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1、Situation 4 Marketing,Task 4 Exhibition,Task 4 Exhibition, Objectives 1. Grasp advantages and disadvantages of exhibitions. 2. Grasp how to shine at the show, how to attract your clients.,Task 4 Exhibition,I Pre-reading Pair work: Discuss the following questions with your partner. 1. Mention some fa
2、mous exhibitions recently held in your part of the country. 2. Name one exhibition you have visited. What do you think of it-a failure or success? Why? 3. What purposes are exhibitions expected to achieve? 4. What do you think is critical in the success of an exhibition? 5. Suppose you are the exhib
3、itor, what will you do to compete for attention?,Task 4 Exhibition,II Case study of the task Wine Trade Exhibition Event: Wine Trade Exhibition Exhibitors: 85 Visitors: 2508 Sqm: 1345 Venue: National Hall, Olympia Date: 16-17 January 2008 Organizer: Fresh RM Ltd,Task 4 Exhibition,Task 4 Exhibition,B
4、rief Wine is the UKs only dedicated on-trade wine event, where vetted suppliers showcase wines, accessories and equipment and connect with key buyers and decision makers from the restaurant, pub and hotel trade. The priority for the event was to attract hard-to-reach buyers from independently owned
5、“white tablecloth establishments” based in London (M25); with the greater South East and Midlands regions being secondary markets. The event ran for two days at Olympia National Hall and is returning in February 2009. The organizer needed at Central London location, facilitating premium networking o
6、pportunities.,Task 4 Exhibition,Solution The event required extensive planning and organization for such an audience. The wine industry is associated with high quality of product and service, tradition and elegance and Olympia was the perfect venue to reflect this.,Task 4 Exhibition,Result Wine was
7、awarded the 2008 AEO Award for Best Trade Show (under 2000sqm). 99% of visitors would recommend Wine to a colleague. 24% of visitors said the shows location in Londons Olympia influenced their decision to visit. “Wine is a very comfortable environment in which to interact with suppliers and contacts
8、” said one visitor, whilst an exhibitor stated that “the set up and organization is amongst the best weve experienced.” Janice Edmunds, Operations Director of Fresh RM, had this to say: “Wine has always had a slightly different concept from the normal exhibition which presented different challenges
9、for the Operations Team. However the Olympia team were always helpful and supportive and played a big role in helping us make everything run like clockwork.”,Task 4 Exhibition,Questions : 1. Why can this exhibition get this result? 2. What is the significance of this exhibition? 3. According to this
10、 case, what can you infer from it?,Task 4 Exhibition,III Text Learn How to Shine at the Show There is no question that exhibitions offer one great advantage over other more traditional communication techniques, the face-to-face contact of a niche market, something which has always been difficult to
11、get. The intuitive, all-encompassing nature of marketing messages conveyed at an exhibition can make them more relevant than ever, and therefore more likely to break through the clutter barrier,. Take a product launch exhibition, for example. You have the ability to surround a highly qualified audie
12、nce with your key messages. The fact that it is an event has also created the emotive effect of being involving and fun.,Task 4 Exhibition,An exhibition can also allow a detailed product demonstration and a hand-on element, allowing people to see, hear and feel the product without having pressure to
13、 buy. Events are highly interactive, people can ask questions and seek reassurance on any issue. Finally , theres a group dynamic, a certain buzz which helps communicate the products message.,Task 4 Exhibition,The normal rules of presentation turn upside-down at exhibitions. In the clamor of competi
14、ng stands, nobody gives you undivided attention. When a buyer walks down your aisle, you only have a few seconds to grab their interest. Says Ian Whitworth, marketing director of Staging Connections, Australias largest event staging company, which stages over 20,000events every year. Youll have to t
15、ell them your story in a way that cuts through the clutter. An effective stand must stand out . Themed stands use sets, props and theatrical lighting to transport the visitor to another place-a jungle, an outback town, a beach or outer space. It is one of the fast-growing trends in exhibition stand
16、design.,Task 4 Exhibition,A well executed theme can deliver a strong message to your audience. When the message surrounds them, it can be a far more involving experience and is far more likely to be remembered. Creative theming stimulates all the senses-the feel and smell of bark chips under foot with a soundtrack of chirruping crickets, can be powerfully evocative. A well designed set will add a vital stamp of individuality to your stand, reinforce the theme of t
