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The Association of African Exhibition Organisers (AAXO) is making great strides towards achieving its mandate of adding tangible benefits and value for exhibition organisers. AAXO have kicked off with a busy schedule of activities and events, beginning with an Exhibitor Training Day in October. This event is a fantastic opportunity and an absolute must for any exhibitor wishing to get the maximum value out of their show experience and exhibitors are encouraged to register and reserve their seat in order to avoid disappointment.

The Training Day is a free event for all exhibitors affiliated with AAXO members. The comprehensive programme will cover a broad variety of topics to fully prepare exhibitors for a show, including how to plan and budget for a show; how to design a stand, plan demonstrations and create collateral material; training staff in preparation for a show; attracting the correct target market; working with the media; and following upon leads in order to generate sales, as well as many others. The day will be facilitated by expert consultant Frank Tilley, who helps businesses to develop the skills and practices that they need to navigate increasingly challenging markets. The day will be highly interactive, with question and answer sessions after each module, and will also give exhibitors the opportunity to discuss issues and queries with organisers.

The Training Day will be held at the Sapphire Room of the TicketPro Dome on Wednesday the 14th of October from 8:30am onwards and will be a hugely beneficial event for organisers to promote to their exhibitors. Seats are limited and will be on a first come, first served basis. Contact Cindy Wandrag on to book your seat!

AAXO has also reached out to exhibition venues, and will host a different venue at each monthly AAXO meeting. The venues are encouraged to give a presentation to discuss developments and relevant information, as well as give feedback around issues that need to be addressed. This is part of AAXO’s ongoing commitment to proactive stakeholder engagement. The first presentation by Julie-May Ellingson, CEO of Cape Town International Convention Centre (CTICC), provided useful insight into the CTICC 2017 extension plan and how this will affect exhibitions in that time. The next venue presentation will be done by Charles Wilson, General Manager of Gallagher Convention Centre, at the AAXO meeting on Wednesday the 23rd of September at 14h00 at Thebe Reed Exhibitions (Culross on Main Office Park, 34 Culross Road, Bryanston, Johannesburg).

Another pressing issue that AAXO is currently tackling is that of commissioning research into the impact of the exhibition industry on the South African economy. The lack of local research over the past decade has resulted in large gaps in the industry’s knowledge base and obtaining current and relevant information is a critical step in informing business strategies for organisers going forward in a rapidly-evolving African market. According to Gillian Saunders from Grant Thornton, the company undertaking the research, “We are very excited to be working with AAXO on this project. The research that AAXO has requested will equip exhibition organisers with the insight to position themselves for growth and profitability and will be of enormous benefit to the entire industry.” The research is already underway, beginning with a number of surveys conducted at various exhibitions, such as the MamaMagic Baby Expo, the Professional Beauty Expo and the Business Entrepreneurship & Franchise Expo. Another 9 exhibitions will be surveyed. Once the information has been analysed and modelled, it will be made available to AAXO members.

According to Amanda Cunningham, Managing Director of the Wedding Group and member of AAXO, “This progress highlights the dynamism and energy that embodies AAXO and how it intends to work for its members. We have achieved a great deal since our inception and we will maintain this to promote our industry and assist all of our members to grow and thrive.”

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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Exhibitions are a powerful marketing medium that brings potential customers and client’s right to your doorstep, for face-to-face interaction, question and answer sessions, product demonstrations and the provision of a tangible and engaging brand experience. Given the potential that participating in an exhibition has to boost the sales and visibility of a business, it is critical to get the mix right when putting an exhibition together. This is why the Association of African Exhibition Organisers (AAXO) has arranged an Exhibitor Training Day on Maximising the Power of Exhibitions. This event, which will be held on the 14th of October 2015 at the Ticketpro Dome, is exclusively for exhibitors linked to AAXO members and will be free of charge, on invitation only.

The training will discuss how to maximise the power of exhibitions as a marketing medium and how to measure exhibition success. As a collective body representing exhibition organisers specifically, with a mandate to tackle the unique challenges faced by this group, AAXO will place a large amount of emphasis on creating strong relationships between exhibition organisers and exhibitors themselves. This ensures ongoing partnerships and a thriving exhibition industry. The Training Day is the first of its kind as well as the first of a number of events planned to assist and guide exhibitors on how to plan and prepare for exhibitions, for example by setting concrete goals and finding sponsorship and PR opportunities; as well as how to ensure the exhibition goes off smoothly and how to follow up on leads generated and measure success once the exhibition is over. AAXO will also beproviding resource material such as guidelines and tips for exhibitors. All of these resources will be made available to exhibitors affiliated with an AAXO organiser.

