Exhibitions in a digital age Gary Corin on how exhibitions are evolving

Visitor interaction at World Travel Market 2017

Exhibitions in a digital age

As an effective marketing platform, exhibitions globally continue to grow in number as well as in importance, as they offer a good return on marketing spend invested, writes Gary Corin.

ITH THE ABILITY to create an interactive environment that can tap into the five senses through real or virtual experiences, exhibitions draw positive face-to-face engagement between sellers and buyers. Exhibitions are not only for product display; they are a place of learning, for customer interaction, and for the exchange of information and ideas.

The explosive growth of the digital world has been embraced by the exhibitions industry as it presents an opportunity for greater reach to targeted audiences. Pre-event campaigns that use various social media channels and electronic media to engage with prospective visitors and promote online pre-registration are driving increased visitor numbers. Facebook, Instagram and Twitter are among the most popular to motivate visitor attendance and to actively engage with visitors whille on-site. Social media captures the experiences in video and pictures, instantly drawing attention to the event.

WHAT THE FUTURE HOLDS Despite an ongoing slowdown in global economic growth, the exhibition industry remains geared for continued growth in 2017, with increased turnover reported for a majority of exhibition organisers. This is according to a January 2017 Global Barometer survey published by The Global Association of the Exhibition Industry (UFI).

It is competition from within the industry itself that has seen a measurable rise in importance in determining future business strategy. This will see expansion in the industry’s business activities globally with more live or virtual events to run alongside the exhibitions to create additional value. 28% of research responses from South Africa forecast an increase in these types of activities. 29% were also looking to expand operations in new countries. With the exhibition industry being highly competitive,

marketers need to ensure that their marketing spend is invested with the right people. It is important that exhibition organisers are professional and skilled, know their target audience and invest in research to keep up to date with exhibition trends and changing markets.

GROWING IMPORTANCE Africa offers a significant growth opportunity for exhibition organisers. Although there are some challenges facing sub-Saharan Africa, these economies have been attracting international investment interest and the African exhibition industry is seen by international organisers as a new frontier for growth. The importance of exhibitions and their contribution to a country cannot be underestimated. Groundbreaking industry-first research into the economic impact of the exhibition industry in South Africa was commissioned by the Association for African Exhibition Organisers (AAXO), of which Specialised Exhibitions Montgomery is one of the founding members. Grant Thornton conducted the research between 2015 and 2016.

The research results demonstrate the undeniable power of exhibitions in promoting trade. The study confirmed a number of key economic benefits that exhibitions provide and their overall contributions towards the economy.

It was shown that exhibitions contribute R74.9 billion to the country’s national economy and R3 billion to national taxes. The contribution to employment is around 152 000 annual jobs sustained/created.

In addition to the tangible and monetary impact on the tourism industry, other

IN 2015, OF THE FIVE MILLION VISITORS TO EXHIBITIONS

IN SOUTH AFRICA, TOURISTS ACCOUNTED FOR

ONE MILLION. THE EXHIBITION INDUSTRY

CONTRIBUTED R23 BILLION TO THE TOURISM SECTOR AND SUSTAINED 47 000 JOBS. THE

DIRECT IMPACT TO THE TOURISM

SECTOR IS R7.6 BILLION

intangible/non-monetary elements also result from exhibitions, including enhanced vibrancy of the cities in which the exhibitions are held, increased visitors taking up tourism experiences in the destination cities as well as an increased awareness of other local tourism offerings. Overall, the industry has grown, but because of the impact of economic changes and other challenges (such as Ebola being an issue in 2015, and the resultant reduction in travel to South Africa and Africa), this growth varies from exhibition to exhibition, depending on the industry in which they function. This has also led to the rise of niche and targeted exhibitions, especially for trade.

FOLLOW THE TRENDS AND ADAPT The research also touched on technology as a major trend. When it comes to visitorexhibitor relationships, exhibitions cannot stay just in the physical. They have to build technology into their shows or end up being left behind.

New trends are constantly emerging and organisers and exhibitors need to adapt to the changing times to keep exhibitions future fit. Using research such as the latest study from AAXO, UFI and from the Centre for Exhibition Industry Research (CEIR) as a resource for strategic planning will assist when exhibition brands are reviewed and updated relevant to market needs.

Every show should be viewed as a new show. Research findings and exhibitor/ visitor feedback can help organisers adapt accordingly.

The UFI and Explori Global Visitor Insights report, released in November 2016, confirmed visitors’ need to see something ‘new’ when attending exhibitions. They want the experience to be one of discovery – to be able to see new products, identify new trends and learn about latest innovation are all high priorities for visitors. The range, quality and innovativeness of exhibitors and the overall exhibition is what matters. The desire to see new products and services is an objective for 69% of visitors. There is significant opportunity for exhibitions that can consistently deliver “newness” across their offering through content and on the exhibition floor.

Exhibitions will continue to be important and will keep relevant by embracing the digital world, being innovative and adapting to change in order to remain future fit.

GARY CORIN serves as managing director of Specialised Exhibitions Montgomery. He has been with the company for over 15 years. He has gained experience in all facets of exhibition organising, including sales, marketing and services.

