For the third year in a row since the Rand Show's relaunch and repositioning in 2010, the business chamber has given its full endorsement to South Africa's biggest consumer exhibition.
"The Rand Show's management has done a lot in the past few years to attract quality exhibitors back to the show," says Andries Brink, chairman of the Greater Johannesburg Business Chamber. "This is definitely to the advantage of businesses looking for opportunities to communicate with consumers in a difficult economic climate."
The Rand Show is now intensifying its drive to overhaul the content of the exhibition halls, following successful turnaround plans which reinvigorated the entertainment lineup, and significantly improved the audience profile. While research proves that visitors are now happy with the entertainment on offer at the Rand Show, it also indicates that people want more exhibition content.
"2013 is the Year of the Exhibitor," says Pula Dippenaar, CEO of Dogan Exhibition & Events, which manages the Rand Show. "In past years, we focused on getting the audience and the entertainment offering right, and have succeeded on both counts. We're now going all-out to transform the exhibition floor, offering exhibitors even more opportunities to connect with consumers."
The Rand Show team is offering exhibitors space in pre-designed, themed pavilions which, if taken up by exhibitors, will create a destination-shopping experience for consumers. For instance, there would be a specific area with themed shell structures and backdrops for dairy brands within the "DO Food" hall, and a dedicated DIY zone within the "DO Home Improvements" hall.
There is also a plan to bring relevant celebrities and experts into the halls, to host demonstrations and entertainment slots to encourage consumers to spend more time on the show floor.
The Rand Show is confident that plans such as these will breathe new life into the exhibition halls, giving exhibitors a quality environment in which to engage with consumers.
"The Greater Johannesburg Business Chamber supports exhibitions that give its members the opportunity to showcase their products and services to consumers," says Brink. "The GJBC is therefore pleased to once again give its support to the Rand Show."