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ENDORSED BY
COVER STORY
04 Successful exhibitions 3D Group offers extraordinary and unparalleled exhibition experiences
FEATURED VENUE
10 Durban ICC A venue with endless possibilities
FEATURED ORGANISER
12 Jacaranda Events A leading exhibition company
FEATURED SERVICES
14 Barmotion Ingenious exhibition treats
HOW TO
18 From A to Z: ticking all the boxes
20 Top 10 exhibition trends
21 How to ensure return on investment
22 Top 5 ways of attracting people to your stand
23 Get the most from your giveaways
24 Decorate and design with decorum
25 Exhibition greening
26 How to incorporate technology effectively
STAND
BUILDERS
XHIBITIONS ACT as sophisticated platforms for conducting business, networking, and brand exposure on both a national and international level. Not only are they excellent marketing opportunities, as the entire marketplace and industry is available to you, but they also provide you with the rare opportunity to engage with your clients.
There is, therefore, no question as to why you’d want to be at an exhibition. But, once you’ve booked your space, what happens next? This can be an overwhelming
28 Compex Building your reputation
30 New Dimension Group They make it happen
31 GL events Specialised exhibition expertise
REGULARS
03 Ed’s letter Maximising the power of exhibition
08 Expo Shorts Industry must-knows
The Exhibition Entertainer
Maximising
power
experience. But worry not; The Exhibition Planner is your key to a successful exhibition experience. It is packed with useful information about making the most of exhibitions by doing a few simple things before, during, and after each event. By following our advice, you will be in a positon to check all the boxes and ensure that you get the most out of being part of an exhibition.
Happy planning!
exhibitionsSuccessful
WITH THE ABILITY to design, construct, project manage, and execute up to 400 exhibitions and events a year, 3D Group is a leading South African full turnkey exhibition solutions provider.
The company’s head office is conveniently based in Johannesburg and it has another office in Cape Town, ideally locating it to cater to all 3D Design exhibition needs across South Africa.
The 3D Group comprises nine specialist disciplines that work in harmony to provide a professional, turnkey exhibition experience for exhibition organisers and exhibitor companies alike.
SPECIALIST SERVICES
With an extensive history of successful exhibitions, as well as professional and experienced staff, 3D Group is able to offer you specialist and unique services. These include:
• 3D DESIGN is one of the largest exhibition stand design and construction companies on the continent. It specialises in custom wood and custom modular (Octanorm) exhibition stands, and is often the recipient of ‘best stand’ awards for stand design and construction excellence.
A full turnkey exhibition solutions provider specialising in nine disciplines, 3D Group offers extraordinary and unparalleled exhibition experiences.
• 3D SHELL excels at providing an exhibition infrastructure service company to exhibition and event organisers, and most recently launched EaziXpo – an online exhibitor and services management system.
• 3D BRANDING SOLUTIONS carries the Octanorm Vario range of portable display products. There’s also a leading-edge audiovisual and IT hire business, which provides equipment and the manpower to install it and ensure seamless operation.
• 3D EVENTS assists clients with those activities typically scheduled to take place at the exhibitions in which they participate. 3D Events specialise in stand activations, year-end functions, roadshows, golf days, vehicle and product launches, awards evenings and gala dinners.
• 3D FURNITURE HIRE started business over 15 years ago, with three tables and six chairs. Today, it stocks over 8 000 items, including fridges, coffee machines, couches, chairs, barstools, and brochure holders in its 1 000 m2 warehouse.
• SWITCHED-ON-ELECTRICAL supplies lighting solutions to not only the 3D Group, but also to a host of other exhibition stand builders and event companies. It stocks over 3 000 fittings, from spotlights, hanging lights, colour-changing LED lights, to chandeliers and specialised lighting.
• State-of-the-art computerised board-cutting machines and a 100 m2 spray booth provide
clients with access to 3D’s customisation expertise for bespoke exhibition stands, shopfitting, and custom-made point-of-sale display units.
• There’s also a team of graphic designers and a printing plant capable of printing large-scale graphics for use on stands, as well as in smaller formats, to complement the overall exhibition visitor experience.
ESTABLISHED IN EXHIBITIONS
“Simply put, EaziXpo is an easy-to-understand, flexible online exhibition management and services ordering system, customised for each new exhibition to address its unique requirements,” says sales and marketing director Conrad Kullmann.
With over a decade of experience, during which it has acquired preferred supplier status to most of the larger exhibitions and events in South Africa, 3D Shell excels at providing an exhibition infrastructure service company to exhibition and event organisers.
Its in-house team manages each exhibitor’s individual requirements on behalf of the organiser so that it can focus on selling the show. Its portfolio also includes country pavilions, package deals, and specialised exhibition areas, such as information points, VIP zones, coffee areas, and organiser offices.
The shell scheme industry is fast becoming an unsustainable commodity business, with prices being driven down until suppliers' margins are minimal. As such, the EaziXpo system was developed to give 3D Shell a unique selling point by adding value to all involved in the process.
3D Shell is currently the exclusive shell scheme supplier to HobbyX, MamaMagic, HuntEx, Manufacturing Indaba, Africa Energy Indaba, Infrastructure Africa, A-Osh Expo, Hostex, World Travel Market Africa, The Solar Show, Africa Rail, Cards & Payments Africa, Power & Electricity World Africa, and BreakBulk Africa.
EAZIXPO
Voted as the best supply company by EXSA, 3D Shell, one of the busiest suppliers of exhibition infrastructure in Africa, has innovated the exhibition industry for organisers, exhibitors, and suppliers with the launch of its innovative EaziXpo online exhibitor and services management system.
This is an online exhibitor and services management system. Based on workflow principles and housed in the cloud, it does away with the need for the endless paper trail and complicated spreadsheets of data –historically proven to be unreliable because of human error – to provide an elegant solution for managing all aspects of the exhibition, including money collection for extra services.
The group’s other businesses not only support that of 3D Design and 3D Shell, but also contract to any company seeking services that support exhibitions and events. Of course, as supplier, 3D Group benefits, too, because the site houses – at any one time – a complete and up-to-date database of exactly what is required and for which exhibitor. This facilitates its planning and scheduling.
