34 minute read
FOCUS
MARKETING THAT MATTERS
It’s no secret that meetings and events are exceptionally effective engagement tools but what makes for really impactful experiences? Meetings speaks to the experts to learn more.
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As planners and marketers, the window to draw in audiences is miniscule, particularly in a world where resources like time and money are being spent with increasing discernment. In order to deliver campaigns that are fresh, relevant and to the point, these need to be visually appealing, as well as have substance with meaning and a rationale that is immediately apparent. This is all, however, much easier said than done and, unfortunately, a blanket strategy is risky if you are communicating to a diverse audience. And you might have to learn the hard way that you will fail in achieving outcomes that meet specific objectives, as a one-size-fit-all approach does not allow for organic growth and development, or original thinking.
COMPELLING CONTENT
Content is Jon Savage’s passion and it has also translated into a career, where he is behind many content creation strategies for a number of brands.
“Not to sound old but for many years, there was no such thing as a career in content but now, that’s what I do for a living,” says Jon. In addition, Jon hosts his own successful podcast, titled What’s Your Poison?, where he tries to encourage guests to feel more like they are having a conversation with a friend rather than being interviewed.
“I started What’s Your Poison? as a bit of fun in the middle of lockdown in lieu of being able to go out or see anyone,” Jon explains
“I love my whiskies, so the basic idea was to just spend some time with different personalities and just talk. What happens naturally is that the whiskey, plus my silliness, takes the interviews to all sorts of weird
places – often creating some of the most memorable stories from your favourite artists you’ll ever hear,” he adds.
Previous guests on What’s Your Poison? include Yvonne Chaka Chaka; Kwesta, who spoke candidly on what changes when you get married; Trevor Gumbi, on some experiences he’d rather forget; Kurt Darren; and Tresor, who talked about his escape from the DRC.
The success of Jon’s podcast could be viewed as an anomaly – with no real strategy behind it, it is, in his words, “weirdly, the one thing that really seems to work”. Highlighting how important authenticity is, Jon puts the success of his show down to “brutal honesty”.
REAL PEOPLE, REAL EXPERIENCES
A key learning coming from the Covid-19 pandemic and the lockdowns that kept us apart for many months is that people crave authentic connections. There are a number of ways this can be done but most importantly, “Authenticity isn’t something you say. It’s something you are…”
Authenticity, according to OneWest Events, is a unique buzzword.
“Authenticity relates closely to ideas of trust, and to trust is by nature a pretty intimate and personal thing, even in business settings. Trust is hard-earned, and generally pretty easily lost. When you’re asking someone to trust you, whether it’s your dog or your partner or your colleague, it’s best to take that seriously. That’s why when it comes to this buzzword, we’re making the radical suggestion that you might want to consider never saying it,” the company says in its blog.
Psychology Today describes the traits of authentic people as those who: 1. Have realistic perceptions of reality 2. Are accepting of themselves and of other people 3. Are thoughtful 4. Have a non-hostile sense of humour 5. Are able to express their emotions freely and clearly 6. Are open to learning from their mistakes 7. Understand their motivations. In the context of meetings and events, where people interface with people, it is critical to ensure that you are able to connect emotionally with audiences by ensuring that each experience encompasses as many of these authentic qualities as possible. This is especially true if you are planning events online, which automatically lose a degree of authenticity because there are several sensory elements missing, so it is up to us to ensure that we deliver ‘real’ experiences to establish more genuine connections with our audiences.
Brands crave and need the curated real, because the real delivers. Every time. What is the real? It’s an equation when it comes to brands and it currently looks like this: Service - Product - Message - Aesthetics - Consistency - Reputation.”
Jasmine Takanikos, founder of BrandHuman, from an excerpt from Forbes Woman
WHY EXPERIENTIAL MARKETING MATTERS
By Manuela Dias de Deus, founder and codirector of One-eyed Jack
We are guided by our senses, what we feel, touch, hear, smell and taste, which ultimately determines not only what we remember but also how much we remember.
It is for this reason that experiential marketing is a vital component of the marketing mix, as it gives brands an opportunity to engage face to face, creating brand advocates from an enjoyable live brand experience.
So how do you make your experiential marketing campaign stand out?
