会展英语Unit_2_Exhibition_Promotion_and_En_.

1、English for Exhibition and Conference Exhibition Promotion And Enquiry Unit Objectives After studying this unit, you will learn: As an organizer: how to book a venue; how to promote an exhibition; how to design and edit a prospectus for an exhibition. As an exhibitor: how to find an exhibition to at

2、tend; how to enquire about details of an exhibition. Part I Organizers Diary During this period, I will: promote a new show to exhibitors; design a prospectus for the trade show; call the Manager of AsiaWorld-Expo to book a venue; call the Sales Manager of Desheng to promote the show. televisionemai

3、lradio (broadcasting) Task 1 Vocabulary: Look at the pictures. Work with your partner and write out the ways of trade show promotion. I. Lead-in Practice direct mailtelemarketingposter I. Lead-in Practice Task 1 Vocabulary: Look at the pictures. Work with your partner and write out the ways of trade

4、 show promotion. I. Lead-in Practice Task 2 Brainstorming: Discuss the advantages and disadvantages of the ways of trade show promotion with your partners based on Task 1. Ways to PromoteAdvantages Disadvantages Email I. Lead-in Practice Task 2 Brainstorming: Discuss the advantages and disadvantages

5、 of the ways of trade show promotion with your partners based on Task 1. Ways to Promote Advantages Disadvantages Email cost-effective serving as a reminder good for capturing attention easily rejected a spam mail being not so influential Telemarke- ting active building up a personal connection with

6、 potential attendees helping the customer to get the right information getting hung up easily dangerous with the Do- Not-Call list I. Lead-in Practice Task 2 Brainstorming: Discuss the advantages and disadvantages of the ways of trade show promotion with your partners based on Task 1. Ways to Promot

7、e Advantages Disadvantages Direct mail sending anything regardless of space limit extending a personal touch with existing customers passive considerable printing and postage cost Print advertising (billboard, poster) long lasting directly linked to marketing less expensive limited to page restricti

8、on less effective Ads on radio and TV reaching more people attracting greater audience expensive II. Reading Passage 1 Tips for Promoting New Shows visibility: n. degree of exposure to public notice 能见度；可见性能见度；可见性 showcase: v. to exhibit, especially in an attractive or favorable aspect 展现，展示展现，展示 pr

9、ospectus: n. a formal description for a (proposed) business enterprise 说明书；展会说明书说明书；展会说明书 II. Reading Task 1 Read the text and fill in the form below with the information from the text. Ways to PromoteFeatures Email and Invitation Letter Direct Mail Advertising Telemarketing II. Reading Task 1 Read

10、the text and fill in the form below with the information from the text. Ways to Promote Features Email and Invitation Letter It will help in bringing new potential exhibitors, especially those who are still hesitant whether they should attend. Strong, thoughtful relationship-building strategies can

11、really be effective for a successful trade show. Direct Mail It will provide them with the complete information about your services and the requirement. It is a great medium for capturing attention and extending a personal touch with existing customers. It will help the customer to get the right inf

12、ormation about the current trade show. II. Reading Task 1 Read the text and fill in the form below with the information from the text. Ways to Promote Features Advertising It is directly linked to marketing. Good advertising can create the interest and also tell more and more individuals about the e

13、xhibition to be launched. Advertising is not limited to magazines, newsletters and brochures, but rather to virtually any item that will accept print. Telemarketing This has become a bit more dangerous with the No-Not-Call list. If you have any contact with someone in the last six months, there shou

14、ld be no problem with you making that phone call. II. Reading Task 2 Read the text again and answer the following questions. v What is the significance of exhibition for companies? v How can an organizer attract exhibitors and visitors according to the text? vIf you are to promote a toy exhibition,

15、how are you going to do it? Why? Attending exhibitions can help companies increase their visibility. It provides a great opportunity to showcase companies products and services. The organizer should plan beforehand to make promotional efforts with posters, handouts and information brochures, etc. I

16、will make promotional efforts with posters, handouts and information brochures in an interesting way that will attract childrens attention. Because it is a toy exhibition, I will write letters directly to toy companies for promotion. My advertising will be shown on TV in childrens channel. II. Readi

17、ng Passage 2 Running an Exhibition daunting: adj. discouraging through fear（看上去）棘手的；（看上去）棘手的； 叫人气馁的叫人气馁的 lifeline: n. support that enables people to survive or to continue doing something (often by providing an essential connection) 生命线；救生索生命线；救生索 admission tickets: the tickets of admitting someone

18、to enter 入场券入场券 end-user: n. the ultimate user for which something is intended（产品的）最后用户，最终使用者，直接用户（产品的）最后用户，最终使用者，直接用户 II. Reading Passage 2 Running an Exhibition chamber of commerce: an association of businesspersons and merchants for the promotion of commercial interests in the community 商会商会 data

19、base system: 计计 数据库系统；资料库系统数据库系统；资料库系统 II. Reading Task 1 Read the text and fill in the blanks with the given words according to the context. 1. professional visitors 2. recruitment 3. buyers 4. associations 5. sales promotion 6. media II. Reading Task 2 Read the text again and answer the following