“For the organiser, EaziXpo is a game changer: there’s no paperwork, no filing, no dragging files to site, and no arguing with exhibitors and suppliers over infrastructure and extra services. All he or she needs is an iPad or computer and an Internet connection. For the exhibitor, because it is workflow-based, it’s an organisational tool; a way of ensuring all the bases are covered so there are no unpleasant surprises a few days before the exhibition opens,” adds Conrad.
DELIVERING SUPERIOR SERVICES
Meet the team
JOHN KULLMANN, MANAGING DIRECTOR
3D Cape recently developed a floor plan for Design Indaba 2015 that truly stood out as a world-class design, and helped the exhibition raise the bar.
The layout, which had a triangular footprint, as opposed to the run-of-the-mill 90-degree grid, gave the exhibition a ‘designed’ look and opened up the space to enhance both exhibitor and visitor experience.
CONRAD KULLMANN, SALES & MARKETING DIRECTOR
IVOR ALLISON, PRODUCTION DIRECTOR
The turnkey service provided by the 3D Group company included, among others, overall design of the space, as well as way-finding and signage; design and construction of custom stands; provision of the shell scheme, as well as free-standing podiums and special areas like the First Editions and Spotlight zones; and all the extra services that exhibitors require, such as carpeting, electrics, and flowers.
Design Indaba 2015 covered a total of 7 050 m2 and featured some 280 power points and 150 distribution boards. It attracted 613 exhibitors (of which 280 took the shell scheme), 674 buyers, and over 50 000 visitors.
TONY CANTATORE, FURNITURE DIRECTOR
ANDREW KEYMER, 3D CAPE MANAGER
In addition to introducing a new layout, 3D Cape also suggested Design Indaba relook the eventing area. This worked in conjunction with the food areas and Design Indaba brought back the food truck concept, which proved very successful.
3D Cape is a major supplier to the exhibition industry in the Western Cape and has quadrupled in size in just four years.
“We are exceptionally pleased with how well our first outing partnering with Design Indaba went. We faced several challenges – most importantly, the need to freshen up the expo as well as deliver a big-budget feel without necessarily having the deep pockets to dip into.
“Our solution was to take a ‘design’ approach: to incorporate focal points into the floor plan so that these could be designed as opposed to just ‘being’. It worked really well,” says 3D Cape director Andrew Keymer.
RECENT AWARDS
3D Group was, once again, the big winner at the 2014 EXSA Awards, as judged by members of the association. For the third year in a row, 3D Design was judged as the ‘Best Design Company’, while 3D Shell received the Best General Supply Company Award and two stand design awards.
DYLAN SOLOMON, DIRECTOR OF 3D SHELL
PAULA FERNANDES, MANAGER OF 3D EVENTS
NICK BRAND, 3D CUSTOM MANAGER
ONE TEAM • ONE SOLUTION • ONE SPIRIT
There is no greater combination than talent, skill and experience. At 3D, they pride themselves on 19 years of crafted results.
WHAT IS EXSA?
The Exhibition and Event Association of Southern Africa (EXSA) is a non-profit organisation representing the exhibition industry with members including Venues, Organisers, Exhibition Designers, Stand builders, Service Companies and Associate organisations. Formed in 1980, EXSA is recognised internationally as the voice of the exhibition industry in South Africa.
WHAT DOES EXSA DO?
EXSA adds credibility, status and integrity to its members through membership qualifying criteria and adherence to its Code of Ethics.
EXSA protects the interests of its members, and both exhibitors and visitors to exhibitions.
EXSA provides recognition to members and exhibitors by judging exhibition stands and exhibitions, thus developing and promoting excellence within the industry. Each year the EXSA Awards take place – the “Oscars” of the industry.
EXSA sets standards and ethics amongst its members and endeavours to create a professional image for the industry as a whole. EXSA provides a platform for arbitration and mediation in the event of disputes between members and/or exhibitors.
EXSA lobbies at government level on legislation affecting the exhibition industry such as the Safety and Security Act.
EXSA provides an information collection and dissemination service to all interested parties, both locally and internationally via its “EXSA Express” newsletters and Members Only newsletters.
EXSA has alliances with other international associations including UFI; ESSA; AEO; IAEE; and locally with the Event Greening Forum (EGF) and the Tourism Business Council (TBCSA).
The EXSA office is always available to help you with advice and information.
shorts
NEW CEO AT DURBAN ICC
The Durban ICC has appointed Lindiwe Rakharebe as its CEO, effective as of 1 April 2015. With more than 30 years’ experience in the corporate environment, Lindiwe joins the Durban ICC from her position as ABSA’s regional executive for KwaZulu-Natal.
“I am passionate about teamwork and plan to work very closely with our stakeholders to ensure that the world recognises our potential. It is important to have synergy and work collectively to achieve the best results,” says Lindiwe.
JACARANDA AGRICULTURAL SHOW'S NEW MANAGEMENT
Tshwabac, owner of the Jacaranda Agricultural Show, has announced that this 75-year-old landmark agricultural event will be under the new management of Petro Ferreira and her team. The show has been refocused as a purely agricultural show and Petro, a wellknown stalwart in agricultural circles, has accepted the challenge of growing the event to its full potential. This established show is set to take place at the Tshwane Events Centre’s show grounds from 26 to 29 August 2015.
Lindiwe Rakharebe, CEO, Durban ICC
Petro Ferreira, Jacaranda Agricultural Show
The ins and outs of the exhibition industry.
EXHIBITION EXPERTS
Expo Guys is an independent company that offers a full range of services for exhibition stands and events, from design brief to handover. The company manufactures its own exhibition system material in its West Turffontein factory, and delivers the best-quality material, which explains why Expo Guys is frequently contracted to build exhibition stands for other exhibition companies. The company can also assist with stand decor by providing flooring, furniture, and electrical fittings for hire.
CUSTOMISED EXHIBITION BOOTHS
The Exhibition Division at New Dimension Group will provide you with interiors, exhibition stands, store layouts, and set designs to enhance your brand’s identity. The division also offers commercial, retail, and industrial specialised revamping and construction services. Offering services such as site surveys and budget representations, concept and identity establishment, as well as 3D perspectives, you can turn to the Exhibition Division for all your exhibition needs.
