Western Cape Business News

Send  Share  RSS  Twitter  06 Feb 2011

MARKETING: Strong Player Brings Value Add Shows


Recent Western Cape Business News

SPECIALISED Exhibitions once again brings a strong presence to Cape Town in 2011 with top regional shows being hosted at the Cape Town International Convention Centre.

Markex Cape, the definitive marketing, promotions and special events exhibition and sister regional show to the crowd-pulling Gauteng event, presents the market with new trends and products from 23-25 August at the CTICC, and leading companies involved in packaging, food processing, plastics, labelling and print will showcase the latest the industry has to offer at Propak Cape, the regional business event for the Western Cape, from 25-27 October, bringing the highly successful, world-class Propak Africa to the Cape region.

Other top brands within the Specialised Exhibitions fold include Electra Mining Africa, Interbuild Africa, Hostex and KZN Industrial.

We offer South Africa’s largest portfolio of exhibitions servicing business to business sectors of the economy and our geographical reach extends across Gauteng, KwaZulu-Natal and the Western and Eastern Cape,” says Gary Corin, managing director of Specialised Exhibitions.

We concluded one of the company’s most successful two-year exhibition cycles in terms of visitor and exhibitor attendance across our portfolio’s in 2009 and 2010, and that trend is set to continue across our shows in 2011,” he says.

Corin says although the economic downturn has seen budgets becoming tighter, this has propelled more creative and effective use of marketing resources, which resulted in the two-year cycle of successful exhibitions attracting good quality visitors with purchasing power.

A successful exhibition is only as good as its ability to address the needs of the industry it represents – and this is even more important in a tighter economy,” says Corin.

We believe we are able to reflect the trends and issues at the centre of the industries we service and this is achieved through ongoing research and exhibitor/visitor feedback.”

Within this environment new trends are also constantly emerging and exhibitors and exhibition organisers are conscious of the importance of accompanying crowd-puller events.

The trend towards experiential and entertainment factors being incorporated into exhibitions continues to grow as it encourages visitors to ‘feel’ the show – seeing, feeling, hearing, tasting, touching - and harnesses an individual’s senses so they really are experiencing what’s on show, even with trade shows such as Propak Africa, where live demonstrations are actively being used.

Even ‘scent marketing’ can make customers more relaxed, more alert and more likely to buy, and exhibitors use this marketing technique to entice visitors to stay on their stand longer and forge a stronger bond with their brand – Markex is a good place to experience this.

Entertainment lends great appeal to an event with consumer shows embracing this more heartily, but trade shows are also seeing the value of combining entertainment and experiential factors.”

These elements keep familiarity at bay, each event being new and different with appropriate ‘wow’ factors relevant to the industry,” says Corin.

Exhibitions are unique in that they are the only medium that brings the whole market together - buyers, sellers and competitors, and where products and services can be seen, demonstrated and tested, and face-to-face contact made with a large number of relevant decision makers in a short period of time.

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