TRƯỜNG ĐẠI HỌC THƯƠNG MẠI

VIỆN KẾ TOÁN – KIỂM TOÁN

----------------

BÀI THẢO LUẬN

HỌC PHẦN TIẾNG ANH CHUYÊN NGÀNH 2

ĐỀ TÀI
TRADE FAIRS & EXHIBITIONS (HOW TO PREPARE)

Nhóm: 01
Lớp học phần:
Người hướng dẫn: Bùi Thị Thu Trang

Hà Nội, tháng 3 năm 2024

 MỤC LỤC
MỤC LỤC....................................................................................................................................2
GROUP DISCUSSION ENGLISH FOR PURPOSE...............................................................3
MEETING MINUTES (1) – GROUP 1....................................................................................4
MEETING MINUTES (2) – GROUP 1....................................................................................5
MEETING MINUTES (3) – GROUP 1....................................................................................6
INTRODUCE..............................................................................................................................7
CONTENTS.................................................................................................................................8
I - About Trade fairs...............................................................................................................8
1.1. What is a trade fair.......................................................................................................8
1.2. Types of trade fairs.......................................................................................................8
II - Advantages and disadvantages of the trade fair............................................................9
2.1. Advantages.....................................................................................................................9
2.2. Disadvantages..............................................................................................................10
III – How to prepare a fair trade.........................................................................................11
3.1. Before a fair trade.......................................................................................................11
3.2. In a trade fair...............................................................................................................13
3.3. After a trade fair.........................................................................................................15
IV. Global impacts and future trends in trade fairs & exhibitions...................................16
4.1. Economic, Social, and Environmental Impacts........................................................16
4.2. International Trade Fairs and Exhibitions...............................................................16
4.3. Future Trends and Innovations.................................................................................17
4.4. Global Rankings and Evaluation...............................................................................17
CONCLUSION.........................................................................................................................18
 GROUP DISCUSSION ENGLISH FOR PURPOSE

Topic: Trade fairs & exhibitions (how to prepare)

Group: 01 Class:

Teacher: GV. Bùi Thị Thu Trang

Group preparation assessment:

No. Name (for student) Duties Comments Mark

(for teacher
only)

1. Nguyễn Quỳnh Anh Advantages

2. Vi Nguyệt Anh IV. Global impacts and future

trends in trade fairs &
exhibitions + Conclusion
3. Nguyễn Thị Bích Introduce + I. About Trade fairs
4. Dương Hà Chi In & after the trade fair
5. Nguyễn Thị Lan Chi Before the trade fair
6 Nguyễn Quỳnh Chi Disadvantages
 MEETING MINUTES (1) – GROUP 1

Time: 9:30 p.m, January 30 , 2024

Place: Google meet

Members: Nguyễn Quỳnh Anh, Vi Nguyệt Anh, Nguyễn Thị Bích, Dương Hà Chi,
Nguyễn Thị Lan Chi, Nguyễn Quỳnh Chi.
Contents for discussing:
- Contributing ideas related to “ Trade fairs & exhibitions (how to prepare) ”
Conclusion:

- Contributing ideas related to “ Trade fairs & exhibitions (how to prepare) ”

LEADER
Dương Hà Chi
 MEETING MINUTES (2) – GROUP 1
Time: 10 p.m, March 19, 2024
Place: Google meet
Members: Nguyễn Quỳnh Anh, Vi Nguyệt Anh, Nguyễn Thị Bích, Dương Hà
Chi, Nguyễn Thị Lan Chi, Nguyễn Quỳnh Chi.
Contents for discussing:
- The group proceeds to match the presentation with the powerpoint presentation.
Conclusion:
- Each member ensures the presentation time is allowed and speaks loudly and
clearly.
- Members click slides that must match the presentation.

