Weaving the exhibitor’s thread Reed Exhibitions managing director Carol Weaving’s experience, determination and insight have firmly placed her as one of the industry’s doyennes

Weaving the exhibitor’s thread

If you’ve been in the exhibition management industry for more than a week, you’ve probably heard of Carol Weaving. Her experience, determination and insight have rightfully elevated her to the status of industry legend.

HREE DECADES IN THE industry, three decades’ worth of experience, but when you meet Carol Weaving for the first time, her energy, enthusiasm and spontaneity overwhelm you. So much so that it comes as a surprise that she’s gained veteran status in the field, without it showing.

With Carol being a bit of an industry celebrity, you would hardly think she’s still humble, but a youngster could walk into a room where she’s hosting an event and her eyes would light up as she walks up and introduces herself. You can almost feel the sense of pride she has in sharing her passion with the up-and-coming generation and, more than that, it’s almost like she wants to recruit every enthusiastic young person she meets – being only too happy to participate in their growth and development.

HOW SHE GOT HERE Originally from the United Kingdom, Carol moved to South Africa in 1987 and, from the word go, she started making waves.

Her growth in the industry was astonishing. From simply arranging exhibitions, events and conferences to managing venues and facilities, she quickly built up her knowledge and experience to a point where she could start her own company.

Many people would have stopped there – they would’ve seen it as reaching their peak, but not Carol. She sold a majority share in her company to Dutch exhibitions company RAI, and then headed up RAI South Africa.

Again, this could’ve been her legacy, but why walk when you can run? In South Africa, the need for an empowerment partner is vital for the growth and success of any company and Carol not only recognised this need, but made a business decision that would take RAI to the next level. She facilitated a buy-out of the company’s shares to the Thebe Tourism Group, a subsidiary of the Thebe Investment Corporation.

As a 30% shareholder, she headed up the Thebe Exhibitions and Projects Group until November 2013, when Reed Exhibitions signed a joint venture agreement with the Thebe Tourism Group to acquire a majority share in Thebe Exhibitions & Projects Group.

The group was renamed to Thebe Reed Exhibitions and shareholders were Reed Exhibitions, the Thebe Tourism Group and Carol. Three short years later, Reed bought out Thebe’s shares and the company was renamed again, giving birth to Reed Exhibitions, as it’s known today. With Carol heading up Reed Exhibitions as managing director, it’s one of the largest and most successful exhibitions companies in South Africa.

WEAVING THE INDUSTRY Carol has managed to grow Reed Exhibitions into a company in the perfect position to grow its footprint across the African continent. Aside from her personal business successes, how has Carol managed to influence the exhibition industry has a whole? Well, to put it simply, Carol doesn’t accept a title without the intention to influence change and growth.

Carol has served on the Southern African Association for the Conference Industry’s board and is the former chairperson of the Exhibition Association of Southern Africa. She even serves on the International Association of Exhibitions and Events committee.

However, in Carol’s own words, “The exhibition industry in South Africa and Africa does not always have the required level of professionalism and credibility, especially with new, inexperienced organisers being opportunists and launching new products that inevitably fail. Exhibitors then feel that exhibitions don’t work. This has resulted in the need to launch AAXO (the African Association of Exhibition Organisers), of which I am the chairperson,” she states.

“AAXO is the voice of the organisers and is supported by over 80% of the organising community in South Africa. It adheres to a strict code of conduct and ethics, which gives

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Face-to-face meetings are still preferred for building the trust and bonds required for a successful sale and strong customer relationships. The events and exhibitions industry can sometimes be underplayed with regard to its vital importance in marketing campaigns

the exhibitor the level of comfort that their money is safe and well invested, and that they will derive the expected return on investment (ROI). AAXO members are ABC audited. Exhibitor training is a key pillar for AAXO and we cover topics such as how to measure their ROI, how to generate leads and translate those leads into real business, how to use technology to maximise participation and so on. Exhibitors are also reminded to look out for an AAXO Organiser’s approved badge – a sign of excellence and credibility,” Carol explains.

ACHIEVEMENTS Now, it seems highly unlikely that there could be a lot more to say in terms of achievements once you’ve read up to here, but there is indeed.

Over the years, Carol has managed to scoop up one award after another, including Entrepreneur of the Year at the Virgin Active Sport industry Awards 2012 for the Sports & Events Tourism Exchange; Top Performing Business Woman of the Year at the African Access National Business Awards 2011; and Business Woman of the Year in the Entrepreneurial Category at BWA 2009.

