First, change-dynamically adjust the theme of the exhibition to meet the needs of industry development
An exhibition, known as the industry barometer, needs to track the latest trends of its industry in real time, and adjust the theme of the exhibition in time through new establishment, classification, expansion and merger, so as to keep the exhibition full of vitality.
Case playback:
1. As the extension of the Cologne Hardware Fair was adjusted to two years later, in order to meet the dual needs of enterprises in the Asia-Pacific region to explore the European market and facilitate the procurement of European and American traders, Cologne held the Cologne Asia-Pacific Expo for the first time this year.
2. In 2004, INTERKAMA (Industrial Exhibition of Process Control Automation and Manufacturing Automation) appeared at the Hannover Messe, which was actually equivalent to the merger of the two exhibitions. The merged Hannover Messe has a wider coverage and a more perfect theme. As INTERKAMA, you can take advantage of the huge customer resources and influence of Hannover Messe. This strong alliance will first benefit the process control automation and manufacturing automation industries, and the interests of the industries will naturally react to the operation of the exhibition and form a benign interaction.
3. With the gradual promotion of the concept of internal logistics, CeMAT, which was originally one of the themes of Hannover Messe, was separated last time and will hold a separate exhibition in June+10 this year.
4. In the audience survey in 2004, the organizer of Nuremberg Toy Fair put "whether outdoor products should be set up in a separate area" in the column of soliciting audience's opinions. The results show that 53% of professional visitors and buyers are particularly interested in outdoor areas. Therefore, the organizers responded quickly and listed outdoor leisure as an independent product area in the 2005 Expo. The root cause is, of course, the change in market demand. In recent years, outdoor sports, the fun brought by sports and the problem of "overweight children" in German society have become the market sources of the new theme of exhibition development.
Second, aggregation-carefully plan the exhibition theme and set up an "exhibition group"
Carefully planning the theme of the exhibition, giving each exhibition an accurate industry positioning, and making the exhibition stand out from many exhibitions with the same theme will undoubtedly become the core work of the brand exhibition. German exhibitions, from consumer goods exhibitions to industrial exhibitions, from educational exhibitions to tourism exhibitions, all focus on defining distinctive exhibition themes with the flavor of the times, leaving a deep impression on the industry and the audience. In contrast, many domestic exhibitions rarely make a fuss about the distinctiveness of the exhibition theme and the characteristics of the times.
No exhibition company can have an advantage in exhibitions in all industries. Therefore, we should select a few target industries, make the exhibitions of this industry and related industries thorough and detailed, and set up "exhibition groups" to ensure our leading position in these industries.
German exhibitions focus on using different exhibition brand image strategies to create "exhibition groups", tap the similarities in related similar exhibition themes, and give these exhibitions the same or similar market positioning, so as to adopt the same or similar marketing strategies to serve the closely related target markets. This will not only help to continuously improve the overall gold content of the exhibition brand, but also help to reduce the promotion cost. In contrast, the concept of "series exhibition" often used in China is relatively simple, and it is often just to separate different exhibition areas of an industry exhibition and hold exhibitions separately. For example, "Building Materials Series Exhibition" includes "Stone Exhibition", "Roofing Material Exhibition", "Lighting Exhibition", "Home Hardware Exhibition" and so on, which lacks a broader perspective to look at the similarities between exhibitions.
Case playback:
1. With the development of universal mobile telecommunications system (UMTS), WLAN and other mobile communication and network technologies, as well as the continuous improvement of the new generation of personal computers, chip technology, office automation equipment, home entertainment computer control center and other technical equipment, as well as the wide application of electronic technology in business activities, CeBIT in Hanover has determined three major themes this year: business process, communication and electronic equipment and systems.
2. The exhibition groups with the theme of "mobile leisure" established by Dü sseldorf Exhibition Company will all be the annual international travel auto show caravan salon, international water sports and boat show? Boot, RETROMOBILE, European classic cars and concept car shows, TourNatur, international hiking and hiking technology and equipment exhibition, all of which serve the closely related leisure tourism target market.
Third, humanity-endow the exhibition with cultural connotation and give full play to its educational function.
At present, the function of China Exhibition mainly stays at the level of promoting commercial sales and trade. The German exhibition integrates cultural elements into it, opening up a space for the public to appreciate world culture and enjoy scientific and technological innovation. The theme of the exhibition embodies professionalism and has the flavor of the times. The whole exhibition has a strong cultural and contemporary flavor. Compared with German exhibitions, domestic exhibitions obviously do not give the audience this kind of cultural affinity, lack of interaction with the audience, lack of innovation in display methods, and the functions of related activities are too single, so the related functions of exhibitions need to be further developed.
