1、English for Exhibition and ConferenceBooth Design and InstallationUnit ObjectivesAfter studying this unit, you will learn:As an organizer:how to set booth design rules and regulations;how to design an exhibitor order form.As an exhibitor:how to design and construct/install an effective booth;how to

2、work with an exhibit designer.Part I Organizers DiaryDuring this period, I will: design an exhibitor order form; call the official booth contractor and talk about standard row booth installation; send booth design rules and regulations to the official booth contractor and exhibitors.power stripfoldi

3、ng chairshelfTask 1 Vocabulary: Look at the pictures. Write out the name of each booth facility below.I. Lead-in Practicesingle seat sofatrash can/rubbish binLiterature/brochure rackI. Lead-in PracticeTask 1 Vocabulary: Look at the pictures. Write out the name of each booth facility below.I. Lead-in

4、 PracticeTask 2 Brainstorming: Discuss with your classmates about other booth facilities used during an exhibition. power socket spotlight Other booth facilities may include power socket, spotlight, information counter, TV rack, DVD player, round table, folding door, lockable drawer, wall panel, com

5、puter, speaker, projector, fax machine, telephone, etc.II. ReadingPassage Booth Design Rules and Regulations drapery: n. cloth arranged in folds 打褶的織物、布料；布簾打褶的織物、布料；布簾 specification: n. a detailed description of design criteria for a piece of work 規格規格 interfere with: to prevent something form worki

6、ng effectively or from developing successfully 妨礙；干涉妨礙；干涉 rendering: n. perspective drawing of an architects design （建筑物（建筑物的）透視圖的）透視圖 Show Management: 展會管理部門；主辦單位展會管理部門；主辦單位 canopy: n. a covering (usually of cloth) that serves as a roof 罩篷，罩篷，遮篷遮篷II. ReadingPassage Booth Design Rules and Regulation

7、s Fire Marshall: an official who is responsible for the prevention and investigation of fires 消防專員消防專員 adjoining: adj. having a common boundary or edge 鄰接的；毗連鄰接的；毗連的的 graphics: n. pictures or images that are designed to represent objects or facts 圖形，圖表圖形，圖表 signage: n. signs, especially commercial s

8、igns or posters 引導標示引導標示 exempt: adj. freed from or not subject to an obligation or liability to which others or other things are subject 被免除的；被豁免的被免除的；被豁免的II. ReadingTask 1 Read the text and fill in the form below with the information from the text.ItemsHeight LimitDrapery Backgrounds8(2.44m)Side R

9、ails In-line BoothBack of Booth Front of Booth Displays Island Booth II. ReadingTask 1 Read the text and fill in the form below with the information from the text.ItemsHeight LimitDrapery Backgrounds8(2.44m)Side Rails approximately 3(0.91m)In-line BoothBack of Booth 8(2.44m)Front of Booth 4(1.22m)Di

10、splays 4(1.22m)Island Booth 16(4.88m)II. ReadingTask 2 Read the text again and mark the following statements with T (true) or F (false)._ 1. All booths will be provided with drapery._ 2. Machinery, equipment or products cannot be shown on a raised platform or counter._ 3. Booths with canopies should

11、 be approved by the Fire Marshall._ 4. All exposed parts of constructed displays must look attractive to adjoining exhibitors._ 5. No logos should be displayed on exposed side walls for booths other than island booths.TTTFFIII. Sample Study An exhibitor order form is a form to be filled in by an exh

12、ibitor to order additional facilities and services. Generally, the form should be sent several days before the first date of booth installation. Surcharges will be paid for orders after the deadline. It generally includes the following key elements:name of exhibitionexhibition details: date, venue,

13、email, tel., fax, etc.exhibitor informationpayment method/informationdeadlinedescription of facilitiescharge: unit price/rate, quantity, rental days, total amount, surchargeexhibitors signature date of the signatureIII. Sample Study What is an order form? An exhibitor order form is a form to be fill