CRAIG NEWMAN CONTINUES TO CLIMB EVEN HIGHER
Johannesburg Expo Centre CEO
Craig Newman has been appointed to the UFI executive committee by the main board of directors of UFI, The Global Association of the Exhibition Industry.
“I am, once again, honoured and humbled by the UFI’s belief in my ability to make a meaningful contribution to this platform,” says Newman. UFI is the association of trade show organisers, fairground owners, and national and international associations of the exhibition industry and its partners. As of last year, it has more than 600 members from 85 countries.
ONE OF THE WORLD’S 10 MUST-SEE EXHIBITIONS
The world-renowned Art of the Brick exhibition features over 70 art sculptures created from more than a million Lego bricks, and has been proclaimed as one of the world’s 10 must-see exhibitions by CNN. These one of a kind Lego brick sculptures are the work of US artist Nathan Sawaya.
Not only does the exhibition include a six-metre-tall T. rex skeleton comprised of more than 80 000 Lego bricks, but it also showcases Sawaya’s interpretations of famous artworks such as the Venus de Milo and Vermeer’s Girl with a Pearl Earring. Sawaya’s ability to transform this common toy into something meaningful, his devotion to spatial perfection, and the way he conceptualises action, enable him to elevate what almost every child has played with to the status of contemporary art. theartofthebricksa.co.za
Expo Guys
Craig Newman, CEO, Johannesburg Expo Centre
A venue with endlesspossibilities
THE DURBAN INTERNATIONAL
Convention Centre (ICC) has successfully hosted some of the world’s largest and most prestigious events, built a reputation as a world-class business events facility, and made an immense contribution to both the provincial and national economies.
The Durban ICC’s contribution to the country’s gross domestic product over the past eight years has exceeded R20 billion, not counting the contribution it made over the first nine years of its operation.
EXOTIC LOCATION
A mere 31 km from the King Shaka International Airport, and within close proximity of the renowned Golden Mile, the centre offers clients an exotic location with scenic tropical surroundings as well as a wide variety of accommodation options, such as the Hilton Durban, Garden Court Marine Parade, and the City Lodge Hotel Durban – all situated close to the centre. There are also various entertainment options available to delegates nearby.
LIMITLESS SPACE AND CAPACITIES
The sheer size and scale of the Durban ICC is astounding, offering the largest flat-floor, columnfree exhibition space in Africa. The building itself is over a kilometre in length, large enough to park 14 Boeing 747s end to end.
The centre’s intelligent design and operable walls make an unlimited number of venue configurations available to clients. Its main convention hall area of 11 600 m² can be opened up to form one massive venue or subdivided into 22 separate exhibition halls of various sizes.
EXCEPTIONAL EXHIBITION EXTRAS
The Durban Exhibition Centre (DEC) is located directly adjacent to the Durban ICC and offers two large halls with a combined area of 9 270 m² of flexible exhibition space. To give an indication of size, the two main halls can accommodate 400 3 m x 3 m exhibition stands. In addition to this, the DEC provides several smaller halls and catering facilities ranging from 24 m² to 540 m².
Many of the centre's existing exhibition clients take advantage of the balmy Durban weather and expand their events onto the many extensive plazas on the property. These plazas and gardens are ideally suited to outdoor exhibition space where a variety of marquees and pavilions can be erected as required.
Thanks to all the exhibition venues within the complex being located on ground level, access for contractors and suppliers via the large loading bay doors is hassle-free.
A RADIANT RECORD
The Durban ICC is a member of both The Global Association of the Exhibition Industry and the Exhibition and Event Association of Southern Africa. It has had the privilege of hosting several high-profile local and international exhibitions. Some of the most well-known shows hosted at the centre include Indaba – Africa’s Leading Travel and Tourism Show, Decorex, Mama Magic, East Coast Radio House and Garden Show, Comrades Expo, as well as the Good Food and Wine Show.
In 2014, the Durban ICC received a clean, unqualified audit from the auditorgeneral of South Africa, a clear demonstration of its ongoing commitment to good governance.
The company has also achieved significant improvements in its own commercial performance, growing its revenues and effectively controlling its costs to produce strong financial results in recent years.
With versatile space that can be converted and customised to suit any kind of exhibition and a gleaming record of previous exhibitions, the Durban ICC is not only an exotic venue choice for exhibitions, but also an unparalleled one.
As Africa’s largest convention centre, the Durban ICC is the ideal venue to host large exhibitions.
5 THINGS TO DO IN DURBAN
1 Visit uShaka Marine World, which is only 3.3 km from the Durban ICC. Here you can visit the extensive aquarium, browse the large number of shops, or enjoy all the slides the water park has to offer.
2 Also incredibly close to the Durban ICC, the Suncoast Casino and Entertainment World offers various gaming, dining, and nightlife entertainment options, as well as movies for the kids and a spa for the ladies.
3 Watch an exciting game of rugby at the home of the Natal Sharks, the Growth Point Kings Park Stadium.
4 Adventurous thrill-seekers can go on an exciting shark cage diving experience offered by Shark Cage Diving KZN.
5 After visiting all the amazing attractions, it is highly recommended to soak up the sun on the golden beaches of Durban and swim in the warm ocean along the coastline.
Aleadingexhibitionorganising company
Offering excusive service solutions at Tshwane Events Centre, as well as across South Africa, Jacaranda Events is an innovative eventing solutions company.
ORIGINATING FROM a need for a client to have one project manager, and one quote to ensure all the mechanics of hosting and making an event happen, Jacaranda Events was established, following a series of inventive initiatives launched by Tshwane Events Centre a few years ago. These initiatives were aimed at supplementing the income generated by venue rentals. Over the years these initiatives have grown to such an extent that they have become a fully-fledged business.
WHO THEY ARE AND WHAT THEY OFFER
Jacaranda Events is a fresh new event logistical solutions company, which is able to provide its clients with a comprehensive A-Z guide of solution service for exhibitions and other events, ranging from the project plan to the centrepieces on a banqueting table.
Offering logistical services, draping, carpeting, AV and staging solutions, airport and hotel transfers, catering options, event planning, and even marketing solutions, there is nothing Jacaranda Events cannot do.
With its collection of professionals hailing from the events industry, who are geared towards an entrepreneurial spirit that delivers innovative and profitable solutions to the events industry, clients can enjoy peace of mind, knowing that the mechanics of their exhibition are taken care of by Jacaranda Events, and focus on the more important elements of the exhibition, such as building relations with clients.
