Cost performance value
One factor that must be considered is the price. After all, most of the exhibitors are small and medium-sized enterprises with limited conditions. How to get the most cost-effective booth is the most important issue. Although a well-located and large-area booth is helpful for enterprises to participate in the exhibition, blindly pursuing ostentation and extravagance means that the cost of participation will rise, the target effect required for participation will also rise, and the risk of failure faced by enterprises will naturally increase. The most important thing is that the flow of people and the effect of participation cannot be completely equated. For example, two exhibitors, A and B, thousands of people came to see A's booth during the whole exhibition, but they didn't make a list; And only a few dozen people came to B's booth, but more than a dozen transactions were made. In this way, A is undoubtedly a failure; But it is very likely that after the exhibition, A's orders flew in like a snowflake, but there was no news from B.
Location selection
There are many purposes for enterprises to participate in the exhibition, which can be divided into marketing, publicity, communication and many other aspects, but no matter which purpose, it is inseparable from one of the most basic elements-people flow. Whether it is a group exhibition, an exhibitor or an audience, everyone around the exhibition is directed at people. As the protagonist of the exhibition, exhibitors naturally focus on gathering popularity, and among all the means to attract visitors and increase the flow of people, booth location is undoubtedly the most basic and important. A well-located booth can not only get twice the result with half the effort, but also serve as a safeguard measure: even if the effect of corporate publicity activities is not satisfactory, it can also make itself not the focus of everyone's attention at the exhibition, and it can also ensure that it will become the unavoidable focus of everyone. Its effect is like the front page of a newspaper, and no one can escape.
So, what kind of position is the land of feng shui in the exhibition? Generally speaking, the best booth location is the entrance or both sides of the entrance. This will not only get to the point, but also because the audience who just entered the venue is full of energy and enthusiasm, so they will pay attention and stop for a moment. Then the exit is as conspicuous as the entrance, but the popularity index will be slightly lower than the entrance because the audience is tired or has already negotiated business. However, exit also has the advantages of exit. Those who haven't found a completely satisfactory goal at the venue will pay special attention to the booth in this area with the last expectation. In addition, they already know about the exhibition, so the success rate of business negotiation with customers here will be higher.
Then, it is the two ends of the main sidewalk or the four corners of the center of the cross-shaped main road. These places are also crowded with people, but it should be noted that when the number of people attending the exhibition is expected to be large, it will be more appropriate to set up a booth at a distance from the main road or intersection, because the crowds will bring inconvenience to customers' communication. If the situation is the opposite, you should try to stand out at the intersection. Next, there are relatively many people near the exhibition information desk, news center and various basic service facilities (such as restaurants, canteens and toilets). In addition, the booths of foreign businessmen (at domestic exhibitions) or well-known enterprises are generally the hot spots and planning objects of everyone, and it is also a good choice to choose the surrounding locations. Finally, it should be noted that if the booth position in the last exhibition is good or the display effect is good, then the next exhibition will try to choose the booth with the same or similar position to facilitate the old customers and friends to visit and negotiate.
Location structure of the exhibition
Friends who have bought a house know that there are two very important factors in choosing a house, structure and orientation. Otherwise, no matter how good the geographical location is, the whole room only has a bathroom facing the south every day, which is definitely not the place you want to choose. The booth is actually the same, not only in the location of the venue, but also in the detailed structure and orientation. Here we divide it into continuous paving and independent paving.
As we all know, the main layout of exhibition sites in the exhibition appears in the form of row after row. Among them, those stalls sandwiched between a row of stalls with only one side facing the aisle are called "roadside" stalls, also known as "single-open" stalls. When the booth is of this kind, priority should be given to the latter two kinds of positions introduced in the previous part, so as to minimize the adverse effects of one-sided opening and strive to attract more attention. Those booths located in the corner, that is, the booths at the top of a row of booths and adjacent to the aisles on both sides, are called "corner" booths, also known as "double-open" booths. Because the audience can enter the booth from its parallel aisle and vertical aisle, under the same volume, it is equivalent to doubling the surface area of the audience's contact with the booth, and the display effect is naturally better than that of the "cross-type" booth, so try to choose this booth under the premise of the same location.
For large enterprises, the above two exhibition sites are often too cramped. In order to meet the requirements of corporate image and publicity, relatively independent exhibition places are needed. So there are so-called "Peninsula" booths and "Island" booths. In other words, the audience can enter the booth from three sides or from any side, and the display effect is naturally increasing step by step. When choosing this kind of booth, exhibitors should carefully configure the construction and decoration to make it fully play its role.
This is not to say that the choice of exhibition location is not important, but to show that the exhibition is a systematic project, which requires careful preparation and full participation of enterprises, and no link can be sloppy. Everyone knows that details determine success or failure, but the key to paying attention to details is to pay attention to every detail. Only by not letting go of any possible problems can we successfully achieve the goal of enterprise participation. The purpose of this series is to start with every detail of the exhibition one by one, so that exhibitors can discover and improve their own exhibition methods and obtain greater and better exhibition effects.