As more sustainable practices become the protocol for exhibit buyers, print shops need to create some extra "value-add" to stand out with their customers and prospects. The examples explored below can mean the difference between landing the job or not.
随着越来越多针对展览买家的可持续实践发展草案的拟定，喷印商铺需要为其客户和自身发展前景创建额外的“增值”服务，从而在行业中脱颖而出。下面的案例探讨或许能够折射出做与不做“增值”服务的差别。
BE THE “GREEN EXPERT”
志做“环保专家”
It's always good practice to provide and help customers run through a list of ideas that can help them make their trade show exhibit more eco-friendly. Be sure your sales team has a list to use during sales presentations to show potential customers you have ideas on how to help them and that you can give guidance if they need it. It frames you as the expert in their minds. Your list should include two types of information: the products you provide and the products you don't.
为客户创办更加环保的贸易展览会提供建议和帮助是很有益的实践经验。要确保你的销售团队在做销售展示时都胸有成竹，以便向潜在客户展示你可以给他们提供哪些帮助。这样的话，他们就会把你当做专家。同时要谨记两点：你能够提供的产品和你提供不了的产品。
Obviously you want to include all the substrates, stands, etc., that you carry and are eco-friendly. But more importantly--because this goes above and beyond what is expected and sets you apart from your competition with a value-add--you should include other suppliers or ideas that will also help make their trade show booth more sustainable. As more and more printers start providing and using the green angle in their branding--meaning everyone is essentially providing the same products and message--it is this second set of information that will set you apart from your competition. Here are some ideas about what to include on your How to Create a Greener Exhibit list:
当然，你一定希望你的产品包含所有基质、板材等等，并且都是环保的。这可能不在你的预期内，但是你可以凭借增值服务在竞争对手中脱颖而出。更重要的是，你应该将其他供应物或帮助客户的贸易展览摊位更加可持续化。随着越来越多喷印商将绿色环保理念渗入其品牌中，意味着所有商家都会供应同样的产品和信息，这会让你第二次在竞争中突出重围。下面是一些关于“如何创办绿色环保展会”建议列表里应该包含的内容：
Can the booth be designed with reuse in mind? Could part or most of the exhibit be used for more than one show, or more than one year? We recently produced life size "standees" of people, who were holding a blank white sign made of magnetic receptive material. The standee itself was going to be used multiple times, however the information on the white sign part would change as needed, simply by printing and applying different magnetic signs with a specific message. This greatly cut down on waste.
展位可以设计成重复利用的吗？展会的部分装置能用在多个展览中，或用一年以上吗？我们最近制作了真人大小的人形展示架，其手拿一个磁性相容材料制成的空白标识。该展示架计划要多次利用，同时空白标识部分的内容可以随时更改，通过简单的喷印涂抹方式，写上特定的信息。这样就会大大地减少浪费。
Is renting any part of the booth an option? Renting means the materials get more than one use and if a customer plans to change layouts frequently, renting means less in the trash. If you rent stands or booths, list what is available. If you don't rent, supply some contacts of businesses in your area who do.
你会选择租用展会的部分装置吗？租用意味着该装置不止一个人使用过，并且如果客户习惯频繁地改变展位布局的话，租用就会减少垃圾的产生。如果你选择租用竖立的展板或摊位，就列出可用的装置。如果你不租用，那就提供一些你所在区域租用过装置的企业的联系方式。
Can you use substrates with recycled content or that can be recycled? Be sure to list all the different options your shop provides and their best uses.
你会选择可回收利用的装置吗？确保列出你提供的所有不同的选择以及它们的作用。
Can you find hardware that is greener? LED lights, bamboo banner stands, aluminum frames, recycled rubber or jute rugs can have less environmental impact, and are often lighter to ship. List what you have available, or give a list of suppliers.
你能找到更环保的硬件吗？LED灯、竹制品、铝制框架、再生橡胶或黄麻地毯都对环境产生很小的影响，并且运输轻便。列出你能提供的物品，或列出可提供这些产品的供应商名单。
Can you use low or non-VOC products for finishes like paint, varnish and adhesives?
你能用较低含量或不含VOC产品进行喷涂、装饰以及粘合过程吗？
Can we print on fabric? We have seen a very large increase in the use of fabric in trade show booths. Fabric is much lighter than other substrate options, which reduces the energy needed to ship the exhibit. This has a positive impact on the "carbon footprint" of a booth, since shipping is often one of the largest carbon outputs when exhibiting. You can also encourage customers to search "carbon neutral shipping" or list options of companies offering carbon off-sets for the shipping of packages.
