The Exhibitions Planner 2017

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T H E E X H I B I T I O N Your essential guide to successful exhibitions

I believe you will never replace the face-to-face benefit that an exhibition can provide. Customers want to meet, talk and engage with their clients.” Carol Weaving, managing director, Reed Exhibitions

• TOP TIPS to attract people to your stand

• INSPIRATION EXQUISITE EXHIBITS

The latest stand designs from Euroshop 2017

2017/05/24 4:37 PM

Vol. 3 2017/2018

• BIG INTERVIEW

10244 - SEM FCOVER THE EXHIBITION PLANNER - PATHS.indd 1

IN THIS ISSUE The Planner

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NOTE FROM THE EDITOR

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33 INSPIRATION 16 Exquisite exhibits The latest design trends from Euroshop 2017

18 Be inspired Paul Hugo shares his top four impactful and unusual exhibition stands

17 06 5 0 years of success Specialised Exhibitions Montgomery celebrates its 50th anniversary

BIG INTERVIEW 08 Weaving the exhibitor’s thread Reed Exhibitions managing director Carol Weaving’s experience, determination and insight have firmly placed her as one of the industry’s doyennes

CASE STUDIES 10 A space to shape ideas Design Joburg transformed the Sandton Convention Centre into a covetable and inspiring design destination

12 Exhibiting? Plan your way to success Justin Hawes shares top tips for exhibitors, using his recent experience at Euroshop 2017

BEST PRACTICE 14 Exhibitions in a digital age Gary Corin on how

Publisher Elizabeth Shorten Editor Martin Hiller (martin@3Smedia.co.za) Head of Design Beren Bauermeister Contributors Gary Corin, Justin Hawes,

Paul Hugo, Karmen Vladar

Chief Sub-Editor Tristan Snijders Client Services & Production Manager

Antois-Leigh Botma

Marketing & Digital Manager

Roxanne Segers

Financial Manager Andrew Lobban Distribution Manager Nomsa Masina Distribution Coordinator Asha Pursotham Advertising Ruth Baldwin

+27 (0)11 233 2600 ruth@3redmutt.co.za

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20 Wesgro stand Resource Design is leading the way as the creative and eco-friendly stand builders

COVER STORY

exhibitions are evolving

STAND SHOWCASE

SUPPLIER SHOWCASE 23 Barmotion Unique mobile bars

FEATURED VENUE 25 Johannesburg Expo Centre Still raising the bar

HOW TO 29 Exhibition golden rules 31 Make your stand attractive 32 Greening tips for a sustainable stand 33 Safety 123 34 #techsavvy

XHIBITIONS AND TRADE shows should be a key factor in all businesses marketing strategy.

Exhibitions and trade shows reach thousands of business visitors and buyers at the same time. The mass coverage of these events and exhibitions make them a perfect platform to launch a new product or showcase any already established brand.

According to the Exhibition & Event Industry of Southern Africa, “Exhibitions provide an ideal environment for business networks with peers from your industry in an open and informative atmosphere.

You can meet new contacts, generate new business, analyse your competitors all in one place, leading to further partnerships, ancillary services or new clients”.

It makes good business sense to exhibit. But where do you start?

For all those newbie exhibitors, the first time exhibiting may be a daunting experience. But there is no need to panic; The Exhibition Planner is your key to a successful exhibition. For the seasoned exhibitor, it is your resource in keeping up with industry standards and trends.

By following our advice, you can outshine the competition with well-trained stand staff, aggressive preand at-show promotion, eye-catching stand design, and conscientious followup after the show.

Happy planning,

REGULARS 03 Note from the editor Outshine the competition 04 Expo shorts Industry must-knows 26 C olumn Gearing up for the 84th UFI Congress 36 Miss Xzibit Let them flock to your stand

PUBLISHED BY No. 9, 3rd 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 The Exhibition Planner 2017/2018 © Copyright.

All rights reserved 2017 www.theplanner.guru SUBSCRIPTION R50 per annum (incl. VAT) subs@3smedia.co.za ISSN 1684-9264

NOTICE OF RIGHTS The Exhibition Planner is published yearly by 3S Media. This publication, its form and contents vest in 3S Media.

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. The authors' views may not necessarily reflect those of the publisher.

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.

ENDORSED BY

MEMBERS OF

THE EXHIBITION PLANNER 2017 •

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DISTINCTIVE DESIGN SKILLS

The INS and OUTS of the exhibition industry

PROMOTIONAL PRODUCT IDEAS Giving away useful promotional products not only draws customers to a stand, it also allows for brand remembrance, as people will see that branded USB flash drive and be reminded of your product or service – making it convenient for them to contact you. Instead of sticking to the norm of conventional giveaways, rather consider one of these innovative and new ideas.

• USB FLASH DRIVE It is a wise decision to give away flash drives as they are items that people use often.

This ensures that you continue to remind people of your product long after the exhibition.

• BRANDED CAR CHARGERS An item that would benefit almost anyone, USB car chargers can be used for any kind of phone, making this a unique form of brand promotion.

• LIP BALM People will appreciate the availability of lip balm and will continue to use it after the exhibition.

• HAND SANITISER Exhibitions often involve networking, shaking hands and being exposed to many people.

• TABLET STYLUS PEN Instead of handing out branded pens, go digital and provide people with an easier method of navigating tablets. Seeing as the popularity of tablets has rapidly grown, providing a good-quality stylus will earn a considerable amount of attention.

4 • THE EXHIBITION PLANNER 2017

Khoja Group takes pride in its distinctive design skills, incomparable service, high quality, and of course, timely delivery. For those seeking the ideal award, Khoja offers the most elite selection of custom-made and stock trophies, medals, and plaques. Based in Pretoria, the group, is a designer and manufacturer of all types of trophies, although, to call some of the designs mere trophies seems to be a misnomer. From elegant works of art to medallions, the scope of the Khoja Group’s product portfolio leaves clients spoilt for choice. Khoja provides trophy design, manufacture and import services, as well as custom-made and stock trophies, medals, coins, and plaques. In addition to this, it can also do state-ofthe-art computerised engraving, as well as certificate design and framing. Every conceivable element can be used to create these valued memorabilia, which have been presented to individuals and institutions, from students to heads of state and corporations alike.The proof is in the pudding – Khoja is the official supplier of the African Cup of Nations, Sport Industry Awards and SA Business Premier Awards.

It is a leading private BBBEE – Level 1 company with over twenty-five years of experience in the Awards Industry.

THE TEAM Noor-e-din, the managing director, is a brilliant jeweller and awards designer with exceptional international experience. Webster, is a highly experienced graphics designer and sales executive. The team members combine their talents and experience to create extraordinary and products for the marketplace.

INCREASING CREATIVITY & INNOVATION Andrew Gibson, managing director at Magnetic Storm (Cape Town), provides thoughtstarters to help boost your company’s ability to create and innovate: • Innovation is based on knowledge. Continually expand your knowledge base.

• Perceptions limit reasoning.

Be careful how you perceive things.

• Practise guided imagery to see an idea come to life.

• Incubate ideas. For example, when working on a big project, one of the best things you can do is take a break from it. It shifts your brain into another place and helps you to be more innovative and creative.

• Experience as much as you can. Exposure puts more ideas into your subconscious.

• Look where others aren’t, to see what they aren’t seeing.

The more creative and innovative you and your team are, the more sustainable your success. So don’t chase the next big thing – bring creativity and innovation to what you’re doing now. When you do, you’ll be regarded as an innovator.

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We specialise in Designing & Manufacturing of Unique and Contemporary Trophies , Medals , Awards and Gifts.

TROPHIES • AWARDS • MEDALS

tel +27(0) 12 327 5885 | info@khojagroup.net | www.khojagroup.net | www.khojagroup.co.za

BRINGING PEOPLE TOGETHER

COVER STORY

50 years of success With its reputation for consistently delivering shows of excellence, Specialised Exhibitions Montgomery, South Africa’s largest trade show organiser, celebrates its 50th anniversary this year.

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FTER FIVE DECADES of serving the exhibition industry, it is clear that its accumulated experience, knowledge and expertise have become part of the company’s DNA. Marketers value the excellent opportunity that trade shows provide for on-site sales, valuable sales leads and increased brand awareness.

They also know the importance of selecting the right show and the right show organiser.

As the largest trade show organiser in South Africa, Specialised Exhibitions Montgomery offers a wide portfolio of world-class shows – across a broad spectrum of industries – which deliver a good return on investment for exhibitors.

“We have built a proud heritage over the past 50 years,” says Gary Corin, managing director at Specialised Exhibitions Montgomery. “Our experience and strong reputation bring confidence to our exhibitors and visitors; our brand is synonymous with innovation, integrity and professionalism.

“Adding to our pedigree, we are wholly owned by the prestigious Montgomery Group – one of the most widely respected exhibition companies in the world with trade shows, consumer shows and specialist projects currently spanning Europe, the Middle East, Africa and Asia. Montgomery is a family business that dates back over 100 years. The group runs over 50 events in more than

15 countries, owns a specialist consultancy firm, has a total of 15 wholly owned or joint venture companies based all over the world, and also fully owns the Expo Centre in Johannesburg – the largest exhibition venue in Africa,” Gary explains.

THE EARLY BEGINNINGS Established as a locally registered business in 1967, Specialised Exhibitions (Pty) Ltd held its first exhibition in South Africa in 1968. As an industry showcase for the building and construction sectors, it was heralded a success by exhibitors and visitors alike. Interbuild Africa is still going strong today and next year will mark its 50th birthday. Other key industries were identified, which saw the portfolio of exhibitions expanding to reach many more business sectors of the South African economy.

ACQUISITION CREATES A MAJOR FORCE The acquisition of Exhibitions for Africa (EFA) in late 2007 by Specialised Exhibitions created a major force in the business-to-business (B2B) trade exhibition market in Southern Africa. Both companies had built extremely strong company brands with equally strong partner brand identification within their exhibition portfolios. The acquisition was effected professionally to the benefit of all parties and, today, the show brands still continue to grow and generate a good return on investment.

