Faculty of Marketing

--------    --------

DISCUSSION

TECHNICAL ENGLISH 2

Topic

PREPARATION FOR A TRADE FAIR. PURPOSES AND BENEFITS

OF A TRADE FAIR.

Group: 2

Class code: 2323ENTI1012

Lecturer: Dang Thi Khanh Ha

1
 Group Member

No Full name Task Evaluation

7 Phạm Lệ Chi Nhóm trưởng
Nội dung Introduction và
mục 3.1
PowerPoint
8 Đinh Thành Công Nội dung mục 3.3
Word
9 Thân Văn Cường Nội dung mục 1 và
Conclusion
10 Ngô Phương Dung Nội dung mục 2
11 Mai Thúy Duyên Nội dung mục 4
12 Lê Minh Dương Nội dung mục 3.2

2
 Mục lụ

I. Introduction.....................................................................................................................4

II. Body................................................................................................................................5

1. Definition of a trade fair........................................................................................................5

2. Purpose of a Trade Fair........................................................................................................5

3. Preparation for a trade fair..................................................................................................7

4. Benefits of Attending a Trade Fair.....................................................................................11

III. Conclusion..................................................................................................................13

3
 I. Introduction

Trade fairs have been around for centuries, and today they are popular events in
nearly every corner of the globe. These events typically attract thousands of participants,
and they can range in focus from technology to agriculture to fashion and beyond. The
sheer volume of participants often makes it difficult to stand out, meaning that companies
must put in some serious preparation in order to make the most of their experience. 

The world of business is constantly evolving, and trade fairs have become an
important resource for companies looking to stay ahead and stay competitive. Trade fairs
are large events where companies showcase their products and services, network, and
create new business opportunities. Trade fairs are held around the world for centuries.
These events typically attract thousands of participants, and they can range in focus from
technology to agriculture to fashion and beyond. The sheer volume of participants often
makes it difficult to stand out, meaning that companies must put in some serious
preparation in order to make the most of their experience. 

In this essay, we will provide an overview of trade fairs an overview of the purpose
and benefit of a trade fair, and how to best prepare for a trade fair in advance. Preparation
is essential for making the most of the experience, and companies should take the time to
research the event, create a strategy, and develop promotional materials.

4
 II. Body
1. Definition of a trade fair
A trade fair is an event organized for the purpose of bringing together buyers,
suppliers, and representatives of different industries to showcase their products and
services. Trade fairs provide a space for business owners to make connections and build
relationships with potential partners and customers. They typically feature a variety of
booths and displays, as well as workshops, seminars, and networking opportunities. Trade
fairs are often held in large convention centers and can span several days or even weeks.
They are great opportunities for business owners to learn about new technologies, trends,
and products, as well as to establish new contacts and generate sales.

There are several types of trade shows and exhibitions that cater to different
industries and audiences. Here are some of the most common types:

-Industry-specific trade fairs: These events are focused on a particular industry or

sector, such as technology, fashion, or automotive.

-Consumer trade fairs: These shows are geared towards the general public and
allow companies to interact with potential customers directly.

-Regional trade fairs: These events are held in a particular geographic area, such as
a city or state, and are designed to showcase local businesses and industries.

-International trade fairs: These events bring together companies and attendees
from around the world to showcase products and services on a global scale.

-Virtual trade fairs: These events take place entirely online and allow attendees to
interact with exhibitors, attend webinars and presentations, and network with other
attendees from anywhere in the world.

Overall, the type of trade fair that a company chooses to participate in will depend
on their industry, target audience, and business goals.

2. Purpose of a Trade Fair

5
 2.1. To showcase new product
Trade fairs are considered to be one of the most perfect venues to launch new
products and services. When participating in a trade fair, the companies can introduce
their new products or services to both new and old customers. They also can explain
customers’ offers in person and answer their questions if their products or services are
innovative.

It is also a platform to demonstrate the features and benefits of new offerings to a

large audience, which can help to generate interest and excitement about new products or
services while providing the companies with valuable feedback from customers. They can
also give you ideas for new products or services (such as consulting), which will help
grow the businesses even more and the companies can sell more new products.

2.2. To establish relationships

Attending a trade fair is a great way for companies to meet potential new
customers, suppliers, industry partners and to learn more about their competitors. It also
provides a great venue where the companies can meet face-to-face to discuss their product
offerings and build relationships that can lead to future collaborations or sales. Besides,
companies have more opportunities to meet people who are interested in your products or
services. You might even be able to get them on board right then and there.

At a trade fair, the companies can connect with other companies from different
industries to come together in one place, so they can share information about their
products or services.