Maximise engagement via a clever call to action: Think about the last product you sampled in a store; do you remember the brand? It’s difficult to recall a name when something’s simply popped into your hand, but if you physically engage via a brand communicator activating an actual campaign that’s centred on a big idea with a smart call to action, you’ll have a longer, more meaningful experience. Pioneer doing something first: If you’re hit with a marketing idea that you’ve never seen before, you snap a pic and post it right? If your customers are surprised and love what they see, they’ll share your content to social media and do the digital amplification component for you. Amplify it, but do it well: Allocate enough budget to produce a slick, short after movie to amplify the campaign. The better the production, the more views you’ll get and the more you’ll stand out and be recognised. One-eyed Jack is an award-winning marketing agency, working across lifestyle and entertainment brands. Its three key focus areas are: • PR, communications and influencer campaigns • Brand marketing, event marketing, event creation, launches (live and/or digital) and activations • Sponsorship rights management
ASSOCIATIONS + NETWORKS
Join Meetings magazine as we hear from the associations, councils and bodies that are working to strengthen the MICE industry’s value chain locally, regionally and internationally.
13 Association Internationale des Palais de
Congrès / International Association of
Convention Centres (AIPC)
12 Association of African Exhibition
Organisers (AAXO)
Exhibition organisers
15 Exhibition and Events Association of Southern
Africa (EXSA)
Exhibition suppliers, venues, contractors, design agencies, service providers and support
17 Technical Production & Services
Association (TPSA)
Technical events services
14 Event Greening Forum (EGF)
PCOs, DMCs, exhibition and event organisers, service providers, suppliers and venues
14 Event Safety Council (ESC)
All segments
13 Council of Events Professionals Africa (CEPA)
Event professionals
15 International Congress and Conventions
Association (ICCA)
Meetings management, meetings support, destination marketers, venues, transport
16 Professional Conference Organisers’ Alliance
Network (PCOAN)
Professional conference organisers
16 Professional Speakers Association of Southern
Africa (PSASA)
Speakers, humourists, trainers, authors, subject matter experts, facilitators
17 Society for Incentive Travel Excellence (SITE)
Incentive houses, travel, airlines, cruise lines,
DMCs, ground transportation, hotels and resorts, tourist organisations, trade magazines, travel agencies, support services
10 SA Events Council
All segments
10 South African Live Performance
Association (SALPA)
Production houses and concert promoters
Industry (SAACI)
PCOs, DMCs, event organisers, conference venues, hotels, transport, suppliers such as decor, styling, AV
12 Southern African Communications Industries
Association (SACIA)
Pro audio and AV, broadcast, technical events services, content creators
Scripting THE
INDUSTRY NARRATIVE
The Covid-19 pandemic may have depleted revenue streams; however, it has also brought about greater collaboration within the events industry in the form of the SA Events Council. We hear from chairperson Ellen Oosthuizen a year after its establishment.
The SA Events Council (SAEC) is an industrywide coalition that brings together 14 events-industry-related associations with a unified voice in all interactions with the various government departments and bodies for whom the hosting of events is an area of focus. It comprises the broader events industry – from conferencing, exhibition and event suppliers, to performers, venues, organisers and promoters – representing over 4 200 members and more than 55 000 professionals in the events industry.
SAEC showcases the undeniable value that business meetings, trade shows, incentive travel, exhibitions, concerts, theatre and family entertainment shows, festivals, conferences, and conventions bring to people, businesses and communities. By rallying industry advocates, working with stakeholders, conducting original research, engaging with outside voices and voice their needs; as a result, the achievements are equally beneficial to all.
more, the Council brings the industry together to emphasise its importance. The Council has been engaging with all stakeholders to reopen the events industry safely.
MEMBERSHIP
There is no official membership of SAEC and no fees structure. Each association has representation on the board and all work is undertaken on a voluntary basis. All members of the associations that make up the Council automatically fall under the SAEC umbrella. SAEC therefore encompasses a very broad spectrum of role players within the events community and is effectively a vehicle to align individual efforts. SAEC ensures that the industry speaks with one voice and that the call is amplified across all levels of the industry. SAEC’s business is undertaken in a consultative process, giving each association equal opportunity to
Ellen Oosthuizen, chairperson, SA Events Council
BUILDING FORWARD
Right from the beginning of the lockdown, SAEC adopted a proactive approach to finding ways to reopen the events industry. The very nature of events dictates the importance of providing and enforcing prevention and control measures against exposure to the virus and SAEC recognised the need for stringent control as a priority.