“The acquisition expanded our exhibition offering and we operate across many varied industries, including mining; industrial; electrical and power generation; building, construction and building services; occupational health, safety and security; packaging; food processing; plastics; print and labelling; food and hospitality; and marketing, advertising, design and promotions,” says Gary. “Some of our largest brand names include Electra Mining Africa, Interbuild Africa, Propak Africa, Securex South Africa, A-OSH Expo South Africa, Machine Tools Africa, KZN Industrial Technology Exhibition, Hostex and Food and Hospitality Africa, Markex and Madex.

Many live demonstrations took place at Propak Africa 2016

WHY DO PEOPLE ATTEND EXHIBITIONS? THE CENTRE FOR EXHIBITION INDUSTRY RESEARCH (CEIR) provides a wealth of research studies to show the effectiveness and efficiency of exhibitions as a marketing tool. A report from 2015 confirmed:

69%

of visitors go to exhibitions to buy

6 • THE EXHIBITION PLANNER 2017

58%

66%

go to learn

are interested in live demos and interaction with products

46%

want to talk to new potential suppliers.

Visitors further want to:

• see new technology and new products • compare brands • f ind solutions to meet their business needs • have the opportunity to talk to experts.

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T T H H EE

LEADINGwww.theplanner.guru THE WAY

N EE XX HH II BB II TT II O O N

GARY CORIN HAS BEEN with Specialised Exhibitions Montgomery for 21 years, holding the positions of marketing director and chief operating officer prior to his becoming managing director.

He has gained experience all facetstoof successful exhibition organising, Your essentialinguide exhibitions including sales, marketing and services.

Marketing has been his forte, with a direct responsibility for the delivery of visitor audiences being the focus of his role for the early part of his career with the company. More recently, he moved Visitor engagement at Electra Mining Africa 2016 into a general management role within the business.

Besides leading a multidisciplinary team, Gary has remained a keen academic. He “We continue to grow our brands regionally THE WORLD OF HIGH TECH, HIGH TOUCH attained his BTech in Marketing from the Social media and digital channels have an across Gauteng, KwaZulu-Natal and the University of Johannesburg, became a enormous impact on the exhibition world Western and Eastern Cape, while also Chartered Marketer through the Services globally. Growing and strengthening event reach increasing our African footprint into Botswana SETA, and completed his MBA through the through the use of social media is of increasing and Zambia,” he explains. Gary ascribes this University of Hull in the UK. One of Gary’s favourite pastimes is importance to marketers and exhibitors, with strong growth to always being open to new spending sports-related time with his many trying out the various platforms available. business opportunities and the continuous family. In his spare time, he assists with Facebook, Instagram and Twitter are among renewal of the shows through incorporating the development of cricket at school and the most popular channels to motivate visitor the latest market trends. “Wherever we can, community level. He has also completed attendance and actively engage with visitors we use brand experiences, celebrity profiles five Comrades ultramarathons. on-site during events. and competitions to draw additional visitors.

“Although technology has taken us into a new We are also increasing our focus on colocated world of marketing with many advantages, conferences, free-to-attend seminars and Montgomery is a member of the Association when it comes to concluding business in the multiple combined exhibitions.” of African Exhibition Organisers (AAXO) and has B2B environment, face-to-face sales are still ADAPTING TO NEW TRENDS developed exceptional relationships with leading preferred – and that’s what exhibitions offer,” Gary emphasises the importance of investing in industry associations and media partners. says Gary. effective research that can be used in assessing numbers are audited by the Audit Bureau A world-class organisationVisitor bringing INTEGRITY AND PROFESSIONALISM the viability of a new show, measuring attitudes of Circulations of South Africa (ABC). The ABC buyers & sellers together Combining the success of the past with a vision towards existing shows, and supporting logo is a valued seal of trust that provides for the future is what will continue to drive the decisions around exhibition growth. New trends confidence in the market. success of Specialised Exhibitions Montgomery are constantly emerging and markets change.

When it comes to exhibitions, Specialised – a company that aspires to the highest possible Research plays a key role in enabling organisers Exhibitions Montgomery is indeed the service standards, with a focus on customer to remain future-fit and able to adapt to marketer’s first choice. care. Through its innovative, integrous and changing times.

“We use information drawn Tel:from +27research (0)11 835-1565 professional approach, this provider of worldFor our Our full portfolio to our website classgoexhibition events consistently delivers a to assist in our strategic planning. show of exhibitions, www.specialised.com good return on investment for all stakeholders. brands are regularly evaluated and updated +27 (0)11 835 1565 | specialised.com Further to this, Specialised Exhibitions relevant to market needs, and feedback from our exhibitors and visitors is also taken into our strategic discussions. Every show is seen as a new are an extremely Thousands of visitors attend Propak Africa 2016 show. For us, as organisers, this Exhibitions research helps powerful marketing platform. No other to focus our minds on the visitor experience medium can offer you the five senses and what they intend to achieve through their for easy Give your that exhibitions do – sight, taste, smell, (and successful) stand the attendance. Additional knowledge the Carol Weaving, hearingaround and touch.” managing director, Thebe Reed Exhibitions exhibiting X-factor top international trends that will influence visitor satisfaction is also beneficial. Innovative ways to leverage content and visitor experiences on the stand, balancing high tech with high touch, and to be mindful of the generational changes are some of the current international trends.”

of Exhibition Excellence

• TOP TIPS

• HOW TO

STYLISH STANDS

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Vol. 2 2016/2017

• BIG INTERVIEW

THE EXHIBITION PLANNER 2017 •

7

BIG INTERVIEW

Weaving the exhibitor’s thread If you’ve been in the exhibition management industry for more than a week, you’ve probably heard of Carol Weaving. Her experience, determination and insight have rightfully elevated her to the status of industry legend.

with the up-and-coming generation and, more than that, it’s almost like she wants to recruit every enthusiastic young person she meets – being only too happy to participate in their growth and development.

HOW SHE GOT HERE

HREE DECADES IN THE industry, three decades’ worth of experience, but when you meet Carol Weaving for the first time, her energy, enthusiasm and spontaneity overwhelm you. So much so that it comes as a surprise that she’s gained veteran status in the field, without it showing.

With Carol being a bit of an industry celebrity, you would hardly think she’s still humble, but a youngster could walk into a room where she’s hosting an event and her eyes would light up as she walks up and introduces herself. You can almost feel the sense of pride she has in sharing her passion

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Originally from the United Kingdom, Carol moved to South Africa in 1987 and, from the word go, she started making waves.

Her growth in the industry was astonishing.

From simply arranging exhibitions, events and conferences to managing venues and facilities, she quickly built up her knowledge and experience to a point where she could start her own company.

Many people would have stopped there – they would’ve seen it as reaching their peak, but not Carol. She sold a majority share in her company to Dutch exhibitions company RAI, and then headed up RAI South Africa.

Again, this could’ve been her legacy, but why walk when you can run? In South Africa, the need for an empowerment partner is vital for the growth and success of any company and Carol not only recognised this need, but made a business decision that would take RAI to the next level. She facilitated a buy-out of the company’s shares to the Thebe Tourism Group, a subsidiary of the Thebe Investment Corporation.

As a 30% shareholder, she headed up the Thebe Exhibitions and Projects Group until November 2013, when Reed Exhibitions signed a joint venture agreement with the Thebe Tourism Group to acquire a majority share in Thebe Exhibitions & Projects Group.

The group was renamed to Thebe Reed Exhibitions and shareholders were Reed Exhibitions, the Thebe Tourism Group and Carol. Three short years later, Reed bought out Thebe’s shares and the company was renamed

again, giving birth to Reed Exhibitions, as it’s known today. With Carol heading up Reed Exhibitions as managing director, it’s one of the largest and most successful exhibitions companies in South Africa.

WEAVING THE INDUSTRY Carol has managed to grow Reed Exhibitions into a company in the perfect position to grow its footprint across the African continent.

Aside from her personal business successes, how has Carol managed to influence the exhibition industry has a whole? Well, to put it simply, Carol doesn’t accept a title without the intention to influence change and growth.

Carol has served on the Southern African Association for the Conference Industry’s board and is the former chairperson of the Exhibition Association of Southern Africa. She even serves on the International Association of Exhibitions and Events committee.

However, in Carol’s own words, “The exhibition industry in South Africa and Africa does not always have the required level of professionalism and credibility, especially with new, inexperienced organisers being opportunists and launching new products that inevitably fail. Exhibitors then feel that exhibitions don’t work. This has resulted in the need to launch AAXO (the African Association of Exhibition Organisers), of which I am the chairperson,” she states.

“AAXO is the voice of the organisers and is supported by over 80% of the organising community in South Africa. It adheres to a strict code of conduct and ethics, which gives

Face-to-face meetings are still preferred for building the trust and bonds required for a successful sale and strong customer relationships.

The events and exhibitions industry can sometimes be underplayed with regard to its vital importance in marketingwww.theplanner.guru campaigns

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the exhibitor the level of comfort that their money is safe and well invested, and that they will derive the expected return on investment (ROI). AAXO members are ABC audited. Exhibitor training is a key pillar for AAXO and we cover topics such as how to measure their ROI, how to generate leads and translate those leads into real business, how to use technology to maximise participation and so on.

Exhibitors are also reminded to look out for an AAXO Organiser’s approved badge – a sign of excellence and credibility,” Carol explains.

ACHIEVEMENTS Now, it seems highly unlikely that there could be a lot more to say in terms of achievements once you’ve read up to here, but there is indeed.

Over the years, Carol has managed to scoop up one award after another, including Entrepreneur of the Year at the Virgin Active Sport industry Awards 2012 for the Sports & Events Tourism Exchange; Top Performing Business Woman of the Year at the African Access National Business Awards 2011; and Business Woman of the Year in the Entrepreneurial Category at BWA 2009.

