Part 9 Analyzing Exhibition Results

1、Module 3 Services after an Exhibition Part 9 Analyzing Exhibition Results 分析会展成效分析会展成效Module 3 Services after an ExhibitionLearning ObjectivesWarm-upTask 1 Measuring the Success of an ExhibitionTask 2 Reporting Exhibition ResultsTask 3 Writing Reports on Exhibition ResultsPart 9Analyzing Exhibition

2、ResultsPractical Training ProjectLearning ObjectivesAfter learning this unit, you will be able tolAnalyze the exhibition resultslReport the exhibition results to your bosslWrite a business report on exhibition resultslDiscuss future exhibiting needsWarm-up1. Vocabulary Match the words with their def

3、inition .(1) analyze a. the people that form the main part of a companys customers (2) budget b. money that a business or organization receives over a period of time, especially from selling goods or services (3) revenue c. pubic attention a brand gets from the media; publicity (4) customer base d.

4、to examine or think about something carefully (5) brand exposure e. the money available for a particular activity (1) d (2) e (3) b (4) a (5) c Warm-up2. Pair work Discuss the following with your partner.Is it important for an exhibitor to do exhibition result analysis? Why?What should an exhibitor

5、do to analyze the result of exhibiting at an exhibition?What are the purposes of attending an exhibition besides getting orders? Tour Guide PracticeTask 1 Measuring Exhibition Results measure v. 衡量，评估衡量，评估calculate v. 计算计算return n. 回报，收益回报，收益recruit v. 招聘招聘benchmark n. 衡量标准衡量标准connection n. 人际关系人际关系

6、information pack n. 资料包资料包eye-catching adj. 引人注意的引人注意的stock n. 存货，库存存货，库存tremendous adj. 巨大的巨大的formula n. 模式，方式模式，方式witness v. 见证见证respectively adv. 分别地，各自地分别地，各自地account for v. 占（比例）占（比例）Task 1 Measuring Exhibition Results Mini task I. VocabularyRead the following statements and fill in the blanks

7、with appropriate words in the word box.pay budget revenue return benchmarkTask 1 Measuring Exhibition Results (1) The valuation becomes a _ against which to judge other prices.(2) Strikes have cost $20 million in lost _.(3) How can you get the best _ on your investment?(4) They need to save $8 milli

8、on this year to balance the _.(5) It _ to get some professional advice before you make a decision.benchmark revenues return budget pays Task 1 Measuring Exhibition Results Mini task . TranslationTranslate the following into Chinese.(1) in simple terms _(2) simply put _(3) make them pay _(4) be up to

9、 sb _(5) keep track _以简单的方式以简单的方式 简而言之简而言之 使之产生效益使之产生效益 由某人决定由某人决定 记录记录 Task 1 Measuring Exhibition Results Mini task . Discussion How do companies usually measure the exhibition results as far as you know? Is it effective?Task 1 Measuring Exhibition Results Activity 2 Listening Listen to the presen

10、tation on how to do exhibition result analysis. Write down the missing words in some questions with the information you hear from the presentation.Task 1 Measuring Exhibition Results Checklist of Exhibition ResultDid you meet your planned (1) _?How many products did you sell?How many new (2) _ did y

11、ou make? How are you going to follow up the leads? By letter, phone call or a fuller (3)_? Why did you have a good or poor (4)_ to what you are offering? What could you have done better? Did people just walk straight by? Did you have eye-catching (5) _ and attractive a (6)_design? How did your price

12、s compare? Were they (7)_? Did you have enough (8)_ or did you sell out? objectives connections information pack response graphics booth competitive stock Script Good morning, ladies and gentlemen. Thanks for coming. Today Id like to talk about how to add values to your exhibition investment after t

13、he event. To be more exact, Ill share with you some tips on analyzing exhibition results. Youll agree with me that measuring the results after the show are just as important as preparing beforehand. If you can find answers to the following 10 questions, youll have a clear mind and a workable plan to

14、 begin your analysis. These fact-leading questions include:Did you meet your planned objectives?How many products did you sell?How many new connections did you make? How are you going to follow up the leads? By letter, phone call or a fuller information pack? Why did you have a good or poor response

