Trade show news

Why is SAFTTA so successful?

Adhering to the principle Why fix it, if it ain’t broke, this year’s SA Fishing Tackle Trade Association will be run along pretty much the same lines as previous years. This seems to meet with the approval of most former — and forthcoming — exhibitors we have spoken to.

"In my opinion, the Tackle Trade Show has become more professional and more comprehensive each year, and I am sure this trend will continue, to the benefit of supplier and retailer," show veteran Alan Ross sums up the feeling of most exhibitors.

This has been accomplished without a professional show organiser, without a PR company, glitzy professionally built stands, or entertainment to draw visitors.

Instead, the wares are exhibited in conference rooms or uniform cubicles. An industry committee, consisting of busy tackle distributors, each get tasks allocated and without too much fuss or bother, the show just happens over the long weekend in August (although there are some exhibitors, like Preston Dale of Goya Trading, who wish that a wee bit more can be done to enlighten retailers about the benefits of attending such a show — for instance, price reductions, latest releases in the sport fishing market etc).

But, in general, most exhibitors are very happy with the relatively low exhibitor rates and exceptionally high retailer attendance.

The main reason for the success of the show lies in the fact that it is so strongly supported by the tackle buying industry, is the view of Andrew Wentzel of WET Sports.

The reason why so many retailers attend is because they have the opportunity of seeing and feeling all the latest products that are coming into the market — as well as discussing business opportunities with suppliers, says Barry Wareham.

"All the leading suppliers have been present in the past — or been nearby, like Akals — so customers can source all their needs over one weekend," explains Ross.

"Also, this show is purely for the fishing trade, so exhibitors and customers all have time to talk to each other about their common interest. There are no members of the public, nor other products to distract."

And that is a major benefit, because every visitor is part of the exhibitor’s target market. "We normally go to shows that are open to the public and you just get a lot of non-users coming on to your stand, wasting time," adds Rob Allen of the Dive Factory.

Talking fishing

At the tackle trade show, the talk is about fishing, fishing and fishing … and the social aspect is for many just as important as the selling opportunity. For a local manufacturer like Viv Foster of Vivtek, whose Knysna workshop is far from the majority of retailers, the show is the ideal chance to catch up on news and talk to his customers face to face.

At the exhibitors’ meeting during last year’s show, former chairman Allan Cunningham of Purglas asked to be relieved of his duties because he felt he needed to devote more time ot his own manufacturing business. John Pledger or Rapala (formerly Tatlow & Pledger) was recently elected the new chairman of the association.

That automatically places him in the hot seat for the show as well.

"I have made arrangements to increase the exhibitors’ area, if required; but this will depend on the bookings," he says.

"The format will not be changing from last year, as it was successful. We did, however, foresee a problem with having the show on Friday, because many of our clients are Muslim and they will not attend on Friday."

He has had discussions with exhibitors about changing the show days, as there is a SA vs Australia Tri-Nations match in Sydney on the Friday as well, but the majority seem to favour a Friday to Sunday show. The SASGAM Show, as well the Akals Show, is also on over that weekend.

"We were rather reluctant to split from the Akals Show as we would be trying to get some of the dealers back to the Midrand area on two separate weekends, which might have affected the numbers," he says.

SASGAM weekend

"As far as SASGAM running on the same weekend, we were not particularly worried by that, as not many of our specialist tackle dealers are sports dealers. It might entice some of the smaller ones that do have a small tackle counter in their sports stores to do the SASGAM Show, and then pop across to us, so it could be supportive of our show, as against disruptive," says Pledger.

This is a view shared by several of the exhibitors we spoke to.

"I believe it should improve retailer attendance and I do not believe that it will impact on the time that the retailers spend at the show as they will allocate their time according to their priorities," says Barry Wareham of Basil Manning Fishing.

But others, like Arno Laubscher of Scientific Fly, are concerned that the SASGAM Show could result in retailers — who often spend a full three days at the fishing tackle show — will now have less time to devote to fishing.

One solution will be – as some SASGAM exhibitors have suggested — to combine all the shows.

"That way we will be able to put forward a consolidated face to the retail market. It would also no doubt help to boost sales and interest," suggests Wentzel.