5 REASONS TO USE JACARANDA EVENTS TO ORGANISE YOUR NEXT EXHIBITION:
1 A team with over 10 years’ experience in the events and exhibition industry.
2 It was created from a venue’s point of view, which gives it a unique approach to seeing exhibitions.
3 Preferential rates and benefits, should a client wish to utilise the Tshwane Events Centre.
TSHWANE EVENTS CENTRE AND JACARANDA EVENTS
These two companies share a mutually beneficial relationship, as the services offered by Jacaranda Events directly benefit from those presented by Tshwane Events Centre. While Tshwane Events Centre will provide venues for exhibitions and other functions, Jacaranda Events will be in charge of the exhibitions and catering platforms.
Tshwane Events Centre offers space, variety, and flexibility to clients, ensuring overall memorable and successful events. Competitive rates, customisable facilities, as well as a helpful attitude are all elements that make the centre unique as well as compliment the services offered by Jacaranda Events.
The location of this venue also makes it a sensible choice, as it is located five minutes from the Pretoria Gautrain Station, 40 minutes from O.R. Tambo International Airport, as well as within close driving distance to all major government departments in Tshwane.
A CLEAR AND DETERMINED VISION
The aim of Jacaranda Events is characterised by four distinct business disciplines. These are:
• event logistical support
• hospitality, which incorporates the Events Centre, on- and off-site catering services, as well as the brand new Jungle Café, which is open to the public six days a week for various functions
• a marketing service division, which specialises in event marketing, product launches, and activations
• an eventing arm that will assist clients in project managing events.
Jacaranda Events strives to boldly apply the entrepreneurial spirit and provide innovative and profitable solutions to the events industry by providing quality event logistical support, conferencing, catering, events creation, and marketing services.
It is unique because it is part of an established and well-known event and conference facility that has already established client ties such as national, local and municipal government structures. However, Jacaranda Events is also able to increase its reach by servicing other areas for business as it is not exclusively tied to the Tshwane Events Centre.
LOOKING TO THE FUTURE
4 Complete mobility, allowing the company go to where the client requires it to be.
5 Unique venue management experience, which allows it to understand both sides of the coin and allow for harmonious service between event and venue.
One will no doubt start seeing a strong presence from Jacaranda Events within the events and exhibition industry. It has several events and exhibitions lined up.
Its first client is the annual Tshwane Business and Agricultural Show, which will take place in August and they are currently assisting the Dino’s Alive Expo in Pretoria. It will also be involved with a few upcoming City of Tshwane Events.
“Jacaranda Events has been put in an unique opportunity to test the norms of eventing support solutions, allowing us to offer fresh, innovative solutions to clients anywhere on the continent,” says Ricky da Costa, general manager of Jacaranda Events.
Ingenious exhibition
treats
ENSURE A UNIQUE EXHIBITION by making use of the professional mobile bar and hospitality solutions offered by Barmotion. It is a dynamic company with a well-trained and dedicated team with 10 years’ combined experience. The company has put all its effort into finding the right brands and advanced equipment, as well as streamlining logistics, in order to allow its clients to enjoy the event without worry.
IDEAL FOR EXHIBITIONS
Services include an array of different refreshment bars, which offer the perfect solution if you are at a loss for which refreshments to provide at your exhibition. Barmotion has branches in Cape Town and Johannesburg, and provides all the equipment necessary to set up and run bars across the country.
A VARIETY OF BARS
Bars can be customised to suit the exhibition type and needs of the guests. Barmotion’s standard bars can also be converted into green bars on request. There are three
main categories, with a selection of tempting options under each. These are only a few of the options available:
BEVERAGES:
• Bubble tea bar This exotic Taiwanese drink will certainly be a hit with guests, as it is currently trending. It consists of an iced tea base, fruit syrup, and tapioca balls. Guests can customise their own bubble tea and enjoy delicious flavours.
• Speciality coffee bar Barmotion has the best baristas in the business who are guaranteed to serve the best cappuccinos in town.
• Health juice bar Ideal for the health-conscious and also suitable for vegetarians, this is a perfect option if you would like to provide your guests with healthy and delicious refreshments. Seeing as raw juicing is all the rage at the moment, the selection of fresh vegetable and fruit juices will undoubtedly be popular. Booster shots such as ginger and wheatgrass are also on offer.
COLD TREATS:
• Frozen yoghurt bar A sensible and healthier choice for warm weather, Barmotion’s frozen yoghurt bars offer fresh and low-fat frozen yoghurt. Guests can choose from many different flavours and then customise their frozen yoghurt with toppings like nuts, fudge, and syrupy sauces.
• Gelato bar This Italian-style ice cream will prove to be a decadent refreshment spot for guests. Customise your gelato bar by offering up to four flavours. There are a variety of
flavour options, including cookies and cream, Belgian chocolate, and fig and honey.
FOOD AND SNACKS:
• Crepe bar Provide guests with the lightest golden-brown crepes, with delicious fillings like chestnut spread or strawberries, and reap the word-of-mouth brand promotion rewards. Professional circular crepe machines are used to ensure perfect crepes at the bar.
• Pizza bar Guests will flock en masse to the bar boasting what is guaranteed to be one of
the most mouth-watering snacks available. Pizza bases are imported from Italy and served New York-style, which is sliced into quarters with all the toppings you can imagine.
BRANDED BARS
Different brands and exhibitors can also make use of Barmotion’s branded bars to maximise brand awareness. Barmotion provides different branding solutions in the form of branded shot glasses, cups, serviettes, plates, and many more.
Unleash
How to
This section will show you how to create a stand that is truly unique by incorporating green elements, graphics, and international stand design trends and technologies.
From A to Z: ticking all the boxes
WITH ELEMENTS SUCH as green stands, outdoor graphics, international stand design trends, and the growing need to incorporate technology that dominates exhibitions, it is difficult to create a stand that is truly unique. Exhibition stands allow for direct interaction with the customer, and are the best media to help realise a variety of goals with only one marketing endeavour. Consequently, it is vital to ensure that stands truly attract the attention of visitors. It is your responsibility to put the stand back into outstanding by pushing the boundaries of exhibition trends.
