Bringing Pretoria to new markets

Despite vast natural resources and solid industrial expertise, South African entrepreneurs find it pretty hard to take their products to the Western European markets. The country still has a perception problem and the domestic challenges South African society as a whole is facing, hold back the economic development of the country.
Commissioned by the Dutch government agency CBI - Centre for the Promotion of Imports from Developing Countries and DTI - the Department for Trade & Industry, Expo-id developed a two-day workshop Effective Trade Fair Participation, covering all aspects of exhibiting, from creating a convincing strategy to adequate post-show evaluation of a past exhibition.

Trainers Christophe Landuyt and Gerard van Os took the participants - CEOs and marketing managers of various companies in the Gauteng province - in tow for a fascinating discovery focusing on user benefits and how to translate them in a physical presence during a trade show. The DTI project managers - who manage groups stands of South African companies at European trade shows - were given a variety of tools to dramatically improve the performance of their co-exhibitors at trade shows.