Carrollton China

WPBeijing China Marketing introduces its China Trade Event Strategic Marketing philosophy

With the global economic crisis of the past 18 months we have seen a change in world order and relationships.

Whilst already a dominant player, China has become a more attractive destination for overseas SME"s looking for new markets.

This has resulted in an increase in business interests in China, from companies keen to experience or expand their China market.

However their experiences have not always been positive.

Many choose the China International Trade Fair circuit as their starting point and come here with high hopes and Great Expectations.

But in a recent survey WPBeijing noted that many SME exhibitors said the results of their China Event or Exhibition had not been as satisfactory as they had hoped.

Few had prepared any exhibition marketing plan or given it much strategic thought.

WPBeijing's Managing Director, Ms Yu explains:

“These days Trade Shows are "New Media," an important part of many companies marketing mix. The trade show has evolved and is now more professional, and competitive, especially in China where the market is running hot. What might work in Dubai, Berlin or Kuwait isn't necessarily going to work in China but can be difficult to understand without local knowledge or experience”

Businesses thinking of trade exhibits need to spend as much time on an exhibition strategic plan as they would on any other campaign.
Obviously from the comments WPBeijing received, many are not.

Results show a successful trade fair is more than simply designing a good looking or hi tech state of the art booth. Visual appeal is important but is really dressing, the icing on the cake.
Planning determines how successful the design is in the end, not the other way round.

Ms Yu again:

“Of course these companies see the need for planning, they have a professional financial plan, business plan and marketing plan but don't tie their event into the overall objective. In short, their exhibition was running as a unit separate from the overall aim of the company. Put another way, they had forgotten their strategic objective, the WHO, WHAT, HOW and WHY are we here.”

Many cited problems with language barriers, lack of any REAL support and acute shortage of reliable, up to date information from which to make crucial management decisions forcing them to rely on the local show organiser and their sub contracted exhibition crews.

This is a far from ideal situation and many companies, especially the smaller enterprises felt like they did not really get good value for money or service and left with a negative view of China and business practice here.

The problems mentioned above withstanding, part of the problem has to be accepted by the companies themselves in not preparing or planning sufficiently.

Focusing on stand design and aesthetics and looking at it from one's own perspective, not potential clients makes it more difficult for clients to do business with them, or from another perspective, easier for the competition.

WPBeijing's Strategic Marketing Philosophy will help overseas SME's ensure their exhibition is an integral part part of strategic marketing, orchestrated and organised in a logical, clear, systematic way dovetailing into the into total marketing plan.

Vital pre and post show marketing opportunities pave the way to increase highly targeted visitors and effective follow up resolves unanswered queries increasing the conversion rate.

As a locally based studio with some 8 years experience WPBeijing is ideally placed to represent small and medium businesses and to follow up to ensure that the expectations and demands of the exhibitor are indeed met.

They become a China extension of the off shore company, building a bridge between the countries to provide a positive working experience and change perspectives.

By presenting a better service WPBeijing expects SME's to benefit and compete with local players on an equal footing maximising the results of their China Trade Fair Events.

WPBeijing China Marketing is a multi lingual global marketing studio with native speaking English, Chinese and Russian directors based in the heart of the CBD in Beijing.

Since 1999 they have specialised in providing marketing services for many companies that require support in ;
customer relationship management,
advertising,
consulting,
market research,
branding and related marketing functions

For established China based companies WPBeijing China Marketing also provides a critical, cost effective marketing and branding solutions essential for international companies doing business in China including strategic planning and coordination for;

events,
trade exhibitions,
conventions,
product launches
and media conferences.

For details please visit

WPBeijing

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