unit-9-trade-fairs.ppt

unit-9-trade-fairs.ppt

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Unit9TradeFairsnnAtradefairisanexhibitionorganizedsothatcompaniesinaspecificindustrycanshowcaseanddemonstratetheirnewproductsorservices.Generallyspeaking,tradefairsarenotopentothepublicandcanonlybeattendedbycompanyrepresentativesandmembersofthepress.2GeneralGuidelinesforTradeFairParticipationPre-showAt-showPost-showPre-show1.1.SettingobjectivesSettingobjectives2.2.GettingInformationGettingInformation3.3.BudgetPlanningBudgetPlanning4.4.ScheduleSchedule5.5.SelectionofExhibitsSelectionofExhibits6.6.RegistrationRegistration7.7.ContacttheorganizerfordetailsContacttheorganizerfordetails8.8.SelectandtrainstaffSelectandtrainstaff9.9.PreparepromotionalliteratureandPreparepromotionalliteratureandmarketingmaterialsmarketingmaterials10.10.AdvertisingandPublicityAdvertisingandPublicityGeneralGuidelinesforTradeFairParticipationParticipationParticipationininaatradetradefairfairtakestakesaahugehugeamountamountofofplanningplanningandandorganizing.organizing.TheThefollowingfollowingguidelinesguidelinesarearemeantmeanttotoprovideprovideaageneraloverviewofthepreparationinvolved.generaloverviewofthepreparationinvolved.SettingobjectivesnnTradeTradefairsfairsasasmultifunctionalmultifunctionaldialogdialoginstrumentsinstrumentsmakemakeititpossiblepossibletotofocusfocusononcommunicationcommunicationobjectives.objectives.However,However,ititisisnecessarynecessaryforforparticipantsparticipantstotoformulateformulateobjectivesobjectivesclearlyclearlysosothatthatsuccesssuccesscancanbebemeasuredmeasured（e.g.（e.g.sales,sales,numbernumberofofcontacts,contacts,numbernumberofofpotentialpotentialcustomerscustomersidentified,identified,numbernumberofofcustomerscustomersacquired,levelofcommunicationachieved）.acquired,levelofcommunicationachieved）.GettinginformationnnGeneralGeneralinformationinformationaboutabouttradetradefairsfairsasaswellwellasasexhibitionsexhibitionscancanbebeobtainedobtainedviaviathetheInternet.Internet.First-timeFirst-timeexhibitorexhibitorshouldshouldselectselectcarefullycarefullyfromfromthethewidewiderangerangeofofinternationalinternationaltradetradefairsfairsandandregionalregionalexhibitions.exhibitions.BudgetplanningnnBudgetBudgetplanningplanningisispartpartofofthethecarefulcarefulpreparationpreparationforfortradetradefairfairparticipation.participation.InInadditionadditiontotobasicbasiccostscostssuchsuchasasstandstandrentalrentalandandenergyenergysupply,supply,costscostsmaymayincludeincludestandstandconstruction,construction,furnishingfurnishingandanddesign,design,standstandserviceserviceandandcommunication,communication,transport,transport,asaswellwellasaspersonnelandtravelcosts.personnelandtravelcosts.SchedulennTheTheprocessprocessofofparticipationparticipationininaatradetradefairfairbreaksbreaksdowndownintointothreethreephases:

phases:

preparation,preparation,standstandoperationsoperationsandandfollow-up.follow-up.nnPreparationPreparationshouldshouldbebestartedstartedwellwellaheadaheadofoftimetimeandandsufficientsufficienttimetimemustmustbescheduledforpreparation.bescheduledforpreparation.nnAnAnactionactionplanplanshouldshouldbebemademadeandandeacheachstagestageshouldshouldbebebrokenbrokendowndowntotoindividualindividualtaskstaskswithwiththethenamesnamesofofthethepeoplepeopleresponsibleresponsibleforforeacheachtasktaskandandtheirtheirindividualindividualdeadlinesdeadlinesindicated.indicated.Clearly,Clearly,thethedatesdatessetsetbybythetheorganizerorganizerforforerectingerectingandanddismantlingdismantlingstandsstandsmustbeadheredto.mustbeadheredto.SelectionofexhibitsTheTheexhibitionexhibitionprogramprogramshouldshouldbebedefineddefinedininlinelinewithwiththetheaimsaimsofofthethetradetradefair.fair.TheTheexhibitionexhibitionprogramprogramisisderivedderivedfromfromthetheanswersanswerstotothethefollowingfollowingquestions:

questions:

nnShouldShouldthetheentireentireproductproductrangerangebebeshownshownororshouldshouldonlyonlyselectedselecteditemsitemsbebepresented?

presented?

nnWhatWhatessentialsessentialsarearerequiredrequiredtotoshowshowtheproducts?

theproducts?

nnWhichWhichproductsproductsarearenew,new,improved,improved,ororsuperiortothecompetitors?

superiortothecompetitors?

nnWhatmustbespeciallyfeatured?

Whatmustbespeciallyfeatured?

nnWhichWhichproductproductcorrespondscorrespondstotothethefuturefutureneedsofthetargetgroup?

needsofthetargetgroup?

nnHaveHavecurrentcu