我们能在织物上喷印吗？我们在贸易展览会上发现织物应用越来越受欢迎。织物比其他任何基质都轻便，能减少运输所需花费的精力。这对“碳排放量”有积极的影响，因为运输过程通常是创办展览会最大的碳输出途径之一。你可以建议客户寻找“碳平衡运输”方案，或列出能够提供碳抵消运输的企业名单。
When you're ready to get rid of the booth, can all or part of it be resold or donated to a local charity? If you stock used displays you could buy back the booth and sell it to someone else, giving it another use and keeping it out of the waste stream. Or, you can suggest your client donates any items it no longer wants to its favorite local charity. If you want to give a top customer a stand out value-add, agree to donate the print for the donated banner stand or booth.
当你准备处理掉展会装置时，可以将其全部或部分出售或捐赠给当地的慈善机构吗？如果你将展会装置买回来并存储起来，然后卖给其他有需要的人，就能防止其变成垃圾。或者你可以建议客户将不再使用的物品捐赠给当地的慈善机构。如果你想给一个顶级客户提供增值服务，那就建议其捐赠整个展会装置。
THE EXTRA (GREEN) STEP
额外的（绿色）步骤
Once the trade show is over, the only options left of: Reduce, Reuse and Recycle, are Reuse and Recycle. If you really want to set the bar high for your competition, offer your customers some creative options with reuse and recycle. Aside from asking about reselling or donating exhibit items, you can create another list (put it on the back of your How To Create A Greener Exhibit list, it reduces paper use) that highlights some ways you can help your customer be green even after it's all over. Here are some ideas about what to include on your Keep The Green Going list:
展会结束后，你唯一的选择就是将展会物品重复利用和再回收。如果你真的想要远超竞争对手，那么就为客户提供一些重复利用和再回收的创意选择。除了将展会物品重新出售或捐赠之外，你还可以创建另一个列表，列出展会结束后你能帮客户创建的绿色环保方案。这里是一些关于“将环保进行到底”列表内的建议：
Would you like us to recycle your graphics when you're done with them? We offer a Zero Waste Recycling Program for all our customers, for any graphics we produce. This gives customers the option to send back graphics, which we then include in our internal recycling stream. If the customer has an event in town, we offer the free service of picking up the graphics when the event is done.
当你用完图文物品后，愿意让我们回收利用吗？我们针对我自己生产的图文物品为所有客户提供零废物回收计划，这样客户就会选择返还图文物品，然后我们就可以将其回收在内部循环系统中。如果客户在镇上有展会活动，我们会在活动结束后提供免费的回收图文物品服务。
Would you consider repurposing your graphics into something else? We have been amazed by the number of companies that have contacted us with interest in using our scrap vinyl and other substrates for repurposing, usually to make some sort of bag. It happened so much, we finally approached one of the companies we work with, ZerOwbags.com, and asked if we could promote the idea of repurposing to our customers. They liked the idea, so we let all our customers know if they wanted to turn their graphics into bags or card holders or whatever else, we had the resource for them. Reused graphics is a great green trade show hand out or corporate gift, which really allows your customer to show their clients they are serious and creative about being greener.
你会考虑将图文物品转变成其他用途的物品吗？许多企业都对将废乙烯和其他基质材料转变成其他用途的物品非常感兴趣，它们通常被做成袋子。鉴于此，我们最终联系了其中一个合作企业ZerOwbags公司，询问是否可以将这种再利用的想法提供给我们的客户。它们非常赞同此提议，因此我们告诉所有客户，如果他们想要将图文物品转变成袋子或卡包或其他任何物品，我们都会为他们提供可利用的资源。图文物品再利用对绿色环保贸易展来说是一项伟大的工程，使得你的客户可以展示其对待绿色环保的严肃性和创造性。
As more buyers expect green as a service you provide, you need to find ways to set your shop apart from others. Sharing eco-friendly ideas, instead of just products, is a simple way to accomplish a green value-add. These suggestions are a starting point only; there's really no end to creative ideas that work. As a final suggestion, try sending customers your own green and above-and-beyond message, by simply making (or having made) a bag out of left over material from their job and presenting it to them as a gift. They will easily relate to it, since it's their graphic design and it gives you another chance to thank them for their business, show them you find creative ways to reuse and recycle that sets you apart from someone who is simply providing green graphics and not value-add green graphics.
随着越来越多的买家期待你提供的绿色增值服务，你需要想办法在其他竞争者中脱颖而出。分享环保的想法，而不仅仅提供产品，是一种简单有效的方式来实现绿色增值服务。这些建议只是一个起点；创意理念永远没有终点。最后建议，试着让客户了解你对于环保的想法，通过用他们项目剩下来的材料简单地制作袋子，然后将其作为礼物送给他们。他们就能很容易地理解你的做法，因为那是他们的图文设计，而你就获得了感谢他们将业务交给你做的二次机会，向他们展示你发明的回收再利用方式，让你在只提供环保图文物品的竞争者中再一次脱颖而出。 |
