Exhibition industry remains globally strong

 
The 13th Global Barometer survey for the first half of 2014 was recently released by UFI, the Global Association of the Exhibition Industry; it reports that the exhibition industry remains globally strong despite continuing economic challenges across the world.

Conducted in June 2014, UFI’s study was answered by 201 companies from 63 countries. Within South Africa more than half the companies that participated declared that the impact of the “economic crisis” on their business was not yet over, although most anticipated it ending in 2015. While 43 percent of companies globally believed that the “economic crisis” is over.

The outlook remains positive with the majority of companies across all regions declaring turnover increases since 2011. Projections indicate that this is expected to continue in the coming year. In South Africa this year’s survey indicated that 63 percent of participants, 6 out of 10 companies, predict an annual increase in their profits. While operating costs compared to the previous year remained stable.

The “local/national competition from within the exhibition industry”, “state of the national/regional economy” and “internal management challenges”, respectively were considered the three most important business issues globally over the last four years. The issue of “global economic uncertainty” was also reflected as significant.

The survey also revealed that China expected a relative slowdown where a quarter of the respondents, declared an increase of 10 percent of their annual profit for 2014 compared to 52 percent for 2013. Whereas 50 percent of respondents from the USA projected an increase of more than 10 percent of their annual profits in 2014 and 80 percent of respondents anticipated an increase in turnover within the next year.

Earlier this year, UFI’s 12th Global Barometer highlighted growth in the exhibition industry in 2013, despite fears the “economic crisis” was not over yet.

The next UFI Global Barometer Survey will be conducted in December 2014.

The “Crisis Barometer” was developed by UFI, at the beginning of 2009, to assess the impact of the economic decline based on the perceptions of their members. Today, this survey has become the exhibition industry’s Global Barometer bi-annual report drawing on input from UFI members in 83 countries. It includes identical surveys for South Africa conducted by EXSA, the Exhibition and Events Association of Southern Africa, for the USA conducted by SISO (Society of Independent Show Organizers), for Central and South America by AFIDA (Asociación International de Ferias de America) of their respective members.

EXSA’s general manager, Sue Gannon said that the South African industry is extremely buoyant with major shows coming up in the next quarter highlighting the significant growth of the industry.

Via: bizcommunity

The Coca-Cola dome showcases top international events

When it comes to looking for a location for special events and exhibitions, the has become one of South Africa’s most sought after venues, and has also become a favourite for international acts and niche artists. The Coca-Cola dome is the ideal venue when planning any entertainment spectacular.
Explaining the ‘attraction’ of the venue, Warren Green, Commercial Manager of the Coca-Cola dome, says, “We are the largest indoor arena in South Africa, with over 11,000 sqm of uninterrupted space, and we boast a roof which is 42.25m high. This means we are capable of accommodating large stage structures. This is often an advantage for many international events who present complex extravagant performances.”The venue boasts flexible seating structures, which means that for each special event, the Coca-Cola dome is able to tailor-make the audience experience. Attie van Wyk, CEO at Big Concerts, says, “We have configured the Coca-Cola dome for anything from 8,000 to 18,000 people.” 

The venue’s pillar-free space ensures that the Coca-Cola dome can accommodate various different types of events. During July the venue hosted the globally successful Disney on Ice skating spectacular for the third successive year. The weight of the Disney on Ice set is a staggering eight tons, the painted backdrop is over 70 metres long, and it includes a castle which is 10.9 metres tall!

 

The Coca-Cola dome hosted the 2014 Reebok CrossFit Games Africa Regionals for the first time and we were able to accommodate all their monster gym equipment. For a few days the venue was a home for ring towers, climbing frames and chinning towers and the fittest athletes in the region.

The world-famous DJ Armin Van Buuren’s Intense tour plays at the best venues in the world, and in South Africa the Coca-Cola dome hosted this exclusive live performance. “The fact that we were selected to host this prestigious international concert emphasises that we are a truly versatile venue, capable of managing top acts and unique events,” says Green.

