Tiếng anh chuyên ngành 2

TRƯỜNG ĐẠI HỌC THƯƠNG MẠI
KHOA HTTT KINH TẾ & THƯƠNG MẠI ĐIỆN TỬ
----------------

BÀI THẢO LUẬN
HỌC PHẦN: TIẾNG ANH CHUYÊN
NGÀNH 2

GVHD: Nguyễn Thị Minh Thương
Mã LHP: 2364ENTI1012
Nhóm thực hiện: 2


Hà Nội, 2023


GROUP MEMBERS AND RESPONSIBILITIES
Group: 2
Topic: Trade fairs and how to organize a trade fair successfully
N

Full name

o

Responsibiliti

Content of

Remar

es

presentatio

ks

n
10 Nguyễn Thị Kim
Hằng

Introduce +
1.1

11

Đặng Thị Hiếu

1.2

12

Nguyễn Ngọc Hồi

3.2

13

Hồng Bích Hồng

2.1

14

Phạm Thị Thu

3.1

Hồng
15

Đỗ Thị Huệ

1.3

16

Đỗ Thị Hoa Huệ

2.1

17

Phan Thị Hường

2.2

18

Nguyễn Thu Lan

3.3 +
Conclusion

Ninh Thị Huệ

2.2


MỤC LỤC
INTRODUCE.............................................................................1
CONTENT.................................................................................2
PART 1: GENERATION INFORMATION..................................2
1.1 What is trade fair?........................................................2
1.2. What is the history of trade fairs?....................................2
1.3. What are types of trade fairs?..........................................3
PART 2: ADVANTAGES AND DISADVANTAGES OF TRADE
FAIRS................................................................................................4
2.1. What are the advantages of trade fairs?..........................4
2.2. What are the disadvantages of trade fairs?.....................5
PART

3:

HOW

TO

ORGANIZE

A

TRADE

FAIR

SUCCESSFULLY................................................................................6
3.1. What does the prepareation for the fair include?.............6
3.2. What needs to be done to make the fair success during
the fair?...........................................................................................8
3.3. What are the lessons learned after the fair is over?........9
CONCLUSION.........................................................................11


INTRODUCE
Planning

a

successful

trade

show

requires

organization,

creativity and resilience. While most business-to-business (B2B)
organizations measure trade show success by the number of leads,

opportunities and return on investment (ROI) that come out of an
event, the level of effort that goes into it ultimately determines its
success rate. Trade shows and exhibitions provide businesses with
unparalleled opportunities to reach a large number of potential and
existing clients, members of the media, industry leaders, strategic
partners and key opinion leaders, and a successful trade show can
boost a business to new levels of industry prominence. In order to
maximise your investment, everyone involved must get on board
with setting goals for planning, executing, and following up on leads.
Organizing a trade show requires careful planning and execution
to ensure a successful event. There are many ways to organize a
successful fair, in this topic we have mentioned 3 issues: What does
the preparation for the fair include?; During the fair, what need to be
done to make the fair to success?; What is the lesson learned after
the fair is over. By following these steps, you can successfully
organize a trade fair that attracts exhibitors and attendees, creating
a platform for networking, learning, and growth in the relevant
industry.

5


CONTENT
PART 1: GENERATION INFORMATION
1.1 What is trade fair?
A trade fair, also known as a trade show or an exhibition, is an
event where businesses from a particular industry gather to
showcase their products and services to potential customers,
partners, and investors. Trade fairs provide an opportunity for
companies to promote their brands, launch new products, and

