[Janyce Currin] To the business owner the value of trade exhibitions as a marketing tool is undisputed, and most see the value of using events to the same end. In fact, the use of events and experiences to drive customer loyalty and supplier performance has grown so phenomenally over the past few years that the Exhibitions Association of South Africa (EXSA) recently announced its name change to the Exhibitions and Events Association.
[Janyce Currin] As companies and smaller businesses in South Africa increasingly appreciate the value of company events as an effective marketing exercise, the inevitable quest is for an events management firm that can deliver value. In a heavily overtraded industry, where does one begin?
[Janyce Currin] Successful companies are those who concentrate on core business while outsourced partners supply expert services for non-core functions. Since they are time-consuming exercises, events are ideal for outsourcing because your personnel's time is freed up to focus on core functions.
[Janyce Currin] Events have traditionally been seen as an add-on to a marketing strategy - something that culminates in a once-a-year party for clients. Lots of money is spent on the function and very little value or return is attached to it.