Children's furniture manufacturers The company's Health Equipment Co., Ltd. mainly produces kindergarten furniture, outdoor children's slides, kindergarten toys, fitness equipment, outdoor development equipment, naughty Fort, etc., is a design, production, sales, after-sales as one of the science and technology enterprises . Website:. Advisory telephone. The company's pleasure and dedication to serve you! Factory address: No. 16, Chuangqiang Road, Lucheng District, Wenzhou City Light Industry Park.
How does a furniture company get out of the misunderstanding of continuous participation?
Exhibitors are an important channel for enterprises to increase their visibility, find customers and partners, and strengthen upstream and downstream exchanges and sales of products. Since China has had its own exhibition, it should be said that the furniture exhibition has undergone earth-shaking changes, and the Chinese furniture industry has grown stronger. The overall improvement in product design, quality, brand, etc., and the expansion of international trade have played an invaluable role. It can be said that numerous furniture companies have grown up with exhibitions at home and abroad. The exhibition has become an important barometer of company strength and market status virtually. Therefore, the importance of exhibiting to companies is self-evident.
However, many furniture companies have many misunderstandings as to why they want to participate in the exhibition, the form of their participation, the intangible value and tangible value of the exhibition, how to achieve the purpose of the exhibition, how to achieve the purpose of the exhibition, etc. There are many misunderstandings and companies that can be well studied and carefully deployed. There are few.
I. Strong and vigorous before the exhibition, after the show
Many companies are fully mobilized before the show, they are fully fanfare, night lights before the show, continuous operations, and assaults and proofs; exhibitions are greeted with enthusiasm for food, drink, and hospitality for potential dealers, and product launches and marketing conferences are held. Others, such as bombardment lobbying, persuaded customers to place orders, open franchise stores, etc.; the temperature dropped significantly after the show, and problems followed one after another. Once the dealers joined, the follow-up service and product supply were far worse than the previous promises and distribution. The relationship between the business is steeply descending... These "post-show syndromes" are very common, leading to a decline in corporate reputation, loss of dealers, and unbalanced inputs and returns. The effect of the exhibition is greatly reduced. From this it can be seen that enterprises do not make enough preparations for exhibition preparation, exhibition services and post-show tracking. They do not fully prepare for production, technical system construction and production capacity. Even if the exhibition is very sensational, it is difficult to achieve. The value of exhibitors.
Second, lack of systematic training before the exhibition, full of loopholes in the exhibition
At the exhibition, we found that some marketing managers and marketing staff were not very clear about the purpose of the company's participation. They could not tell the specific purpose of the company's participation and the goals they wanted to achieve; they were not very familiar with the new products to be exhibited and could not accurately communicate new products. The basic information such as model number, characteristics, positioning, and price will not play a positive role in the promotion of new products; the information between different departments is not equal and cannot respond quickly to the systematicness, coordination, and uncertainty of exhibition work. And processing, such as marketing do not understand product design intent; do not know the rules and requirements of marketing do not know the design; do not know the division of labor to do the reception, do not know who to find the problem, leading to chaos in the exhibition as the battlefield. As a judge, the writer frequently encountered the situation. When viewing the participating exhibits in the company's exhibition hall and asking where the exhibits are located, what are the characteristics of the exhibit? When there are any characteristics, the staff of the exhibition halls of many companies are unclear, even I don’t know anything about this, or I can’t ask for help for a long time, and I’m not able to ask questions. This has led companies to lose their qualifications for awards. Some business people lack the spirit of ownership, they manage their own areas or businesses, and they cannot serve customers in all directions, causing losses to the company. ......
The above situation shows that there are many blind spots in the daily work of the company. Before the exhibition, there is no corresponding early warning system and no corresponding training on how to deal with these issues.
Third, the exhibition is outdated, there are misunderstandings in branding
In the exhibition, visitors to or from the exhibition wanted a business card or left an address. After the exhibition, they basically did not effectively organize, classify, and analyze, nor did they track and contact each other after the show to find valuable customers. This lack of success has made the exhibition very ineffective. In foreign exhibitions, we often see foreign furniture companies do a good job of tracking the follow-up work, and will keep in touch with visitors or customers.
Many exhibitors’ product manuals are still very traditional. Many of them are only aesthetically pleasing and artistic. They ignore the systematicness, functionality, and convenience of the manuals. They are often not manuals for the product's overall framework and product features, but only the individual display of a product. Many customers lost their products after they took it out, so that the promotional materials did not play their due role. There are fewer companies using CD-ROMs or USB flash drives (customers are easy to carry and can use, and they are more likely to achieve the effect of communication and memory), and if so, packaging and image design are also poor, and they cannot match the size and brand of the company; Corporate brand communication often lacks unity and focus. For example, some companies in the exhibition area spread the name of the company, but the company spread in the market is the name of the brand, such as "Procter & Gamble" and "Hai Fei Si", "Tian Cheng" and "Red Apple" relationship. The author believes that during the exhibition, companies should strongly promote the name that has become the focus of the company name or brand name, the two can only choose one, can not be seen. For example, "Red Apple" has become a household name, and the company name "Tian Cheng" is rarely known. Therefore, the spread of "Red Apple" can maximize the brand's effectiveness. Tiancheng companies have always done so, so "red apples" have such a wide range of popularity and reputation in the market. However, many enterprises are not well-controlled, self-confusion, and weakened brand communication. The cart before the horse is upside down. The reasons are still not clear about the purpose of the exhibition. The more names the better, the lack of focus and strengthening.
Fourth, the old-fashioned marketing tools, urgent need to introduce new
The exhibition is a "mirror" of the market. The market has undergone great changes. Marketing channels, marketing objects, marketers, marketing services and quality, and marketing methods are undergoing significant changes. Celebrity endorsement is outdated, beauty marketing is not working, brigades show is not effective ... ... those commonly used tricks are outdated for today's customers, and perhaps the scene is very sensational, but still did not remember the company after the bustling, but Remember the beauty's name and look. The marketing method is important, but it is more important for companies to work hard on the quality of products, services, and exchanges in order to truly achieve the purpose of the exhibition.
V. Exhibitors should not be greedy, greedy and greedy
At present, there is a flooding trend in any exhibition in China, and the furniture exhibition is no exception. Therefore, it is recommended that enterprises should wisely choose the locations of exhibitions, types of exhibitions, and the number of exhibitors according to their own product characteristics, current capabilities, market positioning, and other limitations. They should not be greedy and greedy, and strive to achieve “less is moreâ€. "Small is big," try to consider participating in some well-known professional exhibitions, such as office furniture exhibition, woodworking machinery exhibition, civil furniture exhibition, cabinet exhibition, door exhibition, floor exhibition and other professional exhibitions at home and abroad, so as to achieve a multiplier effect.
6. In summary, exhibitors must not be caught in the misunderstandings mentioned above. They hope that companies can do enough on "software construction" because this is the common weakness of exhibitors.
Be sure to analyze the market, products and competitors before participating in the exhibition; make overall planning, organization, layout and evaluation of the exhibitors; perform comprehensive training and standardization for the exhibitors; set out clear objectives for the exhibition and methods for achieving the goals , approach and strategy; do a good job of pre-technical preparation and product design and production of exhibited products; do a good job of tracking and servicing the exhibition during and after the show, and collect and evaluate the results in a timely manner to respond positively to the strategic adjustment of the company. In order to achieve the real victory in the exhibition.
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