Wen Shu home of public relations: No Cheng Quan Yu
The exhibition is an enterprise about their own achievements through the use of carefully selected objects, models, text, pictures, video and other kinds of media publicity, symbols and means to carry out a comprehensive spread of activities. By this exhibition open to the public activities, public relations is one of the enterprises active mode of transmission, because the show has a vivid and intuitive interesting features, but also can add emotion, experience, service, and other interactive marketing tools, form and convey a unified style, philosophy and brand image has higher artistic appeal, for the public will be more attractive, but also can facilitate a variety of media publicity, so that a more comprehensive in-depth branding.
Overall, the show can effectively disseminate information of enterprises, show enterprise's comprehensive strength, the image of publicity, and at the same time be able to form a two-way interaction with the public, to enhance awareness of the brand. Current, planned and organized the show has become an industry, to do this activity, businesses can charm and strength vividly demonstrated in front of the public, enhance the brand image and influence.
To plan a successful event, we must first understand the type and size of their operating procedures and therefore there are a number of different types from the point of view, it has fairs, expositions, festivals, conferences, etc., on the scale , the exhibition also has large and small points. In general, large-scale activities usually be organized by a professional exhibition organization, participants can sign up, pay the rent stands ways to exhibitors, such as various regional exhibitions; and small-scale exhibition is from the enterprise or other organization He started, mainly used to display their products or brand is closely related to the subject, and some are short term and some are long-term exhibition on display reserved, the main function of these exhibitions is to demonstrate corporate culture and spirit to the public, at the same time also for internal staff training place and manner of education. For businesses, based mainly on small exhibition planning. As an important public relations staff, operating procedures need to understand the following:
- Integration of related resources, a preliminary understanding of the enterprise, and to extract the desired selling point of the show.
Enterprises should Fairs, is certainly to be associated with their own, so before planning should understand the enterprise, including its nature, the main business, history, culture brand, the flagship product, the main achievements, and so on. In addition, but also to figure out business ideas and activities which required. After the integration of related resources, these resources cover the human and material resources within the executive power can provide, competitor information, show the breadth and scope of these aspects required to achieve, its effective collection, collation and analysis, can Show a preliminary grasp.
After understand the business, then it can extract resources from a variety of materials into the enterprise has, or needs to do a selling point of the show. In finishing, the process of data analysis can be drawn owned enterprises in the market differentiation characteristics and competitive advantages, as well as the target population needs and preferences, draw some consumers are most interested by derivation, contrarian, etc. points. These points can be used as both location and theme of the exhibition an important reference, or as exciting highlights in the exhibition to attract the attention of the audience.
- Determine the location and theme of the exhibition, detailed planning, clear the specific content.
After analysis based on existing information and resources, we can have a clearer understanding of the positioning of the show. Positioning refers to the manner in which specific forms and processes to engage in activities because exhibitors need to combine resources and objectives to achieve a high degree, and then some platforms or carriers will show this out, so select specific forms, platforms, processes, etc. will affect embody the theme.
After that it is a themed show this height. The so-called All things are difficult, because all the work around the following themes need to expand, so the theme is to establish a very important step. Established themes, you can get inspiration, highlighting the brand highlights and features from the extract of the selling points, and the popular front can also be combined with current affairs, easier access to the heat and attention; and some popular advanced elements together, or make cross-border, outstanding creative, make the exhibition more unique and attractive.
Once a theme is developed, deployed as a core planning and determination of the specific content, form, duration, mode of transmission, specific processes and other sub-projects, funding and implementation of the exhibition. In addition, it may be made of a scheme attentive during the various stages of implementation.
- Collection, copy various exhibits, according to the overall planning of the exhibits are numbered and display.
After doing the planning and programs, the first step is to prepare for implementation of the exhibition and related material required exhibits on display in the integration process for enterprise resource can be required to collect and selection of exhibits, conducted after determining copy, and display and numbered in accordance with its plan to better tracking and monitoring.
- Propaganda activities, to be arranged in the venue.
After the dust settles items on display, ready "hardware" aspects as well as the venue layout, in addition to that of the advocacy programs. In fact, the promotion has been throughout the course of the show, and each stage propaganda purposes also have different emphases, mainly in the early warm-up activities, generally carried out in time before the official start, the public may be based on the psychological and concerns select propaganda and form, after successfully obtaining certain degree of heat can continue to keep the show began. But note that, prior to the start time to choose the right promotional, publicity is not too early nor too late, at different times and the effects will be different.
During the pre-publicity, the need to arrange the venue, only to be arranged in accordance with the scope and breadth of activities, exhibits columns, but also for coordination and communication with key staff related to lighting, sound, art, etc., and test results show .
Medium-term propaganda is after the show began by combining a variety of modes of transmission of advertising to attract visitors and make impressed in their hearts; while the latter is also the need to maintain the show's publicity over a period of time after the event, common there are soft paper reports, customer visits and other forms, its main purpose is to further establish the corporate image in the general population, and establish a sense of trust and brand loyalty, so that visitors experienced produce more profound and positive brand awareness.
- Efficient flawless execution in accordance with the planning, good planning and organizing the opening ceremony of the exhibition.
Require strict accordance with the plan to carry out during the program execution, whether it is pre-prepared, control field, will need as much as possible exhaustive, meticulous arrangements after the meeting after the start. In addition to the various processes and links in the actual event, planners should also take into account crowd flow concept development, to safeguard provide a good experience to visit, we must design a good crowd flow route in advance, and should also be arranged after the start personnel strong guidance and control field.
In addition, the show began generally require a opening ceremony, which can be seen as part of the publicity, but also the whole theme of overarching generalization that allows the public to visit them before generating an overall understanding and expectations.
Meanwhile, in addition to an invitation for the general public, the attention and attract more people to visit, but also can invite guests to an important figure, the public media, good can further expand the activities of the authority and visibility. When these groups were involved, but also take the initiative enthusiastically explain.
- Ready for more programs to address other circumstances sponsorship, risk control and so on.
Some companies in the Fairs will be asked to look for sponsors, so it is necessary to know the amount of sponsorship and related businesses needed to be able to provide services and benefits for sponsors. For example, companies have a certain influence in certain industries need to organize a highly professional exhibition and promotional activities in the process, companies can provide a number of benefits advertising, naming rights and other sponsors for the exchange of tangible and intangible assets by to achieve mutual benefit and win-win.
In addition, every enterprise to carry out such activities in fact there is a risk of failure, while participating in the process, there are many large and small potential crisis, in the face of these risks, planners need to prepare risk control plan before the event, in case for need.
- Activities for the public to understand the feelings and feedback, evaluate the whole event at the end.
After the event, in addition to the subsequent publicity, but also need to follow up on the effect of the exhibition, visitors to understand the experience of feeling active, positive feedback get a diverse group of professionals, and other ordinary people, such as the survey is a very generic s method. These feedback into the quantitative analysis of the strengths and weaknesses of the whole event assessment and analysis, provide more resources for the experience after and improve the level of planning.
In addition, if a long-term exhibition, we will need to continue to add new content to adapt to visit the different needs of the public stage, and timely to reflect business developments and results.