LEADER
Dương Hà Chi
 MEETING MINUTES (3) – GROUP 1

Time: 9 p.m, March 20, 2023

Place: Google meet
Members: Nguyễn Quỳnh Anh, Vi Nguyệt Anh, Nguyễn Thị Bích, Dương Hà
Chi, Nguyễn Thị Lan Chi, Nguyễn Quỳnh Chi.
Contents for discussing:
- The group proceeds to match the presentation with the powerpoint presentation
Duties for members:
- Each member ensures the presentation time is allowed and speaks loudly and
clearly
- Members click slides that must match the presentation.

LEADER
Dương Hà Chi
 INTRODUCE

With the period of economic integration, businesses are increasingly competing

fiery to stand firmly in the business market, constantly following the times to improve
product quality and bring their brands to many places. Among the types of trade, the
most effective way to promote products services brands is to participate in trade fairs
and exhibitions from domestic to international. Trade fairs are always the most effective
way to promote products to brands. When participating in trade fairs, businesses will
bring product and service information directly to customers and also receive quick
feedback. Moreover, this is also a meeting place, cultural exchange, experience in
attracting & taking care of customers, learning many new things from businesses from
many different places.
Group 1 consists of 7 members that are Tran Quynh Anh. Vi Nguyet Anh,
Nguyen Thi Bich, Nguyen Quynh Chi, Duong Ha Chi, Nguyen Thi Lan Chi.
The presentation is in 4 main sections:
Part 1 is the basics of the trade fair. This section is intended to explain to us what
is trade fair. And what types of trade fairs are there?
Part 2 covers the advantages and disadvatages of the trade fairs.
Part 3 talk about how to prepare a trade fairs.
Part 4 dicuss about global impacts and future trends in trade fairs & exhibitions.
 CONTENTS

