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SOUTH AFRICA – AN EXCEPTIONAL CONVENTION DESTINATION

Inspired locations & unmatched experiences

Fairmont Zimbali Lodge & Resort

The KZN transformation • Event safety – comply or die • GIBTM report back

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ISSUE 37 May/June 2011

M O Z A M B I Q U E

C ontents Cover Story Inspired locations and unmatched experiences 4

Fairmont Zimbali Lodge & Resort

Industry Insight GIBTM 2011 report back

Stephanie Moss checks in from the Middle East’s leading MICE and business travel event

AIPC column

Abu Dhabi National Exhibition Centre

Edgar Hirt shares compelling logic why centre-organiser collaboration is crucial to the sustainability equation

Party planning doesn’t live here anymore Amanda Rogaly CMP puts the business of events and promo management up there where it belongs

The spotlight on EXSA Taking stock with association chair, Natalie Naude

Talking Points Observing exhibitors’ opinions, MSA casts its focus back to this year’s Meetings Africa

Thebe column Carol Weaving upholds the mantra to reinvent, reinvent, reinvent

Newcomer at Aquila Private Game Reserve

Product News Hot topics in business tourism news revealed Showcasing the latest developments in MICE products and service offering

Meeting Places Accelerated sustainability measures 20

ICC Durban venue showcase profile

First-class ticket to authentic discoveries

Taj Cape Town venue showcase profile

Flexible, professional and service oriented

The Taj Cape Town

CSIR International Convention Centre venue showcase profile

Entering an unparalleled dimension Coastlands Hotels & Resorts venue showcase profile

MEETINGS SA | MAY/JUNE 2011

M O Z A M B I Q U E

C ontents Regional focus Zoning in on KwaZulu-Natal and Durban’s eternal sunshine

A focus on coastal and cruising venues Host your next meeting down by the waterside

Food for thought A focus on restaurants diversifying to accommodate conferences and events

Event Management Buttress Conference and Exhibition Centre

Event Showcase 3S Media celebrates half a century in business at the Birchwood Hotel

Expovent Evolutions South Africa Products and services showcase profile

Curtain raiser or crowd killer? A focus on event entertainment and the best ways to source the best

Conform or fold in 2011

The KZN experience

Working together with the experts to encourage compliance with event safety regulations

Corporate Gifts & Promotional Items

Reward & Develop USB Speakers Corner Michael Jackson sets out the essential steps for a faultless social media strategy

Regulars

38 2

Coastal and waterfront conference venues

MEETINGS SA | MAY/JUNE 2011

Editor’s comment Subscribe & WIN Join the SA Conference community online Who’s who? People on the move Coming up Looking back Events diary Index to advertisers

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Keeping things hot in Durban Publisher Elizabeth Shorten Editor Abby Wintgens abby@3smedia.co.za +27 (0)11 233-2601

Creative chief executive Frédérick Danton Chief sub-editor Sally Shaw Sub-editor Danielle Hugo Contributor Claire Renken Marketing Natalie Nelson Production manager Antois-Leigh Visagie Financial manager Andrew Lobban Administration Tonya Hebenton Distribution manager Nomsa Masina Subscription sales Cindy Cloete cindy@3smedia.co.za

Distribution coordinator Asha Pursotham Advertising sales Caroline Martin +27 (0)11 454 6051/2 +27 (0)72 235 5725 caroline@pinpoint.co.za Meetings SA May/June 2011 © Copyright. All rights reserved 2009

No. 4, 5th Avenue, Rivonia, Johannesburg PO Box 92026, Norwood 2117, South Africa Tel: +27 (0)11 233 2600 Fax: +27 (0)11 234 7274/75 www.3Smedia.co.za Annual subscription: R225.00 (incl. VAT) ISSN 1684-9264 NOTICE OF RIGHTS Meetings SA is published bi-monthly by 3S Media. This publication, its form and contents vests in 3S Media, January 2008. All rights reserved. No part of this book, including cover and interior designs, may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system, without permission in writing from the publisher, nor be otherwise circulated in any form of binding or cover other than that in which it is published and without a similar condition being imposed on the subsequent purchaser. While every precaution has been taken in the preparation and compilation of this publication, the publisher assumes no responsibility for errors, omissions, completeness or accuracy of its contents, or for damages resulting from the use of the information contained herein. While every effort has been taken to ensure that no copyright or copyright issues is/are infringed, 3S Media, its directors, publisher, officers and employees cannot be held responsible and consequently disclaim any liability for any loss, liability damage, direct or consequential of whatsoever nature and howsoever arising.

