Trade fair has become a significant platform for company to expand promotion and boost sales, where increasingly more exhibitors make customized decoration for their premium booths. When the 20th session of Guangzhou Int’l Toys & Gifts Fair is arriving, TOY INDUSTRY hears ideas from directors of the fair supporter, renown fair organizer and premium booth decoration contractor to know about fair decoration history of domestic China, as well as status quo in overseas fair market.
Li Zhuoming (Administrative Vice President of Guangdong Toy Association)
The Guangzhou Int’l Toys & Gifts Fair we sponsored has greater area year against year. Obviously, premium booths with special decoration are attractive to more visitors. Firstly, decorated booth will enhance the image impression on visitors and improve company’s popularity. Secondly, buyers will gain more confidence for they consider premium booth as embodiment of exhibitor’s power. Finally, good decoration will make exhibits stand out as top-grade products.
At present, not so many domestic companies set up premium booths in overseas exhibition. However, in view of dynamic development of domestic toy fair, companies have attached greater importance to premium booth decoration. In Guangzhou Int’l Toys & Gifts Fair, what impresses buyers and common visitors most is not only toys, but also colorful decoration.
Zheng Xiemin (Office director, China Foreign Trade Guangzhou Exhibition Corporation)
Exhibitors have higher recognition on premium decoration during these years, and they are willing to spend great money on it. It can demonstrate image, power of a company, by which exhibitor can polish its brand and attract buyers. Generally speaking, buyers and visitors will give their advert to premium booth with decoration.
Foreign regions like Europe have relatively higher recognition on premium booth. In Germany, Italy and Britain, 100-percent exhibitors will make extra decoration in their premium booths. On the contrary, US prefers a simple and low cost method. Even a company has several booths, a table and some chairs are done.
In large toy fair in overseas market, for instance Italy, Netherlands and Germany, many companies make their booths into the shape of a large toy. They are always powerful companies, which own bigger exhibition area. By the way, in order to protect IPR, their booths are always in close style and knockdown parts, which can be used next time. Actually, not so many Chinese exhibitors adopt premium decoration in overseas fair.
You get what you pay for. Lower cost will reduce the effect of decoration. I think, the best way is to turn good design into knockdown parts in same style orientation. It should not be laggard within 5 years. It will be less expensive.
Chen Huangman (Chief of organizer of Guangzhou Int’l Toys & Gifts Fair)
Judging from Guangzhou toy fair, I find more exhibitors emphasize corporative power and image now and more and more of them turn to premium decoration. Last year, our fair receives more premium booths than standard ones, accounting for over 50 percent of total area. But six years ago, only around 20 percent is of premium decoration.
What kind of premium decoration booth can arrest buyers? The more luxurious the better? Not at all. Simple but practical design can attract buyers as well. I have some idea, as shown below.
•Let your theme standing out
•Get harmonize in color, differentiate primary and secondary
•Arrange exhibits well in clear partition
•Offer rich product mix
•Provide enough materials for buyers
Zhou Haiping (General Manager of Chuangersen Exhibition)
We are one of premium booth decoration contractors for large events such as Canton Fair and Guangzhou Int’l Toys & Gifts Fair and have good experience for many well known companies.
Premium decoration does help companies. Firstly, it reflects their image and power. Secondly, merit and strongpoint of products can be demonstrated to bring more orders. Many of our clients tell us that, when price points are on an equal basis, buyers would choose exhibitors that have premium decoration booth.
Expense on premium booth is 30 to 40 percent higher than standard booth. However, during these years, increasingly more exhibitors trend to select premium decoration. Some will have even large decoration area, and have higher requirement. In some fair, area for premium decoration is increased to around 80 percent of total area, against the percentage of 40% to 50% at previous days.
Currently, a majority of materials for decoration is wooden and it is a trend to adopt simple, modern and decent style. Lighting will be in various manners and brightness is essential.
Zheng Weiping (General Manger of Star-Moon Toys )
Since Guangzhou’s toy fair founded in 1989, we make exhibition every year. Since premium decoration benefits the image construction and product demonstration, we have adopted this pattern since 1999. At that time, not so many companies do the same.
We emphasized our image and product in decorating process. Distributed toys are divided according to different brands, districts and function. They are made to attract more attention. Our booth number ranks high in each session. Bigger area can bring full demonstration on bestsellers possibly. In 2007, Clics, construction block series distributed by us successfully brought in a great number of buyers, rising as one of highlights in the session.
Conclusion of MC
It is common understanding of our guest on function of displaying company image and power, as well as products themselves that premium booth decoration has.
Cost will be increased when special decoration is attached. In order to maintain an equilibrium point between good effect and reasonable cost must be sought out. For instance, knockdown parts that can reused, compact and clear design, coordination of lighting and color, sectional display, etc.
No matter you choose premium booth or standard booth, you are expecting for more attention to your company and products. How to make effective promotion deserves our consideration.
Topic next issue: “What’s the Know-how for toy promotion?” █
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