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MARKETING: Africa's First Consumer Electronics Expo


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Based on the highly successful model pioneered by overseas consumer electronics shows such as Dubai’s Gitex Shopper and Singapore’s Sitex, the first consumer electronics shopping expo on the African continent will be hosted in South Africa. In 2013 CETX, the Consumer Electronics and Technology Experience, will be brought to Africa by international media group, Hypenica.

Show Director, Shubir Khattau, says, “These shows have been created by the industry for the industry and have proven to increase consumer spending on technology and electronics in the various countries where they are run. In fact, shows like these account for half the annual turnover of some of the leading retailers and are now their most important sales periods of the year.”

The South African shows are expected to bring in over 10 000 visitors at each venue in Cape Town and Johannesburg and will feature a full-spectrum of products ranging from the latest TV’s, tablets and cameras to mobile phones, laptop computers, home entertainment systems and appliances. In addition to trying out the latest technologies in eight different categories, consumers will receive the best deals, have access to product expertise and get to participate in interactive workshops and demonstrations. They will also stand the chance to win an array of exciting prizes.

Khattau, who has organised and launched shows in more than 10 countries including leading consumer shows for the Dubai World Trade Centre, shares, “The decision to bring the CETX concept to the country has been reinforced by the fact that the appetite for local consumer shows are increasing. According to the Exhibition and Event Association of Southern Africa there has been a 10% increase in the number of consumer shows since last year. Furthermore, 65% of their members have reported an increase in foot traffic at their events.”

He continues, “In South Africa alone, the consumer electronics market is expected to grow from just over US$8.8 billion in 2012 to over US$13 billion in 2016. This rapid growth is indicative of the surge in demand for higher-end products with better specifications and functionality. CETX offers brands and retailers the opportunity to showcase current product ranges, introduce customers to new innovations as well as move existing stock over the three day show period at each location.”

Rick Bosman, Marketing Manager of Toshiba FZE-SA says, “This is just what the South African technology market needs. It is also the perfect platform to showcase our latest products and enhance our brand awareness to the South African public.”

Warren Kyle, Business Development Manager - Southern Africa for Sharp shares, “CETX is the only all-encompassing consumer electronics shopping expo in Africa and we are excited to have this show concept here as it has proven to be a great success for brands and retailers in leading cities around the world.”

We will soon be embarking on an integrated multiplatform marketing and viral campaign to ensure that the local consumer technology and electronics market doesn’t miss out on the opportunity to ‘see it, try it and buy it’. Space at one of the most anticipated events of 2013 is limited, so we encourage retailers and brands to book soon to showcase their latest products and technology,” concludes Khattau.

CETX will be held in Cape Town from July 19-21, 2013, at Cape Town International Convention Centre.

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