition scale includes three meanings: first, the exhibition area, second, the number of exhibitors, and third, the number of visitors to the exhibition. When planning an exhibition, we should predict and plan these three aspects.
When planning the exhibition scale, we should fully consider the characteristics of the industry. The scale of the exhibition will also be limited by the number and quality of the audience.
8. Direction of the exhibition
Generally speaking, the orientation of an exhibition is to clearly tell exhibitors and audiences about the exhibition? What is this? And then what? What's there? Specifically, exhibition positioning is a process in which exhibition organizations establish and develop differentiated competitive advantages of exhibitions according to their own resource conditions and market competition, so that their exhibitions can form a distinct and unique impression in the minds of exhibitors and audiences.
The orientation of the exhibition should be clear about the target exhibitors and audiences, the exhibition objectives and the exhibition theme.
9. Exhibition price and preliminary budget of the exhibition
The exhibition price is to set a suitable price for the booth rental of the exhibition. Booth prices often include indoor exhibition prices and outdoor exhibition prices, and indoor exhibition prices are divided into open space prices and standard floor prices.
When setting the exhibition price, it is generally followed? Excellent land price? The principle that booths with easy display and large audience flow tend to have higher prices. The preliminary budget of exhibition is a preliminary budget for all kinds of expenses and expected income of holding exhibition.
When planning to hold an exhibition, it is very important to determine a suitable price for the exhibition according to the market situation, so as to attract the target exhibitors to participate.
10, division of labor, invitation and promotion plan
Personnel division plan, exhibition invitation plan, investment promotion plan and publicity plan are the specific implementation plans of the exhibition, and these four plans will affect each other in the specific implementation.
The personnel division plan is to make overall arrangements for the work of exhibitors.
Exhibition planning is mainly to attract enterprises to participate in various strategies, measures and methods.
Investment promotion plan is mainly a variety of strategies, measures and methods to attract visitors to visit the exhibition.
The publicity and promotion plan is to establish the brand and image of the exhibition, and at the same time serve the exhibition's recruitment and investment promotion.
1 1, exhibition schedule, site management plan and related activity plan
Exhibition progress plan is the overall arrangement of exhibition invitation, investment promotion, publicity and booth division in time. It stipulates what work should be completed at what stage in the preparation process of the exhibition until the exhibition is successfully held. If the exhibition schedule is well arranged, the preparations for the exhibition can be carried out in an orderly manner.
Site management plan is a variety of plans to effectively manage the exhibition site after the opening of the exhibition, which generally includes exhibition opening plan, exhibition site management plan, audience registration plan, exhibition withdrawal plan and so on. If the site management plan is well arranged, the exhibition site will be orderly and the exhibition will be orderly.
The plan of exhibition-related activities refers to the plan of various related activities held during the exhibition. The most common related activities held in the same period with the exhibition are technical exchanges, seminars and various performances, which are beneficial supplements to the exhibition.
Writing of Feasibility Study Report on Exhibition Project Establishment
What is the feasibility study report of exhibition project?
The completion of the Exhibition Project Plan does not mean that the project exhibition can be held. The project is only to put forward preliminary opinions on the theme of the exhibition and how to hold it, and to formulate a preliminary plan. As for whether the exhibition can really be held and whether the plan is really feasible, it is necessary to analyze the feasibility of the exhibition projects and plans. The conclusion of feasibility analysis and other factors that must be considered are the final basis for determining whether the exhibition can be held finally.
The feasibility study report of exhibition project establishment is based on the feasibility analysis of exhibition project establishment. Feasibility analysis of exhibition project establishment is the continuation of exhibition project establishment planning. The project planning of exhibition projects is mainly to put forward the planned exhibitions on the basis of mastering all kinds of information. What is it like? ; The feasibility analysis of exhibition project is put forward on the basis of careful study of various materials and in-depth analysis of exhibition project planning? An exhibition like that? Whether it is feasible or not provides a scientific decision-making basis for whether to hold an exhibition in the end.
If the feasibility analysis proves that the planned exhibition has the market conditions, the project has vitality, various implementation schemes are reasonable, the project is economically feasible, the risk is small, and there are certain social benefits, then the exhibition can be decided through project planning.
