Dumisani Nsingo, Senior Business Reporter
THE Zimbabwe International Trade Fair (ZITF) Company will this week hold its 2018 edition of the exhibitor masterclass seminars aimed at imparting exhibitors with requisite skills to improve their market visibility.
ZITF Company public relations and marketing manager Miss Stella Nkomo said the exhibitor masterclass, which is in its second year running, would be held in Harare on Wednesday and Bulawayo on Thursday.
“The primary objective of the masterclass is to provide exhibitors with a refresher course on how to increase their market visibility and drive more qualified traffic to their stands to ensure a productive and profitable exhibition experience. The exhibitor masterclass series dovetails into the development of the national tourism sector strategy in which MICE (meetings, incentives, conference and exhibitions) tourism will be a key driver hence it is imperative that local businesspeople are trained in the correct exhibition tactics,” said Miss Nkomo.
She said topics to be discussed at the seminars will include setting and measuring participation objectives, budgeting, pre-show marketing, stand design concepts, digitising the exhibition experience and essential post-event analysis among other exciting issues.
“The masterclass is open to both new participants wishing to participate in ZITF for the first time and to seasoned exhibitors seeking to refine their exhibition strategy. Insights gathered at the masterclass can be used in any exhibition, anywhere in the world, hence non-ZITF exhibitors are also welcome,” said Miss Nkomo.
Two international trade show productivity experts namely Mr Sven Smit, the portfolio director of Montgomery Specialised Exhibitions in South Africa masterclass seminars and Mrs Dee Reuvers, the chief executive officer of Confex Services in South Africa will be leading the seminars.
Specialised Exhibitions Montgomery is the largest trade shows organisers in Southern Africa. It is wholly owned by the prestigious Montgomery Group, one of the most widely respected exhibition companies in the world with trade shows, consumer shows and specialist projects currently spanning Europe, the Middle East, Africa and Asia.
Confex Services is a company specifically formed in recognition of the logical integration of problem solving and commercial solutions that conferences and exhibitions provide.
“Following the success of the inaugural exhibitors masterclass in 2017, organisers have refined this year’s programme to ensure development and follow-through on last year’s discussions and learnings. Two respected international trade show productivity experts will make presentations and facilitate discussions on the most pressing exhibiting challenges, expanding exhibition know-how, and improving your company’s exhibiting performance and ROI (Return on Investment),” said Miss Nkomo.
Meanwhile, preparations for the 2018 edition of the ZITF are at an advanced stage with 75 percent of the space available for sale having been taken up.
“Interest from the international community has been pleasing as potential investors, financiers and businesspeople have heeded Government’s invitation to explore the myriad opportunities available to do business with and in Zimbabwe,” said Miss Nkomo.
So far seven countries have confirmed their participation and these are Botswana, Ethiopia, Japan, Malawi, Mozambique, South Africa and Zambia while Cyprus and India would be represented by individual companies.
“Local interest in the show has also been high, particularly from enterprises who wish to use the event as a showcase for home-grown industrial and technology solutions. As the country continues on its sustainable industrial development agenda, ZITF 2018 will be an ideal platform for individuals, companies and communities with bankable investment projects to showcase them to potential investors and partners,” said Miss Nkomo.
This year’s showcase will be held on 24 to 28 April under the theme, “Sustainable Industrial Development — Inclusive. Competitive. Collaborative.”