s the city of Durban anxiously 10, and how planning and management awaits Indaba delegates on 7 have emerged as vital to the marketing mix. May, my team and I too are Of course, we’re zoning in on KwaZulueagerly looking forward to meeting Natal and Durban in a big way on page with old friends and new. 38 and onwards, focusing on all the new The hosting of the Indaba in Durban, venues and incentive developments once again, is one of the upshots of available within the province and city, as the Durban KwaZuluwell as all that’s new at Natal Convention some of the industry’s Oops, we’re sorry Bureau continually all time old favourites. fulfilling its role as And since today, in promoter of the the modern economy, business tourism it is no longer enough potential of this simply to have a destination. In website and e-mail, addition, the Michael Jackson – SA’s newly developed best-known businessBeachfront to-business speaker In the article Switched on... and getting Promenade has put – uncovers how to the most out of event technology (March/ the zing back into use social media to April Meetings SA) we captioned the Durban’s famous your best business above image incorrectly. Apologies to the Golden Mile. Here advantage in our USB supplier concerned, as the caption should delegates will be Speakers Corner. Turn have read ‘Large screens and exciting enticed to venture to page 70 for the full lighting by Sound Stylists add the wow on to the wide article. effect to the TWP Striking Silver event’. walkway that takes So, from doing Indaba you easily from in the brightest and the Moses Mabhida best way possible, to Stadium area right down to Ushaka sitting back a while to take in the wealth of Marine Park. You can walk, jog or cycle information and opportunities Meetings SA safely from one end to the other, presents, I wish you energetic months of stopping for a drink and snack on the business tourism happenings in May way at any one of the newly opened and June. restaurants, or simply take in the now beautiful panoramic view since the removal of the old and tired buildings that once spoilt the view. Will we see you at Indaba? Put us on your itinerary, or simply pop on over to Abby Wintgens stand number ICCI001 in ICC Hall 3, for Editor, Meetings SA a quick catch up with Meetings SA and the SA Conference products. In our May/June issue, also available at the Indaba, Meetings SA features on page 6 Stephanie Moss’ first-hand experience of GIBTM 2011 which was held recently at the Abu Dhabi National Exhibition Centre. Just in time for Markex World of Events, marketing and promotions guru, Amanda Rogaly, from Kadoro Events and Communications, shares fantastic insight into event and promotion conceptualisation on page

On the cover: Fairmont Zimbali Lodge & Resort Bottom left: The Durban beachfront Middle: Event safety and security Right: The Yas Hotel – Abu Dhabi

MEETINGS SA | MAY/JUNE 2011

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Inspired locations Fairmont Zimbali Lodge & Resort Travel is a powerful incentive: it’s all about the experience. From the destination chosen to the accommodation, dining, entertainment and cultural activities undertaken, it is vital that the experience is memorable all round.

he stature and poise of Fairmont’s grand hotels and resorts, in addition to the thoughtful, personalised service they afford, make the Fairmont Zimbali Lodge & Resort perfect options for rewarding outstanding individuals. Located on the east coast of KwaZuluNatal, these two premier seaside destinations – the urban masterpiece of Fairmont Zimbali Resort and the breathtaking Fairmont Zimbali Lodge – sit between the stunning Indian Ocean coastline and an exquisite bush and forest eco-estate, providing unmatched experiences. Fairmont Zimbali Resort is defined by its

metropolitan flair, enhanced by rich Zulu roots. With 154 rooms, a selection of nine food and beverage offerings, conference facilities for up to 300 delegates, a business services centre, the fully supervised Y-Univers Kids Club, a health club and the breathtaking international Willow Stream Spa, guests will be left with memories beyond their deepest imaginations. Fairmont Zimbali Lodge is set within an abundant forest canopy and is authentically African in its natural ambience. With 76 rooms, the choice of four food and beverage experiences, conference facilities for up to 90 delegates, a business services

centre, pampering treatments at the spa, the valley of the pools and the Beach Club, guests will be treated to the most indulgent charm.