When asked what her greatest achievements are, she remains humble and attributes them to the company

and not herself as an individual. “I am blessed in that I love what I do. Some of my career highlights that come to mind are: turning the Dome around from the proverbial white elephant to the success it is today, developing AAXO, growing Decorex from one to six halls, and launching World Travel Market Africa in a very competitive environment. Every show we run is rewarding when it is a great success.”

PASSION IS EVERLASTING Carol proves time and again that she is truly passionate about the exhibition management industry, but it’s inspiring to speak to her about where the industry is going.

“I believe you will never replace the face-to-face benefit that an exhibition can provide. Customers want to meet, talk and engage with their clients. Faceto-face meetings are still preferred for building the trust and bonds required for a successful sale and strong customer relationships. The events and exhibitions industry can sometimes be underplayed with regard to its vital importance in marketing campaigns. Exhibitions are extremely powerful marketing platforms.

No other medium can offer you the five senses that exhibitions do – sight, taste, smell, hearing and touch.”

CAROL’S AWARDS AND ACCOLADES • Top Female Entrepreneur of the Year in the 2014 Standard Bank Top Women Awards • Top Performing Business Woman of the Year at the African Access National Business Awards 2011

• Winner of the Business Woman of the Year in the Entrepreneurial Category at BWA 2009 • Entrepreneur of the Year at the Virgin Active Sport industry Awards 2012 for the Sports & Events Tourism Exchange

• Winner of Employee Satisfaction Award at the Thebe Excellence Awards 2009 and 2010 • Inducted into the EXSA Hall of Fame for her contribution to the Exhibition Industry • Women in MICE 2014 and 2016

REED EXHIBITIONS’ AWARDS AND ACCOLADES •T op Gender Empowerment Company: Travel, Leisure and Entertainment 2014 in Standard Bank Top Women Awards •W inner of the Early Childhood Development category in Media24 unlisted company CSI awards • EXSA Awards • Decorex Johannesburg –

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Best Trade & Consumer Exhibition 12 000 m² and over • Business Opportunities and Franchise Expo – Best Trade and Consumer Exhibition 6 000 m2 to 12 000 m2 • Decorex Cape Town – Best Trade and Consumer Exhibition 6 000 m2 to 12 000 m², five years in a row

• 2016 AAXO Awards •D ecorex Johannesburg – Best Show of the Year •W orld Travel Market Africa – Best Trade Exhibition: 6 001 m2 to 12 000 m² • 100% Design – Best Trade and Consumer Exhibition under 6 000 m² • Decorex Durban – Best Trade and Consumer Exhibition: 6 000 m2 to 12 000 m²

REED EXHIBITIONS IN 2017 AND BEYOND WITH THE INTERESTS OF ITS EXHIBITORS at heart, Reed Exhibitions forms partnerships with associations, government departments, corporates and charities in every event it takes on. This ensures relevant one-on-one contact for everyone involved, as well as real networking opportunities. Reed Exhibitions takes pride in ensuring the exhibitions it organises and manages make an impact in their respective industries. The company does this by delivering on the promise of quality, professionalism and service excellence – it meets the challenges and opportunities that face the industry.

The Reed Exhibitions portfolio includes Decorex SA, Mediatech Africa, #BuyaBusiness Expo, Small Business Expo, 100% Design South Africa, the Sports and Events Tourism Exchange, and now Africa Travel Week comprising World Travel Market Africa, International Luxury Travel Market and Incentives, Business Travel and Meetings Expo – in partnership with Reed Travel Exhibitions. Other shows include Africa Automation Fair, FIBO Africa, Value Added East and West Africa.

With access to global trade and consumer event organising expertise serving 43 industry sectors, Reed Exhibitions provides the best platform to showcase all industry sectors. With an accelerated growth plan within South Africa and into Africa, Reed Exhibitions’ BBBEE level and commitment to transformation remains steadfast.

Reed Exhibitions has a strong strategy in place to identify and assess convention centres and stadiums as part of its comprehensive African growth strategy. With this in mind, extensive research has been conducted

by Reed Exhibitions to evaluate the size and landscape of the potential for venue management across Africa.

Prospective hosts include Ghana, Nigeria and Kenya, where there are ongoing, high-level discussions to share the group’s expertise and skills with these countries and their venue assets.

Reed Exhibitions seeks to strengthen and grow its position as a leading venue management company in Africa, leading to sustainable and long-term benefits to the communities served. Its mission is to invest in quality people and products, and to provide a level of service that is unsurpassed in Africa.

The company is committed to entrenching the role of exhibitions in the marketing mix and to the environment in which they operate. Reed Exhibitions’ commitment to BBBEE shows that it is a fully representative South African business, as does the company’s involvement in communities through social investment projects. It also takes care to ensure that every exhibition or project it manages is sensitive to the natural environment.

+27 (0)11 549 8300 info@reedexpoafrica.co.za | reedexpoafrica.co.za

THE EXHIBITION PLANNER 2017 •

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CASE STUDY

THE DETAILS CLIENT Media 10 SHOW Design Joburg NUMBER OF VISITORS 10 000 VENUE Sandton Convention Centre DATE 12 to 14 May

THE BRIEF Media 10, creator of leading global design shows, was looking for a venue at which to launch Design Joburg. The organisers were bringing a groundbreaking number of the best design brands under one roof – combining the pioneers, trailblazers and even relative unknowns of the design world to create an unprecedented design event. As a result, the venue needed to provide a blank canvas for collaborative exhibits, and uniquely curated installations and features.

“Not only did Sandton Convention Centre have the space the organisers were looking for, but our staff went out of their way to deliver beyond the brief – which is something we pride ourselves on."

Shaun Bird, general manager of Sandton Convention Centre

A SPACE TO SHAPE IDEAS

Showcasing the very best of both international and local design, Design Joburg transformed the Sandton Convention Centre into Johannesburg’s most covetable and inspiring design destination.

ITH MORE THAN 10 000 m2 of modern, flexible exhibition space, the Sandton Convention Centre (SCC) is the premier exhibition centre in South Africa and is renowned for hosting a variety of leading African and international exhibitions. Strategically placed pillar configurations, a ceiling height of 6.5 m, and state-ofthe-art audiovisual and presentation technology enables the convention centre to house exhibits and assemblies that are often prohibitively large for many other venues. With almost 11 000 parking bays available in close proximity and convenient access to adjacent hotels, business centres and shopping malls, the SCC can accommodate thousands of visitors daily.

WHY THE SANDTON CONVENTION CENTRE? SCC is intelligently designed, uniquely African, and internationally renowned. It is ideally situated in central Sandton – making it accessible to exhibitors and the public alike. The centre’s popularity is enhanced by its proximity to the O.R. Tambo International Airport, high-speed Gautrain, and

10 • THE EXHIBITION PLANNER 2017

other amenities. Besides its location and the ability to host events of virtually any size and nature, the organisers were impressed with the highly-trained staff who exceeded all expectations for this inaugural event.

•E XHIBITION AND MEETING SPACES The dynamic seven-storey conference facility provides the most comprehensive choice of exhibition, event and conference venues in Johannesburg. The award-winning centre is designed to exceed the expectations of its visitors. The interior design and well-balanced architecture reflects generous space, ease of movement and a sense of flow. The SCC’s luxurious, contemporary Afro-chic decor makes it as well suited to corporate events as it is to elegant weddings. The ambience is further enhanced by a permanent art collection of more than 100 authentic works by world-renowned Southern African artists.

The centre also provides easy access and full amenities for delegates with disabilities. Design Joburg used the Exhibition 1 venue, which ensures convenient set-up for exhibitors and ease of access at street level for visitors.

The venue includes 5 430 m² of floor space, a ceiling

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A space as expansive as your imagination

THE SHOW ORGANISERS height of 6.5 m, ample overhead rigging fixtures and electrical outlets, as well as climate control. A non-intrusive system of pillars, set at 18 m intervals, brings services like water, wet waste, normal and three-phase electrical power and telecoms links within easy access to exhibitors.

Communication links include digital, analogue and fibre lines. Floor hatches are spaced at 9 m intervals, also providing access to these services, and any number of these can be interconnected.

• CATERING SCC prides itself on the innovative menus devised by its world-class chefs. The chefs often use their initiative to add an extra something to the mix, which was the case for Design Joburg. “A unique menu was designed for our leafy pitstop, A Walk in the Park, where guests gathered every day, with decor and design in mind as well as our high-end clientele,” says Sandra Barrow, Media 10’s consumer events manager in South Africa.

• ACCOMMODATION The show attracted various designers from around South Africa as well as internationally. These visitors had a choice of over 1 000 Tsogo Sun hotel rooms plus another 4 000 in the SCC’s vicinity. Sandton Sun and InterContinental Johannesburg Sandton Towers are both conveniently linked to SCC by means of a skywalk. Both hotels also offer a gym and a Business Suite for business, travellers which ensures they can catch up on work while attending events at SCC. The Spa at Sandton Sun – voted one of the top spas in the area – caters for the R&R needs visitors may have after a hard day spent walking the expo. Direct access to Sandton City’s Diamond Walk from Sandton Sun opens up the scope of restaurants

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and entertainment on a large scale for guests and visitors alike. Garden Court Sandton City flanks SCC on the other side of the Tsogo Sun Sandton Mile, offering a more budget-conscious stay without compromising on comfort. Uniquely Garden Court’s, Riff’s Bar & Grill has street access that is a twominute walk from the main entrance of SCC. All three hotels have swimming pools.

PART OF THE FAMILY Sandra says that the inaugural event had its challenges but the SCC team – from the on-site staff to management – stepped up and worked tirelessly with them to produce a show that met the demands and expectations of the exhibitors, visitors and themselves.

“It was incredible to see a new show with such a high level of exhibitor content. Feedback was unanimously brilliant and the event attracted the great and the good of the design world in the region. Happy exhibitors, happy visitors and happy sponsors throughout the three days made Design Joburg one of the most successful launches in recent times for Media 10,” says Rob Nathan, marketing director, Media 10.

