The essence of marketing is differentiation, but the reality is that it is a highly homogeneous era. It is also very obvious in the investment promotion of home building materials products exhibition. Many home building materials business owners lamented that the effect of attracting investment through the exhibition is getting worse. Because of the homogenization of products, the homogenization of exhibition halls, the homogenization of attractive means in exhibition halls, and the homogenization of investment policies, a series of homogenization has led to the worsening of the investment invitation effect of each exhibition. The investment of enterprises is increasing, but the effect of attracting investment is diminishing marginal effect. For cabinet closet companies, especially for most cabinet closet companies that are developing and in the stage of channel race, the investment attraction of the exhibition is also a very important channel for investment promotion. Can recruit better quality dealers. But this year's investment form is very grim. The old brands spare no expense and strive to gain something at the show. Many new brands have emerged. They also hope to get a share at the show. High-quality dealer resources are already scarce, and this year's exhibition will attract a fierce competition for competition. The investment promotion of the exhibition is, to a large extent, an enterprise's promotional activities in the face of intent dealers, especially high-quality dealers. Promotional activities, the author has previously sent special articles, summed up a very good model, is the "three-point" of promotional activities-focus, selling point, selling point. This three-point application is very suitable for investment promotion at the exhibition. If the company is well-planned, it will definitely stand out in the investment promotion of the exhibition. The focus is to attract eyeballs, attract popularity, and attract more interested distributors to visit and negotiate at the exhibition hall of the company. At this point, many companies have misunderstandings. For excitement and excitement, for eyeballs, for popularity, and popularity. Brand ambassadors came to the exhibition site, Chinese models, foreign models, body painting, body sculptures, mobile publicity teams, violin performances, piano performances, beauty performances and so on. Some companies even moved out big speakers, and the duo turned around. One is that everyone is doing a lot of bees, and the effect is getting worse; the second is that there is lively, but the intention of signing dealers has not increased, and after the lively, it is deserted. In attracting popularity, enterprises must combine their own brand DNA to highlight their unique culture and temperament through eye-catching activities that complement each other, such as the yoga performance on the countertop of the gold cupboard, to tune the brand and The brand temperament is conveyed elegantly, which not only attracts the eye, but also highlights the connotation of the brand culture. The selling point is to show the core interests of the enterprise to the dealer, which is to give the dealer a reason to choose himself. This is mainly reflected by the design of the exhibition hall and the selection of exhibits. At this point, companies need to spend more thoughts. The design of the exhibition hall must be able to conquer the visitors at first glance, and the core concepts and core values ​​of the brand can be reflected through the materialized exhibition hall. In the selection of exhibits, you must have your own fist products and star products, and you can fully highlight the fist products and star products in the exhibition hall layout. Point-of-sale is to be on the door, so that the intention dealer can sign the intention contract and pay the intention deposit on the spot. Making articles in terms of franchise fees, deposits, decoration support, opening support, etc., has no longer been too attractive to dealers who have been brainwashed by N companies for N times. Dealers are more concerned about how to make money by joining this brand, how to make money easily, and how to make money continuously. Therefore, in previous exhibitions, excellent brands have provided dealers with escort profit models, such as joining the nanny model, the whole worry-free model, the whole store output model, etc., using these profit models to attract and impress interested dealers. Now the competition is not about which manufacturer can speak, but which manufacturer can do it, and do it well, so that the dealer can really feel the help from the manufacturer and the execution of the manufacturer. Dealers are becoming more and more cold-handed about Fool manufacturers who can only speak but cannot do it. Full preparation before the exhibition, execution in place at the exhibition, and timely follow-up after the exhibition, thoroughly understand and do the three-point style of the exhibition-focus, selling point, and selling point, can ensure that the company has some success in attracting investment in the exhibition. High-quality businessmen and big businessmen return home with full load.
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