Exposure to international exhibition trends for EXSA members

The show, held every three years, covered 200 000m² spread over 14 halls, and attracted
95 000 visitors from 40 countries.

Justin Hawes, EXSA chairperson, says: "The overriding impression was of professionalism. The European business arena has identified exhibitions as an important component of the marketing mix with marketers allocating a large portion of their budgets to these shows. Evidence of the professionalism is seen in the time and energy utilised in creating displays."

The commercial power of exhibitions is acknowledged by the city of Düsseldorf which supported Euroshop 2005 through the provision of free public transport for ticket holders and highly visible branding. The city's support contributed to the professional image of the event.

The majority of the stands were simple in their design, maximising the impact of their messages. Exhibitors used a variety of building materials including paper, nylon and plastic. Many stands used experiential marketing to encourage visitor participation. A 250 year old olive tree was the centrepiece of a display at which visitors could select mood lighting. Another popular interactive stand provided mini table soccer and electric car racing. The lighting hall featured a wide range of innovative ideas. .

Exhibition ascetics were minimal with no aisle carpets and plants being used as fillers as opposed to enhancing the environment. Aisle signage was prominent with large alphabet squares clearly displayed. Stand numbers were not available. Each hall was well identified from the inside and large back lit coloured boxes featured directional signage to adjacent halls.

Business forums were run throughout the duration of the show, although many were in German. The EXSA contingent felt they would have been of interest to English speaking organisers and suppliers.

Members of EXSA who attended Euroshop returned to South Africa enthusiastic and inspired to apply fresh ideas.

PROFILE
The Exhibition Association of Southern Africa was founded in 1980 as a non-profit organisation representing Venues, Organisers, Exhibition Designers, Contractors, Service Companies and Associate organisations. Through collective representation, it provides a forum for these participants within the exhibition industry.