Strategic Event Planning is important, but other factors conspire to bring disappointment from China Trade Fairs. Language is one, leading to misunderstanding.
Remoteness is another, difficulties in organising from abroad. Reality did not match expectations.
Relying on show organiser to manage events has limitations, results in unreliable outsourcing.
Trade shows, fairs, expos, product launches have short window of opportunity. Advanced publicity with China Social Media increases stand effectiveness, maximises opportunities.
Careful profiling and targeting, location based services [LBS] provides visitors who are already "warm prospects" for your product, ready to order.
Post even follow up Social media activities keeps your brand in front of your visitors long after the show has ended, builds stronger brand and ongoing loyalty.
It also provides a second chance at visitors who were unconvinced and who may normally forget you once they leave the exhibition. Showing interest in them helps bring them closer and can identify why they were uncommitted.
Chinese Social Media; the hottest marketing tool in China. Chinese Social Media sites; Weibo, Renren, have thrust China marketing light years ahead, to the point where Weibo is now the default on line marketing tool in China. China Social Media builds a close relationship with customers, relating to their needs and wants in real time.
VW using Social Media Marketing with Events
Social Media Event Marketing improves results
Social Media helps target specific customers
Digital Marketing is INTERACTIVE, vibrant, effective, no longer cold, sterile and impersonal
Another problem that many overseas SME's run into when exhibiting in China is the language.
Certainly, the show organisers have English speaking customer service staff, but there is a difference in speaking and being able to think the same way as you.
So often there is room for misunderstanding.
Remoteness is another factor that some have mentioned, it is difficult to try to organise from their hometown by E-mail or telephone. The reality did not match expectations.
Commissioning a specialised China based Event Management company is not always a cost effective option for SME's and again raises the issues of distance and language.
A popular option is relying on the show organiser to mange the event, but this has limitations as they may contract the work out to stand designers resulting in an "off the peg" style.
But WPBeijing does'nt 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.
Although we can't do much for the distance, our obvious advantage is we speak English, native style, so we think as you and can communicate easily.
We take pride in our work and will ensure that everything from set design, stand construction, audio-visual production, script writing, to talent and HR resources all dovetails in with your Strategic Exhibition plan.
And of course, as a dedicated marketing company, WPBEijing China Marketing will personally handle the brand building, marketing and communication strategy.
The average trade show lasts 3 days, probably less when you look at stands that spend half the first day still preparing and are breaking down after lunch on the last.
Product launches have an even shorter window of opportunity.
By organising advanced publicity your stand will be more effective so, to maximise opportunities, WPBeijing designs pre and post show activities into its event marketing plans.
From the Strategic Plan we have agreed with you we will research your target market in depth, identify the most appropriate media then distribute your material accordingly.
With careful profiling and targeting you will have visitors who are already "warm prospects" for your product.
After the show we will sit down with you and evaluate it, what went wrong, what went right, what needs to be changed.
Lastly follow up promotion aimed directly at your visitors.
To summarise, WPBeijing event planning is about more than just throwing up a hi-tech great looking stand, it is an indispensable part of your marketing mix and planed and orchestrated as such, focusing on aims and outcomes.
Senior Planner/ Strategist/ Adviser and Consultant, Ms Everlyne Yu has been in China marketing since around 1999.
Marketing assistant, Ms Vicky Sun is directly responsible to Ms Yu for executing the strategic plan.
One of our E-gen, based in Kyoto, Ms Ella Pang is Nicks Japanese counterpart and is responsible for liasing with Chinese clients in Japan and developing Japan business.
Mr Nikolay Anisimtsev, Russian Business Manager.
Nick has a strong background in far East research and has written and published more then 40 articles in leading Russian magazines and newspapers.
Bicknell, hails from UK, educated in NZ, travelled through Asia and Russia and has lived in China since 2001.
One of the original founders of BTi Wordperfect back in 2003.
Room 905/ Tower 10,
40 Degrees North Latitude
Lai Guang Ying Lu Ko Xi, Wangjing, Chaoyang,
Beijing, 100102 China
Tel: *86 10 84364-528
Mobile [*86] 186-117656-49
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