Chapter 5: Trade fairs

Start up
Trade fairs (also called trade shows or exhibitions) are events at which many different
companies producing related products showcase their new goods or services. They are popular
events for both participating companies and attendees. There are over 2,500 trade fairs held
annually in the USA alone. This isn’t as large as Germany, which has a long history of hosting
trade fairs dating back some 800 years. Today it hosts about two thirds of the world’s leading
international trade fairs including the CeBIT computers fair in Hanover, which almost half a
million people visited in 2005. In Europe as a whole, the 1,000 trade fairs held every year attract
about 40 million visitors.

Taking part in a trade fair can be an expensive investment, with participating companies having
to pay to rent exhibition space, and for the design and construction of their stand, travel,
accommodation, promotional literature and “freebies” – free items given away to attendees.
However, attending a trade fair offers clear benefits to both participating companies and visitors.
They are a way to make face-to-face contact, to identify suppliers, to see what the competition is
doing, and to make deals, sales, and purchases. And just as companies have to prepare to make
the most of the trade fair, so the visitors should be prepared, too, and have clear objectives for
what they want to achieve.

Even when the trade fair is over, some of the most important work still remains to be done – the
making of phone calls and the writing of emails and letters to follow-up leads, contacts, and
enquiries.

Another important event in business is the careers fair (or jobs fair). These events are used by
businesses to promote their companies and employment possibilities. They also offer students
the opportunity to talk directly with employers, get more information about careers they are
interested in, and present themselves as prospective employees. Therefore it is vital for students
to go prepared with up-to-date resumes and the questions they want to have answered.
Questions:
1. Who do participate in trade fairs? What are their purposes?

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 2. Which continent has held most of international trade fairs?
3. Why do many companies want to participate in trade fairs although this can be an
expensive investment?
4. What are companies’ reasons in holding careers fairs?
5. Find words or phrases in the text which mean:
- Something that a company gives free to people, for example to advertise itself
- Leaflets or printing papers that are used for advertising a product
- To make subsequent action to increase the effectiveness of an initial action
- Extending to the present time
Discussion
Work in pairs. Discuss the questions.
• Have you got any freebies at home or with you today?
• Which five freebies would you like to receive?
• Which one wouldn’t you want to receive?
• What are the advantages and disadvantages of freebies?
a. Biro f. Mug
b. Metal pen g. Umbrella
c. Pocket radio h. Conference folder
d. Conference bag i. Diary
e. Mouse mat j. Business card case
Vocabulary
1. What happens in each part of the airport? Match 1-7 with the explanations (a-g)
1. Security control a. You go here to board your plane
2. Passport control b. You collect your luggage after a flight
3. Duty free shop c. You wait for information about your flight
4. Baggage reclaim d. You and your things go through a metal
detector
5. Gate e. You show your booking confirmation or
ticket and leave your luggage
6. Departure lounge f. You show your passport and visa
7. Check-in g. You can buy cheaper goods

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2. Wordcheck
Complete the puzzle and find the key word in 11 down.
11
1
2
3
4
5
6
7
8
9
10
Across
1. We’ll need a hotel that has 24-hour room . (7)
2. We’ll need a meeting that can hold eighty people. (4)
3. We’ll want a hotel with a good for dinner. (10)
4. We’ll want and tea at 9:00, 11:00, and 4:00. (6)
5. We’ll need a for the PowerPoint presentations. (9)
6. And the speakers will need a so we can all hear them. (10)
7. Make sure that the rooms all have an connection as well. (8)
8. Let’s organize some for the evening-may be a theater trip. (13)
9. We’ll want a good , too – don’t go over budget. (5)
10. We’ll need plenty of parking for people who come by car. (6)
Down
11. We’ll need all these things for this year’s annual . (10)
Reading
1. Read the article and answer the questions.
• Why are trade fairs useful for businesses?
• Why do you think planning is important?
• What tasks do staff do when they are on a stand?

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 • What actions are important after a trade fair?
2. Read the article again and list three reasons for attending a trade fair.

Trade fairs and exhibitions

Trade fairs are an effective way for businesses to make face-to-face contacts with potential
suppliers and customers. They provide a chance to demonstrate and launch products, test new
markets, and find out what customers want. You can also find out about new competition, and
get new ideas.

There are trade fairs for every business sector so make sure you attend the right one. You should
make a profile of the customers you want to attract and the products and services they want to
know about, so match. You should look at a trade fair’s statistics. How many people attend?
How big is the exhibition space? Who are the major exhibitors?

Planning is the secret of success. You should book well in advance to get a good position for
your stand. Then materials and stand furniture, and book accommodation and transport. There is
a lot to do at a trade fair so make sure enough staff attend.

Your staff should be well prepared and ask appropriate questions so they can identify potential
clients. It’s useful to show samples to visitors or give short presentations to illustrate the
product. They shouldn’t forget to take a record of each visitor, and give out leaflets and business
cards.

After the fair, it is important to have a meeting and discuss what worked well and what could be
improved on. You shouldn’t neglect the contacts you made, so follow up each one with a phone
call, an email, or a letter. Finally, if you don’t have time or the staff to plan and man a trade fair,
you can use professional event organizers. They can arrange everything for you and know how
to help a business make a good impression.
3. According to the article, what should / shouldn’t you or staff do at trade fairs? Write
sentences in your notebook.
Describing trends
Read the reports on the sales results of different divisions of Sony, and match each one to the
correct graph.
1. Electronics sales went down slightly between 2001 and 2003, and then remained more or
less steady because of falling prices for televisions and other electronic items.

