TheBrandRace

Exhibition organisers, venues, associations, and service providers from countries all around the world are uniting behind a global initiative to stage the first ever “Global Exhibitions Day” on 8 June 2016.
Driven by Paris based UFI – The Global Association of the Exhibition Industry, and Dallas based IAEE – The International Association of Exhibitions and Events, a growing list of associations and industry players have pledged to join forces to promote the industry and to highlight its achievements.
“There are many great national and regional initiatives, addressing exhibitors, visitors, policymakers, and other stakeholders. Uniting these achievements under one common umbrella will strengthen the messages and multiply the reach”, says Sergey Alexeev, UFI President, and Julie Smith, IAEE Chairperson.
The campaign will focus on messages that promote the value of exhibiting for companies, the key support role of exhibitions for the development of trade and internationalisation, and the stimulating role exhibitions play in driving innovation and competitiveness of companies. At the same time, Global Exhibitions Day is also meant to be a celebration of the people working in the exhibitions industry, showing the excitement and career opportunities that the industry has to offer.
While it is the intention that Global Exhibitions Day will grow as an event in the coming years, the initiative will be truly global from its very beginning. Already today, industry leaders from all continents have pledged their participation. “We are amazed by the support this idea has received already“, says Kai Hattendorf, UFI Managing Director, and David DuBois, IAEE President and CEO. “As preparations progress, we’re inviting every player in our industry to get involved as well.”
List of associations currently members of the task force: UFI (Global), AAXO and EXSA (South Africa), AEFI and CFI (Italy), AEO (UK), AFE (Spain), AUMA and FAMAB (Germany), CEFA and CENTREX (Central Europe), EEIA (EU), IAEE and SISO (USA), IECA (Indonesia), IEIA (India), LECA (Lebanon), PCEI (Poland), RUEF (Russia) and UNIMEV (France).
If you want more information about how you can participate in “Global Exhibitions Day”, please contact: UFI, Christian Druart at

As the Association of African Exhibition Organisers (AAXO) grows and expands, part of the vision of the organisation is to form partnerships with other bodies that share in AAXO’s vision of a profitable and thriving exhibition industry. This is in keeping with the mandate of the Southern African Association for the Conference Industry (SAACI), and for this reason, AAXO and SAACI have entered into a strategic partnership which will result in a greater number of benefits for members of both organisations.

SAACI represents various industry sectors such as conferences, exhibitions, services, technical providers, transport services and venues, whilst AAXO was formed to be the voice of exhibition organisers. The synergy between the two bodies and their interactions within the exhibition industry presented an opportunity for co-operation and resource-sharing. The agreement will allow for the exchange of ideas between the two bodies, as well as providing increased opportunities for members of both organisations to connect. Members now have the option to attend both AAXO and SAACI networking sessions and training courses, which increases the body of knowledge within the entire sector.

Carol Weaving, member of AAXO says that the partnership made a lot of sense with regards to giving members added value. “SAACI is a well-oiled machine, with great benefits for members and fantastic relationships and a strong reputation within the industry. Collaborating with them will give AAXO members access to SAACI resources – and vice-versa – and it gives us both an opportunity to enhance the level of professionalism in the South African and African exhibition industry for the good of all who work within it.”

Adriaan Liebetrau, the Chief Executive Officer of SAACI, agrees. “The key messages and take-aways from our congress this year was the need to collaborate. This collaboration is not just for our member’s individual businesses but also for all the associations in the business events sector. SAACI is a firm believer that we should not just grow the proverbial slice of the pie but we need to grow the pie. As South Africa, Southern Africa and the African continent at large is showing great growth potential in business events with many new venues and hotels being constructed we need to find ways to work together in the best interest of our members and stakeholders. Partnering with AAXO is another step in the right direction and we are excited of this new formed partnership between our two associations.”

For more information on AAXO and the partnership agreement with SAACI visit www.aaxo.co.za or contact Cindy Wandrag on 011 549 8300 or . For membership inquiries, including a full list of membership benefits and information on how to join, contact

Understanding the digital landscape is vital for any brand that wants to market itself successfully. With new technology, new social media platforms and new trends all changing and shaping the way that customers interact with brands, the Association of African Exhibition Organisers (AAXO) has recognised the need to support and educate members on this topic. To help exhibition organisers to keep their fingers on the pulse of digital marketing and use it to their best advantage, AAXO will be hosting their first-ever organiser training session on Digital Marketing in early 2016.

On Wednesday the 10^th of February 2016, AAXO members can attend a series of empowering and informative sessions designed to give them the tools to market their exhibitions effectively. AAXO’s mandate is to provide exhibition organisers with the tools and resources to run successful exhibitions. The Digital Marketing training event is AAXO’s inaugural event for organisers, following on from an extremely well-received Training Day for member-associated exhibitors. The agenda for the Digital Marketing event includes guidance on how to develop an effective digital marketing strategy, training on using social media effectively, trends in digital marketing for 2016 and understanding the legislation around the Protection of Personal Information Act.