I - About Trade fairs

1.1. What is a trade fair
A fair is a periodical organization, a place to display and introduce products and
services of a large scale at a suitable place and time. Here, individuals or organizations
(sellers) can easily approach visitors (buyers) to directly trade, consult products and sign
contracts.
Trade fairs (also called trade shows or exhibitions) are events at which many
different companies producing related products showcase their new goods and services.
Trade fairs are organized to promote networking, marketing, and sales opportunities for
companies. They provide a platform for businesses to showcase their latest innovations,
technologies, and developments in the industry. Trade fairs are usually open to both
industry professionals and the public, depending on the event's focus and target audience.
Overall, trade fairs play a vital role in facilitating industry interactions and business
growth.
1.2. Types of trade fairs
Trade fairs can be divided into several different types. These include:
Firstly, industry- specific trade fairs. These fairs focus on a particular industry or
sector, such as technology, healthcare, manufacturing, tourism,etc. They bring together
conpanies professionals, and experts from that specific industry
Secondly, consumer trade fair. These fairs target the general public and consumers
to showcase and sell products directly to customers such as food fairs, home expos, and
car shows.
Thirdly, it is business to business trade fairs. These fairs are meant for businesses
to interact with other businesses, suppliers, and partners. They are focus on networking,
collaborations and B2B sales.
Fourthly, it includes virtual trade fairs. With the advancement of technology,
virtual trade fairs have become more popular. These events take place online, allowing
participants to interact digitally through virtual booths, and networking platforms.
The last is international trade fairs. These fairs bring together companies and
participants from different countries to promote global business partnerships, trade
agreements and international cooperation.
II - Advantages and disadvantages of the trade fair
2.1. Advantages
Beyond the basic general issues about trade shows, we will now elucidate their
content by examining the advantages and drawbacks that these events present. The most
crucial consideration when starting a trade show is what benefits it will offer.
2.1.1. Build a list of potential customers
Trade shows help in compiling a list of possible clients. Because of the wide
selection, high caliber of the items, and helpful customer service, fair booths consistently
draw in customers and consumers. As a result, customers become intrigued by the goods
and purchase them. From there, you can get in touch with clients and compile a list of
those who have significant purchase requirements in order to establish a network of
potential buyers for future product upgrades.
2.1.2. Opportunity to learn about the market
Trade shows also give organizations and businesses the chance to learn more
about the market. Since consumer preferences for goods and services vary depending on
a variety of circumstances, including demand, the state of the economy, and other
considerations, every trade show is held to assess the state of the market, addressing
topics that concern corporations and businesses. They aim to create the market in the
finest and most comprehensive manner possible.
2.1.3. Opportunity for the company to introduce new products
Trade shows provide businesses with a great chance to expand by allowing them
to showcase new items. Since client feedback and the ability to purchase a new product
are the most crucial factors when a product is introduced. It is because of this that a
product's potential for success and long-term development is determined, or it may have
unnoticed flaws that the corporation is unaware of.
2.2.4. Networking opportunities
Networking opportunities at trade fairs are invaluable, allowing businesses to
forge connections with potential partners, suppliers, and industry peers. These events
provide a platform for meaningful interactions, fostering relationships that can lead to
collaborations, new business ventures, and valuable insights into market trends. Through
networking, companies can expand their professional circle, establish credibility, and
open doors to future opportunities for growth and success.
 2.2. Disadvantages
Trade fairs and exhibitions can be valuable for businesses, but they also come with
some disadvantages.
2.2.1. The price of exhibition
Trade shows can often be very expensive. Organisations need to buy stand space
and pay for the stand designs. Likewise, they need to pay for the accommodation, food,
and travel expenses for their representatives who take part at the trade shows. The cost of
time out of the office also needs to be taken into account. These costs can be prohibitive
for small businesses with limited budgets.
Another disadvantage of Fair Trade is that getting Fair Trade certification is
expensive for the individuals and small businesses that the program wants to help. The
initial process of getting certified can be expensive. But the benefit to the business is
enormous. Being a certified Fair Trade producer can increase sales by 15% or more for
most businesses and producers in developing countries.
2.2.2. High competition
The possibility of being overshadowed by competitors is another disadvantage of
trade fairs. Trade shows often attract numerous competitors within the same industry. It is
very likely that an organization's major competitors are also exhibiting at the same event.
Trade fairs attract a large number of exhibitors, often representing similar products
or services. The intense competition within the exhibition space can make it challenging
for your business to stand out and capture the attention of potential customers.
2.2.3. Limited time for interaction
Trade shows often involve hectic schedules and limited time for meaningful
interactions with attendees. The duration of trade fairs is typically limited, and exhibitors
