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Promotional Inspiration


  Text by Chu Jiwang

  I felt like I was back in college during my stay at the triennial Bauma 2013 in Munich, Germany, an international trade fair for construction machinery,building material machines, mining machines, and construction vehicles and equipment.

  As one of the world’s largest exhibitions of engineering machinery, Bauma 2013 showcased almost every imaginable state-of-the-art mechanical product related to construction and logistics transportation,drawing hundreds of thousands of representatives of producers from every corner of the planet. Every player came armed with promotional tools: written descriptions,performances, bands, and even parades that advertised while displaying different cultures.

  To market products is to promote culture.To do business is to develop enterprise culture. This is what I ultimately took away from Bauma 2013.

  During the exhibition, my company,Ningbo Ruyi Joint Stock Co., Ltd., spent some 2 million yuan to showcase dozens of logistics products, the most noticeable of which was likely the CQD Reach Fork Lift Truck, towering 12 meters tall. Our commercials rolled on the screen. The gentle neon lights decorating our booth attracted many visitors.

  I navigated the showroom floor, greatly inspired by what I saw elsewhere. I came upon a giant excavator as tall as a sixstory building. Its scoop could lift 3,000 tons of earth, but I couldn’t lift my jaw off the floor. “This is a literal giant machine maker,” I gasped. “We still have a long way to go to catch up.”

  When I approached the booth of one world-famous forklift producer, I was surprised to find three massive ice blocks.A sculptor appeared with tools in hand. It didn’t take long for him to transform the ice into a sculpture of a forklift. Had they turned to selling ice sculptures? Of course not. They wanted to tell consumers that they were creating art as much as producing forklifts – that they work as meticulously and aesthetically as artists. “You’ll enjoy our craftsmanship when using our products,” was what I read between the lines.

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