Shaun sums it up perfectly, “Sandton Convention Centre was proud to host the inaugural Design Joburg expo, it is always exciting to work with new clients and know that we have gone the extra mile in helping them make their event successful. We look forward to welcoming the show back next year, as we do with many of our annual expos.”

Media 10 has produced events on every scale – from large exhibitions, festivals and concerts right through to experiential events, corporate seminars and awards ceremonies. For over 10 years now, Media 10 has been running some of the most iconic and successful events in the UK, South Africa, Australia, Germany and China.

“Thousands flocked to the Sandton Convention Centre for Media 10’s inaugural Design Joburg, featuring Rooms on View.

The success of the show was partly due to the flexible space that the centre offers. We will definitely be using SCC again.”

Sandra Barrow, Media 10’s consumer events manager in South Africa

+27 (0)11 779 000 scc.info@tsogosun.com tsogosun.com

THE EXHIBITION PLANNER 2017 •

11

CASE STUDY

EXHIBITING? PLAN YOUR WAY TO SUCCESS Scan Display is an exhibition, events and retail display company that celebrates its 21st birthday this year. Justin Hawes, MD of Scan Display, and his team have a great deal of experience and knowledge – as both a supplier and exhibitor. Here are Justin’s top tips for exhibitors, using his recent and successful experience exhibiting at EuroShop 2017 as a case study.

1

HAVE A GOAL

Make sure your objective is SMART (specific, measurable, agreedupon, realistic and time-based).

You can have multiple objectives but, generally, the fewer you have, the more likely it is you will achieve them. Use your exhibition objectives as guidelines to choose the right event, to design your stand, and to plan all of your marketing activities around it. When Scan Display exhibited at EuroShop 2017, we had a very clear objective: to market ourselves as partners for African projects. EuroShop attracts mostly European exhibitors and visitors, and many are interested in expanding into the African market.

We wanted to introduce ourselves as a company that could assist them with expertise and know-how, to pull off successful projects here.

Rather than exhibiting on our own, we joined the IFES Pavilion. IFES is the International Federation of Exhibition and Event Services. It’s a Europe-based association, and Scan Display is a member. We wanted to promote ourselves as a potential partner, so it made sense to be among our international colleagues.

12 • THE EXHIBITION PLANNER 2017

2

DESIGN TO YOUR GOAL

Once you have an objective for the expo, you should ensure your stand design supports it.

At EuroShop, for example, our priority was to get across our unique selling point (that we are from Africa) and meet with people face to face so they could ask questions about the exhibition industry in Africa. Therefore, our branding was simple but bold and to the point – a map of the world with arrows pointing into Southern Africa and the tagline ‘Your exhibition partner in Africa’.

We also chose a space that was close to a busy thoroughfare.

Our large back wall was directed towards this foot traffic, ensuring our message was highly visible.

We had a space for meetings, and a hospitality station so our guests could relax over a cup of coffee with us.

3

CHOOSE THE RIGHT STAFF

It’s critical that, after investing a significant amount of money in booking and building your stand, you have the right people to represent your brand. Make sure you have friendly, energetic staff with a good understanding of your company and what it can offer. They also need to know your objective at the show, so they can help you achieve it. Consider some pre-show training to ensure everyone is well prepared. Many visitors at EuroShop are senior managers, so it was important that our stand staff were too. As a result, I was on the stand along with our two sales managers, our creative director and a senior exhibition architect.

4

THINK ABOUT YOUR MARKETING COLLATERAL

Aside from your stand, what other marketing collateral do you want to have at your show? I always recommend branded clothing, as it makes your staff highly visible and, therefore, easier to approach. At EuroShop, our team wore branded shirts for the men, and branded scarves for the ladies. Both brochures and branded giveaways are popular at exhibitions in South Africa. At EuroShop, however, both were noticeably absent. The focus was on talking to people and swapping business cards, and this worked well – as many visitors had travelled far to get there and likely didn’t want the extra luggage to take home. We took a small batch of portfolios, and branded USB drives with our profile and portfolio on them. We were selective about those we handed them out to, to ensure our drives only went to interested people.

The USB drives were more popular because of their size and weight.

You need to be smart about what you do. Only spend money on things you think will help you achieve your objective.

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#INDUSTRYLEADERS

5

PRE- AND POST-SHOW MARKETING

Don’t rely on the exhibition organisers to do all the marketing for you – make sure you let your clients, potential clients and the public know you will be exhibiting, and why they should come to see you there. And, afterwards, don’t lose any of the leads that you worked so hard to make. Follow up promptly. For EuroShop 2017, we sent out mailers to all of the contacts we expected to be there, inviting them to come and see us on our stand.

We also promoted our stand on our email signature and on social media. A week after the show, we sent out personal emails to all the contacts we had made (both new and existing relationships), and distributed some press releases. Make a splash in order to maximise your exhibition spend. Another advantage of being at the IFES Pavilion was that it was also marketed, and Scan Display was included in these communications.

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6

CALCULATE YOUR ROI

Working out your ROI (return on investment) is critical to understanding how successful you were as an exhibitor. Your return should be directly linked to your objective. In our case, our return will be the value of any projects we land from our EuroShop contacts.

This info will be useful when planning future marketing activities.

7

ADDED VALUE

And, finally, always look for ways to refine your goals, improve your stand, reduce your costs, or create additional value in some way. For example, we applied to the Department of Trade and Industry for financial assistance to exhibit at EuroShop, which helped to slightly reduce the huge cost of exhibiting overseas.

“We believe exhibiting is one of the most effective ways to market your brand. That is why we are in the industry – and why we exhibit every year.”

Justin Hawes, MD of Scan Display

THE EXHIBITION PLANNER 2017 •

13

BEST PRACTICE

Visitor interaction at World Travel Market 2017

Exhibitions in a digital age As an effective marketing platform, exhibitions globally continue to grow in number as well as in importance, as they offer a good return on marketing spend invested, writes Gary Corin.

ITH THE ABILITY to create an interactive environment that can tap into the five senses through real or virtual experiences, exhibitions draw positive face-to-face engagement between sellers and buyers. Exhibitions are not only for product display; they are a place of learning, for customer interaction, and for the exchange of information and ideas.

The explosive growth of the digital world has been embraced by the exhibitions

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industry as it presents an opportunity for greater reach to targeted audiences.

Pre-event campaigns that use various social media channels and electronic media to engage with prospective visitors and promote online pre-registration are driving increased visitor numbers. Facebook, Instagram and Twitter are among the most popular to motivate visitor attendance and to actively engage with visitors whille on-site. Social media captures the experiences in video and pictures, instantly drawing attention to the event.

WHAT THE FUTURE HOLDS Despite an ongoing slowdown in global economic growth, the exhibition industry remains geared for continued growth in 2017, with increased turnover reported for a majority of exhibition organisers.

This is according to a January 2017 Global Barometer survey published by The Global Association of the Exhibition Industry (UFI).

It is competition from within the industry itself that has seen a measurable rise in importance in determining future business strategy. This will see expansion in the industry’s business activities globally with more live or virtual events to run alongside the exhibitions to create additional value.

28% of research responses from South Africa forecast an increase in these types of activities. 29% were also looking to expand operations in new countries. With the exhibition industry being highly competitive,

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#EXHIBITPOWER

marketers need to ensure that their marketing spend is invested with the right people. It is important that exhibition organisers are professional and skilled, know their target audience and invest in research to keep up to date with exhibition trends and changing markets.

GROWING IMPORTANCE Africa offers a significant growth opportunity for exhibition organisers.

Although there are some challenges facing sub-Saharan Africa, these economies have been attracting international investment interest and the African exhibition industry is seen by international organisers as a new frontier for growth. The importance of exhibitions and their contribution to a country cannot be underestimated.

Groundbreaking industry-first research into the economic impact of the exhibition industry in South Africa was commissioned by the Association for African Exhibition Organisers (AAXO), of which Specialised Exhibitions Montgomery is one of the founding members. Grant Thornton conducted the research between 2015 and 2016.

The research results demonstrate the undeniable power of exhibitions in promoting trade. The study confirmed a number of key economic benefits that exhibitions provide and their overall contributions towards the economy.

It was shown that exhibitions contribute R74.9 billion to the country’s national economy and R3 billion to national taxes. The contribution to employment is around 152 000 annual jobs sustained/created.

In addition to the tangible and monetary impact on the tourism industry, other

IN 2015, OF THE FIVE MILLION VISITORS TO EXHIBITIONS IN SOUTH AFRICA, TOURISTS ACCOUNTED FOR ONE MILLION. THE EXHIBITION INDUSTRY CONTRIBUTED R23 BILLION TO THE TOURISM SECTOR AND SUSTAINED 47 000 JOBS. THE DIRECT IMPACT TO THE TOURISM SECTOR IS R7.6 BILLION intangible/non-monetary elements also result from exhibitions, including enhanced vibrancy of the cities in which the exhibitions are held, increased visitors taking up tourism experiences in the destination cities as well as

an increased awareness of other local tourism offerings. Overall, the industry has grown, but because of the impact of economic changes and other challenges (such as Ebola being an issue in 2015, and the resultant reduction in travel to South Africa and Africa), this growth varies from exhibition to exhibition, depending on the industry in which they function. This has also led to the rise of niche and targeted exhibitions, especially for trade.

FOLLOW THE TRENDS AND ADAPT The research also touched on technology as a major trend. When it comes to visitorexhibitor relationships, exhibitions cannot stay just in the physical. They have to build technology into their shows or end up being left behind.

New trends are constantly emerging and organisers and exhibitors need to adapt to the changing times to keep exhibitions future fit. Using research such as the latest study from AAXO, UFI and from the Centre for Exhibition Industry Research (CEIR) as a resource for strategic planning will assist when exhibition brands are reviewed and updated relevant to market needs.

Every show should be viewed as a new show. Research findings and exhibitor/ visitor feedback can help organisers adapt accordingly.