THE POWER OF EXHIBITIONS
The exhibition industry entails having a competitive edge by striving to outdo other stands and constantly raising the bar. Here is what the experts have to say about the different elements that contribute to a successful exhibition.
Exhibitions act as sophisticated platforms for conducting business, networking and brand exposure on both a national and international level. Not only are they excellent marketing opportunities, as the entire marketplace and industry is available to you, but they also provide you with the rare opportunity to engage with your clients.
Audience engagement will allow you to improve your brand by identifying the needs of your clients, determining the market potential, identifying opportunities to improve, and gaining valuable feedback from your target market.
Exhibitions also allow for face-to-face interaction, which is an added benefit as it is a cost-effective way to achieve trade objectives, such as establishing connections, interacting with clients, and networking.
In order to keep the innovative edge, and host a successful exhibition, Ricky da Costa from Jacaranda Events advises that one start off with planning, vision, and lots of energy. This is something that should remain a constant throughout the whole exhibition.
There are several boxes one needs to tick before, during, and after an exhibition.
MEET THE EXPERTS
We always try to give back to the industry – because we appreciate that, if the exhibitions industry is a healthy one, we will have a prosperous business.” Conrad Kullmann, group sales and marketing director at 3D Group
Being part of the worldwide GL events group, we aim to incorporate international trends with local needs to offer clients the best possible solution.”
Adèle von Well, business development and marketing manager at GL events Oasys
Our commitment to greening and sustainability is translated into our designs and business practices.”
Justin Hawes, chairperson of the Event Greening Forum
Jacaranda Events has been put in a unique position to test the norms of eventing support solutions, allowing us to offer fresh and innovative solutions to clients anywhere on the continent.”
Ricky da Costa, general manager of Jacaranda Events
The top exhibition
10
CREATIVE USE OF LED SCREENS LED screens have become a fundamental element of any successful stand. Flexible LED screens are being wrapped around corners and posts, and one can also see dynamic and extensive LED screen walls enhancing exhibition stands.
2
AUDIOVISUAL AND INTERACTIVE TECHNOLOGY
The elimination of paper trails has given rise to more elaborate audiovisual displays and increased use of technology. Augmented reality demonstrations attract visitors, allowing for interaction and generation of leads. Touch screens and tablets are being used to display products, collect customer information, and interact with customers by allowing them to post to social media feeds displayed on the stands.
3
PRINTED GRAPHICS Graphics panels have been replaced with printed graphics and digital fabrics, which are available in a vast variety of colours and textures, and allow exhibitors to stay true to their brand identity. These materials are also easier to transport and have the added benefit of being suitable for reuse at future exhibitions. Fabrics are being used more extensively, either as accents or comprising entire booths.
4
CUSTOM-DESIGNED STANDS
Budget cuts have gradually eased and exhibitors are not financially obligated to opt for standard designs anymore. Stands are now being tailored to accommodate detailed brand requirements and are catering to the specific target market, with the company’s goals in mind.
TRENDS
5
MINIMALIST ANGLES AND OPEN SPACES Walls and frames are a thing of the past. Geometric and pointed structures, with clean cut lines, are being used to open up stand spaces. This shows a trend towards bolder stand design and can also prove to be more cost-effective than elaborate stands, as these angles require less material. A key focal point is creating open spaces to ensure smooth traffic flow.
6
BOLD COLOURS Exhibition colour trends prove to be the most versatile, as they change at a rapid pace and can be quite fleeting. The current colour trend involves combining both conservative and dynamic colours. Colours such as white and grey act as neutral palettes with vibrant colours like orange and blue used to accentuate features.
HEIGHT AND STRATEGIC LIGHTING
7
Stands are increasing in height in order to attract attention. The trend is to use raised gross flooring on the stand and have a tall structure on the stand itself. Height is added where key features are accentuated, often adding light for greater emphasis. Exhibitors are demonstrating creative use of light in order to highlight certain areas of a stand.
8
NATURAL FINISHES AND MATERIALS Global design trends have introduced natural elements such as untreated timber and metal, to go along with the use of fabrics. The trend is to use metal to create a European look, often combining it with timber. Metal is growing in popularity as it is more resilient than wood and can be transported to other exhibitions without being damaged. Translucent material is also being used to display full-wall graphics.
9
SUSTAINABLE STANDS Even though it is not exactly a new trend, the greening of exhibition stands remains an essential element. Exhibitors are constantly seeking new and improved ways to be environmentally friendly, and this also influences stand design aspects, such as incorporating natural elements and making use of more technology.
ELEMENTS OF HOSPITALITY
10
The exhibition industry is placing great focus on creating social ambience within stands. The trend is to create a comfortable space for visitors, using comfortable seating and coffee stands. This encourages visitors to engage with an exhibitor for longer.
ensure return on investment How to
Ensure that optimal return on investment is a process that should be kept in mind in pre-, mid- and post-exhibition situations.
MANY EXHIBITORS WASTE large amounts of money in search of the wow factor. Instead of splurging on something that might not give you the desired return on investment, focus rather on linking the wow factor to your product or service.
Determine how the element you will be involving in your exhibition relates to the product, and make the connection clear to customers. The inventor of a new product could be showcased to provide a more informative exhibition experience, or you could hire a celebrity who is currently well known in the industry.
While the stand should be relevant, keep it simple and do not overwhelm the visitor with too much information. Describe and promote the product in the most efficient and concise way.
• Determine your goal and what return on investment you would like to see. Remember to keep this realistic, in order to avoid disappointment or wasted money.
• Set limits for yourself. It is important to know what you will be capable of and what might damage your brand. This includes your financial limits, as well as what you are able to achieve with your resources.
• Establish a step-by-step plan on how you will ensure return on investment. This includes briefing staff on the goals you would like to achieve before the show, monitoring your progress during the show, as well as measuring your end results against your expectations, and identifying the factors that either aided or hindered your progress.
• Identify, and make use of, all opportunities that could increase revenue and efficiency, and incorporate these opportunities into your plan.
Regarding adding extravagant elements to your stand to produce the wow factor, Conrad from 3D Group advises, “It’s vital that you seriously consider the return on investment on the so-called wow factors that sales people moot, because most of these cost an awful lot of money. I’d suggest tying in the wow factor to your product or service.”
