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Youth vital to the growth of the MICE sector across Africa

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The events and exhibitions sector is a rapidly growing segment of the global tourism industry, and Africa is no exception. The involvement of youth in Africa’s MICE (Meetings, Incentives, Conferences and Exhibitions) sector is crucial for driving innovation, economic growth, and sustainable development.

“Engaging young professionals in MICE activities supports cultural exchange, economic diversification, and global competitiveness, empowering young leaders and showcasing Africa’s talent on the world stage,” says Gary Corin, Chairperson of The Association of African Exhibition Organisers (AAXO).

AAXO and its members recognise the vital role of youth development in driving economic growth across the continent, with some actively involved in or supporting initiatives aimed at the sustainable development of youth, not only within the MICE sector but within their communities too:

Event Synthesis International

Event Synthesis International’s focus on youth upliftment was inspired by owner, Angelique Smith’s, experience during a board meeting, where it was highlighted that there was a significant age gap in the leadership committee and training facilities across South Africa. The issue became critical when three top leaders passed away without a succession plan, leaving a void of knowledgeable leaders. The loss of their expertise underscored the importance of involving youth in every aspect of their work to ensure continuity and create a legacy.

“At Event Synthesis International, we support youth development through various programmes. At all our events, we involve teams of university students studying tourism, hospitality, or event management, and these students gain practical, hands-on experience in both event administration and on-site execution, ensuring they acquire comprehensive knowledge beyond theoretical learning,” says Smith.

Image 1 ESI Youth Development

Gallagher Convention Centre

Gallagher Convention Centre is dedicated to youth development within the event industry, particularly through initiatives like MusicEx. Recognising a gap in the South African music scene, Gallagher launched MusicEx to provide aspiring musicians with opportunities to learn, grow, and showcase their talents. MusicEx, scheduled for 26-28 July 2024, features a “Battle of the Best” competition with significant prizes, expert-led workshops, and performance opportunities for buskers.

The MusicEx planning includes the creation of approximately 313 new job opportunities in the MICE industry, offering new prospects not only for aspiring South African artists to learn and gain exposure but also for young professionals seeking careers in the events and exhibitions sector.

“This event supports youth by offering exposure, education, and employment, aligning with Gallagher’s mission to foster internal growth and industry advancement. This inaugural event aims to become an annual celebration, furthering Gallagher’s commitment to nurturing young talent and revitalising the MICE industry,” says Leniese van der Merwe, Marketing Manager at Gallagher Convention Centre and Assistant Project Director for MusicEx.

Image 2 MusicEx 

RX Africa

RX Africa, in partnership with SME TradeLinks, recently sponsored an Enterprise Supplier Development Programme and an Enterprise Development Programme to foster the growth of entities in the tourism, hospitality and allied sectors, and help them build the critical capabilities they require to grow into thriving businesses.

SME TradeLinks’s Entrepreneurship Support Centre provides a wide range of customisable interventions designed to achieve the ESD (Education for Sustainable Development) objectives of RX Africa and its beneficiaries, who were KJ Styles, Lifeway Imphatho Brands, and Shai Boi Project Management, all 100% black-owned South African companies.

“The incubation programme includes skills training, mentoring, coaching, and a small grant component. RX is actively involved in the implementation of the incubation programme” says Carol Weaving, Managing Director at RX Africa.

Image 3 SME TradeLinks 2024 Incubator Graduation Event held at the Signature Restaurant in Sandton on 30 May 2024

Scan Display

Scan Display was inspired to focus on youth upliftment due to the high unemployment rates in South Africa, particularly amongst young people. Observing many matriculants and newly qualified individuals struggling to find work was disheartening, prompting the company to take action and offer internships to young people – through their Skills Development Programme – providing them with valuable training and opportunities to build their careers.

To support youth development, Scan Display formally established an Internship Programme in 2016, which employs students needing Work Integrated Learning (WIL) to complete their qualifications in the tourism and events industries. Additionally, the company offers job shadowing opportunities, such as the upcoming placement of two Interior Design students with their design team.

“These initiatives align with Scan Display’s mission to transfer skills and develop people, particularly in the demanding exhibition industry, which is well-suited to the energy and potential of young individuals. The success stories of past interns who have risen to management positions highlight the effectiveness and transformative impact of these programmes,” says Justin Hawes, Managing Director of Scan Display.

Image 4 Scan Display Interns

Woodlink Design

Woodlink Design, specialising in custom design exhibitions stands, is committed to youth upliftment through the Faranani programme, inspired by the everyday challenges faced by children left unsupervised on the streets while their parents are at work. Faranani was established to protect these children and prepare them for the future through activities like drum majorettes, dancing, singing, homework assistance, and provides school uniforms and sanitary pads to those in need.