14、ed in by an exhibitor to order additional facilities and services. What is an exhibitor manual? A package of information containing all rules, regulations, and forms relating to an exhibition, provided to exhibitors by show management. Also called the ESM and Exhibitor Kit.III. Sample StudyTypes of

15、order forms Order Forms of different types Order Forms for Standard / Boutique Booths Exhibitors Order Forms for Additional Facilities and Services Order Forms for Raw Space Exhibitors Order Forms for Advertising & Promotion Opportunities Order Forms for OthersLook at the sample order form:http:/ Sa

16、mple StudyIII. Sample StudyIII. Sample StudyIII. Sample StudyTask Study the sample and mark the following statements with T (true) or F (false)._ 1. Orders after Feb.6,2013 will be rejected._ 2. All overseas exhibitors must pay the rental rate in US dollar._ 3. If an exhibitor orders a fax transmiss

17、ion line for local and IDD fax, he/she must pay a deposit of HKD4,000._ 4. A surcharge will be paid if there is any change in the location of the additional communications facilities on-site._ 5. Hong Kong exhibitors can only pay by credit card.FTFTFIV. Situational Dialogs Talking about standard row

18、 booth installation Chris Davis: the Sales Manager of Saidel Group, a famous international convention and exhibition company Jason Wang: the marketing Manager of HanMa Exhibition Services Co., Ltd., a booth contractorDialogIV. Situational Dialogs Talking about standard row booth installationDialog W

19、ed like you to be our official booth contractor again this time.2. This time we have approximately 110 standard row booths to be built, 70 of which are 9sqm booths and 40 are 12sqm booths.3. Whats the time for construction?4. Well get it done as requested.5. For more information, please refer toIV.

20、Situational DialogsTask 3 Work in groups. Act as Chris Davis, Lily Wang and Charles Zhang and role-play the dialog. Talking about standard row booth installationDialogTask 4 Simulation: Make up a dialog with your partner, taking the roles of Mr. Smith and Mr. Chen. Mr. James Smith is the Sales Manag

21、er of an exhibition company, the organizer of a consumer electronics exhibition to be held in London from July 15 to 18. He is calling Mr. Justin Chen, the Marketing Manager of a booth contractor TXQZ-EXPO Ltd., to ask the company to be the official booth contractor for the exhibition and talk about

22、 the booth construction of standard row booth.Part II Exhibitors DiaryDuring this period, I will: call the organizer to enquire about raw space installation; meet a booth designer to discuss booth design and construction.I. Lead-in PracticeTask Work with your partner and collect your thoughts on the

23、 following questions .What is an effective and attractive booth design? An effective and attractive booth design should be able to attract visitors to enter the booth. To do that, the design should be tailored to the products and should incorporate audiovisual features to attract visitorsWhat should

24、 an exhibit booth designer know before designing? He/She should know something about the company and its products, the objective of the trade show, the budget, etc.II. ReadingPassage 1 Secrets to Designing Effective Exhibit Booths precursor: n. something that happened or existed before something els

25、e and influenced its development （事物的）（事物的） 前身，先驅前身，先驅 lead: n. an individual or organization that expresses an interest in your goods or services 潛在客戶潛在客戶 uncluttered: adj. having nothing extraneous 整潔的，整齊的整潔的，整齊的 incorporate: v. to include something as part of a group, system, plan, etc. 把（某事物）并入；

26、包括把（某事物）并入；包括II. ReadingPassage 1 Secrets to Designing Effective Exhibit Booths stimuli: n. (singular stimulus) any stimulating information or event; acts to arouse action (單數單數stimulus) 刺激（物）刺激（物） tactile: adj. relating to the sense of touch 觸覺的觸覺的 simultaneously: adv. at the same instant 同時的同時的 ap