Unmatched dining experiences At Fairmont Zimbali Lodge guests can enjoy premium dining at the following three select outlets: • Thandi, an exclusive restaurant and gourmet destination with a comprehensive wine list to match, has been designed to offer guests a unique dining experience. • The Palm Terrace Pool Deck, set on the

The main pool at Fairmont Zimbali Resort

MEETINGS SA | MAY/JUNE 2011

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Zimbali Country Club Golf Course

most breathtaking viewpoint within the lodge, is a unique venue for contemporary alfresco dining and chilling out on balmy afternoons in the sun. • Trophy Bar, designed to take advantage of the spectacular views on offer, invites guests to enjoy cocktails, South African wines and a selection of fine Cuban cigars. At Fairmont Zimbali Resort a further selection of world-class outlets is on offer: • 31 degrees, an upscale lobby-type cocktail lounge, serves perfect cocktails that are inspired by both the bar and the kitchen,

Entertainment options at Fairmont Zimbali Lodge & Resort (POA) Cabaret dancers Comedian DJ Fire dancers Guitarist Jazz band

Pantsula dancers Pianist

Saxophonist String quartet

and grills. Makhaza is the quintessential beach bar, where guests can enjoy creative cocktails. • OSA, with its upscale, themed menus, is an innovative South African steakhouse serving prime local grain-fed cuts, wet-aged to perfection and paired with stunning wines from its Diner’s Club International Diamond Wine awardwinning collection. • Vinum, a contemporary South African wine and cocktail bar, boasts eclectic flavours and an eccentric vibe. Here guests can enjoy pre-dinner drinks before dining in OSA, or savour a wide selection of wines by the glass during wine pairing evenings. • Bite, a poolside dining and cocktail venue, serves Ballito’s best burgers and casual snacks.

Zulu choir

Magician

Violinist

Marimba band

Zulu dancers

making use of local, fresh ingredients. • Dalchini, an upscale tea lounge, specialises in Indian and African afternoon tea experiences that are infused with local inspirations. • Coral Tree, offering all-day dining in an elegant yet comfortable atmosphere, serves the best breakfast buffet on the North Coast. The restaurant also specialises in themed dinner buffets and international à la carte menus. • The Ayoba and Makhaza beach bars at the Beach Club serve light lunches and casual open-air dinners. Ayoba is known for its homemade, thin-crust pizza, done to perfection in a wood-burning pizza oven, as well as for its Mediterranean tapas

Themed dinners

On-site excitement and external delights With the wide variety of on-property recreational facilities and the wealth of activities on offer in the immediate vicinity, both properties are perfect destinations for incentive groups. Experience a magnificent round on the Tom Weiskopf-designed, championship 18-hole golf course, spend the day on sun-drenched beaches, indulge in relaxation and rejuvenation for the mind and body or spend time navigating a serene forest trail, all within the sub-tropical wonderland that is Fairmont Zimbali Resort and Fairmont Zimbali Lodge. Here guests are never without something to do, with nearby recreational highlights such as game reserves and safari lodges with Big Five game viewing, the majestic Drakensberg Mountains, historical battlefields, uShaka Marine World – a water theme park and aquarium, local Zulu cultural experiences,

Vinum, a contemporary South African wine and cocktail bar

endless expanses of pristine swimming beaches and land- as well as water-based dolphin watching, to name but a few. Choose luxurious surroundings set in extraordinary locations for your next corporate incentive programme or executive group getaway. Whisk leading employees, clients or guests away to Fairmont Zimbali Lodge & Resort for experiences they will long cherish.