Content Structure of Feasibility Study Report of Exhibition Project Establishment
The feasibility study report of exhibition project establishment shall make a systematic evaluation and explanation on the feasibility of exhibition project establishment, and provide improvement basis and suggestions for the final improvement of the specific implementation plan of exhibition project establishment planning. Therefore, the feasibility study report of the exhibition project mainly includes the following contents:
1, market environment analysis
(1) Macro market environment: including population environment, economic environment, technological environment, political and legal environment, social and cultural environment, etc.
(2) Micro-market environment: including the internal environment of exhibition organizations, target customers, competitors, marketing agents, service providers and the public.
(3) Market environment assessment: SWOT analysis, that is, the analysis of internal strengths, internal weaknesses, external opportunities and external threats.
2. The vitality analysis of exhibition projects
(1) project development space: that is, analyze whether the industrial space, market space, regional space and policy space where the exhibition is held are available.
(2) Project competitiveness: including attraction of exhibition positioning, brand influence of exhibition organization, composition of exhibitors and audiences, exhibition price, exhibition service, etc.
(3) Analysis of the advantages and disadvantages of exhibition organizations.
3. Analysis of exhibition implementation plan
1) Evaluate the basic framework of the planned exhibition, including:
(1) Is there any conflict in the exhibition name, exhibition scope and exhibition positioning?
(2) Whether the exhibition time and frequency conform to the characteristics of the industry where the exhibits are located.
(3) Whether the exhibition venue is suitable for holding exhibitions in the industry where the exhibits are located.
(4) Whether the industry where the exhibits are located can hold an exhibition with such scale and positioning.
(5) Whether the exhibition organizer can hold such an exhibition with such scale and positioning within the planned exhibition time.
(6) Whether the exhibition organization is familiar with the industry where the exhibits are located.
(7) Whether there is any conflict between the orientation and scale of the exhibition.
2) Investment promotion and recommendation scheme evaluation.
(1) Evaluation of exhibition scheme
(2) Evaluation of investment scheme
(3) Evaluation of publicity and promotion plan
4. Financial analysis of exhibition projects
(1) price positioning
(2) Cost forecast
The expenses for holding exhibitions generally include:
1) exhibition venue fee. That is, renting exhibition venues and all kinds of expenses incurred therefrom. These expenses include: rental of exhibition venue, air conditioning fee of exhibition hall, special floor installation fee, standard floor construction fee, carpet laying fee of exhibition hall, overtime pay for booth installation, etc.
2) Exhibition promotion fee. Including advertising fees, exhibition materials design and printing fees, materials mailing fees, press release membership fees, etc.
3) exhibitor and investment expenses.
4) related expenses. Including technical exchange meeting, seminar and exhibition opening ceremony, guest reception, cocktail party, exhibition site layout, gifts, temporary personnel expenses, etc.
5) Office expenses and personnel expenses.
6) Taxation
7) Other unforeseen expenses
(3) income forecast
The income from holding exhibitions generally includes:
1) booth fee income
2) Ticket revenue
3) Advertising and corporate sponsorship income
4) Other related income
(4) break-even analysis
(5) cash flow analysis
1) net present value analysis
2) Analysis of net cash interest rate
3) Profit index
4) Internal rate of return
5. Risk prediction
(1) Market risk
(2) Operational risk
(3) Financial risks
(4) Cooperation risk
6. Existing problems
Including all kinds of problems found in the establishment of exhibition projects through the above feasibility analysis, as well as other problems that researchers may find outside the feasibility analysis that may have an impact on the exhibition.
7. Suggestions for improvement
In view of the above problems, this paper puts forward some suggestions to improve the planning of exhibition projects, and points out the direction that should be worked hard for the successful holding of exhibitions.
8, the direction of efforts
According to the purpose and goal of the exhibition, on the basis of the above analysis, and in view of the existing problems, other conditions and efforts for running the exhibition well are put forward.
Writing requirements of feasibility study report for exhibition project establishment
The feasibility study report of exhibition project is an important basis for exhibition institutions to decide whether to hold exhibitions or not. Therefore, the writing of the feasibility study report of exhibition project establishment must be true and sufficient in materials, objective and scientific in analysis, and accurate and reasonable in judgment.
1, market environment analysis
Market environment analysis is the first step of feasibility analysis of exhibition projects. It is based on the exhibition plan put forward by the exhibition project planning, and on the basis of all kinds of information already mastered, it further analyzes and demonstrates whether it has all kinds of market conditions for holding exhibitions and whether it has all kinds of policies and social foundations needed for holding exhibitions. Market environment analysis should not only study the existing market conditions, but also predict their future changes and development trends, so as to make the conclusions drawn from the feasibility analysis of the project more scientific and reasonable.