Faranani aligns with Woodlink Design’s mission to eradicate poverty, save children, and develop them mentally and spiritually. One success story highlights a trip to Giyani, where the community warmly supported FARANANI’s performances, extending their stay due to the village chief’s request. This trip allowed the children to explore new places and learn about different environments, leaving a lasting impression on both the children and the community.

Natalie Ralinala, Spokesperson for Faranani Drum Majorettes and Woodlink Design’s partners, says: “FARANANI aims to impart skills such as leadership, conflict resolution, goal setting, communication, creativity, and responsibility. Future plans include expanding the club to different communities, founding a registered association, and establishing a trust fund for aspiring young majorettes to further their education and draw more youth into the initiative.”

Image 5 Youth in the FARANANI programme

“We are proud to represent members who are making significant contributions to their communities and the general youth population of Africa. By investing time, energy, and resources into our youth, we can ensure a prosperous future for the sector together,” concludes Corin.

Recognising the critical contributions made by the youth to the MICE sector across Africa, AAXO will be announcing the elected committee of their inaugural AAXO Youth Chapter in July,  which is an exciting new forum for members dedicated to empowering the young voices within the industry.

AAXO Member Round-Up: UFI Middle East & Africa Conference 2024

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Recently, members of the Association of African Exhibition Organisers participated in the UFI Middle East & Africa Conference, which took place in Kigali, Rwanda, from the 15th of April to the 17th of April 2024.

Held annually, the conference is an important annual gathering of exhibition industry leaders in the region to have in-depth discussions on crucial industry topics, and is attended by senior representatives from government entities, convention bureaus, tourism boards, venues, and event organisers, in addition to economists, media and industry experts, from across the world.

AAXO members, Carol Weaving, Managing Director at Reed Exhibitions, and David Ashdown, CEO at VUKA Group, were invited to participate in individual panels, unpacking critical topics relevant to the events and exhibitions industry across the Middle East and Africa regions.

AAXO asked these members to delve into the key insights gained from the event, which could potentially offer fellow members valuable insights into the discussions and progress made for the African region::

Carol Weaving, Managing Director at Reed Exhibitions (RX)

Weaving formed part of the panel discussion titled Sustainability Practices in Events, featuring fellow panellists Said Salim Al Shanfair, CEO – Oman Convention and Exhibition Centre, Tracy Thandeka Mkhize, COO – Cape Town International Convention Centre, Lindsay Bowman, Head of MICE, Sport and e-Sport – Visit Qatar, and Jackie Nake Lumbasi, Event Moderator and MC.

Some of the key points and practices discussed by Weaving in the panel included how RX is a founding member of the UFI Net Zero Carbon Events pledge, with the panel emphasising the need for alignment with the Greenhouse Gas Protocol, event-specific data collection, efficient use of clean and renewable energy, redesigning events to utilise sustainable materials and minimise waste, sourcing food sustainably, ending food waste, and transitioning to zero-emission logistics.

At the conference, Weaving used World Travel Market Africa as a case study to illustrate the business’s sustainable practices. For instance, badge holders for all attendees at WTM Africa 2023 were made of seeded paper, handcrafted by Growing Paper for the event, which contained seeds of peppers, tomatoes, carrots, among other vegetables and herbs. The objective was to raise awareness, encourage change, reduce waste, and convey messaging beyond the event. After the show, the RX team visited Ablamini Bezekhaya, where all recycled badge holders, off-cuts from badge holder production, and pledge papers were delivered to various micro-farmers to sow on their farms.

During the panel discussion, fellow panellists all agreed that achieving sustainability in the events industry requires a collaborative effort across the entire industry ecosystem, with organisers needing to hold venues and suppliers accountable and engage with suppliers early in the planning process to manage expectations for future events.

One notable moment for Weaving at the conference was during an international panel discussion moderated by fellow AAXO member, David Ashdown. The panel explored opportunities in Africa and discussed the need for a cautious approach, while also recognising pockets of opportunity in each region.

David Ashdown, CEO of VUKA Group

Ashdown was invited to chair the panel titled “Tapping into Emerging Markets: Opportunities and Challenges for the African Exhibition Industry”, featuring fellow panelists Alexander Angus, Managing Director – Africa – Montgomery Group and Dr Geoffrey Manyara, Economic Affairs Officer – United Nations Economic Commission for Africa (UNECA).

Looking at the land mass of Africa alone in comparison to the rest of the world, Ashdown highlighted that it’s not plausible to consider Africa as a single entity for business strategies due to the sheer size of the continent. Instead, as a prelude to the conversation he suggested breaking it down into its constituent parts as they do within VUKA Group — Southern, Eastern, Central, Western, and Northern Africa. Africa has 54 countries, 55 member states, over 3,000 languages making it a very diverse and engaging continent and it’s important to separate it accordingly.

