With the subdivision of product services and fierce competition in the market, attending various specialized exhibitions to promote products has become one of the important business activities for enterprises. In the age of rapid electronic development, this trend shows no sign of weakening. The charm of exhibition lies in that exhibitors can publicize characteristics of products timely and communicate directly with target customers so as to achieve commercial cooperation in a short period of time. This can be paralleled by no other media. When attending exhibitions, some enterprises will inevitably make this or that kind of mistakes that greatly reduce the intended effect of exhibitions. Take precautions to try to avoid mistakes, and you will obtain better economic benefits. On the whole, the following mistakes are the ones that enterprises should avoid.
Before exhibition
1. Vague exhibition purposes. Some enterprises don’t have a clear mind of what to do in an exhibition. Whether to advertise a new product or to sell the mature product remains a question. A clear-cut purpose is conducive to the accomplishment of the remaining work, theme, layout of booth, and so on.
2. Neglect reading exhibitor handbooks. An easily understood handbook can be your guide during the exhibition. There are everything you want to know– schedule, registered orders, exhibitor information, exhibition instructions, transportation services, housing information, promotional information and so on.
3. Neglect staff training. Enterprises spend much time, money and energy organizing exhibitions, but the staff who participate in the preparation work of exhibitions are probably neglected. In fact, they are envoys sent by enterprises, thus it is a must for them to understand why they attend exhibitions, what they are going to do, and what result they are expect to gain. It is also a must for enterprises to establish a united and professional image.
During exhibition
4. Lack brand awareness, market awareness, and modern consciousness. What is brand awareness? It means to select a brand and product of high quality to an exhibition. The so-called market awareness is to find out local market conditions and select marketable products. And modern consciousness means the layout of an exhibition must go with the contemporary aesthetic trend.
5. Not familiar with the presentation of a product. Many exhibitors are not familiar with the equipment in an exhibition hall, and have no idea how to present a product. Persons in charge of the exhibition should communicate with their staff in time.
After exhibition
6. Neglect the work after an exhibition. There is a chance for enterprises to neglect the work after exhibition as they always regard exhibitions as an isolated activity. In order to effectively start the sales work after exhibition, a timetable should be made.
7. Neglect evaluation of an exhibition. An enterprise should have a clear knowledge about how it has performed at an exhibition in order to have a better performance and select a better exhibition in the future.
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