A copy of the online exhibition
Brief Introduction of Copywriting in the Preparatory Stage of the Exhibition China I. Concept of Copywriting in the Preparatory Stage of the Exhibition Part I: Preparatory Stage:
Copywriting in the preparatory stage of exhibition refers to the agreement to determine the theme of exhibition, collect information and plan exhibition projects. The project has been prepared in advance, and all the copywriting is done before the official opening of the exhibition.
Secondly, the type of the preparation stage of the replication exhibition: ordinary.
Copywriting exhibition includes project planning book exhibition in the preparatory stage, project feasibility study report of exhibition project, exhibition brochure, exhibition activity, hunting letter, exhibition progress, audience invitation letter, exhibition contract, exhibition plan, exhibition budget, exhibition promotion scheme, advertisement and so on. Copywriting practice
In the preparatory stage of the art festival, I wrote the Exhibition Project Plan.
(A) the concept of "fair project plan": the so-called
Exhibition project planning is to design the basic framework of the exhibition according to all kinds of information in the pre-planning of the upcoming exhibition, including: name and exhibition location, exhibition organization, exhibition time, exhibition scale, exhibition location, floating scheme, promotion investment scheme, exhibition schedule and so on. Site management plan, planned activities, etc.
Exhibition Project Planning Book is the exhibition planning, strategy and method for planning and organizing a new exhibition, which is the content summarized above.
(b) Contents of the project plan showing the structure:
The comprehensive Exhibition Project Plan mainly includes the following contents: 1.
Analysis of exhibition market environment: including theme exhibition, situation analysis, industry and market analysis, relevant national laws and policies analysis, exhibition related analysis, market analysis and other exhibition hall analysis. Page 2 introduces the basic framework of the exhibition: the exhibition includes the name and place, the organization holding the exhibition, the exhibition, the exhibition time, the exhibition frequency, the exhibition scale and the exhibition positioning. Page 3, Fair Price, Preliminary Budget Plan.
4. exhibitor's division of labor scheme.
5. Exhibition invitation plan Page 6, Exhibition investment plan.
7. Exhibition promotion plan.
8. Prepare the exhibition schedule.
9. Arrangement of exhibition service providers.
10, and manage the opening of the exhibition site scheme.
1 1, related activities were planned during the exhibition.
12, a fair solution.
Based on (c) the writing requirements of the exhibition project planning book:
1. name display name
The exhibition generally includes three aspects: the definition part and the basic part of industry recognition. For example, the "93 China Import and Export Fair", if the participants are seated according to the above three contents, the base part is the "Fair", and the symbol of China and the "93" industry is "Export".
The following three elements are explained: the basic composition of electrons: indicative nature and display characteristics. Commonly used words are: exhibition, exhibition, exhibition, trade fair and festival.
Define the components: the exhibition organization explains the time, place and nature of the performance. Convening time
There are three ways to show the exhibition: one is to show it by "times". The second is represented by "year" and the third is represented by "peak season". Such as the 3rd Dalian International Fashion Festival, Guangzhou Expo in 2003, Frankfurt Environmental Expo, etc. Among these three ways, "th" is the most common one, which emphasizes the continuity of holding art exhibitions. Only the representatives held by the general Year are displayed. The positioning of the exhibition name is also reflected in the third Dalian International Fashion Festival "In Dalian" at the exhibition.
The name of the exhibition embodies the nature of the theme words "international", "world", "country" and "region". As the third Dalian International Fashion Festival, "international" means that the program is an international exhibition.
Industry logo: used to indicate the theme of the exhibition and the scope of exhibits. As the third Dalian International Fashion Festival, Costume called this exhibition an exhibition for the clothing industry. Industry identification is usually the name of an industry, or an industry in a specific product category. Page 2, Location
Planning and selecting exhibition venues includes two aspects: anywhere, and the second is the exhibition hall where the first exhibition will be held. Put it anywhere.
Planning and choosing an exhibition is to decide which country to hold the exhibition in and which city or province to hold it. Among them, the exhibition was held in the auditorium of a specific location.
Planning selection display. The possibility of combining the exhibition with the exhibition theme and the positioning of the fair in the exhibition hall. In addition, in the specific selection of exhibition halls, whether the use cost and extension layout of the large and small exhibition halls meet their requirements, and how the exhibition halls themselves, facilities and services are affected. Page 3, Exhibition Organization
Exhibition organization refers to the organization responsible for exhibition, planning, investment promotion and other related units and exhibitions. The exhibition mechanism can be enterprises, trade associations, government departments and media.
