For many lighting companies, attending the exhibition is an indispensable way to promote and approach. There are countless lighting exhibitions every year, no matter what kind of exhibition, exhibitors will do their best to drink. The lighting exhibition site is not only a platform for the interaction between enterprises and media, but also a window for enterprises and distributors to understand each other. Vendors use this opportunity to bring together the needs of more consumers and show their latest products and superior products to more people. This kind of display can sometimes directly produce not only the brand image, but also many situations. It will promote the increase in market sales. At this event, the author visited the exhibition halls to see how the exhibitors in the exhibition propaganda warfare made all the efforts to carry out the exhibition marketing.
WeChat sweeps the new media model into a new favorite This exhibition has the following eye-catching methods: talent show, employee clothing, game interaction, mascot, brand parade, model display products, beauty platform, promotion materials, catwalk and discussion Will send a microblogging @æœ‹å‹ and WeChat with a bonus scan. Among them, the number of companies using the WeChat award-winning scanning method is the largest. Many merchants are vigorously promoting their WeChat public account. Many of them show WeChat QR code in the eye-catching position of the booth to promote products and accept registration. Most of them do not set WeChat QR code and are embarrassed to say hello. trend.
Nowadays, with the maturity of Internet technology and the diversification of market demand, the popularity of smartphones, the continuous upgrading of mobile networks, and the government's attention. The portability and interactive advantages of mobile phones are incomparable to the traditional Internet. The launch of mobile service terminals will be at the forefront of modern exhibitions. It is also suitable as a medium for interactive interaction at the exhibition.
Through the establishment of the micro-official website, the company can be put into the customer's pocket, and the brand and service are deeply embedded in the customer's mind. It is more portable and easy to publicize. This is a powerful means to enhance the brand awareness of the company during the exhibition. According to the author's incomplete statistics, more than 90 of all exhibitors have adopted this form, including more than 20 companies including Midea, using WeChat award-winning scanning, which is intended to drive viewers to pay attention to their own brands. Compared with the Guangzhou International Lighting Exhibition last year, it can be seen that a new round of marketing offensive has begun.
Beautiful women stand on all kinds of temptations to grab the lens in each exhibition hall, the author is not difficult to find that almost one exhibitor has at least two exhibitors to hire beautiful platform, killing a lot of film. Undoubtedly, beauty is the most eye-catching tool in all exhibition marketing. Every year, every major auto show can know. Lighting companies are also aware of this selling point, and use the specific advantages of the model to better highlight the brand image and expand the brand. Influence, thus bringing more business opportunities to the enterprise.
It is true that many exhibitions will use the advantage of models to attract crowds. However, it is difficult for us to judge whether they are looking at the product or the model. However, the onlookers mean popularity and exposure. The exhibitors are also very clear that they really attract the crowd. This is a good one. The beginning, half of the success.
Since so many people are willing to stop at your booth, there will be a mentality of progress. Driven by this kind of mentality, those who enter the booth may also be your potential customers.
The author found that there are quite a few companies that have hired beautiful women's platforms. There are Dinghui, Ruigao, Guangwei Lighting, Shiyida, Tianzhuzhiguang, Xizheng Lighting, Zhaoxin, China Landu International Street Light City and so on. Among them, Shiyida, Guangwei Lighting, and Ruigao Lighting are more important to hire foreign models, as if they are in line with international standards.
Creative marketing: placards and live billboards for attention. Everyone knows that every year, Guangzhou International Lighting Exhibition will attract many people from different countries and regions to share the feast. There are many people in the world, and some exhibitors are looking at this great opportunity to greet the streets in the most crowded places for 8 hours, increasing their attention. The creative ideas of the merchants have indeed attracted the attention of many passers-by. Compared with some media advertisements, this kind of live advertising has low cost and clear advertising objects, which is easy to attract the attention of the viewers.
According to the many companies that the author visited, there are many enterprises that use live billboards for promotion, and they mainly focus on small and medium-sized enterprises, including Zhongshan Shangzhao City, Qinmingshi Lighting, Handerson, and Weilai Street Lamps.
The use of comics or cartoon characters in the packaging and marketing of goods is a long-standing issue. In the past, it was only to increase the visual atmosphere of product packaging and marketing, and it has a strong decorative meaning. However, in the application of these comics and cartoon characters, merchants slowly find that consumers are more and more attracted to them, and gradually become the visual target and identification object of the named purchase.
The reason why Jixiang is called the secret weapon of the business, because it is the best public relations officer, the public relations lady, is the open and secret goodwill ambassador of the enterprise, and this ambassador will never age, never fatigue (more will not Make a personal mistake).