During the discussion, challenges faced by the industry were addressed, including the venue challenge and the need for better and larger venues to further enable the exhibition industry. They also discussed the role of events and exhibitions in driving business tourism, and the challenges posed by fluctuations in foreign exchange markets. Dr Geoffrey Manyara, Economic Affairs Officer – United Nations Economic Commission for Africa (UNECA) outlined plans for a single African Union Currency, which is progressing faster in East Africa and is expected to bring stability to currency fluctuations to support the emerging market in mitigating challenges faced by the industry.

According to Ashdown, the conference provided an excellent opportunity to connect with colleagues from the Middle East and Africa. One notable aspect for Ashdown was the tour of Kigali the day after the conference, where Ashdown was impressed by the city and taken aback by Rwanda as a country. The visit to the genocide museum was powerful, emotional, and impactful, providing the group with a deeper understanding, especially given the 30th anniversary of the genocide.

Joshua Low, Vice President at dmg events

AAXO member, Joshua Low, Vice President at dmg events also attended the conference which he said sparked numerous engaging discussions including the increasingly vital role of sustainability, the influence of AI to strategies for promoting diversity and attracting young talent. Notable highlights for him included how GRS, a strategy and research firm, shared preliminary research findings on common trends in the MEA region’s exhibition industry, shedding light on key growth sectors for events, emerging trends, and challenges faced by companies regularly participating in such events. For instance, there was a growing emphasis on the quality rather than the quantity of visitors at exhibitions, with companies scrutinising the ROI from exhibitions, especially considering the significant increase in participation costs post-COVID.

Moreover, there were insightful discussions on the challenges, trends, and major opportunities in Africa. With the population having a median age under 20 and expected to reach up to 2.1 billion people in the next two decades, there is a shared recognition of the market’s potential and the importance for organisers to leverage this growth. Low said that delegates deliberated on various challenges, including the impact of geopolitical tensions, political instability, corruption, the costs of conducting business, and the availability and capacity of venues in Africa capable of hosting large-scale events, among other issues.

According to Low, one of the most notable moments was during discussions with the top CEOs of major global organisers, who reaffirmed their dedication to Africa and emphasised the importance of investing in and expanding across the continent. Additionally, insights were shared regarding key industry trends and focal points, such as sustainability and the influence of AI. These discussions shed light on how other organisers are integrating these aspects into their business practices to boost performance, drive innovation, and attract talent.

We extend our sincere gratitude to our AAXO members for sharing their valuable insights and recap of the UFI MEA Conference and eagerly anticipate hearing more insights from members who will attend next year. For more information about the conference, please visit https://www.ufimea.org

Member Spotlight: Informa Tech – Leading the Way in Sustainable Event Management

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This month, in recognition of Earth Day celebrated on the 22nd of April, and with a strong emphasis on sustainability and green initiatives in the events and exhibition sector in Africa, the Association of African Exhibition Organisers is proud to showcase Informa Tech, one of our members, for their exceptional dedication to sustainability.

James Bull, Sales Director at Informa Tech

How does Informa Tech incorporate sustainability practices into their service offering?

Informa Tech’s sustainability strategy, Faster Forward, demonstrates their dedication to transforming their business operations and environmental impact, ensuring a greener future for their events. This three-part program includes ambitious commitments and a wide range of activities, including:

  1. Faster to Zero: Focuses on achieving zero waste and Net Zero by 2030 or sooner;
  2. Sustainability Inside: Aims to accelerate customers’ sustainable development by addressing industry-specific sustainability challenges;
  3. Impact Multiplier: Aims to create a positive impact by improving access to specialist knowledge, investing in communities, and more.

Read more on the Faster Forward strategy here.

What is one notable example of Informa Tech’s sustainable initiatives at a past event?

At Africa Tech Festival 2023 – the largest gathering of Africa-focused connectivity leaders in the world – Informa Tech implemented several sustainability initiatives, incorporating a range of UN SDGs,  including:

  • Africa Ignite: An entire programme dedicated to empowering African Tech founders, with sessions, matchmaking, a startup showcase and pitching opportunities;
  • Sustainability and Climate Resilience: A content track addressing critical sustainability issues;
  • EQL:HER Lounge: Providing a space for men and women to discuss gender diversity – and challenges and solutions – in the African Tech community;
  • Partnerships: Strong partnerships were built with the City of Cape Town and their tourism board, WESGRO to support the local community through the business tourism generated by Africa Tech Festival.

What measures are taken by Informa Tech to minimise waste generation?