The day will also include the much-anticipated formal launch of AAXO, which will be held at 15:00 after the training has been completed. Attendees can expect the release of AAXO market research results, and then participate in an industry networking function. This not-to-be missed event will host exhibition organisers, venue representatives, suppliers and service providers, representatives from stakeholders such as SA Tourism and the Department of Trade and Industry, other association partners and the media.

According to Leatitia van Straten, Board member of AAXO, “AAXO has been shaking up things in the industry for a few months now, and since its inception we have been tackling issues head on. The training day and launch event on the 10^th of February will be an exciting opportunity for us to formally introduce ourselves to the industry, as well as provide our members with the chance to sharpen their digital marketing skills”. She adds, “We expect a huge turnout – this event is the start of great things for AAXO and its members!”

For more information on AAXO visit www.aaxo.co.za or contact Cindy Wandrag on 011 549 8300 or .

For membership inquiries, including a full list of membership benefits and information on how to join, contact

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Building better exhibitions through knowledge-sharing and education: AAXO held their first-ever Exhibitor Training Day

Exhibitions are a powerful way to connect with customers in an increasingly tough business environment. However, to make the most of the opportunity, there are a number of factors that need to be considered by exhibitors. For this reason, the Association of African Exhibition Organisers (AAXO) hosted their first-ever free Exhibitor Training Day on the 14th of October 2015, which was a resounding success. The event was extremely well attended and received a great deal of positive feedback. It also underscores AAXO’s commitment to provide value for AAXO-associated exhibitors, in order to contribute to a profitable and thriving exhibition industry.

The Training Day was held at the Ticketpro Dome, where a superb line up of industry experts addressed a packed room of over 100 people on the different aspects of creating a high-impact exhibit. The talks covered a wide variety of topics including how to set targeted and strategic objectives to ensure a measurable return on investment; how to generate leads and close sales; what to consider when planning a stand; marketing opportunities; the technological advances that can give a stand an edge; environmental issues related to exhibiting; how to train and brief staff and how to make the most of sponsorships. Question and answer sessions were held after talks in order to give attendees a chance to clarify issues and get further information, and the day also included a networking session for delegates and presenters.

At the end of the day, exhibitors received a Certificate of Participation, indicating that they had attended the training. Exhibitors were also informed about the AAXO “badge of approval” – a badge stating that exhibition organisers that are AAXO members are AAXO approved and thus adhere to the AAXO code of conduct. This gives exhibitors peace of mind as they are reassured of the quality and credibility of an exhibition or organiser.

Carol Weaving, Chairperson of AAXO, is thrilled by the feedback received after the Training Day. “The response from organisers, sponsors and exhibitors has been absolutely phenomenal. The event turnout was excellent and the quality of the presentations ensured that all who attended derived a great deal of benefit from the day.” She adds, “This event has set the bar for future AAXO events and demonstrates that we are a dynamic organisation that is pushing for change and growth within the industry. We look forward to going from strength to strength and invite our industry colleagues to join us.”

Adriaan Liebetrau, Chief Executive Officer, Southern African Association for the Conference Industry (SAACI) commented, “For a first event it was a great success, I certainly learned a lot of new things and was amazed by the technology – the day was absolutely trend setting.” SAACI has also indicated an interest in conducting a joint training session with AAXO for 2016.

AAXO would like to thank all of those who presented at and attended the Exhibitor Training Day. AAXO also gratefully acknowledges the contribution from the sponsors of the day: the Ticketpro Dome, The Dome Banqueting, Inspire Furniture Hire, the 3D Group, AVI Africa, GL Events South Africa, Orange Orbit Productions, Concept G Exhibitions and Events, Lodge Events Security, Kingfisher Promotions, Scan Display, Seriti Security Services, Alliance Safety Management and African Show Services.

For more information on AAXO and their upcoming events go to www.aaxo.co.za or contact Cindy Wandrag on 011 549 8300 or .

For membership inquiries, including a full list of membership benefits and information on how to join, contact

With the impact of the global economic challenges and an explosion of technology and digital media, there are some that question the on-going value and importance of exhibitions and face-to-face marketing. Exhibitor feedback and research surveys suggest otherwise, highlighting that exhibitions remain a powerful medium to source new customers, engage with existing customers, build brand awareness, launch new products and generate sales and sales leads.

Specialised Exhibitions Montgomery corroborates this view with evidence that its broad portfolio of exhibitions continues to deliver a good return on investment for exhibitors and provide world-class events for visitors keen to see the latest in products, services, technologies and trends.

