5 thoughts on “What steps are required to organize exhibitions?”
Becky
The detailed process of the exhibition
The hope to help you, thank you.
. The concept of the copy of the exhibition preparatory stage:
The copywriting of the exhibition preparation stage refers to the exhibition from determining the theme of the exhibition, collecting information, and the establishment of the exhibition project until the exhibition project until the exhibition project until the project will be planned to until the project is planned to until the project is planned to the exhibition until the project is planned to the exhibition until it is planned to until the project is planned to until the project is planned to until the project is planned to until the project is planned to until the project is planned to the exhibition. All textbooks involved in the pre -pre -preparatory stage before the convention exhibition.
. The types of copywriting in the preparation stage of the exhibition:
Generally speaking, the copy of the exhibition preparatory stage includes the exhibition project planning, the feasibility study report of the exhibition project, and the exhibition instructions The exhibition recruitment plan, exhibition recruitment letter, exhibition progress plan, audience invitation letter, exhibition contract, exhibition work plan, exhibition expense budget form, exhibition promotion plan, advertising copy, etc.
The copywriting of the preparation phase of the exhibition
. The writing of the "Exhibition Proposal Planning"
(1) "Exhibition project planning planning The concept of the book:
The so -called exhibition project planning is based on the various information that is mastered, the relevant matters of the exhibition to be held will be preliminarily planned, the basic framework of the exhibition is designed, and the plan is proposed to hold the plan to hold The preliminary planning content of the exhibition mainly includes: the name and place of the exhibition, the place of the exhibition, the scope of the exhibition, the exhibition time, the exhibition scale, the exhibition positioning, the exhibition plan, the promotion and the investment promotion plan, the exhibition schedule. Related activity plans, etc.
The "Exhibition Planning Book" is a set of exhibition planning, strategies and methods proposed to organize a new exhibition. It is an induction and summary of the above content.
(2) Content structure of the exhibition project planning:
general, "Exhibition Proposal Planning Book" mainly includes the following content:
1 Analysis of the market environment: including the analysis of the industries and markets where the exhibition theme is located, the analysis of the relevant national laws and policies, the analysis of the situation of related exhibitions, and the analysis of the market of the exhibition.
. The basic framework of the exhibition is proposed: including the name of the exhibition and the place of hosting, the composition of the exhibition agency, the scope of the exhibition, the exhibition time, the frequency of the exhibition, the scale of the exhibition, and the positioning of the exhibition.
3. The price of the exhibition and preliminary budget plan.
4. The division of labor plan for the exhibition staff.
5. The exhibition recruitment plan
6. The investment promotion plan of the exhibition.
7. Exhibition promotion plan.
8. Exhibition preparation progress plan.
9. The service provider arrangement plan.
10. The opening of the exhibition and on -site management plan.
11. Related activity plans held during the exhibition.
12. Exhibition settlement plan.
(3) Writing requirements for the planning of the exhibition:
1. The name of the exhibition
The name of the exhibition generally includes three aspects : Basic parts, limited parts and industry logos. For example, the "93rd China Export Commodity Fair", if the above three contents are seated, the basic part is the "trading party", the limited part is "China" and "93rd", and the industry logo is "exported goods".
In the following three instructions:
Basic parts: to show the nature and characteristics of the exhibition. , Exhibitions, trading and "festival" and so on.
The limited part: to illustrate the nature of the exhibition's time, place and exhibition.
The means of expressing time of the exhibition: one is represented by "session". The second is to be represented by "year", and the third is "season". Such as the 3rd Dalian International Clothing Festival, the 2003 Guangzhou Expo, Frankfurt Spring Consumer Products Exhibition, etc. In these three expression methods, the "session" is used to show the most common, it emphasizes the continuity of the exhibition. Those just held exhibitions are generally represented by "year".
The location of the exhibition is also reflected in the name of the exhibition, such as "Dalian" at the third Dalian International Clothing Festival.
The words in the exhibition name mainly include "international", "world", "national", "region" and so on. For example, the "International" at the 3rd Dalian International Clothing Festival indicates that the exhibition is an international exhibition.
The industry logo: used to show the theme and scope of exhibits. For example, the "clothing" at the third Dalian International Clothing Festival indicates that the exhibition is a exhibition of the clothing industry. Industry logo is usually the name of an industry, or a large category of a certain product in an industry.
. The exhibition location
The location of the plan selection of the exhibition, including two aspects: one is where the exhibition is held, and the other is where the exhibition hall is held Essence
The plan selection exhibition is held, that is, to determine which country, which province or city is held in which country.
The plan to choose the exhibition is to choose the specific location of the exhibition. Specific selection of exhibitions in which exhibition hall should be based on the exhibition theme and positioning of the exhibition. In addition, when selecting the exhibition hall, it is necessary to comprehensively consider how the cost of using the exhibition hall, whether the exhibition arrangement meets its own requirements, and how the facilities and services of the exhibition hall itself.
3. The exhibition agency
The relevant units that refer to the organization, planning, exhibition and investment promotion responsible for the exhibition. The exhibition agency may be enterprises, industry associations, government departments, and news media.
If according to the different role of each unit at the exhibition, the exhibition agency of an exhibition generally has the following: organizers, undertaking units, co -organizers, support units, etc.
The organizer: The exhibition unit with the exhibition and assumes the main legal responsibility for the exhibition. The organizer has the ownership of the exhibition in law.
The undertaking unit: directly responsible for the planning, organization, operation, and management of the exhibition, and the exhibition unit that assumes major financial responsibilities to the exhibition.
Iz co -organizers: Assist or organize the organizer to be responsible for the planning, organization, operation and management of the exhibition, and partially undertake the exhibition units of exhibitions, investment and promotion of exhibitions.
Is supporting units: The exhibition planning, organizational, operation and management of exhibition organizers or contractors, or support the exhibition units that support the exhibition, investment promotion and promotion.
4. The exhibition time
The exhibition time refers to when the exhibition plan is held. There are three meanings in the exhibition time: First, it refers to the specific development date of the exhibition. The second is the date of raising and withdrawal of the exhibition. The third is the date when the exhibition is open to the audience.
The length of exhibition time does not have a unified standard. It is necessary to depend on different exhibitions. Some exhibitions can be long for a long time, such as the "Expo" exhibition period for several months or even half a year; but for the vast majority of professional trade exhibitions of the exhibition, the exhibition period is generally 3-5 days.