Market environment analysis is to analyze whether there are conditions for holding exhibitions from the external factors of planned exhibition projects; The vitality analysis of the exhibition project is to analyze whether the exhibition has development prospects from the planned exhibition project itself. To analyze the vitality of the exhibition project, we should not only analyze the vitality of one or two exhibitions, but also analyze the long-term vitality of the exhibition, that is, whether there is a future for the exhibition after more than five exhibitions.
3. Analysis of exhibition implementation plan
The analysis of convention and exhibition execution scheme is based on the planned convention and exhibition project itself, and analyzes whether the various execution schemes to be implemented in the project start-up plan of the convention and exhibition project are complete and can ensure the realization of the convention and exhibition planning objectives. The object of the analysis of the implementation plan of the exhibition is the various implementation plans of the exhibition, and the focus of the analysis is whether the various implementation plans are reasonable, complete and feasible.
It should be emphasized that the evaluation of the basic framework of the exhibition focuses not on whether the planning arrangement of a certain factor that constitutes the basic framework of the exhibition is reasonable and feasible, but on whether the basic framework of the exhibition is reasonable and feasible as a whole. Because, although the planning arrangement of every element that constitutes the basic framework of the exhibition may be reasonable and feasible, the basic framework of the exhibition composed of these elements may be unreasonable and infeasible as a whole. So, to avoid this? Individual rationality, group conflict? With the appearance of this phenomenon, it is very important to evaluate the basic framework of the exhibition.
4. Financial analysis of exhibition projects
The financial analysis of exhibition projects is to analyze and calculate the expenses and benefits of holding exhibitions from the financial perspective of exhibition organizations. The main purpose of financial analysis of convention and exhibition project is to analyze whether the planned convention and exhibition is economical and feasible, and to clarify the fund use plan of the upcoming convention and exhibition.
5. Risk prediction
From the perspective of feasibility analysis of convention and exhibition projects, the risk is that due to some unpredictable and uncontrollable factors, the plan and actual income of convention and exhibition organizations deviate from expectations, thus making the plan of convention and exhibition organizations fail; Or even if the exhibition is held as scheduled, the exhibition institutions may suffer certain economic losses.
6. Existing problems
Including all kinds of problems found in the establishment of exhibition projects through the above feasibility analysis, as well as other problems that researchers may find outside the feasibility analysis that may have an impact on the exhibition.
7. Suggestions for improvement
In view of the above problems, this paper puts forward some suggestions to improve the planning of exhibition projects, and points out the direction that should be worked hard for the successful holding of exhibitions.
8, the direction of efforts
According to the purpose and goal of the exhibition, on the basis of the above analysis, and in view of the existing problems, other conditions and efforts for running the exhibition well are put forward.
Planning scheme of large-scale exhibition
1
Determine the purpose of the event
To hold an exhibition, we must first determine its objectives. An exhibition is successful if its activities can accurately achieve its goals. Usually, our goal is to publicize the company's image, promote product sales, display new products, keep close contact with users, and deeply grasp the market information dynamics and market demand.
2
Choose the right venue
Choosing a suitable venue is an important part of the exhibition plan. First of all, we should consider the way of crowd movement, understand the direction of crowd movement in the whole exhibition venue, and then choose the booth accordingly.
Whether to set up a booth next door to a competitor has caused a lot of controversy among manufacturers. Manufacturers can make effective use of such booths and actively display the advantages of their products over their competitors. If it is necessary to use hanging signs or covers during the exhibition, you must choose a position high enough to avoid blocking visibility.
three
Analysis of exhibition background
For example: professionalism, brand, authority and internationality.
four
Exhibition arrangement
(1) Pre-exhibition preparation:
1. Determination of exhibition theme;
2. Determination of the booth;
3. Booth design and construction;
Can a clear theme and a high-quality booth definitely achieve our expected results? If there is no professional and meticulous booth layout, how to embody professionalism, brand, authority and internationality?
