Unit-9-Trade-Fair

Unit-9-Trade-Fair1/6Unit9TradeFairGeneralGuidelinesforTradeFairParticipation•Participationinatradefairtakesahugeamountofplanningandorganizing.Thefollowingguidelinesaremeanttoprovideageneraloverviewofthepreparationinvolved.SettingobjectivesItisnecessaryforparticipantstoformulateobjectivesclearlysothatsuccesscanbemeasured(e.g.sales,numberofcontacts,numberofpotentialcustomersidentified,numberofcustomersacquired,levelofcommunicationachieved.GettinginformationGeneralinformationabouttradefairsaswellasexhibitionscanbeobtainedviatheInternet.First-timeexhibitorshouldselectcarefullyfromthewiderangeofinternationaltradefairandregionalexhibitions.BudgetPlanningBudgetplanningispartofthecarefulpreparationfortradefairparticipation.Inadditiontobasiccostssuchasstandrentalandenergysupply,costsmayincludestandconstruction,furnishinganddesign,standserviceandcommunication,transport,aswellaspersonnelandtravelcosts.•Schedule•Theprocessofparticipationinatradefairbreaksdownintothreephases:preparation,standoperationsandfollow-up.•Preparationshouldbestartedwellaheadoftimeandsufficienttimemustbescheduledforpreparation.•Anactionplanshouldbemadeandeachstageshouldbebrokendowntoindividualtaskswiththenamesofthepeopleresponsibleforeachtaskandtheirindividualdeadlinesindicated.Clearly,thedatessetbytheorganizerforerectinganddismantlingstandsmustbeadheredto.•Thetotaltimenecessarypriortothetradefairisdeterminedbythatareaofactivitywhichrequiresthelongestadvancedplanning(possiblythecreativeandconceptualaspectsregardingthestandandexhibits).Otheractivitiesshouldincludetimebuffers,i.e.extratimeincaseofunavoidableorunexpecteddelays.•SelectionofExhibits•Theexhibitionprogramshouldbedefinedinlinewiththeaimsofthetradefair.Theexhibitionprogramisderivedfromtheanswerstothefollowingquestions:•Shouldtheentireproductrangebeshownorshouldonlyselecteditemsbepresented?•Whatessentialsarerequiredtoshowtheproducts?Unit-9-Trade-Fair2/6•Whichproductsarenew,improved,orsuperiortothecompetitors?whatmustbespeciallyfeatured?Whichproductcorrespondstothefutureneedsofthetargetgroup?Havecurrenttrendsbeentakenintoaccount(socially,economically,technically)?Arethedesign,colors,andpackagingeffective?Shouldspecialtradefairmodelsbemanufactured?Whathastobeexplained?Shouldthisbedoneviatextpanels,displaysorvideos?Howmuchspaceisavailable?•Registration•Manytradefairsarebookedquitequickly.Anearlyregistrationisthereforeadvisable.•Sinceanindicationofthespacerequiredisnecessaryforregistration,aroughdesignforthestandshouldbepreparedahead.•TradeFairStandAtradefairislikeacompany’sbusinesscard.Itthereforeshouldcorrespondintermsofsizeandfurnishingwiththestandardsfoundinthecompanyaswellasbesuitablefortheproductsthataretobeexhibited.Thefocusshouldbeonacustomer-friendlypresentationofyourexhibits.Thetradefairstandshouldappealtotheeyesandearsandmayalsomakeanemotionalappealtothevisitors.•StandPersonnel•Competentstandpersonnelensurethesuccessofatradefairparticipation.Themoremotivatedandqualifiedtheexhibitor’sstandpersonnelare,thegreatertheopportunitiesforgoodsalesresultsandnewcontacts.Atargetedselectionandintensivetrainingofthestandpersonnelisjustasimportantasaneffectivepresentationoftheproducts.•AdvertisingandPublicity•Advertisingandpublicityareanindispensablepartofparticipationplanning.Theapproachtopotentialvisitorsmustbeplannedjustascarefullyasthedesignofthestand.Throughadvertisingandpublicity,tradefaircompaniescreateabroadresonanceinthemediaandthusreachmanypotentialvisitors.However,theorganizercanonlyadvertisethefairasawhole.Eachindividualexhibitorshouldinform,inadvanceoftheevent,his/herrespectivetargetgroupoftherangehe/sheisexhibiting.PartIWarm-up•Discussthefollowingquestionsingroups.•1)WhataresomefamoustradefairinChina?Unit-9-Trade-Fair3/6•1)ChinaImportandExportFair(CantonFair),ChinaHi-techFair,BeijingInternationalAutomotiveExhibition,etc.•2)Whatarelikelytobesoldattradefairs?•kitchenwareandtableware,generalceramics,homedecorations,glassware,foodstuffs,nativeproducts,medicineandhealthproducts,sporting,travelandrecreationproducts,officesupplies,shoes,casesandbags,furniture,etc.•3)Whatwillyoudowhenyouvisittradefairs?•Seeavarietyofgoods.•Comparegoodsofdifferentbrands.•Collectusefulinformationsuchascatalogs,pricelists,etc.•Visitpotentialbusinesspartners.•Placeorders.PartIIListeningandSpeaking•Task1IntroductiontoExpo2010ShanghaiChina•1.ListentoanintroductiontoExpo2010ShanghaiChinaanddecidewhetherthefollowingstatementsaretrueoffalse.•1)F•2)F•3)T•4)F•5)F•6)T•Task2Mr.Usugi’svisittotheGolfProstand•ListentoadialogbetweenasalesrepresentativeofGolfPro,agolfmanufacturingcompany,andapotentialcustomerataninternationalgolffair.Fillintheblankswithwhatyouhear.•1)new•2)reputation•3)worldleadersUnit-9-Trade-Fair4/6•4)ladies’clubs•5)835•6)latestPartIVViewingandSpeaking•Video1Exhibitingattradefairs•Pre-viewing•1.Discussingroups.Whataspectsshouldbetakenintoconsiderationwhenattendingtradefairsasanexhibitor?Choosetherighttradefair.Makesureyouknowwhatkindofcustomersyouwanttoreachandwhatyouwanttoachieve.Makespeci