I suggest we should get ready for an exhibition in the following aspects:
1. Choose Exhibits: Exhibits are the most important factor that can help exhibitors to impress the viewers. According to incomplete statistics, the impression of attractive exhibits accounts for 39%of the viewers’ impression of the exhibitors. Therefore, choosing exhibits should be given special attention to. The principles of choosing exhibits are as follows:
A).Targeted exhibits should conform to pre-determined purposes, principles, and political contents;
B). Representation– Exhibits must reflect the high-tech, productive capacity and characteristics of exhibitors;
C). Uniqueness– Exhibits must have their own unique features so as to help viewers to tell them from others.
2. Display Methods: In most cases, an exhibit itself can not explain all its performances or show all of its features. Therefore, it should be explained, emphasized or exaggerated with the help of other external materials or equipment. Besides, remember to prepare some small samples packaged to send out free to viewers. All these are intended to arouse the interest of viewers and increase their desire to purchase.
3. Booth Design: It seems superficial that booth design should focus on aesthetic tastes only. In fact, booth should mainly reflect the images of exhibitors and help to attract the attention of viewers. Thus, we must pay attention to the following:
A). Booth design should coordinate with the trade climate;
B). Since booth design serves only as a background against exhibits, it should not outshine the latter.
C). Booth design should take the public images of exhibitors into full consideration. Therefore, it must not be too avant-garde;
D). When designing a booth, such basic functions as display talks, consultation and rest should not be overlooked.
4. Staffing: the key of an exhibition. Consider from the following four aspects:
A). Select proper staff according to the nature of an exhibition;
B). Decide the number of staff according to the work load;
C). Pay attention to the basic quality of staff;
D). Strengthen the training of professional knowledge and understanding of product performances such as expertise, demonstration methods and so on. Booth personnel should possess the characteristics of exhibitors and respond to possible circumstances at an exhibition in a flexible way. For public consumer goods, they should strive to establish a consumer brand image and develop their affinity, vigorously marking their differences from other products and highlighting their technical breakthroughs.
5. Customers invitation: It will be pretty good if there are many customers attending an exhibition. However, sometimes the attendance rate turns out very low. So exhibitors should not only wait passively for customers to come, but also actively invite them. We can call on customers or attract and invite them through the media, advertisement, on-site advocacy, and other means of information dissemination. In short, we must take initiatives.
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