English for specific purpose 2 topic overview of trade fair and some trade fairs will be held in 2023 in vietnam

These include:- General fairs or specialized industry fairs - National, regional, or international fairs- Fairs open either to the trade or general public only - Special event fairs or p

LIST OF MEMBERS AND POSITIONS IN GROUP 6

1 Nguyễn Thủy Tiên Leader 4.2

3 Bùi Thị Trang Member 1.1 + 1.2 4 Đặng Kiều Trang Member Chapter 3 5 Đỗ Kiều Trang Member 4.1 6 Phạm Thị Huyền Trang Member 4.4 7 Hoàng Thu Uyên Member 2.4 8 Nguyễn Thị Uyên Member 4.3 9 Nguyễn Hoàng Việt Member 2.1 10 Trần Thị Xuân Member 2.2

Trade promotion activities are increasingly interested and developed because of the development of production, business, import and export activities It also becomes more diverse in many different forms We must especially mention to the activities of organizing trade fairs - an highly effective tool to serve modern trade promotion activities Hereafter, Group 6 will present the basic knowledge of trade fairs such as: definition, classifications, reasons to attend, procedures for organizing a trade fair Besides, there are some benefits that it brings After all, we will give some examples of trade fairs that will be held in Vietnam in 2023

CHAPTER 1:

GENERAL INFORMATION ABOUT TRADE FAIRS

1.1 The definition of trade fair

Trade fairs are an active trade promotion This activity is conducted in a concentrated manner in a certain period of time and at a certain location to display commercial personnel, introduce goods and services for the purpose of promoting and seeking opportunities to enter into purchase contracts sale of goods and service contracts.

Normally, a fair is a periodical activity held at an appropriate place and time, where sellers and buyers directly conduct trading transactions (on-site sales or transactions to sign contracts) The exhibition has a form similar to a market, but the purpose of exhibitors is mainly to introduce and advertise, not to sell on-site Unlike fairs, exhibitions are rarely held periodically, but in reality, fairs and exhibitions are often organized and distributed, so they are collectively called fairs and exhibitions Commercial law does not distinguish between trade fairs and exhibitions.

1.2 Types of trade fairs

According to the Export Marketing Handbook published in 1988 by Walter H Nagel and Gaston Z Ndyajunwoha, trade fairs can be divided into several types These include:

- General fairs or specialized industry fairs - National, regional, or international fairs

- Fairs open either to the trade or general public only - Special event fairs or permanent exhibitions 1.2.1.General fairs or specialized industry fairs

General fairs: This is the type of fair that allows a lot of items from different fields to participate One of the largest fairs is the Hanover fair in West Germany, held every April where all the domestic industries, most of the large enterprises from Western Europe, and those from North The US and Japan can both participate Many businesses can set up representative offices and distributors in European countries thanks to participating in the fair The Hanover Fair is considered one of the largest industrial fairs in the world There are also several other general fairs such as the Leipzig fair in Germany, the Canton fair in China, and the Milan fair in Italy

Specialized industry fairs: This type of fair brings together customers belonging to a certain segment, group of users, or products in a certain sector, such as transportation, construction, aviation, and construction machinery,

After the fair is over, more goods are sold than in the general trade fair This type of fair can be held every year or every few years Some famous industrial fairs in the world are the annual sweet fair of Koln, West Germany, focusing on confectionery and other confectionery products, and the Acoma fair on chemistry Held every 3 years also in Germany, the annual aviation fair in the UK, France…

1.2.2 National, regional or international fairs

Trade fairs are divided by the scope of the organization:

- National fairs can be mentioned such as the exhibition honoring Vietnamese goods, and the fair on high-quality Vietnamese goods,

- Regional fairs such as the Asia-Pacific food fair

- International fair: Cairo International book fair, Customer electronics show… 1.2.3 Fairs open either to the trade or general public only

In contrast to consumer fairs, only some trade fairs are open to the public, while others can only be attended by company representatives (members of the trade, e.g professionals) and members of the press, therefore trade shows are classified as either "public" or "trade only" A few fairs are hybrids of the two; one example is the Frankfurt Book Fair, which is traded only for its first three days and open to the general public on its final two days They are held continuously in virtually all markets and normally attract companies from around the globe 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.

