Unit 9 Trade Fair分析和总结最新分析和总结.docxVIP

Unit 9 Trade Fair General Guidelines for Trade Fair Participation Participation in a trade fair takes a huge amount of planning and organizing. The following guidelines are meant to provide a general overview of the preparation involved. Setting objectives It is necessary for participants to formulate objectives clearly so that success can be measured (e.g. sales, number of contacts, number of potential customers identified, number of customers acquired, level of communication achieved. Getting information General information about trade fairs as well as exhibitions can be obtained via the Internet. First-time exhibitor should select carefully from the wide range of international trade fair and regional exhibitions. Budget Planning Budget planning is part of the careful preparation for trade fair participation. In addition to basic costs such as stand rental and energy supply, costs may include stand construction, furnishing and design, stand service and communication, transport, as well as personnel and travel costs. Schedule The process of participation in a trade fair breaks down into three phases: preparation, stand operations and follow-up. Preparation should be started well ahead of time and sufficient time must be scheduled for preparation. An action plan should be made and each stage should be broken down to individual tasks with the names of the people responsible for each task and their individual deadlines indicated. Clearly, the dates set by the organizer for erecting and dismantling stands must be adhered to. The total time necessary prior to the trade fair is determined by that area of activity which requires the longest advanced planning (possibly the creative and conceptual aspects regarding the stand and exhibits). Other activities should include time buffers, i.e. extra time in case of unavoidable or unexpected delays. Selection of Exhibits The exhibition program should be defined in line with the aims of the trade fair. The exhibition program