Exhibitor Success Guide Tips and Strategies to Plan, Promote, and Sell More【外文翻译】.doc

1、本科毕业论文外文翻译外文文献译文题目招展成功指南资料来源DEVELOPINGAPROMOTIONSCHEDULE作者JEANWHIDDON在当今充满挑战的经济时代，展会举办方继续面临巨大的压力，除非他们更多地去了解和维持他们的主动性，不然他们将失去对全部营销的收益。在招展计划中，确保一个完整的，具有可行性的营销计划是非常重要的，展出之前的营销计划可以提升展会之前，期间和会后不久的效果，了解参展商需求。参展商最常见的参展目标是建立公司品牌意识，推出新产品，创造新的销售前景，从现有客户产生销售线索，并增加媒体曝光。展前进行宣传比不进行宣传的举办方在展览中有11的收益提升。我们知道，3分之4的参展商

2、都有一个具体议程，他们想了解企业和产品，看看清单。要确保他们的议程在你的公司，最好的方式是做展前宣传。如果将你的数据库进一步细分，那样宣传的效果会更好。例如，区分大小买家；现有客户和过去顾客；仍然喜欢我们和我们的展会和不太可能参展的客户；知道展会和不知道展会的客户。接下来，可以指派一个工作人员对这些客户进行跟踪访问，发送精心设计的电子邮件给所有的客户。分析数据，以确定哪些是无法送达。如果电子邮件地址是错误的，就有拨打电话的必要，看看其他的联系信息有没有需要更新或删除的。一个人可以走了，但通过电话往往能获得更换的地址。通过多个展会调查发现，参加焦点小组不希望收到的信息过于繁多，应该发送一个展会简

3、介，明信片上，展示展位及他们为什么要参加你的展会。预先安排尽可能多的会议，展示展台参观，尽可能与现有客户联系。管理人员应该在展会上满足尽量多的客户要求，至少有两次，和相同领域的展会次数差不多就可以。在展会上，同样的行政机关一天可以会见四，五个客户。此外，设备不容易在展览现场展示示范的，添加到贵公司的电子邮件签名框，然后在所有的印刷和在线广告您的展位数量和展会标志。创建您与您的展览网站在你的横幅广告，建立一个能在演出你贴纸，让你的邮件收发室把他们所有传出的信封。比如其展览销售区域的前景和客户名单力量，准备与谈论他们展示点。最近的一项研究发现，目前约有10个参展商中有4个正在尝试，如FACEBOO

4、K和LINKEDIN社交网络工具，在成立会议之前，在网络上展览推广。大约有三分之一是使用博客和视频，大约25的公司使用虚拟事件或TWITTER。作为社会媒体日益普及，这些数字将上升，特别是参展商开始衡量这些社会媒体工具的有1效性。什么是客户的需要你怎么能满足需要/解决他们的问题显然，如果有客户在您的感兴趣你的展览。排在第一步是搞清楚什么需要在吸引他们，如何来到你的展会或我做什么来帮助你吗以便谈话礼貌的说，俗话说，你给两只耳朵和一张嘴巴，这是有原因的完成。多听你说话，你会学到很多有关客户所告诉你更多。听其言，了解他们的身体语言翻译。当你认为你已经理解了它，添加他们的客户信息到你的数据库。从那里建

5、立相互信任和理解，克服任何反对意见。在销售和后续行动中，您发送给他们资料。直接邮件，有人甚至认为这是一个老的手段，但今天被证明是对能解决问题的。不要用传统的直邮推广，参展商不会打开并且会丢弃，而是直接邮件，有目的地对他的反应进行记录。一定要很容易让收件人回应还给你通过传真或电子邮件。2TITLEEXHIBITORSUCCESSGUIDETIPSANDSTRATEGIESTOPLAN,PROMOTE,ANDSELLMOREMATERIALSOURCEDEVELOPINGAPROMOTIONSCHEDULEAUTHORJEANWHIDDONINTODAYSCHALLENGINGECONOMICTI

