Topic preparations for a trade fair purpose and benefits of trade fair

Trade fairs and exhibitions are trade promotion activities conducted centrally over a period of time and at a certain location for traders to display and introduce goods and services for

THUONG MAI UNIVERSITY

-TOPIC: PREPARATIONS FOR A TRADE FAIR PURPOSE AND BENEFITS OF TRADE FAIR.

GROUP 7

LECTURER: NGUYỄN THỊ LAN PHƯƠNG CLASS: 232_ENTI1012_42

HÀ NỘI, 2024

THUONG MAI UNIVERSITY 39 Nguyễn Minh Phượng Part II

40 Nguyễn Hoàng Hương Quỳnh Part I + V + Word 41 Tạ Như Quỳnh Part III

42 Trần Thị Diễm Quỳnh Part IV

TABLE OF CONTENTS

II What’s the purpose of a trade show? 5

III Some problems companies face when attending trade fairs 5

1 Planning and preparation 5

2 Competition and differentiation 6

3 Lead generation and follow-up 6

4 Measurement and evaluation 6

5 Networking and relationship building 6

IV What should companies do to benefit from trade fairs? 7

1 Before the Trade Fair 7

2 During the Trade Fair 8

3 After the Trade Fair 9

CONCLUSION 12

Trade fairs and exhibitions are trade promotion activities conducted centrally over a period of time and at a certain location for traders to display and introduce goods and services for the purpose of promoting and finding customers, look for opportunities to conclude goods purchase and sale contracts and service contracts Trade fairs are places for trade, bringing many practical values to businesses Trade fairs are also known as trade promotion activities It occurs at regular times throughout the year or months Locations are usually places with clear traffic and dense population Businesses participating in exhibitions will help directly introduce product information to a large number of customers, and also receive customer feedback through exchanges

Grasping the importance and benefits that trade fairs bring, a group of 7 decided to choose the topic "Preparations for a fair trade Purpose and benefits of fair trade." to help people better understand trade fair.

II What’s the purpose of a trade show?

Trade shows are industry-specific events that bring together businesses and potential customers under one roof They serve multiple purposes Firstly, Businesses use them to showcase their newest offerings, like products or services, in an interactive setting This allows them to directly connect with potential buyers and generate leads It's a chance to directly connect, answer questions on the spot, and convince attendees why they need what's being offered Secondly, Trade shows aren't just about showing off – they're a chance to check out the competition! By attending, businesses can see what their rivals are up to, from new products to booth design This intel helps them compare their offerings and identify areas for improvement to stay ahead of the game Finally, trade shows provide valuable networking opportunities Businesses can connect with industry peers, forge partnerships, and stay up to date on the latest trends and innovations within their field.

III Some problems companies face when attending trade fairs

Trade shows are a great opportunity to showcase your products or services, network with potential customers and partners, and learn from industry experts However, they also come with their own set of challenges that can affect your success and return on investment So here are some problems companies face when attending trade fairs.

1 Planning and preparation

One of the biggest problems of trade fairs is planning and preparation You need to choose the right event, set clear goals and objectives, design an attractive and functional booth, create engaging marketing materials, train your staff, and manage your budget and logistics All of these tasks require time, resources, and coordination, and any mistake or oversight can have a negative impact on your performance To avoid this, you should start planning your trade show strategy well in advance, research the event and the audience, assign roles and responsibilities to your team, and have a contingency plan for any unexpected issues.

2 Competition and differentiation

The second problems that companies face is competition and differentiation Among hundreds or even thousands of exhibitors, some of whom may offer products or services similar to or better than yours Then you need to stand out from the crowd and attract the attention and interest of your target customers To do this, you should define your unique selling proposition, highlight the benefits and value proposition, use eye-catching images and interactive elements, and make introductions You should also research your competitors and their products and look for ways to differentiate yourself from them.

3 Lead generation and follow-up.

Finding potential customers and tracking them is also a problem To be able to maximize the number of qualified leads that convert into customers after your event, you must have a clear and consistent lead capture system, such as sign-up forms, scan or mobile app, allowing you to collect contact information and related data from visitors You should also have a lead qualification process, such as a survey, questionnaire, or scoring system, that helps you classify leads based on their needs, interests, and readiness to buy Finally, you should have a lead follow-up strategy, such as email campaigns, phone calls, or meetings, to nurture leads and move them down the sales funnel.

4 Measurement and evaluation

When you want to measure the effectiveness and impact of trade show participation and evaluate outcomes and results, you should have a set of key performance indicators, such as number of visitors, number of leads, sales volume, cost per lead, cost per sale and return on investment, in accordance with your goals and objectives You should also have a data collection and analysis method, such as a spreadsheet, dashboard or software tool, that helps you track and report your performance Additionally, you should have feedback mechanisms, such as surveys, testimonials, or reviews, that help you gather input and opinions from your customers, partners, and employees

5 Networking and relationship building

Networking and relationship building will help establish and maintain connections and partnerships with other exhibitors, attendees, speakers and organizers, and you can take

advantage of them for future opportunities To do this, you should have a networking plan, such as a contact list, event schedule, and set of goals to guide your interactions and conversations You should also have networking etiquette, such as a professional appearance, friendly attitude, and respectful behavior, to create positive impressions and relationships Furthermore, you should have a follow-up, such as a thank you note, social media message or introduction, to strengthen your relationship and add value.

IV What should companies do to benefit from trade fairs? 1 Before the Trade Fair

1.1 Set clear goals and objectives.

Determine what the business wants to achieve from participating in the fair Set specific goals such as increasing sales, creating new customer relationships, attracting potential customers, reaching new markets, or increasing brand recognition Booth planning, design, product/service demonstration and communication activities Clearly defining goals will help businesses focus resources and build appropriate strategies.