Tel: +27 (0)32 538 5000 Fax: +27 (0)32 538 5001 Zimbali.sales@fairmont.com www.fairmont.com/zimbaliresort or www. fairmont.com/zimbalilodge

Coral Tree, which serves the best breakfast buffet on the North Coast

With a wide variety of venues for private dining and banqueting, groups will be spoilt for choice at Fairmont Zimbali Lodge & Resort. Some of the more standard themes on offer include the nautical-themed dinner, the pearly shell-themed dinner, the African experience-themed dinner and the majestic ball-themed dinner. In addition, custom themes are easily accommodated and can be quoted on. In each issue, Meetings SA offers advertisers the opportunity to promote their company’s products and services to an appropriate audience by booking the prime position of the front cover, which includes a two-page feature article. The magazine offers advertisers an ideal platform to ensure maximum exposure for their brand. Please call Caroline Martin on +27 (0)11 454 6051/2 to secure your booking.

MEETINGS SA | MAY/JUNE 2011

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GIBTM 2011 report back

GIBTM, which was held at the Abu Dhabi National Exhibition Centre, is fast establishing itself as the ‘event of the year’ for the rapidly developing Middle Eastern meetings and incentives industry. by Stephanie Moss

MEETINGS SA | MAY/JUNE 2011

s with most international exhibitions, the Gulf Incentive, Business Travel and Meetings (GIBTM) showcases international meetings and incentive suppliers from destination marketing organisations, tour operators, national convention bureaus, hotels and hotel groups, as well as destination management companies representing the Gulf region, South and Southeast Asia, Europe, North Africa and beyond.

The expo covered a good wide and spread of the sectors represented within the business tourism industry, including: • airlines • destination management companies • venues and hotels • wellness resorts and health spas • media and industry publications • PCOs • trade associations. The event took place at the über-super Abu Dhabi National Exhibition Centre (ADNEC), which is undeniably the most modern exhibition centre in the world, with its 12 state-of-the-art fully connected exhibition halls, an atrium and the concourse making up 73 000 m2 of event space. An interesting and unique novelty at ADNEC is its ‘trial project’. This a robot that assists visitors at the centre, providing them with information. It also guides visitors to stands and key locations within the venue via a motorised head with vision, face-tracking and recognition functions. As one would imagine with any Reed Exhibitions organised event, the arrangements were slick and chic. Though vastly smaller than its European and American counterparts, I believe this show has legs and will in future encompass further interest from the Europe and Asia regions, and may in fact become hailed in the league of AIME, EIBTM and AIBTM, among others. One fantastic thing I noted regarding the event, in comparison to its European counterpart, is that everything is new in this part of the world. It is all luxurious, from the Etihad airline and the quick and efficient passport control and biometrix procedure on site at the airport, to the limousine transfer to the five-star hotel.

GIBTM at large It was interesting that the Asian countries, including Thailand, Malaysia and Indonesia, were incredibly well represented at the exhibition. In addition, given the myriad hotels and hotel groups in the Middle East, attending GIBTM 2011 has given me a far greater understanding of the true scope and size of the hospitality and conference market in the Middle East.

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Noticeably, for the first time, four of the leading cruise lines participated in the 2011 exhibition. These included Costa Cruises, Silversea Cruises, MSC Cruises and Royal Caribbean International. As all cruise companies I spoke to reiterated, cruising is ‘the new’ travel option and is becoming widely accepted as an important form of employee incentive travel or a client hospitality option, as well as the ideal leisure holiday choice, with highly competitive, allinclusive pricing. State rooms starting as low as US$90 (approximately R600) per person per day, including all meals and entertainment, make cruising a ‘no brainer’. Seven-night cruises from Abu Dhabi and Dubai give guests an unforgettable experience of Arabia. An added bonus is that MICE clients are able to combine meetings with short break holidays, and delegates get to explore multiple destinations seamlessly. Cruise ships come into the region on a variety of routes, including from Singapore, Monte Carlo, Seychelles, Mauritius and Greece.

