Statistical reports show that participation has become one of the most important marketing methods for enterprises. Enterprises to explore the market in the form of exhibitions not only save more than 40% of the cost compared with other forms of marketing activities, but also greatly shorten the promotion time and improve efficiency. However, in the face of endless exhibition invitations, jewelry enterprises need to seriously consider whether to participate, how to participate selectively, how to make full use of the exhibition to promote themselves, how to compete with competitors at the exhibition and so on.

1. The purpose of jewelry enterprises to participate in the exhibition

The purpose of jewelry enterprises participating in the exhibition is varied, and the purpose of enterprises with different business nature is also very different, but in general, it can be divided into the following four aspects.

1. 1 marketing products

For enterprises whose main sales form is product production and wholesale, the purpose of participating in the exhibition is to attract wholesalers, agents, secondary dealers and large purchasers by relying on their own good technology and relatively low prices during the exhibition, so as to complete the expected goals of enterprises before participating in the exhibition. For enterprises whose main sales form is product retail, the purpose of participating in the exhibition is to attract buyers by relying on their excellent products and unique design technology during the exhibition, so as to complete the purpose of participating in the exhibition.

1.2 Establish a marketing network and find partners.

For jewelry enterprises that take joining as the main marketing form, the exhibition itself is a big promotion platform, and franchisees from all over the country have the opportunity to become their most loyal customers. And those companies with raw materials can find partners at the exhibition, and those production factories with excellent technology and relatively low processing costs can turn their raw materials into sparkling works of art.

1.3 brand promotion

For many enterprises, exquisite booth design and construction, unique exhibition activities and exhibition advertisements can not only comprehensively improve the influence of enterprises in the industry, but also release corporate culture to the whole industry through the exhibition platform where enterprises gather.

1.4 release new products

Exhibition is the epitome of an industry for the media inside and outside the industry. In the shortest time, we can observe the dynamics and trend changes of the whole industry for a period of time, so the degree of attention is relatively high. Many enterprises release new products through exhibitions, which can not only attract media attention, but also show their creativity to the industry in order to better find partners.

Exhibitors can get twice the result with half the effort.

As an industry event, the Jewelry Fair has gathered many exhibitors. As every exhibitor, we should make full use of this platform to get twice the result with half the effort. Therefore, what kind of platform framework the exhibition can provide for enterprises is particularly important.

2. 1 Wide choice.

For exhibitors, this is an opportunity to face a large number of merchants at the exhibition, which is difficult to do in normal business dealings. However, they are free to choose interested businesses and products for business dealings at the exhibition, and they can place an order after carefully selecting the price and process.

2.2 High success rate

Whether it is business negotiation or product procurement, almost everyone can do it on the basis of seeing the real thing, and the exhibition provides such a platform. All merchants will bring their best products for other exhibitors and buyers to choose from, which greatly improves the success rate of business.

2.3 Equality and mutual benefit

As two exhibitors who are negotiating business, the exhibition is a platform for fair cooperation provided by the organizers, where business exchanges can be conducted based on the reputation of the organizers. Moreover, the three exhibitions in Beijing, Shanghai and Shenzhen are all sponsored by China Jewelry and Jade Jewelry Industry Association, and most of the exhibitors are members of the association, which can enhance mutual trust and lay a good foundation for all-round cooperation.

2.4 brand exhibition is of great help to improve the influence of enterprises.

A good brand exhibition is an opportunity for exhibitors to greatly enhance their influence. Because a mature brand exhibition will make full use of all print media, television, radio, internet and outdoor advertisements to publicize exhibitors in all directions, whether releasing new products or holding activities at the exhibition, it can become the focus of the industry for a period of time, and it is also the most cost-saving publicity platform for enterprises that want to enhance brand awareness.

2.5 Low-cost contact with cooperative customers

Participating in exhibitions is the most effective way for companies to meet qualified customers. According to the research of an exhibition research company, the average cost for each visitor to contact the exhibition is $65,438+077, while the average cost for contacting customers through sales telephone is $295.

2.6 Small workload and high quality

After getting in touch with qualified customers at the exhibition, the follow-up workload will be small. According to the survey of the exhibition, after contacting a qualified customer at the exhibition, you only need to call the other party 0.8 times on average to clinch a deal. In contrast, the typical business sales method usually takes 3.7 calls to complete.

2.7 Potential customers

According to the research of the exhibition survey company, based on the average number of visitors to an exhibitor's booth, only 12% people received a phone call from the company's sales staff within 12 months before the exhibition, and 88% were new potential customers. Moreover, the exhibition can also bring high-level audiences to exhibitors.

2.8 Save time

In a short exhibition time, exhibitors can reach more potential customers than salespeople can reach in three months. Face-to-face meeting with potential customers is a means to quickly establish customer relations.

2.9 Maintenance of old customers

Every exhibitor will have some long-term customers in the exhibition area, and the exhibition provides such a platform for face-to-face communication with exhibitors for customers who only contact business by telephone.

3. How can exhibitors make good use of the exhibition?

Jewelry exhibition is an extremely complex system engineering, which is influenced by many factors. As far as exhibitors are concerned, planning, market research, booth selection, exhibits preparation, customs declaration and transportation, customer invitation, exhibition layout, advertising, transaction organization and exhibits return have formed an organic whole that influences and restricts each other. Any mistake in any link will directly affect the effect of exhibition activities. Therefore, if jewelry enterprises want to achieve better results in jewelry exhibitions, they must do the following.

