Exhibition: A Special Art (English Version)

Author: [Dutch] Dries van Opstal
Publisher:
Publish Date: 2004-10-01
Features: In the Netherlands, millions of companies interested in exhibiting, as well as many exhibition organizers and exhibitors, have long been familiar with Dries van Opstal's book. This book, proven by the market, is a unique tool for enhancing exhibition effectiveness, where every essential detail an exhibitor must know can be found. Shanghai, as a modern international metropolis, hosts countless exhibitions every year. With the successful bid for the 2010 Shanghai World Expo, exhibitions have become a highlight of the city, attracting exhibitors from around the world and visitors swarming in, all of which embodies boundless business opportunities. However, as an exhibitor, do you truly grasp the opportunities the exhibition brings to you? How can you make your exhibition more rewarding? If you have carefully read the book "Exhibitions: A Special Art" by Ms. Dries van Opstal, you will surely gain some insights: exhibitions require artistry, and only through meticulously prepared participation can you achieve great success. The author has over a decade of experience in exhibition training and has trained many companies and institutions that need to participate in exhibitions, such as IT companies, financial firms, construction enterprises, food factories, job centers, and universities. She has also served as a member of professional evaluation committees, reviewing major exhibitions across Europe on multiple occasions. Especially before the 2000 Hannover World Expo in Germany, the author trained all the staff of the Dutch Pavilion, enabling them to provide more (enthusiastic and attentive) service to visitors, resulting in fruitful outcomes for their participation. The purpose of the author writing this book is to share successful exhibition experiences with everyone, helping more companies and institutions seize opportunities and achieve greater returns at exhibitions.
In this book, the author first highlights the importance of participating in exhibitions—it allows your sales team to reach a large number of potential customers in a short time, something absolutely impossible in daily sales, which is why exhibitions are so attractive. Next, the author systematically and thoroughly introduces aspects such as preparation before the exhibition, reception during the exhibition, and follow-up services after the exhibition, guiding you through the entire exhibition process. She also summarizes 11 steps to successful exhibition participation, including: clarifying exhibition requirements, defining target customer groups, conducting customer needs research, setting specific goals, formulating strategic plans based on goals, securing management commitment and support, pre-exhibition promotion and marketing, designing activities during the exhibition, establishing follow-up processes, making thorough preparations, and summarizing and evaluating post-exhibition.
To ensure exhibition success, the author repeatedly emphasizes the importance of the quality of staff on the booth. The art of exhibiting includes the art of verbal and non-verbal communication between staff and customers, the art of staff's appearance, behavior, and demeanor, and the art of the services provided, among others—not just the art of booth design. The success of an exhibition hinges on the performance of the staff. A successful exhibition requires the enthusiasm, creativity, and effort of all participating staff. Therefore, several chapters in the book are dedicated to explaining what booth staff should do, how they should do it, and what they should avoid. The author places special emphasis on many important details, such as dress code considerations for men and women, where hands should be placed on the booth, how to maintain eye contact with customers, and how to ask customers questions and what questions are appropriate. Of course, this also includes booth selection, layout, lighting, and slogans, among others.
Additionally, to ensure the (complete success) of the exhibition, the author has carefully designed several highly practical forms, such as the overall exhibition schedule, daily evaluation forms after the exhibition ends, and response forms designed to facilitate communication between staff and customers.
The original version of this book is in Dutch. In the Netherlands, it is already well-known and beloved by many exhibitors because, proven by the market, it serves as a unique tool for exhibition planning and enhancing exhibition effectiveness. It is an indispensable reference for company managers, marketing professionals, and exhibition staff, where every essential detail an exhibitor must know can be found.