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展览行销是一种促销活动,涉及的重要因索甚多。办好参展工作的窍门在于如何执行与协调各有关部门间的活动,在企业日常工作正常运转的同时,使得企业参展的工作人员全力投入展览筹备工作,因此,需要制订参展策略并按此督促执行。 参展活动基本可按四大策略执行:①展前促销策略;②摊位设计策略;③展览现场促销策略;④展后追踪策略。以上各项策略由设定参展主题与活动计划来加以统合,方能和谐进行。
Exhibition marketing is a promotional activity that involves many important factors. The trick to running an exhibit is to implement and coordinate the activities of the relevant departments. While the daily work of the company is running normally, the staff of the participating companies are fully committed to the preparatory work for the exhibition. Therefore, it is necessary to formulate an exhibiting strategy and urge them to implement it. . Participation activities can be basically implemented according to four strategies: 1 pre-show promotion strategy; 2 booth design strategy; 3 exhibition site promotion strategy; 4 exhibition tracking strategy. The above strategies are integrated by setting the theme of the exhibition and the activity plan so that they can be conducted in a harmonious manner.