Exhibition is a comprehensive information, communication and entertainment, but also face to face communication in the full sense of the five senses of marketing media. The 21st century, despite the high-speed electronic means of communication, but as a temporary market exhibition, is still a professional and effective sales tool.
However, in the home improvement industry, the exhibition is not willing to "temporary" word, a great "mid-year", every day, "open the door welcoming" situation. Open the newspaper, often feel the overwhelming majority of decoration and exhibition information, carefully arranged about the date you will find that Gesanchawu there, "Home Expo", "Decorating Industry Festival", "International Design Week" and the like "top" event.
Is that really the case?
"Hat" a top, speak breathing "atmosphere" ... ... In fact, only decorating the company's "personal show"
Decoration business has always liked to "fight" advertising. A "hit" word is that these companies are strong "gas field", "optimal", "first", "first" like Hao language frequently appeared in the ad copy. In recent years, decorating ads to reduce, replaced by a variety of decoration exhibition information, but "tone" is still great.
Only in the past two months of the new year, the "magnificent" decoration exhibition there are many. For example, just the end of last month, "the third home improvement industry festival," holding the "power of the industry a strong return," the banner to "release from 2010 to 2011 the city all the real estate design plan" as a gimmick to attract spectators, in fact But is a decorating company, with a number of building materials company's "solo" only.
Also decorate the company for fear of "not international not to force", the highest company "solo" to "international home improvement design week" in the name of the organizers was surprised to be "Asia-Pacific Designers Association of China branch." Online search found that the actual does not matter, "Asia-Pacific Designers Association of China Branch," the closest title should be "Asia-Pacific Space Designers Association (APSDA)", the Association of Asia-Pacific region is influential designer industry organizations , With Japan, South Korea, Singapore, Australia, New Zealand, India, Malaysia and Hong Kong, Taiwan, Macao and many other member countries and regions, such a very authoritative association seems unlikely for the city only a medium- Enterprises to host a "personal show." Which secret, should be "secret can not be revealed."
"High-tech" is also a very good top "hat." According to the readers of the exhibition, the so-called "14 big venues, one-stop liberation (the original advertising program)" is actually the Shanghai International (Shanghai) International Exhibition Center, A 400-square-meter hall in the Convention Center is to accommodate 14 venues that fully embody the "all-in-one interactive home solutions" within 400 square meters. The decorating company's "imagination" is beyond our Imagine.
Decoration business on the "hungry sales" is also quite research. By the end of 2010, a "2010 Internationally renowned interior design Shanghai Biennale" in such words to open the question: "miss really want to wait two years." The truth is that this decoration business exhibition does not say a month, a year to do a few total or there.
As for the scale of the exhibition, it seems to be a big one, here just said, "the exhibition organizers, site size, specifications, designers are present in 2010, before ... ..." "Nearly 100 famous designers at home and abroad to bring classic case of joint attendance," the highest record holder is a decorating company's solo exhibition, claiming that "more than 300 designers" to accept on-site consultation. According to a press survey, Shanghai has registered up to now interior designers up to decorate the company only more than 200 designers, and usually they will also send up to more than 100 designers to participate in the exhibition, because the various outlets at the same time need There are designers sits.
Exhibition is a good " scripture", "crooked mouth monk" random read, resulting in consumers fooled.
A large-scale decoration company is responsible for long-term marketing personage, decoration exhibition is currently the most important decorating company marketing, due to too many false ingredients, decorating advertising has long been unable to impress the reader's heart, and only through a variety of decorating exhibition , But also to attract some popularity, and in the exhibition ceiling when the introduction of various promotions, neither affect the daily quotation, but also create an atmosphere, prompting customers to sign the bill.
Decorative exhibitions are generally divided into two categories. One for the comprehensive exhibition, that is, by the relevant sectors of the industry, usually Shanghai decoration industry associations and other units organized by the professional exhibition company, a number of decorating enterprises to participate in the decoration exhibition. Among them, the larger one is held in Shanghai Everbright Convention and Exhibition Center, the three-day "third Shanghai home Expo", the exhibition once a year, the exhibition area of 20,000 square meters, more than 20 decorating enterprises participate. In addition, the decoration industry associations each year in the release of "trustworthy enterprise", "Star Enterprise", "standard enterprise" and some other industry honors, will organize the selected enterprises held decoration exhibition.
Another type of solo exhibition for the enterprise. In 2004, a home decorating company opened a separate exhibition of corporate decorating the precedent, when the exhibition was designed to be mixed for the good and bad decoration market, the exhibition held in the form of a "decoration University", some important construction technology To explain, such as the laying of the floor, the installation of the ceiling, the transformation of the norms of water and electricity, etc., exposure to some decorating tricky. Unexpectedly, when the scale of 2000 square meters of solo exhibition in access to social praise at the same time, also won the commercial success. Since then, the decorating company has to do an exhibition to form an atmosphere.
An industry source told reporters, through the exhibition to understand, select the decoration company this is a desirable method. For example, through the comprehensive exhibition of decoration, consumers can compare a number of high-quality decorating company, eliminating the pain of running around, and directed at the exhibition brings popularity, whether it is the exhibition "protagonist" decorating company or as a "supporting role" Enterprises, will come up with greater concessions to help consumers, and through the decorating business solo exhibition, consumers can also more comprehensive understanding of the enterprise, have the opportunity to understand the current trends, as well as some new construction process, if To coincide with the anniversary of the enterprise and other major events, but also can really Amoy to a lot of benefits. However, the sources, the current decoration exhibition can be described as cohabitation, worthy of the name of the exhibition is too small. The most common practice is that it is a small exhibition of a company, but the name of the comprehensive development of the first name, deceive the consumer to pull on the door, with a soft grinding method to coax the consumer impulse to pay the deposit. Once a small home decorating company to do the exhibition, actually a definitive comprehensive exhibition of promotional materials put on their show time and place, do not change the word to do advertising, carry out that day, consumers even call fooled, the scene almost out of control .
Large enterprises may choose a small venue, but small businesses will not choose a large venue, exhibition space can be estimated through the exhibition grade.
Blowing hype decorating exhibition ads, "gradually to charming eyes", as consumers how to distinguish, it will not waste time and effort, and will not miss the quality of the real decoration exhibition? The industry also address him This is a "technical live", really is not easy to identify. However, he said, "large enterprises may choose a small venue, but small businesses will not choose a large venue," through the exhibition space, can roughly estimate the decoration of the scale and scale of the exhibition.
Generally large-scale, high-level decoration exhibition choose Shanghai Exhibition Center, Everbright Convention and Exhibition Center, Chia Tai Plaza, 9th Floor, Chia Tai Gallery and other places of these specifications higher, and these places will also choose to decorate the participating companies, only to accept Large, formal company's site lease requirements. Such as the Shanghai Exhibition Center only accept the people and the two-up decorating company, the Shanghai Library has made more accept only Ju Tong a provision. It is said that these places to make such access restrictions is helpless, because a few years ago, there have been many disputes from the quality of decorating, the owners find the place of local theory, that is precisely because these high-profile places to accept these decorating company's exhibition Requirements, to guide them in the choice of virtually, even after the decoration company in the exhibition section of absconded, so that these places a lingering fear.
General small-scale decoration exhibition selection City Workers Cultural Palace, Huangpu District Library, City Planning Museum and other convenient transportation of non-formal exhibition. However, to hold exhibitions in these places the decoration business or have a certain strength, and favor medium-sized decorating company's consumers can still choose to go to a look.
In addition, select the tea room, cafes, community clubs and other small places like the exhibition organized by the decoration, even if the ads blow big, the actual size can be imagined.