SACIA’s Event Safety Council (ESC) undertook the task of preparing the Re-opening Guidelines for the South African events industry sector, in collaboration with SAEC. The ESC drew on its affiliation with the US-based Event Safety Alliance
and consulted with other similar international players in putting the Re-Opening Guidelines together, to ensure that international best practice was embedded throughout the standards. These protocols assist the industry in resuming activities as safely as possible in accordance with the overall national strategies and policies.
The Re-opening Guidelines were officially released to the local events industry on 17 June 2020. These define a five-tier event categorisation, ranging from very low to very high risk, with a specific set of safety guidelines per category. There is also provision made for specialist compliance staff appointments to manage the safety and prevention of exposure to Covid-19 at events. Safety processes are outlined across all the areas of communication, sanitisation, cleaning and hygiene, venue requirements, attendee management, event management, staff health management, and transportation.
The ESC engaged with key government event stakeholders in the City of Tshwane, the City of Johannesburg, and the City of Cape Town, as well as other municipalities, in forging a way forward. Shortly thereafter, a five-city ‘proof of concept’ event was held to demonstrate the readiness of the sector to resume business under these strict protocols.
#LIGHTSARED
By 5 August 2020, as the country entered its sixth month under lockdown, the beleaguered events industry was on its knees. Most businesses and individuals did not qualify for social relief schemes, numerous event companies had closed, staff had been furloughed or retrenched, and many freelancers were literally starving.
DWR Distribution and SACIA launched the Light SA Red campaign to highlight the plight of the industry by lighting up landmark buildings, event spaces and warehouses across the country in red as an emergency signal. SAEC and SACIA were positioned as the legitimate voices of the industry for Light SA Red, with SAEC Council member Sharif Baker as spokesperson.
The industry came together in an unprecedented groundswell of mutual support – from performers to service providers, venues, designers and organisers – to fight for the survival of the events industry in South Africa. Everyone involved contributed their time, talent, skills and hardware resources on a voluntary basis in support of the campaign. As a result of the campaign, government started engaging with elected leaders from SACIA, TPSA and SAEC to provide a platform to discuss ways of reopening the sector safely and quickly. This dialogue is ongoing, despite the setbacks of the second wave.
PROOF OF CONCEPT EVENTS
Building on the success of the Re-opening Guidelines and the initial proof of concept event on 22 July 2020 (organised by SAACI), SAEC conducted a second five-venue hybrid event across Johannesburg and Cape Town on 1 September 2020. Reignite your Business, organised by the PCO Alliance Network, targeted the corporate market, demonstrating the capability of the events industry to open safely.
On 25 and 26 November 2020, SAEC partnered with the Restart Expo, organised by Specialised Exhibitions in conjunction with AAXO, to showcase how exhibitions and events can be hosted under the threat of the virus, with all the required Covid-19 health and safety protocols in place.
Recharge 2020, organised by Big Concerts in December 2020, revealed the latest developments in rapid and secure Covid-19 testing and Health Passport Europe mobile technology, combined with the rigorous event safety protocols already in play.
LOBBYING
SAEC is determined to get policymakers and government to work with the events industry to make these solutions workable on a much larger scale.
At every step, SAEC has been engaging with the departments of Employment and Labour, Health, Tourism, Sport, Arts and Culture, and the Office of the Presidency to promote collaboration across the private and public sector. Lobbying initiatives have included the extension of relief funding, the relaxation of capped audience capacities, the formal recognition of the Re-opening Guidelines and for recognition of the professional events industry as distinct from mass gatherings. SAEC has also drawn attention to and lodged complaints about non-compliant events such the Siyanqoba Rally, Matric Rage, and Skate and Create with SAPS and the relevant ministers, as they happened.
REBUILDING CONFIDENCE
SAEC believes that the events industry has suffered not only financially, but also through the negative messaging we are constantly bombarded with, labelling events as ‘super-spreaders’. The stigma around events being dangerous gatherings has eroded trust, not only among clients and the public, but within the events industry itself. SAEC has embarked on a nationwide #TrustUs campaign to restore confidence in the ability of our industry to deliver events professionally and safely, to build businesses, to assist with job creation, and to contribute to economic recovery.
In addition, we are calling for government to lean on the considerable expertise of our industry for the vaccination roll-out. Planning is our thing! We are used to managing crowds of thousands; we have access to venues of all sizes, which are currently standing empty and have hundreds of unemployed staff, medics and safety personnel at our disposal. It makes sense to involve our industry in the drive.
