WPBEIJING
China Marketing

浩浦工作室

WPBeijing China Marketing Event: No Direction

One reason why many overseas companies are disappointed with their Event Marketing campaign in China might be they [and stand builders] focus on the stand aesthetics rather than the mechanics of marketing and selling.
They get carried away with the "festive atmosphere" losing focus of their main objectives which may be:

As the Cat might have said to Alice, if you don't know where you are going, how will you know when you get there?
In other words, you need to have a clearly defined aim for exhibiting, a systematic marketing plan then design your stand around that.

Think about simple, yet basic things such as:

WPBeijing China Marketing Event: Target It!!!

Then you can start thinking about the design of your stand, you have a plan, a map of where you want to go.
Your stand needs to be warm, inviting, well designed and attractive for sure, but not to the extent that it turns people away or makes them feel uncomfortable, too flashy, noisy or "busy".
It should reflect the "tone" or "culture" of your organization.

Similar consideration should be given to staffing, sure, pretty girls in short skirts may look inviting and draw many passers by, but is this what you want? Maybe.. or maybe you are targeting serious business prospects who may find that distracting, or have a wife watching.

So again have an aim, know WHO you want to attract, make a plan and target at your preferred visitors. Which is best, 100 visitors and no prospects or 10 visitors and 3 sales?
It's not always about quantity, especially when your prospect has so many other stands beckoning them.

WPBeijing China Marketing Event: Be Proactive

Don't overlook pre and post show activities either, especially if you are exhibiting "away from home."
Your stand will be more effective if you get some advanced publicity out there.
Before the show, prepare some research on your target market, which media to activate pre show publicity then distribute your material accordingly.
After the show, evaluate it, what went wrong, right, needs to be changed, what about follow up media promotion?

To summarise, today, events are more than just throwing up a hi-tech great looking stand, it is ,or should be an indispensable part of your marketing mix and planed and orchestrated as such, focusing on aims and outcomes.

Now, this isn't really rocket science, so why do many overseas exhibitors fall down?
Part of the reason maybe language, it is easier to use the show organisers "package" than to try to orchestrate it, remotely in a foreign tongue.
But the organiser's stand builders don't have your best interests at heart, WPBEijing China Event Marketing does.

WPBeijing China Marketing Event

WPBeijing China Marketing is a specialised Event Management company helping you prepare an effective event in China that produces results.
We do not believe in one stand suits all, or off the shelf eventing.
We will oversee the total procedure on your behalf from planning, pre show research and publicity, to event execution, post event evaluation and the innumerable steps in between.

We work with some of China's and the worlds best from set design, to stand construction, audio-visual production, script writing, to talent and HR resources.
WPBEijing China Marketing will personally handle the brand building, marketing and communication strategy.

We also include little niceties like

or any other little things you might require.
In short, WPBeijing China event marketing service is tailored to your particular needs, a multi-dimensional, professional one point of contact service.

WPBeijing China Marketing Event: Generation Y

We live in the Information Age, wherever we turn today we are saturated with "information" much of it sales orientated and much of it "Hype."
Today's consumers, especially the younger generation are more savvy than before, highly skeptical of advertisers claims and reaching a point of immunity to current media such as magazines, TV,their world is SMS messages the Internet, blogs and social networking.

You think the under 30's in your country have had more liberal parenting, and are more open, more confident?
Welcome to China! Where the one child policy and a decade of economic growth has produced a generation of young, affluent, pampered, over indulged well educated Emperors and Empresses with a critical eye and outspoken attitude.
If they are not your target today, tomorrow they will be and if you lose sight of that you are going to have a hard uphill battle in China.

WPBeijing China Marketing Event: Relate to Me!

They live in a world of interactivity, no longer content just to play single dimensional PC games, they want to get out, touch, feel and relate to their environment.
For them an industry exhibition is the opportunity to see and touch the latest products, to evaluate it and compare all in one relatively small space
They can make their own judgments based on their experiences.
You only need to spend a few moments at the major China trade exhibitions to prove this.

Why is this important to me?