With economic growth dominating emerging markets such as the African continent and the BRICS countries, South Africa’s position on the global exhibition landscape is set to strengthen and grow as it meets increasing demand.
Brad Hook, ,Portfolio Director with Specialised Exhibitions Montgomery
Explains Brad Hook, Portfolio Director with Specialised Exhibitions Montgomery, “For a long time now, first world countries have been the powerhouses of mega trade-fairs. The UK, Europe and North America produce enormous exhibitions that in some sectors have become the premier ‘buying’ exercises through the supply chain.
“But with first world economies continuing to endure the pressures resulting from the global market crash of 2008 as well as the density of competition in these regions, the BRICS economies are now heralded to produce the future opportunities for the geo-cloning of major exhibition titles, as well as organic growth due to the formalising of market sectors in these regions.”
“The interest in South Africa is two-fold, he says. Firstly; it encourages international exhibition organisers to consider investing in the region, and secondly it better positions already established local exhibitions to be used as a springboard into South Africa and Africa for international brands that may not as yet have a presence in the region.
Adds Hook, “The fact is that business-to-business (B2B) exhibitions and trade fairs have long been the preferred platform for engagement, hosting, and promotion by some of the world’s biggest brands. B2B exhibitions are designed to promote face-to-face marketing while communicating a company’s brand and service offering in a live environment– this is a tried and tested formula that succeeds. We don’t believe there are any other platforms that can deliver such high levels of Return on Marketing Investment (ROMI) when used properly.”
Trade fairs and exhibitions in South Africa are evolving in line with international expectations and trends and are playing a crucial role in the marketing campaigns of companies looking to promote product, initiate or close sales transactions, grow client bases, conduct market research, launch new products or services and even re-engage or demonstrate appreciation towards stakeholders.
Exhibitions accomplish a lot. They engage the five senses and get entire markets into one venue for a few days of the year – or some specific period. There is no other media option that can compete with this rich value proposition, states Hook.
Their economic impact is also significant. “Although currently immeasurable, a large trade fair in South Africa has the potential to unlock in excess of R 100 million in economic activity – and this does not take into account the degree of meaningful employment that comes as a result of it.”
Having said that, it is true that exhibitions are under pressure as a media option, with more traditional channels such as print, out-of-home, TV and radio, and to a growing extent, social media and online marketing, dominating the marketing budgets of major brands. Exhibitions remain the unsung hero of below-the-line marketing. “Exhibition media owners are having to fight harder to win accounts and create value – and that’s not necessarily a bad thing. We’re now having to compete on the basis of service, innovation and real value creation – and we can do it.”
Hook elaborates, “Real value in service must be extracted and exhibition organisers must move towards a more holistic way of managing accounts across all functions of the business.” Innovation too, is vital for the growing success of exhibitions. Already innovation in the form of automated client service features, the introduction of digital and social media, free to attend seminars, and more, is a part of the services offered by exhibition organisers. It will grow, but all innovation must be relevant to the core function of exhibition organising, which is connecting buyers and sellers in a live environment.
“The bottom line is that the exhibitions industry is honing its skills as it faces new challenges, heightened competition, as well as increased opportunities both locally and globally and is likely to rise to the occasion and offer world class options, services, products and facilities to companies across the spectrum of industry,” adds Hook.
This year, Specialised Exhibitions Montgomery will be bringing its 27-year-old hospitality, catering and foodservice exhibition – Hostex – to Cape Town from 21 to 23 May, while the marketing, promotions and events industry will have two exhibitions to look forward to in 2014 in the form of Markex Gauteng from 10 to 12 June and Markex Cape from 14 to 15 August