establish new business relationships.
Trade fairs are typically organized by trade associations,
industry groups, or event management companies. They can range
in size from small local events to large international exhibitions.
Trade fairs may be open to the public, or they may be restricted to
industry professionals only.
Visitors to trade fairs can learn about the latest trends and
developments in their industry, compare different products and
services, and network with other professionals. Trade fairs may also
feature seminars, workshops, and other educational programs to
help attendees stay up-to-date with the latest industry knowledge
and best practices.
1.2. What is the history of trade fairs?
The history of trade fairs dates back to ancient times when
merchants would gather in large marketplaces to trade goods. In
Europe, annual fairs were held in cities to promote trade and
commerce.
One of the earliest recorded trade fairs was the Champagne Fair
in France, which began in the 12th century. The fair attracted
merchants from all over Europe, and it became a key event for trade
and commerce.
In the 15th century, the Renaissance brought a new era of trade
fairs. The Italian city of Florence became a center for trade fairs, with
events like the Fiera della Lana, which focused on wool trade. Other
6


cities, such as Leipzig in Germany, also became known for their
trade fairs during this time.
In the 19th century, the Industrial Revolution led to the growth

of trade fairs as a means of showcasing new products and
technologies. The Great Exhibition of 1851 in London was one of the
most famous trade fairs of this era, and it showcased the latest
advancements in industry and technology.
In the 20th century, trade fairs became even more important as
globalization increased. Major international trade fairs, such as the
Hanover Fair in Germany and the Canton Fair in China, emerged as
key events for businesses to showcase their products and services to
a global audience.
Today, trade fairs continue to be an important part of the global
economy, with events held all over the world in various industries,
including technology, fashion, and agriculture. These events provide
businesses with a platform to network, showcase their products, and
gain new customers.
1.3. What are types of trade fairs?
Trade fairs, also known as trade shows, exhibitions, or expos,
are events where businesses and organizations showcase their
products, services, and ideas to potential customers, partners, and
investors. They are typically held in large venues, such as
convention centers, and are a popular way for businesses to connect
with their target audience and generate new leads. There are
several types of trade fairs, each with a unique focus and purpose:


Industry-specific trade fairs:

These fairs focus on a particular industry or sector, such as
technology, healthcare, or fashion. They are designed to bring
together professionals in a specific industry to showcase their
products, discuss new trends and innovations, and network with

potential partners and customers.


Consumer trade fairs:

7


These fairs are open to the public and are geared towards
showcasing products and services that are of interest to consumers.
Examples of consumer trade fairs include home and garden shows,
auto shows, and travel expos.


Trade fairs for professionals:

These fairs are typically closed to the public and are designed
for professionals in a particular field or industry. They are often used
as a platform for businesses to network with other professionals and
showcase their products and services to a targeted audience.


Regional and national trade fairs:

These fairs are held at the regional or national level and attract
exhibitors and attendees from a particular region or country. They
are often used as a way for businesses to promote their products
and services to a wider audience and generate new leads.


Virtual trade fairs:

With the rise of technology, virtual trade fairs have become
increasingly popular. These fairs are hosted online and allow
businesses to showcase their products and services to a global
audience without the need for physical attendance.
In conclusion, trade fairs come in a variety of types, each with
its unique focus and audience. Whether you are a business owner
looking to generate new leads or a professional looking to stay up-todate with the latest trends and innovations in your industry, trade
fairs can be a valuable resource for networking, learning, and
growth.
PART 2: ADVANTAGES AND DISADVANTAGES OF TRADE
FAIRS
2.1. What are the advantages of trade fairs?


Increase your brand awareness

If you are attending a trade fair then it will allow you to get your
target audience and it will be the perfect opportunity for you to show
your brand or product and it will also a great opportunity for you to
boost your business in the less time without doing any extra efforts.
8


While you are at the trade fair, don't forget to give away gifts with
your branding and message because it also helps you to increase
brand awareness and exposure. Even if the fair is for a day or a few
days, it leaves a long-lasting impact on the mindset of the
customers.



Gain more knowledge

The trade fair helps you to stay up-to-date with every new
update. You can get information about new things from your
relevant people who are in your field and also in attendance. You can
see that what is on trend and what is on loss in the industry during
the trade fair. It allows you to see that how the industry is changing
day by day. It also helps you to gain knowledge of new products and
resources. Organizations consider trade fair a good ground for
testing out new products and services and garnering general opinion
about the offerings.