Informa’s key initiative for tackling waste at events is the Better Stands program, which promotes the use of reusable stands over single-use disposable ones by celebrating exhibitors and contractors who choose to use reusable stands. Single-use disposable stands create the majority of waste at events, and this is why it will be a key initiative for the Africa Tech Festival 2024 event.

This specific programme is being piloted across the events industry currently as part of Net Zero Carbon events, with more information available at https://betterstands.info

How does Informa Tech source sustainable materials and supplies for their events?

Informa Tech prioritises sustainable procurement by working with local suppliers and seeking materials that can be reused or have an end-of-life solution, to avoid as much going to landfill as possible. It’s also important to Informa Tech that they work with vendors that share the same attitude, such as the Cape Town International Convention Centre, who have a strong waste management and donation programme at their venue.

What partnerships and collaborations does Informa Tech have in place that enhance sustainability in events?

Last year, Informa Tech continued their partnership with Girl Hype, a local charity dedicated to reducing the gender gap in technology, a theme that is reflected in the EQL:HER lounge mentioned earlier. As mentioned, the company has also partnered with the City of Cape Town and WESGRO, to showcase the city of Cape Town as a tech hub that is open for investment.

How does Informa Tech measure environmental impact?

Informa Group, as a whole, tracks the environmental impact and emissions of all their events, by collecting information such as waste, electricity and gas data from the venue, carpet usage, attendee and employee travel to and from the event; and hotel usage and logistics data is also collected where available. All events complete a framework called The Fundamentals, which is a 16-point checklist designed to make their events as sustainable as possible. Each year, an event will complete The Fundamentals leading up to the event to help the company plan their activities and then fill in the checklist with information post-event. Once they receive their score, they use the feedback to continually improve and work towards the ultimate goal of 16/16.

Success stories and case studies that demonstrate Informa Tech’s commitment to driving sustainability in the events industry

Informa has been involved in a number of initiatives that help drive the sustainability of the whole events industry, from being a founding member of Net Zero Carbon Events, to helping launch Better Stands to tackle the event industry’s key waste contributor. The company has also been piloting Carbon Neutral certified events at a handful of their shows.

Has Informa Tech encountered – and resolved – challenges in implementing sustainable practices?

Informa Tech recognises the importance of communication and collaboration in implementing sustainable change, particularly with initiatives like Better Stands where the company recognises that education and awareness is the first step to getting stakeholders engaged in the programme. As it will require a big shift in the way stands are built, the company wants to make sure there’s been sufficient communication to and collaboration with contractors, to help achieve the aims of Better Stands.

As we celebrate Earth Day, and sustainability across the industry, let’s applaud Informa Tech for their dedication to sustainability and for setting a remarkable example in the events industry. For more information on Informa Tech, visit https://www.informatech.com

For more information on other members driving sustainability within their organisations, read more via the AAXO blog here.

 

Sustainable practices set to revolutionise the African events industry

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Observing World Earth Day on 22 April 2023, the African Association of Exhibition Organisers (AAXO) sheds light on the importance of sustainability measures and policies for events across the African continent.

Events have a significant economic impact on local, regional, and national economies and are crucial contributors to economic growth and job creation across the globe. In fact, the global business events industry is expected to be worth more than R 617b by the year 2026[1], ranking it as one of the leading economic enablers globally.

With more foreign investors and businesses acknowledging the opportunity in the African market, the events industry across the continent has experienced steady growth and been a significant contributor to the sector’s recovery post-pandemic. As the number of events climb, event organisers can – and do – play a pivotal role in reducing their carbon footprint and driving sustainability across their events.

 “Although considerable efforts are already being developed by the industry such as the Net Zero Carbon Events initiative[2] – a global programme that provides guidance to event organisers and suppliers to reduce the environmental impact of their events, providing a framework to track and offset emissions – the exhibitions industry in Africa is constantly evolving and should reflect and re-evaluate the current practices and policies in place, and consider how these can be improved,” says Devi Paulsen-Abbott, Chairperson of AAXO.

The adoption of sustainable measures in the events industry has several benefits. Not only do they reduce the environmental impact of events, such as reducing carbon emissions, waste, and water usage, but sustainable events can help to promote a positive image for event organisers, demonstrating responsibility and commitment to environmental and social sustainability.

Education on the importance of sustainability across the full business tourism value chain is showcased by AAXO member, RX Africa, who recently hosted World Travel Market (WTM) Africa in Cape Town – an event that puts sustainable and ethical tourism at the heart of its programming and forms part of WTM Responsible Tourism.

Carol Weaving, Managing Director at RX Africa, says “Small changes in policies can make big changes to the environment. WTM Responsible Tourism is the largest programme of its kind in the world uniting travel companies, organisations and individuals interested in spreading sustainable practices and ethical methods within the travel industry.”

