1、Unit 2Exhibition Promotion and EnquiryObjectives of This Unit How to book a venue How to promote an exhibition How to design and edit a prospectus for an exhibitionAs an organizer As an exhibitor How to find an exhibition to attend How to enquire about details of an exhibitionReview What did we lear
2、n in Unit 1?Part I: Organizers Diary Promote a new show to exhibition 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 I. Lead-in PracticeOnline Marketing/E-MarketingSocial Media MarketingSearch Engine Mar
3、ketingEmail Direct MarketingSearch Engine OptimizationWays to PromoteAdvantages disadvantagesDirect mailcomplete informationPassive and slow Considerable printing and postage costPrint ads(poster billboard)lasting longLimited to page restrictionDifficult to updateAdson radio and TVreach more peoplea
4、ttract greater audienceExpensive Telemarketingactive and direct accurate a personal connectionGet hung up easilyDangerous with the Do-Not-Call listE-mail cost-effectiveserve as reminder easily rejected or deleted as a spam mailBrainstorming II. Reading Passage 1: Tips for Promoting New Shows Passage
5、 2: Running an Exhibition Passage 1 increase their visibility 提升知名度 showcase products and services 展示产品和服务 design posters, handout and information brochures 设计海报 potential exhibitors 潜在参展商 Hesitant 犹豫 distribute a prospectus 分发招展说明书 relevant materials 相关材料 capture attention 吸引注意力 Advertising is not
6、limited to magazines, newsletters and brochures, but rather to virtually any item that will accept print. Do-Not-Call list 拒收信息名单Ways to PrmtFeatures 特点特点Email &Invitation LetterDirect MailAdvertising Telemarketing Task 1: Read the text and fill in the formTask 1: Read the text and fill in the formW
7、ays to PrmtFeatures Email andInvitation LttrDirect MailAdvertising Telemarketing It helps in bring new potential exhibitors, esp. those who are still hesitant whether they should attend.1. It will provide them with the complete information about your services and the requirement.2. It is a great med
8、ium for capturing attention and extending a personal touch with the existing customers. 1. It is directly linked to marketing. Good advertising can create interest and also tell more individuals about the exhibition.2. It is not limited to magazines, newsletters, but rather to any item that will acc
9、ept print. 1. This has become more dangerous with Do-Not-Call list.2. If your have any contact with someone in the last six months, there should be no problem with you making that phone call.Task 2: Read the text again and answer the questions.1. What is the significance of exhibition for companies?
10、2. How can an organizer attract exhibitors and visitors according to the text?3. If you are to promote a toy exhibition, 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.Th
11、e organizer should plan beforehand to make promotional efforts with posters, handouts and information brochures, etc. I 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 w
12、rite letters directly to toy companies for promotion. My advertising will be shown on TV in childrens channel.Passage 2: Running an Exhibition Task 1: Fill in the blanks with the given words. Important Words and Expressions Running an exhibition is a daunting task. 艰巨的任务 result from 源于 regard as the
13、 lifeline 视为 生命线 business-valued buyers 有商业价值的买家 achieve sustainable development 实现可持续发展 admission tickets 门票 distributors, retailers and end-users 批发商、零售商、终端用户 associations and chamber of commerce 协会和商会 decision-making and purchasing power 决策权和购买力 build up their corporate image 树立公司形象Passage 2: Run
14、ning an Exhibition What is the most important element for the success of organizing an exhibition? What are the possible ways to promote exhibitions according to the text?Task 2: Read the text again and answer the following questions.III. Sample Study An exhibition prospectus Title of exhibition Dat
15、e, venue, admission, contact information features/advantages: Categories: Buyers comment Exhibitors comment Successful stories of past exhibitions Floor planIV. Situational DialoguesDialogue 1: Booking an exhibition venue Is the venue available at that time? 展馆在那个时间可用吗？ 70,000(square meters) of exhi
16、bition space 展览面积 10 ground-level, column-free exhibition halls 地面一层的 flexible separation and combination are available on demand 根据要求，展厅可以灵活分割组合 configuration needs 布局需要 arena /ri:n/ 竞技场；舞台 first-class acoustic paneling system 一流的隔音板系统 modular seating system 组合式的座位系统 star-quality backstage faciliti
17、es 星级后台设备IV. Situational Dialogues1. What exhibition will Saidel Group hold?2. When will Saidel hold the exhibition?3. Where will Saidel hold the exhition?4. How many halls does the venue have?5. Which hall will Chris Davis book for the exhibition?6. What else will Chris Davis book? Why? Questions T
18、ranslation1. I am calling to book the exhibition venue.2. Is the venue available at that time?3. flexible separation and combination of the halls are available on demand to meet various configuration needs.4. Asia World-Arena is equipped with first-class acoustic paneling systems, modular seating sy
19、stems and star-quality backstage facilities.IV. Situational Dialogues Listen to the dialogue.IV. Situational DialoguesAsiaWorld-ExpoReview I am calling to see if 我打电话是想知道 a medium-sized company 中型公司 prospective business 潜在业务 gain exposure to 接触 build strategic relationships 建立战略关系 obtain your market
20、 share with new prospects 新客户 develop partnerships and alliances 建立伙伴和同盟关系 marketing executive 销售经理；销售主管 attendee 参加人员；参展人员 crafting solid message 释放强势信息IV. Situational DialoguesDialogue 2: Calling a new customer to attend the exhibition Yellow Pages1. What exhibition does Chris invite Stella to att
