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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 MEM.
TRƯỜNG ĐẠI HỌC THƯƠNG MẠI KHOA HTTT KINH TẾ & THƯƠNG MẠI ĐIỆN TỬ BÀI THẢO LUẬN HỌC PHẦN: TIẾNG ANH CHUYÊN NGÀNH GVHD: Nguyễn Thị Minh Thương Mã LHP: 2364ENTI1012 Nhóm thực hiện: Hà Nội, 2023 GROUP MEMBERS AND RESPONSIBILITIES Group: 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 CONTENT .2 PART 1: GENERATION INFORMATION 1.1 What is trade fair? 1.2 What is the history of trade fairs? 1.3 What are types of trade fairs? PART 2: ADVANTAGES AND DISADVANTAGES OF TRADE FAIRS 2.1 What are the advantages of trade fairs? 2.2 What are the disadvantages of trade fairs? PART 3: HOW TO ORGANIZE A TRADE FAIR SUCCESSFULLY 3.1 What does the prepareation for the fair include? 3.2 What needs to be done to make the fair success during the fair? 3.3 What are the lessons learned after the fair is over? 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 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 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 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: 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 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 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 Determination organization objectives: The objective or purpose of attending the fair is the essential thing to 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 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 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 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 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 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 you, the business owner, expect them to 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 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