ADDRESSING INDUSTRY NEEDS
SAEC has started rolling out industry safety compliance training for venues and event organisers countrywide with an industry information session held at Spier Wine Farm on 19 March to make sure that all elements of the supply chain are completely prepared for the industry.
The Council will also spearhead a series of webinars, kicking off in March, to discuss the various areas of concern being raised within the industry as we navigate our second year under lockdown.
MEMBERS OF THE SA EVENTS COUNCIL ARE: • Professional Conference Organisers’ Alliance Network (PCOAN) • Professional Speakers Association of Southern Africa (PSASA) • Association of African Exhibition Organisers (AAXO) • Society for Incentive Travel Excellence (SITE) • Council of Events Professionals Africa (CEPA) • South African Live Performance Association (SALPA) • Exhibition and Events Association of Southern Africa (EXSA) • Southern African Association for the Conference Industry (SAACI) • Event Greening Forum (EGF) • Southern African Communications Industries Association (SACIA) • Event Safety Council (ESC) • Technical Production & Services Association (TPSA) • International Congress and Conventions Association (ICCA) • Township Events Business Council (TEBCO)
INDUSTRY ASSOCIATION noun [ C ]
an organisation that supports companies and employers of a particular type of industry and protects their rights
DELIVERING STRUCTURED SOLUTIONS
In this special, Meetings hears from just some of the MICE industry’s associations that are working to fortify and grow the value chain through collaborative efforts and innovation.
AAXO supports activity across various trade, consumer and conference-driven exhibitions, where it aims to position exhibitions as an essential platform in the marketing mix and inspire growth and transformation by delivering cuttingedge solutions to industry challenges. It does so by providing up-to-date training on innovations and technology while upholding world-class standards. Chairperson: Projeni Pather Membership: AAXO is a body active in South Africa, Botswana, Rwanda, Tanzania, Zambia and Zimbabwe, and is driven by exhibition organisers for exhibition organisers Fees: Organiser: starts from R9 995; Associate: from R3 000; AAXO Young Professional: R2 500 per annum
Member benefits:
• Recognised as an AAXO
Approved Supplier, Service
Company, or Venue, thus giving heightened confidence to exhibitors • Leveraging off the expertise and successes already achieved by
AAXO in growing the exhibitions industry • Receive a discount on training costs, networking, and matchmaking opportunities, access to and inclusion in invaluable market research, and be part of the prestigious
ROAR Awards
Achievements and
objectives: While ensuring the alignment of industry standards through a number of certification, education and training programmes and initiatives, AAXO will continue to lobby government together with the SA Events Council to reopen exhibitions and events. Additionally, AAXO’s Supplier Support programme is committed to ensuring the longevity of the industry ecosystem. The association also provides access to a treasure trove of exhibition organisers and suppliers via the AAXO Africa Connect programme and its SMME Exhibition Training programme encourages the growth of small businesses. To further ensure the standardisation of attendee numbers across exhibitions, all AAXO members are audited by the Audit Bureau of Circulations of South Africa. Website: aaxo.co.za
SACIA is a SAQA-recognised professional body with a specific objective to recognise competence through the awarding of professional designations in Southern Africa. It is active across the broad events, entertainment and communications industry, with nine special interest groups that address specific sectors. Chairman: Sharif Baker Executive director: Kevan Jones Membership: Companies and individuals active across the events, entertainment and communications industry Fees: Corporate: R7 500; Individual: between R1 800 and R2 300 per annum, depending on designation level
Member benefits:
• Abide by a code of professional conduct that holds them to a higher standard of business and ethics • Access to platforms for cooperation and collaboration for corporate members • Alignment to an association that ensures the fair representation of industry in the development of legislation and regulatory frameworks • Individual (designated) members hold a formal designation that recognises their skill and competence Achievements and objectives: SACIA’s mandate is to promote the adoption of professional standards and ethical business practices, not only among its own membership but across the broad events and entertainment sector. It awards 15 different designations across the broadcast, events, entertainment and communications sector. Since its inception, SACIA has been actively involved in the development of standards, training and skills development programmes. They are a major training provider in the broadcast and audiovisual community. The association serves as an ‘umbrella’ for the special interest groups that operate within this structure and its primary role is to develop and award professional designations for members. SACIA is a founding member of the SA Events Council. Website: sacia.org.za
Our credo is that it is not what we can do for the member, but rather, what the member can do for the industry – after all, is this not what we are fighting for?”