The UFI and Explori Global Visitor Insights report, released in November 2016, confirmed visitors’ need to see something ‘new’ when attending exhibitions. They want the experience to be one of discovery – to be able to see new products, identify new trends and learn about latest innovation are all high priorities for visitors. The range, quality and innovativeness of exhibitors and the overall exhibition is what matters. The desire to see new products and services is an objective for 69% of visitors. There is significant opportunity for exhibitions that can consistently deliver “newness” across their offering through content and on the exhibition floor.

Exhibitions will continue to be important and will keep relevant by embracing the digital world, being innovative and adapting to change in order to remain future fit.

GARY CORIN serves as managing director of Specialised Exhibitions Montgomery. He has been with the company for over 15 years. He has gained experience in all facets of exhibition organising, including sales, marketing and services.

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THE EXHIBITION PLANNER 2017 •

15

INSPIRATION

EXQUISITE EXHIBITS THE LATEST DESIGN TRENDS FROM EUROSHOP 2017

Discover the design trends that are being used in exhibition displays around the world.

These are the five design trends that Justin Hawes, MD of Scan Display, took notice of at EuroShop, across all 18 exhibition halls (with a net floor space of 128 000 m2 — about three times the size of Johannesburg Expo Centre’s exhibition space! ) where 2 367 exhibitors from 61 countries were vying to outshine each other with their displays.

1

2

FABRIC

LIGHTING

You might be thinking this is nothing new, and you’d be right. Fabric has been around for the past 10 years but what is new is that the fabric prints are bigger and better than ever before. Maximum widths of 5 m have enabled huge seamless graphics to take over – sometimes as long as 15 m. And the printing is of a better quality, allowing for incredibly vibrant images.

LED lighting is also not new, but the innovation that is driving it is.

A range of luminous intensities and colours provide custom lighting options, so that different moods and effects can be achieved. In the past, lighting was very bright and monotone. We saw a range of softer lighting effects making an entrance at this year’s show.

A large seamless graphic with a shelving inlay

16 • THE EXHIBITION PLANNER 2017

A super light box on a 90-degree corner

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#STANDDESIGN

The Fairnet stand featured a large LED screen and real fish tanks as counters

A tower structure made of rough wooden blocks

3 4 5 BACKLIGHTING

NATURAL WOOD

LESS IS MORE

It should be no surprise that better fabrics – together with better lighting – have resulted in better backlighting.

Advanced LEDs are being used, and the scale and quality of backlighting options has grown, allowing for lightboxes of a size and standard not seen before.

In sharp contrast to the sophisticated new technologies appearing on stands, the use of one of the oldest exhibition stand materials – natural wood – was another trend. It is used free of paint, varnish or other finishes. This effect is visually striking, especially when its organic texture is juxtaposed with the sleeker synthetic materials that are commonly used in exhibitions.

EuroShop exhibitors had fewer AV screens and less marketing collateral on their stands. By bypassing looped videos and brochures, the emphasis was solely on engaging with people and talking to them about their specific needs and interests. This is a far more personal and memorable experience.

It is also what exhibitions are essentially about: meeting with people and face-to-face marketing.

EuroShop takes place every three years in Düsseldorf, Germany.

The next trade fair will run from 16 to 20 February 2020

Clever use of raw wood pallets to construct book stands and clad counters

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THE EXHIBITION PLANNER 2017 •

17

INSPIRATION

BE INSPIRED Paul Hugo, Scan Display’s creative director, shares his top four impactful and unusual exhibition stand designs from EuroShop 2017.

THE ALWAYS-CHANGING STAND Exhibitor: Schwitzke

THE UNEXPECTED STAND Exhibitor: Atelier 522 Proving that weird can work, Atelier 522 took a very different approach with its stand. This stand was so different, and unexpected, that it attracted a lot of attention. And it did so effectively, as you could see constant engagement with the people manning the stand. The 5 m x 5 m corner stand simply had black draping on two back walls, and logos suspended on to them. Parked on the stand was an old Land Rover converted into a meeting platform, while white balloons under a spotlight floated above it to catch the eyes of passers-by. This was probably the least expensive stand at the expo – proving you can make an impact on a budget.

18 • THE EXHIBITION PLANNER 2017

This stand had a sandpit on its most visible corner, with an artist continually building and rebuilding a big sandcastle throughout the entire five days of the expo. This meant that the stand’s talking point was constantly changing. It made people curious, and they spent time watching the process – which created an opportunity for sales representatives to engage with them. The layout of the stand allowed for multiple meeting tables, which featured constant visitor flow and engagement. In my view, this was one of the most successful functioning stands. This company also followed a similar recipe at the last EuroShop, and it is very recognisable as a result. This is great for brand building.

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“I was really interested to see how unusual the stand designs were; who stood out for doing something different; who was successful and who wasn’t.”

Paul Hugo on attending EuroShop 2017

THE WOW STAND Exhibitor: Fairnet The stand's underwater theme was beautifully executed with striking visuals on an impressive giant LED screen wall, ingeniously overlaid with print on clear PVC. The glass cube meeting room penetrated the LED wall. This juxtaposition made it appear suspended in water. The LED wall also functioned as a stairwell to the meeting room.

And its reverse side was covered with a graphic mirroring the LED screen, which fooled the eye into perceiving a double-sided LED wall. Fish tank tables were clever conversation points, while the floor had a sandy texture.

A chill-out corner featured transparent chairs that looked like bubbles, and each chair offered a selection of music to listen to. Visually, the stand was outstanding. But it was also a fun theme, with lots of little surprise details to ensure visitors stayed alert and engaged.

THE MYSTERY STAND Exhibitor: atelier damböck While most exhibitors do their utmost to get more people to their stands, this stand went in completely the opposite direction, and was by invitation only. A waterfall blocking the entrance to the stand made a dramatic statement about its exclusivity, and meant that those with an invitation had to be escorted across the threshold with an umbrella. It was made even more intriguing by a small interactive humanoid robot positioned near the stand entrance. Visitors could pose questions to it, and get answers, with full visual contact and intelligent replies.

Powerful but simple branding, using dark grey colours with black, added to the intrigue.

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THE EXHIBITION PLANNER 2017 •

19

ABOUT THE STAND

THE ECO-FRIENDLY STAND BUILDER THE DETAILS THE CLIENT Cape Town and Western Cape Convention Bureau – a division of Wesgro THE SHOW Meetings Africa 2016 and 2017; WTM Africa 2016 and 2017; Tourism Indaba 2016 and 2017; Agriculture Investment 2016

Resource Design is your turnkey provider for design, manufacture and project management dedicated to personalised service excellence. The company offers truly green, eco-friendly, sustainable products such as the X-board.

R

THE BRIEF Wesgro wanted a stand that followed sustainable principles. The booths on the stand needed to convey the essence of Cape Town as well as the diversity of the Western Cape as a destination.

The stand needed to be inviting and not corporate or too businesslike. The central hub for activations was to form the main attraction as well as provide a gathering point in the stand. The stand had to meet a budget and allow for reuse. This stand has proved its value not only in modularity but also in keeping costs down.

20 • THE EXHIBITION PLANNER 2017

ESOURCE DESIGN’S

goal is to reduce global reliance on non-renewable, nonsustainable production materials and methods. Its aim is to empower South African companies by designing and creating amazing structures, events, campaigns, and retail and interior environments. This is done by engaging with eco-active designers, architects, exhibition builders, advertising agencies,

brand activists, printers, signmakers, furniture manufacturers and shopfitters.

THE ECO-OPTION EcoXpo is a sustainable, recyclable and versatile option to traditional exhibition construction. The X-boards are made from a mix of upcycled waste Kraft paper and offer the following advantages: • l ightweight (around seven times lighter than MDF) • recyclable

Wesgro is proactive when it comes to greening and sustainability. Resource Design is the only company in South Africa that offers a certified, sustainable and truly green option for exhibition stands.

This is one of the many reasons why this partnership works. For these stands, Resource Design used repurposed materials as well as the most eco-friendly building material available in South Africa – Xanita board (X-board). The Wesgro stands in 2016 and 2017 were specifically more recycled than Xanita. The seven stands used the same material making it repurposed and recycled. In previous years the stands were 90% Xanita.

• quick and easy to install • i deal for direct UV inkjet printing, eliminating the need for vinyl application • e xtremely cost-effective due to the weight-saving benefits.

Boards are flat-packed and transported to site for quick assembly, minimising on-site staff requirements.

A typical exhibition booth is usually constructed of nonrecyclable, engineered wood (typically MDF or particleboard)

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STAND SHOWCASE

THE DESIGN TEAM Each stand has grown slightly with detailing, different finishes and each individual designers take on the specific stand that they designed – using the components that make up the structure. So far, over seven stands, there has been input from four designers – putting their stamp on it. Kalin, Dan and Daniel have been the latest contributors and make up the core of the design team.

Equally at home designing custom, system or the company’s signature Xanita EcoXpo designs, this young design team excels. In the eco-design field, they are part of a small band of international designers that are pioneering the use of engineered fibreboard as a sustainable alternative in the exhibition world.

Resource Design is very proud to call this small band of designers – who have backgrounds in industrial, interior, graphic and architectural design – its own.

THE CLIENT DID YOU KNOW?

The Meetings Africa 2017 stand was awarded the Best Stand award. “Not only did the stand meet the brief, it exceeded client’s expectations. We built a stand that allowed for successful interaction. It is always a hive of activity. We created a stand that evoked a feeling of coming home – a place where you want to be. The Resource Design team loved working on this stand. Cape Town is our home – so the stand was done from the heart,” explains Karen Healey, managing director.

or rigid plastic sheeting. These substrates are dressed up with corporate logos, imagery, corporate-colour-matching paint and other decorations, in order to portray a visual concept of the corporate, what it stands for and the products it sells.

Post show, more often than not, industrial waste bins of exhibitionrelated waste are sent directly to landfill to be dumped.