Learn what works and what doesn't

Trade fair gives you a chance to see that what your opponents
are doing and how the industry is going. You can also see the other
competitors and can check what they are trying to sale and what is
their sales strategy because it can help you to know that what is
working and what is not especially when you compare it with your
business strategy. This means that the trade fair can help you to
reach your business on the top and it also grows your marketing
value.


Trade fairs as a marketing tool

Companies use various marketing methods on their way to

corporate success. In this combination, trade fairs participation has
the largest range of functions - from attracting new customers to
building relationships with the press. Because the large numbers of
visitors make trade fairs one of the most effective means of
communication. With so many potential customers gathered at this,
exhibitors benefit in a number of ways:


This is an opportunity to build relationships with the customers

and increase the loyalty of them.
9




Customer requests are often crystallized from dialogues with

exhibitors. These feedbacks are extremely helpful for improving
products and services.


The high number of potential customers makes trade fairs one

of the efficient means of promoting your business with the aim of
attracting new customers.


Face-to-face contact makes it easier for exhibitors to convince

interested parties of their products and services and get new
customers.


Trade

fairs

are

a

springboard

for

innovative

companies
Competition based on quality has dramatically intensified in
recent years, along with the pressure to innovate, develop and
succeed in the global economy. Trade fairs provide an ideal platform
for demonstrating innovation and solving competition head on:


They create high market transparency due to the many

competitors represented at industry trade fairs.


Participants get a comprehensive view of the range of products

and services on offer as well as price/performance ratios and market
trends, helping to steer them towards future business success.


Cooperative

arrangements

can

be

formed

with

other

companies.
2.2. What are the disadvantages of trade fairs?
Besides the outstanding advantages of trade fairs, there are still
a few disadvantages to consider.
The first and foremost disadvantage of trade fairs is cost. Trade
fairs can be expensive to participate in, especially for smaller
businesses that don’t generate high revenue yet. To participate in
displaying goods at the fair, businesses will have to pay some fees
such as booth space, materials and marketing staff. However, the
risk of businesses not recovering capital is quite high.

10


Moreover, time also is considered to be a disadvantage of trade
fairs. Participating in a trade fair can be time-consuming, with
preparations required well in advance of the event, and staff may
need to be away from their regular work for several days. At the
same time setting up and dismantling the booth, shipping products,
and handling other logistics can take too much time and cause
stress.
Competition is a great factor that negatively affect the
effectiveness of trade fairs. Because a trade fair often attract many
exhibitors, and it can be challenging to stand out from the
competition and attract attendees to your booth. At the fair, many
business units will display and introduce the same products and
services. Therefore, it is inevitable that your product must compete
with other competitors. Highlighting your products at the fair is
extremely important and also a challenge for businesses.
Another disavadtage of trade fairs is inefficiency. Despite the
large number of attendees, it is not guaranteed that you will meet
with the right people who will lead to successful business
relationships. Thereout, trade fairs are usually temporary event, and
your presence may not have a long-lasting impact unless you put in
extra effort to follow up with potential customers. Additionally, with
so much going on, it can be difficult to make meaningful connections
with attendees.
And the last disadvantage of trade fairs is the dependence on
organizers. The success of a trade fair is often dependent on the
organizers, and if the event is not well-organized or promoted, it may
not attract enough attendees to justify your investment.