have a finite amount of time to engage with attendees. This time constraint can make it
challenging to have in-depth discussions or provide comprehensive demonstrations of
products or services.
2.2.4. Marketing cost
Businesses often invest in printed marketing collateral such as brochures, business
cards, and banners for trade shows. Providing promotional items and giveaways to attract
visitors to your booth can add to the marketing budget. While these items can be effective
in creating brand awareness, their costs may not always translate directly into measurable
returns.
 2.2.5. Security concerns
Trade fairs can attract a large number of people, including competitors, and the
security of intellectual property and confidential business information may be a concern.
Representatives may sometimes have to deal with hostile attendees whose reactions may
be violent or negative.Protecting sensitive data and products in a crowded and public
space can be challenging.
2.2.6. Follow-up challenges
After the trade fair concludes, there is a need for effective follow-up with leads
and contacts made during the event. This process can be time-consuming, and failure to
follow up promptly may result in lost opportunities.
III – How to prepare a fair trade
3.1. Before a fair trade
For a trade show program to be successful, companies must make sure an
exhibition booth showcases eye-catching products and leaves a distinctive impression
with a well-known brand. In order to assist companies in locating reliable partners,
suppliers, and clients, this will be a crucial bridge to supplying a fair booth that is fully
functional, attractive to customers, and well designed. Consequently, what must
companies do in order for the exhibition to begin?
3.1.1. Determine the goals of your participation and carefully research the trade fair
According to the studied reading part, “ Trade fairs are an effective way for
businesses to make face-to-face contacts with potential suppliers and customers. They
provide a chance to demonstrate and launch products, test new markets, and find out
what customers want. You can also find out about new competition and get new ideas.”
That is the main reason for taking part in the company trade show. Selecting photos,
booth and product layouts, items to bring to the exhibition, and other details will depend
on the outcome you hope to achieve.
Nowadays, there are many fairs for businesses, so first you must choose the right
fair for your business. Prior to attending, you must review the guidelines and the statistics
in order to learn the specifics of the fair: How can you join, and how many people are
there? Where is the location of the event? How much space is there for the display? Who
are the major participants?... In addition, you should book previously to get a convenient
location and easily score points. That location must attract customers and suppliers.
Products are not hidden, and it's simple to get in touch with organizers and share
information so that you receive support as easily as possible. By determining the number
of participants, you can also estimate the amount of material and furniture involved.
Learning about the fair in advance helps you summarize tasks to avoid being missed and
ensure your business's fair planning will go more smoothly.
3.1.2. Preparation for trade fairs
“Planning is the secret to success”, so the more specific and detailed your
planning is, the greater the achievement of the fair. Businesses need to determine how
much capital to spend on the fair. It is necessary to establish each separate cost item to
avoid overstating costs and control costs closely so that the preparation work can go
smoothly without being interrupted due to a lack of costs. To have a expectful fair, a
beautiful and attractive booth plays an extremely important role, so businesses need to
accept and check the project in terms of decoration, sound, lighting, and safety
completely before being put into use. Planning an exhibition is important when you can
meticulous choose promotional materials to suit the nature of your goods. Besides that,
products brought to the fair must go through the company's censorship process and meet
quality standards to ensure reliability and safety for users. You should build an event
network in advance, such as by profiling the customers you want to attract and what
products and services they want to know about. Contact market support partners: post
advertisements to attract attendees to your booth on popular media such as Facebook,
TikTok, Instagram, email, etc. At the same time, your team must also prepare flyers and
business cards with your company information and products, services to distribute to
booth visitors.
Since human resources are the face of a company's brand, they are also crucial for
serving, promoting, and establishing a connection between customers and merchandise.
Moreover, clients are able to assess and make decisions about using your company's
products depending on the customer service attitude of staff members. Therefore, when
selecting employees, they need to be trustworthy, up-to-date, flexible in handling various
situations, and capable of developing contact with clients from the beginning of the
conversation. Enough staff members should be present because there will be a lot of work
to be done throughout the event. And give them complete information and knowledge
before attending the exhibition; for example, why is the business attending this fair, what
are the products on display, and if you are the business owner, what do you expect they
will do? While the exhibition is taking place, you cannot avoid asking questions from
customers, so you ought to prepare thorough, appropriate answers to customers' questions
about your business's products. Although there has been certain success, no business is
without shortcomings and weaknesses. You should also make lists of questions to ask
successful predecessors in the field and learn from your opponents.
You had better also book transportation, equipment transportation services,
