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What should furniture enterprises pay attention to in furniture exhibition?
Sep 12, 2018

   On the occasion of China International Furniture Exhibition and Shanghai Furniture Exhibition, we talk about the problems that furniture enterprises should pay attention to. A large number of furniture enterprises hope to make a turnround in the furniture exhibition. For many furniture enterprises, exhibitors are still an important way to find partners and improve brand awareness. However, with the change of consumption pattern and the upgrading of furniture exhibition, the traditional exhibitor mode and the old exhibitors thought have long been abandoned by the times. Throughout the past national furniture exhibition, there are five major exhibition errors, furniture enterprises need to be vigilant!

First, the pre-exhibition training is insufficient, and the exhibition is full of mistakes and omissions.

At the exhibition, we found that some marketing managers and marketers are interested in the purpose of participating in the exhibition.

It is not very clear, it is impossible to say what the purpose of the exhibitors is and what they want to achieve; they do not have a very good understanding of the new products to be displayed, and they cannot accurately convey the basic information about the models, features, positioning and prices of the new products. It can not play a positive role in the promotion of new products, the information between different departments is not equal, and they cannot react and deal with the system, coordination and uncertainty of the exhibition work quickly, such as the marketing do not understand the product design intention; The designers don't know some rules and requirements of marketing, the receptionist doesn't know the division of labor, and they don't know who to look for when they encounter problems, which leads to confusion in the exhibition. Customers often meet What happened was that when they went to the enterprise exhibition hall to check out the exhibits, asked where the exhibits were placed, what were they and what characteristics they had, many of the exhibition staff of the enterprises could not tell them clearly, or even did not know about this matter at all. Some business people lack the sense of ownership, only their own area or business, can not serve customers in all directions, resulting in company losses.

The above situation shows that there are many work blind areas in the daily work of enterprises, and there is neither a corresponding warning system nor corresponding training on how to deal with these problems before exhibitors.

Second, the exhibition mode lacks the new idea, the brand propaganda "does not give the strength"

After the exhibition, although the guest asked for a business card or left an address, after the exhibition, the basic

No effective sorting, classification, analysis, nor hot after the exhibition to track contact, mining valuable customers. This lack made the exhibition have little effect. In foreign exhibitions, we often see that foreign furniture companies do a good job of follow-up tracking, and will keep in touch with visitors or customers.

The product manuals of many exhibitors are still very traditional. Many of them only take into account beauty and artistry. They ignore the systematization, functionality and convenience of the manuals. They are often not manuals for the overall product framework and product characteristics. But only the individual display of a product, many customers after taking out of the door, so that publicity materials do not play its due role. Fewer enterprises use CD-ROMs or USB drives (guests are easy to carry and use, making it easier to communicate and be remembered), and even if they do, packaging and image design are poor and do not match the size of the business or the brand; in addition, Corporate brand communication often lacks unity and focus . For example, some enterprises propagate the name of the enterprise in the exhibitor area, but what the enterprise spreads in the market is the brand name, such as the relationship between "Procter & Gamble" and "Head & Shoulders", "Tiancheng" and "Red Apple". The author believes that during the exhibition period, enterprises should strongly promote the names that have become the focus-enterprise name or brand name, they can only choose one of them, can not face to face. For example, "Red Apple" has become a household name, and the company name "Tiancheng" is not known, so spreading "Red Apple" can maximize the brand benefits. That's what Tiancheng has been doing, so "Red Apple" is so widespread in the market. The popularity and reputation of the. And a lot of enterprises hold bad, self-confusion, weakened brand spread, put the cart before the horse. The reason is still not clear about the purpose of the exhibition, the more names the better, the lack of focus and reinforcement.

Third, old marketing methods, customers do not want to see more

The exhibition is the "mirror" of the market. Great changes have taken place in the market, such as marketing channel, marketing target, marketer, marketing service and quality, marketing means, etc. Star endorsements are out of date, beauty marketing isn't working, and team tours are not working.

The usual tactics used in the past are out of date for today's customers. Maybe the scene is very sensational, but after the excitement, we still do not remember this enterprise, just remember the name and appearance of beautiful women. Marketing methods are important, but it is more important for enterprises to work on the quality of products, services and communication in order to truly achieve the purpose of exhibitors.

Four, neglect of post exhibition work and waste of exhibition resources.

Before the exhibition, many enterprises are full of mobilization, big fanfare, night fighting before the exhibition, continuous combat, surprise proofing exhibition; welcome to the exhibition, eat, drink, live and warmly entertain dealers or potential customers, hold product conferences, marketing conferences, and so on. Bomb lobbying, persuading customers to place orders, open franchisees, etc. After the show, the temperature dropped dramatically, problems ensued, once the distributor joined, the subsequent service and product supply was far from the previous promise, and the relationship with the dealer fell sharply. These "post-exhibition syndrome" is very common, leading to a decline in corporate reputation, the loss of dealers, investment and return is not equal, the effect of the exhibition is greatly discounted. Buckle. Thus, it can be seen that enterprises do not make sufficient preparations for the pre-exhibition preparation, in-exhibition service and post-exhibition tracking, and are not fully prepared in terms of production, technical system construction and production capacity, even if the exhibition is very sensational. It is also difficult to realize the value of exhibitors.

Fifth, do not participate in "greed", precision is the absolute principle

At present, no matter what kind of exhibition in China has a flood trend, furniture exhibition is no exception. Therefore, it is suggested that according to the characteristics of their own products, the current capabilities and market positioning conditions, enterprises should wisely select the place, type and quantity of the exhibition, avoid greed for more and strive to achieve "less is more". "small is big", try to take part in some famous professional exhibitions, such as office furniture exhibition, woodworking machinery exhibition, civil furniture exhibition, cabinet exhibition, door exhibition, floor exhibition and other professional exhibitions at home and abroad, so as to achieve twice the result with half the effort.

To sum up, the exhibitors should not fall into the misunderstanding mentioned above, and hope that the enterprises will do enough articles on "software construction", because this is the weakness of exhibitors at present.

Before participating in the exhibition, we must make a good analysis of the market, products and competitors; make overall planning, organization, layout and evaluation of the exhibition; train and standardize the exhibitors comprehensively; set clear exhibition objectives and methods, ways and strategies to achieve the objectives; make good preparations for the early stages of the exhibition products and product design and its implementation. At the same time, do a good job of tracking and service during and after the exhibition, and timely summary and evaluation of the tracking results, make a positive response to the strategic adjustment of enterprises, so as to achieve real victory in the exhibition.

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