1.2.4 Special event fairs or permanent exhibitions

A special event fair is held to celebrate a certain event For example, the 2017 Quang Tri trade and tourism promotion fair was held on the occasion of the 45th anniversary of the liberation of Quang Tri province on May 1 (1972-2017) and the 42nd anniversary of the complete liberation of the South, Reunification April 30 (1975 -2017).

Permanent exhibitions are held periodically once a year or every two years for example Vietnam EXPO This is a general trade fair with a long tradition and the largest scale in Vietnam held annually 2023 is the 32nd year, the fair takes place with the message "Accompanying businesses in the digital era" from April 5 to April 8 This event is considered one of the important trade promotion activities of the industry and trade industry, making a great contribution to the chain of cooperation programs, and promoting import-export trade and investment in Vietnam.

There is a wide range of reasons for attending a trade fair These are some of the typical reasons for companies to attend a trade fair.

1.3.1 Increase sales

The first purpose when businesses participate in exhibitions is to increase sales If a business's exhibition shop only receives a few dozen visitors a day, there are several thousand to tens of thousands of visitors to visit and shop The sudden increase in the number of potential customers approaching in a short time naturally leads to the probability of buying, the number of successful orders will be many times higher At the trade fairs, all items from different brands are just a few steps away This convenience makes customers want to buy and try more.

Weekend markets or commodity fairs that have blossomed in recent years in Vietnam are the clearest evidence that Vietnamese businesses are aware of the benefits that this form of marketing brings.

It's rare that all the fashion brands for urban youth come together in one place like Flea Market or The New District Among the many options, every participant will surely find at least one satisfactory product Or few places where visitors can admire many models of cars from dozens of different brands and be presented about each product in detail like at car shows.

1.3.2 Leave a lasting impression

The next purpose of the exhibition is to show all the essence of the brand to the attendees, from the image to the quality of products and services Entrepreneurs can participate in exhibitions as part of the organizers or can be just a regular attendee.

As a simple participant, the fact that employees wear business uniforms and walk around other booths is also a way for potential customers to know their brand If you are one of the organizers, the eye-catching, vividly decorated booths with attractive gifts will surely make brands leave a deep impression in the hearts of customers.

In addition, some ways to expand the awareness of the business can be mentioned such as: hosting a training session during the event or sponsoring a program or organizing an entertainment event to attract customers participants' attention.

1.3.3 Opportunity to connect

The trade fairs are also a convergence of many different ideas, from competitors in the same industry to potential partners in many other fields Each business has different business philosophies and promotion campaigns, and through sharing exchanges, businesses will have the opportunity to consult and select suitable ideas for themselves.

Besides exchanging professional knowledge, businesses can also exchange contact information to expand relationships in the future.

As an example, The US International Fair Global Expo 2019 with the participation of more than 400 booths is definitely an opportunity that businesses should not ignore The event will be held for two consecutive days 20-21 in September at the Anaheim Convention Center This is not only an opportunity to promote home products outside of Vietnam, but also an opportunity for Vietnamese businesses to find more partners and customers in the international market.

1.3.4 Opportunity to approach

Participating in the fair means that every day thousands of people come and go and see your products and brands Customers often don't want to go too far to buy an item in person, so they choose stores and brands that are close to home, convenient or familiar For customers who live far away, often buying online, they are often afraid of new brands because they do not know how different the actual product is from the advertising image Therefore, fair sales are an opportunity to approach and interact with customers in other areas.

Exhibition visitors always include existing customers, potential customers, suppliers and sometimes even future candidates for the business Here, businesses can conduct face-to-face interviews, which are much more effective than interviews by phone or via computer screen.

1.3.5 Training opportunities

Almost all trade fairs feature experts with useful sharing of expertise and experience This is a great opportunity for businesses to gain knowledge from leading industry experts to apply to their brands From the knowledge that businesses learn from experts, it helps businesses have more ideas and new initiatives for their products Moreover, it makes the product more complete and creative and helping businesses grow and go further Therefore, businesses will often choose exhibitions to learn and improve their company's products.