By adopting simple measures that reduce the negative environmental and social impacts of events, organisers can increase their contribution to sustainability while ensuring economic viability:

Energy Saving

There are a number of ways that events can implement energy-saving methods in their planning such as the utilisation of LED lights, which consume less energy than traditional lighting (significantly reducing energy consumption and save costs); and using renewable energy sources such as solar panels, wind turbines, or other renewable energy sources to power activities (reducing energy consumption and helping to reduce carbon emissions).

By encouraging attendees to carpool, utilising public transport or providing shuttles, event organisers can reduce the number of cars on the road, which helps to conserve energy and reduce air pollution.

Reduce, Reuse, Recycle

Event organisers can reduce waste by minimising the amount of single-use items. There is opportunity to reuse materials by incorporating items that can be used multiple times, such as reusable banners, signage, and event equipment. By providing recycling bins and properly disposing of waste, organisers can work with waste management companies to ensure that materials are properly sorted and recycled.

Events can compost organic waste, such as food scraps and compostable serving ware, instead of sending it to landfill which can help to reduce greenhouse gas emissions and create nutrient-rich soil.

Water Usage

With 1 in 3 Africans being impacted by water scarcity, measures have been put in place to mitigate the risks associated with various water crises across the continent.[3] Ways in which event organisers can promote water saving at events, include the use of low-flow fixtures which can significantly reduce water consumption; use of recycled water for non-potable uses such as irrigation, flushing toilets, and cleaning; and encouraging responsible water usage by reminding attendees to be mindful of their water usage and providing educational materials and signage.

According to AAXO Member, Sonja Van Rooyen, Exhibition Manager at The Montgomery Group Specialised Exhibitions, stand builders should also look into providing eco-friendly options to exhibitors: “Most venues are starting to reduce energy consumption and water consumption, but we still need more accurate reporting on their waste management systems. Recycling must be promoted at events.”

Social Sustainability

Another important aspect of sustainability in the events industry is social sustainability. This refers to the impact of events on local communities, including their economic and social well-being. Events can have a positive impact on local communities by generating economic opportunities and providing a platform for local vendors. Event planners should also prioritise the welfare of their employees and suppliers, ensuring fair wages and ethical working conditions.

Tying in with the United Nations’ Sustainable Development Goals, The Montgomery Group Specialised Exhibitions also directly contributes to goals such as No Poverty, Zero Hunger, Good Health and Well-Being and Quality Education throughout their various social sustainability initiatives, including the donation of shoes to underprivileged children in rural areas made from uncontaminated PVC drip bags, oxygen masks and associated tubing destined for landfill.

“The industry should consider how their events can be used to educate the public about the importance of protecting the environment. By raising awareness of environmental issues, the industry can play an integral role in helping to create a more sustainable future across the sector,” concludes Paulsen-Abbott.

 

[1] https://www.conference-news.co.uk/news/business-events-industry-worth-ps276bn-2026-finds-report

[2] www.netzerocarbonevents.org/initiative/

[3] https://www.globalcitizen.org/en/content/water-scarcity-in-africa-explainer-what-to-know/

Exhibition and event trends identified at Germany’s EuroShop 2023

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EuroShop is the largest retail trade fair in the world, taking place every three years in Düsseldorf, Germany. The 2023 show drew 81 000 visitors from 141 countries, and the 15 exhibition halls showcased 1 830 exhibitors.

EuroShop covers all the latest developments in retailing, merchandising, shopfitting, displays, and exhibitions and events, with one hall dedicated to the exhibition and events sector.

Scan Display at EuroShop

South African exhibition, events and display specialist, Scan Display, has taken a team to the show since 1999. Again, this year, Scan Display representatives were able to network with colleagues from around the world, build the company’s international client base, and take in all the latest innovations in design, lighting, carpeting and technology.

This was the third time that Scan Display has exhibited as part of the International Federation of Exhibition & Event Services (IFES) pavilion – an easy and effective way for the company to exhibit at EuroShop.

The Scan Display team at EuroShop 2023.

 Trends at EuroShop 2023

  • Colour

There was greater use of colour on the stands, compared with the dominant monochrome palette and natural materials of the last few shows. It felt like – post-pandemic – exhibitors wanted their products and services to be showcased with more vibrant, colourful exhibits.

Bold-coloured stands.

  • Lighting

The lighting on the stands was bright (sometimes too bright) and really made a statement.

Exhibitors used extensive backlighting, enhancing the bold colours. The backlighting quality was better than ever before, and the graphics really ‘popped’. Some exhibitors also used uplighting and mood lighting very effectively.

Clever mood lighting casting shadows.

