Trade show news

8 Reasons to be at SASGAM

This year heralds the second "revived" SASGAM Show, following a 7-year gap after the last of the regular annual shows was held in 1998. For many in the industry, this year’s show will be a watershed: a test if the industry really needs and wants a trade show.

This will depend on exhibitor support — and retailer attendance.

Because the SASGAM committee decided to waiver the rule that all members must exhibit if the organisation decides to organise a trade show (which incidentally led to the departure of Tatlow & Pledger from SASGAM in 1998 and the founding of the fishing tackle trade show), several of the big brand members will be absent. Pressure from principals to withdraw from trade shows, has seen many of the international brands withdrawing their support from international trade shows. Their SA offices often have no option but to follow.

Iqbal Baruffwala, of Bar Global Trading (Wolverine) and West Side Trading (Kappa), believes that shows like SASGAM need to be encouraged. "As someone who travels extensively to international trade shows, I would like to see SASGAM become a fully-fledged seasonal trade show, similar to other international trade shows, where you invite your customers to come and review new product and ideas, place orders and network with key players in the industry."

John Fontyn of Eiger Equipment feels optimistic about the future of the show. "I am sure more retailers will visit as the show becomes more established," he says — a view shared by Chris Bryant of JRT Crampton: "It is the old turning wheel effect — if retailers do not attend, exhibitors do not return and the show dies. If retailers do visit, more exhibitors will come on next season, and the show will grow from strength to strength."

Worldwide, trade shows are considered the ideal vehicles to launch new brands. Texas Peak South Africa, a subsidiary of the branded sporting goods importer, distributor and marketing group from Australia and New Zealand, will, for instance, use the show to introduce themselves, and the two leading international sports brands (Woodworm and Brooks) they will be distributing here, to the SA market.

"We hope to connect and meet up with retailers who are seeking exciting new brands to add to their existing product mix. Obviously, we are hoping to secure sales from retailers, remembering that every customer to us will be a new customer!" says Michael Shandler. "But, we also wish to meet with people in the industry and increase our network in SA. We will also be speaking to potential sales agents who want to represent the brands across the country."

Local apparel manufacturer Peter Constan-Tatos of SwimEezy, hopes that more local manufacturers will make use of the show as a springboard to launch new products "as this is what keeps retailers coming back. The show should be a showcase of what SA manufacturers are capable of and give retailers the chance to see it at one convenient time and place."

This will give retailers the opportunity to compare the quality and prices of the locally manufactured products with imported brands, agrees Jaco Kirsten of Orbit Sports, Stormforce protective manufacturer.

Last year, there was some concern about retail visitor numbers, but several exhibitors, especially those who launched new products, were very happy with the new sales leads, customers and brand exposure that the show generated.

There are many reasons why retailers should attend, say exhibitors:

• A trade show like SASGAM is the ideal opportunity for retailers from outlying areas to see all the brands together in one venue, allowing them to compare product offering, pricing, new products, etc. which are often very difficult to do in their own stores when they might see a rep or agent for one brand this week, and then see another brand a week or two down the line, says Baruffwala.
• "By seeing the whole range of a brand displayed, retailers would be able to gain a better appreciation and understanding of the intrinsic value of a particular brand," adds Diadora CEO Iqbal Abdulla. When agents visit retailers, they cannot take all the ranges in the brand with them.

  To be more specific, a brand like BadBoy, for instance, offers a variety of products through a system of sub-licensees and their sales forces, with the result that the retailer often doesn’t get an opportunity to see the whole brand presentation — but at SASGAM, they will be able to see everything on one stand, says Jean-Marc Tostee.

• Therefore, a trade show is an ideal sourcing opportunity for retailers as it is a one stop shop for a vast array of sporting and leisure goods, explains Kevin de Wet of De Wet Sport.
• Besides, it is a great opportunity for socialising and seeing clients who you might not have met personally before.
• And, mentions Tony Barker of Optimum, it is also a chance to compare prices between brands.
• Because new ranges, products and even brands, are often launched at a trade show, the retailers who do attend, gain a competitive edge "because they get the first bite at the cherry," says Du Toit Botes, Gilbert SA Brand Manager. They plan to reward retailers who pre-book orders at the show, by offering a 2.5% discount.
• Retailers also get the opportunity to meet distributors face to face and to discuss their ranges, says Fontyn. "Although we don’t focus on sales at the show, we hope more retailers will get to see our products and consider adding them to their ranges."
• "Often the agent is about the only person that the small independent ever sees," adds Baruffwala. "SASGAM is of particular importance to out of town retailers who are often the last to hear of any new developments, concepts, brands etc. I picked up a lot of business at the previous SASGAM Show from out of town retailers — some of whom were in areas where I did not have agents."

That is why a brand like Canterbury will have their full sales force on their stand — so that agents can write orders if necessary, make appointments with new clients, or just sit down and chat to old and new clients.

Last year, it was felt that visitor numbers were relatively low in certain categories because of the mid-week timing of the show, the fact that retailers who did not register online had to pay, and the lack of awareness about the show among many retailers who were used to getting personal invitations from clients who made special appointments with them.

Most exhibitors share the hope of Russell Kwong Hing of And1 that because it is the second year running, new retailers who did not visit last year, will make the journey to SASGAM this year.

Peter Howard of Howard Manufacturing feels strongly that the show must also attract coaches as visitors — "as they are not only VIPs as users, but their input is vital to their aspiring players."

For Bryant it is crucial that as many exhibitors as possible support the show in order to keep it alive. "I am extremely disappointed that more of my competitors will not be exhibiting."