5. The scope of the exhibits
The exhibition range of the exhibition should be determined according to the positioning of the exhibition, the advantages and disadvantages of the exhibition agency and other factors.
According to the positioning of the exhibition, the scope of the exhibits can include one or several industries, or one or more products in an industry, for example, exhibits of "Expo" and "Trading Conference" The scope is very wide, such as the exhibits of the "Canton Fair" more than 100,000 kinds, which is almost all -encompassing; and the exhibits of the German "Frankfurt International Automobile Exhibition" involve very few industries. Essence
6. The frequency of the exhibition
The frequency of the exhibition refers to whether the exhibition will be held several times a year or every few years, or it is held from time to time. Judging from the actual situation of the current exhibition industry, the most exhibitions have been held once a year, accounting for about 80%of the number of exhibitions. There are many exhibitions held twice a year and two years. There are fewer comes.
The determination of the frequency of exhibitions is restricted by the characteristics of the industry where the exhibition theme is located. We know that the products of almost every industry have a life cycle, and the life cycle of the product has a significant impact on the exhibition frequency.
The product input period and growth period are the golden period of corporate ginseng drawers. The frequency of exhibitions should be firmly seized.
7. The scale of the exhibition
The meaning of the exhibition includes three aspects: one is the exhibition area, the other is the number of participating units, and the third is to visit How many audiences are. When planning to hold a exhibition, all three aspects must be predicted and planned.
In the scale of planning exhibitions, the characteristics of the industry must be fully considered. The size of the exhibition will be limited by the number and quality of the audience.
8. The positioning of the exhibition
This is to clearly tell the exhibition company and the audience's this exhibition "what" and "what are", in detail The positioning of the exhibition is to make the exhibition agency based on its own resource conditions and market competition, and through the differentiated competition advantages of the establishment and development of the exhibition, the exhibition organized by the exhibition to form a clear and unique impression of the audience and the audience's minds of the audience will form a process of Essence
The exhibition positioning should clearly clarify the target exhibitors and audiences of the exhibition, the target of the exhibition, the theme of the exhibition, etc.
9. The preliminary budget of the exhibition and the preliminary budget of the exhibition
The price of the exhibition is to formulate a suitable price for the exhibition leasing. The price of the exhibition booth often includes the price of the indoor exhibition field and the price of the outdoor exhibition field. The price of the indoor exhibition field is divided into the price of the open space and the standard level.
In the price of the exhibition, generally follow the principle of "excellent land and price", that is, the price that facilitates the booths that facilitate exhibitions and audience traffic is often higher. The preliminary budget of the exhibition is a preliminary budget for the various expenses and expected revenue required by the exhibition and the expected revenue of the exhibition.
In the planning exhibition, it is necessary to determine a suitable price to the exhibition according to the market conditions, which is very important for attracting target exhibitors to participate in the exhibition.
10. Personnel division of labor, exhibition investment and promotion plan
The personnel division plan, exhibition plan, investment promotion and promotion plan It will affect each other during the specific implementation.
The personnel division plan is to make overall arrangements for the work of the exhibition staff.
This planning plan is mainly to solicit various strategies, measures and methods formulated to recruit enterprises.
The investment plan is mainly to solicit various strategies, measures and methods formulated to recruit audiences to visit the exhibition.
The publicity plan is to establish exhibition brands and establish exhibition images, and at the same time serve exhibitions and investment promotion at the same time.
11. The exhibition progress plan, on -site management plan and related activity plan
The exhibition progress plan is to recruit exhibitions, investment promotion, promotion and booth division of exhibitions at the time. Organizing arrangements. It clearly explicitly do what stages should be completed during the preparation process of the exhibition, until the exhibition is successfully held. The exhibition schedule is well arranged, and the preparations for the exhibition can be carried out in an orderly manner.
The on -site management plan is a variety of plans to effectively manage the exhibition site after the opening of the exhibition. It generally includes the opening plan of the exhibition, the exhibition management plan, audience registration plan, and withdrawal plan. The on -site management plan is well arranged, the exhibition site will be in an orderly manner, and the exhibition is good.
The related activities plan for exhibitions are plans to make plans for various related activities prepared during the exhibition. The most common activities held in the same period as the exhibition are technical exchanges, seminars, and various performances. They are the useful supplements of the exhibition.
. The writing of the "Project Project Project Project Project Project" N completed the "Proposal Planning of the Exhibition", which does not mean that the exhibition of the project can be held. The project establishment only puts forward a preliminary opinion on the exhibition of the exhibition and how to organize the exhibition, and formulate a preliminary plan. As for whether the exhibition can really be held and whether the plan is really feasible, it is necessary Projects and schemes perform feasibility analysis. The conclusions of feasibility analysis and other factors that must be considered are the ultimate basis for determining whether the exhibition can be held in the end.
"Research Research Report on the Process Project Project Project Project" is a research report completed on the basis of feasibility analysis of the exhibition project. The feasibility analysis of the exhibition project is the continuing planning of the exhibition project. The planning of the exhibition project is mainly based on the basis of mastering various information, and preliminarily proposed the "what kind of exhibitions" to be held; the feasibility analysis of the exhibition project is based on the careful research Whether the "such exhibition" proposed by the plan is feasible to provide a scientific decision -making basis for whether the exhibition is held in the end.
If exhibition planning planning through feasibility analysis, it proves that the market conditions of the plan to organize the exhibition are available, the project has vitality, the planning of various execution schemes is reasonable, the project is economically feasible, the risks are small, and there are certain risks. Social benefits can be planned through the exhibition to organize the exhibition.
(2) The content structure of the "Feasibility Research Report of the Exhibition Project"
"The Feasibility Research Report of the Exhibition Project Project" is not feasible or feasible for the exhibition item. The evaluation and explanation of the system, and provides the basis and suggestions for the specific implementation plans planned by the final improvement of the exhibition project. Therefore, the "Research Report on the Process Project Project Program" mainly includes the following contents:
. Market environment analysis
(1) macro market environment: including the population environment, the population environment, the population environment, the population environment, Economic environment, technical environment, political legal environment, social and cultural environment, etc.
(2) Micro market environment: Including internal environment, target customers, competitors, marketing agencies, service providers, and public in the exhibition agency.
(3) Market environment evaluation: SWOT analysis method, that is, internal advantages, internal disadvantages, external opportunities, external threat analysis.
