Previously, traditional advertising media - newspapers, magazines and other printed matter and direct investment accounted for most of the plane print share exhibition publicity. But now, with the new media (media) the prevalence of new delivery channels and styles (building TV, bus body, subway advertising, microblogging, micro-channel, etc.) are also more diverse. In this regard, the group of exhibitors who need to know what media properties and delivery advantages? Which show the need to expand the marketing and more likely to be accepted by the market to promote it?

    "From the cooperation in recent years in various exhibitions and media point of view, a pure flat advertising really is not the focus of the exhibition in collaboration with the media tends to be more diversified."

                                                                                                                                                                         - Feng Xiangjun, managing director of the Cologne Exhibition (China) Co., Ltd.

    "Before, the exhibition organizers in the content promotion, when advertising to run chasing the media, and now there is a lot of magazine will take the initiative in renewed cooperation with the organizers, the exhibition platform to good use this card."

                                                                                                                                                                             - Yang Hongling deputy general manager of Beijing is Beijing International Exhibition Co., Ltd.

    "Chengdu Wedding Expo emphasize the amount of the target audience to the scene, the media choose to sign up and will consider more cost-effect scene type of media."

                                                                                                                                                                  - Yang Huicheng all Century City New International Convention and Exhibition Centre Wedding Fair Project Leader

Question: group of exhibitors at the show advertising when you do, what you want to show the type of media considerations based on?

Feng Xiangjun: Cologne exhibition relying on global resources, focused in the areas of communications, media and fashion, home, garden and leisure, arts and culture, food, furniture and decoration, health and leisure, technology and environment sectors held landing in China market professional exhibition, so our advertising audience is mainly related professionals for the above industries based. Based on this characteristic, most of us would consider the following factors when media delivery: the influence in a particular industry, whether it has the resources to match the customer, can quickly and accurately communicate information to the target audience.

Of which the first two main industries in the global Based on our accumulated expertise and media resources, including trade journals, newspapers, websites and industry forums and summits and the like. Right now, with the rise of mobile Internet technology, including overseas Facebook, Twitter, Linkedin, or domestic microblogging, micro letter and other new media applications, it has become a mandatory manner and means of our marketing.

For the pre-show promotion and publicity, we at the same time maintaining conventional means direct mail delivery, email blasts, telemarketing centers, professional media advertising, but also more and more inclined to use the Internet as a marketing tool to promote the show, for example, the establishment of establish official microblogging, micro-channel public exhibition numbers, and with the relevant industry and other influential opinion leaders in partnerships, and through Linkedin increasing the influence of the exhibition and other professionals in the community.

Yang Hongling: We held regularly every year in Beijing and Guangzhou, the Beijing Exhibition positive pregnancy baby, although the subject matter is for life, for the average consumer, but it still belongs to the category B2B exhibition, consumers (general audience) is not of this industry Object leading mainstream solicitation strong professional development of our B-side mainly involves ordering exhibitors and visitors this child, we usually only in the last day of the exhibition open to the public fishes. In October we will hold a B2C class exhibition in Beijing, it will face more local consumers, distributors, chain stores and other businesses. B2B, B2C two different types of exhibitions, in advertising and marketing approach is different, the former is needed is more robust database itself, improve digestion, for the general public may be less advertising; and B2C on different, need to use a variety of combinations of media.

Question: For the different characteristics of the exhibition project, for those looking for what media as docking it?

Feng Xiangjun: Cologne for all of its exhibitions have done professional orientation, such as China International Sweets Fair (Swe ets C hina) and Harbin World Agricultural Fair (Agricultural and Food Expo Harbin) in which this type of industry is a consumer show, the general public's participation is also an indicator of corporate exhibitors valued. In order to provide better service, we set up a special public open day on these two exhibitions, both to help customers explore ways to help its insight into consumer needs, enhance its public visibility. This type of advertising the exhibition, we will still be the industry's influential professional media as the main channel, together with the use of the exhibition organized by the local mass media spread the power, as well as word of mouth spread all kinds of new media and content marketing, expanding public awareness Show cognition.

In addition, exhibitors are also actively cooperate with our important propaganda channels. Currently, the annual two show exhibitors to invite their own customers have a lot.

Yang Hongling: In recent years, we have been through and outside the industry, the mass media in the promotion of the show consumer brands, including magazines, websites, forums and other media forms, which is certainly the best choice for the industry's media, such as a baby network, a Kids nets, including direct advertising of publicity and replaced some of the more powerful media industry, also spending some of the costs. Of course, in the face of B2C class exhibition, we also plan to increase the latter part of its efforts in this area, the main steering socialized publicity within the industry, to intensify propaganda for the mass media category, increase cooperation viscosity, improve Such media crawl rate and reprint rates.

