The Association of African Exhibition Organisers (AAXO) hosted its first training event for 2017 in Cape Town on March 29th with a fantastic turnout from Cape-based organisers.It proved to a training day to remember according to AAXO members and exhibitors alike.

With Cape Town rapidly harnessing the makings of a renowned exhibition city, it provided the perfect location to offer high level support and training to local organisers and exhibitors, providing cutting-edge insight into the challenges and trends in the exhibition industry, focusing on the use of social media for brand awareness, using technology to keep your audience connected and how to ensure your stand attracts attention.

“As can always be expected, AAXO provides industry specific, award winning training material and innovation that sets its members apart, locally and globally” says Le-Ann Hare, AAXO representative in the Cape area. “One of our exhibitors was delighted with the knowledge he gleaned in order that his participation at an upcoming exhibition would have maximum return for his business. Another delegate commented on how informative and brilliant the training was overall.”

The Industry Breakfast on the 30th March, for member and non-member organisers, focused on the trends within the industry, an opportunity to discuss common business issues in the exhibition organising community and finding ways to collaborate for the greater good. It was the idea platform for non-members to engage and understand the benefits of being a member of AAXO.

The training day saw the organisers and exhibitors tuned in for practical online strategies that, potentially, would maximise their social networks in the events industry, highlighting its impact on their brand, with JodeneShaer, one of South Africa’s only social media publicists and hashtag strategists. She is also the owner of Chat Factory – a team of social media specialists with a passion and talent for helping clients around the world create communities and conversation online.

GarrickPallant, Sales and Operations Coordinator at the award-winning Lumi Technologies, offered insight to organisers on incorporating “clever technology” to add value to their exhibition participation, focusing on the latest trends and keeping attendees connected.

Exhibitors were enthralled with the creative outlook – presented by Nicholas de Klerk, from Design and Display, who has been designing award-winning exhibition stands and events for more than 30 years –presenting unique and innovative ways for dressing up their stands and décor that will ‘dare you to be different.’

With AAXO’s focus on growth, education and knowledge-sharing, the training was designed to equip exhibitors and organisers with the resources and insights to run their exhibitions more effectively and cement their positioning as a valuable marketing and sales channel.

“AAXO was created to bring quality, credibility and professionalism to the exhibition industry. Training days like these are essential if we want to launch into the African and International markets with world-class shows and methods.” – Carol Weaving, MD, AAXO

For more information on AAXO, visit or contact AnnamariErwee on 011 549 8300 or at

All membership inquiries, including a full list of membership benefits and information on how to join can be directed to

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