Due to the excellent reputation within the events industry, and backed by an experienced management team, the Coca-Cola dome will be showcasing top international artists to entertain various audiences in Gauteng. This includes The Fray, Thirty Seconds to Mars, Kenny G and John Legend. In August we’re going to be celebrating women’s month with two of the biggest neo-soul and R’nB artists – Jaheim and Anthony Hamilton, supported by local group, Mafikizolo.

Don’t forget to check our website for more info on the exciting entertainment lined up for the next few months of 2014. Visit www.coca-coladome.co.za.

the Coca Cola dome – Experience. Accessibility. Excellence.

via: Bizcommunity

Exhibiting at AFRICACOM 2014?

Africacom2014

AFRICACOM is back in 2014 and promises to be bigger and better than ever before. The organisers are expecting a record number of delegates from around the world, making AfricaCom, Africa’s premier Telecoms trade show to visit. HOTT3D will be onsite assisting both the organisers and clients with the signage and expo side of AfricaCom 2014.

FACTS:

Dates: 11-13 November 2014

Venue: CTICC Cape Town, South Africa

Exhibitors: +375

Attendees: 9 000

Speakers: +300

Website:  africacomworldseries.com

Twitter: @AllAboutCom

Facebook: facebook.com/AllAboutCom

 

AFRICACOM 2014

If you are involved in the digital economy in Africa then this is the event for you:

  • Attended by 9,000 of the smartest, most switched-on digital movers and shakers in Africa
  • Supported by 300+ of the biggest-hitting speakers in the digital world in Africa and beyond
  • Chosen by 375+ of the world’s most innovative, forward-thinking telecom brands to showcase their solutions and services
  • Delivering a value-busting 11 events in 1

AfricaCom – the biggest and best tech event in Africa that gathers together senior decision-makers from the entire digital ecosystem…

AfricacomCTICC

 

HOTT 3D – Client Exhibition Stands from AfricaCom 2013

(click to view on Behance)

allot - Exhibition stands Cambuim Exihibition Stand

WIOCC - Exhibition standsTXO - Exhibition stands

 

Agenda/Exhibition times:

DAY 1 Tuesday 11th November 2014 – Exhibition Opens: 10.00-18.00

DAY 2 Wednesday 12th November 2014 – Exhibition Opens: 10.00-18.00

  • AfricaCom Awards: Networking reception, gala dinner and after-show party celebrating the achievements of the telecoms, media and ICT market in Africa

DAY 3 Thursday 13th November 2014 – Exhibition Opens: 10.00-17.00

africacom expo

Interested in Sponsoring or Exhibiting?

Request a brochure: africa.comworldseries.com/request-a-brochure/

Sponsorship & Exhibition opportunities

Ensure your brand is seen as a market-leader by 8,000 decision-makers attending AfricaCom.

Contact us today to take your place alongside the highest-profile brands in the market.

Jean-Pierre Bird
Exhibition & Sponsorship Sales
Email: Jean-Pierre.Bird@informa.com
Tel:
  +44 (0) 20 701 75823

 Floorplan:

floor

View the complete Exhibitor list over here.

Key figures from Africacom 2013:

Africacom 2013

Africacomattendance

The Complete Guide to Successful Exhibition Marketing – Part 2

The-Complete-Guide-to-a-Successful_Part 2

In the first article of the Complete Guide to Exhibition Marketing we examined the first 3 steps of:

  • Step 1: Selecting the Right Exhibition for Your Company
  • Step 2: Setting Objectives
  • Step 3: Target Marketing

In Part 2 we will take a look at the following 3 steps:

  • Step 4: Pre-Show Communications with First Time Visitors
  • Step 5: Pre-Show Communications with Long Time Visitors
  • Step 6: Management Perspectives

Step 4: Pre-Show Communications with First Time Visitors

step_4Contacting this target audience is a matter of choosing between many communications options, but keep this in mind: visitors spend their own money and give up valuable time to be at the exhibition – so you must do everything possible to make their investment worth the effort. Also, use the appropriate language or dialect in your communications.