German exhibition organizers often consciously build the exhibition into an industry education platform. In German exhibitions, you can often see the booths of research, education and training institutions in this industry. They brought the latest research results and the latest industry education ideas. At the same time, many college students majoring in this industry will also bring their own design works, scientific and technological inventions and business plans. In most exhibitions in Germany, students are given a half-price discount on tickets to encourage students related to the exhibition industry to visit.
Case playback:
1. CeBIT, the largest exhibition in the field of IT and office technology in the world, proposed "Get the Spirit of Tomorrow"? The loud slogan of mastering the spirit of the future has created a complete it technology concept with extremely rich and far-reaching connotations for the audience. CeBIT shows the audience the bright future of IT technology through flexible and diverse new product displays, and the exhibition is also an excellent opportunity for exhibitors to exchange and learn, which has played a role in guiding the new trend for the international IT industry.
2. At the CeMAT held for the first time in June of this year, 65438+/KLOC-0, the German Machinery and Equipment Manufacturing Association and the German Logistics Science and Technology Association will jointly hold the activity of "Internal Logistics Entering the Campus". Many research and educational institutions in the German logistics industry and research institutes specializing in logistics in German universities will present their latest research results, and many German logistics and related students will attend.
Fourth, comprehensive-build a comprehensive platform for the industry and open up the whole industry chain.
Building the exhibition into a comprehensive platform for information exchange, product display and trade cooperation in the industry to which the exhibition belongs, and opening up the industrial chain, is another remarkable function of leading international exhibitions. If the theme of German exhibitions is determined first, and then exhibitions are held in different regions according to the industrial chain, it can be said that the theme of domestic exhibitions is basically determined according to the exhibition situation, and exhibitors who operate different exhibits often hang out in the same venue, just like supermarkets do not distinguish goods by category. At the German exhibition, an investor can complete all products and services from production equipment, technical guidance, raw materials and even related logistics distribution and employee training. But it is difficult to do this at domestic exhibitions.
Case playback:
1. Expo Real, a real estate exhibition held by Messe Munich, brings together high-level industry experts in the commercial real estate industry, providing the commercial real estate industry with full-service from planning consultation to financing, design and construction, sales and property management, so that all parties involved in the whole value-added chain of real estate can participate in exchanges and interactive cooperation, thus promoting the common development of the entire real estate industry.
2. Dü sseldorf Exhibition Company International Water Sports and Boat Show (BOOT), from "hook" to "luxury yacht", from sea rescue to sea art, from diving to water tourism development, has 18 exhibition hall with an exhibition area of 230,000 square meters, creating a comprehensive platform for water sports.
Verb (abbreviation of verb) service-establish an all-round service system and form a partnership with customers.
The support of exhibitors and visitors is the fundamental guarantee for the long-term operation of the exhibition. To measure the success of an exhibition, two very important data are the sustained attendance rate of exhibitors and the sustained attendance rate of spectators. Many studies also show that the cost of developing a new customer is many times higher than that of retaining an old customer, so the exhibition organizers must try their best to retain old customers while constantly developing new customers. Form a cooperative partnership with customers, form a win-win situation between the exhibition and customers, and finally realize a virtuous circle of the exhibition. The premise of achieving this goal is to provide customers with all-round services, so as to improve the loyalty of exhibitors to the exhibition. All-round services are embodied in all stages before, during and after the exhibition, including exhibition planning, exhibition promotion and marketing, professional audience organization and related activities arrangement, as well as the formatting and standardization of all external documents and letters of the exhibition organizers.
Case playback:
1. Dü sseldorf Fashion Show (CPD) is held twice a year. On the afternoon of the second day of each exhibition, 18-22:00, the organizer will hold an exhibitor's party for the exhibitors, providing them with opportunities for communication, providing various drinks and snacks free of charge, and creating a good communication atmosphere. Through such exchanges, exhibitors can exchange product information, meet friends in the industry, and provide possibilities for future cooperation.
2. The International Sporting Goods Fair (ISPO) under the Munich Messe has implemented the membership system since 2002, and issued ISPO cards. Members can quickly participate in the exhibition with their cards, which has many characteristics such as "saving time", "saving money" and "enjoying welfare". For example, if you hold the 2002 summer ISPO card, you can visit five exhibitions for free: winter and summer ISPO in Munich, winter and summer outdoor products exhibition in Salt Lake City and golf exhibition in Munich. With the ISPO card in the summer of 2003, you can "watch eight exhibitions with one card" (two in Britain and six in Germany). After the launch of the ISPO card, it was originally planned to increase the membership of 1.5 million in the winter of 2003, but it exceeded this figure in the summer of 2002, and the membership included all major customers of ISPO. With ISPO card, you can not only use Munich's bus system for registration and queuing for free during the exhibition, but also enjoy discounts on catering and parking in the exhibition center and even nationwide. For example, car rental, according to different models, the preferential range ranges from 10% to 20%. More importantly, cardholders become a member of the ISPO community, and they can get thoughtful and professional services from ISPO all the year round.