Time cost and physical cost of exhibition customers
The total cost of customers includes not only monetary costs, but also non-monetary costs such as time costs, mental costs and physical costs. Non-monetary costs are generally hidden costs, which can only be felt by customers and not easily perceived by exhibition managers. Therefore, exhibition managers should pay more attention to the influence of these hidden cost factors.To get brand praise, 10×10 trade show booth It is necessary to have the spirit of constantly improving the quality of products, but also to have a bunch of eternal heart fire. https://quickshowdisplay.com/
When the total customer value and other costs are fixed, the lower the time cost, the smaller the total customer purchase cost, and thus the greater the “customer delivered value”. In the exhibition management, exhibition participants often need to spend more time looking for the required venues and services, and wait for a period of time to complete the purchase and negotiation, especially at the peak of the exhibition.
In the case of the same service quality, the longer the waiting time for exhibition participants, the greater the time cost and the greater the total purchase cost. At the same time, the longer the waiting time, the more likely it is to cause the exhibitors’ dissatisfaction with the exhibition, and the possibility of giving up buying halfway will also increase.
Therefore, it is an important way to create greater “customer delivered value” for customers and enhance the market competitiveness of enterprises’ products by striving to improve work efficiency, reducing the time expenditure of exhibition participants as much as possible and reducing the purchase cost of customers on the premise of ensuring the quality of products and services.
Mental and physical costs refer to the mental and physical costs of customers when they buy products or enjoy services. When the total customer value and other costs are fixed, the smaller the mental and physical costs are, the lower the total customer cost for purchasing products, and thus the greater the “customer delivered value”. In the exhibition, some products belong to the exhibition of professional products. Participants have the necessary commodity knowledge and consumption habits for this kind of goods, but they have no preference for brands and trademarks. When exhibiting such products, the exhibition organizers should correctly classify them and have eye-catching signs and price tags, so that customers can purchase goods quickly and accurately. In addition, some products belong to the exhibition of brands and high-end consumer goods. Exhibitors have higher requirements on the brand and performance of such products, and are willing to spend more time shopping rather than buying easily. At all stages of the exhibition process, exhibitors need to pay a certain amount of spirit and physical strength. For example, when exhibitors have a purchase demand for a product, they need to collect relevant information about the product. The amount of mental and physical effort paid by exhibitors to collect information will vary according to the complexity of the purchase situation.
As far as complex purchase behavior is concerned, exhibitors generally need to collect product and service information extensively and comprehensively, so they need to pay more mental and physical efforts. For this kind of products, if the exhibition organizer can provide comprehensive and detailed information to customers through various channels, it can reduce the mental and physical costs of exhibitors to obtain product information, thus reducing the mental and physical costs.
In short, in the practice of modern exhibition marketing, the business philosophy of “customer delivered value” has been paid more and more attention by merchants. If exhibition managers can introduce this business philosophy as early as possible and serve customers better, they will be in an invincible position in the competition.