The quality of lightboxes was also better than before, creating eye-catching displays.

There were quite a few stands that used a combination of semi-transparent or gridded structures paired with different lighting techniques, which created a whole new visual layer in the stand presentation.

Lighting combined with semi-transparent structures.

  • LED

There was extensive use of LED walls. Plasma screens and monitors have become outdated and were used in a limited way.

The risk of damage has historically made exhibitors reluctant to use LED panels. However, the latest LED panels incorporate technology which protects them. The cost of LED screens has come down over the years, making them more affordable.

Scan Display’s Cape Town Branch Manager, Jacob van Zyl, says that the creativity of the content used on LED screens stood out for him: “Exhibitors used beautiful, abstract, colourful content on their LED panels. The videos were created specifically for the show and tied in with the look-and-feel of the stand. The videos changed over time to give the impression of the stand being alive.”

  • Sustainability

Sustainability has been a part of EuroShop for a while now, but this year it was more mainstream, and it was incorporated into everything: product offering, marketing messaging, stand materials, lighting. The sustainability of products and services was the primary marketing message – way ahead of any cost saving messaging.

The top three Innovation Award winners showcased their sustainability projects.  The winner of the Innovation Award, US-based Moss Inc, showcased how they upcycle waste plastic recovered from the ocean to create the fabric for the tension fabric products the company makes.

The Gold Award winner in the XL Category (more than 200 sqm), Hans Boodt Mannequins, repurposed raw scaffolding and containers to create its stand.

Raw scaffolding and reused painted containers.

  • Interaction

There were very few double decker stands and private meeting rooms on stands. Exhibitors and visitors were interacting right there on the stand, in the middle of the activity. There was a sense that people were looking for connection after years of relative isolation.

At previous EuroShop shows, it looked like Virtual Reality (VR) was set to take off at exhibitions and events. However, at this year’s show there were hardly any VR elements. Exhibitors engaged directly with their visitors and demonstrated their products face-to-face without any VR tools.

There were only a few stands that used Augmented Reality (AR) – one example was the projection of images of moving parrots onto a wall.

Augmented reality of birds and a presenter on the stand.

Interactive elements including games and activities, and the more conventional coffee and snack bars, were used to draw visitors to the stand.

Interactive games on stands.

Justin Hawes, Scan Display’s Managing Director, sums up the EuroShop 2023 experience: “The dominant feeling was about human interaction. People wanted to connect and chat. Bright colours, powerful lighting and LED walls were the stand-out features. Sustainability and telling a story in a novel way made for award-winning stands.”

Power of PR: Influencer Marketing

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Contrary to popular belief, the concept of ‘influencer’ isn’t a modern-day invention that transpired in the 21st Century with the rise of the internet and social media platforms. In fact, the evolution of influencers can be dated all the way back to 105BCE when Roman gladiators rose to celebrity status, often even promoting the occasional product like oil or wine. [1]

 

If the pandemic taught marketers anything, it’s that influencer marketing truly showed the value it can bring to a brand or business. During lockdown, brands and businesses had to pivot the way in which they reached their target audience. With potential customers retreating to their homes, and with no other way to communicate than through digital platforms, this opened up immense opportunity for influencer marketing.

 

With the fog of the early 2020s dissipating, one thing still stands: As much as 61% of consumers trust recommendations from influencers, with only 38% trusting branded social content.[2] By the end of 2022 alone, brands are projected to spend a whopping R270 billion on influencer marketing with the marketing medium proving to generate 11 times the ROI of traditional digital marketing. [3]

 

 

What is an influencer?

 

An influencer, also known as a content creator, is someone who has the power to affect the opinions and purchasing decisions of others based on their social media presence. Their influence can come from their authority, knowledge, position, or relationship with their audience[4]. These individuals have grown their audiences and built careers off the back of the content they create.

 

Within the influencer space there are categories; their ‘beat’, which is the sector their content speaks to and what their audiences are interested in, whether that be home, beauty, lifestyle, travel and so on.  They are also categorised by their following, for example: Nano influencers (1K–10K followers), micro influencers (10K–100K followers), macro influencers (100K–1M followers) and mega or celebrity influencers (1M+ followers).

 

 

Why does influencer marketing work?

 

Picture this: You’ve met up with a colleague for coffee – someone you respect and admire. He tells you about the latest gadget he has tried and how it’s worked for him. Are you interested? Will you go home and search for it online? Possibly.

Well, this is how influencer marketing works. Influencers communicate with their audience on their channels, packaging a brand’s messaging in an authentic way that their followers trust. Through influencer marketing, an influencer is providing a brand with endorsement and word of mouth advertising. They are able to do this because they have an audience who relates to them, admires them and most importantly, trusts them.