Using X-board offers the added greening option of recycling on-

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site, instead of paying to remove post-event waste.

A GAME CHANGER Post show, X-board can be signed over as industrial paper waste to the exhibition centre management, who gladly compact the boards in industrial paper waste compactors.

The paper waste is then handed over to contracted paper recycling companies for repulping, once again into Kraft paper, and so the cycle repeats itself.

The Cape Town and Western Cape Convention Bureau is a strategic business unit of Wesgro – the official Tourism, Trade and Investment Promotion Agency for Cape Town and the Western Cape. The bureau promotes the destination as the premier place for meetings, incentives, conferences, events, exhibitions and trade fairs. As a result, the stand design needed to reflect Cape Town and the Western Cape as an inspiring place to meet and do business.

Lerisha Mudaliar, stakeholder and marketing coordinator for the bureau, shares her experiences working with Resource Design.

WHY DID YOU USE RESOURCE DESIGN? Wesgro put out a tender for suppliers. Resource Design provided us with a stand design that showcased what Cape Town and the Western Cape are about. It was functional, yet stylish, sustainable and modern.

WHAT WAS YOUR EXPERIENCE DEALING WITH THE RESOURCE DESIGN TEAM? The team is extremely professional and accommodating.

Gary van der Watt and his team go the extra mile to accommodate any changes we have. We have an incredible working relationship with them.

WOULD YOU RECOMMEND RESOURCE DESIGN? We would highly recommend Resource Design.

+27 (0)21 510 7776 Karen@resourcedesign.co.za

resourcedesign.co.za

THE EXHIBITION PLANNER 2017 •

21

lolly waffle

health wraps

soup

gin & tonic sushi yoghurt

soda float

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flapjack stack bubble tea

bagels soup

gelato coffee

belgian waffles

cream cheese boards raw juice macaroon icebubble tea health smoothie belgian waffles health wraps flapjack crush frappe fruit crush gelatogourmet lollycocktails waffle bagels crush cappuccino candy iced tea crush coffee pizza frozen Crepes sushi iced raw

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Providing perfect mobile bar solutions for your next event

juice

frozen yoghurt

We provide the perfect hospitality solution for your exhibition stand, conferences and events.

Allow us to become an extension of your brand by enticing delegates onto your stand to enjoy one of our many mobile bar offerings, each tailored to suite your specific requirements.

0861 WE ROCK (93 7625) | info@barmotion.co.za | www.barmotion.co.za Integrity | Intelligence | Innovation | Sustainability

FEATURED SUPPLIER

THE DETAILS THE CLIENT Elanco EXHIBITION The WSAVA Congress VENUE Cape Town International Convention Centre THE STAND BUILDER Brilliant Branding offers a full turnkey exhibition service. As a leader in cutting-edge design, complemented with dynamic, friendly and efficient staff, the company assures you an innovative solution best representing your most valuable asset and what ultimately defines you… your brand.

UNIQUE MOBILE BARS When planning your next exhibition stand, spice things up with Barmotion’s unique mobile bars. Natalie Kreusch, sales manager for Brilliant Branding, shares her experiences working with the Barmotion team.

HIS VIBRANT COMPANY provides professional bar solutions with an array of different refreshments and food bars, serving cappuccinos, raw juices, smoothies, gelato, sushi and much more. Being mobile and on the move, these bars travel to any destination in South Africa – with branches in Cape Town, Joburg and Durban – providing all the necessary equipment and quality-trained staff to ensure your event is a success.

Barmotion strongly believes in maximising your exposure at every exhibition and each bar can be customised to suit your needs. In trying to do its part for the environment, the company also offers a greening service, converting the standard bars into ecofriendlier options.

The company understands the importance of branding and you are able to brand everything, from the bars and cup sleeves to coffee stencils, promotional bites and more.

Barmotion strives to become an extension of your brand and to promote your services through its own. The delightful bars will have people talking about your stand for weeks.

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WHAT BAR DID YOU USE? The Barmotion Cappuccino Bar. This bar makes use of topof-the-range Italian La Cimbali machines to conjure up various hot drinks, including classics like cappuccinos, espressos and teas, all the way through to exotic spiced chai, mochas and white hot chocolate. Also on offer are different syrups – like hazelnut, vanilla, caramel, toffee nut and many more – which can be combined with your coffee for an exciting taste sensation. There are also cold and food bars available.

WHAT WAS YOUR EXPERIENCE LIKE WORKING WITH BARMOTION? The team is effficient, professional and the offering is great value for money.

many themes using hospitality elements to enhance clients’ brands and products. It uses its experience in hospitality to offer solutions to suit all requests and for all occasions

HOW WOULD YOU RATE WORKING WITH THE STAFF AT BARMOTION? The entire process with them is seamless and effortless.

They are really professional, from quotations, suggestions and options right to execution of the project. On-site, the staff are friendly, well branded, smart, professional and no request is too much for them to handle. They always go above and beyond for our clients. which allows us to make use of a supplier that is trustworthy and gets the job done.

WOULD YOU RECOMMEND BARMOTION? DID YOU FEEL THAT HAVING A BAR ATTRACTED MORE PEOPLE TO THE STAND? Definitely. No matter the type of show – a congress, conference, expo or corporate function – a bar is great to have. It attracts people to the stand as there is a form of a giveaway. It creates an atmosphere that is fun and vibrant. Barmotion is able to create

We already do!

0861 WE ROCK (93 7625) info@barmotion.co.za | barmotion.co.za

THE EXHIBITION PLANNER 2017 •

23

THE VOICE OF CREDIBILITY & PROFESSIONALISM aaxo FOR EXHIBITION ORGANISERS THE EXHIBITION INDUSTRY CONTRIBUTES

r74.4BN

TO THE SOUTH AFRICAN ECONOMY

DIRECT SPEND PORTION :

r24.4BN “Our engagement in AAXO has been tremendous.

We have an industry body that understands our successes and challenges. We can work together in unity to develop the exhibitions industry in South Africa. We are committed to the journey that AAXO has embarked on, and will support it and other member companies, when and how we can.”

- Spintelligent (Pty) Ltd

80%

AAXO MEMBERS ACCOUNT FOR OVER 80% OF THE ORGANISING

MEMBER SHOWS AUDITED BY ABC TO VERIFY VISITOR NUMBERS

What our members say “AAXO furnished us with a unique opportunity for open engagement and knowledge sharing between professional exhibition organisers, and provided us with interesting and valuable industry updates.”

- Hypenica (Pty) Ltd

ESTIMATED CONTRIBITION TO NATIONAL TAXES

r3,3 BILLION TOURISM IMPACT

r23 BILLION

47 000 SUSTAINED JOBS AND 1 MILLION VISITORS “AAXO has enabled us to offer our exhibitors valuable exhibition training which has made all the difference to their stand build, pre-expo preparation, marketing and on-the-floor customer engagement.”

-Exposure Marketing and Communications AAXO APPROVED

100%

LOOK OUT FOR THE AAXO APPROVED BADGE eXHIBITION

For more information or to become a member please contact Pat Lofstedt on +27 (0)11 549 8300 or pat@aaxo.co.za or visit our website www.aaxo.co.za To inspire growth and change in the exhibition industry. Providing cutting edge solutions to industry challenges, providing training on trends and technology for Exhibitors and Organisers, and upholding world class industry standards.

Taking AAXO to Africa & bringing Africa to AAXO

FEATURED VENUE

STILL RAISING THE BAR TOP 10 REASONS TO CHOOSE THE JEC

In this highly competitive sector, resting on its laurels is not an option for the JEC. It has 10 excellent reasons to keep raising the bar even higher.

FFICIALLY RECOGNISED AS one of Southern Africa’s leading exhibitions, conferences and events venues, the Johannesburg Expo Centre (JEC) is one of the most versatile events destinations on the continent. Over the years, the venue has kept pace with the remarkable growth of the local exhibitions and conferences industries, evolving into a world-class facility that offers exhibitors, visitors and delegates a first-rate experience.

“However, we can never afford to rest on our laurels. This is a highly competitive sector and we will always look at new ways to improve our service offering so that our clients never experience anything less than the very best,” says Craig Newman, CEO, JEC.

AWARD WINNING Over the years, the JEC has been the recipient of numerous awards and accolades, including the highly coveted Diamond Arrow Award at the latest PMR.africa Business Excellence Awards Ceremony. The JEC’s success can be

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attributed to its versatility, but the JEC team believes that the delivery of world-class service is what really drives clients back to the venue year after year.

With a legacy of operating for more than 20 years in this competitive sector, Craig says that the JEC takes great pride in taking on new challenges and targeting new clients for exhibitions, conferences and events that he believes will challenge the team at JEC. “The nature of our work is attracting clients with shows that challenge us, and we want to prove that we can keep pushing the bar. No event is too different, too large, too small or too complicated for us,” he says.

The JEC is owned by the UK-based Montgomery Group, BBBEE consortium Fluxrab (led by Andrew Mthembu), local entrepreneur Raymond Burke and Craig Newman as CEO. It is well known as South Africa’s largest purposebuilt exhibitions, conferences, conventions and events venue, and one of Johannesburg’s bestknown landmarks.

1

The venue is extremely flexible – “Our strength lies in the diversity of our facilities, which enables us to host anything from an international music festival to a professional trade exhibition,” says CEO Craig Newman.

2

With multipurpose facilities that provide over 50 000 m2 of indoor space and over 100 000 m2 of versatile outdoor space, the JEC offers a unique setting that can accommodate any client.

3

A multipurpose arena for 20 000 people, with 20 000 parking bays, 24-hour security and five-star catering facilities leaves very little for the most demanding client to request.

4

Some of Gauteng’s finest four- and five-star hotels surround this venue of choice.

5

The venue achieved top honours at the PMR.africa Business Excellence Awards in 2016 in the Top Exhibitions and Events Venue category, winning its third Diamond Arrow Award and fifth PMR.africa award in total.