1.3.6 Market and competitor survey

Trade fairs are a great opportunity to get to know who your industry competitors are and what their vision is, so that you can have more effective competitive strategies.

Besides, it is impossible not to mention the effectiveness of customer surveys at trade fairs and exhibitions In addition to the opportunity to promote products to users through their new product gifts, businesses also have the opportunity to directly record

feedback and opinions from exhibitors so that they can improve their products develop and perfect the product, as well as have a separate promotion plan for that product.

CHAPTER 2 BENEFITS OF TRADE FAIR

2.1 Increasing sales

Trade fairs are one of the most effective ways for businesses to increase their sales A trade fair is a gathering of companies from a particular industry that showcases their products and services to potential customers The benefits of participating in trade fairs are numerous, including increased brand exposure and lead generation However, perhaps the most significant benefit is the potential increase in sales that companies can achieve.

Increasing sales is a vital aspect of any business, as it helps drive growth and profitability By participating in trade fairs, companies can benefit from a ready-made audience of potential customers who are often already interested in the products and services on offer This audience comprises industry professionals, buyers, and decision-makers who attend trade fairs to find new suppliers, network, and keep abreast of the latest industry trends.

One of the ways in which trade fairs can increase sales is by providing businesses with an opportunity to demonstrate their products and services in person Unlike online marketing initiatives or print advertisements, trade fairs allow businesses to showcase their products in real-life situations This makes it easier for potential customers to visualize how the product might benefit them or solve their problems, which can be particularly essential for businesses selling complex or high-value products.

Trade fairs can also help businesses generate leads, which can turn into sales At a trade fair, businesses are in direct contact with potential customers and can engage with them by providing demonstrations, handing out marketing materials, and collecting contact information The leads generated at trade fairs can then be followed up on after the event with email or phone outreach, which could result in sales conversion.

Furthermore, trade fairs can help businesses increase sales by creating a sense of urgency among potential customers By showcasing their products and services alongside their competitors, businesses are forced to differentiate themselves and highlight their unique selling points By doing so, they can create a sense of urgency among potential customers, who may be more inclined to make a buying decision, knowing that they will not have the same opportunities to engage with the business's products or services again

for some time Trade fairs are typically held annually, which means that if a potential customer does not make a purchase or demonstrate serious interest in a product or service at the event, the business may have to wait another year before having the opportunity to engage with that customer again This can create urgency among potential customers, which can drive up sales during the event.

In conclusion, trade fairs have many benefits, and one of the most significant is the potential to increase sales By providing businesses with an opportunity to showcase their products and services in person, generate leads, and create a sense of urgency among potential customers, trade fairs can help businesses drive growth and profitability To maximize the benefits of participating in a trade fair, businesses need to ensure they have a well-designed marketing strategy and a clear plan of action for following up on leads generated during the event.

2.2 Brand awareness

Trade fair is an effective extension of publicity, promotion, public relations, etc In a trade fair there are thousands of participants passing, walking and seeing your products and brands So, businesses can achieve strategic marketing goals when providing directly to customers with information about products and businesses, thereby establishing relationships with potential customers, building corporate image in the mind of the visitor, attracting the purchase action of the customer

At the trade fair, businesses can freely come up with ideas for outstanding booths and product display spaces It helps to make a difference compared to competitors in the same industry for corporate image and brand to make a deeper impression in the eyes of consumers.

When participating in a trade fair, businesses often bring the best of the brand to attendees, from images to product and service quality to introduce to customers It helps customers distinguish their products with other products from competitors It also increases brand recognition with customers.

In addition, the fair targets not only at current customers of the business but also potential customers and suppliers Moreover, this is an opportunity for the company to promote its image easily More customers come to them through products, booth layout, Therefore, businesses should invest in the layout of stalls to make them more eye-catching, easy to see the name of the business from the word It wil appeal customers’ curiousity about the brand and products of the business to customers.