2.3. To provide education

When an attendee approaches the company’s trade fair, you know, the companies
have their undivided attention and the opportunity to educate their customers in a way that
is very unique to marketing. Whereas ads are typically just glanced at and press releases
skimmed, at a trade fair, the companies have their target audience right in front of the
trade fair of companies. If the businesses use their time with their clients wisely, the firms
could not only introduce their product or service to customers but also educate them on

6
what makes the companies different from the competitors in the same industry (the unique
value proposition) and why the customers should buy their products or services.

2.4. To increase sales

The most apparent purpose of trade fairs is their direct impact on their companies’
sales. When attending a trade fair, the firms can meet with lots of potential customers
which helps them to generate qualified sales leads. Consumers are more likely to purchase
when they can experience a particular product or service first-hand. As a result, the
companies might be able to close many deals on the spot. Trade fair attendees are likely to
spend more than those who attend other types of events, and the best part is that it doesn’t
cost any more to get them there. Research has shown that trade fairs can expect an
increase in sales revenue by as much as 40%.

3. Preparation for a trade fair

3.1. Researching the trade fair
Researching a trade fair can be an important step when considering attending or
exhibiting at a trade show. To make sure that the trade fair is a worthwhile investment, it
is important to do some research in advance.

3.1.1. Research the trade fair

The first step in researching a trade fair is to gain a better understanding of the
event itself. Researching the trade fair will provide the opportunity to learn more about
the exhibitors, the attendees, the location, and the topics that will be discussed. It is also
important to look for any special events that may be associated with the trade fair.

Researching the trade fair involves familiarizing yourself with the details of the
event, such as the location, dates, exhibitors, and types of visitors expected to attend. It is
important to understand the size of the event and the overall atmosphere and expectations
of the attendees.

3.1.2. Research competitors

The next step in researching a trade fair is to research the competitors. Knowing
who is exhibiting at the trade fair will allow companies to gain a better insight into what

7
types of products and services will be seen at the event. It is also important to consider the
competitive landscape and the presence of competitors at the trade fair.

Researching competitors involves researching the other exhibitors and vendors that
will be present at the trade fair. This research can help you to better understand the
competitive environment and the competitive advantages that your business may have
over other exhibitors.

3.1.3. Research target audience

Finally, researching the target audience of the trade fair is essential. Knowing who
is attending the event will help companies decide if the trade fair is the right place to
showcase their products or services. Companies should also take the time to research the
demographics of the trade fair attendees as this will give them an idea of who they should
be targeting

Researching the target audience involves understanding the demographic of the

expected visitors to the trade fair. This research can help you identify the types of
products and services that will interest the visitors and can help you to tailor your
message and offerings to their specific needs.

3.2. Creating a plan

3.2.1. Set goals
Whether you are attending the fair to generate leads, increase brand awareness,
launch a new product, build relationships, or gather market research, your goals should be
specific, measurable, achievable, relevant, and time-bound. By setting clear and realistic
goals, you can focus your efforts and resources on achieving the outcomes that are most
important for your business. Furthermore, setting goals will allow you to track your
progress and measure your success, making it easier to identify areas for improvement
and refine your strategy for future trade fairs.

3.2.2. Develop a budget

Developing a budget for a trade fair involves estimating the total cost of attending
the fair and allocating funds accordingly for things like booth rental, marketing materials,

8
staff travel and accommodation, and other expenses. Developing a budget requires careful
planning, research, and consideration of your business's financial constraints and goals for
the event. A budget is an essential tool for managing finances and ensuring that resources
are allocated in a way that provides the best return on investment. It will also help to
control spending and allow for savings for unexpected costs or contingencies.

3.2.3. Develop a plan

The plan should include a detailed timeline, deadlines, and action items for
everything from booth design to marketing activities and follow-up activities. The plan
should also take into account staffing requirements, product or service showcases, and
visitor engagement strategies. Developing a plan requires careful consideration of your
business's goals, resources, and capabilities, as well as the expectations and preferences of
your target audience. Having a plan will help companies to stay organized, flexible, and
able to adapt quickly to unexpected circumstances or opportunities that come up during
the event..

3.2.4. Design a booth

The booth design should reflect your brand, products or services, and your
business's values and culture. It should be eye-catching and engaging to draw in visitors,
but also functional and practical to allow staff to work efficiently and effectively. The
design should consider factors such as lighting, signage, product displays, and seating
areas. It should also take into account traffic flow and accessibility, ensuring that visitors
can navigate the booth easily and comfortably. Additionally, the design should be aligned
with your business's goals for the trade fair, such as generating leads or increasing brand
awareness. A well-designed booth can make a significant difference in attracting and
engaging visitors and help your business achieve its desired outcomes at the trade fair.