Overall,

while

trade

fairs

can

offer

significant

benefits,

businesses need to weight these against the potential drawbacks
and decide if it is the right strategy for their needs.
PART

3:

HOW

TO

ORGANIZE

A

TRADE

FAIR

SUCCESSFULLY
3.1. What does the prepareation for the fair include?
11


1. Determination organization objectives:
The objective or purpose of attending the fair is the essential
thing to do before making a decision whether to attend the fair or
not. Determining the goals you want to achieve when attending the
fair will influence the decision to choose images, layout of booths
and products, products to take to the exhibition, graphic methods
used, premiums , ...of the enterprise.
2. Make an operation plan:
After having achieved the goal of organizing the fair, businesses
should plan to operate the fair in the most smooth way. This is a
very important thing to help the participants and exhibitors know the
plan to implement the work effectively. Depending on the level and
industry, businesses will have different plans.
The first thing that businesses need to set up a suitable budget
for the fair is how much, to research whether the location of the fair
can attract the target group of the business, to find understand more
types of fairs that businesses plan to organize.
Second, enterprises need to determine the scale of the
organization of the trade fair they are about to participate in, as well
as assign personnel to take charge of the work from the beginning
and prepare for market information, documents, publications, etc.

Other logistics work before participating in a fair or exhibition.
Third, businesses need to contact the organizer as soon as
possible so that they can make appropriate plans, as well as carry
out necessary procedures such as applying for a license to organize
the fair, renting a venue, etc. hire staff...
3. Read documents and refer to previous fairs:
Fair brochure will be the most complete reference for you to
help you understand all aspects and issues of the fair – the schedule
of events, information of the organizer, how to register attendance,
registration forms to use services at the fair, arrangement of booths,
freight and freight services, advertising and sales promotion
services, etc. You should also note at a some fairs, when registering
early, can save 10-20% compared to the initial registration fee.
12


In addition, businesses should also consult from the fairs that
have been successfully held before, contact the fair organizer to
collect specific data on the number of exhibitors, the number of
customers, the total area of the exhibition. exhibition area, venue, ...
and the most important thing in this stage is to clearly define what
the fair wants to target. Relevant businesses and exhibitors will
come here to introduce and display at the fair.
4. Plan efficient communications:
Communication planning is one of the most important jobs for
businesses. With diverse and different requirements, plan templates
also change. Each fair event will need different plans, but the
process will remain the same when businesses will have to
communicate before, during and after the fair. The theme or
message of the fair needs to be communicated in accordance with

the set goals and strategies of the business when organizing the fair.
Businesses should also clarify what their target customers are, so
that they can offer implementation plans and reach them more
easily.
5. Planning the store design and decoration:
The design and decoration of participating booths is also an
important factor determining the success of a fair . Therefore, it is
necessary to consider factors such as the area of the display booth,
the target customers that have appropriate design and display
options.
The preparation for the fair will make you extremely busy and
rushed . So plan the booth decoration and related work very early ,
maybe 6-8 weeks before the fair. This helps reduce stress for
everyone involved and avoid unnecessary mistakes under the
pressure of time.
6. Company staff training:
Sales staff must be trained to be able to answer all questions
and concerns related to products and services of the business. for
example – why is the business attending this fair, what products are
on display and what do you, the business owner, expect them to do.
13


In addition, the staff must always be enthusiastic and welcoming in
their behavior when guests come to visit.
3.2. What needs to be done to make the fair success
during the fair?
Things to do to make the process of organizing a successful fair:
 Ensure booth attraction: Booths should be designed to attract
customers to visit and shop. Products should be displayed

attractively and information boards should be used to introduce
the booth's products and services.
 Organize entertainment programs: To attract customers and
increase the excitement of the fair, entertainment programs,
performances, competitions or other activities such as games,
cultural shows, and culinary events should be included to
engage visitors.
 Provide convenient services: To help visitors feel comfortable
and convenient during their visit, the fair should provide
essential services such as restrooms, restaurants, and rest
areas.
 Minimize waiting time: Nobody likes to wait for too long. Make
sure your queuing system is optimized to minimize visitors'
waiting time. If possible, provide multiple payment points and
increase staff to reduce waiting time.
 Ensure customer safety: Ensuring customer safety is the top
priority. Safety measures should be in place to prevent
accidents, especially in high-risk areas such as competition
areas, cooking areas, etc.
 Adjust plans when necessary: Monitor the situation of the fair
and adjust plans if necessary. If any problems arise, find
solutions and handle them as soon as possible to ensure the
smooth running of the fair.
By carrying out these tasks, the fair can be successful and provide
an enjoyable experience for customers and participants.
3.3. What are the lessons learned after the fair is over?
 Read the Exhibitor Services Manual
14