20、questions. What is the most important element for the success of organizing an exhibition? The success of an exhibition results form the effective organization of professional visitors. 2. What are the possible ways to promote exhibitions according to the text? Invitation letters, admission tickets,

21、 and invitation cards, etc. Exhibition prospectus is a written statement that gives the general information about the coming fair. It generally includes the following key elements: title of exhibition exhibition details: date, venue, admission features/advantages of the event categories of products

22、buyers comment exhibitors comment successful stories of past exhibitions floor plan of the exhibition venue contact information III. Sample Study III. Sample Study III. Sample Study Task 1 Fill in the form with the information from the prospectus above. TitleContent Exhibition name Features Starting

23、 and Finishing Time Organizer Exhibits Profile Exhibitors Comment Buyers Comment Sales Enquiry Hotline III. Sample Study Task 1 Fill in the form with the information from the prospectus above. TitleContent Exhibition nameHong Kong Toys and Games Fair Features Hong Kong Convention and Exhibition Cent

24、er Starting and Finishing Time January 9-12, 2012 OrganizerHKTDC Exhibits Profile Brand Name Gallery, Candy Toys, Educational Toys and Games, Hobby Goods, Magic items, outdoor contact the organizer of the show； enquire about details of the trade show. I. Lead-in Practice Task Work with your partner

25、and collect your thoughts on the following questions . 1. Before starting trade show search, what will you consider? Setting exhibition goals; calculating the costs (making a budget); listing all the things you will need; calculating the number of exhibiting staff. What are the ways of searching for

26、 a trade show to exhibit at? Searching online; reading advertisements, posters, industry journals, etc. II. Reading How to Search for Targeted Trade Shows search engine: a computer program that retrieves documents or files or data from a database or from a computer network 搜索引擎搜索引擎 industry publicat

27、ion: serial or occasional books or magazines that focuses on a specific industry or industry segment 行业出版物行业出版物 industry association: an organization founded and funded by businesses that operate in a specific industry 行业协会行业协会 II. Reading How to Search for Targeted Trade Shows newswire: n. a wire s

28、ervice that transmits up-to-the-minute news, usually electronically, to the media and often the public 新闻专线新闻专线 announcement: n. an engraved or printed formal statement or notice 通知通知 newsletter: n. a printed report giving news or information of interest to a special group 时事通讯时事通讯 II. Reading Task

29、1 Read the text and fill in the form below with proper information from the text. Search OptionsWays to Do Trade Show Search Engines To define specific details To search for information on a specific show Traditional Search Engines Industry Publications Industry Associations To contact associations

30、To visit their websites event page II. Reading Task 1 Read the text and fill in the form below with proper information from the text. Search OptionsWays to Do Newswire and Governmental Websites To visit their websites, click on trade shows and events Chambers of Commerce To get announcements and fly

31、ers in monthly newsletters and on their website Exhibition Venues and Organizers Competitors II. Reading Task 1 Read the text and fill in the form below with proper information from the text. Search OptionsWays to Do Trade Show Search Engines To define specific details To search for information on a

32、 specific show Traditional Search Engines To enter “Trade Show” and keywords Industry Publications To visit the sites of large media corporations that publish industry publications Industry Associations To contact associations To visit their websites event page II. Reading Task 1 Read the text and f

33、ill in the form below with proper information from the text. Search OptionsWays to Do Newswire and Governmental Websites To visit their websites, click on trade shows and events Chambers of Commerce To get announcements and flyers in monthly newsletters and on their website Exhibition Venues and Org

34、anizers To contact the local large meeting facilities to find out what sort of trade shows are coming and when To get a hold of known trade show organizers and ask to be put on a fax or mail list Competitors To check out the websites of your competitors III. Do It Yourself Suppose you work in a text

35、ile company. Prepare a master list of potential national and international trade shows to exhibit at by using the search options listed in the previous reading text. Organize the show details in a spreadsheet. Name of the Exhibition Date and VenueOrganizer Features IV. Situational Dialogs Calling th

36、e organizer for detailed information of a trade show Chris Davis : the Sales Manager of Saidel Group, a famous international convention and exhibition company. Stella Li : the Marketing Manager of Desheng Toys Co., Ltd. Dialog IV. Situational Dialogs Calling the organizer for detailed information of

37、 a trade show Dialog 1. I want to confirm some details. 2. We have magnetized more than 1,500 exhibitors from around the world 3. We divided products into 4. the continued strong demand for the latest products is reflected in zones 5. You can download the application form from our website. magnetize: 吸引吸引 Candy Toys：糖果玩具：糖果玩具 Educational Toys and Games: 益智玩具及游戏益智玩具及游戏 Electronic and Remote Control Toys: 电子及遥控玩具电子及遥控玩具 Hobby Goods: 嗜好玩具嗜好玩具 Magic Items and Party Items: 魔术用具及派对用品魔术用具及派对用品 Brand Name Gallery: 品牌廊品牌廊 IV. Si