Become a trusted exhibition marketing expert

Celion Su

As a professional outbound exhibiting company， Zhejiang JR Exhibition Co.， Ltd. （hereinafter referred to as "JUST RIGHT EXPO"） has not been established for a long time. However， in the process of continuous business upgrading and development， the companys mission of"becoming an exhibition marketing expert" has become increasingly clear. This year， 15 years after its establishment， JUST RIGHT EXPO founder and CEO Well Chan explained to reporters the transformation process of "from exhibition services to exhibition marketing" and the companys operating methods.

Efficient exhibition marketing scenarios help companies globalize

Since the beginning of the year， the COVID-19 epidemic has swept the world， and global exhibitions， especially overseas exhibitions， have been cancelled or postponed. Well Chan said that， as an enterprise mainly engaged in overseas exhibition business， the business of JUST RIGHT EXPO has also been greatly affected. Fortunately， although the situation at home and abroad was very severe at the beginning of the year， as the domestic epidemic was better prevented and controlled， the company gradually resumed the communication and visits with customers to deeply understand customer needs， and conduct various businesses in an orderly manner. In addition， a few years ago， relying on outreach resources， JUST RIGHT EXPOs domestic services extended to several major sectors including exhibition organization， home exhibition operations， and corporate exhibition halls， this also has helped ease the companys operational pressure.

In Well Chans view， the essence of outbound exhibition services should not be simply booths selling or construction in the traditional sense， but rather， digging into customer needs， providing value-added services， and assisting customers on how to better "go out". Especially to help customers build product brands and improve marketing effects. Through the past 15 years， under the theme of "marketing"， JUST RIGHT EXPOs business development strategy has become more and more distinct and its positioning has become clearer： “to be an exhibition marketing expert”.

In fact， a few years ago， Well Chan put forward the slogan "View exhibition from an outside industry angle" to remind people to pay attention to the essence of the exhibition as a marketing platform. He pointed out that exhibitors embrace different purposes for participating. Some companies mainly want to get orders， others want to conduct brand promotion and industry exchanges， and some companies want to release new products or increase exposure through exhibition forums and industry evaluations...or multiple purposes. But all in all， in terms of core functions， corporate participation can be regarded as a marketing activity based on the exhibition scene. Therefore， JUST RIGHT EXPO provides customers with comprehensive marketing solutions through the domestic and foreign cooperation resources accumulated over the years.

Step by step in technical revolution

Looking at the international exhibition market， as the epidemic continues to persist， offline exhibitions to a large extent are still blocked. Digital technology has injected new impetus into exhibition activities and has become one of the choices of many exhibition companies. However， unlike many companies turning to holding online exhibitions one after another， JUST RIGHT EXPO did not use its main energy to create online exhibition projects， but to help customers develop internationally through mature electronic marketing platforms such as Alibaba， LinkedIn， and Google. Well Chan said that although it seemed that the combination of online and offline will become the future trend of the exhibition industry development， but how to integrate both is yet to be explored. At present， the development of online exhibitions is still immature. If an exhibition has an offline version， companies generally prefer to participate in offline exhibitions. The difference is that due to the impact of the epidemic， the companys participation budget may decrease.

In fact， although it has not run after the trend of online exhibitions， as a convention and exhibition company， JUST RIGHT EXPO had an early start in technology empowerment and the practice of smart exhibitions. It is also the first national high-tech enterprise in the exhibition field in Zhejiang Province. As early as 2007， the company began to digitize the service process， realized the collaborative work of various departments， and greatly improved the efficiency of customer connection. For example， through the "JUST RIGHT EXPO Exhibition Mall" on the companys official website， customers can easily purchase booth reservations， booth construction， international business travel and other exhibition services just like visiting an online supermarket. JUST RIGHT EXPO staff can then directly pick up the orders for function from the back office. This saves the circulation of a large number of forms and mails in the traditional docking process and greatly improves work efficiency. More importantly， through the user data and customer tags accumulated on the online platform， JUST RIGHT EXPO can explicitly portray customer portraits， tap the potential needs of customers， and provide customers with more targeted services， which is also conducive to the companys sustainable development. It is worth mentioning that most of the exhibition companies are small and medium-sized enterprises， and they are often concerned from insufficient funds in terms of online platform construction. In this regard， Well Chan said that the use of technology has many different levels， and each enterprise can operate flexibly according to its own purpose and make progress gradually.

Unite staff with excellent corporate vision

After 15 years of hard work， JUST RIGHT EXPO has developed into a medium-sized exhibition company with more than 100 employees. The company organizes various employee activities such as sports and group building tours every year， and employees have a high degree of recognition of their company. When asked about the secret to building a good corporate culture， Well Chan said that it is not just to engage in activities happily， but to bring everyone together through a common mission and vision. An enterprise needs a clear mission and vision to develop and grow.

Well Chan believes that exhibition is an excellent platform to build trust， and JUST RIGHT EXPOs mission is to "Globalize Your Business With Trust"， and utilize exhibitions as a carrier to help customers reap business opportunities. "Trust is the foundation of all partnerships." Well Chan pointed out that although there are now multiple marketing channels such as e-commerce and live broadcast， exhibitions are still the mainstream B2B marketing platform. In the exhibition scene， it is easier for people to build trust between each other and finally establish business cooperation. For example， he said that even in the field of online marketing， live broadcast is more effective than traditional static graphic advertising， because in the live broadcast scene， it is easier for sellers to gain the trust of the audience. Meanwhile， " Globalize Your Business " means that from the very beginning， JUST RIGHT EXPO has positioned its business scope as helping foreign trade companies reap global business opportunities through the exhibition platform.

Well Chan added， “It is not sufficient for a business to just make a profit， but to perform with a mission.” He hopes that in the process of achieving customers， JUST RIGHT EXPOs own corporate vision-“to be the most respected exhibition in China and to continuously develop for 99 years”. Nowadays， “National high-tech enterprise”， “Hangzhou famous service brand”， “Hangzhou famous trademark”， “Excellent exhibition service organizer in Zhejiang Province”...The numerous honors witness the companys efforts and gains in fulfilling this mission. Speaking of the future development of the exhibition industry， Cheng Wei said that although we cannot predict the progress of the epidemic， the enthusiasm of foreign trade enterprises to "go global" and trade globalization are irreversible mainstreams. Outbound exhibition companies need to seriously think about "what can we do for customers？" and be brave to innovate to form distinctive competitive advantages， if they can eventually become exhibition marketing experts who precisely understand customers needs and dig in-depth local buyers， they will be able to more effectively solve customer pain points and create greater development space for themselves.