Gill Gibbs, chair, EXSA
ASSOCIATION INTERNATIONALE DES PALAIS DE CONGRÈS / INTERNATIONAL ASSOCIATION OF CONVENTION CENTRES (AIPC), EST. 1958
AIPC is committed to encouraging and recognising excellence in convention centre management, while at the same time providing the tools to achieve such high standards through its research, educational and networking programmes. Membership: A global association comprised of professional convention and exhibition centre managers from 60 countries who are focused on attracting international organised events. Fees: €1 950 annually President: Aloysius Arlando, CEO of SingExpo (Note: Board elections are coming up in June 2021, during which a new president will be elected) CEO: Sven Bossu
Member benefits:
• Become part of a global network of senior convention centre managers, allowing the exchange of knowledge • Have access to all the educational activities of AIPC, which include the
AIPC Academy (a one-week ‘boot camp’ covering all aspects of convention centre management); the Sales & Marketing
Summit; the Masterclasses; and, of course, the Annual Conference • Access all AIPC resources, covering research, including a yearly benchmarking analysis, quality standards and economic impact • Receive industry information and insights via different channels, including the quarterly newsletter communiqué Achievements and objectives: Beyond the creation of a global network of convention centre managers is the creation of quality standards for achieving excellence in convention centre management. A growing number of members are applying those standards, which are also subject to an external audit. The Future Shapers programme will bring together a high-potential group, providing both an educational programme and allowing those ‘high potentials’ to shape the future of convention centre management by addressing a key challenge via a group assignment. Over the last 18 months, AIPC has intensified collaboration with two other global associations – UFI and ICCA – in order to streamline stakeholder management and provide members with guidance in addressing the challenges as a result of the pandemic. This has resulted in the publication of four guides, including a guide on the best practices for the reopening of business events. Website: aipc.org
CEPA was originally established in 2015 as a three-way partnership between SAACI, EXSA and IFEA. Its original purpose was to establish a dedicated professional body for events management. Over several years, the association struggled to gain SAQA recognition; in 2019, CEPA was reconstituted as a special interest group within SACIA. The association honours its original founding partners by maintaining a close working relationship with them. Chairman: Glenn van Eck Executive director: Kevan Jones Membership: Practitioners within the events industry aligning to all professional activities and practices, and adhering to the applicable legislation regulating the industry Fees: Between R1 300 and R2 300 per annum, depending on designation level
Member benefits:
• Hold a formal designation that recognises their skill and competence • Abide by a code of professional conduct that holds them to a higher standard of business and ethics Achievements and objectives: As a special interest group within SACIA, CEPA’s primary role is to develop standards and assessment criteria that can be used to assess individuals applying for a professional designation in event management. The association is primarily active in Southern Africa. Under SACIA’s leadership, the planned designations were finally recognised in 2019, and are now available to industry professionals able to demonstrate their knowledge and competence in event management. CEPA’s most significant achievement since its incorporation as a special interest group within SACIA has been the registration of three designations that recognise the skill, knowledge and competence of individuals working in events management. These provide a career development path for individuals, starting with an event coordinator and progressing to an event director that provides strategic leadership on a large-scale event. Website: sacia.org.za
EVENT GREENING FORUM (EGF), EST. 2011
The EGF is most active in South Africa and was established to raise awareness and promote training opportunities for event greening principles and practices. It is industry driven with objectives that include setting minimum standards around event greening within the events industry, integrating current initiatives and role players, and drawing existing frameworks into one system as far as possible. Chairman: Greg McManus Founders: Justin Hawes (treasurer), Grace Stead Members: Associate (founding) members include EXSA, FEDHASA, SATSA, IFEA Africa, SA Roadies, SA MICE Academy, TPSA powered by SACIA, and SAACI, with AAXO and SA Tourism joining later. It also counts venues, PCOs, suppliers, the public sector, educational institutions, non-profit organisations, students and individuals among its members. Fees: R1 250 per annum
Member benefits:
• Be part of the EGF’s Green Database (greendatabase.co.za) while also being able to access suppliers and venues that align to green principles • Receive guidelines to align to best practice in event greening • Contribute to the development of principles and standards that promote event greening Achievements and objectives: The EGF initially operated on a voluntary system, but over time it has sought to encourage regulation around event greening by engaging with government to promote event greening processes, standards and regulations. It hopes to raise funds to ensure the long-term sustainability of the forum, and ‘walk the talk’ through its actions based on the triple-bottom-line principle of people, planet and prosperity. The EGF launched its now annual conference in 2013, and it was the first time a green event agenda was tabled in South Africa. Winning an award for the conference really put the EGF on the map. Website: eventgreening.co.za The ESC was originally established in 2016 when SACIA signed a collaboration agreement with the Event Safety Alliance in the USA. As a special interest group within SACIA that is active within Southern Africa, the ESC’s primary role is to develop standards and assessment criteria that can be used to assess individuals applying for a professional designation in event safety. Chairman: Mike Lord Executive Director: Kevan Jones Fees: Corporate: R7 500; Individual: between R1 800 and R2 300 per annum, depending on designation level
Member benefits:
• Abide by a code of professional conduct that holds members to a higher standard of business and ethics • Assessed based on a review that looks at their education, work experience and work ethic • Required to pass an online multiplechoice examination and present a detailed portfolio of evidence that supports their claim of competence Achievements and objectives: The objective behind establishing the ESC was to share a ‘safety-first’ philosophy in the events industry, and to develop a formal recognition programme that would establish clear standards and practices for individuals working in the event safety sector. These designations were submitted to SAQA for recognition during 2018 and subsequently listed on the National Qualifications Framework during November 2019. They are now available to industry professionals able to demonstrate their knowledge and competence in event safety. The Event Safety Council has also taken over much of the work previously contributed by the TPSA in updating the SANS 10366 safety standard and reviewing other legislation relevant to event safety. A significant achievement in the last 12 months has been the Council’s authorship of the South Africa Re-opening Guidelines for events, adopted by the SA Events Council, as well as its authorship of the Re-opening Guidelines for spectators at sporting events. Website: sacia.org.za
IN THE PIPELINE
The South African Live Performance Association (SALPA) is currently still being formalised. Its current representative at the SA Events Council is Justin van Wyk, CEO of Big Concerts. Its members will comprise major venues, promoters and festivals in South Africa and its aim is to be the voice for the live entertainment industry, and work with government to help reopen the live events industry in a safe and sustainable manner.
Headquartered in Gauteng, but also active in KwaZulu-Natal and the Western Cape, EXSA works to actively and resiliently preserve, enhance, grow and develop the exhibitions and events industry within Southern Africa and cross-border. EXSA is a non-profit company and full-service industry trade association body with a specific focus on industry association relevance, connection and engagement for all of its members and associates. At the root of its foundation lies its Code of Conduct. Chair: Gill Gibbs Members: Suppliers, exhibition and event service providers, venues, agencies, design houses Fees: Patron: R25 000; Primary: R8 000; Start-up: R5 692; Affiliate: R5 000; Student: R517
Member benefits:
• EXSA has access to all the latest developments in the industry via its resources, including information sharing via its inclusion in the National Events
Strategy via SA Tourism • As a collective industry spokesperson,
EXSA speaks and fights for and on behalf of its members to government, agencies, regulators, the media and other opinion formers and policymakers • Access to international alliance relationships through reciprocity agreements Achievements and objectives: Due to the lockdown measures under the Disaster Management Act (No. 57 of 2002), the industry sector remains unable to open and trade to achieve the required ROI, with the current onerous and prohibitive restrictions. EXSA’s membership is spearheading change to assist the recovery of the industry. A key focus remains on developing credentialed training programmes with relevant certifications specific to industry skill sets. A major achievement for EXSA is that services supplied by its members for and on behalf of international clients may be zero-rated for VAT insofar as the requirements as stipulated in the SARS VAT ruling are met. This provides a major competitive edge for EXSA’s membership base and is exclusive to EXSA. Website: exsa.co.za
As the global community and knowledge hub for the industry, ICCA offers unrivalled data, education, communication channels, business development and networking opportunities. Since inception, ICCA has represented the world’s top destinations and experienced suppliers specialising in handling, transporting and accommodating international meetings and events. President: James Rees (ExCel London) CEO: Senthil Gopinath
Regional director:
Africa: Esmaré Steinhöfel Members: More than 1 100 member companies and organisations in nearly 100 countries and territories, encompassing all major stakeholders in the world of association meetings Fees: Once-off registration fee of €1 996; annual membership fee of €3 130
Member benefits: Benefits for suppliers:
● Win association meetings business ● Global networking ● Association meetings expertise ● Tailored education ● Promote your organisation