. The vitality analysis of the exhibition project
(1) Project development space: Analysis of the industrial space, market space, regional space, policy space rely on the exhibition club have.
(2) Project competitiveness: Including the appeal of the exhibition positioning, the brand influence of the exhibition agency, the composition of exhibitors and audiences, exhibition prices, exhibition services, etc.
(3) Analysis of the advantages and disadvantages of the exhibition institution
. Analysis of the exhibition execution plan
) Evaluation, specifically include:
(1) The name of the exhibition and the exhibition range and the exhibition positioning conflict.
(2) Whether the exhibition time and the frequency of the exhibition are in line with the characteristics of the industry where the exhibits are located.
(3) Whether the place of the exhibition is suitable for the exhibition of the industry where the exhibits are located.
(4) Whether the industry can hold such a scale and positioning exhibition in the industry where the exhibition is located.
(5) The exhibition agency can hold such a scale and positioning exhibition within the planning time.
(6) Is the exhibition agency familiar with the industry where the exhibition is located.
(7) The positioning of the exhibition is conflict between the scale of the exhibition.
2) Evaluation of China Merchants and Propaganda Plan
(1) Recruitment plan evaluation
(2) Investment plan evaluation n n n n n n n n n n n R n (3) Propaganda plan evaluation
3. Financial analysis of the exhibition project
(1) Price positioning
(2) Cost forecast
The cost cost to hold an exhibition generally includes:
) The cost of the exhibition site. That is, rent exhibition venues and various expenses incurred here. These expenses include: exhibition site rents, exhibition hall air -conditioning fees, layers of special installation fees, standard floor construction fees, exhibition museum carpets and carpet costs, booths and overtime fees, etc.
) Exhibition promotion fee. Including advertising fees, design and printing fees for the exhibition, mailing fee, and the cost of press conferences, etc.
3) The cost of recruitment and investment.
4) The cost of associated movement. Including the opening ceremony of technical exchanges, seminar exhibitions, guest receptions, wine clubs, exhibition site arrangements, gifts, and expenses of temporary staff of the exhibition.
5) Office costs and personnel costs.
6) Tax
7) Other unpredictable costs
(3) Revenue forecast
The income generally includes:
) Booth fee income
) Ticket income
3) Advertising and corporate sponsorship income n n n n n n n n n n R n 4) Other related income
(4) Balancing analysis of profit and loss
(5) Cash flow analysis
)
) Analysis of net current value rate
3) profit index
4) Internal yield
5 , Risk Forecast
(1) Market risk
(2) Business risk
(3) Financial risk
(4) Cooperation risk
6. Existing problems
The various problems in the existing projects found through the above feasibility analysis, beyond the feasibility analysis of researchers in the feasibility analysis, Other issues that may affect exhibitions, etc.
7. Improvement suggestions
In response to the above problems, the improvement suggestions for the project project planning of the exhibition project are proposed, pointing out that the direction of the exhibition should be successfully held.
8. The direction of the effort
Bet based on the purpose of the exhibition and exhibition goals, on the basis of the above analysis, we should propose to do the existing exhibition. Other conditions and directions that need to be worked.
(3) Writing requirements of the "Feasibility Research Report of the Exhibition Project"
"The Feasibility Research Research Research Report on the Exhibition Project" The important basis of the exhibition, so the writing of the "Project of the Exhibition Project" must be true and fully the materials, analyze objective science, and judge accurate reason.
1. Market environment analysis
A market environment analysis is the first step of the feasibility analysis of the exhibition. Based on the various information, further analyze and demonstrate whether the various market conditions of the exhibition are available, and whether there are various policy and social foundations required by the exhibition. The market environment analysis must not only study various existing market conditions, but also predict its future changes and development trends. The conclusions obtained by the feasibility analysis of the project are more scientific and reasonable.
A market environment analysis is to analyze whether the conditions for organizing the exhibition are available from the external factors of the exhibition project held by the plan; Whether the exhibition has a promising future. The vitality of the analysis exhibition project is not only to analyze the vitality of one or two sessions of the exhibition, but to analyze the long -term vitality of the exhibition, that is, to analyze whether the exhibition has more than five sessions, whether the exhibition still has a promising development future. Essence
2. The vitality analysis of the exhibition project
3. Analysis of the exhibition execution plan
The analysis of exhibition execution plan is from the planned exhibition project itself. , Analyze whether the various execution plans prepare for the project of the exhibition project are complete, and whether it can ensure the implementation of the planning goals of the exhibition. The target of the exhibition execution plan is the various execution schemes of the exhibition. The focus of the analysis is whether the various execution schemes are reasonable, complete and feasible.
The point of emphasis is to evaluate the basic framework of the exhibition. The point is not to analyze whether the planning arrangement of a certain factor that constitutes the basic framework of the exhibition is reasonable and feasible. Reasonable and feasible. Because, although the planning and arrangement of every factor that constitutes the basic framework of the exhibition may be reasonable and feasible, the basic framework of the exhibition composed of these factors may be unreasonable and inevitable in general. Therefore, to avoid the emergence of this "individual reasonable and group conflict" phenomenon, it is important to evaluate the basic framework of the exhibition.
4. Financial analysis of the exhibition project
The financial analysis of the exhibition project is from the perspective of the financial agency's financial perspective. The main purpose of the financial analysis of the exhibition project is to analyze whether the exhibition planned by the plan is economical and feasible, and the designated plan for the forthcoming exhibition is planned.
5. Risk prediction
On from the perspective of the feasibility analysis of the exhibition project, the risk is in the process of holding the exhibition, due to some difficult and unprepared and controlled control in the exhibition process, due to some unpredictable and unprepared control The role of the factors enables the plans and exhibitions of exhibition agencies and the actual income of the exhibition to depart, so that the plan to organize the exhibition agency will be lost; or even if the exhibition is held as scheduled, the exhibition institution has a certain economy. The possibility of loss.
6. The existing problems
The various problems that exist in the exhibition project found through the above feasibility analysis, and the may be found in the exhibition in addition to the feasibility analysis of the exhibition. Other problems that have influences.
7. Improvement suggestions
In response to the above problems, the improvement suggestions for the project project planning of the exhibition project are proposed, pointing out that the direction of the exhibition should be successfully held.
8. The direction of the effort
Bet based on the purpose of the exhibition and exhibition goals, on the basis of the above analysis, we should propose to do the existing exhibition. Other conditions and directions that need to be worked.