Professional education programme GITBM’s professional education programme topped 300 attendees, which is nearly double the amount of participants in 2010, making it

the largest Middle East education gathering of industry professionals. Some of the distinguished speakers at this year’s education sessions included Sally Greenhill from The Right Solution and Rob Nicolas of Meetme, presenting research undertaken by GIBTM into the Middle Eastern MICE market. Rebecca Saunders of Sustainable Events undertook an interactive workshop, providing an overview of practical sustainability that can be implemented to enhance organisational efficiency. Joyce Dodniez, director of development at Meeting Professionals International, examined the business value of meetings and events. Her findings included research from the following reliable sources: Harvard Business Review, Oxford Economics, Forbes and MPI, among others. Dodniez made the business case for the profitability of face-to-face gatherings through meetings, incentives and events. Further adding to the remarkable education programme, John Quinn of Satellite Communications covered the topical issue of social media and five crucial tips for this. Other appealing sessions included a lively panel debate focusing on ‘what is happening in the world of meetings’, as well as an assembly on sustainability reporting and how to start monitoring and measuring the impact of an event.

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behold and I believe it’s already ranked among the top 50 courses in the world. It is simply amazing to see what big budgets can buy. Saadiyat Island is the ‘neighbouring’ island, joined to Yas by high-tech bridges, and there are big plans for this island, including the Saadiyat Cultural District, which is set to become an internationally renowned arts hub featuring the Zayed National Museum, Louvre Abu Dhabi, Guggenheim Abu Dhabi and the Performing Arts Centre. Saadiyat is positioned to become a desirable international flagship for Abu Dhabi and a treasure for the world. All in all Abu Dhabi is a cosmopolitan city with urban architecture, lush green gardens and fountains, bursting with dazzling businesscum-leisure facilities, luxurious hotels, spas, designer golf courses, theatres and very soon, some of the world’s most famous museums. The palace-like shopping malls and indigenous souqs in Abu Dhabi make for great shopping, while gastronomic treats abound from cool and sophisticated cafes, clubs and restaurants. The exhibition was certainly worth attending to connect and re-acquaint with regional and international suppliers. Taking into account the huge plans for the area I found it well worthwhile to get up close and personal with so many companies that are leaders in their fields in the Gulf region as it can only be useful to have a network as such up and running for the future.

Yas Island

GIBTM GIBTM 2011 attracted over 2 100 visitors and buyers, which is an 11% increase on last year’s figures. It also saw a 20% increase in exhibitor numbers, totalling 275, with nearly 20 international countries participating in this year’s show. These unaudited figures demonstrate not only the great success of the 2011 show, but also the growing interest in the Middle East meetings industry. Source: www.gibtm.com

MEETINGS SA | MAY/JUNE 2011

I stayed on Yas Island, a mere 50 minutes from Dubai. The island is around 20 minutes from ADNEC and is in the early stages of development. Yas is part of the government’s ambitious strategy to develop tourism in the Emirate of Abu Dhabi. It is home to the unbelievable new Formula 1 racing circuit and the Yas hotel, plus another six. Ferrari World has recently been completed and offers an amazing F1 experience for the whole family – it’s put together brilliantly. The new Links Golf Course on Yas Island is also something to

About the author Stephanie Moss is the MD of Stephanie Moss Solutions, a leading provider of stylish events and incentive solutions to corporate South Africa. For more than 17 years now, her Bryanston-based company has honed its skills in the delivery of unparalleled events, conferences and incentives. Get in touch with Stephanie on +27 (0)11 706 3242 or stephanie@solutionsgroup.co.za. Alternatively, visit www.solutionsgroup.co.za for more information.

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Getting greener together The drive towards sustainability was not seriously deflected by the global recession, strongly suggesting that it is here to stay. AIPC president Edgar Hirt looks at the greener future of meetings and conventions.