At a typical exhibition, 40 percent of the audience is attending for the first time. Furthermore, over 50 percent of these important buyers and/or purchasing specifiers will not attend another exhibition in the year ahead. This creates a tremendous exhibitions marketing opportunity for your company. In fact, research shows that 88 percent of your prospects were probably not contacted by one of your field sales representatives in the previous year. So you need to let these new prospects know about your participation. Here are some suggestions about how to do that:

1. Advertise in pre-show publications – both print and electronic – and special show issues of your industry’s trade journals. Remember to mention the important sales features of your exhibit, where it’s located, who will be on the stand, etc. Pre-show advertising can more than double your stand activity during a show, since 83 percent of the visitors use show “previews” to help them plan their visit.

2. Offer “show specials” or other promotions in the stand to positively position your company and its products. And personalize your marketing message to each audience segment: Let them know that if they do business with you, life will be better and they will save money.

3. Take advantage of all the new promotion opportunities on the Internet. Most exhibition organizers provide direct links with your company’s Web site, as well as excellent on-line advertising opportunities. “Banner advertising” or web logs, called “blogs,” can effectively call attention to your stand’s special featuresand its location. Remember to use the appropriate languages.

The-Complete-Guide-to-a-Successful_Part 2_sep 1

Step 5: Pre-Show Communications with Long Time Visitors

step_5Another important CEIR Research finding: 60 percent of a typical exhibition audience has been attending for two or more consecutive years.

The exhibition organizer can help you effectively reach this visitor group by providing mailing lists and other database information. You can then use targeted direct mail to tell these important buyers and/or purchasing specifiers that you are hoping to see them at the show this year. An effective direct mail program can increase visitors to your stand by 53 percent.

Direct Mail

Personalized direct mail is a highly effective motivator, and you should try to send at least three mailings. Research proves that each mailing increases the response rate in your stand: one mailing gets 25 percent visitor response, two mailings generate 50 percent and three mailings create a 75 percent increase. Furthermore, the buyers’ perception of your company’s presence at an exhibition increases positively with each mailing you send.

Specialty Items

Give-aways, or specialty items, creatively used in conjunction with direct mail are also quite effective. Choose a unique item, if possible, one that is memorable and environmentally friendly. Consider this approach: Send one half of a specialty item to these previous visitors and invite them to pick up the other half in your stand during the show.

Advertising

Advertising to this group is also important because it reinforces your show presence and enhances your company’s recognition. You might even consider some follow-up telemarketing to key prospects and opinion makers; this personal contact makes a very positive impact.

Also, evaluate a variety of advertising opportunities, as each can be effective, depending on your needs: World Wide Web sites, print advertising in show publications, industry journals, local and regional edition newspapers, outdoor billboards, radio and television, hotel video programs, multimedia kiosks or banners placed throughout the exhibition, shuttle bus advertising, and more.

Newsletters

Either printed or electronic, newsletters are another effective way to promote your participation in an exhibition. It should be easy to read and filled with valuable information targeting your current customers and prospects. It can be in several languages, according to the visitor profile, yet focused on techniques to increase profitability. A newsletter permits you to position your company as an expert in your industry sector. It is more effective when sent before the event and post-show, as a final promotion.

Sponsorships

Sponsorships are particularly effective in demonstrating your support for an exhibition. Be sure that the sponsorship package offers opportunities for increased exposure for your company. And make sure your target audience knows that you are a sponsor in the exhibition, as it underscores your commitment to their industry.

Finally, don’t leave anything to chance: make exhibitions an integral part of your company’s total marketing mix. Research shows that exhibitors who carefully plan and integrate other marketing media into their exhibit programs are more successful at attracting their targeted audiences and converting them into qualified sales leads.

The-Complete-Guide-to-a-Successful_Part 2_sep 2

Step 6: Management Perspectives

step_6Never doubt that your pre-show activity is worth the effort, since 75 percent of all visitors arrive at an exhibition with a predetermined agenda as to whom they plan to see and very often what they plan to evaluate and buy. You want your company to be one of them and pre-show promotions are the best way to do that.

Also, for the larger mega-shows where visitors must be highly efficient with their time, they are greatly influenced by what they see/hear prior to the show.

 

CEO Studies

Incomm International (based in Chicago, IL) asked chief executives why they attended exhibitions and their responses were overwhelmingly positive:

  • 84 percent said they attended for personal contact with their customers;
  • 78 percent wanted to assess the marketplace

and exhibitions were the best way to do that;

  • 69 percent wanted to see what their competition was doing;
  •  66 percent came to support their exhibition staff.