Benefits for associations:
● Tailored bids from quality suppliers ● Contact your peers ● Association meetings expertise ● Invitations to industry events ● Advice on RFPs Achievements and objectives: ICCA’s vision is to shape the future and value of international association meetings. The association aims to create competitive advantages, business opportunities, and successful outcomes for association meetings. A means to this is the groundbreaking business events industry initiative ICCASkills – the ICCA certification programme. The programme commences in September 2021, starting with the Certified International Convention Specialist (CICS), designed for member employees aiming for their first management position; and Certified International Convention Executive (CICE), created for managers with at least three years’ experience. Additionally, the ICCA Association Community provides the tools and resources to assist associations in organising world-class meetings. ICCA is proud of the new initiatives it has launched since the start of the Covid-19 pandemic to help members overcome the current challenges. One such collaborative endeavour is its Good Practice Guide series that it has developed with AIPC and UFI. By sharing information and best practices between its global industry association partners, ICCA aims to contribute to a more integrated approach, so that the international meetings industry can play its crucial role in economic and social recovery. Website: iccaworld.org
PROFESSIONAL CONFERENCE ORGANISERS ALLIANCE NETWORK (PCO ALLIANCE), EST. 2005 PROFESSIONAL SPEAKERS ASSOCIATION OF SOUTHERN AFRICA (PSASA), EST. 2003
The PCO Alliance is a non-profit body of conference and event professionals operating primarily in Gauteng and, secondarily, in Cape Town. It was founded to establish a standard of professionalism within the conferencing industry, and membership is by invitation only. By applying best practice and the highest principals, the PCO Alliance has upheld the professionalism within the industry. Chairperson: Ellen Oosthuizen Founding member: Jacqueline Stumke
Members:
Member benefits:
• Stay informed on industry developments • Better commissions from most venues and venue groups • Recognition in the industry as a professional body • Reduced airline fares to long-haul venue site inspections • Support from a group of successful PCOs Achievements and objectives: As its name implies, the PCO Alliance is a network of professionals who are constantly in touch with one another regarding assistance with contacts within the industry, venue and supplier referrals, compliance advice and general assistance. Over the years spanning their careers, its members have mentored and trained many students, as well as new and existing staff members through learnerships, training programmes, industry courses and on-the-ground experience. Being well aware of how the constraints of Covid-19 have affected events, the PCO Alliance is happy to give of its time, knowledge and expertise to assist the Events Safety Council as well as the SA Events Council in supporting the industry. Website: pcoalliance.co.za Active in Southern Africa but with members across the continent as well as in Europe, PSASA was established to provide business and career support for professional speakers, trainers, facilitators, coaches and related professionals. It demonstrates and develops world-class presenting and facilitation skills for its members, during both online and on-stage presentations.
Association president: Joni Peddie Deputy president: Charlotte Kemp Membership: Professional speaking members from a wide field of specialities including motivation, business skills, futurists, sales and marketing experts, parenting, financial, wellness, cyber security, and more Fees: Associates: R2 340 per annum; Professional members: R3 300 There are also many opportunities for non-paying, regular visitors to connect to PSASA at no fee
Member benefits:
• Provide a network and collaboration between the various speaking and event associations • The opportunity to hone their presentation skills and to develop business skills around thought leadership and essential messages • Changing the mindset from being a speaker to an entrepreneur is a big leap for many members and this step allows them to tap into a much broader range of modalities to offer value and build a sustainable business model around their key message Achievements and objectives: PSASA hosts a number of developmental and focus programmes and mastermind sessions, allowing both PSASA members and non-members the opportunity to learn together and collaborate to develop skills such as podcasting, book writing, and virtual and hybrid speaking. The association also has a mastermind for woman speakers to help them develop positioning skills and one for non-English home language speakers, to find ways to develop their opportunity to present and earn in their own languages. There is an additional mastermind focusing on the wellness space, to allow members with different modalities to support each other and develop their messaging. Local members of PSASA have spoken on stages around the world and worked with businesses small and large, as well as multinationals globally. Thousands of books have been written and media attention earned by the members. PSASA is the only association on the African continent that is a member of the Global Speakers Foundation. Website: psasouthernafrica.co.za
