How Can China'S Convention And Exhibition Enter The Brand Age?

In line with the new normal economic situation in China, China's Convention and exhibition economy has also been developing from a high speed to a new normal.

As international exhibition giants such as Milan and Hannover enter China through merger and acquisition cooperation, the international competition of exhibition industry will become more and more intense.

In this economic form, how to integrate exhibition channels and integrate new channels to carry out exhibition marketing, improve the exhibition quality service and create a strong international competitive brand exhibition will become an important challenge for the future development of the industry.

A brand exhibition with good reputation will also play an inevitable role in marketing promotion.

A comprehensive and strong exhibition marketing promotion is complementary to the brand exhibition.

With the vigorous development of the Internet and mobile new media, China's Convention and exhibition industry will enter the era of brand integration and the integration and marketing of the new Internet media.

How can the exhibition and marketing methods of the Internet new media promote the brand image creation and dissemination of the exhibition? A professional exhibition that has provided the professional agency for the exhibition and marketing solution of the Internet new media for over 160 exhibitions, has recently shared a professional view in the interview with the author.

As far as traditional brand promotion is concerned, it is the premise to popularize the CI identity recognition system (idea, behavior and visual identity system).

Some exhibition companies believe that a unified exhibition LOGO, positioning the concept of exhibition services culture created the identification image of the exhibition brand, but ignored the issue of the unified output of the exhibition brand image in the exhibition promotion.

In the Internet era, the habit of people's information acquisition channels has changed. The official website of the exhibition and the official social media platform of the exhibition have become the main entrance of the audience to understand the brand information of the exhibition.

Pan Tao, marketing director of micro exhibition, said: "whether it is the official website of the PC exhibition, or the WeChat mobile micro site, it creates visual, functional and authoritative website images, including the overall visual design of the website, the optimization of the functional modules to the website content, and the output of the overall exhibition image will affect the customers' first impression and trust on the brand.

Because the audience's recognition of brand image is based on its trust in brand.

At present, many exhibition enterprises have not paid enough attention to this.

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With the rapid development of the market, audiences and exhibitors' habits of acquiring information are becoming more diversified and fragmented.

The exhibition brand communication is achieved through the exhibition information pmission at each contact point. In the promotion of the exhibition, it is necessary to expand the exposure information of the contact points and continuously carry out the exhibition brand communication, so as to enhance the audience's awareness of the exhibition brand.

In recent years, traditional marketing methods such as direct mail and telemarketing are being subverted. More and more exhibition companies are trying to combine multiple networks.

Exhibition marketing.

Japan

Shenzhen international home textile and home decoration exhibition, China International Pet aquatic products exhibition, China Yiwu International Commodity Fair, China Franchise Exhibition, China International Dairy exhibition and high-level forum and other first-line exhibitions, through the soft exhibition marketing, SEO promotion, EDM marketing, event marketing, social media marketing and other new media marketing tools to carry out exhibition marketing, through multi-channel, multi means, multi angle exhibition brand information exposure, to enhance exhibitors and spectators' recognition of the exhibition brand.

Meanwhile, Pan Tao, the marketing director of the exhibition, reminds us: "the exhibition brand image building and dissemination is only the mission of brand value output.

To pform brand value into consumer behavior, that is, to achieve exhibitors' and audience's exhibitors' visiting behavior is the ultimate goal of exhibition marketing.

In the era of information explosion which is easily distracted by the audience, exhibition enterprises need to build a 24 hour social media platform for information dissemination. By continuously providing quality related content, they can create social media activities that promote multi-party interaction and enhance the brand reputation of the exhibition, in order to effectively promote brand value conversion.