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Yellowwood helps take the Rand Show to the next level

Expo Centre Johannesburg and Dogan Exhibition & Events have brought in brand consultancy, Yellowwood, to help strategise the next step in their ongoing quest to rebuild South Africa's oldest exhibition brand - the Rand Show.

In the three years since Expo Centre Johannesburg bought back the Rand Show from Kagiso Ex-hibitions & Events, extensive changes have seen this once-ailing brand making a swift about-turn.

Show manager Dogan Exhibition & Events has overhauled the visitor profile, with the 2012 show attracting a more family-based, higher-income audience than in previous years. Attendance was up to 245 000 people, an increase of 40% on the 2010 show, when the Rand Show's relaunch posi-tioning was rolled out.

Much of this improvement came down to a new entertainment offering. With a lineup of exclusive free entertainment, visitor satisfaction increased. Research showed that over 85% of visitors were satisfied with their Rand Show 2012 experience, with just under 40% saying the show "exceeded expectations".

Still much to be done

"Our research shows us however, that visitors want more exhibition content," says Pula Dippenaar, CEO of Dogan Exhibition & Events. She explains that Yellowwood's strategy for the 2013 show aims to address this need by honing the Rand Show's focus and putting the spotlight on quality exhibitors.

"We see the Rand Show being an exhibition which consumers don't just passively visit, but one where they DO," says Yellowwood CEO, David Blyth. "A show is not passive. It is an experience, and an exhibition like the Rand Show has the potential to be a platform where consumers and brands can truly interact.

The Rand Show team is taking this to heart, declaring that 2013 is "the Year of the Exhibitor". 

"In past years, we focused on getting the audience and the entertainment offering right, and have succeeded on both counts," says Dippenaar. "We're now going all out to transform the exhibition floor, offering exhibitors even more opportunities to connect with consumers."

Dippenaar explains that the team hopes to present several themed, structured exhibition areas, such as "DO Tech" and "DO Home Improvements", where pre-designed pavilions would create a destination-shopping experience for consumers.

The Rand Show has come an extremely long way in three short years, but there is still much to be done," says Dippenaar. "I believe that by tightening our focus on the quality of exhibits and by working to bring back the corporate clients to the show floor, we'll be another step closer to returning this heritage brand to its former glory."

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The Rand Show 2013

When: From Friday 29 March to Monday 1 April 2013. Gates open each day at 9am and close at 6pm, although the Show will remain open until 8pm.

Where: Johannesburg Expo Centre, Rand Show Road, Nasrec. (GPS - S26° 14.810' E27° 58.695')

Value: Your ticket gets you free entry to events as published on the web


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