When asked what her greatest achievements are, she remains humble and attributes them to the company and not herself as an individual. “I am blessed in that I love what I do. Some of my career highlights that come to mind are: turning the Dome around from the proverbial white elephant to the success it is today, developing AAXO, growing Decorex from one to six halls, and launching World Travel Market Africa in a very competitive environment. Every show we run is rewarding when it is a great success.”

PASSION IS EVERLASTING Carol proves time and again that she is truly passionate about the exhibition management industry, but it’s inspiring to speak to her about where the industry is going.

“I believe you will never replace the face-to-face benefit that an exhibition can provide. Customers want to meet, talk and engage with their clients. Faceto-face meetings are still preferred for building the trust and bonds required for a successful sale and strong customer relationships. The events and exhibitions industry can sometimes be underplayed with regard to its vital importance in marketing campaigns. Exhibitions are extremely powerful marketing platforms. No other medium can offer you the five senses that exhibitions do – sight, taste, smell, hearing and touch.”

CAROL’S AWARDS AND ACCOLADES • Top Female

Entrepreneur of the Year in the 2014 Standard Bank Top Women

Awards • Top Performing

Business Woman of the Year at the African Access National Business Awards 2011 • Winner of the Business

Woman of the Year in the Entrepreneurial

Category at BWA 2009 • Entrepreneur of the

Year at the Virgin Active Sport industry Awards 2012 for the Sports & Events Tourism Exchange • Winner of Employee

Satisfaction Award at the Thebe Excellence

Awards 2009 and 2010 • Inducted into the EXSA

Hall of Fame for her contribution to the

Exhibition Industry • Women in MICE 2014 and 2016

REED EXHIBITIONS’ AWARDS AND ACCOLADES

• Top Gender Empowerment Company: Travel, Leisure and Entertainment 2014 in Standard Bank Top

Women Awards • Winner of the Early

Childhood Development category in Media24 unlisted company CSI awards Best Trade & Consumer Exhibition 12 000 m² and over • Business Opportunities and Franchise Expo – Best Trade and Consumer Exhibition 6 000 m 2 to 12 000 m 2 • Decorex Cape

Town – Best Trade and Consumer Exhibition 6 000 m 2 to 12 000 m², five years in a row • 2016 AAXO Awards • Decorex Johannesburg –

Best Show of the Year • World Travel Market

Africa – Best Trade Exhibition: 6 001 m 2 to 12 000 m² • 100% Design – Best Trade and Consumer Exhibition under 6 000 m² • Decorex Durban – Best

Trade and Consumer Exhibition: 6 000 m 2 to 12 000 m²

REED EXHIBITIONS IN 2017 AND BEYOND

WITH THE INTERESTS OF ITS EXHIBITORS at heart, Reed Exhibitions forms partnerships with associations, government departments, corporates and charities in every event it takes on. This ensures relevant one-on-one contact for everyone involved, as well as real networking opportunities. Reed Exhibitions takes pride in ensuring the exhibitions it organises and manages make an impact in their respective industries. The company does this by delivering on the promise of quality, professionalism and service excellence – it meets the challenges and opportunities that face the industry.

The Reed Exhibitions portfolio includes Decorex SA, Mediatech Africa, #BuyaBusiness Expo, Small Business Expo, 100% Design South Africa, the Sports and Events Tourism Exchange, and now Africa Travel Week comprising World Travel Market Africa, International Luxury Travel Market and Incentives, Business Travel and Meetings Expo – in partnership with Reed Travel Exhibitions. Other shows include Africa Automation Fair, FIBO Africa, Value Added East and West Africa.

With access to global trade and consumer event organising expertise serving 43 industry sectors, Reed Exhibitions provides the best platform to showcase all industry sectors. With an accelerated growth plan within South Africa and into Africa, Reed Exhibitions’ BBBEE level and commitment to transformation remains steadfast.

Reed Exhibitions has a strong strategy in place to identify and assess convention centres and stadiums as part of its comprehensive African growth strategy. With this in mind, extensive research has been conducted by Reed Exhibitions to evaluate the size and landscape of the potential for venue management across Africa. Prospective hosts include Ghana, Nigeria and Kenya, where there are ongoing, high-level discussions to share the group’s expertise and skills with these countries and their venue assets.

Reed Exhibitions seeks to strengthen and grow its position as a leading venue management company in Africa, leading to sustainable and long-term benefits to the communities served. Its mission is to invest in quality people and products, and to provide a level of service that is unsurpassed in Africa.

The company is committed to entrenching the role of exhibitions in the marketing mix and to the environment in which they operate. Reed Exhibitions’ commitment to BBBEE shows that it is a fully representative South African business, as does the company’s involvement in communities through social investment projects. It also takes care to ensure that every exhibition or project it manages is sensitive to the natural environment.