According to the role of each unit in the exhibition, there are roughly the following types of exhibitions of exhibition institutions: organizers, contractors, co-organizers and support units.
Organizer: The exhibition has successively assumed the main responsibilities of the exhibition unit. Organizer of property law at the exhibition.
Organizer: directly responsible for the planning, organization, operation and management of the exhibition, and bear the main financial responsibilities of the exhibition unit.
Organizer: Assist the organizer or organizer to be responsible for the planning, organization, operation and management of the exhibition, and partly undertake the work of inviting exhibitions, attracting investment and promoting the exhibition. And supporting units: exhibition organizers or exhibition planning, organization, operation and management, or breeze organizers and exhibition units supporting investment promotion.
4. Exhibition Time Exhibition
When was the exhibition planned? The meaningful time of the exhibition includes three aspects: the specific date of organizing the first exhibition. Secondly, it refers to the date of showing and removing the support. Third, the exhibition refers to the opening date of the audience. time
There is no uniform standard for the development of length, depending on the specific events. Some exhibitions may last a long time, such as the "World Expo" flipping for several months or even half a year; The expansion of professional trade exhibitions, which account for the vast majority of the exhibitions, generally takes 3-5 days.
5. Exhibition
The range of exhibits in the exhibition is determined according to the advantages of programs and activities, the advantages and disadvantages of development institutions and other factors.
According to the orientation of the exhibition, the range of exhibits can include one or several industries, and also one or several industries with product categories. For example, the range of "Expo" and "Fair" exhibits is very wide, such as "exhibits in more than 654.38 million expositions", which are almost all-encompassing; There are few related industries, only the exhibits of Frankfurt International Auto Show in Germany. Page 6, Spread Spectrum
Exhibition frequency refers to holding exhibitions many times a year or once every few years or irregularly. According to the actual situation of the convention and exhibition industry, the exhibition lasts for one year at most, and about 80% of the performances in a year are held every two years, and many exhibitions have been held. There are fewer and fewer exhibitions. Limited by the characteristics of the industry where the exhibition is located
Determination of the theme of frequency exhibition. We know that almost every industry's products have a life cycle, and the frequency of product life cycle has a significant impact. Investment and growth of products
Now is the golden period for enterprises to participate in the exhibition, so we should firmly grasp these two periods in the expansion of exhibition frequency.
7. Exhibition scale
The exhibition scale includes three meanings: first, the exhibition area, second, the number of exhibitors, and third, the number of tourists visiting the exhibition. When planning an event, these three aspects should make predictions and plan performances.
When planning the exhibition scale, we should fully consider the characteristics of the industry. The exhibition scale of the audience will also be limited by quantity and quality.
8. Positioning
Generally speaking, exhibition is a process of clearly positioning "what" and "what" for exhibitors and audiences. In particular, this program shows the resource conditions and market positioning competition according to its own body, and through the differentiated competitive advantages established and developed by the exhibition, exhibitors and audiences have formed a distinct and unique impression on holding their own exhibitions.
The exhibition location shows clear target exhibitors and audiences, and the target exhibition theme. 9.
Display price and preliminary budget display
Price introduction booth rent is to set a suitable price. Booth prices often include indoor exhibition area prices and outdoor exhibition area prices. The price of indoor exhibition area is divided into sky-high price and standard sky-high price.
When setting the exhibition price, the principle of "the best price is the highest" is generally followed, and the prices of food stalls that facilitate the flow of tourists and display are often higher. It shows that the initial budget is to hold various exhibitions and trade fairs, and the expected income is the initial budget of the cost.
It is very important to hold an exhibition in the planning exhibition hall and determine the appropriate price for the performance according to the market situation in order to attract exhibitors to participate.
10, Personnel Division, Exhibition Investment Promotion Plan, Personnel Division Plan, Breeze Plan and Investment Promotion Plan are the concrete implementation plans of the exhibition, which are obtained through the concrete implementation of these four plans.
The plan of the personnel department is to show the overall arrangement of employees' work. We mainly plan various strategies, measures and methods to attract exhibitors. The investment plan is mainly a variety of strategies, measures and methods to attract tourists to visit the exhibition. The revitalization plan is to build a brand, establish a fair image of the exhibition, and show the cool breeze and investment services.
1 1, exhibition schedule, site management plan and related activities planning.