6

Capital Air operates a registered helicopter landing base on the premises.

7

The Johannesburg Expo Centre is affiliated with EXSA, SAACI, SOJO and UFI, all of which are major industry associations.

8

Lanseria Airport and O.R. Tambo International Airport are both a mere 30 minutes away.

9

The venue is accessible from all major highways in Gauteng.

10

All service providers you could possibly need for your event are available on-site.

CONTACT

expocentre.co.za

+27 (0)11 494 1920 l info@expocentre.co.za @jhbexpocentre1 Expo Centre Nasrec

THE EXHIBITION PLANNER 2017 •

25

COLUMN

GEARING UP FOR THE 84TH UFI CONGRESS As South Africa prepares to host the 84th UFI Congress in November, UFI (the Global Association of the Exhibition Industry), has just elected its first African president.

elected as vice-chair for the Middle East Africa Chapter until his latest appointment to president.

“I believe Africa represents the next frontier for growth and development for UFI, and a number of our partners have been working together to grow the continent’s share of regional, continental and global business events,” he says.

84TH UFI CONGRESS IN SOUTH AFRICA

Dr Andreas Gruchow, president, UFI and Craig Newman, CEO, Johannesburg Expo Centre

One of the major events that Craig would like to draw the South African industry’s attention to is the 84th UFI Congress, taking place at Sandton Convention Centre, Johannesburg, from 1 to 4 November 2017. This membersonly event is expected to draw over 500 of the most senior-level decision-makers from over 75 countries, making it the best place to meet global industry leaders and showcase your brand. It is also the best place to learn about the issues facing the industry worldwide and to discover new industry trends.

HOME-GROWN CAPABILITY HE JOHANNESBURG EXPO Centre’s CEO, Craig Newman, will take on the role as president of UFI in 2019, representing UFI at the highest level and assisting the association along its path of global growth and development. His appointment takes effect from 2018 as incoming president, and he will spend 2019 as president and 2020 as outgoing president.

"I am delighted to welcome Craig Newman to his new role as the incoming president of the UFI leadership team,” says Dr Andreas Gruchow, current UFI president. “He has not only been an active member of UFI, but has been a leader in the exhibitions and events industry for over 20 years.”

“As the first African president for UFI, it is an honour to be chosen to represent this outstanding association and I look forward to meeting the challenge," says Craig.

“The African continent has had an overwhelmingly positive impact on the development of the global exhibitions, conferences and events industry. South Africa, in particular, has the experience, the expertise, the know-how and the infrastructure – all in one place – to become the official gateway for large global companies into Southern Africa.”

After joining UFI in 2015 as a board member, to draw more attention to the role that Africa can play in this global industry, Craig was

“In my capacity as a UFI board member, I will be doing my part to strengthen confidence in the local industry,” says Craig. “My role is to ensure that all parties involved are delivering on expectations, because it’s this delivery that will continuously strengthen the reputation of exhibitions as a great contributor towards the South African economy.

"As far as the future of the exhibitions and events industry is concerned, I remain optimistic. Everything is ripe for South Africa to be the leading country within the business tourism sector for Africa. This should become the biggest contributor to the Southern African economy.”

84TH UFI CONGRESS SPONSORSHIP AND EXHIBITION OPPORTUNITIES SOUTH AFRICA IS INVITED TO SHOWCASE its brands at the 84th UFI Congress in Johannesburg with a range of exhibitor and sponsorship packages to suit your budget and requirements. These include the following:

26 • THE EXHIBITION PLANNER 2017

• Official tour partner R350 000 • AV/staging partner R300 000 • Silver/hosting sponsor R250 000 • Wi-Fi sponsor R100 000

• Escalator sponsor R60 000 • Smoking lounge sponsor R50 000 • Hosts & hostesses sponsor R40 000 • Exhibition booth (standard shell scheme only – 3 m x 2 m ) R60 000 All rates include VAT

For more information, contact Leighton May: leighton@expocentre.co.za +27 (0)11 494 1920 +27 (0)76 563 1593

www.theplanner.guru

HOW TO

The Exhibition Planner will show you how to create a truly unique stand and get the most out of your exhibition experience.

Get the most out of your stand Make your stand attractive Green your stand with flair Keep your staff safe Use technology to measure results

www.theplanner.guru

THE EXHIBITION PLANNER 2017 •

27

OUR UPCOMING EVENTS CALENDAR

HOW TO

Belgotex stand by Compex at Decorex

Exhibition golden rules By doing a few simple things, before, during and after a show, you will be able to generate new leads. The Exhibition Planner offers some advice.

BEFORE THE SHOW

DURING THE SHOW

AFTER THE SHOW

1 SET SPECIFIC GOALS Exhibitions are incredibly versatile and, as a result, you need to be clear on what it is you want to achieve at the exhibition. Setting specific, measurable goals is one of the most important things you can do before every exhibition.

2 PLAN THE STAND AROUND THE GOALS Let your goals guide you when deciding on the stand design as well as the activities that will take place on the stand. Every design decision you make when planning the stand must be guided by your goals.

3 TELL PEOPLE THAT YOU HAVE A STAND According to research conducted by the Exhibition and Event Association of Australasia (EEAA), 83% of the most successful companies at a range of exhibitions were the ones that let prospective and existing clients know that they were going to be there. Some of the ways you can do this is by using social media, email campaigns as well as running adverts in digital and print media.

4 TRAIN YOUR STAFF The golden rule for exhibitions is “people make the stand”. It is, therefore, vital that the team on your stand knows your product and the goals you have for the exhibition.

1 BRIEF STAFF DAILY Remind your staff of the overall goals and what you want to achieve for that day. Keep them motivated and their energy levels high.

2 TIME IS EVERYTHING You don’t want to spend too much time with a prospective client that will yield little or no business. Depending on your goals, determine the amount of time you should spend with the various people that will be visiting your stand.

3 COLLECT LEADS It is one thing collecting business cards and quite another gathering quality data. Make sure that the team on the stand is able to gather data on your visitors that will help with the post-show follow-ups.

EEAA suggests the following lead classification: a. large order, ready to buy b. small order, ready to buy OR large order, longer time frame c. s mall order, longer time frame d. send literature or add name to database e. other (press, salesman, competition).

4 ATTRACT MEDIA ATTENTION Ask the show organiser which media are invited and get them to your stand. If the organisers allow, have some of your marketing material in the media lounge.

1 MEASURE YOUR RESULTS Do an honest assessment of what the successes, challenges and failures of the show were. Let the staff tell you their experiences about what they felt worked and what did not. By objectively evaluating and measuring your goals, you will be able to determine if you had a successful show. These insights will help you when planning for the next show.

2 FOLLOW UP ON CONTACTS How you follow up will depend on how you classified your contacts. Will they get a thank-you email for visiting your stand or a phone call from your sales team? Remember that time plays a major role in closing a deal, so strike while the iron is hot.

3 RESERVE YOUR STAND FOR THE NEXT SHOW If your goals were met or exceeded, there is no doubt that you will want to exhibit again. Book early so you can get a prime location.

www.theplanner.guru

Exhibitions are an enormously important part of the marketing activities of most types of business.

Research confirms that opportunities to get face-to-face time with customers and potential future clients remain an incredibly valuable THE EXHIBITION PLANNER 2017 • tool for developing new business

29

HOW TO

Make your stand

ATTRACTIVE 3

1

CREATIVE DESIGN CONCEPTS An effective

strategy that drives consumers to an exhibition stand is essential and social media is starting to play an increasingly important role in events, as is a mix of virtual and the real world. In other words, digital signage, interactive user experiences and mobile technology make an exhibition stand more fun. Exhibition visitors are looking for an in-and-out experience – a quick gathering of information, and then back to work – which makes the digital gathering of information a prominent consideration for exhibitors.

Digital marketing could play a key role in generating leads.

2

TAKE A NEW 'STAND' Some

designers work with fluid spaces that fit in with the venue’s surroundings, and stand out in the crowd.

A few well-selected furniture pieces can lend a nuanced flavour of the brand to the entire space. Different types of lighting, touchscreens and interactive user experiences come up trumps. Every client wants a custom design. The duty of an exhibition designer is to match that need with a unique solution. Rather than just recommending a custom or rental exhibit based on their budget, the focus is on the end result, taking into account the available resources.

COLOUR ME...

NEUTRAL? Colour

schemes are calming down – they still incorporate company colours but basic designs and furniture are entering a hue of calming colours. Beiges, greys and golds are becoming more prominent in overseas events, and understandably so. With all the hustle and bustle at any exhibition at any given time, the thought of escaping to a bit of peace among the chaos makes sense. Creating an experience that stands out will do well to draw more traffic and, once the visitors are at the stand, the power of human interaction, interest and engagement cannot be trumped.

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THE EXHIBITION PLANNER 2017 •

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HOW TO

GREENING TIPS for a sustainable stand

More and more exhibitors are becoming aware of the need for environmentally sustainable stands. The Event Greening Forum shares its top tips to help you plan your stand to make it the greenest it can possibly be.

CHOOSE SUSTAINABLE MATERIALS Consider incorporating up-cycled and salvaged materials such as pallets, tyres and oil drums into your stand. The wood used should carry the Forest Stewardship Council (FSC) logo to certify that it was grown and harvested sustainably. Exhibitions generally create a lot of waste. As a result, stand contractors and exhibitors need to ensure that unwanted stand elements are disposed of responsibly after the event.

HANDOUTS AND GIFTS Handing out brochures may be common practice at exhibitions, but it is one of the biggest waste generators. Instead of printing out brochures, find innovative ways to capture attendees’ details and follow up by sending them electronic collateral. If you are giving away gifts, consider ones that are reusable, recycled or recyclable, and locally produced.

CSIR ICC stand at Meetings Africa 2017

OFFSET YOUR CARBON FOOTPRINT What better way to neutralise your carbon emissions than by investing in a carbon-offset scheme? There are numerous companies that can assist with this process. Choosing to have indigenous plants on your stand and donating them to a charity or local community afterwards will also help.

