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您歐洲商展/行程的夥伴與幫手

Tuesday, Oct 19, 2021

在一開始搜尋德國展覽時,就注意到這組織在德國的大小城市都有一樣主題的展覽,叫創意博覽會,或創意市集,手工藝品創作,及創作作品有關的商品交易會。

在柏林的這創意展是它的第一年,時間在九月,這其實是還蠻冒險的 因為完全沒有前置的資料,如參展人數等等可以參考。

在一開始申請時,就"看"到主辦單位鼓勵參展商有互動式的工作坊,讓顧客親手操作,就會給予相對的免費空間,但要有詳細文字描述如何進工作坊。於是我在寄出的申請表email 中附上清楚的、圖文說明的簡報,得到總空間一半的免費空間。簡報是我的專長,可以花很少的時間,又可以降底成本個人覺得非常值得。

說穿了其實不難,很像大部份人有的經驗,就是找工作寫履歷過程 — 看清楚對方要什麼,條理的列出你的優勢和符合對方想要的內容,就有很大的機會拿到優惠降底成本。

 

至於為什麼說"看"到,其實是谷大神幫我看的, 現和谷大神是好朋友了,用網頁翻譯,即使它翻的文字錯亂都都不難理解,找到註冊文件後大部份都有英德文同時呈現,完成註冊一點也不難,重要的是後續的溝通。

透過自己設計的預算表,填入所有欄位後,決定參加,但辛苦的還在後頭。

付款前,一定要先確認展位,很多時候小攤位較難期待有好位子。個人經驗是,好位子是指人潮一定會經過(如接近入口處)、較容易到的了(如中央)、或容易聚集的地方(如大攤位旁)。拿到攤位圖後,我瞪著那些密密麻麻的字,猜到入口處是哪裡,找了很久終於找到被分配到的C34a 攤位。剛好就中,就在離入口最遠不容易到了旁邊沒攤位,不能增加人潮聚集的地方。

 

 

 

如圖 C34a 藍色圈圈,在入口處的最底端,也就是離入口最遠的地方。而且我的展位左邊竟然是一個沒有攤位的空白(無人潮)。在充滿密密麻麻線條的攤位圖上,很難想像實際是什麼樣子。

當然就必需開始漫長的email往來溝通。

內容是這樣子的(用英文):
"請問,這是展場唯一的入口嗎?如果是的話,那我的攤位就是在離入口處最遠、走道的最底端的C34a 嗎 ? 我可以改到 B11這個位子嗎?"
B11位置上沒有寫上店名,所以我猜還沒有人拿去;它是較中間但比較小的位置,從我原本的8m²變成6m² ,小2平方公尺,當然是要重算費用

然後主辦單位的人回我:
"你的位置很好因為他在outside way,而且展場裡沒有人有像你一樣的產品…" 等等。

常看到寫參展的文章說,當不滿意位置可要求更換,但實際上,如果要換位置,不管你的位置在哪裡,他們永遠會告訴你,你的位置很好或"並沒有"不好,可以更換的機率是不高的。特別是,當攤位面積小時,你的”購買力”低時,可談空間也小;再者,展場攤位大大小小規劃很不容易,要更改也不容易。

我問
"什麼叫做outside way? “
"因為這不是在中間,大部分的人都在這些走道裡"??
不懂!為什麼?誰也無法判斷,實際是如何永遠要等到當天才能知道。

於是我在區域圖上畫上人潮的進入路線,以及進入後可能開始擴散的路線,如下圖,然後回覆她,
"一般常識,人潮應該是藍色的線進入,慢慢的前進之後就會以綠色的線條擴,也就是說不是所有的人都會走到底,最好的位置會是在入口處附近,因為這保證所有的人都會經過那理,這是我的認知"

最下方藍色圈圈是入口處 Eingang, 最上方紅色圈圈是我的攤位

人潮是是最基本的,沒有人經過什麼都不要談。

接下來我說
"我不太理解為什麼outside way是好的,但我相信你有更多經驗知道什麼是好位置。
希望你可以提供一個專業的建議給我們,作為我們(
參展商)的夥伴。我們來自捷克,必需要要付很高的成本(如交通跟食宿)來參加你們的展。我們會相信你的專業的建議(選擇你提供給我們的攤位);或者,B11的位置是風險較低較安全的?"

他的回覆,
"…我確定我提供給你的位置是好的,你要的那個位置已經有人了,我還可以提供給你另外一個B20 的位置,大小是
3X3。

B20 這個位置是中間偏右(如上圖深綠色圈圈),攤位大1m²,是位於大展位的對面各方面評量之下決定這個新的展位,並確認了不需要額外付費。

 

很誠摯的向她道謝,雖然不確定這樣的改變是好是壞,但這個改變讓行程更有趣,因為有動機 — 想知道自己猜測的對不對,也有一個明確的目標和觀察點,就會讓眼睛看到更多事物。

 

其實很多因素都要影響展場成功與否,有時不是自己能控制的,只能儘量判斷、選擇,仔細確認每一件事,然後盡人事,聽天命,但最重要的是每一次都是人生難得的體驗。

接下來的兩個重點就是交通和住宿,安排的前提是,最經濟的方式下,不浪費時間且不能太累。

16 thoughts on “柏林創意展前傳 – 什麼是好展位?”

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