EXQUISITE EXHIBITS THE LATEST DESIGN TRENDS FROM EUROSHOP 2017

Discover the design trends that are being used in exhibition displays around the world. These are the five design trends that Justin Hawes, MD of Scan Display, took notice of at EuroShop, across all 18 exhibition halls (with a net floor space of 128 000 m 2 — about three times the size of Johannesburg Expo Centre’s exhibition space! ) where 2 367 exhibitors from 61 countries were vying to outshine each other with their displays.

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FABRIC You might be thinking this is nothing new, and you’d be right. Fabric has been around for the past 10 years but what is new is that the fabric prints are bigger and better than ever before. Maximum widths of 5 m have enabled huge seamless graphics to take over – sometimes as long as 15 m. And the printing is of a better quality, allowing for incredibly vibrant images.

LIGHTING LED lighting is also not new, but the innovation that is driving it is. A range of luminous intensities and colours provide custom lighting options, so that different moods and effects can be achieved. In the past, lighting was very bright and monotone. We saw a range of softer lighting effects making an entrance at this year’s show.

The Fairnet stand featured a large LED screen and real fish tanks as counters

A tower structure made of rough wooden blocks

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BACKLIGHTING It should be no surprise that better fabrics – together with better lighting – have resulted in better backlighting. Advanced LEDs are being used, and the scale and quality of backlighting options has grown, allowing for lightboxes of a size and standard not seen before.

EuroShop takes place every three years in Düsseldorf, Germany.

The next trade fair will run from 16 to 20

February 2020

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NATURAL WOOD In sharp contrast to the sophisticated new technologies appearing on stands, the use of one of the oldest exhibition stand materials – natural wood – was another trend. It is used free of paint, varnish or other finishes. This effect is visually striking, especially when its organic texture is juxtaposed with the sleeker synthetic materials that are commonly used in exhibitions.

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LESS IS MORE EuroShop exhibitors had fewer AV screens and less marketing collateral on their stands. By bypassing looped videos and brochures, the emphasis was solely on engaging with people and talking to them about their specific needs and interests. This is a far more personal and memorable experience. It is also what exhibitions are essentially about: meeting with people and face-to-face marketing.

BE INSPIRED

Paul Hugo, Scan Display’s creative director, shares his top four impactful and unusual exhibition stand designs from EuroShop 2017.

THE UNEXPECTED STAND Exhibitor: Atelier 522

Proving that weird can work, Atelier 522 took a very different approach with its stand. This stand was so different, and unexpected, that it attracted a lot of attention. And it did so effectively, as you could see constant engagement with the people manning the stand. The 5 m x 5 m corner stand simply had black draping on two back walls, and logos suspended on to them. Parked on the stand was an old Land Rover converted into a meeting platform, while white balloons under a spotlight floated above it to catch the eyes of passers-by. This was probably the least expensive stand at the expo – proving you can make an impact on a budget.

THE ALWAYS-CHANGING STAND Exhibitor: Schwitzke

This stand had a sandpit on its most visible corner, with an artist continually building and rebuilding a big sandcastle throughout the entire five days of the expo. This meant that the stand’s talking point was constantly changing. It made people curious, and they spent time watching the process – which created an opportunity for sales representatives to engage with them. The layout of the stand allowed for multiple meeting tables, which featured constant visitor flow and engagement. In my view, this was one of the most successful functioning stands. This company also followed a similar recipe at the last EuroShop, and it is very recognisable as a result. This is great for brand building.

THE WOW STAND Exhibitor: Fairnet

The stand's underwater theme was beautifully executed with striking visuals on an impressive giant LED screen wall, ingeniously overlaid with print on clear PVC. The glass cube meeting room penetrated the LED wall. This juxtaposition made it appear suspended in water. The LED wall also functioned as a stairwell to the meeting room. And its reverse side was covered with a graphic mirroring the LED screen, which fooled the eye into perceiving a double-sided LED wall. Fish tank tables were clever conversation points, while the floor had a sandy texture. A chill-out corner featured transparent chairs that looked like bubbles, and each chair offered a selection of music to listen to. Visually, the stand was outstanding. But it was also a fun theme, with lots of little surprise details to ensure visitors stayed alert and engaged.

“I was really interested to see how unusual the stand designs were; who stood out for doing something different; who was successful and who wasn’t.” Paul Hugo on attending EuroShop 2017

THE MYSTERY STAND Exhibitor: atelier damböck

While most exhibitors do their utmost to get more people to their stands, this stand went in completely the opposite direction, and was by invitation only. A waterfall blocking the entrance to the stand made a dramatic statement about its exclusivity, and meant that those with an invitation had to be escorted across the threshold with an umbrella. It was made even more intriguing by a small interactive humanoid robot positioned near the stand entrance. Visitors could pose questions to it, and get answers, with full visual contact and intelligent replies. Powerful but simple branding, using dark grey colours with black, added to the intrigue.