Here’s another bit of interesting research: A survey of CEO’s found that 18 percent attended an exhibition because some exhibiting company gave them a complimentary pass. If the exhibition organizer offers complimentary show registrations, by all means use them to further reinforce your participation with this management group.

Finally, a recent study of the most successful companies at exhibitions found that they had one thing in common: they all engaged in pre-show promotion, or target marketing. Some companies mistakenly think that the exposition organizer is solely responsible for getting a quality audience to the event. Smart exhibitors know that they share the responsibility and promotions are the key. The bottom line is that everything you do in advance pays real dividends at the show.

Post via: www.ufi.org

SUCCESSFUL EXHIBIT MARKETING
by Bob Dallmeyer

Complete Guide to Successful Exhibition Marketing – Part 1

Exhibitions are the best face-to-face marketing opportunity for companies around the world. They provide outstanding sales, marketing, research, branding, financial, and other rewards for companies that understand some important exhibition marketing fundamentals. Executive decision-makers consistently rank exhibitions as their “Number One” choice for obtaining purchasing information — beating out 12 other business media choices, including direct mail, advertising, telemarketing, etc. Exhibitions are the only sales and marketing medium that delivers a pre-qualified visitor to your company’s stand in a face-to-face selling environment. And these visitors, invest their own valuable time and expenses to be at the exhibition. This is truly an outstanding marketing opportunity.

Peter Drucker, in his book Post Capitalist Society, calls this new century the age of specialization and knowledge. “We no longer make or move things; we apply knowledge to knowledge.” And because exhibitions are the prime opportunity to accomplish this, UFI, The Global Association of the Exhibition Industry, presents this marketing resource for exhibiting companies and exhibition organizers, who can share this information with their exhibitors. Much of the research data is based on studies originally performed by the Center for Exhibition Industry Research (CEIR), based in Chicago, Illinois, USA.

The steps to follow:

Step 1: Selecting the Right Exhibition for Your Company

Step 2: Setting Objectives

Step 3: Target Marketing

Step 4: Pre-Show Communications with First Time Visitors

Step 5: Pre-Show Communications with Long Time Visitors

Step 6: Management Perspectives

 Step 1: Selecting the Right Exhibition for Your Company

Choosing the best exhibition that matches your company’s sales, marketing, branding, or other objectives is your first step toward success. It is a challenge, however, since there are an estimated 30,000 business-to-business exhibitions held each year all over the world.

Here are some thoughts to facilitate your selection process:

1. Focus on those global exhibitions offered in the industry sector that are appropriate for your company.

2. Evaluate these exhibitions according to their importance within that sector, as well as their local, national, or international appeal. For example, how long have they been operating?

3. If your competition is exhibiting in these events, it may be a good indicator that you should consider exhibiting.

4. Carefully review the audience demographics (the published metrics or data about the visitors, exhibitors, press, VIPs, etc.). The exhibition visitor profile should offer your company a good potential for making sales or gathering sales leads. Do your customers attend the exhibition?

5. If your focus is on company branding, these visitor metrics should help you determine if there is an opportunity to achieve this.

6. Be sure that the company producing the exhibition has a good financial reputation. Find out how long they have been in business.

7. The total geographical area served by the exhibition should match your marketing needs.

8. The facility where the exhibition will be held should be evaluated, particularly for its technology offerings?

9. Evaluate the city where the exhibition will be held – are there good hotels nearby? What about entertainment opportunities for meeting with your current customers?

10. Consider accessibility to exhibition by air, rail, auto, since this will affect attendance. Are there other transportation options available?

11. Evaluate the support services offered at the exhibition. For example, translation services are usually required.

12. Finally, the time of year the exhibition will be held and political considerations can be important factors. After a thorough study, contact those exhibitions that are appropriate for your company’s marketing goals and needs. Remember that exhibitions are about making sales immediately, or significantly shortening the sales process for future sales.