“As a locally registered business, we have been organising industrial trade shows since 1968 and offer South Africa’s largest portfolio of exhibitions servicing business to business sectors of the South African economy,” says Gary Corin, Managing Director, Specialised Exhibitions Montgomery. “We are growing our brands regionally across Gauteng, KwaZulu-Natal and the Western and Eastern Cape, whilst also increasing our African footprint. This strong growth has been supported with the expansion of co-located conferences, content-rich free-to-attend seminars and other industry related initiatives. We have always been open to new business opportunities and that has been part of our success.”

Specialised Exhibitions Montgomery is a member of 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. The acquisition of Exhibitions for Africa (EFA) in late 2007 by Specialised Exhibitions Pty Ltd, created a major force in the 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 but the acquisition was effected professionally to the benefit of all parties.

“Since the 2007 acquisition of EFA we have continued to put all the right building blocks in place and Specialised Exhibitions Montgomery is now ready to further grow its portfolio of events,” explains Corin. “We are inviting companies looking for partners in the trade show space to get in touch and start a conversation with us, including those potentially looking at selling their trade shows.

Specialised Exhibitions Montgomery’s current portfolio of trade shows includes Electra Mining Africa, Interbuild Africa, Electra Mining Botswana, KZN Industrial, Propak Africa, Propak Cape, Securex South Africa, A-OSH Expo Africa, Food and Hospitality Africa and Markex.

“The growing interest in the African market positions already-established local exhibitions to be used as a springboard into the rest of the continent for international brands that may not as yet have a presence in the region. There are significant prospects for growth and we look forward to partnering with likeminded organisations in taking this opportunity forward.”

The Specialised Exhibitions Montgomery brand is “synonymous with integrity and professionalism; a company that aspires to the highest possible service standards, with a focus on customer care,” says Corin. Always striving for excellence, Specialised Exhibitions Montgomery was recognised earlier this year as ‘Best Organiser’ in the annual PMR.africa Leaders and Achievers Awards and received the Diamond Arrow Award. Electra Mining Africa also got the top award for the best trade show (6,000sqm+).

CONTACT:

Gary Corin
Managing Director
Specialised Exhibitions Montgomery
Telephone: +27 (0) 11 835 1565
Email:

Whether you were you unable to attend the AAXO Exhibitor Training Day or you just want to download your best presentations, we have placed them here for you to download and share.

amanda cunningham
Entrepreneur, exhibition director, marketer and most recently working mother. Big risk equals big reward, says Amanda Cunningham owner and exhibition director of The Wedding Expo.The Wedding Expo has in a short number of years become the most comprehensive and trusted event on the bridal industry calendar and it all began in 2002 funded by what little personal money Amanda had to spare.Having worked in the public relations, events and exhibitions industry both in London and Johannesburg Amanda saw an opportunity to bring a top quality, stylish bridal event to the bride-to-be. But Wedding Expo is not all this entrepreneur does; Amanda was until 2008 operating her own public relations consultancy with SAADA (South African Antique Dealers Association) as the largest client for 11 years.
Download Budgeting your Companies Marketing Spend and Managing your Exhibition Budget

Brian Prowling
Brian Prowling has over 12 years industry experience. He has worked with GL Events Oasys for a number of years.He was formerly the General Manager for GL Events in Durban before becoming General Manager and Commercial Director for GL Events South Africa.
Download Plan your Stand Design

Carol weaving
Carol Weaving, Managing Director of Thebe Reed Exhibitions, has a diverse working background in the business tourism and events industry. Over 28 years, Carol’s career has expanded through many sectors within the industry, her knowledge and expertise spans across exhibition management, events, conferences as well as venue and facility management.’Thanks to Carol’s continued passion, hard work, dedication and management, Thebe Reed Exhibitions is setting trends across Southern Africa’s event and exhibition industry, allowing the company to expand its footprint across the African continent. With her proven ability to innovate and lead big teams, Carol brings a unique and unstoppable force to the Thebe Reed Team. A strategist at heart, Carol delights in growing both personally and professionally as well as empowering her team to reach new heights and develop their own path to success. She sees the growth of her team as her greatest achievement to date.
Download Welcome and an Overview on AAXO

Conrad kullmann
3D Group established in 1995 is a group of strategic business units specialising in the supply of a comprehensive range of products and services for exhibitors and exhibition and event organisers alike.Conrad is 3D Group’s Sales and Marketing Director.
Download My Exhibit, My Show, My Return

