At the Exhibition

At the exhibition
Read and learn new words:
exhibition выставка
process equipment технологическое оборудование
to correspond to соответствовать
well-known известный
recently до последнего времени
second-tier player второразрядный игрок
performance 1) технические характеристики 2) выполнение
to outperform превышать (по техническим качествам)
guarantee гарантия
start-up пуск, запуск
оf standard design стандартной конструкции
to put into operation вводить в эксплуатацию
training подготовка, обучение
easy to operate легко работать, управлять
maintenance техническое обслуживание, поддержка
you'd better discuss вам лучше обсудить
concerning что касается
Read and translate the dialogue:
Victor Klimenko is at the exhibition which is being held in London. The stand of one of the American companies has attracted his attention. At the moment he is talking to Mrs. Foster, the Sales Manager of the company.
Good afternoon, Mrs. Foster. I’m a commercial director of one of the Ukrainian companies. Here’s my card.
Good afternoon, Mr. Klimenko. Have you seen our advertising material?
Yes. Your stand-attendant gave it to me.
Does our new process equipment interest you?
Yes. We are looking for new machinery for our factory in Kiev. We need to decide what equipment to buy.
Our new equipment is not a bad choice, Mr. Klimenko. It corresponds to the highest technical level and the highest standards exciting in the world today.
But your company has not been well-known until recently.
You are right. We have been often considered as a second-tier player behind some well-known companies like Continental Equipment and MGM Instruments. Our company was viewed as one that was good only for some things. That’s changed. We now are respected as a company as capable as Continental Equipment in our field.
I was impressed by the performance of your equipment. I’ve seen a lot of similar systems at the exhibition, but your equipment outperforms them.
We’ve worked hard and we achieved some success, Mr. Klimenko.
How long is the guarantee for your equipment, Mrs. Foster?
Twelve months from the start-up of the equipment. This is standard.
How long will it take you to deliver two sets of this equipment to Kiev?
Of standard design?
Two-three weeks from the date of payment.
And to put it into operation?
Two-five days depending on the model.
Is it possible to arrange training for our operators in your training centers?
What kind of training, Mr. Klimenko?
To teach them to operate the equipment properly.
There is no need to send your specialists to our training centers, Mr. Klimenko. The equipment is fully computerized. It’s easy for even inexperienced personnel to operate it.
Fine. We are also very interested in maintenance.
We provide technical support for all our equipment.
And could you tell me if it is possible to adapt your equipment to our conditions?
I think you’d better discuss it with our Consultant, Mr. Berger. At the moment he is over there, near the next stand. He’ll reply to all your questions concerning the design of our equipment.
Thank you, Mrs. Foster.
Read and translate the text.
Trade fairs and exhibitions
Trade fairs and exhibitions are held all over the world. Firms and companies are always eager to participate in them because they attract thousands of visitors, including many potential buyers. You will find no better chance for advertising your goods an making contracts and agreements with future customers. It is also a unique chance for establishing new markets because nothing else can cause your products or services to be known outside your region or country as well In this respect, international fairs and exhibitions are especially important, though domestic ones are also very advantageous.
There are many advantages of fairs and exhibitions - making transactions, getting new orders, making contracts and agreements, advertising your products, contacting potential customers, expanding your market and opening up new ones. These advantages are not limited to the time an exhibition or a fair is being held, but continue on as inquiries are received concerning your goods and offers are made for interested.
There is a difference between an exhibition and a fair. At a fair you do not only exhibit your goods but also may sell it on the spot. At an exhibition you usually only exhibit, without selling directly - though every exhibition has a commercial center where one can make contracts and agreements for future supplies.
It is usually quite expensive to participate in a fair or an exhibition. The participation fee is often quite high. Next, you pay for the exhibition space - the greater the space is the more you pay. Then, you should prepare that space to exhibit your goods or services. That means installing a stand or a booth, which may cost quite a lot. Another expense is the booklets or brochures placed in your booth and on bulletin boards, advertising or giving information about your company and its products. Firms and companies try to make their own presentations during fairs and exhibitions, and often organize receptions. These presentations and receptions provide opportunities of contacting potential customers, advertising the products, and greatly stimulating contract-signing. But they are expensive. Therefore, not every company or firm can afford to take part in the most expensive great international exhibitions or fairs. Smaller organizations tend to limit themselves to local events of this kind that are much cheaper. However, international or country - wide exhibitions and fairs provide much greater opportunities.