THE ECO-FRIENDLY STAND BUILDER

Resource Design is your turnkey provider for design, manufacture and project management dedicated to personalised service excellence. The company offers truly green, eco-friendly, sustainable products such as the X-board. THE DETAILS THE CLIENT Cape Town and Western Cape Convention Bureau – a division of Wesgro THE SHOW Meetings Africa 2016 and 2017; WTM Africa 2016 and 2017; Tourism Indaba 2016 and 2017; Agriculture Investment 2016 THE BRIEF Wesgro wanted a stand that followed sustainable principles. The booths on the stand needed to convey the essence of Cape Town as well as the diversity of the Western Cape as a destination. The stand needed to be inviting and not corporate or too businesslike. The central hub for activations was to form the main attraction as well as provide a gathering point in the stand. The stand had to meet a budget and allow for reuse. This stand has proved its value not only in modularity but also in keeping costs down. ESOURCE DESIGN’S goal is to reduce global reliance on non-renewable, nonsustainable production materials and methods. Its aim is to empower South African companies by designing and creating amazing structures, events, campaigns, and retail and interior environments. This is done by engaging with eco-active designers, architects, exhibition builders, advertising agencies, brand activists, printers, signmakers, furniture manufacturers and shopfitters. THE ECO-OPTION EcoXpo is a sustainable, recyclable and versatile option to traditional exhibition construction. The X-boards are made from a mix of upcycled waste Kraft paper and offer the following advantages: • lightweight (around seven times lighter than MDF) • recyclable R

ABOUT THE STAND

Wesgro is proactive when it comes to greening and sustainability. Resource Design is the only company in South Africa that offers a certified, sustainable and truly green option for exhibition stands. This is one of the many reasons why this partnership works. For these stands, Resource Design used repurposed materials as well as the most eco-friendly building material available in South Africa – Xanita board (X-board). The Wesgro stands in 2016 and 2017 were specifically more recycled than Xanita. The seven stands used the same material making it repurposed and recycled. In previous years the stands were 90% Xanita.

• quick and easy to install • ideal for direct UV inkjet printing, eliminating the need for vinyl application • extremely cost-effective due to the weight-saving benefits. Boards are flat-packed and transported to site for quick assembly, minimising on-site staff requirements.

A typical exhibition booth is usually constructed of nonrecyclable, engineered wood (typically MDF or particleboard)

DID YOU KNOW? The Meetings Africa 2017 stand was awarded the Best Stand award. “Not only did the stand meet the brief, it exceeded client’s expectations. We built a stand that allowed for successful interaction. It is always a hive of activity. We created a stand that evoked a feeling of coming home – a place where you want to be. The Resource Design team loved working on this stand. Cape Town is our home – so the stand was done from the heart,” explains Karen Healey, managing director.

or rigid plastic sheeting. These substrates are dressed up with corporate logos, imagery, corporate-colour-matching paint and other decorations, in order to portray a visual concept of the corporate, what it stands for and the products it sells.

Post show, more often than not, industrial waste bins of exhibitionrelated waste are sent directly to landfill to be dumped.

Using X-board offers the added greening option of recycling onsite, instead of paying to remove post-event waste.

A GAME CHANGER Post show, X-board can be signed over as industrial paper waste to the exhibition centre management, who gladly compact the boards in industrial paper waste compactors. The paper waste is then handed over to contracted paper recycling companies for repulping, once again into Kraft paper, and so the cycle repeats itself.

THE DESIGN TEAM

Each stand has grown slightly with detailing, different finishes and each individual designers take on the specific stand that they designed – using the components that make up the structure. So far, over seven stands, there has been input from four designers – putting their stamp on it. Kalin, Dan and Daniel have been the latest contributors and make up the core of the design team. Equally at home designing custom, system or the company’s signature Xanita EcoXpo designs, this young design team excels. In the eco-design field, they are part of a small band of international designers that are pioneering the use of engineered fibreboard as a sustainable alternative in the exhibition world. Resource Design is very proud to call this small band of designers – who have backgrounds in industrial, interior, graphic and architectural design – its own.

The Cape Town and Western Cape Convention Bureau is a strategic business unit of Wesgro – the official Tourism, Trade and Investment Promotion Agency for Cape Town and the Western Cape. The bureau promotes the destination as the premier place for meetings, incentives, conferences, events, exhibitions and trade fairs. As a result, the stand design needed to reflect Cape Town and the Western Cape as an inspiring place to meet and do business. Lerisha Mudaliar, stakeholder and marketing coordinator for the bureau, shares her experiences working with Resource Design. THE CLIENT

WHY DID YOU USE RESOURCE DESIGN? Wesgro put out a tender for suppliers. Resource Design provided us with a stand design that showcased what Cape Town and the Western Cape are about. It was functional, yet stylish, sustainable and modern.

WHAT WAS YOUR EXPERIENCE DEALING WITH THE RESOURCE DESIGN TEAM? The team is extremely professional and accommodating. Gary van der Watt and his team go the extra mile to accommodate any changes we have. We have an incredible working relationship with them.

WOULD YOU RECOMMEND RESOURCE DESIGN?We would highly recommend Resource Design.

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