Guide to Participating in Overseas Exhibitions Episode 03: How to Avoid the "Deserted Hall"?
2024-11-27 11:08:36
When participating in overseas exhibitions, how can you avoid the awkward situation of having an empty booth? This guide shares practical methods to help you improve your exhibition participation results.
Scene Review: Why is there a "Mansion of Desolation"?
At a European electronic chip exhibition, the Chinese pavilion, with its overall exhibition area covered in "China Red," was deserted and seldom visited. Similar scenes have not been uncommon at overseas exhibitions in recent years. Why do Chinese companies find themselves in such a predicament when participating in these exhibitions?
There are two main reasons:
1. Restrictions by the organizers
Some international exhibitions are concerned that too many Chinese companies will participate, causing the exhibition to "change flavor," turning it into a "Chinese exhibition." This situation is particularly common at European exhibitions, while Russian exhibitions currently have fewer such issues.
2. Low foot traffic at the exhibition
Some exhibitions inherently attract few visitors, which is related to poor positioning and ineffective promotion of the exhibition. In such cases, companies that choose to participate are essentially "picking the wrong exhibition" and can only accept their misfortune. However, in reality, there are many high-quality overseas exhibition resources; the key issue is how to screen and connect with them.
Three Ways to Avoid the "Desolate Hall"
Three Ways to Avoid the "Deserted Hall"
1. Emphasize the Market: Make Bold Investments and Showcase Strength
If you place enough importance on a certain overseas market, consider the following strategies:
-- Register a local company and locate it in the same area as European and American enterprises.
-- Bring physical exhibits to increase interactivity. If conditions permit, connect cameras to domestic companies to show the actual factory situation, allowing customers to intuitively feel your production strength.
-- The special booth design should be exquisite; do not neglect the appeal of the booth to save costs. Since participating in the exhibition is an investment, do not "skimp on small expenses" in the core display part.
2. Test the Market: Rely on Agents and Simplify Investment
For markets that are still in the exploratory stage, consider the following methods:
-- Entrust a local agency to participate in the exhibition and use the agency's name to get better booth positions.
-- The core goal is to sell products as soon as possible; as long as a transaction is completed, it counts as a success, and other aspects can be handled flexibly.
3. Teamwork: Participate as a Group to Secure Good Positions
Taking the successful case of Indian enterprises at the Russian Food Exhibition as a reference:
-- Indian enterprises collectively purchased large booths in superior locations, with unified booth designs, creating a high-end and grand overall image.
-- Chinese enterprises can also learn from this group participation model, which not only saves resources but also enhances the overall attractiveness of the exhibition area.
Quality exhibition resources are actually abundant; it's just that they cannot be fully covered in a brief article. To learn more about high-quality exhibitions and their organizers, the MEEM Going Global Conference in Beijing on January 11th will be an opportunity not to be missed. At that time, a batch of premium exhibition organizers will participate in on-sites, providing enterprises with more direct cooperation opportunities.
Want to succeed in overseas exhibitions? Remember, location and foot traffic are the foundation, while strategy and execution are the key!
MEEM Going Global Conference Detailed Introduction
