How to Avoid Three Misunderstandings in Hardware Marketing

At present, with the rapid development of the market economy, there are countless exhibitions that are numerous and numerous. In order to increase brand influence and market competitiveness, many companies are required to participate in every exhibition, and believe in the one-sided word of the exhibition organizers, and lack early investigation. In the end, the promotion of corporate marketing has a lot to do for the time being. Seriously, it will also have a negative impact, lose energy and waste money.

As for the recent exhibitions, the polarization phenomenon was serious. Large-scale exhibitions are worth noting, while small-scale exhibitions are more than false, and banging their heads is really an early implementation.

Not long ago, the author visited a domestic exhibition: temporary stadiums, rough exhibition booths, and exhibition propaganda that is a professional exhibition, but the scene of a commerce company is big to attract business. Many exhibitors called it directly. Because of the ignorance of the scene, most exhibitors rushed to catch up with each other.

Through this incident, the author believes that this is largely related to the lack of systemic thinking about the company's exhibition marketing. If enterprises want to do a good job in exhibition marketing, they must follow the three lines of “precision, accuracy, and high”.

Because of the special nature of the hardware industry, compared with general advertising and campaign marketing. This form of exhibition marketing has opened up a broader stage for hardware and electromechanical companies to promote marketing. With the continuous development of the form, content and function of the exhibition, compared with other promotion methods, the exhibition has become more and more important in the marketing strategy of hardware enterprises. For this reason, companies must know each other and adhere to the strategy of the company before participating in the exhibition. And brand promotion.

Actively prepare for the exhibition

For enterprises to participate in the exhibition, the primary goal is to show their faces. Exhibition marketing is a systematic project. Whether it is the selection of exhibitions, the design of booths, the promotion of exhibits, or the communication of customers, companies need adequate preparations. For example, the establishment of an exhibition working group and preparation of promotional materials and related communication tools. , Conduct pre-show training for exhibition site staff and understand the flow of people at the show. The marketing department responsible for the exhibition also needs to formulate an overall exhibition marketing plan and detailed implementation rules that are suitable for the actual situation of the company.

In the selection of exhibitions, due to the large number of exhibitions at home and abroad, all of them participate in a lack of energy, and there is no need for them. Therefore, the screening of exhibitions is particularly important. In general, national large-scale brand companies choose one at the time of the exhibition. It is necessary to consider the social influence of the exhibition and the driving force of the market. The second is to consider whether the exhibition covers the current key marketing areas of the company. The third is to consider whether the exhibition is suitable for the new product introduction time of the company. For regional small and medium-sized brand enterprises, the focus is on the coverage area of ​​the exhibition and the cost-effectiveness of input and output in order to obtain the maximum output with the lowest investment.

Match company brand promotion

For enterprises to participate in the exhibition, it is very important to promote the brand of the company and its products so as to expand the social influence and market competitiveness of the brand and increase the consumers’ attention to the brand and the desire to purchase. Therefore, when the company conducts exhibition marketing, Must be closely integrated with the brand promotion of the company's products.

One must do a good job of participating in the advertising campaign. Enterprises can choose to advertise the title of the show, advertise on the organizer’s website or on the ticket of the show, etc., or create prominent billboards at the entrance of the exhibition, etc. to conduct on-site publicity.

Second, we must plan the activities of the exhibition. In order to enhance the influence and appeal of the corporate brand, the on-site creative event planning will play a positive role in promoting. Such activities include both on-site promotions for companies and new product introductions for companies. For on-site promotion, companies can use a lucky draw, interactive or unique ideas to attract visitors.

It is reported that at the China International Hardware Show, large companies have collapsed in succession, and hundreds of flowers have been put on display during the exhibition, beautiful marketing, video marketing, and new product launches.

In addition, intelligence gathering is essential. The professional exhibition is a perfect intelligence gathering platform. Through the investigation and observation during the exhibition, the company can collect information about competitors, distributors and new and old customers. The company can quickly and accurately understand the status quo of domestic and foreign industries and their technologies. , product development trends, which provide the basis for the company to develop the next strategic plan.

Exhibition marketing is the only way for the development of enterprises, especially for hardware companies. Find the right exhibition, find the right exhibition, and do a good job before you can get high marks on the exhibition.