#BRANDEX “Our vision for the future is to be the leader in service delivery and never lose focus on the most important aspect of what we do, which is of course our clients.”
seen a number of businesses resorting to diverting existing marketing spend into covering essential internal overheads, evident with smaller shows disappearing and larger ones declining in numbers. “The more successful shows are currently marketing-oriented rather than for hobbies and leisure. The industry is also dependent on each sector; for instance, if the mining industry is performing well, then the shows will follow suit.” Jack notes that it’s not just economic challenges the industry faces and places a spotlight on how this requires a shift in how we work as a whole. “This industry is fast-paced and we find that often the smaller companies do not survive. We have the potential to provide worldclass events, and this in turn would inspire international companies to participate in some of our exhibitions. But in order for our industry
Credit: Stand building and design Progroup; Audiovisual - Brandex
to achieve its potential, it would require muchneeded collaboration between companies in this environment.”
Moving with the times Consumer and technology trends in particular are paving the way forward for the Brandex business model and approach. “As technology has advanced over the years, exhibition stands have become more interactive and vibrant and even though they are smaller, they utilise all the space provided. This makes the appearance of the stand more appealing and welcoming to the clients,” says Gabi. Conferences, elaborates Jack, have also become far more interactive. “Most even include entertainment and, with all the latest developments in AV, gone are the days of drab stages and boring speakers. These are just some of the sorts of trends we need to ensure we take into consideration before embarking on
a project with a client so that we can ensure we consistently deliver on fresh-looking, original and creative designs.” Understanding the challenges clients face in delivering an impactful and positive experience on tightened budgets is where the Brandex team feels it adds the most value. “We are passionate about what we do and constantly endeavour to find cost-effective and budget-driven solutions for all our clients. We welcome new ideas and we’re always keen to sponsor events that we feel have great potential to our industry. Our vision for the future is to be the leader in service delivery and never lose focus on the most important aspect of what we do, which is of course our clients.”
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MEETINGS l SEPT/OCT 2019 •
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