3.2.5. Develop marketing materials

Marketing materials should be designed to capture visitors' attention, generate
interest, and communicate your business's brand, products or services, and value
proposition effectively. The marketing materials can include brochures, flyers, business
cards, giveaways, and other promotional items. They should be visually appealing,
9
informative, and easy to understand. The marketing materials should also be aligned with
your business's goals for the trade fair, such as generating leads or increasing brand
awareness. Additionally, the marketing materials should be distributed strategically
throughout the trade fair, such as at the booth or other key locations, to ensure maximum
exposure and engagement. Effective marketing materials can make a significant
difference in attracting and engaging visitors and help your business achieve its desired
outcomes at the trade fair.

3.3.Staffing
Staffing a trade fair is an important part of the event planning process. Properly
staffing a trade fair can ensure that the event runs smoothly and that attendees have a
positive experience. To properly staff a trade fair, organizers must determine their staffing
needs and train the staff.

3.3.1. Determine staffing needs

When determining staffing needs, organizers must first decide how many people
they need to staff the event. They should consider the size of the event, the tasks that need
to be completed, and the availability of staff. Factors such as the types of activities taking
place and the duration of the event should also be taken into account. After considering
these factors, organizers should create a staffing plan that will allow them to properly staff
the event.

3.3.2. Train staff

Once they have determined the number of staff they need, organizers should begin
to train them. This may involve providing training on the general setup and operation of
the trade fair, as well as on specific tasks such as ticket scanning and customer service.
Training should be tailored to the specific needs of the staff and the event itself. It should
also include safety procedures and protocols, as well as emergency preparedness plans.

By ensuring that they have the right number of staff and that those staff members
are adequately trained, organizers can ensure that their trade fair runs smoothly and is a
success.

10
 4. Benefits of Attending a Trade Fair
4.1. Networking opportunities
Trade fairs are also the convergence of many different ideas, from competitors in
the same industry to potential partners in many other fields. Each business has different
business philosophies and promotion campaigns, and through sharing exchanges,
businesses will have the opportunity to consult and select suitable ideas for themselves.
Besides exchanging professional knowledge, businesses can also exchange contact
information to expand relationships in the future.
The US International Fair Global Expo 2019 with the participation of more than
400 booths is definitely an opportunity that businesses should not ignore. The event will
be held for two consecutive days 20-21 in September at the Anaheim Convention Center.
This is not only an opportunity to promote domestic products outside of Vietnam but also
an opportunity for Vietnamese businesses to find more partners and customers in the
international market.
4.2. Learning new trends
Trade fairs are also a place to learn, seek to learn new trends to highlight products
and get customers' attention.
Product promotion activities are an important part of marketing. It needs to be
done before, during and after the fair. Don't use the same marketing tactics as your
competitors. Therefore, enterprises should research ahead of competitors before
participating in exhibitions. The difference will create an unforgettable impression on
customers about your business. Every aspect of a business's exhibition marketing plan,
from the way it is promoted, to the decoration of the booth, to the layout of the booth
staff, must aim to create an impression and arouse curiosity from the audience. client.
Weekend markets or commodity fairs that have blossomed in recent years in
Vietnam are the clearest evidence that Vietnamese businesses are aware of the benefits
that this form of marketing brings.
4.3. Generating leads

11
 Participating in the fair means that every day thousands of people come and go and
see your products and brands. Customers often don't want to go too far to buy an item in
person, so they choose stores and brands that are close to home, convenient or familiar.
Exhibition visitors always include existing customers, potential customers,
suppliers and sometimes even future candidates for the business. Here, businesses can
conduct face-to-face interviews, which are much more effective than interviews by phone
or via computer screen.
4.4. Educate potential customers
Almost all trade fairs feature experts with useful sharing of expertise and
experience. This is a great opportunity for businesses to gain knowledge from leading
industry experts to apply to their brands.

12
 III. Conclusion
In conclusion, attending trade fairs can bring significant benefits for businesses.
Exhibitors can increase their visibility and brand awareness, network with potential
partners and customers, gather market research insights, and gain a competitive advantage
by showcasing their products alongside competitors. All of these factors can contribute to
increased sales and business growth.
Thorough preparation is the key to success at a trade fair. Exhibitors need to define
their business goals, research the market and competitors, plan to attract customers and
execute marketing strategies. In addition, they need to prepare materials and display
equipment, create interactive activities and experiences for customers, and update
information related to the event to capture public interest. With careful preparation,
exhibitors can make a good impression and increase business opportunities at a trade
show.

13