At an exhibition, if exhibitors can cleverly organize some activities to have interactions with viewers, it will be conducive to their accumulation of popularity. It is also the best time to promote products and project enterprise images. In order to make full use of the two or three days’ exhibition time, space management and planning of activities are of great importance. Past experience shows that some staff of Chinese enterprises feel somewhat exhausted right after the preparatory work of an exhibition. As a result, once the exhibition begins, some domestic exhibitors will assume that their work has been done and viewers are to be left to visit on their own.
Activities on the scene can help enterprises take the initiative. Domestic exhibitors need to carefully manage such issues as how to attract visitors, how to deliver small gifts, how to identify potential clients, and how to arrange the time for the introduction of products. For example, during some large-scale exhibitions, some manufacturers of great influence in the United States will conduct activities on the scene. In order to compete with their rivals, some even arrange the introduction of new products together with the free-drawing activities. It is also important for the moderator to control viewers’ emotions. If there is only a dry technical staff member trying to describe products, there will be no viewers. Other layout details such as lighting also play the key note. Furthermore, some American enterprises will put some candies on the booth. Viewers may feel free to help themselves and they may feel relaxed and gain a sense of closeness at the same time. If Chinese exhibitors can bring some candies and candy containers of Chinese characteristics all the way from the other side of the earth, which, though, is not a big deal, the effectiveness of EQ may better be demonstrated than that of IQ.
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