1.2 Plan your booth.

Make sure your booth is designed and displayed in a professional and attractive manner Order display materials such as backdrops, banners, information boards, brochures, product samples and images Make sure your products and services are presented clearly and attractively Prepare booth diagrams for exhibitors Create attractive spaces to display products Choose a booth area that suits your business's display needs and budget Scientific booth layout easily attracts customers' attention.

1.3 Train your staff

Businesses should look for professional personnel with both qualifications and communication skills Those employees are knowledgeable about products and services and have good communication skills, sales skills, customer consulting, and situation handling They need to clearly understand the value of products/services and be able to interact and advise customers professionally.

1.4 Pre-marketing

To let people know about your booth and products, businesses should create a marketing and communication campaign before, during and after the fair Use social media channels,

email marketing, online advertising, and local media to announce your presence at the trade show and drum up interest from potential customers.

2 During the Trade Fair

2.1 Be engaging and welcoming.

In the fair, to attract the attention of customers, businesses need to create a space to attract customers by using colors, lighting, and appropriate display techniques for outstanding products and brands Customers are very interested in receiving a gift or free sample Offer some free samples of your product or service so customers can try before making a purchase In addition, your business can also apply special promotions such as discounts, free gifts, or discount vouchers for your next purchase.

Besides, businesses should create a dynamic space by organizing challenging games or entertainment activities This will attract customers' attention and create a dynamic environment to interact with your product or service Ultimately, businesses should allow customers to experience your product or service firsthand Give them the opportunity to touch, feel and test the product This will help build trust and increase the likelihood of customers being interested and making a purchase.

These activities will help your business become more attractive in the eyes of customers 2.2 Offer product demonstrations and presentations.

Product Demonstrations:

Focus on benefits: Don't just show features, explain how your product solves problems and makes life easier for your target audience.

Keep it concise: Aim for demos under 10 minutes You can always offer longer, in-depth demos later for interested leads.

Be interactive: Let attendees touch, use, and play with the product.

Highlight unique selling points: Showcase what makes your product different and better than the competition.

Consider using multimedia: Short videos or animations can enhance your demonstrations.

Presentations:

Catchy visuals: Use clear, concise slides with high-quality images and graphics Enthusiastic presenter: Pick someone who is knowledgeable about the product and can deliver the information in an engaging way.

Target your audience: Tailor your presentation to the specific needs and interests of the attendees.

Offer incentives: A raffle or giveaway can encourage people to attend your presentation Practice, practice, practice! Rehearse your presentation beforehand to ensure it's smooth and polished.

By following these tips, you can use product demonstrations and presentations to effectively capture attention, generate leads, and promote your products at your next trade fair.

2.3 Collect leads.

Friendly and engaging booth staff: Train your staff to be welcoming, approachable, and skilled at sparking conversations with attendees.

Interactive booth design: A well-designed booth with displays, product demos, and comfortable areas will draw people in.

Lead capture tools: Utilize digital tools like tablets or scanners to collect leads electronically.

Lead qualification: Don't just collect any contact info Train staff to ask questions that help identify qualified leads with genuine interest.

Raffles and contests: Run a raffle or contest that requires attendees to submit their contact details to participate.

Business card collection: While digital capture is preferred, have a system for collecting business cards as well (offer a bowl or designated area).

3 After the Trade Fair 3.1 Follow up with leads.

Absolutely, following up with leads after a trade fair is essential to turn that initial spark into a flame Here's a comprehensive guide to ensure a successful follow-up:

Act Fast, Strike Fast

Don't be a one-trick pony: While email is a mainstay, consider a combination of phone calls (if appropriate) and personalized messages on LinkedIn This multi-pronged approach increases the likelihood of grabbing their attention.

Name Recognition is Power: Ditch generic templates! Address them by name and reference specific details from your conversation at the fair It shows you were genuinely interested.

Technology to the Rescue: Consider using marketing automation tools to streamline the follow-up process These platforms can save you time and effort.

3.2 Analyze your results.

Analyzing your trade fair results is crucial for understanding what worked, what didn't, and how to improve your presence for future events Here's a breakdown of key areas to analyze

Lead quality: Analyze the leads to assess their potential and interest level Sales conversions: Track how many leads converted into actual sales Booth traffic: Measure the number of attendees who visited your booth.

Effectiveness of marketing materials: Evaluate the performance of brochures, flyers, or promotional videos used at the fair.

Cost-efficiency: Analyze the cost of creating and distributing these materials compared to the leads generated.

Additional Considerations:

Competitor analysis: If possible, gather information about your competitors' presence at the fair and their engagement levels.

Event feedback: Review any post-event surveys or feedback forms offered by the trade fair organizers.

3.3 Share your experience.

Sharing your trade fair experience can be a great way to generate buzz, connect with potential customers, and showcase your expertise Here are some ways to do it:

Social Media:

Post photos and videos: Share highlights from the fair, including your booth, product demos, and interactions with attendees.

Live streams: Did you host a presentation or demo? Consider sharing a recording on social media.

Product or service spotlights: Highlight products or services showcased at the fair and the positive feedback you received.

Email Marketing:

Send a follow-up email: Thank attendees for visiting your booth and share additional information about your offerings.

Include a case study or white paper: Offer valuable content related to the topics discussed at the fair.

Networking Events:

Follow up with contacts: Connect with potential clients or partners you met at the fair on LinkedIn or through email.

Industry presentations: Consider offering to present your trade fair takeaways at industry meetups or conferences.

By sharing your trade fair experience in a strategic way, you can extend the reach of your participation, connect with new audiences, and establish yourself as a thought leader in your industry.