How To Make Garment Enterprises Achieve Twice The Result With Half The Effort?

　　 Consultant: famous brand strategy consulting expert Wang Xiangsheng

1. in this large exhibition, what is the most important thing for an enterprise to take part in?

The most important are the following: why clear strategy? Exhibitors ? expand the brand, or publicize? Or PR? It is unrealistic to expect many customers to be lucky enough to get ready for the exhibition. Many people spend a lot of money on booth decoration, image and so on, but they do not pay attention to the image and level of people. But the final intention decision may be influenced by their employees.

2. how can you convey your brand's information more effectively in the exhibition?

Whether the decoration image is consistent with the brand concept. Can the graphic image effectively display the brand belief?

Does the details in the booth Express brand culture? For example, we often see some booths which are known as foreign brands. Some Chinese style props are used in the booths. There are also brands with high management level. The neatness and cleanliness of their booths are all in a mess. How can they be convincing?

People are the most representative brands. Whether the image and behavior of brand employees can represent the brand is very important.

It's not enough to rely on booths. It's also important to organize some activities that match the concept of style through media publicity and introduction.

3. how to use the media to promote?

It is very unlikely that the media will find interest and access to the brand on the spot, and media promotion should be planned.

1) promotion before the meeting

Better beforehand. media Contact (don't wait for the exhibition day, because everyone is busy), let them really understand the brand, so that the future reports will be more in-depth; in the first half of the month, media publicity (advertising and brand introduction) will give customers the impression of brand before the exhibition.

2) promotion in the conference

More advertising can not only be advertised, but also can be used as a VISALAIDS (visual image) negotiated with customers. The brand image and presentation in the media are more convincing than customers' publicity. They should also be invited to the media in advance, and the follow-up reports after work will also show the influence of the brand industry.

3) promotion after the meeting

It is often ignored by the brand enterprises, but think about the booth and activities that have invested hundreds of thousands or even about one million yuan. After the exhibition, all of them have been demolished and vanished. If we can continue to publicize and report through public relations follow-up and media, the influence time of brand will be longer and the scope will be wider.

4. how can you convey your brand's information more effectively in the exhibition?

Before the exhibition:

1) clear strategy and purpose;

2) first plan and act again.

3) look for differences and creativity (showing brand difference).

4) send out invitations, follow up to the end (including inviting industry leaders, media, etc.) Market Customers, existing franchisees [don't forget].

5) advance public relations, including industry leaders, media and shopping malls; this is why some booths are particularly concerned with leadership, media and shopping centres.

6) brand promotion before exhibition; {page_break}

7) staff publicity and training (brand, company background, terms of alliance, reception etiquette, negotiation skills, etc.) and rehearsal.

After the exhibition:

1) guests' follow-up (letters of thanks, brand related reports, information, etc.).

2) media follow up: further interview and related publicity and long-term cooperation;

3) follow up with the intention customers: the less time you contact the customers after the exhibition, the less the customers' impression of the brand will be, even if they do not participate in the exhibition.

4) summarize and evaluate relevant documents and files.

5) don't forget to praise the staff involved.

5. how to view the exhibition of enterprises in the same period?

Of course, it can complement each other.

6. what other issues do we need to pay attention to during the same period?

1) is there enough manpower?

2) are you ready to perform the clothes?

It may be dull to make stage performances by selling clothes.

3) is there any special person responsible for the arrangement of products (the director can be responsible for the performance), the on-site management personnel, the background management (or the invited professionals) and so on.

4) whether the performance has characteristics, topics and attractiveness;

5) as in the exhibition, we should pay attention to the role of the media before, after the scene and after the event.