 

With referrals being one of the top reasons consumers purchase or buy into a product or brand,  endorsement from influencers not only means credibility for your brand but lead generation too.

 

How do you stand out?

Competing for attention online, amongst the plethora of engaging content, is no easy feat.

In order to stand out, your campaign needs to be engaging. The biggest mistake brands make is driving single campaigns once-off which may bring a burst of favourable results, but doesn’t truly build meaningful connections with your audience for longevity.  Longevity is key and building authentic relationships and long-term campaigns will contribute to the success of influencer marketing for your business.

 

Credibility and relevance simply cannot be bought, however, strategic influencer marketing can and should form part of your marketing plan.

Did you find this information useful? Visit www.pulsecomms.co.za for more or follow them on Facebook, LinkedIn and Instagram.

 

 

[1] https://grin.co/blog/the-history-of-influencer-marketing/

[2] https://thesocialshepherd.com/blog/influencer-marketing-statistics

[3] https://incafrica.com/bill-carmody/influencer-marketing-delivers-11x-roi-over-all-other-forms-of-digital-media.html

[4] https://imm.ac.za/influencer-culture-in-south-africa/

THE POWER OF PR: BRAND CREDIBILITY

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How often have you foregone a purchase, simply because you weren’t confident that the business was credible? No matter the industry, trust plays a tremendous role in determining the success of a business, brand, or event.

 

With inflation wreaking havoc on not only the local economy, but economies globally, consumers and businesses alike are extra cautious and likely to contemplate their expenditure.

 

The truth is, credibility cannot be bought, forced, or forged. Credibility is earned through repeat quality and satisfaction. What steps can you take, as an event organiser, to elevate your brand’s credibility in the market to support in driving sales and securing sponsorship?

1)Create Brand Awareness:

 The first question your target audience will ask themselves is ‘Is this brand well-known? Have I heard of them before?’ To elevate your brand or event’s awareness in the market, you need to be producing quality content consistently and constantly.

This begins with understanding where to find your target audience and what type of content they resonate with. Are you trying to secure exhibitors for an upcoming trade event? You may not find engineers reading the latest issue of Glamour or scrolling through TikTok, but you are likely to have success with a well-placed article in Engineering News or on LinkedIn.

Through right-fit placement of content on your brand, across a variety of channels, your audience will start to experience – what we call in marketing – the Baader-Meinhof phenomenon, or the ‘frequency illusion’: a cognitive bias that explains how a name, word or thing that has come to our attention recently appears with improbable frequency shortly afterwards. Essentially, you see it everywhere.

 

2)Competency

Whilst knowing your brand or event exists is the first step in building credibility, your target audience is likely to ask ‘Does this brand add value to me? Does their offering resonate with mine?

When an audience associates a brand with higher competence, they will likely perceive the brand as more reliable in its claims.

What value do you offer your audience: Are you offering workshops with CPD points? Have you secured speakers or thought leaders who will be addressing pertinent topics relevant to the industry?

Highlight these offerings in your communication. Your conference producer spends a lot of time and energy curating a quality programme for the event, so reap those rewards by showcasing your offering across media channels.

 

3)Listen and Learn

 

This is something so simple, yet it is so often overlooked. Many brands are focused on talking at their audience and don’t spend much time investing in the power of listening.

Investing in a listening or tracking tool – whether Hubspot, Hootsuite or Sprout – is the ideal way to monitor social media channels for mentions of your brand, competitors, products, and keywords related to your business. Social media listening tools allow you to build a solid understanding of exactly how customers and potential customers think about you by analyzing what they say on social channels.[1]

Another way to listen is to get direct feedback from your delegates, exhibitors, and speakers – and use it. Did they find your event brought about immense value in prospective partnership deals? Ask them if you can use that testimonial in your PR and marketing to cement your brand’s credibility and showcase the value you can add.

Have you received unfavourable feedback? Learn from it to adapt and better your offering for future events.

Credibility is important because it helps to influence your audience’s patterns, behaviours and thoughts. PR, with reputation management at its core, can support your brand or event in elevating awareness, showcasing your competency, and managing your reputation across platforms.

For a successful PR strategy in building your brand credibility, in addition to what has been covered, you must analyse your website and optimise it accordingly. The next Power of PR article will unpack the importance of SEO and how PR is able to support in higher ranking on search engines.

 

About Pulse Communications

 

Born out of a passion for purpose-led communications, Pulse Communications aims to reinvigorate brands through impactful story-telling, meaningful relationships and an expert grasp of the media landscape.

 

Specialised in public relations, influencer engagement, campaign management and execution, content creation and creative concepts; Pulse Communications has the understanding and experience that communications needs are unique to each individual business, offering tailored strategic communications services that drive messaging to support a brand’s objectives.

