Convention planning is different from planning, it has a variety of ideas to achieve the purpose, these ideas and creativity is new, consistent with the direction of the goal, there is the possibility of realization. The planning process is recorded in writing is the exhibition plan. Broadly speaking, the exhibition plan can cover the feasibility study report, project intention, project proposal and advertising program, publicity brochure, etc., produced by the market research, including the pre-show, show, show after all the planning texts around a conference and exhibition activities.
The effect of exhibition is long-term. The exhibitors pay attention to and put a lot of effort into booth design, product display, exhibition publicity, booth reception and sales promotion, etc. At the same time, they should also put considerable effort into the follow-up work of the exhibition. If the exhibition is equivalent to "sowing seeds" and establishing new customer relations, then the follow-up work of the exhibition is equivalent to "plowing" and "harvesting", and the new relationship will be developed into actual customer relations. The follow-up work of the exhibition is equivalent to "plowing" and "harvesting", developing the new relationship into actual customer relationship. There are many kinds of follow-up work for conventions and exhibitions, and the evaluation of implementation effect is one of the important parts.
The effect evaluation of the exhibition is also rich in content, including the evaluation of the exhibition work and the evaluation of the exhibition effect.
The evaluation of exhibition effect needs to be arranged by the exhibitors themselves or entrusted to a professional evaluation company. There are qualitative and quantitative contents for the evaluation of the exhibition effect, and if the conditions permit, we should try to use the quantitative evaluation contents, which can make the evaluation result more objective and valuable.
All in all, as a kind of marketing method, exhibition plays an important role in developing and consolidating the market. However, exhibition is a complex and complicated project, which has a lot of work links, in order to ensure its feasibility, smooth and effective, it is necessary to pay attention to the planning of the exhibition. Some scholars point out that only when the convention and exhibition is regarded as the most effective marketing way will the decision of the convention and exhibition be made, and after the decision of the convention and exhibition is made, it can stimulate the creativity, effectively utilize the resources in hand, and select the feasible program to achieve the expected goal or solve a difficult problem, which is the planning. Exhibition planning plays an important role in the whole exhibition process.