he industry will definitely be affected by sustainability measures, not only because of the effects of meetings and conventions themselves, but also because they often involve long-distance travel by delegates, which itself is a target for environmental advocates. And when sustainability concerns are combined with the lingering economic effects left over from the recession, we get situations like those now being experienced in many areas – most notably the US and the UK – where cash-strapped governments are targeting reductions in meetings as a way of addressing both their financial and sustainability concerns. In such circumstances, it helps to be able to demonstrate that those most directly involved in staging major events such as conventions and congresses – event organisers on the one hand and convention centres on the other – are doing everything they can to minimise those sustainability impacts that they can actually control. This is clearly an area where both groups need to work together, yet a recent survey of AIPC members indicated that while more than 85% of centres had developed policies and programmes to support more sustainable meetings, only 5% said this had proven to be a ‘significant factor’ in the client decision, with a further 40% saying it was a ‘modest’ decision factor. These are hardly numbers to inspire facility managers, yet centres continue to lead the way in developing green programming. In a sense, it is reasonable that centres should be more aggressive in the greening of meetings, as they have a number of different pressures to respond to. Centres are most often owned by governments, whose own policies encourage environmental sustainability. They are also accountable to their respective communities, who typically want to see centres behave in a sustainable manner, and are subject to local and

national building codes, many of which have very specific sustainability requirements, particularly for new buildings. But the fact that centres have had to respond to these various audiences by

Things are changing in a way that makes it easier

and more costeffective than ever before to mount a sustainable event programme creating better facilities and practices should be seen as an opportunity by planners and the organisations they represent. It means that the raw materials for creating a more sustainable event programme are readily at hand and available from the host facility, instead of requiring a lot of initiative by the organisers themselves.

few years ago are now becoming simply a fact of life, particularly in newer facilities where the design has been configured to accommodate them more efficiently. The bottom line is that things are changing in a way that makes it easier and more cost-effective than ever before to mount a sustainable event programme – and many of the necessary resources are readily available through the host convention centre. It remains for centres and organisers to revisit the sustainability question together in the interest of having everyone pulling in the same direction and showing why the meetings industry is one of the most responsible when it comes to managing environmental impacts.

A collaborative effort Developing a zero-waste or energy-efficient programme can be a real challenge for organisers who are entering a community without any real idea of what resources are available or what costs may be involved. But when the centre itself can supply the framework for a more sustainable programme it relieves planners of a lot of work and uncertainty, making it much easier to do what most of their members would like to see them doing. The cost factor, which is often a concern associated with creating a more sustainable programme, is also changing. With many sustainability initiatives now ‘embedded’ in the facilities and operating programmes of convention centres, costs can be spread over a wider business base and can even help lower operating costs for the centre itself. The result is that green programmes that might have been more costly even a

About the author Edgar Hirt is the president of the International Association of Congress Centres (AIPC) and the managing director of Congress Center Hamburg. AIPC is the pre-eminent international association of convention centres, with the mission of encouraging, supporting and recognising excellence in centre management. For more information, e-mail marianne.de.raay@aipc.org or visit www.aipc.org.

MEETINGS SA | MAY/JUNE 2011

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The party's over But a bigger one’s about to start Event and promotion conceptualisation have emerged as vital to the marketing mix, and the ability to operate on a strategic level has become the key differentiator for industry players. by Amanda Rogaly CMP

usinesses that ride out downturns and succeed across all market cycles have an uncompromising attitude to tough times. Others may be laid low, but this is their chance to grow. A winning mentality is now coming through in the events industry. Those who beat the recession are stronger, more professional and better equipped than ever before for long-haul success. Our industry has changed for good. After a two-year shake-out, not even the biggest sceptic now regards our sector as ‘party planning with pretensions’. It is no longer a second string on a good caterer’s bow. That ‘party’ is over; the real work has now begun. If there is one ‘secret’ of success in the post-recession economy, it is the proven capacity to create promotions that make a measurable contribution to overall brand or corporate strategies.