 

All work produced by Pulse Communications is done so with intent, and integrity at the core, with the ambition to achieve effective and top-quality results.

[1] https://blog.hootsuite.com/social-listening-business/

 

DO WE REALLY UNDERSTAND THE PURPOSE OF THE WORD COMPETE

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My father taught me that to understand an English word, it is always better to refer to its origins. About 80 percent of the entries in any English dictionary are borrowed, mainly from Latin. Over 60 percent of all English words have Greek or Latin roots. Today I want to discuss a word that is a source of most of humankind’s problems, the word Compete. The English dictionary defines the word as meaning “strive to gain or win something by defeating or establishing superiority over others”. Because most of us in life want to gain or win, we naturally assume that in order to do that we must out do or defeat other fellow humans thereby leading to the scarcity mentality where we assume that there are limited resources.

However if you go back to its Latin origin, it derives from LATIN verb=“Competere” meaning to meet, come together. Also means strive in common, strive after something in company with or together. Tracing the word to it origins actually tells us that we can collaborate and win together if we strive together. Imagine the cohesion we would have if we understood this word, not to mention impacts on our livelihood as far is it affects:

  • Marriages

In a marriage like any partnership, it is very important to remember that you are part of the same team with a common goal/s. You should appreciate the different strengths that you each bring and enjoy your different perspectives as all this contributes to a winning team. However, in some marriages, we bring the personal self rather the higher/authentic self, which leads to us pulling in different directions with ego. Always important to understand why you married in the first place. They say that marriages last longer when you bring all this love you have to share rather than going into a marriage looking for love that you don’t have internally.

  • Siblings

As parents, we need to be branding/marketing experts and super motivational speakers. Marketers know the importance of labels and can take any mediocre product and hype it up with labels. Similarly coaches and motivational speakers can have mediocre teams believing in themselves leading to unbelievable results. As parents we need to be deliberate about the labels we give our children and make sure it’s all positive labels as labels stick like hypnosis.

We must be careful never to compare our children even with all the best intentions, whether to motivate or encourage. “Why can’t you be more like your sister”. Sibling rivalries are very dangerous. We have seen family dynasties being destroyed by sibling rivalries. Our children need to know that they are part of the same team and should always give their best. We must raise them with a growth mind set, believing that anything worth doing is worth doing well.

  • Work

Companies all over the world are grappling to implement reward systems that promote and reward collective efforts rather than individual effort. The current reward systems drive bad behaviour whereby employees believe that they must defeat or outsmart other colleagues in order to be the best.

  • Innovation

Marcus Buckingham promotes that we all have a responsibility to find our strengths. According to his work, there are 9 strengths that are available with each individual having 2 dominant strengths. Imagine the limitless innovation that would be possible if diverse teams were brought into projects whereby all 9 strengths are available to drive performance and come with new products and new ways of doing things.

Instead, most project teams are composed based on who is the flavour of the month instead of the core skills required for the project. The project still gets delivered more as a vanilla box ticking exercise rather than as the next exciting thing where the creative juices are flowing with passion. Inevitably you also find the project team members competing rather than striving together.

  • Race

The whole world is grappling with issues of racism that have caused havoc for centuries. At a fundamental level, racism is about the belief that some races are better than others. The majority of humankind know that this is fallacy but it continues to divide us to this day resulting in different races competing for superiority or their place in the Sun. A closer look reveals that for human beings of whatever race, at the root of human aspiration, there are three core psychological needs: autonomy, competence, and relatedness (the need for social connection and intimacy). You need to feel autonomous, that you can make choices in your life. You have to feel effective and competent, doing things that make you stretch. And you have to have close relationships with others to satisfy your social mandate.

Attaining these core psychological needs does not require any race to be defeated nor superior.

 

I understand that to some people, the word Purpose is an old, outworn and threadbare notion/buzzword. However, we have just dealt with the consequences of not understanding the purpose of just one word. Imagine the consequences of not understanding our purpose as individual human beings here on planet earth. Dare I say that the notion of Purpose might be a buzzword but the consequences of not understanding our purpose live on all around us.

 

Written by Slingsby Mda

Slingsby Mda is the founder and Managing Director of Esto Quod Es (Latin for Be who/what you are), a South African company that specialises in Transformation Coaching, Impact Speaking and Strategy Facilitation. This was borne out of his ambition for understanding why some people don’t reach their true potential. Having gone through his own transformation journey to find his purpose, he then decided to follow his passion and assist others to reach their potential.

He likes to refer to himself as a reformed accountant with more than 20 years working experience in both the public and private sector. His motto is: The world is what it is and we are what we are.

 

 

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