Video 1
J: Good morning, Mr. Robbins.
R: Good morning. John, how’s it going?
J: Not too bad. I’m reading some articles about trade fairs.
I’d like to ask you some questions.
What benefits can I expect if I exhibit at trade fairs?
R: Well. You can use trade fairs to promote your products or
services.
J: Yes, but can you be more specific?
R: Certainly, you must know that exhibiting at trade fairs offer
you a chance to demonstrate your products or services to customers face-to-face. This way you can get feedback and find out what customers want.
J: I see.
R: Trade fairs are also good opportunities for building new
business since many potential customers and suppliers are concentrated in one place.
J: Ok, thank you. I wonder, what’s the most important thing
to know about if I want to exhibit at a trade fair?
R: As a exhibitor, choosing the right trade fair is essential.
If the trade fair is too specialist or too broad, It’s unlikely to attract visitors who want to buy what you sell,
and participating in trade fairs can be a waste of time. So, you see, when you attend a trade fair, you should make sure you know what kind of customers you want to reach and what you want to achieve.
J: Anything else I should know?
R: One more thing, you should make specific and measurable
goals.
If you choose your fair carefully and give yourself plenty of time to plan your goals, You’ll have a good chance of doing good business.
J: Good, you really are a specialist. Thank you. R: You’re welcome, John.
By the way, there’s an IT trade show being held now. It might be a good idea for you to go and have a look. You’d get an idea of what’s going on.
J: Thank you. I will. That’s a good idea.
Video 2
G: Miss Stewart, why did you want to exhibit in North America? S: We wanted to exhibit in North America primarily because it
has a huge automotive industry.
Our target customers are machine manufacturers and the companies that buy machines.
So we needed to be somewhere we could reach north audiences.
G: I see. But there are many trade fairs held in North America,
how did you choose the right one?
S: We asked the fair organizers to provide us with attendance
statistic, delegate profiles and the names of other companies exhibiting. This information helped us choose the right one.
G: What did you do to prepare before attending the trade fair? S: We set a budget and drew up a list of actions and deadlines
including technology requirements, display materials promotional literature, booth furniture, advertising and so on.
G: How were you able to exploit your business opportunities and
generate new business?
S: We made sure that all staff in the booth had prepared
themselves for the fair.
Each visitor was asked some questions to determine whether they were genuine prospects.
When a good prospects turned up, we know exactly which key aspect to emphasis, and whether we should focus on hand to illustrate the products’ capabilities and that helped to engage people’s interest.
When the visitors left, we ensured that they had received our