The total time on the exhibition schedule is used to show the recruitment, investment promotion and division of labor of the exhibition. This is obviously what we should do and work hard on the stage in the process of organizing the performance until it is successful. If you arrange the screening time, you can prepare for the exhibition in an orderly way. All kinds of scheduling for the opening of the exhibition site at the exhibition usually include the opening of the exhibition project, the management scheme of the exhibition site, the registration procedures of visitors and the effective management of the demolition scheme.
Website management plan. On-site management and scheduling are good, and exhibitions will be organized to present a good order.
The activity plan related to the exhibition is related to the schedule of preparatory activities held during the exhibition. The most commonly used technical exchanges, seminars and exhibitions-related activities and various performances held in the same period are beneficial supplements to the exhibition. concept
Secondly, in writing.
(1) Feasibility Study Report of Exhibition Project and Projects Shown in Feasibility Study Report
Completing the "Exhibition Project Plan" does not mean that the project exhibition can be held. A preliminary plan has been made for the project as the theme of the exhibition. Whether the scheme can really suppress the scheme and whether it is feasible is also the feasibility analysis and scheme of the exhibition project. The feasibility analysis must consider the conclusion and other factors, and the final decision is whether you can maintain the ultimate foundation of the exhibition.
The feasibility study report of the exhibition project of this project is the basis for the feasibility analysis of the completed exhibition project. Show the feasibility study of the planned project and continue to show the project. The projects displayed in the master plan are mainly based on all kinds of information, and the "what" of the exhibition is initially planned; The feasibility analysis of exhibition project is based on careful study of various information and in-depth analysis of the project fair, and it is feasible to put forward the scheme of "holding exhibition". If the exhibition is finally held, it will provide scientific basis for decision-making if
When the exhibition project has passed the feasibility analysis scheme and demonstration scheme, the exhibition market conditions are available, the project has vitality, the implementation schemes of various schemes are reasonable, the project is economically feasible, has certain social benefits and less risks, and can be planned and decided with the organization of the exhibition.
Content Structure of Feasibility Study Report of Exhibition Project
The feasibility study report of exhibition project should provide an evaluation and explanation system for the feasibility of the project, improve each specific implementation of the final approval procedure of exhibition project, and provide a better basis for planning and consultation. Therefore, the feasibility study report of the project exhibition includes the following contents: 1.
, market analysis
(1) The macro environment includes population environment, economic environment, scientific and technological environment, political and legal environment and social and cultural environment.
(2) The micro-market environment includes: the internal environment of the exhibition organization, target customers, competitors, market intermediaries, service providers, companies, etc.
(3) Comprehensive evaluation of market environment: SWOT analysis, that is, analysis of internal strengths and weaknesses, internal and external opportunities and external threats. Page 2 shows the project analysis.
(1) vitality of project development: Through the analysis of industry, market space, geographical space and space policy, the organization of exhibition space is feasible.
(2) Competitive events: The exhibition contains positioning demands. To be a brand influence development organization, which constitutes exhibitors and audiences, exhibition prices and exhibition services.
(3) Advantages and disadvantages of convention and exhibition organizations Page 3, analyzes the basic framework of convention and exhibition implementation.
1) plans to conduct evaluation, including:
(1) The name of the exhibition conflicts with the scope of exhibits and the orientation of the exhibition.
(2) whether the exhibition time has the frequency characteristics of exhibition routes and industries.
(3) Whether it is the exhibition industry of the exhibition hall and the organization of the exhibition scope.
(4) the scale and location of the exhibits in the exhibition industry, as well as the possibility. The possibility of an exhibition of this scale and place is within the scheduled time.
(5) Exhibition organization.
(6) The range of exhibits in the exhibition is familiar to the industry where the institution is located.
(7) Whether there is any conflict between the scale positioning of the exhibition and the exhibition. Page 2) and investment project evaluation
(1) fluttering in project evaluation (2) investment project evaluation (3) promotion project evaluation.
3. Financial analysis of participating projects
(1) Price Location -(2) Organization
General cost forecasts for performance costs include:
1) exhibition venue fee. Then rent the exhibition venue, all the expenses incurred. These expenses include: rental of exhibition venue, air conditioning fee for exhibition hall, special installation fee for floor, standard horizon fee structure, carpet fee for exhibition hall, and overtime pay for booth construction. Page 2) shows the promotion cost. Including advertising and promotion, exhibition design and printed materials, postage information and the cost of press conference. Page 3) Breeze and investment cost.
4) Including costs related to movement. Including technical exchange, seminar and exhibition opening ceremony, guest reception, reception, exhibition site layout, gifts, please show me the cost of temporary personnel and so on.