Create an exceptional exhibition experience for visitors by having professional, informed, and enthusiastic staff on the stand and your product won’t be forgotten. The staff on your stand should understand the goals of the stand, as well as how their individual roles work together in achieving these. Staff should spend an optimum amount of time with visitors, during which they provide essential information on the product in a clear way and interact with every stand visitor. You will attract more visitors by word-of-mouth advertising if customers have an exceptionally positive experience at your stand. The people make the stand, so maintain a vibrant energy.
WAYS TOP 5 of attracting people to your stand
1GET TO THE POINT
Customers know what they want and often don’t have much time to spend browsing stands. Provide a clear indication of what product or service you are offering, in order to optimise stand efficacy. You can do this by making marketing material clearly visible and available on the stand. Be sure to have product samples on display, as this will invoke interest and give stand staff the opportunity to promote the product.
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related competitions. The promise of a useful free product or service will certainly draw customers to a stand. Other ways to promote interaction are to provide customers with an area in which they can comfortably sit and relax, or charge their mobile phones while being informed about your product or service.
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MAKE USE OF TRENDY TECHNOLOGY
DESIGN A SEDUCTIVE STAND One of the simplest ways to attract attention with a stand is to use the stand’s design and location to reach your specific goals. The stand structure should be open and accommodating, creating room for easy traffic flow and interaction.
your stand
customer by creating height, and using lighting to enhance features on the stand. Add to aesthetic appeal by using colour, motion, and bold graphics as well as incorporating international trends, such as using unfinished timber.
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ENGAGE AND INTERACT Add as many interactive components as possible to the stand. This will encourage customers to engage with stand staff and inspect the product or service. You can do this by offering refreshments such as bubble tea, having branded and innovative giveaways on hand like USB car chargers and product samples, or running quick and easy industry-
Appeal to all five senses and give customers a comprehensive experience by incorporating leading technological elements on an exhibition stand. Not only will this draw people in, but it will also demonstrate an advanced and up-to-date company image, as well as successful adaption to change. Making use of touch screens, iPads, flexible LED screens that wrap around corners, and audiovisual displays in a strategic manner will encourage more people to visit a stand. Do not neglect mobile phones; make a mobile show application available to make interaction between visitors and exhibitors more convenient. Online ticketing systems and service manuals will not only make exhibitions a more sustainable business practice, by reducing the amount of paper used, but will allow for smoother business transactions. Include social media as well, by offering promotional products in return for a like or follow.
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SELECT EXCEPTIONAL STAND STAFF
Exhibition stand staff are responsible for promoting a product in the most accurate and efficient way, and can change a great stand into an outstanding one. Brief your staff daily on targets, key messages, and the role of each team member. Ensure that they are well-informed, motivated, and presentable. They should be approachable and able to draw customers in. Stray away from the norm of promotional staff in plain clothes and make an exhibition stand interesting, by adding innovative and unique aspects to your brand. Dress staff in clothes that will make visitors curious and want to inquire about the product.
Many promotional products, such as stress balls and branded pens, are easily discarded and forgotten. Make your exhibition stand extraordinary by handing out innovative and useful giveaways.
Get the most from your giveaways
EXHIBITION STANDS , and everything they entail, are constantly evolving, including the smaller aspects such as what kind of items are used to promote a brand. Giving away useful promotional products not only draws customers to a stand, but also allows for brand remembrance, as people will see that branded USB flash drive and be reminded of your product or service, making it convenient for them to contact you. Instead of sticking to the norm of conventional giveaways, rather consider one of these innovative and new ideas.
• BRANDED CAR CHARGERS An item that would benefit almost anyone, USB car chargers can be used for any kind of phone, making this a unique form of brand promotion.
• LIP BALM People will appreciate the availability of lip balm and will continue to use it after the exhibition.
• HAND SANITISER Exhibitions often involve networking, shaking hands, and being exposed to many people. This promotional product is not only practical, but will definitely make your brand stand out for being inventive.
• TOUCH SCREEN CLEANING CLOTH This can be used for cleaning tablets, phones, laptops, and even reading glasses, making it a very useful item to give away and, consequently, a great branding opportunity.
• TABLET STYLUS PEN Instead of handing out branded pens, go digital and provide people with an easier method of navigating tablets. Seeing as the popularity of tablets is rapidly growing, providing a good-quality stylus will earn a considerable amount of attention.
• REFRESHMENTS Branded water bottles can be found everywhere at an exhibition, so offer customers something unique like a cappuccino or bubble tea.
• USB FLASH DRIVE It is a wise decision to give away flash drives, as they are items that people use often and won’t easily misplace or throw away after use. This ensures that you continue to remind people of your product long after the exhibition.
Do not conform to the norm of stand design, or aim for an overly elaborate stand. Instead, design a stand that is applicable to the specific individual product or service, which will help reach company-specific goals.
with decorumDecorate and design
DETERMINE WHO THE target market is, and what elements would be most appealing to them – accounting for information accessibility, as well as aesthetic allure. Take full advantage of the benefits of strategic lighting to focus on the essential areas of the stand, and create visual interest by incorporating colour and graphics. Current international stand design trends focus on minimalist angles, which open up the stand space and create cleaner lines of geometric and angular structures.
“Before jumping straight to designing a stand, it is crucial to take a step backward and peg down the main reason for the company attending the exhibition. From here, determine the target market you are working with or want to attract to the stand; this should give you a good basis to start creating ideas focused on inviting in the specific customers. Creating an open, inviting, and comfortable space with enough room to move is
always a must – people shy away from stands that are cluttered or too clinical. Consider the difference between walking into the local bakery as opposed to the dentist’s office,” explains Adele from GL events.
She continues, “The most ‘wow’ stand does not mean the most expensive one. Spend time with your stand provider to discuss new ways of adding custom finishes without the high cost – think tension fabric, system clad, and lighting focusing on crucial areas. Add colour and graphics to create visual interest and brand impact; make sure your stand is 70% colour and 30% neutral pallet and product or brand information.”
Consider the following elements with regards to stand design and decor:
• YOUR TARGET MARKET The kind of person you want to attract and what kind of elements will attract them.
• THE BRAND IDENTITY Your stand design and decor should reflect your brand’s identity, and correlate with the product or service you are offering. Take advantage of the endless branding
possibilities at your disposal and maximise branding on your stand.