3. 1 Understand the characteristics of the exhibition

If jewelry enterprises want to make full use of the jewelry exhibition, they must first know who is the organizer of the exhibition, what is the particularity of the exhibition area, and what is the scale and grade of the exhibition. Jewelry exhibition is different from other marketing methods, it is the only marketing activity that can make full use of people's senses, and people can fully understand and feel the real products through exhibitions. At the same time, the jewelry exhibition is a platform that can make all exhibitors equal, and this environment is easy to make people feel independent, so as to negotiate with a positive and equal attitude. This highly competitive and fully free atmosphere is exactly what enterprises need most when exploring the market.

Jewelry enterprises must also understand the characteristics of exhibitions in different regions before participating in the exhibition. Because 70% of the domestic production and processing enterprises, wholesale enterprises and retail enterprises are concentrated in Shenzhen, the Shenzhen International Jewelry Fair is dominated by retailers taking orders. Shanghai International Jewelry Fair is an East China retail center with Shanghai as the link. China (Beijing) International Jewelry Fair is the highest level fair in China at present, and Beijing is the best stage to promote corporate brand image, which brings together 90% of domestic media. As the largest cities in China, Beijing, Shanghai and Shenzhen have always been ahead of the curve and directional in pushing the trend. As the promoter of the trend, the media has been focusing. According to the exhibition report, what kind of jewelry sells well, what kind of gems are more favored by consumers, and what kind of precious metals are more collectible, which leads a large number of consumers' consumption concepts.

3.2 clear objectives, to carry out the work.

Enterprises usually have the following purposes: to establish and maintain the company image; Develop the market and find new customers; Introduce new products or services; Looking for agents, wholesalers or joint venture partners; Sales effect; Study the local market and develop new products, etc. No matter what the marketing method is, exhibitors should ensure that the business in the booth is decided by the boss or someone with decision-making power during the exhibition, employees familiar with the business are present to help the consultants answer questions, the clean counter brings visitors a good mood, and there are excellent exhibits for buyers to choose from.

(1) People who want to promote their own brands should do a good job in building and publicizing the exhibition, expand their influence through various activities at the exhibition, or communicate with the organizers, and publicize new products and technologies through press conferences before the exhibition and activities during the exhibition.

(2) Merchants who want to join in the exhibition should print as many publicity materials as possible, visit other exhibitors and promote their own brands.

(3) Those who want to promote products at the exhibition should prepare rich and marketable exhibits to attract buyers through the packaging and the culture embodied in the exhibits themselves.

3.3 Pre-exhibition publicity

According to the planning of the exhibition, in order to maximize the exhibition effect, we must mobilize various means to invite more customers to visit the exhibition. In addition to publicizing the exhibition information in various media, the exhibition organizers and contractors, as exhibitors, should also make full use of various methods to introduce the development of the exhibition to customers. First of all, the company's annual exhibition plan should be informed to customers on the enterprise website at the beginning of each year, and the detailed opening time, booth number, exhibitors and products should be informed to customers again from the rolling information window of the website before the exhibition approaches. You can also publish the exhibition in the advertisements of relevant professional magazines, so that customers and potential customers of this major can know about the company's exhibition dynamics. Of course, it is also necessary to send invitations, materials or visits to old customers before the exhibition.

3.4 Publicity during the exhibition

Every exhibition sponsored by China Insurance Association holds some new product launches and lectures on new technologies accordingly. If jewelry enterprises can seize this opportunity, send some professionals to the meeting, and introduce or demonstrate the company's new products and technologies to customers, it will play a multiplier role. At the same time, enterprises should also learn to create focus and improve their visibility. For example, some enterprises will hold a small ribbon-cutting ceremony at the exhibition as soon as the leaders come to the booth, which not only makes the leaders participate happily, but also becomes the focus of the whole exhibition. Those who want to express corporate culture can hold some live jewelry concerts, which can improve the visibility of enterprises and let the spotlight of the media gather here.

3.5 Organization during the exhibition

The work during the exhibition is the highlight of an exhibitor, so we must make full use of the limited time of the exhibition to do a series of work such as information collection, expanding publicity, receiving customers and tackling key problems. It is a good job to collect information about new technologies, new materials and new processes that may be related to peers and enterprises. Treat every visiting customer seriously, introduce the products of interest to key customers in detail, communicate with customers with potential needs, exchange communication materials, and focus on visiting after the meeting, which are the basic tasks of the reception staff. During the exhibition, communicate with the exhibition organizer to understand the exhibition's activity arrangement scheme and on-site service, which is convenient for enterprises to plan activities during the exhibition. Strengthening the contact with the organizers can also help us to know which products are the best sellers during the exhibition, so as to decide the exhibits to be brought to the next exhibition and the form of booth construction.

3.6 Summary after the exhibition

The closing of the exhibition is not the end of this exhibition activity, but the beginning of the whole business activity. After returning to the company, exhibitors should carefully summarize the information collected at the exhibition, and then visit and follow up separately. At the same time, timely send the information required by customers at the meeting. To further impress customers, it is best to thank special customers for writing and calling. Make a comprehensive summary of this exhibition, from exhibits to exhibits, from exhibition form to reception mode, from publicity materials to publicity means, and find out the gap through a comprehensive comparison with other exhibitors, so as to learn from and improve in future exhibitions, continuously improve the work, improve the level of participation and give full play to the actual effect of participation. Timely feed back the development trend and trend information of products in the same industry and the demand information of products in professional industries to help them understand the market trend, adjust the product development direction and meet the market demand. After the exhibition, we will introduce the basic situation of the exhibition and the problems of exhibitors, as well as some new products and technologies to those customers who have not visited the company's website again, and strengthen online communication with customers from all walks of life. Communicate with the organizers, collect information during the exhibition, and strive to lay a good foundation for the next exhibition.

Figure 7-3-2 Exterior of 2009 China International Jewelry Exhibition