How To Make Clothing Exhibition Marketing Really Play A Role

With the sweep of various exhibitions exhibition It has become an important stage for domestic brands to show their brand image, look for commercial springboards and discuss fashion trends. The peak period of the industry exhibition in spring has just passed, and it is approaching the concentration period of the exhibition in the second half of the year. In the face of more and more exhibitions of various titles, we often see that many enterprises are puzzled by the coming invitation to exhibitions. Should they attend the exhibition? What benefits can exhibitions bring to enterprises? How to make full use of the exhibition to spread the information of enterprises if participating in the exhibition? How to compete with powerful rivals? This brings about a problem: how to really make the exhibition work.

For exhibition marketing planning, there are generally two different views and practices in enterprises: some enterprises, including well-known large enterprises in China, are still unable to break away from extensive marketing management, often rush to meet the challenge, exhibition marketing lacks targeted purpose, planning organizations are still in the stage of imitation, lacking unique style of their own brands Deep research, development and innovation of unique sales propositions; The other kind of enterprises have formulated strict, even harsh exhibition marketing plans to guide their work early before the exhibition. But most of the time, the original planned work is out of touch with the current affairs background, consumption demand and social trend of the exhibition at that time; Therefore, the effect of the exhibition is greatly discounted. After analyzing the reasons, we believe that the reasons why exhibition marketing did not play its due role are mainly concentrated in the following aspects:

1、 Lack of scientific and effective marketing work planning. In the face of numerous exhibitions, we failed to select the exhibitions that were timely and appropriate to match the enterprise's marketing plan, or even rushed to participate blindly.

2、 Lack of strategic planning, only treat exhibition marketing as a transactional work. To participate in the exhibition. What is the ultimate purpose of the exhibition? To whom will the exhibition spread information? How to attract target audience at the exhibition? How to win the communication of rivals? None of them were considered in depth.

3、 In the process of organizing and planning the exhibition, there is a lack of good communication between the internal decision-making management level and the executive level of the enterprise, and between the enterprise and outsourcing units. This has caused the deviation in understanding the organization mode and purpose of exhibition planning. For example, the products and brand culture that the enterprise wants to promote are out of touch with the style of booth construction and the way of event organization.

4、 While formulating the budget, it overestimated the return of the exhibition effect. Cause the incoordination between the exhibition input and output ratio. A bad phenomenon in recent domestic exhibitions__ Comparing with each other, booth construction and event organization are always striving for greatness and luxury, while ignoring the performance effect of the exhibition itself.

Review the exhibition Marketing Some enterprises that have done a good job always have some common characteristics, which is why these enterprises can really play the role of exhibition marketing in the exhibition. The first step of exhibition marketing planning is to analyze the advantageous resources (products, information, technology, services) or needs of the enterprise according to the company's development plan and marketing objectives, then carefully select the right exhibition promotion at the right time, and finally consider how to surprise the resources from the perspective of planning. This is a basic idea of the overall work. For example, at the 12th Beijing China International Clothing and Accessories Fair (CHIC2004), Fujian Qipai Men's Wear made great achievements in this way. Examining the whole process of its organization: In the second half of 2003, Qipai developed "Zhonghua Liling" series of innovative products in combination with the brand's own cultural aspirations, and carried out cultural extension of other existing products, realizing the perfect integration of the essence of Chinese traditional culture and fashion. At the same time, in order to let more people know about the brand new Qipai with Chinese traditional culture, Qipai chose CHIC, the largest in Asia, as the promotion media when formulating the marketing promotion plan; When considering how to stand out from a strong competitive team (European exhibition group, Wenzhou exhibition group) and how to attract target audiences, Qipai subverted the tactics used by previous exhibitors - who is bigger in scale and more European in style, chose a booth with better location but not large in area, and played the theme of "fashion China". The design of the booth, the planning of activities and the style of the products on display are integrated, combining Chinese culture and integrating the elements of innovation and fashion. The innovation of products, activities and booths has changed the past history of no innovation or pure imitation of European and American ways in the pursuit of men's clothing in China. In the whole "European fashion", the unique "Chinese fashion" has attracted countless eyeballs. Compared with other booths, it is cold and quiet, and the seven brand booth is too full, which even makes the organizing committee worried about its safety. This may also be another news at the exhibition. Of course, in fact, Qipai won more than a "lottery" at this exhibition. It has achieved very good results in terms of brand promotion, brand reputation improvement, investment attraction, etc., and really achieved the goal of spending less money to do great things.

Secondly, the implementation and organization of the exhibition plan should be flexible, including thinking about future changes and competition, and necessary feedback and adjustment mechanisms. For example, in CHIC 2003, the Seven Wolves adjusted the original exhibition plan in combination with the current event of the US Iraq War, which was a public concern, and created the theme of "war and peace". They firmly grasped this in terms of commodity design, exhibition hall design, layout, etc., and also achieved remarkable results.

Finally, the exhibition organization should have a strict process and division of responsibilities, and a special person should be responsible for the project, emphasizing the coordination within the enterprise and the coordination between the enterprise and outsourcing units. I often hear some business owners complain that the original idea is this, but the booth and activity plan given to me by the outsourcing company is out of touch with the brand and products, and the change plan is impossible due to the time pressure, which makes the business owners feel frustrated; The internal organization of some enterprises is so loose that the information that should be collected at the exhibition was not collected, and the promotion that should be done was not done well.

In general, exhibition marketing is a relatively complex work project, which can play a real role only through careful and right planning, surprising and successful promotion mode, scientific division of labor, and rigorous implementation.