6、MES,EXHIBITORSCONTINUETOFACETREMENDOUSPRESSURETOIMPROVERETURNONINVESTMENTROIFROMTHEIRPARTICIPATIONATSHOWSANDUNLESSTHEYBECOMEMOREPROACTIVEABOUTSUSTAININGTHEIRPARTICIPATION,THEYWILLLOSEGROUNDINTHECOMPETITIONFOROVERALLMARKETINGBUDGETSANDSUBSEQUENTLYHAVETOTRIMSHOWSCHEDULESSUBSTANTIALLYONEOFTHEMOSTEFFECT

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8、WPROSPECTS,GENERATESALESLEADSFROMEXISTINGCUSTOMERS,ANDINCREASEMEDIAEXPOSUREEXHIBITORSTHATDOPRESHOWPROMOTIONGETAN11LIFTINPERFORMANCEVERSUSTHOSETHATDONTWEKNOWTHAT3OUTOF4ATTENDEESTOASHOWHAVEASPECIFICAGENDATHEYCOMEWITHALISTOFCOMPANIESANDPRODUCTSTHEYWANTTOMEETANDSEETHEBESTWAYTOENSURETHATYOURCOMPANYISONTH

9、EIRAGENDAISTODOPRESHOWPROMOTION5IFYOURDATABASESUPPORTSFURTHERSEGMENTATION,CONSIDERHONINGTHESEBROADCATEGORIESFOREXAMPLE,CATEGORIZECURRENTCUSTOMERSINTO“LARGE”AND“SMALL”BUYERSPASTCUSTOMERSINTO“LAPSEDBUTSTILLLIKEUSANDOURPRODUCTS”AND“NOTLIKELYTOBUYFROMUSAGAIN”PROSPECTSINTO“PEOPLEWHOKNOWUSANDHAVEVISITEDOU

10、RBOOTHBEFORE”AND“PEOPLEWHODONTKNOWUSATALLBUTWOULDLIKETO”CUSTOMIZINGYOURMESSAGETOEACHAUDIENCEINFORMSTHESECURRENTANDPROSPECTIVECUSTOMERSTHATYOUKNOWTHEMANDTHEIRRELATIONSHIPTOYOURCOMPANYASSIGNASTAFFPERSONTO“CLEAN”YOURHOUSELISTSCONTACTAMAILHOUSEINYOURAREATHATISLICENSEDTOUSETHEUSPSNATIONALCHANGEOFADDRESSN

11、COADATATHEYWILLRUNYOURLISTSTHROUGHTHISDATAPROCESSINGPROGRAMANDUPDATEANYINFORMATIONTHATMATCHEDARECENTADDRESSCHANGENEXT,SENDAWELLDESIGNEDEBLASTTOALLTHEEMAILADDRESSESYOUHAVEANALYZEPOSTSENDDATATOIDENTIFYTHOSEWHICHWERE“UNDELIVERABLE”IFANEMAILADDRESSISWRONG,ITSWORTHMAKINGACALLTOSEEIFTHERESTOFTHECONTACTINF

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14、ONSANDBOOTHTOURSASPOSSIBLEWITHEXISTINGCUSTOMERSANDPREQUALIFIEDPROSPECTSEXECUTIVESCANMEETWITHATLEASTTWICEASMANYCUSTOMERSATTHESHOWTHANTHEYCOULDINTHESAMEAMOUNTOFTIMEINTHEFIELDANEXECUTIVEONTHEROADWILLMEETWITH,ONAVERAGE,TWOORTHREECUSTOMERSADAYATTHESHOW,THESAMEEXECUTIVECANMEETWITHFOURORFIVECUSTOMERSADAYAL