. Planning projects 1. Organization arrangements; including feasibility report analysis, implementation of specific schemes, publicity cost planning tables.
(1) Including the conditions for the analysis of feasibility reports; conducting market surveys
For the industry, whether the profit growth point of the project is large enough
regional considerations. To combine the actual characteristics of the local area, it is necessary to conform to the local region.
The consideration of time or seasonal. The content of the project must meet the seasonal characteristics, such as the fan exhibition in winter.
This should consider avoiding conflicts of well -known domestic exhibitions at the same time. rnrn (2)实施的具体方案rnrn (3)宣传费用计划表rnrn A、广告时间段的投入rn take 4-6 months as an example. The general advertising time period is: the project starts (the first two months) is 10%to 20%of the total publicity cost [invested on professional media]; about three months or so ，重点投入为总宣传费用的30%~40%[主要在专业媒体上投入，少量在大众媒体上投入]；开展前一个月，为总宣传费用的40%[主要在大众媒体上投入，以20%of the mass media, 20%professional media]
B. The form of advertising
outdoor advertising (mainly POP board, body advertisement, two sides of the road banner advertisement, etc. These advertisements are mainly used for some time before and during the exhibition)
magazine newspaper media advertisements (mainly professional magazine media and mass magazine media, etc.
2. Find the organizer. rnrn (1)主办单位的条件：在当地要有权威性、知名度等rnrn (2)合作方式：一种合作方式为对方单位为我们提供一些Services, the cost of expenses is a few percent of the exhibition profits; the other form is that the other unit is only a form of name and uses one -time payment.
3. Applying for various approvals
. The venue contact
. Take Chengdu as an example, the Sichuan Exhibition Hall is mainly a popular exhibition , Mainly attracting the attention of the people; the International Convention and Exhibition Center mainly conducts professional exhibitions.
5. Contact promotional media
(1) Object: Professional media and mass media
(2) Method: Pay directly; use booth exchange to exchange advertisements in our conference.
6. Production invitation letter (already attached)
7. Establish a customer list (through the collection of publications, magazines, websites, etc.)
two two two 2. Implementation of exhibition
1. Exhibition method: mainly to contact phone calls, secondly you can mail signaling, E-mail, visiting, friend introduction, etc.
(1) Release information (mainly sending the project invitation letter to the units in the customer list through telephone fax, mail and other methods)
(2) Tracking the visit (find accurate accuracy Responsible person)
A. The first follow -up visitor after the other party received an invitation letter. 5%, 10%, and 75%distribution);
The first customer:
Questioning customer needs
Buy
, promisingly promise the customer's
for the second customer:
Preparation for face -to -face interviews
It secondary interviews
This recommendation to the next exhibition to customers
n maintaining the relationship, contact
This for the third customer:
Questioning the customer's needs and objection n R n In eliminating customer concerns
3. Documents used during the exhibition: project invitation letter, booth confirmation book, exhibitor guide
3. Implementation investment promotion
(1) During the exhibition process, you can convert the rejected customer into visitors. n (3) The main investment promotion work is 1 to 2 weeks before the development. The organizer organizes investment promotion work, such as travel to the secondary market for professional audience organizations; send text messages invitation; call for calling.
(4) The work provided by the organizer
. The relevant activities of related activities
The activities of the exhibition refers to the seminar and technology Communication, etc. The purpose of hosting these activities is to provide additional services for exhibitors and trades, thereby improving the image and grade of the exhibition.
. The site of the exhibition
(1) Exhibition: Exhibitors conduct exhibition work two days in advance. The construction of the booth, the coordination of the booth, the receipt and payment of the later models, the transportation of items, etc.
(2) Examination: coordination on the spot; audience organization; supporting services, etc. n 6. Control work after the exhibition
The feedback from the opinions of the exhibition, etc., understand the work later
Each successful exhibition planning must be in place in all aspects, whether it is preparation or later follow -up. At the same time, it is necessary to strengthen the communication ability, communication method and product introduction skills of the training staff, otherwise it will be difficult to retain customers. What do you need to pay attention to when planning the exhibition? The purpose of the exhibition purpose is the central idea, and all subsequent planning should be carried out around the exhibition purpose. What is the content of the exhibition? What are the points of moving customers? What should I see to the customers present? We can start planning the entire process around the theme. Inda exhibitions The entire exhibition does the exhibition need to be divided into several links? We can arrange planning according to time and scenes, vertically and horizontally, not only ensure the continuity of the entire event, but also take into account the penetration of each link, and finally present a complete exhibition. The purpose of invitations and notifications of the exhibition is to show the product to customers to achieve the purpose of value transmission and sales conversion. So invitations and notifications are particularly important. The organizer needs to convey the information and content of the exhibition to customers in a timely manner, and remind customers twice or even multiple times before the exhibition. The communication effect exhibition is actually a very intuitive product communication method. Customers can understand the product at the scene. During the display, in addition to the product itself, the display methods, communication channels, and explanation process are also very important. These will have a certain impact on the product itself and the corporate image.
The organizational exhibition is divided into several main steps: In selection of the zodiac day to determine that it is important to run a exhibition. It is important to choose a day to choose. Generally, the purchase period of the industry is selected. (This should be learned in the market research that each industry is different.) The choice of places, the exhibition location has skills, the popular cities north, Guangzhou and Shenzhen, exhibition halls and supporting facilities are complete. Or where the industry produces concentrated, it is convenient for recruitment. The team built team: This sales group --- selling booths, advertising, sponsorship ...... Promotional group-publicity and promotion, press conference, media invitation ... ... Operation group ----- exhibition services such as exhibition halls, venue layout, material printing and other exhibition services are all processed by this group of treatment China Merchants Group --- recruit audiences, professional buyers and organizations ( The gold content of the exhibition) , roll up the sleeves, come on! I I like to answer simply, I don't know again.
Enterprises of the preparation exhibition should prepare enterprises and product -related information 1 booths to prepare at least 10 products (including pictures, product descriptions, video materials, all information in Chinese and English)
It is roughly divided into three steps. First of all, you need to choose a suitable service provider to formulate a planning plan. Secondly, the construction of the museum is built and carried out on schedule. Finally, withdraw the exhibition. For the participating process, the Beijing Interbank Tongtong Exhibition Exhibition is more familiar and can contact them.
