Media Update spoke to Leatitia van Straten, one of the AAXO organisers and marketing director by profession, about the association, why is was formed and how both exhibition organisers and exhibitors.

Why was the AAXO formed? Was it in response to a particular need?

The AAXO was formed following the decision from several organisers to break away from the umbrella body for exhibitions and events, EXSA, to deal with the unique challenges and needs that organisers are faced with.

Why do exhibition organisers need a governing body?

Exhibition organisers need a governing body to ensure organisers operate according to a strict code of conduct. It sets expectations from exhibition organisers and builds trust in exhibitions as a marketing medium. It also allows for mediation when conflict between exhibition organisers and exhibitors arise, as well as conflict amongst organisers and suppliers and or venues.

How does the AAXO plan to build and bolster the exhibition industry?

The AAXO is already conducting industry research to ascertain the contribution and impact exhibitions have on the economy, employment opportunities and providing an environment that facilitates positive trade conditions. Further to this, the AAXO aims to promote exhibitions as a medium through training (of both exhibitors and industry representatives) and establishing government trust and investment.

How important is it that exhibition organisers are a member of an association such as AAXO?

Exhibition organisers will greatly benefit from joining the association. Not only will the association offer mediation facilities, negotiate with government bodies on the organiser’s behalf, agree on a window period for staging competing exhibitions, benefit from a listing of all exhibitions on the website, social media interaction, member discounts through certain suppliers and so on.

Can you explain the difference between AAXO and Exhibition Association of Southern Africa (EXSA)?

E XSA members are primarily contractors and suppliers that serve exhibition organisers. As such, especially as the organisers fall in the minority by numbers, EXSA looks after the needs of the suppliers and contractors. AAXO will preliminary serve the needs of exhibition organisers.

Exactly when was the association launched? And what has the reception been like since you started?

The association had a soft launch in June 2015, but will be fully operational from Friday, 1 January 2016. The association has received excellent publicity and support from relevant industry sectors, related associations, organisers interested to join and publications.

How does one become a member of the AAXO and who is eligible for membership?

Exhibition and event organisers world-wide that operate in Africa can apply for membership to AAXO. The application has to meet some criteria for approval and more information can be found by emailing Cindy Wandrag or Carol Weaving at [email protected]  or by visiting www.aaxo.co.za.