Unit 9 Trade Fair

Unit 9

Trade Fair

General Guidelines for Trade Fair Participation

• Participation in a trade fair takes a huge amount of planning and

organizing. The following guidelines are meant to provide a general overview of the preparation involved.

Setting objectives

It is necessary for participants to formulate objectives clearly so that success

can be measured (e.g. sales, number of contacts, number of potential customers identified, number of customers acquired, level of communication achieved.

Getting information

General information about trade fairs as well as exhibitions can be obtained

via the Internet. First-time exhibitor should select carefully from the wide range of international trade fair and regional exhibitions.

Budget Planning

Budget planning is part of the careful preparation for trade fair participation.

In addition to basic costs such as stand rental and energy supply, costs may include stand construction, furnishing and design, stand service and communication, transport, as well as personnel and travel costs.

•Schedule

•The process of participation in a trade fair breaks down into three phases:

preparation, stand operations and follow-up.

•Preparation should be started well ahead of time and sufficient time must be

scheduled for preparation.

•An action plan should be made and each stage should be broken down to

individual tasks with the names of the people responsible for each task and their individual deadlines indicated. Clearly, the dates set by the organizer for erecting and dismantling stands must be adhered to.

• The total time necessary prior to the trade fair is determined by that area of

activity which requires the longest advanced planning (possibly the creative and conceptual aspects regarding the stand and exhibits). Other activities should include time buffers, i.e.

extra time in case of unavoidable or unexpected delays.

•Selection of Exhibits

•The exhibition program should be defined in line with the aims of the trade

fair. The exhibition program is derived from the answers to the following questions:

•Should the entire product range be shown or should only selected items be

presented?

•What essentials are required to show the products?

•Which products are new, improved, or superior to the competitors?

what must be specially featured?

Which product corresponds to the future needs of the target group?

Have current trends been taken into account (socially, economically,

technically)?

Are the design, colors, and packaging effective?

Should special trade fair models be manufactured?

What has to be explained? Should this be done via text panels, displays or

videos?

How much space is available?

•Registration

•Many trade fairs are booked quite quickly. An early registration is therefore

advisable.

•Since an indication of the space required is necessary for registration, a rough

design for the stand should be prepared ahead.

•Trade Fair Stand

A trade fair is like a company’s business card. It therefore should correspond in terms of size and furnishing with the standards found in the company as well as be suitable for the products that are to be exhibited. The focus should be on a customer-friendly presentation of your exhibits.

The trade fair stand should appeal to the eyes and ears and may also make an emotional appeal to the visitors.

•Stand Personnel

•Competent stand personnel ensure the success of a trade fair participation.

The more motivated and qualified the exhibitor’s stand personnel are, the greater the opportunities for good sales results and new contacts. A targeted selection and intensive training of the stand personnel is just as important as an effective presentation of the products.

•Advertising and Publicity

• Advertising and publicity are an indispensable part of participation

planning. The approach to potential visitors must be planned just as carefully as the design of the stand. Through advertising and publicity, trade fair companies create a broad resonance in the media and thus reach many potential visitors. However, the organizer can only advertise the fair as a whole. Each individual exhibitor should inform, in advance of the event, his/her respective target group of the range he/she is exhibiting.

Part I

Warm-up

•Discuss the following questions in groups.

•1) What are some famous trade fair in China?

•1) China Import and Export Fair ( Canton Fair), China Hi-tech Fair, Beijing

International Automotive Exhibition ,etc.

•2) What are likely to be sold at trade fairs?

•kitchenware and tableware, general ceramics, home decorations, glassware,

foodstuffs, native products, medicine and health products, sporting, travel and recreation products, office supplies, shoes, cases and bags, furniture, etc.

•3) What will you do when you visit trade fairs? •See a variety of goods.

•Compare goods of different brands.

•Collect useful information such as catalogs, price lists, etc. •Visit potential business partners. •Place orders.

Part II

Listening and Speaking

•Task 1 Introduction to Expo 2010 Shanghai China

•1. Listen to an introduction to Expo 2010 Shanghai China and decide whether

the following statements are true of false.

•1) F •2) F •3) T •4) F •5) F •6) T

•Task 2 Mr. Usugi’s visit to the Golf Pro stand

•Listen to a dialog between a sales representative of Golf Pro, a golf

manufacturing company, and a potential customer at an international golf fair. Fill

in the blanks with what you hear.

•1) new •2) reputation •3) world leaders •4) ladies’ clubs •5) 835 •6) latest

Part IV

Viewing and Speaking

•Video 1 Exhibiting at trade fairs •Pre-viewing

•1. Discuss in groups. What aspects should be taken into consideration when

attending trade fairs as an exhibitor?

Choose the right trade fair.

Make sure you know what kind of customers you want to reach and what

you want to achieve.

Make specific and measurable goals.

Select exhibits carefully and

decide what products should

be featured.

Train the stand personnel

Design the stand carefully.

•Viewing

•Watch the video and choose the best answer to each questions. •1) C •2) B

•3) C •4) A •5) C

•Video 2 A trade fair interview •Pre-viewing

•1. Discuss in groups. How could you choose the right trade fair?

•Consider the following before deciding on attending a trade fair:

•I) Is this an international, national or regional trade fair?

•II) Will the product/service of the company fit in this trade fair?

•III) Will the service and resources be properly prepared?

•IV) What type of attendees will be attracted to the trade fair?

•V) What other exhibitors will be there?

•Viewing

•Watch the video and choose the best answer to each question. •1) A •2) C •3) B •4) A •5) B

Part V

Research and Presentation

•On behalf of your company, you are going to exhibit your company’s

products (household items) at China Import and Export Fair. To ensure the success of the exhibition, you are required to make a three-minute

presentation on the plan for the trade fair. Your presentation should include the following.

•1) Specific objectives for the trade fair:

gather relevant information, secure publicity, identify potential customers, gather information, etc.

•Specific arrangements:

•pre-show arrangements:

•1) register.

•2) develop a budget.

•3) train staff.

•4) contact the organizer for any details.

•5) prepare promotional literature and marketing materials.

•6) carry out advertising and publicity.

•At-show arrangements:

•1) Hand out product literature and samples to potential customers.

•2) Hand out/collect business cards.

•3) Demonstrate the product and/or service to customers face-to-face.

•4) Visit potential business partners.

•5) Gather information about competitors.

•post-show arrangements: •1) Analyze leads.

•2) Send follow-up packets. •3) Contact potential customers. •4) Review budget.

•5) Make post-show report.