Nowadays, it is an era that gradually tends to emotional consumption. One of its signs is that the Ji-like objects show great power and exert magic in the commercial war. Kyrgyzstan can be a powerful weapon for promotion. The fundamental reason is to visualize, perceive, personalize, artistic and plot the product brand, which greatly increases the affinity of the brand image and draws closer to the consumer. Psychological distance.
From the Guangzhou International Lighting Exhibition, exhibitors such as Ai Biesen, Wanbang Lighting, Guangbohui, Jimeijia Lighting have shown their mascots to interact with the audience, not to mention the children, even adults are frequently with these cartoons. Image of a group of people.
On-site construction of the stage, no entertainment, no marketing, so-called entertainment marketing, is to use the elements or forms of entertainment to establish the relationship between the product and the customer's emotions, so as to achieve the purpose of selling products and establishing a loyal customer. Through its visual impact on users, it can create happiness and fresh vitality, attract consumers to participate actively, and make it enjoy a relaxed and happy experience in entertainment, thus stimulating consumers' memory and purchasing motivation for the brand.
It is not difficult for me to find out that this year's Guangzhou International Lighting Exhibition is still immersed in an environment where entertainment is everywhere. Many exhibitors such as Guoxing Optoelectronics and Lianhao Technology Lighting also used this marketing method to boost their brand appeal, playing violin, guzheng performance, passionate Latin dance and so on.
According to experts, the success of entertainment marketing is reflected in five aspects: grasping the psychological characteristics of the target audience; satisfying the entertainment psychology of the mass with innovative entertainment; triggering the active participation, interaction and diffusion of consumers; grasping the public with the process of entertainment marketing Curious psychology; grasp the commanding heights of public opinion and pay attention to media communication.
Practical shopping bags have ingenious flyers in the Guangzhou International Lighting Exhibition. Almost every exhibitor has sent several staff members or part-time to send a large number of leaflets and brochures, sometimes subject to audience rejection. Some senders use special techniques to attract people's attention. If you send flyers by sending shopping bags, you will be popular. In fact, there are shopping bags in the shopping bag, with promotional materials.
The author also found a novel way of sending flyers. Guangzhou Zhongheng Optoelectronics attracted a large number of people to take pictures and ask for flyers in the way of high-altitude beauty flyers. The relevant person in charge said that the method has the thrilling and fresh nature, and to a certain extent, the purpose of the enterprise wants to attract the audience, and the company also formulates different propaganda plans according to different people's traffic.
The symposium and the new product release conference have hidden observations. After a few days of observation, larger companies often use the special lectures to promote the products. Among them, Philips has the most obvious effect. Exhibitors such as StrongLED, Huacan Optoelectronics, and Silicon Energy Lighting also had face-to-face contact with participants on the theme of light show, LED chip solution display and COB technology exchange.
The author finds that there are in-depth views of the industry, the most flamboyant technical applications, the latest product information, and the most extensive market dynamics. It is not difficult to conclude that the company's press conferences and seminars should be more closely related to the needs of the industry, to solve their problems and provide them with their needs.
Can you suck gold with your eyes?
As an exhibitor, most of the exhibitors are for the purpose of merchandising and brand promotion, but it is not enough for exhibitors to participate in the exhibition, because the success of attracting buyers to close the transaction depends on many factors. . Eye-catching, literally, has the purpose of attracting viewers, but its ultimate marketing purpose is often not as expected. The onlookers are there, but can all kinds of marketing methods really turn into purchasing power? The author believes that it may not be.
After many visits, many merchants have said that enterprises must truly attract audiences to pay attention to products. The most important thing is to build their own brands. The positioning of enterprises in the eyes of customers is a very important factor. The person in charge of Guangzhou Zhongheng Optoelectronics also said that the propaganda method adopted by the company only plays a role in driving the atmosphere of the live event. Customers are often only watching the novels for a moment, and they will not stay longer for less well-known enterprises.
The author also interviewed the audience. Some people said that they generally look for related products according to different needs. In the case of the same products, they search according to the brand. It is highly targeted and will not be significantly affected by the means of publicity.
After 4 days of visits, I can conclude that although various marketing Dafa can attract the attention of visitors to a certain extent, from the current enterprises, the final market sales of most brands have not increased. From the final order effect, there is only a small amount of input and output that can be directly proportional.
From this, it can be seen that eye-catching is not equal to paying guests, and it is not equal to sucking gold.
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