The detailed process of the exhibition
The hope to help you, thank you.
. The concept of the copy of the exhibition preparatory stage:
The copywriting of the exhibition preparation stage refers to the exhibition from determining the theme of the exhibition, collecting information, and the establishment of the exhibition project until the exhibition project until the exhibition project until the project will be planned to until the project is planned to until the project is planned to the exhibition until the project is planned to the exhibition until it is planned to until the project is planned to until the project is planned to until the project is planned to until the project is planned to until the project is planned to the exhibition. All textbooks involved in the pre -pre -preparatory stage before the convention exhibition.
. The types of copywriting in the preparation stage of the exhibition:
Generally speaking, the copy of the exhibition preparatory stage includes the exhibition project planning, the feasibility study report of the exhibition project, and the exhibition instructions The exhibition recruitment plan, exhibition recruitment letter, exhibition progress plan, audience invitation letter, exhibition contract, exhibition work plan, exhibition expense budget form, exhibition promotion plan, advertising copy, etc.
The copywriting of the preparation phase of the exhibition
. The writing of the "Exhibition Proposal Planning"
(1) "Exhibition project planning planning The concept of the book:
The so -called exhibition project planning is based on the various information that is mastered, the relevant matters of the exhibition to be held will be preliminarily planned, the basic framework of the exhibition is designed, and the plan is proposed to hold the plan to hold The preliminary planning content of the exhibition mainly includes: the name and place of the exhibition, the place of the exhibition, the scope of the exhibition, the exhibition time, the exhibition scale, the exhibition positioning, the exhibition plan, the promotion and the investment promotion plan, the exhibition schedule. Related activity plans, etc.
The "Exhibition Planning Book" is a set of exhibition planning, strategies and methods proposed to organize a new exhibition. It is an induction and summary of the above content.
(2) Content structure of the exhibition project planning:
general, "Exhibition Proposal Planning Book" mainly includes the following content:
1 Analysis of the market environment: including the analysis of the industries and markets where the exhibition theme is located, the analysis of the relevant national laws and policies, the analysis of the situation of related exhibitions, and the analysis of the market of the exhibition.
. The basic framework of the exhibition is proposed: including the name of the exhibition and the place of hosting, the composition of the exhibition agency, the scope of the exhibition, the exhibition time, the frequency of the exhibition, the scale of the exhibition, and the positioning of the exhibition.
3. The price of the exhibition and preliminary budget plan.
4. The division of labor plan for the exhibition staff.
5. The exhibition recruitment plan
6. The investment promotion plan of the exhibition.
7. Exhibition promotion plan.
8. Exhibition preparation progress plan.
9. The service provider arrangement plan.
10. The opening of the exhibition and on -site management plan.
11. Related activity plans held during the exhibition.
12. Exhibition settlement plan.
(3) Writing requirements for the planning of the exhibition:
1. The name of the exhibition
The name of the exhibition generally includes three aspects : Basic parts, limited parts and industry logos. For example, the "93rd China Export Commodity Fair", if the above three contents are seated, the basic part is the "trading party", the limited part is "China" and "93rd", and the industry logo is "exported goods".
In the following three instructions:
Basic parts: to show the nature and characteristics of the exhibition. , Exhibitions, trading and "festival" and so on.
The limited part: to illustrate the nature of the exhibition's time, place and exhibition.
The means of expressing time of the exhibition: one is represented by "session". The second is to be represented by "year", and the third is "season". Such as the 3rd Dalian International Clothing Festival, the 2003 Guangzhou Expo, Frankfurt Spring Consumer Products Exhibition, etc. In these three expression methods, the "session" is used to show the most common, it emphasizes the continuity of the exhibition. Those just held exhibitions are generally represented by "year".
The location of the exhibition is also reflected in the name of the exhibition, such as "Dalian" at the third Dalian International Clothing Festival.
The words in the exhibition name mainly include "international", "world", "national", "region" and so on. For example, the "International" at the 3rd Dalian International Clothing Festival indicates that the exhibition is an international exhibition.
The industry logo: used to show the theme and scope of exhibits. For example, the "clothing" at the third Dalian International Clothing Festival indicates that the exhibition is a exhibition of the clothing industry. Industry logo is usually the name of an industry, or a large category of a certain product in an industry.
. The exhibition location
The location of the plan selection of the exhibition, including two aspects: one is where the exhibition is held, and the other is where the exhibition hall is held Essence
The plan selection exhibition is held, that is, to determine which country, which province or city is held in which country.
The plan to choose the exhibition is to choose the specific location of the exhibition. Specific selection of exhibitions in which exhibition hall should be based on the exhibition theme and positioning of the exhibition. In addition, when selecting the exhibition hall, it is necessary to comprehensively consider how the cost of using the exhibition hall, whether the exhibition arrangement meets its own requirements, and how the facilities and services of the exhibition hall itself.
3. The exhibition agency
The relevant units that refer to the organization, planning, exhibition and investment promotion responsible for the exhibition. The exhibition agency may be enterprises, industry associations, government departments, and news media.
If according to the different role of each unit at the exhibition, the exhibition agency of an exhibition generally has the following: organizers, undertaking units, co -organizers, support units, etc.
The organizer: The exhibition unit with the exhibition and assumes the main legal responsibility for the exhibition. The organizer has the ownership of the exhibition in law.
The undertaking unit: directly responsible for the planning, organization, operation, and management of the exhibition, and the exhibition unit that assumes major financial responsibilities to the exhibition.
Iz co -organizers: Assist or organize the organizer to be responsible for the planning, organization, operation and management of the exhibition, and partially undertake the exhibition units of exhibitions, investment and promotion of exhibitions.
Is supporting units: The exhibition planning, organizational, operation and management of exhibition organizers or contractors, or support the exhibition units that support the exhibition, investment promotion and promotion.
4. The exhibition time
The exhibition time refers to when the exhibition plan is held. There are three meanings in the exhibition time: First, it refers to the specific development date of the exhibition. The second is the date of raising and withdrawal of the exhibition. The third is the date when the exhibition is open to the audience.
The length of exhibition time does not have a unified standard. It is necessary to depend on different exhibitions. Some exhibitions can be long for a long time, such as the "Expo" exhibition period for several months or even half a year; but for the vast majority of professional trade exhibitions of the exhibition, the exhibition period is generally 3-5 days.