A place on the strat team Being positioned as the go-to company for strategic value-add is top of the wish-list for the real professionals. You know you are getting there when brands call you in at inception: when strategy is being formulated and all options are open. At that stage you are working on ideas, deas de as, not table settings, meaning that the willingness to work as an ideas factory ry alongside other contributors is crucial. al. An A-to-Z contribution is demanded: d: you are not only expected to know your own discipline, but also the potentiall for synergies with the PR effort and thee aad d campaign. A view is also expected on n the ease of concept transfer onto the new easy-to-navigate, consumer friendly web pages coming on stream in the client’s business. A successful events professional is also

MEETINGS SA | MAY/JUNE 2011

a pragmatist. The one-person specialist boutique either transitions to this new reality or faces growing marginalisation. There are compensations. You may no longer enjoy the freedom of the go-italone individualist, but the potential for personal and business growth is huge. On one level, an events specialist remains an external service provider, but after taking the leap into work on major brandbuilding campaigns, a place on the strat team is on offer. You must respect the big picture and operate synergistically with other disciplines in a multimedia strategy that might involve promotions, PR, advertising and digital formats. With global brands you will also be expected to conform to international themes and deliver to world standards while optimising the special opportunities unique to the South African market. Guests may be eating out for free, but for the events professional there is no free lunch. Every element in post-recession marketing campaigns is measured and must pay its way.

Solid ROI is key Today, solid ROI has to be demonstrated across every aspect of the project spec, and this involves more than the ability to deliver delilive de verr competitive comp co mpet etit itiv ivee prices. pric pr ices es. In today’s ttod oday ay’s ’s events marketplace, strong eventts markkettpllace, t relationships with

other suppliers and contractors in the field are a necessity. Putting together a cost-efficient package should be a core competence. Measurement against ad spend and the PR budget, among others, is vital and exceptional bang for the client’s buck has to be evident. This means coming up with new ideas, deploying new technology when appropriate and consistently delivering the wow factor. In 2011, speed off the ground has also become important. Within the strategic framework it is common to find shortterm tactics to blunt competitor activity that might have become evident only a few days before. Market adversaries now have one important attribute in common – a sense of urgency. Post-recession clients no longer assume that growth can be automatically achieved by simply taking their usual slice of a growing pie. Most corporate strategists expect continued market volatility and periods of no or low growth. Doing well in such an environment means nibbling at your competitor’s slice of the pie while guarding your own. In recent months we have seen numerous examples of promotional teams

Respect the big picture; operate synergistically with other disciplines in a multimedia strategy suddenly sudd su dden enly ly dominating a public space: perhaps perha an air or train terminal, a shopping mall, a sporting venue or a sho university campus. u Awareness-raising and product demos become an in-your-face de blitz designed to grab attention, d

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headlines and perhaps a chunk of a competitor’s core business. Clients look to enrich the brand experience at every consumer touchpoint, which means promotions increasingly operate on a go-anywhere-anytime platform. In 2011, every business is brand centric and employees are increasingly expected to exhibit behaviour and responses that reflect brand values. One result is the growth of promotional or brand-led activities inside organisations, which go way beyond a statement from the marketing boss in the company newsletter. Internal promotions, competitions, happenings and incentive programmes become key focus areas and alignment with external campaigns has to be seamless. Living the brand promise on the inside may be a major trend, but the consumer is still king, and these days has the power to drive a lot of the communication – whether desired or not.

Viral campaigns Today many viral brand awareness efforts are structured to encourage consumer comment, voting or other forms of input. These promotions can be driven by video clips, images, text messages, competition entries and interactive games – you name it; although the consumer usually has the last word. An important target demographic has become consumers with high social networking potential (SNP), as they can drive communication for you. Huge awareness can be achieved overnight simply because certain content or ideas are seen as ‘cool’ or ‘hot’ and must be shared. Photographs and video footage of promotions, activations and other interventions are now fed by clients into their social media streams on sites such as Facebook and Twitter. An event’s look, the underlying concept, the entertainment, the event management, the consumer involvement and the delivery of the desired results can now be scrutinised in real time by millions of consumers – so that event had better be good. And remember, any slip-ups can also be streamed by social media to the same audience of millions. The media mix widens all the time and competitions and consumer engagement via SMS and instant messaging can also be expected to come into greater focus in the year ahead. But the big events About the author industry themes going Amanda Rogaly CMP is the forward are the increased managing director and owner of need for professionalism Kadoro Events & Communications. – including professional She holds the internationally qualifications – and the recognised Certified Meetings ability to function as a Professional qualification and strategic contributor to is a long-time advocate of brand awareness. absolute professionalism and Essentially, industry world best practice in SA’s professionals face a events industry. This year Kadoro the was recognised as one of positioning challenge: South Africa’s Top Empowered suppliers add cost; strategic Companies, and it was recently contributors add value. With nominated as one of SA’s gender these options, choosing the empowerment organisations by appropriate 2011 positioning Impumelelo. is a no-brainer.

