Project Four---Internatioanl Trade Part II Attending Trade Fairs

Task assignment Task assignment02

Autonomous learning and discussion

Autonomous learning and discussion

03

Display04

EvaluationEvaluation05

Part II Attending Trade Fairs

01 Review and Homework

Lead-in01

06

I Warming-upDiscussion (10’)

• 1. What information can we get from the video?• 2. What are the benefits of trade fairs for exhibitors

and visitors?

• Reference answer• (Benefits for exhibitors: media exposure for the industry as a

whole and for specific companies, an opportunity to show their wares to an interested public, to find out what is happening in the industry and to evaluate the competition

• Benefits for visitors: the ease of judging relative standards and pries, an opportunity to find out what is happening in the industry, the convenience of everything in one place, a chance to talk to exhibitors)

II Task assignment(3’)

• Questions:• 1. Read through an advertisement for the Top Drawer

exhibition and give information about the exhibition, exhibitors and visitors.

• 2. How to prepare for a trade fair ?• 3. How to meet visitors when attending a trade

show ? Make up a dialogue.

III Group discussion and teamwork(17’)

• 1. Read through an advertisement for the Top Drawer exhibition and give information about the exhibition, exhibitors and visitors.

• 2. How to prepare for a trade fair ?

IV Practice and Output (15’)• 1. Read through an advertisement for the Top Drawer exhibition

and give information about the exhibition, exhibitors and visitors.

2. How to prepare for a trade fair ?(list five preparations you need to make)

• (samples, catalogues……)

V. Evaluation(15’)Planning a Trade Fair

1.Define Goals & Objectives

2. Select the Show & the Space

3. Set a Realistic Budget

4. Design the Booth

5. Train the Exhibit Staff

6. Prepare samples and catalogues• ……

1. Define Goals & Objectives

• Prioritize answers to the following question: Why are you exhibiting?– To close a sale?– To create a database of

names?– To make contacts ?– To establish a presence?– Other?

2. Select the Show & the Space

Questions for Show Management:

• How many attendees?• How is the show being

promoted?• Who has attended in the

past?• Will the people I want to

reach attend?

Questions about Booth Space:How much space do I need?Who am I near?What obstructions and restrictions exist?Inline, peninsula or island booth?

3. Set a Realistic Budget

• Exhibit Design, Construction, Preparation

• Space Rental Costs• Freight Transportation• Show Services (Electrical,

Rentals, Labor, Water, etc.)• Other (Presenters,

Accommodations, Training, etc.)

Refurbishment4%

Shipping12%

Show Service18%

Travel & Entertainment

13%Promotion

9%

Other1%

Exhibit Space29%

Exhibit Design14%

Refurbishment4%

Shipping12%

Show Service18%

Travel & Entertainment

13%Promotion

9%

Other1%

Exhibit Space29%

Exhibit Design14%

4. Design the Booth

• What one (1) message should your exhibit communicate in three (3) seconds?– It’s the visual bite generation!– Competing with hall clutter

• What are your step 1 goals?

• What’s your timeline?

What’s your draw?Feature/Benefits?Pre-show promotion?Entertaining or skilled staff?Contest or at-show promo?Product interest?Company recognitionBooth design?

5. Train the Exhibit Staff

• Review show & staffing goals

• Create & communicate a schedule

• Review competition• Role-Play the sales pitches

Tip: Hire a trade show sales coach to lead your team through role-playing.

6. Prepare samples and catalogues

• How many samples and catalogues do we need?

Task 2

• How to meet visitors when attending a trade show ? Make up a dialogue.

Model: Helping Customers at Your Booth•Jenny: Good morning, sir. I see you're looking at the Dinger. It's the latest model of computerized telephone. •Customer 1: It looks very impressive, but so do a lot of the products here. What can it do? •Jenny: The Dinger can save your company a lot of money by cutting down on wasted telephone time. •Customer 1 That sounds good, but can you tell me about each function in detail? •Jenny: Here, take a catalog. This will show you why the Dinger is the best value for your money. •Customer 2: Excuse me. Can you tell me about the call filter function on this model? I think this function can save a lot of time. •Jenny: Right. Only the Dinger has this type of call filter. When there's an incoming call, the number will appear on the digital display screen.

• Customer 2: So, if you know the number of the person who is calling, you can then decide if you want to answer the phone.

• Jenny: Exactly. Why don't you take this catalog, my card is attached. If you have any questions after the show closes, just give me a call.

• Customer 3: How many extensions can this phone have? • Jenny: The Dinger can have up to a hundred extensions. It's

very convenient for large or busy offices. Would you like one of these catalogs?

• Customer 3: Sure, thanks. Can you tell me when this product will be on the market?

• Jenny: All of the products you see here will be on the market at the beginning of next month. Do you have a card?

• Customer 3: Yes, of course. Here it is. If you give me a call tomorrow, after I have a chance to look at the catalog, we can get together and talk.

Practice

You are a sales receptionist of a computer company.  When an American customer comes to your booth, how will you introduce your product including the design, the function and the price?

返回目录

Evaluation

• Courtesy (Body language)• Language• Originality• Teamwork

• Summary• Homework

Thank You!