Exhibitors' Participation In Communication And Promotion

The main communication purpose before the exhibition is to show that the company will participate in the exhibition and get as many high-quality visitors as possible.

The goal is fundamental, otherwise it is right.

The investment will come to nothing.

Therefore, attracting and inviting visitors to visit your booth is one of the most important acts before the exhibition.

First, before exhibition

Pre exhibition communication includes:

- direct mail for specific target groups (decision makers, government officials, media, opinion leaders, etc.);

- advertise in the CD-ROM / exhibitors CD-ROM.

Almost all the organizers of the exhibition will issue a CD-ROM or CD-ROM containing the list of exhibitors.

Exhibitors can advertise in these publications.

- specialized

Advertise in publications.

Sometimes, these publications will issue a special issue about an exhibition, which gives exhibitors advertising possibilities.

Advertisements in public areas, such as airports, railway stations or venues, are very effective.

- Internet.

Exhibitors can use the Internet to inform and promote their exhibitors' activities by putting online advertisements on their own website homepage or on exhibitions and other related websites.

Two. Exhibition

Besides the booth design, the information provided on the booth also plays an important role.

The "what", "how", "when" and "to whom" should be carefully considered in the dissemination of information.

It is also important to accurately estimate the amount of information provided.

Usually, exhibitors have to deal with four types of visitors on the booth:

- Technical visitors;

- management visitors;

- private / public visitors;

- media visitors.

Exhibitors should prepare appropriate information for these four groups of visitors, such as general pamphlets, technical leaflets, product information, product catalogues, corporate news, reference lists, price lists, press releases, etc.

In overseas exhibitions, information should be plated into local languages or general foreign languages.

The communication on the booth also includes:

Multimedia display, but the success of using the media is not always comparable to the cost of production.

- Product / machine demonstration.

If possible, the real machine should run the demonstration on the booth.

If the machine can make some items on the spot and let the audience take it away, it will be better.

Effective communication with the media is also one of the factors for successful exhibitors, especially when exhibitors want to introduce their innovative achievements or interesting topics.

Exhibitors can put their press releases in the "news center" or "media center" in the exhibition.

One way to communicate effectively with the media is to organize press conferences, which can be held directly in the booth, or can be rented in a conference room, or, if necessary, at venues outside the exhibition hall.

However, because journalists are tired of some news activities during the exhibition, only those news conferences that are suitable for time, interesting news and invitation letters can attract the attention of journalists and succeed.

Three. After Exhibition

With the purpose of keeping existing customers and making them the faithful visitors to your next exhibition, it is also the most basic practice for exhibitors to communicate with visitors after the exhibition.