accommodation, and meals for all employees of the business in advance. Plan related
tasks early - maybe six–eight weeks before the fair. This reduces stress for everyone
involved and avoids unnecessary mistakes under time pressure. If your business does not
have much time for preparation, you can hire an organization to prepare and arrange all
the work in a timely, professional, and acceptable manner. Above are the tasks that
businesses need to precisely prepare for trade fairs. How that preparation will be clearly
reflected during the fair takes place.Therefore, your company will benefit from the most
advantageous and effective trade show with all of your diligent planning.
3.2. In a trade fair
3.2.1. Product demonstration
Customers are always interested in product quality, they will quickly decide
whether to buy the product or not if they can try it out. Therefore, displaying products at
the fair is essential. You must arrange the display location of each product so that it is
convenient and reasonable. Displaying products is a way to help stores and brands make
the first impression on their customers. For retailers, visual merchandising plays an
extremely important role, considered a strategy to help create sympathy and excitement
for consumers to buy.
Product display is an important part of the overall design, which can influence
customer impressions. Shops need to understand some design theories, then apply them
into practice. When designing the display area, you need to remember design theories
such as balance, contrast, white space, and unity.
3.2.2. Staffs introduce products and search for potential customers
Divide staff into specific roles, the most common roles you will find in a typical
trade show booth include hosts, presenters, technical staff and sales staff.
Every employee plays an important role in making your store a success.
Organizers focus on welcoming potential customers to your booth and making them feel
comfortable, while presenters help attract new prospects from the show floor. Employees
need to have an enthusiastic and attentive service attitude to create sympathy with
customers, need to listen to customer needs and advise customers enthusiastically.
 On the other hand, your salesperson is there to turn the conversation from casual
and light-hearted into a results-focused, lead-generating sales conversation. Each role
complements several other roles to create a more effective whole.
3.2.3. Give away
There are few people who can resist the appeal of free gifts. Anyone wants to
receive gifts, even small, beautiful gifts of small value. Therefore, businesses can give
gifts to customers through organizing give away using simple game rules such as asking
customers to like the page, like the article, comment, share,... with attractive prizes. And
if any player has questions, the staff will explain enthusiastically and thoroughly. This
series of actions will help businesses get more interactions from customers.
Players sharing give away or gifts they receive online will attract the attention of
many people. This is an extremely effective form of word-of-mouth marketing, helping
your business reach many new and potential customers. When they need to use your
products or services, they will immediately remember your brand. Furthermore, when
organizing a give away, you will use your company's own products as gifts. If they see
that the product is good to use, there is a high chance that these players will become your
customers.
3.2.4. Make sure the seating or waiting room space at your booth is large enough.
According to the report, infrastructure is the most important component when it
comes to customer satisfaction. When customers come to your company's booth, make
sure there is enough space for them to have time to review the product or even try it out.
Crowding or chaos will make the company lose points from customers.
Make good use of the display space, arrange a few chairs, a table and even some
modern amenities to help them wait a little more comfortably. If you can provide
chargers, charging places and easy access to wifi, it is also a way to create a great waiting
space in the eyes of customers. You also need to check the weather in advance on the day
of the fair. If it's too hot, make sure your area has enough fans to keep the space cool and
airy.
3.2.5. Run event advertisements in the media.
Product promotion activities are an important and indispensable part of the
marketing strategy. Promotion plans need to be implemented before, during and after
participating in the fair. In today's rapidly developing Internet era, almost everyone has a
social network account. Popular social networking channels such as Facebook, Zalo,
Instagram... have become extremely effective marketing platforms for businesses.
Businesses can directly connect with potential customers. Social media advertising is one
of the few marketing strategies that allows businesses to connect directly with their
customers. Businesses can know who is interested in them through following social
network accounts.
The company broadcasts advertisements to introduce your booth at the fair on
social networking sites, creates forms for customers to fill out information, and should
present give away gifts or mention the benefits of participating to attract attention.
Customers come to visit your booth. Through feedback from the registration form,
businesses should email customers one or two reminders a few weeks before the
exhibition takes place.
3.3. After a trade fair
3.3.1. Summarize what has been realized and has not been done to draw experience.
The goal after the end of the fair is not simply to sell, but also to maintain
relationships and predict what imperfections need to be improved at the next fair. Look
back at the goals you set for yourself before attending the fair. How did you perform
compared to your expectations? If you've met or exceeded your goals, look for
opportunities to optimize your strategy. If you're underperforming, determine the cause.
The company must list successes after the fair to promote strengths. Besides, the
