THE FORUM GROUP – Sydney Event Management Company

IMBIZO is a Zulu word for gathering and also the name of South African Tourism’s (SAT) recent showcase: a four-city road show for Australian Meetings, Incentives, Conferences and Events market.  The Forum Group assisted SAT in managing and producing IMBIZO. Read our case study below.

Objective: To educate and immerse the Meetings, Incentives, Conferences, Events industry in the experience of South Africa and its new diverse offerings as a global meetings destination.

The key focus was to create an interactive and educational experience.

Strategy: To create a unique IMBIZO with a feel for the experiences that a delegate would have in South Africa.

Tactics: To transform an empty function space into distinct South African MICE encounters.

Guests were greeted by the memorizing voices a 24 piece choir singing lively traditional and modern South African music. Guests enjoyed South African flavoured canapés and wines.

From the pre-diner drinks area, guests were prompted to enter the ‘Stargazing Safari’ zone which was completely dark and only lit by subtle star cloth which covered all exposed walls. Unique sounds of the South African night noises were played subtly in the background.

Guests were required to spend 5 minutes at each of the 11 SAT partner stands to hear about existing and new venues, tours and DMC offerings. A loud elephant’s trumpet sound signaled the trigger to move to the next stand.

The main dinner area was transformed into a ‘Boma’ (campfire dinner) experience with a central campfire prop, long picnic style tables, wooden seating and reeds and plants placed around the room.  The area was lit with warm ambers and red lighting to enhance the campfire feel. Delicious traditional Braai (South African Barbeque style) foods were served at all venues.

Results: A highly successful engaging and interactive event which provided Event Management Companies, Professional Conference Organisers, Incentive Houses, Meetings & Conference Managers substantial information to be able to on-sell the wonderful destination of South Africa.

A sensory experience of a South African IMBIZO to the Australian MICE market.

Trade shows are a popular way of marketing your brand, connecting with your target audience and capturing new leads.

In order to successfully achieve this however, there are some key questions which you must ask yourself (and communicate to your booth staff in order to maximise your ROI);

1. Who is your target audience?

2. How will you attract them to your booth?

3. What is the one thing you want them to know about your business?

4. How will you communicate this and capture those leads?

5. How will you then follow up this lead and turn them into a customer?

Do you have any other questions that you think are important to consider? We’d love to hear your thoughts. Leave a comment below.

Exibitor Magazines’s ’2010 Economic Outlook Survey’ indicates that 33% of exhibit managers plan to cut staff travel and accommodation costs this year. With many companies still recovering from the GFC, sticking to budget has never been more crucial. So how can companies look at minimising these travel costs? Candy Adams suggests the following ideas;

1. Recruit staff/products from the local area – minimise the cost of airfares, accommodation and freight.

2. Book hotels with complimentary breakfast and transfers - for staff that do require accommodation, look for hotels that offer complimentary breakfast and transfers (or otherwise have a partnership with a preferred supplier that can get you a discounted rate).

3. Rent a car for your staff - this may work out cheaper than paying for taxi’s and transfers. It’s also preferable and convenient to have your own means of transport and be able to go to and from the exhibition should a situation arise, for example if you need extra supplies for your stand.

4. Organise group meals and buy groceries for your team – hotels and restaurants will undoubtedly be much more expensive,  and the last thing you want is your staff leaving expensive bills on your desk when you return back to the office. Group meals are a great way for the team to bond and communicate throughout the event. Exhibitions often involve long hours and can be very tiring. By stocking up on supplies, your team will appreciate having snacks readily available and the ability to be able to eat their dinner quickly and have more time to sleep/unwind.

5. Negotiate hotel rates – ask the venue if they can offer you a discounted rate for booking several rooms.

Do you have any further ideas on how you can cut travel costs at your next exhibition? Leave a comment below.

Due to the recent economy, it appears that companies have become more hesitant towards the idea of exhibiting at trade shows. Everyone is tying to do more with less – so the idea of spending money on a booth, taking time out of the office, developing handouts and giveaways and training staff…can all seem like too much effort and not to mention…an unnecessary cost.

Well – we think that trade shows are worth the effort and cost!

Here are 7 good reasons why;

1. Greater ROI – Bottom line is that trade shows help you generate leads and sales. Yes there is an initial cost, but you are more than likely going to generate more leads from being at a trade show for a day, then you would spending a week in the office making sales calls.

2. Suss out the competition – Trade shows are a great way to see exactly what it is your competitors are offering. Ask yourself: what are they doing right? What are some clever marketing strategies that other booths are implementing that our company can incorporate?

3. Introduce new employees to the industry/train your new employees – Trade shows are a fantastic way for your new employee to gain an understanding of the market, interact with customers and gain a thorough knowledge on your companies’ product and services. It’s also a great way for your new employee to build relationships with the team and within the industry.

4. Become friends with the press – Keep your eye out for anyone wearing a press lanyard/badge and invite them to your stand and have a chat. See if you can swap business cards and make some new contacts for future publications and press releases. Make your company or brand known – generate some publicity.

5. Build a following – Trade shows are a great opportunity to invite customers to subscribe to your blog or newsletter. Or alternatively, why not set-up an internet kiosk and ask people to ’like’ your page on facebook or follow you on twitter. This is an effective way to start building a highly targeted list.

6. Customer interaction – Add some credibility by having a customer service area within your booth. Talk and interact with customers and ask for some feedback – what works, what doesn’t? What can you do to improve? What would they like to see your company do?

7. Find partners and form alliances – Liaise with other exhibitors and look out for any potential partnerships. Trade shows are a great way to see other suppliers in action and see how they work as a team, what they can offer, how well they execute themselves and whether you would be able to work well with them in a strategic partnership.

What are your views on the value of exhibiting at trade shows? Leave a comment below sharing your thoughts/experiences.