(I) Introduction
The content of the introduction is generally an introduction to the exhibition to be participated in, a market analysis of the exhibits, and the purpose of the company’s participation in this exhibition or the expected goals to be achieved.
(II) Exhibition time, location and personnel arrangement
The time and location of the company’s exhibition are the time and location of the exhibition.
The arrangement of the exhibitors should be introduced as detailed as possible in the plan, such as the general person in charge of the exhibition, the exhibition training personnel, the work guidance of the exhibitors and the on-site personnel (reception staff, translators, consultants), etc., all of which should have a clear division of labor, and some exhibition disciplines can also be attached.
(III) Exhibition background
When analyzing an exhibition, you can start from the following aspects:
(1) Professionalism: You can understand the exhibition situation from the aspects of the exhibition’s professionalism, authority, brand and internationalization. For example, you can learn about the scale of the previous exhibition, the number of exhibitors, the number of Chinese companies, the number of overseas visitors, etc. from the official website of the exhibition.
(2) Exhibitor composition: Which companies are participating in the exhibition and which companies are the company’s competitors. Then, the company’s exhibition plan can be appropriately adjusted according to the theme, scale, content and purpose of the competitors’ exhibitions.
(3) Media: Which media will participate in this exhibition? Can new media be used for publicity to ensure the exposure of the company and its products?
(IV) Purpose of the exhibition
The purpose of the company’s exhibition is generally to promote the company’s brand, seek partners, expand end customers, and have a deep understanding of the market’s information dynamics, national policies, and market demand. Therefore, in the plan, the purpose of the exhibition should deeply analyze the matching degree between the company’s products and the exhibition, the matching degree between the products exhibited at the exhibition and the company’s brand positioning, etc., to help the company market its products and warm up for future channel expansion.
(V) Pre-exhibition preparation
Determine the preparation of materials, production of exhibits, transportation and other work that are compatible with the exhibition to be participated in.
(VI) Exhibition Budget
The contents of the exhibition budget mainly include promotional expenses, personnel expenses, booth expenses and exhibit transportation expenses, etc. The relevant budget expenses need to be preset as accurately as possible in the plan.
Exhibition is a relatively complex business activity. It is necessary for enterprises to prepare a detailed exhibition plan before participating in the exhibition. With the plan, the work will have clear goals and specific steps, which can effectively reduce the blindness of the exhibition and maximize the benefits of the exhibition.