Since its official launch earlier this year, the Association of African Exhibition Organisers (AAXO) has presented groundbreaking, high quality, much needed training events, and knowledge sharing workshops to enable the industry to strive for new heights. Their efforts to contribute to a standardised, profitable and thriving exhibition industry culminated in the first ever Exhibition of Exhibitions which took place on 19 and 20 October 2016. The event was a resounding success and AAXO members from across the continent were privy to world-class training, industry tips, networking and a glimpse of the exhibitions to take place in 2017.
Over the two days, the Blue Wing Conference and Events Venue at the TicketPro Dome in Johannesburg was packed with more than 275 delegates and a host of local and international industry experts per day. For organisers, topics such as new exhibition technology for organisers, and how to deliver unique value that is not currently being offered by other marketing channels were discussed, while exhibitor training delved deeper into why exhibitions work, measuring ROI and incorporating new interactive technology into stand design.
The first day of the organiser training leg kicked off with exhibitor case studies. During this session, organisers gained valuable insight into how companies like Pyrotec and Franke leverage their PR relationships to use the media to help promote their presence at trade shows. Blue Label Telecoms ticketing and marketing executive, Brandon Duffield, followed with a look at the latest innovation in ticket and registration technology and offered valuable expert insight into how technology can be better harnessed to drive user experiences at exhibitions.
Washington-based CadmiumCD project manager, George Heitzmann’s presentation covered everything from marketing and technology, to floorplan development and an optimised operations checklist. Originally from South Africa, George graduated from the University of Cape Town and has project management professional (PMP) certification – this allows him to tailor his approach to the South African market in particular. The team from Lumi Global followed with a detailed discussion on global technology trends.
A big drawcard of the event was one of the world’s top sales gurus and renowned motivational speaker and trainer, Andy Preston, the UK’s top international sales speaker. Organisers got to rub shoulders with him on the second day of the Exhibition of Exhibitions, while exhibitors enjoyed sessions with Andy on the first day of the event. He delved deeply into prospecting and lead generation, objection handling and sales leads conversions, all designed to grow their revenue and business.
On the second day of the Exhibition of Exhibitions, exhibitors learnt about current trends, what works and which pitfalls to avoid. Exhibitors also had a chance to listen to Nicholas de Klerk from Expo Guys who talked about unique stand designs as well as how to best dress and decorate your stand to differentiate it from those of competitors. Justin Hawes, founder and chairperson of Event Greening Forum, a non-profit organisation that promotes sustainability in the events industry, spoke on event greening ideas and the future of the drive for sustainability. As the managing director of Scan Display, Justin enjoys a unique 360 industry perspective which enabled him to deliver deep insight into the world of sustainable exhibitions.
For exhibitors, this event was their passport to exhibitions with world renowned international speakers and over 50 exhibits of both shows available to participate in as well as stand designers and suppliers they can choose from. Suppliers, too, benefited from attending this pioneering event as they marketed themselves to organisers and exhibitors. The event was of outstanding quality and further cemented AAXO’s position as the authority in the exhibition industry and a credible governing body passionate about growing the industry and upholding world class exhibition standards.
Carol Weaving, chairperson of AAXO, is thrilled by the feedback received after the Exhibition of Exhibitions. “This year’s Exhibition of Exhibitions exceeded our expectations. As we grow and educate our exhibitor universe this will result in growing our exhibitions which in turns benefits the venues and suppliers. AAXO is geared for growth and means business. Exhibitors have been reminded to only deal with AAXO approved members who are credible and governed by a code of conduct that is meaningful.”
AAXO would like to thank all of those who presented at and attended the Exhibition of Exhibitions. AAXO also gratefully acknowledges the contribution from the sponsors of the day: TicketPro Dome, Delmont Caldow Caters, ExpoGuys, TIS Expo, Exbo, AV Unlimited, Seatworks, African Show Services, Alliance Safety Management, Conference News Channel, Seriti Security Services, Altor Medical Services, Elethu Media Consulting Services and Jawbone who are proud to be associated with this event.
Visit: www.aaxo.co.za
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