CHECK YOUR ENERGY USAGE Appliances and lighting can draw a lot of energy, as well as waste energy in standby mode. Source energy-efficient lighting options and switch appliances off at the end of each day of the exhibition.

TELL PEOPLE ABOUT YOUR GREEN STAND Don’t be shy: shout about what you have done on your stand in terms of sustainability. People love to see and work with companies that have incorporated sustainability into their daily business practices.

LOCAL IS ALWAYS LEKKER Other than the obvious socio-economic benefits you’ll be passing on to a local company by selecting local suppliers, your materials and stand elements will be travelling a shorter distance, and help is on hand should you need it!

OPT FOR A MODULAR, ROBUST STAND DESIGN If your stand can be taken apart easily and reconfigured in different ways, you’ll be able to use it in a variety of applications. This is not only cost-effective, but will save you from creating custom stand elements each time they’re required.

PLAN MEETINGS ON YOUR STAND Encourage meetings to happen at your stand, so you can cut down on travel time to and from clients. Exhibitions are great places to reconnect with clients, and suppliers.

32 • THE EXHIBITION PLANNER 2017

Scan Display at Markex 2016

+27 (0)82 891 5883 lynn@eventgreening.co.za eventgreening.co.za

www.theplanner.guru

HOW TO

SAFETY 1 In the current global political climate, the challenges to safety at events and exhibitions are numerous: identity fraud, bomb threats, theft, terrorism, dronejacking and kidnapping are all real threats in many countries. Aside from the big threats, though, there are safety precautions exhibitors can apply at stand level that will aid in providing a safe and secure environment for everyone involved. If you are an exhibitor and are not sure where to begin, here are three tips from the African Association of Exhibition Organisers to get you started. www.theplanner.guru

COMPLETE A RISK ASSESSMENT BEFOREHAND A risk assessment can be simple or detailed, but it needs to be documented and initiated at the planning stage of the exhibition.

You should include the construction, operation and dismantling of the stand. Cover areas like stand construction, fire safety, health and safety, electrical safety and any risks that could arise from specifications of the stand.

If the organiser builds the stand (shell scheme), you need only assess the use of the stand after construction – i.e. decor, use of electric points, cooking demonstrations, lasers, pyrotechnics, storage or use of flammable materials.

2 3

KNOW THE EMERGENCY PROCEDURES OF THE VENUE We all hate safety

drills, but knowing what to do in times of emergency is imperative to keep your staff, subcontractors and visitors safe. Every reputable venue and organiser should have a detailed emergency plan covering, at the very least, what to do in case of a fire, bomb threat or evacuation.

It is your responsibility to make sure you and everyone on your stand know what to do and where to go in case of an evacuation. Train, train, train.

PREPARE FOR MEDICAL EMERGENCIES In

a medical emergency, every second counts. If no one on your stand is trained in first aid, you need to know exactly where to find help when you need it. Emergency contact numbers and the stand number need to be displayed clearly so that emergency services know where to go. All incidents need to be recorded in detail and reported to the organiser, including the casualty’s contact details, nature of injury and treatment.

AAXO will be dedicating 29 January to 2 February 2018 solely to this important aspect of exhibition planning.

For more info: www.aaxo.co.za or contact Pat Lofstedt on +27 (0)11 549 8300 or at info@aaxo.co.za.

THE EXHIBITION PLANNER 2017 •

33

HOW TO

#techsavvy Karmen Vladar shares four ways that technology can enhance your exhibition experience.

1

iBEACONS AND ANALYTICS

2

RISE OF THE ROBOTS

3

DOMINATE WITH SWAG

4

The increasing proliferation of iBeacon technology is great for exhibitions and the insight it provides can be invaluable, allowing organisers to deliver personalised and location-specific content to visitors as they move around exhibition venues. An attendee walks past an exhibitor? Up pops a marketing message or material on their phone. Session just finished?

Push out speaker surveys to everyone’s phone as they leave the venue. iBeacons and analytics can also act as a replacement for GPS, allowing visitors to navigate their way around exhibitions. Perhaps most importantly is the information and data they can provide to organisers. Analyse the routes visitors take through the venue to make it easier to navigate next time, or look at the heat maps and dwell times to see which exhibitors were pulling in the crowds. These insights will be very useful when it comes to proving your ROI or planning future exhibitions.

Robots are guaranteed to get people talking and draw attendees towards your stand. At a recent exhibition in London, we partnered with a company that supplied us with a remote-controlled robot.

We placed a tablet around his neck through which we captured leads.

Not only was the robot a major conversation starter with visitors, but it also allowed us to capture leads with notes electronically, saving time. The same can be said for drones, which create genuine excitement as they zip around your exhibition and can add some real value afterwards.

All that aerial footage your drone has been filming makes for some fantastic, engaging content that you can use in your postexhibition communications, across your social channels and in your marketing endeavours for your next exhibition.

Replace the pens and lip balm that you plan to hand out at your stand with something clever that will ensure that visitors think of you each time they use it. Hand these out to hot prospects only.

Collect their contact details before handing your goodies to them.

Think of something that they might need at the exhibition, like a power bank with your branding on.

Instead of printing programmes and visitor packs, use app technology at your next exhibition so that all required material (anything from their favourite exhibitor’s collateral to a map of the exhibition) is readily available for them to peruse.

Visitors can email themselves the collateral or even forward it to a colleague or potential client, keeping your exhibition “live”.

GO GREEN

KARMEN VLADAR is a self-proclaimed tech junkie and strong advocate for improving communication and measurement at conferences and events. She is the marketing manager at Lumi.

Karmen has worked at Lumi's head office in the UK, where she gained insight into the international events industry.

34 • THE EXHIBITION PLANNER 2017

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Upcoming Events 6 - 8 June 2017

13 - 15 September 2017

Ticketpro Dome www.africaautomationfair.com

Ticketpro Dome www.internationalsourcingfair.co.za

6 - 8 June 2017

25 - 26 October 2017

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Accra Convention Centre, Accra Ghana

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6 - 8 June 2017

7 - 8 November 2017

Ticketpro Dome www.pollutionwasteafrica.co.za

Emperor’s Palace www.fibo.com

19 - 21 July 2017

22 - 25 March 2018

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15 - 17 April 2018

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Durban Exhibition Centre www.decorex.co.za

Gallagher Convention Centre www.decorex.co.za

Part of:

CTICC www.iltm.com/africa

18 - 20 April 2018

9 - 13 August 2017 Gallagher Convention Centre www.100percentdesign.co.za

Part of:

19 -20 April 2018

31 Aug- 2 Sept 2017

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27- 30 April 2018

31 Aug - 2 Sept 2017

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Contact our team of experts and we will ensure that your next event is a success.

T: +27 (0)11 549 8300 | E: info@reedexpoafrica.co.za | W: www.reedexpoafrica.co.za

reedexpoafrica All shows and dates are subject to change

T H E B A C K PA G E

LET THEM FLOCK TO YOUR STAND Hear ye, hear ye! Miss Xzibit shares five ways to attract people to your stand.

1

Illustration: Nicolene Louw

GET TO THE POINT Customers know what they want and often don’t have much time to spend browsing stands.

Provide a clear indication of what product or service you are offering in order to optimise stand efficacy. You can do this by making marketing material clearly visible and available on the stand.

Be sure to have product samples on display as this will evoke interest and give stand staff the opportunity to promote the product.

2 3 4 5

DESIGN A SEDUCTIVE STAND

ENGAGE AND INTERACT

MAKE USE OF TECHNOLOGY

The stand’s structure should be open and accommodating, creating room for easy traffic flow and interaction. Make your stand alluring to the customer by creating height and using lighting to enhance features on the stand. Add to aesthetic appeal by using colour, motion and bold graphics as well as incorporating international trends such as using unfinished timber.

Add as many interactive components as possible to the stand. You can do this by offering refreshments, having branded and innovative giveaways or running quick and easy industryrelated competitions.

Other ways to promote interaction is to provide customers with an area in which they can comfortably sit and relax or charge their mobile phones while being informed about your product or service.

Appeal to all five senses and give customers a comprehensive experience by incorporating leading technological elements on an stand. Making use of touchscreens, iPads, flexible LED screens that wrap around corners, and audiovisual displays in a strategic manner will encourage more people to visit a stand. Do not neglect mobile phones and make a mobile show application available to facilitate easy interaction between visitors and exhibitors.

SELECT EXCEPTIONAL STAND STAFF Ensure that they are well informed, motivated and presentable. They should be approachable and able to draw customers in. Stray away from the norm of promotional staff in plain clothes and make an exhibition stand interesting by adding innovative and unique aspects to your brand. Dress staff in clothes that will make visitors curious and want to enquire about the product.

INDEX TO ADVERTISERS AAXO Barmotion Compex CTICC EFAM Exhibitions

36 • THE EXHIBITION PLANNER 2017

24 22-23 2 IBC 30

GL events Goscor Access Rental Inspire Furniture Rental & Sales Johannesburg Expo Centre Khoja Group

5 31 OBC IFC , 25 4

Reed Exhibitions Resource Design Sandton Convention Centre Scan Display Specialised Exhibitions Montgomery

8-9, 35 20-21 10-11 12-13 OFC, 28

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SIZE DOES MATTER

Big.

Spaces

Better.

Options

Best.

Experiences

It’s been said that size doesn’t matter, but when it comes to creating extraordinary experiences for your guests, delegates or attendees, we have to disagree. That’s why we recently expanded the CTICC with the sole aim of giving our clients and guests more…

More space. More flexibility. More award-winning cuisine. More attention to detail. More convenience.

More breathtaking views. More parking. More facilities.

All of which give you more opportunity to transform your meeting, event, conference or show into a truly extraordinary experience.

To discover the massive positive impact our bigger and better convention centre can have on your brand or business, contact the CTICC today on +27 21 410 5000 or email sales@cticc.co.za