5) Office expenses and personnel expenses. 6) Taxes 7) Other unforeseen expenses
(3) organization
Fair income generally includes income forecast:
1) booth fee income 2) ticket income 3) advertising and corporate sponsorship income
4) Other related income 4) Breakeven analysis 5) Cash flow analysis
1) net present value 2) ratio 2) net present value 3) profit index 4) internal rate of return
5. All kinds of risk prediction
(1) Market risk (2) Operational risk (3) Financial risk (4) Cooperation
6. Risks, including whether the above-mentioned exhibition problems exist, the feasibility analysis of the project, and the feasibility analysis of other problems that may affect the exhibition.
Step 7 improve
Suggestions include showing the problems existing in the improved planning proposal project and pointing out the successful direction that should be shown. 8. In the direction
Strive to organize the exhibition according to the purpose and goal of the exhibition. Based on the above analysis, aiming at the existing problems, other conditions that need to be operated are put forward, and the direction that needs to be worked hard is pointed out.
China
Supplement:
(three) written request "feasibility study report of participating projects".
The decision of the exhibition organization whether to hold an exhibition is an important basis for the Feasibility Study Report of Project Exhibition. Therefore, the written materials of the feasibility study report of the project exhibition must be really good, objective, scientific analysis and accurate and rational judgment.
1, market environment analysis
Market analysis is the first step in the feasibility analysis of exhibition projects. It is based on the exhibition planned by the program exhibition project, and further analyzes whether it meets various market conditions and whether there are various policies on the basis of all kinds of information already mastered, which requires the organization of the exhibition to have a social foundation. Market environment analysis should not only study the current market situation, but also predict its changes and future development trends. Make the conclusion of project feasibility analysis more scientific and reasonable. Analyze whether the conditions of the exhibition have external factors from the projects planned by the exhibition.
Environmental analysis market; The analysis of the dynamic exhibition project is to analyze whether it shows a promising future from the exhibition planning project itself. The analysis shows that the project is not only a biennial activity, but a long-term activity, that is, if there are more than five or more exhibitions, if there are problems, the exhibition will have a bright future. The second page analyzes the environmental analysis of the project from the external factors of the exhibition planning project.
Analyze whether the organizational conditions of the exhibition include market vitality; The analysis of dynamic exhibition project is to analyze whether the exhibition planning project itself shows a promising future. The analysis shows that the project is not only a biennial activity, but a long-term activity, that is, if there are more than five or more exhibitions, if there are problems, the exhibition will have a bright future.
3. Analyze the implementation of exhibition project from the exhibition planning project itself.
Analysis of the implementation of the exhibition plan, analysis of the various plans that need to be implemented in the exhibition plan, after the completion of the project implementation, can ensure the realization of the performance plan objectives. Explain that the implementation object of the plan is to analyze whether the implementation of various plans in the exhibition is reasonable, comprehensive and feasible.
What needs to be emphasized is whether the evaluation of the basic framework of the exhibition focuses not on arranging some factors that constitute the basic framework of the exhibition, but on the analysis that the basic framework is reasonable and feasible. Because, although the basic framework of exhibition planning arrangement composed of these factors is reasonable and feasible, it may be unreasonable and infeasible for the exhibition to be put forward from the basic framework of these factors as a whole. Therefore, in order to avoid this phenomenon of "reasonable conflict between individuals and groups", the basic framework of the exhibition is that evaluation is very important.
4, the financial analysis of the exhibition project shows that
The financial analysis exhibition analyzes and estimates the organization of expenditure and income from the perspective of financial institutions. The main purpose of financial analysis of exhibition projects is to analyze whether exhibition planning is economically feasible, and to make special plans for the upcoming performance funds.
5. Never look at the risk forecast.
Feasibility analysis of exhibition project: during the exhibition, due to some unpredictable and uncontrollable factors, the actual profit-making exhibition organized by the exhibition organization of the fair deviated from the expectation, which led to the failure of the planned exhibition in the exhibition organization; Or even hold exhibitions as scheduled, but the exhibition institutions may suffer certain economic losses. Question _ 6, the results include the feasibility analysis of the above questions, so as to show the external influence that the existing project may have on the feasibility study and analysis of the scheme on other issues.
Step 7 improve
Suggestions include showing the problems existing in the improved planning proposal project and pointing out the successful direction that should be shown. 8. In the direction
Strive to organize the exhibition according to the purpose and goal of the exhibition. Based on the above analysis, aiming at the existing problems, other conditions that need to be operated are put forward, and the direction that needs to be worked hard is pointed out.