SAACI is a professional association that promotes sustainability within the business events industry in Southern Africa. Its core activities are centred on facilitating an enabling environment for learning, growth and collaboration. Chairperson: Kim Roberts CEO: Glenton De Kock Members: Conference and events organisers, DMCs, exhibitors, services, technical, transport, venues, educational institutions Fees: Student: R627; Independent (1 rep): R2 598; Company – Micro (1-3 staff members): R3 564; Company – SME (4-10 members): R5 460; Company – Regional (11-50 members): R7 013; Company – National (51+ members): R20,404; Educational: R7 013; Patron: R49 314
Member benefits:
• Empowerment and upskilling of members and the next generation • Relevant, member-focused conversation that encourages engagement • Experiential platforms where members gain true value, raising the calibre of events throughout its national footprint Achievements and objectives: SAACI was founded in 1987 by Nick Stathakis, former head of SATOUR’S Congress Division, and Keith McCusker, former head of the CSIR. Their guiding principle for pioneering SAACI was to create a governing body to improve the standards in conference facilities, meeting venues and allied services within Southern Africa, to improve its global competitive advantage with both local and international conference buyers. More than three decades later, SAACI still leads the way in thought leadership to move the industry forward and advance Southern Africa’s well-deserved reputation for excellence in MICE. SAACI’s goal is to be the recognised professional association of the business events industry of Southern Africa. In 2020, it initiated the weekly gathering that has now led to the formation of the SA Events Council. Website: saaci.co.za
SITE is the only international, not-for-profit, professional association devoted to the pursuit of excellence in incentives, a multibillion-dollar global industry. Its Africa chapter is committed to developing partnerships across the continent for the development of incentive travel excellence. President: Africa chapter: Tes Proos Membership: DMOs, DMCs and various suppliers including hotels, venues, etc. Education networking opportunities are some of the key reasons why people join SITE Fees: Member types (voting): Professional: US$445; Developing Professional: $200; Corporate Buyer Member: $275; Group Membership (3-4 members): $400 per member; Group Membership (5-9 members): $350 per member; Group Membership (10+ members): $275 per member Affiliate member types (non-voting): Student: $50; Faculty: $50; Retired: $50
Member benefits:
• Education and certification opportunities help you build skills and stand out from the competition • Access to the right incentive customers will take your business further • Connect with a community of experts and peers around the world through SITE • SITE’s research keeps members at the pulse of leading practices and market challenges Achievements and objectives: Incentive travel is one of the most powerful motivators, as well as a massive economic driver, yet this sector will be one of the last to recover under Covid-19 restrictions. After the 2008 economic crash, the US government was on the verge of banning incentive travel. SITE’s leadership was instrumental in preventing a global shutdown of a multibillion-dollar industry. SITE Africa is running workshops and masterclasses across the continent to assist with skills development and offering mentorship at all levels. The SITE Africa chapter is relatively new, having been the SITE South Africa chapter until late 2019. The rebrand to Africa took place to enhance the association’s incentive travel community through strengthened communication and continental networking. To this end, SITE Africa was awarded the Rising Star Chapter for 2020 during SITE’s Chapter of the Year and Excellence Awards. SITE Africa has also won the most awards globally for the best motivational programmes. Website: siteglobal.com
The TPSA was originally established as a trade association with the aim of representing members in the promotion of their business interests and to promote the advancement of knowledge and skills in technical production. The TPSA is recognised as the primary author of the SANS 10366 national standard for safety in the live events industry. Chairman: Sharif Baker Executive director: Kevan Jones Membership: Technical suppliers in the events and entertainment industry Fees: Corporate: R7 500; Individual: between R1 800 and R2 300 per annum, depending on designation level
Member benefits:
• The TPSA is primarily engaged in representing the industry and its corporate members in engagements with government and regulatory bodies • Individual (designated) members hold a formal designation that recognises their skill and competence • All members abide by a code of professional conduct that holds them to a higher standard of business and ethics
Achievements and objectives:
Under SACIA’s leadership, the TPSA has developed and launched three professional designations for individuals working in the technical production and live events industry. These designations provide formal recognition of an individual’s skill and competence in technical production, with the ability to recognise areas of specialisation such as audio, video, lighting, rigging, stage design, project management, etc. The TPSA Council has also been involved in several industry task groups that promote transformation and a greater commitment to diversity in the technical production sector. The TPSA holds formal affiliate agreements with several local and international associations and is a founder member of the SA Events Council. Website: sacia.org.za