15、 to what you are offering? What could you have done better? Script Did people just walk straight by? Did you have eye-catching graphics and attractive booth design? How did your prices compare? Were they competitive? Did you have enough stock or did you sell out? Thats all the basic questions you ne

16、ed to ask yourself to review and re-plan. If the exhibition was a tremendous success for you, then remember to repeat the formula at the next exhibition. Dont forget to reserve your stand for next year, maybe its time to look at a bigger stand and/or a better position. So much from me. Any questions

17、?Task 1 Measuring Exhibition Results Activity 3 Listening Facts and figures about 108th Canton FairTask 1 Measuring Exhibition Results Facts and figures about 108th Canton Fair As of November 3, (1) _ overseas buyers from (2) _countries and regions around the world attended the 108th Canton Fair, ba

18、sically the same with 107th Canton Fair with only (3) _decrease, however an increase of 5.9% over the same period last year. Among them, the number of buyers from the European Union, the United States significantly increased. Compared with last year, the greatest increase comes from Europe with a to

19、tal of (4)_buyers attending the fair, an increase of up to 22.89%; (5)_ buyers from Asia, 28,733 from America attend the Fair, with a slight decline about 7.81% and 1.62% respectively. 199,266 208 2.32% 41,475 108,723 Task 1 Measuring Exhibition Results The numbers of buyers among the top five count

20、ries are: Hong Kong SAR with (6)_, the United States with 11,650, 8,686 from Taiwan Province, (7) _ from Iran and 6549 from Russia. Among the total buyers, the number of regular buyers reached 134,635, accounting for (8) _of the total, an increase of 2.6% over the previous session; the number of new

21、 buyers reaches (9) _, accounting for (10) _ of the total overseas buyers.26,691 6786 67.6% 64,631 32.4% Task 2 Presenting Exhibition Results worthwhile adj. 值得的值得的productive adj. 有成效的有成效的brand awareness n. 品牌意识品牌意识response n. 客户反应客户反应amount to v. 达到达到impressive adj. 出色的出色的Task 2 Presenting Exhibiti

22、on ResultsActivity 1 ListeningListen to the conversation and fill in the blanks with the information you hear. Ms Wang, the Marketing Manager of Top Sports Company, is reporting the result of attending a trade fair to the Vice President, Mr. Anderson.A: Mr. AndersonB: Ms WangTask 2 Presenting Exhibi

23、tion ResultsA: Good morning, Ms. Wang. I heard youve just come back from the Milan trade fair.B: Yes, Mr. Anderson. Id like to report the result of the trade fair to you.A: Ok. So how did it generally?B: The fair was a huge success! I think our participation proved to be worthwhile and (1) _. A: Tha

24、ts certainly good news. What benefits did it bring to us?B: First of all, weve attained many new contacts. We attracted more than (2) _ visitors to our booth during the 10 days. A: Great! (3) _ is surely a vital part of our target. B: Yes, the customer leads we gained at the fair will help us build

25、a much wider (4) _. A: Obviously, we did have very good (5) _.Hopefully weve created positive awareness of our new products. What about visitors response to our new products?productive500Networking customer base brand exposure Task 2 Presenting Exhibition ResultsB: We had very (6) _response from the

26、 visitors, so we have good reason to believe that the participation in the fair was one of the most cost-effective means of (7) _.A: What about sales? B: We generated much new business. The total sales amounted to (8) _.A: Thats very impressive. What do you think of the organization and planning of

27、the trade fair?B: It was satisfactory, I think. The only thing we should improve is the literature. Well need to take more (9) _with us as we expect much more buyer attendance.A: That makes sense. It seems that were reached our objectives in attending the trade show, including making (10) _and makin

28、g sales. Well done! Ms Wang.B: Thank you. Well try to keep up the good work.A: Please produce a written report on the result of the trade fair by next Monday. Well discuss the future exhibiting needs and make a plan for next year based on the report.B: All right. Mr. Anderson. Ill get down to it now