company also needs to point out shortcomings and find ways to overcome them. To be
able to control work and properly orient future goals for the company, you should create
an appropriate checklist. When we have clear goals, we will easily achieve the desired
results. For your campaigns to be successful, you'll need to optimize your strategy and
messaging. For disappointing campaigns, you'll note them down for future reference on
what to adjust or avoid altogether.
3.3.2. Customer data tracking
Following up with customers after the trade fair can help your business deliver
great service. So that the efforts or messages you want to convey to customers are not
forgotten by them immediately after leaving your booth, you need to have plans to
interact with them right after the fair ends, such as giving business card so customers can
proactively contact you. In addition, you can also proactively contact customers via email
or the phone number they provided to inform them of your business's next plans.
 In addition, when continuing to contact customers, you should include simple
words of thanks for their trust in your business's products and services. Respect and
enthusiasm will help retain loyal customers and generate potential customers. In addition,
staying in touch with customers also helps your business know what feedback customers
have. If they have a negative experience, they can appreciate receiving feedback from
your business to improve. better service.
3.3.3. Interaction with the media
Not only before and during the exhibition, promotional work after the fair also
cannot be ignored. The goal that your business wants to achieve when participating in
trade fairs is not just to sell products, the long-term goal of the business is to have many
people know and know the products and services that you provide. Therefore, continued
interaction in the media is essential. Through social networking sites, people who follow
your business will easily know your activities, thereby allowing your business and
customers to easily interact with each other. Nowadays, as society develops, competition
is inevitable. If you do not adapt to trends and innovate, you may lose a lot of customers.
IV. Global impacts and future trends in trade fairs & exhibitions
Trade fairs and exhibitions have significant global impacts and play a crucial role
in various industries. They provide a platform for businesses to showcase their products
and services, connect with potential customers and partners, and stay updated on the
latest trends and innovations. Let's explore some key points about the global impacts and
future trends in trade fairs and exhibitions.
4.1. Economic, Social, and Environmental Impacts
Trade fairs and exhibitions have substantial economic impacts. They contribute to
job creation, stimulate local economies, and generate revenue for businesses and host
cities.
These events also have social impacts by fostering networking opportunities,
knowledge sharing, and collaboration among industry professionals.
In recent years, there has been an increasing focus on the environmental impacts
of trade fairs and exhibitions. Efforts are being made to promote sustainability and reduce
the carbon footprint of these events.
4.2. International Trade Fairs and Exhibitions
 Numerous international trade fairs and exhibitions are held worldwide, catering to
various sectors and offering tremendous business opportunities for exporters and
importers.
Germany, Italy, the United Kingdom, Spain, and the United States are among the
countries that host major international trade fairs and exhibitions.
Participating or attending these events is crucial for businesses to effectively
promote their products or services to international buyers, expand their reach, and
internationalize their brand.
4.3. Future Trends and Innovations
The future of trade fairs and exhibitions is evolving rapidly. These events have
transformed from basic showcases to experiential spaces for consumers.
Trade fairs are expected to continue providing a platform for both B2C and B2B
sectors. While B2C businesses have various outlets for marketing, trade fairs remain
paramount for B2B companies to connect with their target audience.
Future trends include increased focus on creating immersive experiences,
incorporating technology such as virtual reality and augmented reality, and integrating
sustainability practices.
4.4. Global Rankings and Evaluation
Global event ranking tables exist to calibrate the performance of trade fairs, trade
shows, and conferences. These rankings consider factors such as audience reach,
opportunities created, size, rating, format, and international outlook.
German trade fairs, in particular, have a significant advantage in terms of
international participation from exhibitors and visitors. The region of South-East-Central
Asia has been a decisive growth driver in international participation at German trade
fairs.
In conclusion, trade fairs and exhibitions have substantial global impacts on the
economy, society, and the environment. They provide valuable business opportunities,
foster innovation, and facilitate connections between industry professionals. The future of
trade fairs is expected to embrace immersive experiences, technological advancements,
and sustainability practices.
 CONCLUSION

Trade fairs and exhibitions stand as pivotal platforms that foster innovation,
collaboration, and economic growth across industries. Through showcasing products,
services, and ideas, they facilitate networking, market expansion, and knowledge
exchange among businesses, professionals, and consumers worldwide. The dynamic
environments of trade fairs not only promote commercial interactions but also serve as
arenas for exploring emerging trends, technologies, and solutions shaping various sectors.
As integral components of global trade ecosystems, trade fairs, and exhibitions continue
to evolve, adapt, and thrive, playing indispensable roles in driving progress,
competitiveness, and interconnectedness in the contemporary marketplace.