MEETINGS SA | MAY/JUNE 2011

CELEBRATING 30 YEARS OF EXSALLENCE

EXSA30 EXHIBITION & EVENT ASSOCIATION OF SOUTHERN AFRICA

The role of EXSA is to serve the exhibition and events industry in Southern Africa. Our core strategy is to actively grow and develop the exhibition and events industry within Southern Africa. This is achieved through promoting the unique benefits offered by exhibitions and events, and raising the profile of our members who include venues, organisers and suppliers. Tel: 011 805 7272 Fax: 011 805 7273 Email: exsa@exsa.co.za www.exsa.co.za

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EXSA

Doing things differently in 2011 Meetings SA gets in touch with EXSA chairperson Natalie Naude to discuss what the association has accomplished so far in 2011, what is yet to be achieved and what is on the cards for the future.

Has 2011 been as positive for the association so far as it appears to have been for the industry as a whole? EXSA has had a really good start to the year, with eight new members joining in the first quarter. We are also actively involved with the new Safety at Sport and Recreational Events Act, together with the Department of Sport and Recreation, and EXSA is facilitating road show workshops around the country. What is the association doing differently this year? We had a year of consolidation last year and this year we are openly engaging with government and our members and recruiting new members. We hope to expand our profile internationally via UFI and in May I will be attending the Expo Summit in India and presenting a paper on the South African exhibition market. Since welcoming four new members to the EXSA board late in January 2011, what plans have been put in place to strengthen and better the association? The board works tirelessly to bring EXSA to the forefront of the industry and our new board members are full of enthusiasm

What can members, and the exhibitions and events industry as a whole, look forward to from EXSA in the months to come? I’ll be reporting on my visit to India and we have exciting plans underway for the 2012 EXSA Conference. The industry has a busy year ahead, with several new exhibitions taking place and expanding international interest in South Africa. EXSA will keep members informed of any new developments and will continue to play a leading role in the industry.

We are openly engaging with government and our members and recruiting new members for 2011. We will be exhibiting at various shows throughout the year and holding social activities in Durban, Cape Town and Johannesburg. At our request, UFI is including South Africa in one of its research projects, which will give us useful market research data. What recommendations do you have for companies/individuals considering becoming members of EXSA, but who are not 100% convinced they should commit? EXSA has been at the forefront of the industry for more than 30 years now and is a very special group – we have an absolute open door policy of transparency and all our members talk to and communicate with each other. We cover venues, exhibition organisers and suppliers to the industry and it’s a great networking ‘club’, if you like. I would urge any potential member to apply to join and we would welcome their input.

Regarding the Consumer Protection Act that will come into play soon, is EXSA ready? The Consumer Protection Act (CPA) is one of the most important pieces of legalisation scheduled for this year. The CPA will affect all of us, since we are all consumers. It is an extremely positive piece of legalisation and as a consumer I say ‘bring it on’. As individuals we owe it to ourselves to familiarise ourselves with the legalisation. However, a company needs to profile its clients first to determine whether the CPA is applicable to a transaction – or in our case, an exhibitor. For example, if the ‘consumer/exhibitor’ (i.e. your client) has a turnover exceeding the ‘threshold value’ of R3 million, the transaction is exempt from the provisions of the act. Likewise, transactions involving the state are exempt. This threshold value is currently set at R3 million as measured by either assets or annual turnover values below R3 million, so in most cases it will not pertain to our clients. EXSA is currently engaging a professional legal opinion on how the CPA and other imminent legislation could affect our members. Later in the year we will also obtain an opinion regarding the Protection of Personal Information – which may have an even greater potential impact. We will of course keep our members informed on any matters which could affect their business.

MEETINGS SA | MAY/JUNE 2011