The first-ever AAXO Training Day is set to be a great success and a fantastic opportunity for exhibitors to increase their skills and knowledge.

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

The event industry welcomes a dynamic and credible new voice for exhibition organisers: the Association of African Exhibition Organisers (AAXO)

Exhibitions are a powerful platform to stimulate trade and attract foreign investment to the African continent. In order to initiate a more successful relationship between exhibitors and exhibition organisers, a credible governing body is required. In response to this need, the Association of African Exhibition Organisers (AAXO) was launched recently. AAXO is an industry pioneer, with a proactive approach towards promoting and serving the exhibitions industry. With a clear understanding of the needs of exhibition organisers and the specific challenges which they face, AAXO is able to provide leadership, governance and guidance. With its finger on the pulse of the constant changes in the profession, AAXO is able to anticipate the needs of its members, and take dynamic steps to tackle those requirements head on.

AAXO was formed through a collaboration between some the largest, most successful and experienced event organisers across a range of trade, consumer and conference driven exhibitions in Southern Africa, namely Specialised Exhibitions Montgomery, MMI South Africa, Hypenica, Thebe Reed Exhibitions, Spintelligent, Terrapinn, The Wedding Group, LTE – Leaders in Trade Exhibitions, SA Confex Services, TE Trade Events, Exposure Marketing and Inspire Trade Exhibitions. AAXO has already engaged with a number of stakeholders, and the association is rapidly gaining traction. The ITE Group plc and Mining Indaba, for example, have expressed an interest in joining AAXO, given the wealth of benefits that membership offers.

AAXO has an action-oriented approach, which will be directed towards alleviating the pressures that exhibition organisers face. It has taken the initiative and identified a number of areas where it can add value. Firstly, AAXO will assist in regulating the industry and hold exhibition organisers to a code of conduct to ensure increased transparency and better governance. AAXO will also promote the implementation of industry best practices.

Another critical function is AAXO’s role as mediator which will give exhibitors an avenue of recourse if a dispute should arise, while assisting exhibition organisers with finding a sensitive and practical solution. This intermediary function and the AAXO code of conduct reassures potential exhibitors of the quality and reliability of an exhibition. This is essential in order to promote a productive and thriving exhibition industry.

Another crucial role for AAXO is to represent exhibition organisers and their best interests, as well as add value for exhibitors. A significant portion of the support and assistance AAXO will provide for its members relates to relationship building with current and potential exhibitors. AAXO will also give members access to material which can be passed on to their exhibitors, such as guidelines and tips, and will even be arranging training workshops and roadshows designed specifically for exhibitors. This will ensure smoother relations between exhibitors and exhibition organisers.
One upcoming event is AAXO’s free Exhibitor Training Day, which will discuss how to maximise the power of exhibitions as a marketing medium and how to measure return on investment. This event, which will be held on the 14th of October 2015 at the Ticketpro Dome, is exclusively for exhibitors linked to AAXO members. Another event, which is oriented towards exhibition organisers, is a talk being held by the CEO of Cape Town International Convention Centre. The presentation will be given to AAXO members on the CTICC’s 2017 expansion plan and how it will affect organisers. This as well as the next AAXO meeting is scheduled to be held on Wednesday, the 26th of August at 14h00, at Thebe Reed Place, in the Culross on Main Office Park, 34 Culross Road, Bryanston, Johannesburg
Finally, AAXO will help to promote the industry and encourage its growth by commissioning market research and related projects that provide a strong rationale for people to invest and participate in exhibitions.

