Exhibition: A Special Art (Chinese Version)

Author: (Dutch) Ouweneel (Ouweneel, D.) wrote, translated by Wu Yanting
Publisher:
Publishing Date: 2004-10-01
Features: As a modern international metropolis, Shanghai hosts countless exhibitions every year. With the successful bid for the 2010 Shanghai World Expo, exhibitions have become a highlight of the city. Exhibitors from home and abroad gather in large numbers, and visitors swarm to the venues, all of which embody immense business opportunities. However, as an exhibitor, do you truly grasp the opportunities presented by exhibitions? How can you make your participation more rewarding? If you have carefully read "Exhibitions: A Special Art" by Ms. Désirée Ouweneel, you will surely gain some insights: exhibiting requires art, and only through meticulous preparation can you achieve great success. The author of this book 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 multiple times, reviewing major exhibitions in Europe. Especially before the 2000 Hannover World Expo in Germany, the author trained all the staff of the Dutch Pavilion, enabling them to provide more (passionate and attentive) service to visitors, resulting in fruitful outcomes for their participation. The purpose of writing this book is to share successful exhibition experiences with everyone, helping more companies and institutions seize opportunities and achieve greater benefits 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 process of exhibiting. She also summarizes 11 steps to successful exhibiting, including: clarifying exhibition requirements, defining target customer groups, conducting customer needs research, setting specific goals, formulating strategic plans based on goals, securing management’s (importance and support), pre-exhibition promotion and marketing, designing activities during the exhibition, establishing follow-up processes, making thorough preparations, and summarizing and evaluating after the exhibition. To ensure successful exhibiting, 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 passion, 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 to place hands when standing on the booth; how to make eye contact with customers; how to ask customers questions and what questions are appropriate, etc. Of course, it also covers booth selection, layout, lighting, slogans, and more. Additionally, to ensure the (complete success) of the exhibition, the author has designed some highly practical forms, such as the overall exhibition schedule, the daily evaluation form after the exhibition ends, and the response form designed to facilitate communication between staff and customers. The original version of this book is in Dutch. In the Netherlands, it has long been familiar and beloved by many exhibitors, as it has been proven in the market to be an indispensable tool for exhibition planning and enhancing exhibition effectiveness. It is a must-have for company managers, marketers, and exhibition staff, providing every detail that exhibitors need to know.