How to improve the overall level of exhibition marketing

At present, the convention and exhibition industry is booming in China, but the operation of the overall exhibition is still in its infancy. Therefore, it is necessary to learn from the successful experience of developed countries to improve the overall level of marketing in China's exhibition industry.

In the past, the industry mentioned that exhibition marketing was just a matter of organizing exhibitions. In fact, the main body of exhibition marketing included the government, exhibition companies, exhibitors, participants and even the media. The good news is that the concept of “exhibition marketing is just a business thing” is changing. For example, the current domestic government departments and the exhibition industry have reached a consensus: the exhibition city should also be operated and promoted as a product. Obviously, if a city is strengthened with ICCA (International Conference and Conference Association) and Other conferences and exhibitions, it will surely win more rights to host large-scale conventions and events.

Looking at the history of the development of the world's convention and exhibition industry, Germany, the United States, France, Singapore and other exhibition economy developed countries are actively seeking the support of international professional organizations. Some countries have global industry associations. In other words, it is crucial to have a country or city, as small as a convention and exhibition company, with the recognition and support of relevant authoritative organizations, especially for global exhibitions such as the World Expo. Even for a single company, the conferences or exhibitions hosted by the international community will be more attractive to attendees and exhibitors and professional visitors.

The successful practice of many exhibition developed countries has proved that a smooth industry management system is the basic condition for the healthy development of the city's convention and exhibition industry and overall promotion. In developed countries in Europe and America, the government does not directly participate in the organization and management of conferences or exhibitions, but provides necessary support for the development of the convention and exhibition industry, in addition to providing preferential policies, investing in the construction of venues (operated by the company itself), and subsidizing enterprises to participate in the exhibition abroad. It also assists and promotes the promotion of conferences or exhibitions by convention and exhibition companies.

Due to the limitations of industry long-term management and simple profit-oriented enterprises, the government has great obstacles in organizing joint promotion of exhibition companies and tourism companies. This can be based on the successful model of PromoS-alons. In line with the principle of equal voluntariness and large investment benefits, the establishment of a nationwide promotion consortium has made it possible to conduct joint promotion globally. Because a single exhibition company, even a strong exhibition group, does not have enough strength to establish its own network of offices in dozens of countries around the world, but dozens of exhibitions belonging to different exhibition companies put their own marketing. By pooling the funds together, an effective international promotion network can be formed. At the same time, the exhibition will be unified planning, management and promotion.

It is particularly worth mentioning that in the overall promotion of conventions and exhibitions, especially global conferences or world expositions, the exhibition department and the tourism industry often cooperate with each other, while the domestic exhibition industry (industry associations/convention companies) do this. Still very lacking. In the coming period, the domestic exhibition industry and the tourism industry may wish to make some bold attempts in joint promotion, because there are many commonalities between exhibition activities and tourism activities, which determines the city's overall promotion of destinations, the exhibition department can fully travel and travel. Departmental collaboration. Even if the exhibition company conducts marketing activities separately, it should combine the conferences and exhibitions with the city and surrounding tourist attractions and tourist reception facilities.

The conferences and exhibitions in many countries around the world have achieved great success and have a high reputation internationally, thanks in large part to the effectiveness and effectiveness of the overall promotion. After all, joint promotion can not only shape and promote the overall image of the regional exhibition industry, but also effectively organize the scattered funds, manpower and material resources, and concentrate on promoting the excellent exhibition environment in the region and a number of brand conferences or exhibitions.

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