Industry must guard against exhibition fatigue

Four shows (Export Africa, Futurex, Process Expo and UCLGA) were held in Gauteng while NAMPO Harvest Day took place in Bothaville in the Free State and South African Property Owners Association (SAPOA) was held at Sun City.

Justin Hawes, Chairman of the Exhibition Association of Southern Africa (EXSA), expressed concern about the lack of communication and planning among the organisers of these shows: "It is unnecessary for all these shows to take place simultaneously. Not only does it place the contractors and exhibition suppliers under strain, but perhaps of greater concern is the negative impact it has on the organisers' clients, the exhibitors."

Contractors and suppliers are forced to increase their prices as their staff work overtime to complete jobs. This results in increased costs for exhibitors and ultimately a lower return on their exhibition investment.

Several of the overlapping shows also operate in similar markets, with similar exhibitor and visitor profiles. As a result a company may be exhibiting at more than one show at the same time, making it difficult for them to man their stands effectively.

Visitors are placed under pressure to visit a number of shows in a short space of time. Suffering from exhibition fatigue, they are unlikely to engage in meaningful interaction with exhibitors.

These factors contribute to dissatisfaction amongst exhibitors - the primary clients of the organisers.

Hawes highlighted that only one of the organisers involved, Exhibitions for Africa, is a member of EXSA: "If more of the organisers had been members of the association it is unlikely this overlapping would have occurred.

"EXSA facilitates communication and planning within the industry and EXSA organiser members have good relationships and collaborate with each other. We encourage show organisers to become members of EXSA and work together to promote the interests of the exhibition industry."