exhibitor express  

________________________________________

FREE Trade Show Training newsletter - e-mail joy@donovan.co.za for subscription or press remove at bottom of page

________________________________________

Printed with the permission of EXSA, an extract from an article that appeared in S.A. Conference,  Exhibition and Events Guide:

EXSA, Exhibition Association of Southern Africa, has launched a number of initiatives aimed at bringing exhibitions into focus as the most direct and potentially most effective form of marketing, with a massive potential for return on investment (ROI)

Having completed demographic research, published in June 2002, the Association has now commissioned independent research company, Research Services, to assist it in uncovering valuable statistics and information regarding the adspend allocated to exhibitions among South African companies.

'We need to know where that marketing spend is going. This is likely to tie in with attitudes of marketers and their perceptions of exhibitions. What obstacles do they encounter? Why aren't they using exhibitions to good effect?'.

Ármed with this information, we will be able to more finely pinpoint areas of focus for EXSA's communication and education drive among marketers, advertising and public relations agencies and exhibitors'.

Shirelle Raubenheimer, general manager of EXSA believes there is a general lack of knowledge that leads to common mistakes before, during and after participating in an exhibition.

Properly approached, exhibitions will prove time and again to be the most direct and cost-effective marketing tool. However, I don't believe exhibitors have the necessary tools to make sure they do it efficiently and get a return on their investment.

Exhibitions need to be approached as an exact science; and with a business-like approach. Properly managed, companies should have expectations of at least 100% ROI. In many cases, such as in decor and gift industries, exhibitors are making a 3-400% ROI, according to trade research.

A key objective remains educating exhibitors and organisers alike as to how to make exhibitions work for them. This includes setting smart, specific and measureable goals and sound pre- and post-show management. EXSA's web site offers excellent professional advice in this regard and makes booklets available to assist exhibitors. (www.exsa.co.za)

In addition to educating the market, EXSA is on a mission to lift standards, says Raubenheimer. 'We are in the process of benchmarking to international standards, for among others, show organisers and even in the skills development arena'. 

As part of raising standards among organisers, EXSA has begun an initiative to have every organiser ABC audited. 'Initial reaction from members has been unanimously favourable and we now need to bed it down and ensure that they are implementing this process'. 

Specialised Exhibitions, South Africa Rai, Exhibitions for Africa (formerly Reed), Nichepro and SARCDA have already committed to this route and have commenced with the process.

'Once in place, ad agencies, marketing agencies and media houses will be able to look at audited figures of various exhibitions. I believe this will also go a long way to helping them understand the power of the medium'.

Rogue organisers will have no protection, as exhibitors will have the assurance that the information provided by ABC audited organisers is true, and not embellised for the purpose of attracting exhibitors with false promises.

In terms of skills development, EXSA is also in the process of formulating unit standards and outcomes for the Sector Education and Training Authority (SETA) in terms of the National Qualifications Framework (NQF).

'Nowhere is there recognised skills training available, specifically for the exhibition industry. Once our work has been officially approved by SETA, we will commission service providers to rewrite training manuals for a host of different areas, from general education on exhibitions for exhibitors and organisers respectively, to freight handling on site and client interaction'.

Much further down the line, she says, EXSA hopes to open a school in exhibition training, so school leavers and people already in the industry will be able to obtain formal qualifications.

_______________________________________

Exhibitions for Africa (formerly Reed Exhibitions) will be hosting a 1-hour exhibitor workshop on Thursday 31st July at Sandton Convention Centre, aimed at improving the return on the exhibition investment. Price R199.00 plus VAT, per delegate. Please contact Tracey Coleman at Exhibitions for Africa to reserve your place, e-mail traceyc@reedexpo.co.za or phone 886-3734.

_______________________________________

There will be a 3-hour exhibitor workshop in Cape Town on 8th July - more details in next week's newsletter. Please e-mail Joy Donovan at joy@donovan.co.za if you would like to book a place.

________________________________________

'The third annual Same-sex Wedding Expo has just been held in New York, attracting 700, evenly split between gay and lesbian couples' reports the Sunday Times. Now I'm a firm believer in the benefits of niche exhibitions but isnt this defining the market too tightly. The article went onto state that the members of the Association of Bridal consultants rarely specifically target the same-sex community, most happily accommodate them but it raises a host of new issues, e.g. 'how do you handle guys coming into bridal shops to try on wedding dresses'.   

________________________________________

If you would like to find out how to maximise your exhibition results then diarise to attend the 3-hour exhibitor workshops that EXSA Exhibition Association of Southern Africa will be hosting in Johannesburg on : 

      30^th July     27th August  

for more information on attending these workshops, please click on the date of interest. EXSA is in the process of being accredited as a training provider, therefore the cost of the workshop can be reclaimed from Skills Levies paid. To see what delegates to previous workshops thought, please click here. Visit EXSA for complete exhibition calendar at www.exsa.co.za  

________________________________________

The purpose of this newsletter is to help you achieve maximum results from trade exhibitions. There will be regular free tips and advice that will pep up your performance and help you gain the best return on your exhibition investment. If you have specific questions on exhibiting, please e-mail them to: joy@donovan.co.za or phone 011-326-0900. More free help and advice is available at www.exhibitor.co.za Please feel free to pass this newsletter onto friends and colleagues, who can arrange their own free subscription at joy@donovan.co.za

________________________________________

The workshops and this e-mail is presented by Joy Donovan M.D. of South Africa’s first Trade Show Training company. Joy’s 30 + years in the exhibition industry, mainly as an exhition organiser, well equipped her to identify the need in the exhibition market and produce training that significantly improves results. If you require information on in-house exhibitor training, coaching or mentoring, please e-mail joy@donovan.co.za  phone 011-326-0900 or fax 011-787-4254.. 

________________________________________