Step 2: Setting Objectives

The second step toward exhibiting success is establishing objectives for your company’s participation. The sad truth is that 71 percent of exhibiting companies do not set objectives or plan strategies for their participation. Even worse, only half of these companies with objectives ever follow through on their stand. However, those companies that establish and measure objectives consistently achieve great success. Objectives provide direction for every aspect of your company’s exhibition participation: your marketing strategies, branding plans, budgets, exhibit architecture, graphics, products, literature, IT support, and the necessary staff.

Objectives & Sales: Objectives also stimulate sales performance in the stand, particularly if they are measured in terms of their quantity and quality of contacts by the staff. This means you should turn your company objectives into personal goals for each member of your staff to achieve at the exhibition. Research consistently proves that successful exhibiting companies make sales related objectives their priority.

Basic Objectives To set objectives, you must define what your company wants to sell, promote, market, brand, or communicate in an exhibition — and to whom. Typical objectives are any combination of the following:

1. Increase sales through new orders or qualified trade show leads.

2. Introduce new products or services.

3. Enhance your relationships with current customers.

4. Conduct market research.

5. Obtain contact names for the company’s e-mail list.

6. Open new markets or territories.

7. Gain media exposure.

8. Check out the competition.

9. Enhance the company image or brand.

10. Conduct sales meetings in conjunction with the exhibit.

11. Provide education to the visitors.

12. Recruit new employees.

Setting objectives is the first step in any successful exhibition marketing activity. As the marketing guru, Lawrence J. Peter, wrote: “If you don’t know where you’re going, you will probably end up somewhere else.”

 Step 3: Target Marketing

Target marketing is the next important step in the exhibition marketing process. In theory, it’s quite simple: you contact the visitors you want to see at an exhibition and tell them where your stand is located and what you are exhibiting, branding, demonstrating, etc.

Visitor Categories At an established exhibition, the visitor group is composed of the following categories:

1. Buyers and/or specifiers of purchases, some of whom will be attending for the first time, while others are loyal visitors, returning year after year.

2. Press representatives (both print and electronic).

3. Very Important Persons, VIPs or Opinion Makers.

4. International visitors.

5. Students, who may be influential buyers in the future.

6. Others involved with the industry.

 

Actual Target Audience It is important at this point to be realistic about the number of visitors you can expect to meet at any exhibition. You and your team must understand that not every visitor has an interest in what your company is exhibiting. In fact, research proves that approximately 15 percent of an exhibition audience has general interests in any product or service category. To be certain in your exhibition planning, consider 10 percent as your specific target audience.

 

Part 2 will be published next week

 

Post via: www.ufi.org

SUCCESSFUL EXHIBIT MARKETING
by Bob Dallmeyer

The similarities of exhibiting success and sporting success

With the summer of sport set to continue with the Commonwealth Games this week, my thoughts have turned to running.

Not the pounding the streets, sweaty kind, but more the running of a good exhibiting strategy. Just as energetic and muscle testing from experience, but with a lot less Lycra!

So just how does exhibiting compare to sporting success?

Nimlok Ltd Exhibiting at Marketing Week Live 2014 with busy stand

Preparation and ambition is key

Ok, so planning 10 years ahead for an exhibition stand may be a little OTT, but Rory McIlroy’s dad’s decision to place a bet on his son winning an Open back in 2004 has made him £50,000 richer. So the lesson to be learnt for would-be exhibitors is to think ahead, set objectives and then exceed them. Either that or have an offspring who’s handy with a golf club of course.

Lightning doesn’t strike twice

Sorry Andy, but just because it happened once doesn’t mean history will repeat itself. It’s the same for exhibitors unfortunately. Last year your giveaway went down a storm, but do the same this year and it might be less giveaway and more give it miss. Keep it meaningful and make sure your giveaways, if you choose to use them, tie in with your overall theme. Move with the times and keep challenging how and what you choose to exhibit, how you’ll attract attention and what message you have to get across.

Team work matters

As Germany proved, team work matters – even from those on the substitute bench! Getting the right mix of sales staff, product professionals and master marketers is essential to maximise return on investment from any event spend. Just thinking back to our own Marketing Week Live presence, we made sure we had the right mix of professionals there. If you want to get your message across professionally you need to be engaging in meaningful dialogues and that means with well briefed, knowledgeable stand staffers. That way you filter the real leads and can maximise the number of qualified leads obtained, which is really the main GOAL!

