A Beginner's Guide to the Taiwan International Laser Expo

The guide covers everything from the selection of equipment and the planning of the venue to contract negotiations. It aims to help exhibitors avoid common mistakes and improve their exhibition results.No matter whether you are a first-time exhibitor or one with little experience, you can quickly learn the core techniques from the practical information.

Why do newbies always fall into the same traps?

A lot of people who have just gotten into the business believe that a laser show is "putting up a stage and shining a few lights," but the result is either that the equipment breaks down during the show, or that when you go to talk about the bill, the customer drives down the price to the point where you take a loss.The problem is in the details--for example, not testing the compatibility of the equipment in advance or not knowing the client's needs.The following experiences can help you avoid at least 80 % of the pitfalls.

These are the three most important preparations before an exhibition.

Don't be a sucker.

Don't be fooled by "high-end specifications." Be clear about your core needs.For example, for smaller exhibitions, a laser projector under 3000 lumens is more than enough, and there's no need to go after 10,000 lumens.Remember to leave 20 % of your budget for unexpected expenses, such as the addition of a dust cover at the last minute.

The site should be surveyed three times.

On the first visit, he measures the space with a tape measure. On the second visit, he checks the location of the power outlets. On the third visit, he simulates the flow of the audience.Last week, a colleague of mine didn't pay attention to the ceiling height, and ended up with a 10-meter high laser screen that he couldn't get in.

The list of equipment is arranged in order of priority.

They were divided into two categories: equipment that must be installed on site, and equipment that can be pre-installed.The laser projector and control console must be delivered 48 hours in advance, and it is best to avoid waiting until the very last minute to move them.

These are the three most important things to customers when they are negotiating a deal.

Don't rush to quote a price; be a detective first.

If a customer asks, "What's the cheapest?" he asks back, "How big an area do you need to cover? Is it for indoor or outdoor use?" He says that by finding out the customer's real needs first, his sales success rate doubles.There's a trick to it--look at the client's phone's screen saver. If it's a star map, then you can be pretty sure that the client wants a high level of creativity.

The contract terms must be scrutinized for loopholes.

Special attention should be paid to the two points of "transportation responsibility" and "effectiveness standards.There was once a case of a vendor who was fined for breach of contract because the contract didn't have a clause for postponement in the event of rain, and equipment was flooded by a torrential downpour.

It's the alternative plan that's the real trump card.

Always have a Plan B, for example, when a client finds a holographic projection system too expensive, you can recommend the cheaper fog screen projection system.Remember, what the customer wants is not technical specifications, but solutions to their problems.

Five things to do at the exhibition.

1. Arrive two hours early to do a full pressure test.

2. Lay down non-slip mats around the booth (lesson learned the hard way: last year someone sued because a visitor slipped and fell).

Prepare three different demo reels (one that shows technical expertise, one that shows artistic sensibility, and one that shows interactive design).

4. Let the most technically knowledgeable person be responsible for the equipment.

5. Check the cooling system every two hours.

Don't fall into these traps.

Don't believe the hype--don't lease equipment that's advertised as "free to rent." Chances are 80 % that the cost will be deducted from your consumables bill.

• Be careful when using the laser effect with a split-screen display--the color difference can drive a designer crazy.

• Avoid using phrases like "probably" or "perhaps" when negotiating. Instead, say "We've tested it," or "The data show.

Finally, don't be in a hurry to leave the fair after it's over. It's far more effective to get potential customers to add your WeChat account right then and there than to make follow-up calls later.Remember, what counts in the laser show business is not how dazzling your light is, but how safe your service is.