29、.positive promotion$843millionsCataloguesConnectionsTask 2 Presenting Exhibition ResultsActivity 2 Speaking Practice the conversation with your partner. Substitute some parts with your own information.Task 2 Presenting Exhibition ResultsActivity 3 Role-playRole play the following situation in a grou

30、p of 4.Student AYou are the Marketing Manager in charge of attending a trade fair. Report orally the results of the fair held last month to the staff in other departments. Include the following points in your report:General situation (organization, number of visitors, response from visitors, etc.)Sa

31、lesConnectionsLeadsBrand awarenessStudent B/C/D You are the staff from other departments. Listen to Student As report on the result and ask further questions about the five points.Task 3 Writing Reports on Exhibition Results with a view to prep. 以以.为目的为目的environment-friendly adj. 环保的环保的green-house e

32、ffect n. 温室效应温室效应take advantage of v. 利用优势利用优势awarding ceremony n. 颁奖典礼颁奖典礼performance n.（产品）性能（产品）性能personalized adj. 个性化的个性化的information desk n. 咨询台咨询台atmosphere n. 气氛，氛围气氛，氛围transact v. 交易交易transition n. 过渡过渡OEM=Original Equipment Manufacturer 原设备生产商，原厂委托制造原设备生产商，原厂委托制造ODM = Original Design Manuf

33、acturer原始设计制造商，原厂委托设计原始设计制造商，原厂委托设计IPR = Intellectual Property Right 知识产权知识产权popularity n. 受欢迎程度受欢迎程度round-the-clock adv. 全天候，全天候，24小时小时outbound adj. 境外的境外的efficiency n. 效率效率sourcing n. 采购采购catering n. 餐饮餐饮stand dismantling n. 展位拆卸展位拆卸accelerate v. 加速加速competitiveness n. 竞争力竞争力Task 3 Writing Reports

34、 on Exhibition ResultsActivity 1 Reading Read the following report on a trade show. How was the show held generally?Task 3 Writing Reports on Exhibition ResultsMini task I. UnderstandingWhat are the characteristics of 2008 New York Auto Show?What subject did the show focus on?What is special about t

35、he arrangement of the show?What brand won the best environment-friendly model award?What did the visitors complain about?Wide participation, environment-friendly subject, sale-focused arrangement, grand annual award and perfect spot instruction. Environment-friendly subject. The arrangement is sales

36、-focused.BMW 118D was selected as the best environment-friendly model. Some visitors complained that the services were not personalized enough to cater to their needs. Task 3 Writing Reports on Exhibition ResultsMini task . Discussion Discuss the following questions about the report itself with your

37、 partner.How many parts does this report contain?What is the purpose of this report?What suggestions did the writer give to improve the show in the future?The report contains five parts including the title, Introduction, Findings, Conclusions and Recommendations sections. The report sets out to anal

38、yze the result and the characteristics of 2008 New York International Auto Show in order to improve the organization of the event in the future. The report proposes that New York Auto Show should provide many convenient services for the visitors including stocking place, manuals and information desk

39、. Task 3 Writing Reports on Exhibition ResultsMini task . VocabularyRead the following statements and fill in the blanks with appropriate words in the word box.cater to environment-friendly personalized scale take advantage ofTask 3 Writing Reports on Exhibition Results1.This bank is entering Asian

40、market to _ Asian businesses.2.I _ the good weather to paint the shed.3.We believe that our _ products can meet the clients exact requirements.4.The exhibition organizer entertained the exhibitors on a large _ after the event.5.With the growing concern about the environment, the Green Peace Group ha

41、s been trying its best to promote _ automobile. cater to took advantage of personalized scale environment-friendly Task 3 Writing Reports on Exhibition ResultsActivity 2 ReadingRead the following review of the 108th Session of China Import and Export Fair. Think of a title for each paragraph.Task 3 Writing Reports on Exhibition ResultsTitle ListBuyer attendance and business turnover_(1)The tendency of enterprises structure transition_(2)_ (3)_(4)_(5)E-commerce on-lineReforms The Canton Fair Call Center & Canton Fair Overseas VIP LoungeActiv