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2. Games sales rose sharply in 2002, but then fell in 2003 and 2004. The decline of the
games segment slowed, however, in 2005 as a result of the introduction of Sony’s hand-
help game player, PlayStation Portable.
3. Pictures group sales increased between 2001 and 2002, and there was a further sharp rise
in 2003 due to the strength of releases such as Spider Man and Men in Black II.
However, sales fell slightly in 2004 and again in 2005.
4. Sales in the music segment dropped very slightly from 2001 to 2003. But a change in the
way the company recorded sales for its music business resulted in a dramatic decline in
revenue from Sony Music Entertainment in 2004 and 2005.
5. The Financial Services Group was established in 1999 in order to provide credit for
purchasers of Sony’s products. Sales increased steadily until 2004, but in 2005 a rise in
credit card use led to a fall in demand for Sony’s financial services.
6. Others: sales showed a dramatic rise between 2001 and 2002 and continued to increase
in 2003. A sharp drop in 2004 was followed by a slight drop in 2005, due partly to falls
in sales between groups within the company.

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Speaking
1. Business know – how
Careers fairs
A career fair is an opportunity for graduates to meet potential employers. They often take place
at universities. You can explore career options, develop a network of contacts, or even get an
interview.
Attending a career fair
- Introduce yourself. Don’t be shy.
- Dress appropriately. First impressions are important.
- Research the companies in advance on the Internet.
- Be prepared to ask questions.
- Take notes – of names, telephone numbers, etc.
- Leave an up-to-date CV with potential employers.
- After the fair, write to the companies that interest you.
Read the tips and decide which three you think are the most important. Why?
2. Careers fair
Student A: you are a student. You are a visitor to a careers fair. You are interested in
working in import / export.
a. Before you start:
i. Think about you.
1. What are you studying?
2. Why are you interested in import / export?
3. What are your strengths and weaknesses? (I’m good at …, I like
…, I’m not keen on …)
4. Do you have any experience? (I’ve worked …/ done…)
ii. Think about what questions to ask about the company. Find out:
1. What products the company imports / exports
2. Which countries it works with
3. If it has a training program for new employees
4. If it offers work experience internships
iii. Make some simple business cards on pieces of paper with your name and
contact details.
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 b. Now go to the careers fair. Don’t forget to:
i. Introduce yourself
ii. Take notes
iii. Ask for a business card
iv. Give your business card
c. After the fair. Which companies are you interested in? Why?
Student B: you are working on a company stand at a careers fair. You work for an import /
export company.
a. Before you start:
• Write the name of your company on a sheet of paper and display it clearly on
your desk.
• Think about your company.
i. What products do you import / export?
ii. Which countries do you work with?
iii. Do you have training programs for new employees?
iv. Do you offer work experience internships?
• Make some simple business cards on some pieces of paper. Write the name
of your company, your name, and contact details.
• Think about what to ask the visitor. Find out:
i. What they are studying (What …?)
ii. Why they are interested in your company (Why …?)
iii. The visitor’s strengths and weaknesses (What …?)
iv. If the visitor has any relevant experience (Do you have …?)
b. Now work at your company stand at the careers fair. Don’t forget to ask for a
business card.
c. After the fair. Which visitors to your stand are you interested in? Why?
Writing
Following up
1. Imagine you meet someone at a careers fair and you want to write a follow-up letter. What
information would you include?

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2. Read and complete the letter with these phrases.
□ Have also
□ For taking the time
□ To learn more about
□ Thank you again
□ Enclose a copy
□ Mentioned to you
44 Proctor Street
Birmingham
B2 4AY
Tanzi Import Export
Via Santo Spirito 23
50125 Firenze
Italy

9 November, 2011

Dear Mr. Fanelli,

Thank you (1) to talk to me today at the Birmingham Careers Fair. Now I have a
better idea about your company I believe that I would be an asset to your team.
As I (2), I am studying business management and have work experienced in a small
import export company in my home town. I speak Italian and I have good computer skills. I
(3) done a project on business links between Italy and the UK, which is my area
of special interest.
I would like (4) your trainee program and visit your company. I (5) of my CV
and a reference from my course tutor.
(6) for your time. I look forward to hearing from you soon.
Yours sincerely,
Nina Bhatia
Nina Bhatia

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Dilemma
Success at what price?
Brief
Better Prices, a large UK supermarket chain, is in financial difficulties. The departing CEO,
Mark Crawley, had promised that dramatic transformations would lead to higher returns and
rising share price. However, he began by signing a disastrous merger deal and since then the
share value has halved! In spite of this, he awarded himself several bonuses on top of his
£790,000 a year salary and leaves with a golden parachute worth over £2m. the outraged
shareholders have decided to work closely with the board in choosing his successor from the
following short list of candidates.

Marjorie Sweetman, successful CEO of a chain of department stores that was losing money
when she took over five years ago. She believes in people and steady progress. She would cut
growth targets by half. She hasn’t asked for a golden parachute and would agree to bonuses
linked to performance. She does, however, expect generous share options and a salary of
£650,000. Her strategy will mean a short-term fall in dividends.

John Creed, currently MD of a company famous for training Europe’s top managers. If
recruited, the share price would shoot up in the short-term. He is the most expensive candidate
at £750,000 p.a. He wants a contract for a minimum of ten years and a guaranteed $2.4 pension
deal not linked to performance. He believes he can succeed in 100 days and plans dramatic
changes in policy and staff.

David Preston, current Chief Operating Officer. His pay is £650,000 plus bonuses and share
options. He would expect a bid salary increase but proposes, however, not to replace himself as
COO and do both jobs. He argues newcomers lack the knowledge of the company and its staff.
He wants a generous pension when he leaves and plans to increase shareholder dividends at
once.
Task
Work in groups. You are the shareholders. Look at the candidates and discuss the advantages
and disadvantages of each in terms of pay and potential performance. Make a final
recommendation and present the arguments for your chosen candidate.

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