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1、,Unit 2,Exhibition Promotion and Enquiry,Objectives of This Unit,How to book a venueHow to promote an exhibitionHow to design and edit a prospectus for an exhibition,As an organizer,As an exhibitor,How to find an exhibition to attendHow to enquire about details of an exhibition,Review,What did we le
2、arn in Unit 1?,Part I: Organizers Diary,Promote a new show to exhibitionDesign a prospectus for the trade showCall the manager of AsiaWorld-Expo to book a venueCall the Sales Manager of Desheng to promote the show,I. Lead-in Practice,Online Marketing/E-Marketing,Social Media Marketing,Search Engine
3、Marketing,Email Direct Marketing,Search Engine Optimization,Brainstorming,II. Reading,Passage 1: Tips for Promoting New ShowsPassage 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
4、 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 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,Task 1: Read the text and fill in the form,Tas
5、k 1: Read the text and fill in the form,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 medium for capturing attention and extendin
6、g 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 accept print.,1. This has become more dange
7、rous 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?2. How can an organizer attract exhibi
8、tors 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.,The organizer should plan beforehand to
9、 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 write letters directly to toy companie
10、s 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 lifeline 视为 生命线business-valued buyer
11、s 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: Running an Exhibition,What is the most importa
12、nt 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 exhibitionDate, venue, admission, contact informationfe
13、atures/advantages:Categories:Buyers commentExhibitors commentSuccessful stories of past exhibitionsFloor plan,IV. Situational Dialogues,Dialogue 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 exhibition space 展览面积10 ground-level, column-free e
14、xhibition 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 facilities 星级后台设备,IV. Situational Dialogues,1. What exhibiti
15、on 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,Translation,1. I am calling to book the exhibition
16、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 systems and star-quality backstage facilities.,IV.
17、Situational Dialogues,Listen to the dialogue.,IV. Situational Dialogues,AsiaWorld-Expo,Review,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 share with new prospects 新客户develop partnerships
18、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 Dialogues,Dialogue 2: Calling a new customer to attend the exhibition,Yellow Pages,1. What exhibition does Chris invite Stella to attend?2. How did Chris get Stellas contact informatio
19、n?3. What can Stella do in the exhibition?4. What are the keys to reach trade show objectives?,IV. Situational Dialogues,Questions,Translation,IV. Situational Dialogues,1. I am calling to see if you are interested in attending the 14th Asia International Toys and Games Fair.2. If you want to maximiz
20、e 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 share with new prospects.,IV. Situational Dial
21、ogues,4. 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 objectives.,Listen to the dialogue,IV. Situational Dial
22、ogues,M: 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 business.L: Fine. Im calling to invite you t
23、o 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 certain other services provided during the peri
24、od 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 Chinese and English to the organizing committe
25、e. 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 you. See you.L: My pleasure. See you then.
26、,An Invitation Letter,Page 7-9,Part II: Exhibitors Diary,Find a right trade show to attendContact the organizer of the showEnquire about details of the trade show,Be able to,I. Lead-in Practice,1. Before starting trade show search, what will you consider2. What are the ways of searching for a trade
27、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 show 目标展会Search engine 搜索引擎Search options 搜
28、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,Task 1,Task 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. Sit
29、uational Dialogues,Calling the organizer for detailed information of a trade show,1.Why does Stella call Chris?2. When and where will the exhibition take 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
30、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 application 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
31、 some details.We have magnetized more than 1,500 exhibitors from around the world. We divided products intoThe 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 Dialogues,Homework,Introduce an exhibition venue.(printed)Write an invitation letter. (printed)A group of 4-5 peopleNext Monday,