• BUDGET Determine what your budget is, as well as what essential elements you want, beforehand, and make sure to stick to it. Take caution not to spend so much on stand design and decor that it decreases return on investment.
• DESIGN TRENDS With clean lines and smooth angles dominating stand design, you are faced with the challenge of making your stand unique while including the current design trends. In an effort to green stands, many raw and sustainable materials such as metal and timber are being included in stands, and items are being repurposed as furniture and decor. Stands are also including bold colours, height, smooth lines, and minimalist spaces.
• LOCATION Your stand should be in a location with a high traffic flow, to increase the number of visitors and brand exposure.
• TRAFFIC FLOW Ensure that your stand has enough open space to allow a smooth flow of traffic, which will allow guests to engage without feeling cramped or rushed.
Exhibition
GREENING
As a very large marketing medium, which is growing in popularity, the importance of greening at exhibitions cannot be understated.
THE EXHIBITION INDUSTRY is an extremely wasteful industry. “There are large quantities of waste thrown away after each exhibition. Sadly, this often includes custom-designed stands, which, in some cases, may be used only once,” says Justin Hawes from the Event Greening Forum. Stand contractors are most responsible for the waste at exhibitions, as the majority of the waste is generated at the build-up and break-down. Contractors and venues need to become more mindful of the waste that is generated and start using systems that reduce or reuse waste.
It is the exhibitor’s responsibility to ensure that a stand is as green as possible. Justin recommends greening a stand in the following five, most basic ways:
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ENERGY Opt for energy-efficient technology on the stand, such as LED lighting, and remember to switch all electrical components off at the end of each day.
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MATERIALS Consider using fabric graphics on the stand as these can be reused at future exhibitions and are easy to transport.
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MODULAR DESIGN This makes it easier to rebuild the stand and, if necessary, create different configurations to fit different spaces. Also, the more robust the design, the better it will last over multiple builds.
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TRANSPORTATION Aim to make fewer trips to and from the venue, as this will contribute to a smaller carbon footprint.
5 SOURCING OF MATERIALS
Source locally for stand materials, decor, and furniture. The more local the source, the better.
Currently, the greening trends in the exhibition industry show a hunt for new, improved, and environmentally-friendly products. There is a move towards natural materials, which is echoed in international trends, introducing elements such as untreated timber, paper, cardboard, string, and industrial materials.
Exhibition trends also show the increase of AV equipment and fabric-based stands, which decrease paper trails and the use of printed graphics, as well as allowing the exhibitor to reuse graphics.
Scan Display won the 2014 Green Stand Award for its stand at Markex 2014
TECHNOLOGY effectively How to incorporate
The benefits of having advanced technology on a stand are not limited to attracting curious technology enthusiasts; it is also a great way of encouraging customer interaction.
INCORPORATING EFFECTIVE technology
into an exhibition design offers a lot of benefits, from highlighting key products and drawing visitors towards the exhibition stand, to directing traffic and adding eye-catching colour, messaging, and motion.
These are the elements that communicate professionalism and successful change adaption. Customers can explore the product, browse a digital product brochure, engage in surveys, and will also be more willing to enter their contact details on a digital form.
STRONG PRESENCE
Instead of relying solely on basic promotion, include technology to demonstrate the product or service. Keep in mind that technology and social media go hand in hand, so interact with visitors on social media during the exhibition by tweeting or posting about your stand and promotions, and also make use of this tool for pre-show advertising. A strong presence
on social media acts as instant, and effortless, marketing for your brand.
“Technology enables the industry to appeal to all five senses – not only do we have ways of delivering better visuals and enhanced sound, but we also have technology that enables visitors to feel movement, for example, and to taste and to smell. All these help create a holistic experience for the visitor. At the same time, it is important that this experience is always linked back to the product or service on offer,” says Conrad Kullmann from 3D Group.
You can provide your client with a first-hand experience of your product and brand by adding videos and moving adverts to your marketing arsenal.
“However, keep in mind that, when creating content for these high-tech devices, it’s not a DIY project. Get the experts involved to assist you with exactly how displays should be done to achieve maximum returns,” advises GL event’s Adele von Well.
Make use of flexible LED screens that can be wrapped around columns or walls, or have several screens forming one large dynamic wall. These screens can display anything that is relevant to your brand, be it a demonstration, virtual tour, or even a live social media feed.
INTERACTIVE TECHNOLOGY
Also, include interactive technological devices such as tablets and touch screens. People seek the excitement of being able to handle a device with which they aren’t familiar, and you can take advantage of that to increase brand awareness.
It is also important to remember that mobile phones have become an integral part of our daily lives. This provides you with the opportunity of luring visitors to your stand by offering a charging station, and, while they relax and charge their phones, you can inform them of your product or service. You can also decrease your paper trail by providing a mobile app or digital marketing material.
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Stand builders &
EXHIBITION INFRASTRUCTURE
The experts show you how to ensure that your stand has the wow factor.
PUTTING YOUR BRAND IN THE SPOTLIGHT BUILDING YOUR REPUTATION
Compex can help you transform your event from an ordinary gathering into an extraordinary experience, making the impossible possible, and turning your vision into a truly great experience.
When you plan your event you rely on the service provider to lay the firm foundation upon which a successful event can be built. Very often an event requires more than four walls and a ceiling. An event can literally be hosted anywhere, from a beachfront to a mountain top. Compex provides the brick, mortar and manpower needed to build the right infrastructure for events and exhibitions. We help clients plan the necessary framework, construct physical underpinnings and supply overall solutions for their events
AUDIO VISUAL
Compex provides an audio-visual rental service for events, exhibitions, corporate functions and conferences. With a large inventory of sound, lighting and staging equipment available for hire, we are able to supply our clients with complete audio-visual packages for any event. Not only will we make your event or exhibition space stand out from the rest, we will help you project that your business is tech savvy and ahead of the curve.
EXHIBITION
With Compex’s roots in the provision of infrastructure for exhibitions and events, we are always able to provide and deliver a full range of services for a ‘Confex’, ranging from registration, exhibition areas, offices, meeting rooms, poster areas and room sub-divisions. With versatility at the core we can mould and build according to the event’s requirements, turning empty space into functional form.