5. The scope of the exhibits
The exhibition range of the exhibition should be determined according to the positioning of the exhibition, the advantages and disadvantages of the exhibition agency and other factors.
According to the positioning of the exhibition, the scope of the exhibits can include one or several industries, or one or more products in an industry, for example, exhibits of "Expo" and "Trading Conference" The scope is very wide, such as the exhibits of the "Canton Fair" more than 100,000 kinds, which is almost all -encompassing; and the exhibits of the German "Frankfurt International Automobile Exhibition" involve very few industries. Essence
6. The frequency of the exhibition
The frequency of the exhibition refers to whether the exhibition will be held several times a year or every few years, or it is held from time to time. Judging from the actual situation of the current exhibition industry, the most exhibitions have been held once a year, accounting for about 80%of the number of exhibitions. There are many exhibitions held twice a year and two years. There are fewer comes.
The determination of the frequency of exhibitions is restricted by the characteristics of the industry where the exhibition theme is located. We know that the products of almost every industry have a life cycle, and the life cycle of the product has a significant impact on the exhibition frequency.
The product input period and growth period are the golden period of corporate ginseng drawers. The frequency of exhibitions should be firmly seized.
7. The scale of the exhibition
The meaning of the exhibition includes three aspects: one is the exhibition area, the other is the number of participating units, and the third is to visit How many audiences are. When planning to hold a exhibition, all three aspects must be predicted and planned.
In the scale of planning exhibitions, the characteristics of the industry must be fully considered. The size of the exhibition will be limited by the number and quality of the audience.
8. The positioning of the exhibition
This is to clearly tell the exhibition company and the audience's this exhibition "what" and "what are", in detail The positioning of the exhibition is to make the exhibition agency based on its own resource conditions and market competition, and through the differentiated competition advantages of the establishment and development of the exhibition, the exhibition organized by the exhibition to form a clear and unique impression of the audience and the audience's minds of the audience will form a process of Essence
The exhibition positioning should clearly clarify the target exhibitors and audiences of the exhibition, the target of the exhibition, the theme of the exhibition, etc.
9. The preliminary budget of the exhibition and the preliminary budget of the exhibition
The price of the exhibition is to formulate a suitable price for the exhibition leasing. The price of the exhibition booth often includes the price of the indoor exhibition field and the price of the outdoor exhibition field. The price of the indoor exhibition field is divided into the price of the open space and the standard level.
In the price of the exhibition, generally follow the principle of "excellent land and price", that is, the price that facilitates the booths that facilitate exhibitions and audience traffic is often higher. The preliminary budget of the exhibition is a preliminary budget for the various expenses and expected revenue required by the exhibition and the expected revenue of the exhibition.
In the planning exhibition, it is necessary to determine a suitable price to the exhibition according to the market conditions, which is very important for attracting target exhibitors to participate in the exhibition.
10. Personnel division of labor, exhibition investment and promotion plan
The personnel division plan, exhibition plan, investment promotion and promotion plan It will affect each other during the specific implementation.
The personnel division plan is to make overall arrangements for the work of the exhibition staff.
This planning plan is mainly to solicit various strategies, measures and methods formulated to recruit enterprises.
The investment plan is mainly to solicit various strategies, measures and methods formulated to recruit audiences to visit the exhibition.
The publicity plan is to establish exhibition brands and establish exhibition images, and at the same time serve exhibitions and investment promotion at the same time.
11. The exhibition progress plan, on -site management plan and related activity plan
The exhibition progress plan is to recruit exhibitions, investment promotion, promotion and booth division of exhibitions at the time. Organizing arrangements. It clearly explicitly do what stages should be completed during the preparation process of the exhibition, until the exhibition is successfully held. The exhibition schedule is well arranged, and the preparations for the exhibition can be carried out in an orderly manner.
The on -site management plan is a variety of plans to effectively manage the exhibition site after the opening of the exhibition. It generally includes the opening plan of the exhibition, the exhibition management plan, audience registration plan, and withdrawal plan. The on -site management plan is well arranged, the exhibition site will be in an orderly manner, and the exhibition is good.
The related activities plan for exhibitions are plans to make plans for various related activities prepared during the exhibition. The most common activities held in the same period as the exhibition are technical exchanges, seminars, and various performances. They are the useful supplements of the exhibition.
. The writing of the "Project Project Project Project Project Project" N completed the "Proposal Planning of the Exhibition", which does not mean that the exhibition of the project can be held. The project establishment only puts forward a preliminary opinion on the exhibition of the exhibition and how to organize the exhibition, and formulate a preliminary plan. As for whether the exhibition can really be held and whether the plan is really feasible, it is necessary Projects and schemes perform feasibility analysis. The conclusions of feasibility analysis and other factors that must be considered are the ultimate basis for determining whether the exhibition can be held in the end.
"Research Research Report on the Process Project Project Project Project" is a research report completed on the basis of feasibility analysis of the exhibition project. The feasibility analysis of the exhibition project is the continuing planning of the exhibition project. The planning of the exhibition project is mainly based on the basis of mastering various information, and preliminarily proposed the "what kind of exhibitions" to be held; the feasibility analysis of the exhibition project is based on the careful research Whether the "such exhibition" proposed by the plan is feasible to provide a scientific decision -making basis for whether the exhibition is held in the end.
If exhibition planning planning through feasibility analysis, it proves that the market conditions of the plan to organize the exhibition are available, the project has vitality, the planning of various execution schemes is reasonable, the project is economically feasible, the risks are small, and there are certain risks. Social benefits can be planned through the exhibition to organize the exhibition.
(2) The content structure of the "Feasibility Research Report of the Exhibition Project"
"The Feasibility Research Report of the Exhibition Project Project" is not feasible or feasible for the exhibition item. The evaluation and explanation of the system, and provides the basis and suggestions for the specific implementation plans planned by the final improvement of the exhibition project. Therefore, the "Research Report on the Process Project Project Program" mainly includes the following contents:
. Market environment analysis
(1) macro market environment: including the population environment, the population environment, the population environment, the population environment, Economic environment, technical environment, political legal environment, social and cultural environment, etc.
(2) Micro market environment: Including internal environment, target customers, competitors, marketing agencies, service providers, and public in the exhibition agency.
(3) Market environment evaluation: SWOT analysis method, that is, internal advantages, internal disadvantages, external opportunities, external threat analysis.