21、end?2. How did Chris get Stellas contact information?3. What can Stella do in the exhibition?4. What are the keys to reach trade show objectives?IV. Situational DialoguesQuestions TranslationIV. Situational Dialogues1. I am calling to see if you are interested in attending the 14th Asia Internationa
22、l Toys and Games Fair.2. If you want to maximize investment and make the most of prospective business, an exhibition provides a unique opportunity to gain exposure to a high volume of potential clients. 3. You can enhance brand awareness, build strategic relationships, and obtain or grow your market
23、 share with new prospects. IV. Situational Dialogues4. you can introduce new products and services, maintain and expand existing customer relations, develop partnerships and alliances, among a host of other opportunities. 5. Crafting solid message is an integral part of reaching trade show objective
24、s. Listen to the dialogue IV. Situational DialoguesM: Good morning, this is ABC Company, Martin speaking. May I help you?L: Good morning, Mr. Martin. This is Li Fang from the Guangzhou Trade Fair. I havent seen you for ages. How has your company been going?M: Pretty well. Were planning to expand our
25、 business.L: Fine. Im calling to invite you to attend the 103rd China Import & Export Commodities Fair on April 15th, 2014.M: We accept with pleasure. We would like to present our new products there.L: You are warmly welcome. Im going to send the schedule, application form, charges and details of ce
26、rtain other services provided during the period of the trade fair. 补充对话Li Fang, an assistant of the trade fair calls Mr. Martin of a foreign company补充对话M: I appreciate that very much.L: By the way. I suggest that you provide a brief introduction of your company and the main products, written in Chin
27、ese and English to the organizing committee. They will publish a special edition about the exhibition and their products with the link to the website at the same time.M: No problem. Well contact you as soon as possible. L: OK. Ill fax the information I mentioned previously to you very soon.M: Thank
28、you. See you.L: My pleasure. See you then. An Invitation Letter Page 7-9Part II: Exhibitors Diary Find a right trade show to attend Contact the organizer of the show Enquire about details of the trade showBe able to I. Lead-in Practice1. Before starting trade show search, what will you consider2. Wh
29、at are the ways of searching for a trade show to exhibit at?Setting exhibiting goals, planning a budget, listing all the things needed, calculating the number of exhibiting staff Searching online, reading advertisements, posters, industry journals II. Reading a beneficial way 有用的方式targeted trade sho
30、w 目标展会Search engine 搜索引擎Search options 搜索选项Supplement 补充；辅助Industry publications 行业出版物Industry associations 行业协会Newswire 通讯社Governmental websites 政府网站Chamber of commerce 商会Useful Words and Expressions Task 1 Search OptionsWays to DoTrade show search engineTo define specific detailsTo search for info
31、rmation on a specific showTraditional search engineIndustry PublicationsIndustry AssociationsTo conduct associationsTo visit their websites event page Newswire & Governmental WebsitesTo visit their websites, click on trade shows & eventsChambers of CommerceTo get announcements and flyers in monthly
32、newsletters and on their websiteExhibition Venues and OrganizersCompetitors Task 1 Search OptionsWays to DoTrade show search engineTo define specific detailsTo search for information on a specific showTraditional search engineTo enter trade show and key words for the industry you want to exhibit at,
33、 plus city and countryIndustry PublicationsTo visit the site of large media corporations that publish industry publicationsIndustry AssociationsTo conduct associations;To visit their websites event page Newswire & Governmental WebsitesTo visit their websites, click on trade shows & eventsChambers of
34、 CommerceTo get announcements and flyers in monthly newsletters and on their websiteExhibition Venues and OrganizersTo contact the large meeting facilities to find out what sort of trade shows are coming and whenTo get a hold of known trade show organizers and ask .Competitors Check out the websites
35、 of your competitorsTask 2: Visit trade show search engine sites (trade show news network) 展销会新闻网 活动之眼 展销会日历表 www.trade-show- 展销会供应商 香港贸发局官网IV. Situational Dialogues Calling the organizer for detailed information of a trade show1.Why does Stella call Chris?2. When and where will the exhibition take
36、place?3. How many exhibitors and visitors attended the previous fair?4. How can Stella get the application form?New Words and Phrases Recommend 推荐 Confirm some details 确认细节 Previous fairs 往届交易会 Magnetize more than 1,500 exhibitors 吸引 Product categories 产品种类 Remote control 遥控 Attend 参加 Download the a
37、pplication form 下载申请表 Prospectus 说明书 Deadline for registration 登记截止日期 Visit your website and register 访问你们的网站进行登记Translate the Sentences I want to confirm some details. We have magnetized more than 1,500 exhibitors from around the world. We divided products into The continuing strong demand for the latest products is reflected in zones. 市场对很多展区的最新产品的需求一直很旺。 You can download the application form from our website. Listen to the dialogue.IV. Situational DialoguesHomework Introduce an exhibition venue.(printed) Write an invitation letter. (printed) A group of 4-5 people Next Monday