Frank Tilley
Frank has 25 years of consulting and facilitation experience- specializing in “Branding and Training the Sales, Service and Leadership Image” in businesses.He defines and develops your PeopleBrand. He has consulted to large and small organizations throughout Southern Africa, in Australia and the United States. His practical and easily implementable methodologies have assisted organizations in defining and creating consistent Skills and Practices throughout their business. In the tough markets that exist today, the PeopleBrand and Sales Effectiveness of organizations has become a critical differentiator.
Download Setting Goals and Objectives for your CompanyDownload Managing your People Brand

gary corin
Gary Corin has been with Specialised Exhibitions for over 18 years, holding the positions of marketing director and chief operating officer prior to his becoming managing director. He has gained experience in all facets of exhibition organising, 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 into a general management role within the business. Besides leading a multi-disciplinary team, Gary has remained a keen academic. He attained his BTech in marketing from the University of Johannesburg, became a chartered marketer through the Services SETA, and completed his MBA through the University of Hull in the UK. One of Gary’s favourite pastimes is spending sports-related time with his family. In his spare time he assists with the development of cricket at school and community level. He’s also completed five Comrades ultra-marathons.
Download Gary’s Presentations

Justin hawes
Justin Hawes is a Chartered Accountant with a BCom, BAcc and H Dip Tax from Wits University, Johannesburg, South Africa. He has been MD of exhibition, events and display company, Scan Display Solutions (Pty) Ltd, since its formation in 1996.In 2009 Justin established the Event Greening Forum (EGF), a non-profit initiative aimed at promoting sustainability in the South African events industry. He is currently the Chairperson for the EGF. Justin has also served on the Executive Committee of the Exhibition and Event Association of Southern Africa (EXSA) for six years. He was the Association’s Chairman in 2005 and Vice Chairman from 2002 to 2004.In 2011 Justin was voted on to the marketing committee for the International Federation of Exhibition and Event Services (IFES), and in 2012 he was voted IFES Treasurer. He is the first African to be on the IFES Board. Justin was a Boss of The Year Awards finalist in 2011, and an Entrepreneur of the Year Finalist in 2012.
Download Greening your Stand

Lance gibbons and katie reynolds
Lance Gibbons is the publishing director for Film & Event Media, having cut his teeth in the international film service industry. Lance has brought this knowledge to both Film and Events sectors, creating trade journals which drives growth for our industries and offers business solutions for companies working within these sectors. Lance has a passion for horses and competes nationally on the Eventing-Cross-Country circuit.     Katie Reynolds is the editor of all the publications in the Film & Event Media stable, including the Event Magazine, the Callsheet Magazine, the Event Planner’s Guide to Africa, and the Filmmaker’s Guide to Africa. She oversees all special projects and cross-platform products, such as regional meeting planner’s guides, show guides, and digital daily news.
Download Working with the Press

mitch bowker
Starting in the tech-corporate world and gaining his experience there, Mitch decided to use his strategic and conceptual expertise for the experiential advertising world by creating new innovative ways to market brands at exhibitions, events and by creating experiences.
Download Planning your Stand Engagement

Projeni pather
For many, parenting includes the daunting task of sleepless nights worrying about high temperatures, cooking after a long hard day, going through homework and having to manage vigorous tantrums and other upsets. These strenuous tolls placed on being a parent can be even more overwhelming when you’re a mother of two, wife, accomplished business founder and editor-in-chief of MamaMagic Milestones magazine.But for Projeni Pather, Managing Director of Exposure Marketing, heading up the biggest and greatest parenting expo in Africa, worth all the long hours, sweat and tears that she has had to endure over the years. Just ask Pather about her ‘baby’ and her eyes light up immediately. Passionate about what has become Africa’s largest baby and parent exhibition, Pather’s enthusiasm and energy rubs off on everyone working around her. But Pather is aware that each year she has to ensure organisers are on top of their game, able to offer the best products available, exposing parents to new products, services and advice in the most comfortable environment possible. Thus she sees it as her duty to raise the bar for herself every year.
Download How to Promote your Stand

sugan pillay
Event strategist, destination marketing and tourism expert, Sugen Pillay is currently Commercial Director at Thebe Reed Exhibitions. With over 15 years senior management experience in the events and tourism sectors, Sugen has served at all three levels of government in South Africa. Over the years he has developed strong networks with industry players in the public and private sectors and has played leading roles in many of the major international events hosted in SA including the 2010 FIFA World Cup.Sugen holds a Master of Commerce Management degree from the University of KwaZulu-Natal – dissertation topic: Developing an Events Strategy for Durban. He completed his Bachelor of Arts degree in Politics and Sociology at the University of Durban-Westville. He also won a British Council scholarship to complete a three month coursework Masters Degree in Environment & Development at Sussex University in the United Kingdom. His leadership skills earned him senior positions in various civil society organizations where he passionately contributed towards the growth of our country. Sugen participated as speaker and facilitator at numerous international and national conferences and workshops within the events and tourism sectors.As Commercial Director for Thebe Reed Exhibitions his role is to secure partnerships with stakeholders from the public and private sectors, provide strategic support to the group in growing existing events and sustaining the commercial viability of events owned and managed by Thebe Reed Exhibitions through the securing of sponsorships
Download Taking Advantage of Sponsorship Opportunities