. The vitality analysis of the exhibition project
(1) Project development space: Analysis of the industrial space, market space, regional space, policy space rely on the exhibition club have.
(2) Project competitiveness: Including the appeal of the exhibition positioning, the brand influence of the exhibition agency, the composition of exhibitors and audiences, exhibition prices, exhibition services, etc.
(3) Analysis of the advantages and disadvantages of the exhibition institution
. Analysis of the exhibition execution plan
) Evaluation, specifically include:
(1) The name of the exhibition and the exhibition range and the exhibition positioning conflict.
(2) Whether the exhibition time and the frequency of the exhibition are in line with the characteristics of the industry where the exhibits are located.
(3) Whether the place of the exhibition is suitable for the exhibition of the industry where the exhibits are located.
(4) Whether the industry can hold such a scale and positioning exhibition in the industry where the exhibition is located.
(5) The exhibition agency can hold such a scale and positioning exhibition within the planning time.
(6) Is the exhibition agency familiar with the industry where the exhibition is located.
(7) The positioning of the exhibition is conflict between the scale of the exhibition.
2) Evaluation of China Merchants and Propaganda Plan
(1) Recruitment plan evaluation
(2) Investment plan evaluation
n n n n n n n n n n n R n (3) Propaganda plan evaluation
3. Financial analysis of the exhibition project
(1) Price positioning
(2) Cost forecast
The cost cost to hold an exhibition generally includes:
) The cost of the exhibition site. That is, rent exhibition venues and various expenses incurred here. These expenses include: exhibition site rents, exhibition hall air -conditioning fees, layers of special installation fees, standard floor construction fees, exhibition museum carpets and carpet costs, booths and overtime fees, etc.
) Exhibition promotion fee. Including advertising fees, design and printing fees for the exhibition, mailing fee, and the cost of press conferences, etc.
3) The cost of recruitment and investment.
4) The cost of associated movement. Including the opening ceremony of technical exchanges, seminar exhibitions, guest receptions, wine clubs, exhibition site arrangements, gifts, and expenses of temporary staff of the exhibition.
5) Office costs and personnel costs.
6) Tax
7) Other unpredictable costs
(3) Revenue forecast
The income generally includes:
) Booth fee income
) Ticket income
3) Advertising and corporate sponsorship income
n n n n n n n n n n R n 4) Other related income
(4) Balancing analysis of profit and loss
(5) Cash flow analysis
)
) Analysis of net current value rate
3) profit index
4) Internal yield
5 , Risk Forecast
(1) Market risk
(2) Business risk
(3) Financial risk
(4) Cooperation risk
6. Existing problems
The various problems in the existing projects found through the above feasibility analysis, beyond the feasibility analysis of researchers in the feasibility analysis, Other issues that may affect exhibitions, etc.
7. Improvement suggestions
In response to the above problems, the improvement suggestions for the project project planning of the exhibition project are proposed, pointing out that the direction of the exhibition should be successfully held.
8. The direction of the effort
Bet based on the purpose of the exhibition and exhibition goals, on the basis of the above analysis, we should propose to do the existing exhibition. Other conditions and directions that need to be worked.
(3) Writing requirements of the "Feasibility Research Report of the Exhibition Project"
"The Feasibility Research Research Research Report on the Exhibition Project" The important basis of the exhibition, so the writing of the "Project of the Exhibition Project" must be true and fully the materials, analyze objective science, and judge accurate reason.
1. Market environment analysis
A market environment analysis is the first step of the feasibility analysis of the exhibition. Based on the various information, further analyze and demonstrate whether the various market conditions of the exhibition are available, and whether there are various policy and social foundations required by the exhibition. The market environment analysis must not only study various existing market conditions, but also predict its future changes and development trends. The conclusions obtained by the feasibility analysis of the project are more scientific and reasonable.
A market environment analysis is to analyze whether the conditions for organizing the exhibition are available from the external factors of the exhibition project held by the plan; Whether the exhibition has a promising future. The vitality of the analysis exhibition project is not only to analyze the vitality of one or two sessions of the exhibition, but to analyze the long -term vitality of the exhibition, that is, to analyze whether the exhibition has more than five sessions, whether the exhibition still has a promising development future. Essence
2. The vitality analysis of the exhibition project
3. Analysis of the exhibition execution plan
The analysis of exhibition execution plan is from the planned exhibition project itself. , Analyze whether the various execution plans prepare for the project of the exhibition project are complete, and whether it can ensure the implementation of the planning goals of the exhibition. The target of the exhibition execution plan is the various execution schemes of the exhibition. The focus of the analysis is whether the various execution schemes are reasonable, complete and feasible.
The point of emphasis is to evaluate the basic framework of the exhibition. The point is not to analyze whether the planning arrangement of a certain factor that constitutes the basic framework of the exhibition is reasonable and feasible. Reasonable and feasible. Because, although the planning and arrangement of every factor that constitutes the basic framework of the exhibition may be reasonable and feasible, the basic framework of the exhibition composed of these factors may be unreasonable and inevitable in general. Therefore, to avoid the emergence of this "individual reasonable and group conflict" phenomenon, it is important to evaluate the basic framework of the exhibition.
4. Financial analysis of the exhibition project
The financial analysis of the exhibition project is from the perspective of the financial agency's financial perspective. The main purpose of the financial analysis of the exhibition project is to analyze whether the exhibition planned by the plan is economical and feasible, and the designated plan for the forthcoming exhibition is planned.
5. Risk prediction
On from the perspective of the feasibility analysis of the exhibition project, the risk is in the process of holding the exhibition, due to some difficult and unprepared and controlled control in the exhibition process, due to some unpredictable and unprepared control The role of the factors enables the plans and exhibitions of exhibition agencies and the actual income of the exhibition to depart, so that the plan to organize the exhibition agency will be lost; or even if the exhibition is held as scheduled, the exhibition institution has a certain economy. The possibility of loss.
6. The existing problems
The various problems that exist in the exhibition project found through the above feasibility analysis, and the may be found in the exhibition in addition to the feasibility analysis of the exhibition. Other problems that have influences.
7. Improvement suggestions
In response to the above problems, the improvement suggestions for the project project planning of the exhibition project are proposed, pointing out that the direction of the exhibition should be successfully held.
8. The direction of the effort
Bet based on the purpose of the exhibition and exhibition goals, on the basis of the above analysis, we should propose to do the existing exhibition. Other conditions and directions that need to be worked.