STANDS
Custom Design stands are the pinnacle of branding, and they truly have a way of turning a brand into a full-on experience. Custom stands allow a brand to be visualised in a unique way, standing out from the crowd and communicating your message in an exceptional way; giving form to function. We at Compex can take you through the entire process of getting a design stand, ensuring that you get the best results and have a stand that maximises your visibility and your Return on Investment.
EVENTING
We at Compex can provide you with a full range of underpinning services including, but not limited to: Marquees, Bedouins (stretch tents), Picket and Security Fencing, Staging, Container Conversions, PA Systems, Lighting, Electrical Supply, Plants, Furniture, Branding, Catering, Entertainment, Inflatables, in fact anything that is needed to ensure that your event is a success. Although we are rooted in exhibitions, we are now far more than just exhibitions.
We believe in the power of engaging experiences that bring people together, innovative solutions that support cuttingedge events, and a seemingly endless service offering that consistently delivers superior outcomes. Get in touch with COMPEX and allow us to lend a hand in turning your ideas into reality.
15 - 18 Apr Attune Experience | Wild Coast Sun, Port Edward
16 - 18 Apr
24 - 27 Apr
@ Decorex | CTICC, Cape Town
Finalist: Leonardo Tommassini Organiser Employee
Finalist: Nicole East Stand Designers Employee
Winner: Yolisa Zilwa Young Professional of the Year
Inductee: Nigel Walker Inductee into Industry Hall of Fame
expertise Specialised exhibition
As one of the leading, fully integrated international providers of event solutions and services, GL events can assist with every aspect of an exhibition.
GL events SOUTH AFRICA proudly represents the African subsidiary of this industry giant GL events Group. It offers specialised expertise for every aspect of the event industry worldwide. The Group operates in the three major segments of the event industry namely: the organisation of trade fairs, conventions, and events; the management of venues on behalf of local and regional administrations; and services for events. The company has more than 90 offices worldwide with over 3 400 employees.
OFFERING SOLUTIONS TO THE SOUTH AFRICAN INDUSTRY
Locally, GL events South Africa has evolved over the past 37 years to become South Africa’s leading infrastructure and project management supplier. From exhibitions, events, conferences and retail solutions, marquees and staging, to furniture hire and electrical infrastructure, all aspects of any brand event are covered.
All its solutions are tailored into full turnkey or supply-only packages depending on end customer requirements. Their three branches which are based in Johannesburg, Cape Town and Durban enables GL events South Africa to offer a countrywide solution for customers with a national footprint. Each branch possesses independent design, sales, manufacturing, warehousing and logistical services. As part of the international GL events Group, it can also service customers with design and execution in other countries.
AN ESTABLISHED LEGACY
For the last two decades, some of the largest events and exhibitions in the country have been built by GL South Africa, including well-known expos and events such as Homemakers Expo and The Nedbank Golf Challenge. International shows dedicated to specific industries also form part of its core business and every year it delivers more than 150 exhibitions from its factories.
Its event portfolio also covers a multitude of customers, from government projects to concerts and festivals, making it the main infrastructure provider to an extensive customer base in and around South Africa.
Worldwide, the group completes 250 proprietary trade shows and 4 200 events annually, and it possesses a network of 40 venues. Each section of the group deals with international projects such as the Olympic and Paralympic Games, FIFA World Cups, and the Rugby World Cup.
As a company that builds thousands of stands per year, and is involved in all major South African exhibitions, GL events has a number of exhibition services to offer:
• custom design stands
• system design stands
• shell scheme
• carpets and electrical
• graphics and signage
• registration areas
• design and floor plans
• exhibition organiser services.
GL events is the ideal company to turn to with all your exhibition needs. With a history of successful events and exhibitions, as well as professional and experienced staff, it will ensure a prosperous exhibition.
Swing high
Had a funny, embarrasing or a memorable exhibition?
The Exhibition Entertainer wants to hear all about it ...
THE FORMER CEO OF AVIS, Robert Townsend, asked, “If you are not in business for profit or fun, why are you here?”
In the exhibition industry, there is ample opportunity to profit and have fun.
The exhibition we enjoyed organising the most was a small event held to commemorate the South African Navy’s 75th anniversary, in 1997. This event took place a long time ago but it just goes to show just how memorable and enjoyable it was, and how exhibition memories last a lifetime.
The South African Navy had invited countries to participate in its celebrations and to participate in the International Fleet Review, where the salute was to be taken by our then president, Nelson Mandela.
An exhibition was planned for the three days prior to the review in Simon’s Town – a well-known exhibition venue! The naval dockyard had a number of sheds we could use, but all with certain constraints – such as vehicle inspection pits, sloping floors, and long, thin dimensions – all of which needed to be overcome in order to produce an event of the stature befitting the celebration and the visiting chiefs of navy.
Timing was critical, as we only had six months to put this together! We did have a carrot for exhibitors, in that South Africa was still evaluating the equipment it would purchase for the navy, and every local and international supplier wanted to exhibit. A maritime exhibition was a novelty in South Africa and it created a new buzz in the industry.
Everything came together beautifully; working with the South African Navy was a pleasure, the Cape Town weather played along, we had 48 exhibitors, 22 ships docked in the harbour, and ships’ complements of over 6 000 sailors. Simon’s Town was packed to the brim and, for three days, you could not go to a restaurant without being told that the service was slow because “the waitresses had run off with the sailors.”
And then it was over; the ships left to participate in the International Fleet Review, the exhibition broke down, and Simon’s Town went back to being sleepy hollow.
This was definitely the fun part Robert Townsend spoke of!
– Lynn McLeod, freelance consultant
INDEX TO ADVERTISERS
3D Group of Companies OFC, 4-6 Barmotion 14, IBC
Compex Belly band, 28 Durban ICC 10, OBC
swing low
In my line of work there have been so many interesting exhibition experiences. One that was quite a strange request happened when I was the property manager for the Tshwane Events Centre. I was approached by a gentleman who requested to hire the venue for weekly swinger parties. At first I thought I was being pranked, but after he proceeded to give me details of how the club works, their staggering amount of claimed members, and one or two stories that would make a sailor blush, I realised the gentleman was serious. He also did not even flinch at the exorbitantly high rental price I mentioned. Luckily, this fell through and never happened.
