海大商务英语Unit 9 Trade Fairs - new.ppt

1、Unit 9 Trade Fairs,What is a trade fair?,A trade fair is an exhibition organized so that companies in a specific industry can showcase and demonstrate their new products or services. Generally speaking, trade fairs are not open to the public and can only be attended by company representative and mem

2、bers of the press.,Learning Objectives,After completing this lesson, students should be able to: understand what a trade fair is about; know how to participate in a trade fair; Know how to conduct business at a trade fair,What preparations should be done before a trade fair?,Participation in a trade

3、 fair takes a huge amount of planning and organizing. The following guidelines are meant to provide a general overview of the preparation involved. Setting objectives Getting information,Budget planning Schedule Selection of exhibits Registration Trade fair stand Stand personnel Advertising and publ

4、icity,Part I Warm-up,Discuss the following questions: 1. What are some famous trade fairs in China? Hints: China Import and Export Fair (Canton Fair), China Hi-Tech Fair, Beijing International Automotive Exhibition, etc.,Part I Warm-up,2. What are likely to be sold at trade fairs? Hints: kitchenware

5、 compare goods of different brands; collect useful information such as catalogues, price lists, etc. visit potential business partners; place orders. Learn about novelties; Gain new business partners; Participate in business meeting,Part IV Viewing and Speaking,Pre-viewing What aspects should be tak

6、en into consideration when attending trade fairs as an exhibitors?,Hints: Choose the right trade fairs. Make sure you know what kind of customers you want to reach and what you want to achieve. Make specific and measurable goals. Select exhibits carefully and decide what products should be featured.

7、 Train the stand personnel. Design the stand carefully.,Video 2,Pre-viewing How could you choose the right trade fair? Consider the following before deciding on attending a trade fair: Is this a international, national or regional trade fair? Will the product / service of the company fit in this tra

8、de fair? Will the services and resources be properly prepared? What type of attendees will be attracted to the trade fair? What other exhibitors will be there?,Setting objectives: Trade fairs as multifunctional dialog instruments make it possible to focus on communication objectives. However, it is

9、necessary for participants to formulate objectives clearly so that success can be measured (e.g. sales, numbers of contacts, number of potential customers identified, number of customers acquired, level of communication achieved.) Getting information: General information about trade fairs as well as

10、 exhibitions can be obtained via the Internet. First-time exhibitor should select carefully from the wide range of international trade fairs and regional exhibitions.,Budget planning: Budget planning is part of the careful preparation for trade fair participation. In addition to basic costs such as

11、stand rental and energy supply, costs may include stand construction, furnishing and design, stand service and communication, transport, as well as personnel and travel costs.,Schedule The process of participation in a trade fair breaks down into three phases: preparation, stand operations and follo

12、w-up. Selection of exhibits The exhibition program should be defined in line with the aims of the trade fair. The exhibition program is derived from the answers to the following questions:,Should the entire product range be shown or should only selected items be presented? What essentials are requir

13、ed to show the products? Which products are new, improved, or superior to the competitors? What must be specially featured? Which product corresponds to the future needs of the target group?,Are the design, colors, and packaging effective? Should special trade fair models be manufactured? What has t

14、o be explained? Should this be done via text panels(文本显示器）, displays or videos? How much space is available?,Registration Many trade fairs are booked quite quickly. An early registration is therefore advisable. Since an indication of the space required is necessary for registration, a rough design f

15、or the stand should be prepared ahead. Trade fair stand A trade fair stand is like a companys business card. It therefore should correspond in terms of size and furnishing with the standards found in your company as well as being suitable for the products that are to be exhibited. The focus should b

16、e on a customer-friendly presentation of our exhibits. The trade fair stand should appeal to the eyes and ears and may also make an emotional appeal to the visitors,Stand personnel Competent stand personnel ensure the success of trade fair participation. The more motivated and qualified the exhibito

17、rs stand personnel are, the greater the opportunities for good sales results and new contacts. A targeted selection and intensive training of the stand personnel is just as important as an effective presentation of the products.,Advertising and publicity Advertising and publicity（宣传） are an indispensable part of participation planning. The approach to potential visitors must be planned just as carefully as the design of the stand. Through advertising and publicity, trade fair companies