The purpose of attending the exhibition is the same. Participating in exhibitions is a good opportunity to improve the visibility of enterprises, publicize and promote new products or services, and participating in exhibitions has become a part of the business strategy of some enterprises. How to make full use of the exhibition effectively, make it the best sales and marketing tool for modern enterprises, and realize the long-term business goals of enterprises is the core issue that many enterprises pay attention to.
When designing and building a booth, we should take this center as the center, which is summarized as follows:
The design of the booth should highlight the theme, emphasize individuality, and at the same time give the audience an affinity in space and atmosphere to facilitate conversation.
Make full use of all possible elements, such as the composition, materials, acoustics, lighting, colors and other decorative items of the booth, constantly give the audience a sense of freshness, stimulate their curiosity, make them interested in the booth, and then have a desire to talk with the exhibitors. Usually? Booth layout? We will outsource to a professional AV equipment leasing company. Choosing a leasing company with good reputation, strong sense of responsibility and reasonable price will reduce our workload.
4. How to effectively invite potential customers:
(1) Invite customers to attend as early as possible by sending invitations, and then arrange the schedule for each other. Remind the day before the exhibition starts.
(2) Prepare some gifts that can be divided into two parts, and print the company logo (meaning that many mobile billboards promote the company for free). Before the exhibition, send some of them together with the invitation letter to prospective customers, so that they must go to the booth to make up a complete gift.
(2) Promotion during the exhibition
1
Product promotion activities:
Customers who sign the contract on the spot give a certain discount or give a weighty gift to encourage interested (hesitant) customers to sign the bill on the spot. After all, sleeping.
2
Matters needing attention in the exhibition
Details determine success or failure, and attention should be paid to some details in participation.
① Exhibitors should pay special attention to their own image besides wearing badges with company logo. Leave a bad impression on customers. As long as you can stop at your booth, at least he is still interested. You should welcome him actively.
(2) take the initiative to visit these peers, here refers to peers, not to the same product enterprises, but to similar product enterprises. Recommend your products to them, leave them a few samples and ask them for samples, so that you can complement each other and enjoy resources.
At the exhibition, you will often meet spies from your peers, who disguise themselves as customers to get your price, technology and even customer information. Be vigilant.
(4) After the exhibition every day, sort out the customers of that day and record the talking points. In addition, according to the needs raised in the customer conversation, judge the product trend this year and discuss the development and promotion of new products with the company's decision-making level after the exhibition.
three
Daily workflow
7:30: After breakfast, the person in charge arranges the work for the day, and everyone receives the materials used for the day.
8:30: Arrive at the exhibition site on time 9: 00- 1 1: 30: Investment promotion progress.
11:30-13: 00: The person in charge arranges the lunch in rotation.
13: 00- 17: 00: Investment Promotion Progress
17:00: sort out the data, submit the daily summary report in time and fill in the report.
18:30: free activities or other work arranged by the company,
four
Reception steps in the exhibition
1, registration (customer name, unit and department, contact number, person in charge, etc. )
2. Live demonstration
3. Introduce the company and product background.
4. Show other prototypes
5. Invite interested customers to the negotiation area to facilitate the transaction.
6. If a customer signs the bill on the spot, try to render it and create a climax.
Step 7 distribute information and gifts
8. Send the customer out politely and make an appointment for the next visit.
9. Write down the customer's intention and the person in charge at the sign-in desk.
five
Media reports:
(1) company website for synchronous reporting.
(2) Shenzhen, Beijing and other domestic and foreign industry media reports.
③ Publicity of websites, forums /BBS/ blogs of major industries.
six
Activity planning to mobilize the popularity of the booth;
There are many people at the exhibition, and everyone likes to gather in crowded places. Good on-site publicity can attract people into the exhibition hall and increase the popularity of the exhibition hall. Only when people are popular can they have wealth. Such as baking bread, lottery, giving out small gifts, free sample testing, prize-winning knowledge quiz, trading gongs, cultural performances, LED advertising video+theme playing, auction, etc.
Because the exhibition is a gathering of many brands? Brave? It is particularly necessary and important to intercept the terminal. During the exhibition, it is necessary to keep abreast of competitors' developments, ensure that 1-2 hours is updated, and make quick adjustments. If temporary shopping guides are hired to distribute leaflets and placards at the entrance of the exhibition hall and near the competitor's exhibition hall, the interception effect is very obvious.
(3) After the exhibition,
1. Agent's follow-up.
2. Carve the fiery scenes in the exhibition into CDs, integrate the image and repackage them.