Third, the compilation of "Exhibition Manual"
(A) the exhibition concept of the Exhibition Manual
After determining the relevant date of the exhibition, the appointment of the exhibition contractor, freight forwarder and exhibition travel agent, the preparation of the exhibition "Participation Manual" can be carried out.
The Exhibition Manual is a compilation of matters needing attention for exhibitors to attend the actual opening of the exhibition when preparing for the exhibition, so as to prepare a brochure for the exhibition. The preparation of the exhibitor's manual exhibition is a basic preparation process.
Including the main content of (b) and the compilation of "Exhibition Manual".
In a sense, the specification is a programmatic document compiled by exhibitors to help them participate in the exhibition, and it is also an effective management guidance document for the requirements of exhibition organization, participation and withdrawal. The contents of the exhibitor's manual include all aspects of organizing exhibitions.
Generally speaking, the exhibition manual mainly includes the following aspects:
(1) Introduction. It is mainly manifested in the principle of "Welcome Instructions for Exhibitors to Participate in this Exhibition" and the purpose of compiling the Manual, reminding exhibitors to pay attention to the relevant provisions of this manual in terms of booth, layout, exhibition arrangement and exhibition withdrawal. Foreword is generally concise.
(2) The basic situation of the exhibition venue. Including the floor plan of the exhibition hall, the traffic map to the exhibition hall, and the exhibition venue for basic technical materials. When drawing lots for exhibition halls and exhibition plans, pay attention to various services, information and booths, exhibition departments, exhibition halls and other internal passages and the location of population exhibition halls; When drawing the traffic map of the exhibition hall, we should pay attention to identifying the specific location of the exhibition hall. In cities and exhibition halls, you can use various vehicles and main traffic routes to designate the reception hotels to be located in specific locations, such as cities. The basic technical data of the exhibition venue clearly and accurately lists the load-bearing floors, ventilation in the museum, cargo elevator capacity, height of the exhibition hall in the interior space, height and width of the hall, exhibition hall and water supply. Introduce basic information at the exhibition site. If you need to help exhibitors find the exhibition hall and their booth accurately, then set up the booth, which plays a good guiding role.
(3) Basic information displayed. The exhibition includes the performance name, venue and time, exhibition organization, official exhibition contractor, designated agent, designated travel agency and designated reception hotel. Specific exhibition time, bid opening time, professional audience and public opening time, exhibition withdrawal time, overtime time for exhibition withdrawal, etc. As accurately as possible, as time goes by; Exhibition mechanism, clearly listing the organizers, contractors, co-organizers and other supporting units of the exhibition; In addition, it also lists the exhibition mechanism, official exhibition contractors, designated agents, designated travel agencies, hotels and designated organizers such as contact address, telephone number, fax number, contact person, etc. If there is a website and an electronic mall, it is best to publish the information of the exhibition, so as to contact the relevant units when necessary.
(4) Display rules. It shows that the requirements for exhibitors and visitors to participate in the plan and other regulations they must abide by include: document exhibition related to use and management, safety and insurance clauses on the exhibition site, regulations on site cleaning, goods storage, attention to water and electricity use on site, pre-determined on-site sales, fire safety requirements, intellectual property protection regulations and precautions for on-site exhibits demonstration. It is very important to manage and maintain a fair and orderly exhibition site, and all exhibitors must abide by it.
(5) Guide to booth construction. Some of its basic requirements and the establishment of booths, including descriptions and standard booths, as well as descriptions of booth construction. Because the basic structure and configuration of all standard booths are the same, the "standard booth theory" mainly uses standard precautions to explain exhibitors' booths, indicating that exhibitors need to increase their configuration compared with other non-standard methods. The "Original Space Installation Instructions" mainly set some regulations for exhibitors and obtained vacant booths, such as requirements for materials, fire control and fire safety regulations, and requirements for wiring. The Guide to the Establishment of Horizon shows great help in guiding exhibitors to place their booths smoothly and safely.
(6) Guide to the transportation of exhibits. This paper explains how exhibitors' exhibits and other articles can be transported to the exhibition site, including overseas transportation guide and domestic transportation guide. Whether it is a foreign or domestic traffic guide, the time limit is the route of exhibition transportation and other modes of transportation, submission of preparation and freight documents, fees, packaging, customs declaration and delivery, return transportation of various goods and documents, and designation of selected optional services. Exhibit transportation guide plays an important role in helping exhibitors arrange the transportation of exhibits and other items in time.
(7) Exhibition tourism information. The demand for transportation, food, accommodation and tourism before and after the exhibition, and put forward some other explanations to solve the problems of exhibitors and visitors.