Expos a cost-effective way for SMMEs to network

10 May 2017 by Think Local

Trade fairs and expos are a crucial factor in helping new businesses acquire the leads, networks, information and polish they need to succeed in the business world.

This is according to Carol Weaving, Managing Director of Reed Exhibitions and chairperson of the Association of African Exhibition Organisers (AAXO). “Many of the benefits of B2B exhibitions and trade fairs are harder to measure but potentially more important than pure sales leads,” she says. “Not only do these events generate millions of rands in deals for exhibitors, they also build the networks that are crucial for sustainable small businesses in South Africa. You cannot measure the long-term value of the contacts and ‘business polish’ acquired by entrepreneurs at events such as these.”

Weaving says exhibition organisers in South Africa and abroad have realised the long-term returns possible through exhibition networking, and are stepping up their efforts to add value to exhibitions. “We see more and more formalised ‘speed networking’, meeting scheduling and business engagement opportunities being built into trade show agendas now,” she says. “This ensures that both trade show visitors and exhibitors get long-term positive impacts from their participation. For new businesses, the polish gained through having to present multiple ‘elevator pitches’ to potential clients and investors during these shows proves invaluable.”

Weaving adds: “We have found there is significant demand for practical advice and insights that help would-be entrepreneurs and small businesses to run their businesses effectively. Trade shows bring together stakeholders from across a niche spectrum and present an ideal platform for workshops, demonstrations and seminars that help participants grow their businesses.