15、SO,DEMONSTRATIONSOFEQUIPMENTIMPOSSIBLETODEMONSTRATEINTHEFIELDCANEASILYBECONDUCTEDINYOUREXHIBITADDYOURBOOTHNUMBERANDSHOWLOGOINTOYOURCOMPANYSEMAILSIGNATUREBOXANDINALLYOURPRINTANDONLINEADVERTISINGCREATEABANNERADONYOURWEBSITEWITHYOURBOOTHNUMBER,CREATESTICKERSWITHA“SEEYOUATTHESHOW”MESSAGEANDHAVEYOURMAILR

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19、ANDONEMOUTH,”ANDTHISWASDONEFORAREASONLISTENMORETHANYOUSPEAKANDYOUWILLLEARNALOTMOREABOUTWHATTHECUSTOMERISTELLINGYOULISTENTOTHEIRWORDSANDTRANSLATETHEIRBODYLANGUAGEWHENYOUTHINKYOUVEFIGUREDITOUT,FEEDTHEINFORMATIONBACKTOTHE4CUSTOMERINTHEIROWNWORDSANDLANGUAGEFROMTHERE,USEQUALIFYINGQUESTIONSTOBUILDMUTUALTR

20、USTANDUNDERSTANDINGTOOVERCOMEANYOBJECTIONS4EXPECTINGSALESPEOPLETOSIMPLYDROPEVERYTHINGANDFOLLOWUPONTHELEADSYOUSENDTHEMAFTERTHESHOW,ISLIKEEXPECTINGATAXIDRIVERTOTAKETHEIRFAMILYFORACARRIDEONTHEIRDAYOFFTHEYMAYDOIT,BUTTHEYREALLYWONTHAVETHEIRHEARTINIT,BECAUSETHEYKNOWITSADAUNTINGTASKDUETOTHERISINGCOSTOFSALE

21、SCALLS,NUMBEROFCALLSTOCLOSEASALE,NUMBEROFSELLERSSEENBYREPSINAWEEK,DIFFICULTYINREACHINGPEOPLEBYPHONE,FAX,OREMAILTODAYSALESPEOPLECANTMAKEINITIALCONTACTAND“MORETHAN70OFLEADSGOUNCONTACTED,WHILE43OFTHOSENOTCONTACTED,BUYWHATTHEYINQUIREDABOUTWITHIN13MONTHS”CONSIDERINGALLOFTHEABOVEBARRIERS,COMBINEDWITHTHEFA

22、CTTHATSALESPEOPLEONLYHAVE40OFTHEIRAVAILABLETIMEFORSELLING,ISITANYWONDERWHYLEADSDONTGETFOLLOWEDUPDIRECTMAIL,CONSIDEREDBYSOMETOBEANOLDPROCESS,HASANEWAPPLICATIONTODAYTHATISPROVINGTOBETHESOLUTIONTOTHELEADFOLLOWUPPROBLEMNOTTRADITIONALDIRECTMAILTHATLOOKSPROMOTIONALANDGETSDISCARDEDWITHOUTOPENING,BUTRATHERD

23、IRECTMAILTHATISPURPOSEFULLYDESIGNEDFORLEADRESPONSE,INCLUDINGCALLTOACTIONSTATEMENTSANDDELIVERYINANONTRADITIONALLOOKINGWAYTOGETPASTGATEKEEPERSANDASSURESOPENINGSOMETHINGDIFFERENTTHATSPROVENTOWORKSENDYOURBOOTHVISITORSADIRECTMAILLETTERTHATINCLUDESCALLTOACTIONSTATEMENTSANDQUESTIONSYOURSALESFORCEWOULDLIKETOHAVETHEANSWERSTOBEFORETHEYFOLLOWUPASKBOOTHVISITORSQUESTIONSTHATPERTAINTOTHEIRUSAGE,APPLICATION,ANDPURCHASEINTENTIONSMAILTHELETTERINACUSTOMENVELOPE,ORMAILINGTUBE,TOHELPASSURERECEIPTANDOPENINGBESURETOMAKEITEASYFORTHERECIPIENTTORESPONDBACKTOYOUBYFAXOREMAIL