While Mining and Technical Exhibitions’ (MTE’s) regular exhibitors will no doubt be familiar with the extremely effective formula of the company’s high-impact expos, new or prospective suppliers may be wondering how these shows are put together and what they can expect on the day of one of these events. MTE has therefore put together a brief guide to give exhibitors some insight, though of course, the best way to find out would be by attending one of the upcoming shows to observe, ‘get a feel for’ and experience it for oneself!
An aerial shot of the MTE 2023 Kathu trade show showcasing free-standing options and guided walkways, and where 115 exhibitors and just under 500 visitors were hosted in the Northern Cape combo tour. Supplied by C-Chip
In the second part of this series, we will look at some of the behind-the-scenes processes which are an essential part of making MTE expos so successful. The secret is very simple: a personal touch goes a long way, and with MTE, the team ensures that the needs of each exhibitor are met, making their shows both hassle-free and valuable for networking.
Research and marketing
As discussed in the previous article in this series, a vast amount of research and preparation is necessary for an MTE exhibition and operations director Andrew Macnamara travels great distances to meet with operations management prior to the shows. This is important for several reasons:
1) it allows MTE to confirm buy-in from the mines well in advance;
2) it builds a stronger relationship with the operations by meeting in person; and
3) it gives the operations a chance to provide feedback on the types of solutions they need to keep things running smoothly. Some operations may have additional requests and/or restrictions.
With this information in hand, Macnamara is then able to pass the requirements on to the extended MTE team to perform additional research on any relevant companies and/or mining operations in the area. Once buy-in has been confirmed with operations and most exhibiting suppliers have signed up, it is time to commence with extensive marketing to put as many quality ‘feet on the ground’ as possible on the day. Over the years MTE has built up a reliable database of industry professionals who have visited the expos over the years. These relationships often last many years, creating a sense of familiarity and trust.
MTE hand-delivers personalised invitations to the show, again demonstrating MTE’s focus on the value of a personal touch. Where this is not possible, MTE will instead email these personalised invitations to professionals at the operations as well as make courtesy calls to promote the show and increase interest. MTE’s marketing and communications assistant also contacts the potential visitors telephonically to ensure that all information provided is accurate and up to date. Promotions come in the form of radio and newspaper advertising before the show generates further interest.
Marketing is strengthened using local posters, email blasts as well as adverts on TV screens which some operations use to disseminate information to their staff. Beyond this, the MTE team travels to the heart of each area to distribute flyers and put up posters en-route to the venue.
The full power of social media is utilised to put even more feet on the ground for the event, such as WhatsApp groups, LinkedIn and Facebook. This social media boosting is area specific and aimed at particular designations the operations would like to see visit the show.
The preparation doesn’t end there. MTE’s ops team confirms the venue beforehand and contacts each confirmed exhibitor to find out if they have any special requirements, tailoring each expo according to the needs of all involved.
Bringing it all together
MTE’s team is always on-site early to anticipate and solve any potential problems on the day. The team is hands-on right to the end, ensuring that things run smoothly during the show and that afterwards the process of packing up happens safely and efficiently. After each show, the MTE team will compile a list of visitors with designations and distributes this information to the exhibitors, so that they have an idea of the quality of visitors who came through to see their innovative products.
It is this attention to detail and exhibitor focused approach which makes MTE’s shows effective as a way of bringing buyers and suppliers together for the benefit of both.
Intrigued? For more information about upcoming shows and how to get registered, contact one of our dedicated salespeople:
Sheldon Greybe: +27 (0) 84 569 3516 | sheldong@interactmedia.co.za
Cathylene Labuschagne: +27 (0) 11 579 4940 | cathylene@interactmedia.co.za