Some fairs and exhibitions are traditional and are held annually. These have special centers built for them, designed just for that exhibition or fair. A good example is HELEXPO, the international exhibition in the Saloniky, Greece. It was founded in 1926, and is now held during the first fortnight in September. The fair premises and buildings occupy a great area in the very center of the city.
There are also fairs and exhibitions organized periodically, which are devoted to achievements in a certain branch of economy. These are usually named accordingly, as are "International Tourism - 1998" and "Electronics - 90".
Translate into English:
Торговая ярмарка, выставка, участвовать, привлекать, реклама, товар, контракт, соглашение, клиент, открывать новые рынки сбыта, продукция, услуги, преимущество, заключать сделки, получить заказ, расширять, запрос, поставки, дорогой, плата за участие, кабинка(палатка), доска объявлений, прием, дешевый, ежегодно, помещение, посвящать, достижение, отрасль экономики.
Answer the questions:
Why are firms and companies always eager to participate in trade fairs and exhibitions?
Why is the participation in fairs and exhibitions a unique chance for establishing new markets?
What are the advantages of fairs and exhibitions?
What is the difference between an exhibition and a fair?
Is it cheap or expensive to participate in a fair or an exhibition?
What do you need to pay for?
What opportunities do presentations and receptions provide?
Give an example of annual exhibition or fair
What are periodical fairs and exhibitions devoted to? ways to attract visitors to your exhibition stand
When attending a trade show, how can you make sure your exhibition stand attracts the right visitors? Katy Roberts of JobServe Events offers some simple tips for pulling in the punters
Get the right look and feel. Your stand is your shop window - a direct invitation to say "Come on in!" It's vital to make sure your objective for the show - selling, marketing or corporate image - determines the look and feel of your stand. Choose signage, posters and products to display to boost the image you want to create
Remember, small is beautiful, too. Exhibiting is about having great ambitions, not huge budgets. Deciding on a space that will suit your objective can be challenging; all too often, people get carried away with the idea that size is better than focus. Small stands can work well.
Try it out beforehand. Setting up your exhibition stand in your workplace before the trade show will save time and give you a feel for the space you will occupy. You'll soon see what you can include and what you'll need to leave out.
Tell people what you want. Create a clear, concise brief for stand-builders, signage companies and equipment hire firms. Explain your main aims for the show and ensure that your objective is their objective, too.
Get creative. Experiment with lighting, sound and screens, electronic presentations, posters and signage. Follow the same path as visitors around the stand so you see what they see - both from a distance and up close. Make sure there's not too much text to read (impossible from a distance) and no visual overload.
Stick to your budget. Exhibiting at a trade show is not about spending pots of money by always ordering new materials. Look to see what's already on your premises that could furnish your exhibition stand.
Beware giveaways. A lot of money is spent on promo gifts that don't relate to the message or brand. These often end up on the floor of the exhibition or forgotten in a desk drawer. If you want to give gifts, choose relevant and memorable branded merchandise to market your business.
Chat with the event organiser. Make sure the event organiser understands your business nature and requirements. The placement of your stand at the venue may be critical to your target audience, so discuss your requirements with the organiser beforehand and negotiate the best possible location of your stand at a price you can afford.
Pick the right people. Pick your team members for the event and the audience. Many exhibitors use the "hook" candidate (someone who attracts people to the stand), or the "spotter" (who approaches people and brings them onto the exhibition stand). If you have neither, just make sure your team remains active and friendly. Some exhibitors attract attendees by appealing to their senses - we all like to hear, see, touch, taste and even smell things.
Don't forget to tell people! Once you've created a great stand, don't forget to tell people you're going to be at a particular trade show. Upload banners on your website that contain an invitation to customers to come and visit you at your stand and send prospects and clients regular email updates in the week leading up to the show. Join the event organisers' marketing of the whole event and work closely with them to increase the publicity and, even, link your business name with the event itself.

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