In addition, the use of new media, for solicitation in the past two years show exhibitors and professional visitors, also has been trying to optimize Baidu search keywords, and by way of a third party (technology companies) involved, increased search efforts, make this network outreach ultimately linked to the exhibition's official website. The cost, which includes the launch of Baidu (publicity) costs, including technical maintenance of third parties.

Yang Huilan: Our Chengdu Wedding Expo (hereinafter referred to as "Wedding Fair") project whose main audience is "80", "90" Young man, this part of the population live, work, play and spending time mostly in On the Internet, the network of acceptance is high. Moreover, as the B2C category Wedding Expo exhibition, which show the effect depends on the quantity and quality of the scene target audience. Wedding Expo media alternative to fully integrated media reading habits of the target population, but also more inclined to sign up directly encourage the target audience, as well as the target audience attending the event to promote the effect of type of media. Thus, the wedding expo media placement adhere to network-based media, traditional media supplemented, and take advantage of new media portfolio.

Wedding Expo media delivery network to keyword bidding, ad images, free invoice, news release, microblogging collecting a variety of ways, covering a wide range of young people keen website, Chengdu regional networks to show only exceeded one billion times to ensure that more than 65% of the Chengdu region of 25 to 35 year-olds to see the wedding expo information. Also, take full advantage of the interactive characteristics of strong media, prompting the target audience to visit the Online Registration. In addition, traditional media advertising, not only for the target audience online registration has great role in promoting, and traditional media platforms has the authority, in favor of Chengdu Wedding Expo branding, but also promote new scene, the rate of increase has played an active scene effect.

Question: The past two years, similar to the television building, taxi, subway, bus body, flags and other road serving increasingly diverse media, which helped put the exhibition advertising be? The actual effect of what?

Feng Xiangjun: We have noticed some very mature and well-known show government-led exhibition selected "building advertising" or "Road flag advertising" to promote, it has the advantage of wide audience, convey information quickly, brand enjoys popular support, to attract public attention in a short time. If the budget allows, the face of such media is ideal for the average consumer B2C type show.

World Agricultural Fair in Harbin put before the show, including buildings, road flag, traffic arteries electronic screen, taxis and other advertising media, with good results after two days of public open day is ushered visitors 50000 visitors results. But for the professional exhibition, the exhibition venue in the face of such mass media advertising, often lack direct targeted visitors, compared with the dissemination of results can be achieved, the investment cost is relatively high, so we use on will become more cautious.

Yang Hongling: Building in advertising, the last two years we have been trying, it specifies the specific operation is divided into two parts and random, to cover not only office buildings, but also including senior apartments and family wings, this advertising is mainly targeted at the consumer class crowd. For exhibitors feel our group is that, first, it's too expensive for the consumer offer, its advertising effectiveness also requires a very slow rendering process, rather than as we partner organizations, activities unit more closely this combination channels of cooperation, put in effect so direct and obvious.

In addition, for handrail advertising in the subway, we have been collecting various views, but to bring together the result is generally considered the effect of such advertising is not too clear, after all, society is full of too many commercials now, and the number is very large , very few people away because of one advertising your exhibition or event, unless it is the demand of the people for this product is very high. Most people give feedback are: "Oh, I know there is this thing, but it may not go!"

Yang Huilan: Wedding Expo has done building TV advertising. Wedding Expo and fit building TV mainly in two aspects: First building TV mainly in office buildings, shopping malls, commercial and residential downtown area, most of the audience has a certain economic conditions or the spending power of the crowd, so in these places Place building TV advertising, brand influence to establish fair and exhibition to enhance the visibility of having a good effect; the second is forced to watch such advertising, multi-point, wide coverage, complemented by high frequency of delivery, can greatly deepen the impression of the audience for the advertising content, and thus further strengthen the advertising effectiveness.

Wedding Expo put the actual effect of view, building TV advertising as brand type of media, brand image and brand positioning action of Wedding Expo obvious. At the same time, this type of advertising covers most participating merchants, conducive to the breeze. However, such advertising media coverage of the marriageable population is not enough accurate, carousel form also makes information display short time, and the high cost of delivery.

From an operational cost point of view, building TV ads running costs and maintenance costs are very high. We each show on such media delivery costs due to delivery times, delivery points and the number of pros and cons, as well as the length of screen advertising, frequency, etc of different parameters are quite different. Wedding Expo such as the target audience to the scene to emphasize the amount of the exhibition, which will take into account the media choose more cost-effective to apply effects and scene type of media.

Question: Today, micro-channel public platform fire, microblogging spread effect still persisted, such as an intermediary for the pre-show publicity and advertising play a little help?

Feng Xiangjun: micro-channel public platform and microblogging as a new social media representatives, compared to traditional e-mail, SMS and other push mode, with low cost, cross-platform, real-time, interactive, easy to monitor the effect of the advantages. Needless to say, these two emerging social media for promoting the role of the pre-show publicity is enormous.

