Marketing: it's time for paint companies to change their thinking and play exhibition

Core tip: in recent years, with the increasingly fierce competition in the paint market, paint enterprises pay more and more attention to exhibition marketing, exhibition marketing has become an important marketing means However, on the one hand, Tu enterprises spend a lot of money to participate in the exhibition and build booths, on the other hand, the popularity of the exhibition is fading, and the enthusiasm and attention of the audience are declining again and again Although coating enterprises run in major coating exhibitions, they have little effect It's time for paint companies to change their thinking and play exhibition Paint knowledge | precautions for wall paint color selection Recommended introduction: when painting the wall, the owner sometimes has difficulty in choosing what color of the wall paint to paint In fact, there is no ugly color in the wall paint, only the disharmonious color matching The use of wall color contains the knowledge of health Too strong color will stimulate people's perception, make people have a sense of fidgety, affect people's mental health Grasp the basic principles of wall color and paint a colorful space 1、 Wall paint color selection notice 1 Light color is generally used for the top surface Light colors make people feel light, dark colors make people feel heavy Usually, the treatment of rooms is from top to bottom, from shallow to deep For example, the ceiling and walls of rooms are white and Paint Home News: in recent years, with the increasingly fierce competition in the paint market, paint enterprises pay more and more attention to exhibition marketing, exhibition marketing has become an important marketing means However, on the one hand, Tu enterprises spend a lot of money to participate in the exhibition and build booths, on the other hand, the popularity of the exhibition is fading, and the enthusiasm and attention of the audience are declining again and again Although coating enterprises run in major coating exhibitions, they have little effect It's time for paint companies to change their thinking and play exhibition Since many years ago, paint companies have found that exhibition is an important means of marketing (perhaps second only to the role of personnel sales), they have enjoyed it and benefited a lot I don't know how many years have passed, until one day, exhibitors reflect that they spend hundreds of thousands of millions of money every year, and what they finally get is the number of visitors' business cards, some unimportant demand information and the good self feeling of the exhibition site In terms of other gains, they always feel very few When it comes to the reasons for participating in the exhibition, some heads of coating enterprises said, "we have participated in the exhibition for many years, and the peers have come If we don't go, the customers will think that we have problems or are forgotten by the customers, so even in the face of this situation, we can only keep up, dare not give up." ——It's a helpless answer, but the cost behind it is huge: the proportion of annual exhibition investment in the marketing investment of coating enterprises should not be underestimated, less than three parts of the world, more than half of the country, and even aiming at several major exhibitions to carry out marketing work throughout the year After all, the Internet is a hot hand in the exhibition If there is no popular Internet, the traditional operation of the exhibition will remain invincible The Internet has changed not only the way of communication, but also the way of business transactions, and these changes will be more in-depth, more thorough, no one can escape Therefore, the exhibition marketing strategy of coating enterprises must be changed! How to change? There are two ways in front of us The first is to relocate the objectives and functions of the exhibition and change the traditional ideas and practices The second is to weaken the exhibition weight in the combination of marketing tools and seek new marketing means Let's start with the first situation The traditional thinking of participating in the exhibition is usually from the perspective of the enterprise itself - set up a platform, put on products, and wait for customers to come Imagine, in the current information has been very transparent period, if the products and information of enterprises can be easily found by the audience through the network, and the understanding is more detailed than the exhibition, then what do the audience want to get from participating in the exhibition? Only when we understand this problem can we make a breakthrough Obviously, audiences come to the exhibition to get things that are not available in other channels For example, the audience usually can't see the senior staff of the enterprise, and may interact with the senior staff directly at the exhibition; for example, the audience usually has many technical problems that can't be solved, and can easily find the corresponding experts to help solve them at the exhibition; for example, the latest products and technologies of the enterprise may not be available in other channels, and can be learned at the first time at the exhibition, etc And so on In a word, what we need to do in the exhibition is to accomplish things that cannot be done in other channels or can only be done at a higher cost Look at the second situation There is an insurmountable drawback of the exhibition, that is, the audience is always in a state of catching up, the time is seriously compressed, and the attention is seriously distracted, which shows that the time and attention allocated to your booth are poor Hurry, skimming and absent-minded are the appropriate description of the audience's psychology in the exhibition Imagine that all the booth design, atmosphere contrast, display content, etc you prepared carefully, in front of these casual and thoughtful audiences, seem to lose their original meaning, become "funny" and redundant In my opinion, this is the hard injury of the exhibition, and it can't be cured at all Because the value of the exhibition is to play the gathering effect - the gathering of exhibitors and audience, and the result of the gathering is that the audience's limited attention is infinitely divided The audience's sense of escape and fatigue under the bombardment of numerous information has greatly reduced the marketing value of the exhibition In this case, it is important and urgent to find new marketing methods to replace the marketing function of the exhibition For example, regular customer appreciation meetings, technical exchange meetings, new product launches, etc., are good substitutes for exhibition functions In this kind of activities, the invited audience can be called precise, the theme of the activity is very clear, the content of the activity is highly targeted, the audience's attention is fully focused on the activity, and the trust between the subject and the object is strengthened These functions are not available in traditional exhibitions The traditional exhibition used to be one of the most important marketing methods for coating enterprises Now it is time to change our thinking! Every coating enterprise should make its own answer Home of coatings is specialized in coatings, diatom mud, paint coating, coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, fire retardant coating decoration knowledge and decoration renderings,