. Planning projects
1. Organization arrangements; including feasibility report analysis, implementation of specific schemes, publicity cost planning tables.
(1) Including the conditions for the analysis of feasibility reports; conducting market surveys
For the industry, whether the profit growth point of the project is large enough
regional considerations. To combine the actual characteristics of the local area, it is necessary to conform to the local region.
The consideration of time or seasonal. The content of the project must meet the seasonal characteristics, such as the fan exhibition in winter.
This should consider avoiding conflicts of well -known domestic exhibitions at the same time. rnrn (2)实施的具体方案rnrn (3)宣传费用计划表rnrn A、广告时间段的投入rn
take 4-6 months as an example. The general advertising time period is: the project starts (the first two months) is 10%to 20%of the total publicity cost [invested on professional media]; about three months or so ，重点投入为总宣传费用的30%~40%[主要在专业媒体上投入，少量在大众媒体上投入]；开展前一个月，为总宣传费用的40%[主要在大众媒体上投入，以20%of the mass media, 20%professional media]
B. The form of advertising
outdoor advertising (mainly POP board, body advertisement, two sides of the road banner advertisement, etc. These advertisements are mainly used for some time before and during the exhibition)
magazine newspaper media advertisements (mainly professional magazine media and mass magazine media, etc.
2. Find the organizer. rnrn (1)主办单位的条件：在当地要有权威性、知名度等rnrn (2)合作方式：一种合作方式为对方单位为我们提供一些Services, the cost of expenses is a few percent of the exhibition profits; the other form is that the other unit is only a form of name and uses one -time payment.
3. Applying for various approvals
. The venue contact
. Take Chengdu as an example, the Sichuan Exhibition Hall is mainly a popular exhibition , Mainly attracting the attention of the people; the International Convention and Exhibition Center mainly conducts professional exhibitions.
5. Contact promotional media
(1) Object: Professional media and mass media
(2) Method: Pay directly; use booth exchange to exchange advertisements in our conference.
6. Production invitation letter (already attached)
7. Establish a customer list (through the collection of publications, magazines, websites, etc.)
two two two 2. Implementation of exhibition
1. Exhibition method: mainly to contact phone calls, secondly you can mail signaling, E-mail, visiting, friend introduction, etc.
(1) Release information (mainly sending the project invitation letter to the units in the customer list through telephone fax, mail and other methods)
(2) Tracking the visit (find accurate accuracy Responsible person)
A. The first follow -up visitor after the other party received an invitation letter. 5%, 10%, and 75%distribution);
The first customer:
Questioning customer needs
Buy
, promisingly promise the customer's
for the second customer:
Preparation for face -to -face interviews
It secondary interviews
This recommendation to the next exhibition to customers
n maintaining the relationship, contact
This for the third customer:
Questioning the customer's needs and objection
n R n
In eliminating customer concerns
3. Documents used during the exhibition: project invitation letter, booth confirmation book, exhibitor guide
3. Implementation investment promotion
(1) During the exhibition process, you can convert the rejected customer into visitors. n (3) The main investment promotion work is 1 to 2 weeks before the development. The organizer organizes investment promotion work, such as travel to the secondary market for professional audience organizations; send text messages invitation; call for calling.
(4) The work provided by the organizer
. The relevant activities of related activities
The activities of the exhibition refers to the seminar and technology Communication, etc. The purpose of hosting these activities is to provide additional services for exhibitors and trades, thereby improving the image and grade of the exhibition.
. The site of the exhibition
(1) Exhibition: Exhibitors conduct exhibition work two days in advance. The construction of the booth, the coordination of the booth, the receipt and payment of the later models, the transportation of items, etc.
(2) Examination: coordination on the spot; audience organization; supporting services, etc. n 6. Control work after the exhibition
The feedback from the opinions of the exhibition, etc., understand the work later
Each successful exhibition planning must be in place in all aspects, whether it is preparation or later follow -up. At the same time, it is necessary to strengthen the communication ability, communication method and product introduction skills of the training staff, otherwise it will be difficult to retain customers.
What do you need to pay attention to when planning the exhibition?
The purpose of the exhibition purpose is the central idea, and all subsequent planning should be carried out around the exhibition purpose. What is the content of the exhibition? What are the points of moving customers? What should I see to the customers present? We can start planning the entire process around the theme.
Inda exhibitions The entire exhibition does the exhibition need to be divided into several links? We can arrange planning according to time and scenes, vertically and horizontally, not only ensure the continuity of the entire event, but also take into account the penetration of each link, and finally present a complete exhibition.
The purpose of invitations and notifications of the exhibition is to show the product to customers to achieve the purpose of value transmission and sales conversion. So invitations and notifications are particularly important. The organizer needs to convey the information and content of the exhibition to customers in a timely manner, and remind customers twice or even multiple times before the exhibition.
The communication effect exhibition is actually a very intuitive product communication method. Customers can understand the product at the scene. During the display, in addition to the product itself, the display methods, communication channels, and explanation process are also very important. These will have a certain impact on the product itself and the corporate image.
The organizational exhibition is divided into several main steps:
In selection of the zodiac day to determine that it is important to run a exhibition. It is important to choose a day to choose. Generally, the purchase period of the industry is selected. (This should be learned in the market research that each industry is different.)
The choice of places, the exhibition location has skills, the popular cities north, Guangzhou and Shenzhen, exhibition halls and supporting facilities are complete. Or where the industry produces concentrated, it is convenient for recruitment.
The team built team:
This sales group --- selling booths, advertising, sponsorship ......
Promotional group-publicity and promotion, press conference, media invitation ... ...
Operation group ----- exhibition services such as exhibition halls, venue layout, material printing and other exhibition services are all processed by this group of treatment
China Merchants Group --- recruit audiences, professional buyers and organizations ( The gold content of the exhibition)
, roll up the sleeves, come on!
I I like to answer simply, I don't know again.
Enterprises of the preparation exhibition should prepare enterprises and product -related information 1 booths to prepare at least 10 products (including pictures, product descriptions, video materials, all information in Chinese and English)
It is roughly divided into three steps. First of all, you need to choose a suitable service provider to formulate a planning plan. Secondly, the construction of the museum is built and carried out on schedule. Finally, withdraw the exhibition. For the participating process, the Beijing Interbank Tongtong Exhibition Exhibition is more familiar and can contact them.