Every show is different, and each has its own set of regulations.
By absorbing what's in the exhibitor services manual, we can avoid
big problems popping up on the show floor.
There are exhibitor regulations published by show management,
the convention venue, the fire marshal, and the structural engineer
that dictate what's permissible on the show floor.
Especially, we can request a variance from show management if
necessary such as ask for increasing the height of a perimeter
exhibit, it can be accepted.
 Always Have a Plan B
If anything goes wrong at a trade show, the problem will appear
at the last moment and in the worst way.
Nothing is perfect, the fair can be smooth or full of difficulties, it
can have a lot of problems, either small or big. Maybe at some point,
the weather suddenly turns bad, or there is a power outage, or our
product is faulty, broken, the support equipment unexpectedly
occurs abnormally, or the opponent has moves unexpected, staff is
not coming enough, or some health problems... We can't guarantee
that everything will happen in the correct order and plan in advance,
right?
So, having a plan B for all of those worst-case scenarios is
essential.
 Foster Relationships
Develop relationships with the internal stakeholders on the show
team - both internal staff and

personally selected show-services

vendors, known as exhibitor appointed contractors (EACs). In
addition to the EACs, participants also be working with vendors

contracted by the show venue, as well as general contractors and
subcontractors selected by show management. Be courteous,
helpful, and responsive, as these people can become the greatest
allies.
Besides, it is important to have good relationship with the
industry peers we meet while on the show floor, such as the dock
and material-handling staff, service-desk personnel, floor managers,
show

electricians,

installation-and-dismantle

exhibitors in neighboring booth spaces.
15

crew,

and

even


Demonstrate common courtesy on and off the show floor, and
remember the Golden Rule: Treat others as we'd like to be treated!
 Never Stop Learning
Don't be afraid to try something new at every trade show and
learn from our mistakes. We can continue to hone our exhibit
program by reviewing our pre- and at-show notes, surveying our
booth staffers, and issuing a post-show analysis after each show that

reviews the highlights and lowlights of that particular show, along
with recommendations for future trade shows.
Though we can pick up a fair share of exhibit knowledge at a
show, be open to learning opportunities off the show floor, as well.
We can attend classes, read industry articles and newsletters,
participate in industry associations, join in on discussions via
LinkedIn Groups, or even find a mentor off whom we can bounce our
ideas. Whatever we do, don't stop learning, gratefully accept advice
from those who have more knowledge and experience, and don't be
afraid to ask questions.

16


CONCLUSION
The trade fair is organized for companies in a certain industry to
advertise and promote their products, services and brands.
This is a place to display and introduce goods and services of
units and businesses from many places to participate. This is the
meeting place between buyers and sellers, between partners to sign
contracts to buy and sell products and services, open stores,
agents... The fair is also a good opportunity for business exchange
experience, technology transfer, investment promotion, economic
cooperation among businesses, localities and countries.
Every year, there are many trade fairs held. For example, in the
U.S., there are currently over 10,000 trade shows held every year,
and several online directories have been established to help
organizers, attendees, and marketers identify appropriate events
To be successful at a trade show, traders need to pay attention
to prepare carefully before, during and after the end of the fair.

There are many ways to achieve the goal of participating in the fair,
such as determinating organization objectives, making an operation
plan,

reading documents and refer to previous fairs, providing

convenient services ..... And remember to draw lessons from each
fair, that is the knowledge we need to absorb and prepare for the
next fairs or events.

---HẾT---

17