We will have to establish official micro-channel public number and official microblogging November this year, "organized by the China International Kitchen & Bath Fair" and the "Beijing World Food Fair" in preparation, will show first-hand information and real-time delivery industry to target customers base, increase customer loyalty, improve loyalty, and ultimately led exhibitors and visitors visit the exhibition site. Meanwhile, customer groups and actively interact, get feedback customer needs, and as a basis to improve their work, improve customer satisfaction. In addition, we also plan to use more mobile Internet means for the group exhibition side, the exhibitors and visitors of common services. Yang Huilan: new media delivery, such as microblogging, micro-channel publicity, not only created a window to raise marriage and the new interactive exhibition, the daily information class information dissemination, in transfer related useful information to the user, but also have to make Wedding Expo Beyond the exhibition itself, become marriage the couple raise assistant, greatly enhance the viscosity of the exhibition and the target audience. The target audience of the new media to promote and encourage enrollment site visits have the help. Wedding Expo micro-channel, microblogging platform, not only can let consumers know the most useful information to raise the marriage class (Daily Post), the show is the best platform for real-time information dissemination (till information release). Wedding Expo site as extensive and detailed business information, business information and other concessions. You can also take advantage of new media micro-channel, microblogging raffle, increased interaction with the fans, but fans are also more willing to use microblogging, micro-channel for self information dissemination, such as the circle of friends blueprint, reviews, @ friends and so on, the objective is to enhance Wedding Expo visibility, reputation, credibility, and promote more chips married couples to participate in the exhibition. Summer Wedding Expo this year, we only search for votes by free micro-channel platform, it attracted more than 2000 pairs of new online registration to register.

Question: Do you think the traditional print media has been put in the "twilight"? There is no change in the future mode of cooperation possible?

Feng Xiangjun: In 2007, Bill Gates at the World Economic Forum in Davos, Switzerland, had been to such a conclusion: With the increasing development of online video products, the Internet will be the status of "subversion" television within five years. So in retrospect, in developed countries, online media and other new media is vigorous sunrise industry, while the newspaper is has become a "twilight" sunset industry, has been in rapid decline of the channel. In our country, especially in the central city, this trend has become increasingly evident. Admittedly, with the development of network technology, online media has gradually become a new mode of information dissemination, much to replace the momentum of the traditional media. Therefore, traditional media must actively seek technological innovation, seek to change the business model, new development by embracing the mobile Internet, full media convergence has become a trend.

Cologne from cooperation in recent years in various exhibitions and media point of view, a pure flat advertising really is not the focus of the exhibition in collaboration with the media tends to be more diversified.

Yang Hongling: First, has clearly felt this trend has become increasingly evident, but in the actual exhibition and resource docking process, we are also seeing more traditional print media industry in the quest for transformation, or It is a role reversal. Before, the exhibition organizers in the content promotion, you want to run when chasing media advertising, but now there is a lot of magazine will take the initiative in renewed cooperation with the organizers, the exhibition platform to good use this card. More magazine issue itself will increase the amount invested through subscriptions and advertising companies, distributors and other channels. April of this year's show, we have already seen the media industry accounted for more than 180 square meters in area, more than ten million investment to build on their booth fee, and increase manpower to promote their brands. This scenario is hardly seen before.

Question: How do the "active zone propaganda" is a pan-righteous form of advertising, the current use of?

Feng Xiangjun: Before we held the domestic large-scale professional exhibition, will be according to the marketing plan, phases, sub-themes and regular news conference, media appearances, holding a small road shows and other professional marketing activities in order to achieve enhance the brand image and expand Show awareness, enhance competitiveness objectives. Just a few weeks ago on May 28, we have just held the "2014 China International Kitchen & Bathroom Fair" (CIK B 2014) will meet the media in Shanghai, we invited a number of professional organizations including the German industry association, including a modern kitchen and the media arrived at the scene, the effect is significant.

The exhibition concurrent activities, the exhibition is not just icing on the cake for the role, and sometimes can be a key factor in attracting buyers scene. For example, we will be held during the 2014 China International Kitchen & Bath Expo earlier second kitchen industry development forum, the theme of the forum, international food tasting events, German and Italian Kitchen Showroom, China's cabinet Design Innovation Competition awards ceremony and a series of activities . In activities with propaganda, the important thing publicity. If you can live a wonderful activity graphics and even video in real time sent to the potential target customer groups, their propaganda is enormous. Of course, now the mobile Internet technology makes it all possible, to make every show the audience become Language from the media, as long as the quality of projects and activities is good enough, then the power of word of mouth marketing will surely bring us a Surprise!

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                                                                                                                                                                                                             This article comes from - China Exhibition magazine