27、parel: n. (formal) clothes （正式）服裝（正式）服裝 giveaway: n. thing that is given to somebody without charge 贈品贈品II. ReadingTask 1 Read the text and fill in the form below with the information from the text.Secrets Suggestions to Booth DesignGrab Attention Incorporate motion and creative lighting.Limit the M

28、essage Focus upon _Use a Tactile Approach Include _Engage Multiple Senses Reach _Extend Your Brand Represent _II. ReadingTask 1 Read the text and fill in the form below with the information from the text.Secrets Suggestions to Booth DesignGrab Attention Incorporate motion and creative lighting.Limit

29、 the Message Focus upon three or four key benefits which speak directly to your audiences needs Use a Tactile Approach Include demonstrations that allow your visitors to interact with your productsEngage Multiple Senses Reach your audience through sight, smell and soundExtend Your Brand Represent a

30、visual extension of your companys brandII. ReadingTask 2 Read the text again and answer the following questions.1. What is the requirement for designing each element of a display booth? Each element of a display booth must be designed to communicate your companys messages, showcase your products, an

31、d entice your audience to investigate further.2. Why should trade show marketing messages be limited? Because attendees are faced with many stimuli when walking through the exhibition Center, and itll be hard for them to remember everything they see at every booth.II. ReadingPassage 2 Working with a

32、n Exhibit Designer highlight: v. to make a problem or subject easy to notice so that people pay attention to it 突出，突出， 使注意力集中于使注意力集中于 bid: n. an offer to do work or provide services for a specific price 投標投標II. ReadingTask 1 Read the text and fill in the blanks with the given words according to the

33、context.1. literature 2. result in 3. budget2. shop around 5. cost effective 6. compareII. ReadingTask 2 Read the text again and answer the following questions.1. Why is it advised that an exhibitor use an independent designer? Because an independent designer can be much more cost effective, easier

34、to work with, more flexible, and provide only the services the exhibitor wants to pay for.2. What kind of exhibit designer should an exhibitor get? One who understands the company and its products, the trade show goals, and is willing to provide good value for the budget.II. ReadingTask 2 Read the t

35、ext again and answer the following questions.3. What can an exhibitor discuss with an exhibit designer during their initial meeting? The exhibitors goals, the ideas for a booth theme, the products planned to highlight, graphics, market research, and competitors.III. Do It YourselfSearch the Internet

36、 or discuss with your classmates or consult a designer about how to design an eye-catching booth for clothing and accessories display at a trade show. You may refer to the following points: backdrop audio stimuli visual stimuli brochure models staffer facilitiesIV. Situational Dialogs Enquiring abou

37、t raw space installation Chris Davis: the Sales Manager of Saidel Group, a famous international convention and exhibition company Stella Li: the Marketing Manager of Desheng Toys Co., Ltd.Dialog OneIV. Situational Dialogs Enquiring about raw space installationDialog One I have a few things to confir

38、m with you about raw space installation.2. Youve recommended your official booth contractor to exhibitors3. you should inform your booth contractor to submit their workers name list as well as ID copies one week prior to the booth construction4. issue Access Cards for the workers.5. If we need any a

39、dditional furniture or other facilities, is there any on-site service that we can resort to?6. . on-site order will be subject to a surcharge of 30%. prior to: 在在 . 之前之前 Access Card: 出入卡；門禁卡出入卡；門禁卡 on-site service: 現場服務現場服務 resort to: 求助；依靠求助；依靠 be subject to: 遭受；服從遭受；服從 surcharge: 附加費；額外費附加費；額外費IV.

40、 Situational Dialogs Enquiring about raw space installationDialog OneIV. Situational Dialogs Enquiring about raw space installationDialog OneTask 3 Work in groups. Act as Chris Davis and Stella Li and role-play the dialog.IV. Situational Dialogs Discussing booth design and construction Steven Liu: a booth designer form GOT Ltd,. A booth designing company Stella Li: the Marketing Manager of Desheng Toys Co., Ltd.Dialog TwoIV. Situational Dialogs Discussing booth desi