According to Projeni Pather, Managing Director of Exposure Marketing, “AAXO is an incredible resource for exhibition organisers. The drive and energy of the organisation means a very proactive approach to problem solving, and strong leadership for members who need guidance and assistance. AAXO members are represented by a trustworthy and reliable organisation with an in-depth understanding of the industry and its issues.” Dee Reuvers, CEO of SA Confex Services, adds, “AAXO, with its significant organising experience, also offers small and start-up companies the benefit of mentorship. This ensures the future success of exhibitions and exhibitor participation at the standard that is expected”.
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

Some of the largest and most successful exhibition organisers in Southern Africa, namely Specialised Exhibitions Montgomery, MMI South Africa, Hypenica, Thebe Reed Exhibitions, Spintelligent, Terrapinn, The Wedding Group, SA Confex Services, TE Trade Events, Exposure Marketing, LTE and Synergy Business Events, have announced that they will be launching a new industry association – the Association of African Exhibition Organisers (AAXO). AAXO will be a powerful and cohesive voice that speaks on behalf of exhibition organisers specifically. It will focus on the urgent issues and unique challenges facing organisers and will prioritise market research and trend tracking in order to drive the constant innovation needed to keep the SA exhibition sector flourishing and profitable. The formation of AAXO follows the decision from several organisers to break away from the umbrella body for exhibitions and events, EXSA. The intention is to create a platform with greater benefits for organisers, however AAXO will continue to engage and align with EXSA.

With the increased complexity evident in the industry, the shifting media landscape and the constant pressure on exhibition organisers to provide a return on investment for exhibitors, there is a need for improved leadership and an emphasis on flexibility and innovation.

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Focused on this, AAXO will give members unique benefits, tailored to their requirements, in order to help them to stay competitive. These include: a company listing and listing of their exhibitions on the AAXO website; creating a BBBEE suppliers list; association social media engagement; member discounts from preferred suppliers; exhibition and organiser awards; and advice on venues in Africa. The Association of African Exhibition Organisers will add further value through legal and administrative support such as standardising legal agreements and documentation; offering a mediation facility in conflict situations; negotiating with government bodies on behalf of organisers; negotiate a SARS VAT ruling; and agreeing on a window period for staging competing exhibitions.

AAXO will have a considerable role to play in the promotion of the industry as a marketing channel, including conducting market research to highlight the value and return on investment that exhibitions can give to clients and to increase the body of knowledge around the growth and evolution of the international and local exhibition landscape. Lastly, the Association provides a channel to the Department of Trade and Industry, through initiatives such as the 2016 Trade Show Calendar, which lists AAXO member events.

Exhibitors will also benefit. Companies that take a stand at exhibitions organised by AAXO members will be assured peace of mind, given that the Association will act as a mediator between exhibitors and organisers, and negotiate a speedy resolution to any conflict that may arise. Exhibitors will also receive tips and guidelines on exhibiting, and information about related workshops throughout the year. AAXO will also give their members workshops and training on exhibitor education, to enhance relations between the two groups.

Says Carol Weaving, Managing Director of Thebe Reed, “The decision to break away from EXSA has been an ongoing debate amongst organisers for a number of years. EXSA is very supplier-led and we feel that they are not serving the best interest of the organisers.
We believe that exhibition organisers need a collective voice to lobby various stakeholders. Priorities need to be on annual research and industry benchmarking, tracking trends and quantifying our industry in terms of its size and value. We feel that EXSA in its current form
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is introspective, slow and focused on internal issues and drivers. However, we are of course still willing to align with EXSA and have a working relationship with suppliers and venues to discuss common industry issues.”

“The new association will assist us in promoting the channel of exhibitions as a marketing medium. The research we aim to conduct will assist in gaining government trust and investment and we will also be able to assist exhibitors to gain funding and justify spend by calculating their Return on Investment”, adds Elaine Crewe, CEO of MMI South Africa.
Exhibitions remain a powerful medium to source new customers, engage with existing customers, build brand awareness, launch new products and generate sales leads. “But”, says Gary Corin, Managing Director of Specialised Exhibitions Montgomery, “the economy has forced greater scrutiny into how marketing budgets are spent and companies
have been more selective in their choice of exhibitions and in their choice of exhibition organisers.”

Various portfolios of responsibility have already been allocated to a number of organisers to ensure the AAXO will benefit from their relevant expertise. Funding for the long-overdue industry market research has been secured through AAXO and this research will be of great advantage to all the members of the new association. The Association of African Exhibition Organisers aims to be fully functional by January 2016.

For more information contact Carol Weaving, Managing Director, Thebe Reed Exhibitions at email: .