Don’t get caught napping

After all, unless you are this man caught sleeping at a Yankees game who is suing ESPN for $10 million, you’re more likely to lose money than gain it if there are any sleepy sales staff on stand! Exhibition attendance is like a marathon – stamina is key and you can only rest when you’ve covered the distance. Judging by our recent Marketing Week Live attendance, there are a lot of miles to be covered through stand set-up, reaching out to prospects, visiting other stands to gain new ideas and surveying the hall about their exhibition drivers.

Phew! After that mental workout, why not now enjoy a brew. Not only will it exercise your mouth muscles in advance for sales conversations, but if you follow Yorkshire Tea’s example from the Tour De France this year, it will also give you a grand idea for linking your brand with the next sporting big thing. Another great example of how events generate great ideas.

Via: Nimlok

CTICC celebrates sod turning on expansion project -2014

CTICCHard work and careful planning over the past few months culminated in the first sod being turned on the construction site of the Cape Town International Convention Centre (CTICC) expansion today.

“The expansion, which is set to raise the global competitiveness of Cape Town as a premier world class meetings and events destination will double the centre’s existing exhibition capacity by adding 10 000m² of flexible space,” said CTICC Chairperson, Gary Fisher.

Over the past eleven years, the CTICC has played an instrumental role in driving economic growth and job creation in South Africa by attracting international meetings and events to the city. The CTICC has cumulatively contributed over R22 billion to the national Gross Domestic Product (GDP) and in excess of R7 billion to the Western Cape Gross Geographic Product (GGP).

“Estimates put the contribution of the CTICC expansion to the national GDP at R1.98 billion by 2020. The provincial GGP will also stand to benefit from the expansion and it is expected that CTICC’s contribution to the Western Cape GGP by 2020 will be in excess of R500 million.” adds Fisher.

“The CTICC Board agreed shortly after the centre first opened its doors that an expansion was pivotal in order for CTICC to maintain its global competitiveness amongst other international convention centres,” said Fisher.

“By expanding, we will be able to stage more events, offer more flexibility and allow for an increase in the concurrent hosting of various sizes of meetings, conventions, exhibitions and other events,” he added.

“The expansion will also entrench our international reputation for sustainable business development, and make a real contribution to job creation and the coffers of the city and the province,” added Fisher.

One of the key elements in the expansion relates to an empowerment framework that will see the establishment of opportunities for small, medium and micro enterprises to become part of the project. “These opportunities will not only be created in the construction phase, but will form part of the centre’s business model and strategy, creating sustained job opportunities,” said Fisher.

Given the CTICC’s commitment to achieving and where possible exceeding standards of international best practice, sustainability will be a core priority of the new building. The expansion project is set to incorporate leading advanced green design principles. “This is necessary if the CTICC wants to continue competing in the top league of international meeting venues,” he added.

Western Cape Premier Helen Zille welcomed the expansion, during an address she delivered on behalf of the Provincial Government at the sod turning event in Cape Town earlier today. Premier Zille was joined at the sod turning by the City of Cape Town’s Executive Deputy Mayor, Alderman Ian Neilson and MEC for Economic Opportunities, Alan Winde.

“CTICC is a valued asset to this province. Its expansion will further increase the contribution to the province’s and the country’s economy and spur job creation. More people will become involved – directly and indirectly – in the staging of events at CTICC, and this brings with it very valuable economic growth,” said Zille.

“Today we reach a significant milestone of a long process to expand the CTICC to build on its success. The City of Cape Town is proud to be the major partner in the ownership of the CTICC. We have committed ourselves by providing the land and the majority of the finance required. We are pleased to work with our partner, the Western Cape Government, and the CTICC Board,
to make this project possible,” said Deputy Mayor Neilson.
“The CTICC is a major economic catalyst for our region. Its expansion will increase the facility’s capacity to host meetings and exhibitions. In the last financial year the Western Cape secured 19 conference bids worth R347 million to our economy. The CTICC is driving the Western Cape’s lucrative meetings industry. I am confident the expansion will increase business travel to the province and create more jobs,” said MEC Winde.

Via: EXSA