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50 years of success

FTER FIVE DECADES of serving the exhibition industry, it is clear that its accumulated experience, knowledge and expertise have become part of the company’s DNA. Marketers value the excellent opportunity that trade shows provide for on-site sales, valuable sales leads and increased brand awareness. They also know the importance of selecting the right show and the right show organiser.

As the largest trade show organiser in South Africa, Specialised Exhibitions Montgomery offers a wide portfolio of world-class shows – across a broad spectrum of industries – which deliver a good return on investment for exhibitors.

“We have built a proud heritage over the past 50 years,” says Gary Corin, managing director at Specialised Exhibitions Montgomery. “Our experience and strong reputation bring confidence to our exhibitors and visitors; our brand is synonymous with innovation, integrity and professionalism.

“Adding to our pedigree, we are wholly owned by the prestigious Montgomery Group – one of the most widely respected exhibition companies in the world with trade shows, consumer shows and specialist projects currently spanning Europe, the Middle East, Africa and Asia. Montgomery is a family business that dates back over 100 years. The group runs over 50 events in more than A 15 countries, owns a specialist consultancy firm, has a total of 15 wholly owned or joint venture companies based all over the world, and also fully owns the Expo Centre in Johannesburg – the largest exhibition venue in Africa,” Gary explains. THE EARLY BEGINNINGS Established as a locally registered business in 1967, Specialised Exhibitions (Pty) Ltd held its first exhibition in South Africa in 1968. As an industry showcase for the building and construction sectors, it was heralded a success by exhibitors and visitors alike. Interbuild Africa is still going strong today and next year will mark its 50th birthday. Other key industries were identified, which saw the portfolio of exhibitions expanding to reach many more business sectors of the South African economy. With its reputation for consistently delivering shows of excellence, Specialised Exhibitions Montgomery, South Africa’s largest trade show organiser, celebrates its 50th anniversary this year. ACQUISITION CREATES A MAJOR FORCE The acquisition of Exhibitions for Africa (EFA) in late 2007 by Specialised Exhibitions created a major force in the business-to-business (B2B) trade exhibition market in Southern Africa. Both companies had built extremely strong company brands with equally strong partner brand identification within their exhibition portfolios. The acquisition was effected professionally to the benefit of all parties and, today, the show brands still continue to grow and generate a good return on investment.

“The acquisition expanded our exhibition offering and we operate across many varied industries, including mining; industrial; electrical and power generation; building, construction and building services; occupational health, safety and security; packaging; food processing; plastics; print and labelling; food and hospitality; and marketing, advertising, design and promotions,” says Gary. “Some of our largest brand names include Electra Mining Africa, Interbuild Africa, Propak Africa, Securex South Africa, A-OSH Expo South Africa, Machine Tools Africa, KZN Industrial Technology Exhibition, Hostex and Food and Hospitality Africa, Markex and Madex. Many live demonstrations took place at Propak Africa 2016

WHY DO PEOPLE ATTEND EXHIBITIONS?

THE CENTRE FOR EXHIBITION INDUSTRY RESEARCH (CEIR) provides a wealth of research studies to show the effectiveness and efficiency of exhibitions as a marketing tool. A report from 2015 confirmed:

69% of visitors go to exhibitions to buy

66% go to learn

58% are interested in live demos and interaction with products

46% want to talk to new potential suppliers.

Visitors further want to: • see new technology and new products • compare brands • find solutions to meet their business needs • have the opportunity to talk to experts.

“We continue to grow our brands regionally across Gauteng, KwaZulu-Natal and the Western and Eastern Cape, while also increasing our African footprint into Botswana and Zambia,” he explains. Gary ascribes this strong growth to always being open to new business opportunities and the continuous renewal of the shows through incorporating the latest market trends. “Wherever we can, we use brand experiences, celebrity profiles and competitions to draw additional visitors. We are also increasing our focus on colocated conferences, free-to-attend seminars and multiple combined exhibitions.” ADAPTING TO NEW TRENDS Gary emphasises the importance of investing in effective research that can be used in assessing the viability of a new show, measuring attitudes towards existing shows, and supporting decisions around exhibition growth. New trends are constantly emerging and markets change. Research plays a key role in enabling organisers to remain future-fit and able to adapt to changing times.

“We use information drawn from research to assist in our strategic planning. Our show brands are regularly evaluated and updated relevant to market needs, and feedback from our exhibitors and visitors is also taken into our strategic discussions. Every show is seen as a new show. For us, as organisers, this research helps to focus our minds on the visitor experience and what they intend to achieve through their attendance. Additional knowledge around the top international trends that will influence visitor satisfaction is also beneficial. Innovative ways to leverage content and visitor experiences on the stand, balancing high tech with high touch, and to be mindful of the generational changes are some of the current international trends.” LEADING THE WAY GARY CORIN HAS BEEN with Specialised Exhibitions Montgomery for 21 years, holding the positions of marketing director and chief operating officer prior to his becoming managing director. He has gained experience in all facets of exhibition organising, including sales, marketing and services. Marketing has been his forte, with a direct responsibility for the delivery of visitor audiences being the focus of his role for the early part of his career with the company. More recently, he moved into a general management role within the business. Besides leading a multidisciplinary team, Gary has remained a keen academic. He attained his BTech in Marketing from the University of Johannesburg, became a Chartered Marketer through the Services SETA, and completed his MBA through the University of Hull in the UK. One of Gary’s favourite pastimes is spending sports-related time with his family. In his spare time, he assists with the development of cricket at school and community level. He has also completed five Comrades ultramarathons. THE WORLD OF HIGH TECH, HIGH TOUCH Social media and digital channels have an enormous impact on the exhibition world globally. Growing and strengthening event reach through the use of social media is of increasing importance to marketers and exhibitors, with many trying out the various platforms available. Facebook, Instagram and Twitter are among the most popular channels to motivate visitor attendance and actively engage with visitors on-site during events.

“Although technology has taken us into a new world of marketing with many advantages, when it comes to concluding business in the B2B environment, face-to-face sales are still preferred – and that’s what exhibitions offer,” says Gary. INTEGRITY AND PROFESSIONALISM Combining the success of the past with a vision for the future is what will continue to drive the success of Specialised Exhibitions Montgomery – a company that aspires to the highest possible service standards, with a focus on customer care. Through its innovative, integrous and professional approach, this provider of worldclass exhibition events consistently delivers a good return on investment for all stakeholders. Further to this, Specialised Exhibitions Montgomery is a member of the Association of African Exhibition Organisers (AAXO) and has developed exceptional relationships with leading industry associations and media partners. Visitor numbers are audited by the Audit Bureau of Circulations of South Africa (ABC). The ABC logo is a valued seal of trust that provides confidence in the market.

When it comes to exhibitions, Specialised Exhibitions Montgomery is indeed the marketer’s first choice. Visitor engagement at Electra Mining Africa 2016 Thousands of visitors attend Propak Africa 2016 +27 (0)11 835 1565 | specialised.com A world-class organisation bringing buyers & sellers together of Exhibition Excellence THE EXHIBITION EXHIBITION EXHIBITION www.theplanner.guru Your essential guide to successful exhibitions • BIG INTERVIEW

Exhibitions are an extremely powerful marketing platform. No other medium can offer you the five senses that exhibitions do – sight, taste, smell, hearing and touch.” Carol Weaving, managing director, Thebe Reed Exhibitions STYLISH STANDS Give your stand the X-factor for easy (and successful) exhibiting • TOP TIPS • HOW TO Vol. 2 2016/2017 Tel: +27 (0)11 835-1565 For our full portfolio of exhibitions, go to our website www.specialised.com