While the exhibition is becoming an online exhibition at Corona, many people are trying to hold an online factory tour sponsored by the company.
Since August 2020, we have been supporting the implementation of ” Factory Inspection LIVE ” and online factory tours using smartphones and Zoom.
This time, we will confirm and consider the question, “Is the online factory tour a substitute for the conventional exhibition exhibition?” From the survey conducted by Aperza.
The purpose of exhibiting at the exhibition tends to be branding for large companies and new customer development for small and medium-sized enterprises, but here we will consider “participating in the exhibition to develop new customers”.
From “Actual conditions of participation in exhibitions in the manufacturing industry and future participation intentions” (conducted in June 2020) conducted by Aperza Inc., the purpose of participation in conventional exhibitions, opinions on online exhibitions, etc. Analyze
Please tell us what applies to the recognition and participation of the exhibition (MA).
(SA … single answer MA … multiple answers allowed)
In the case of offline exhibitions, many participants come by direct mail . The fact that a direct mail arrives means that the information was already owned by the exhibition organizer or the exhibiting company.
If you hold an online factory tour in-house, you can assume that it is difficult to develop new customers. I don’t have any information about new customers at the moment.
In the case of a real exhibition, even if the exhibitor’s purpose is to “cultivate new customers,” the visitors are “existing customers” to the exhibition organizer.
The exhibition is for a business model that attracts customers by spending a large amount of advertising expenses every year and repeatedly sends information to the participants who have visited once to “send customers” to the exhibition exhibitors as new customers.
Please tell me what applies to the purpose of participating in the exhibition (MA)
“Regular information gathering” is the most common, but there are also many participants who are interested in “specific companies” and come to visit before going to the exhibition .
It is not just the behavior of listening to interested companies while collecting information like window shopping, but also having the target company from the beginning. This part can be replaced by a tour of our online factory.
Have you ever made a transaction (purchase / introduction) in the wake of an exhibition? (SA)
More than 70% of the respondents answered that they have made a deal through the exhibition .
Looking at the types of jobs, we can see that the “management,” “research and development,” and “production technology” groups are using the exhibition to create opportunities for new transactions.
If the exhibition is held online, please let us know if there are any that you think can be replaced online (MA).
Even if the exhibition goes online, many respondents say that information gathering such as “seminar” and “market trend survey” can be substituted.
On the other hand, the percentage of those who think that it is possible to substitute for communication such as “listening to the exhibiting company directly for detailed explanation” and “concrete business negotiations” is low . The place of online factory tour may be able to contribute to this communication part as well.
In this way, it is necessary to understand the strengths and weaknesses of online and offline, and plan an online factory tour.
Difference between online exhibition and online factory tour
The two words are similar, but they refer to something completely different.
Until now, factory tours have been conducted to build and maintain relationships with customers. It was carried out with the aim of confirming “whether what we want really takes shape”, and by conducting on-site confirmation, the quality of the factory is improved and the cost is reduced as a result. ..
The exhibition will participate to develop customers.
In other words, with regard to exhibitions, the purpose is the same even if an offline exhibition becomes an online exhibition, but in the case of a factory tour, it may be different between offline and online.
It is very important to be aware of this. For different purposes, “it’s not enough to just do the same thing online.” Because the person to show is different.
If the purpose of the online factory tour is to develop new customers, it is easier to understand if you think of it as an “online exhibition sponsored by your company .” Don’t forget to follow up at MA after the online factory tour.