Trade show news

Why retailers love to visit the SAFTAD show

While trade shows all over the world are experiencing strain, the SAFTAD show has been growing and keeping the interest since its inception in 2000. The 2008 SAFTAD Tackle Trade Show attracted 450 retailers from nearly 200 different retail companies with a record breaking 54 exhibitors showcasing their product ranges.

The visitors came from all over Southern Africa, even though the majority (30-40%) of retailers came from Gauteng.

Based on the feedback we received, as many — if not more — retailers can be expected to visit this year’s show.

The majority of retailers contacted in our snap-survey said that their main reason for attending the SAFTAD show is so that they can see first-hand what the new tackle trends will be and keep up to date with the new products that could become big sellers in their businesses.

The show is timed so that suppliers can exhibit the latest products launched internationally and introduce the new technological advances. This offers retailers the chance to source the new products best suited to their customers’ needs from all major tackle suppliers.

As Grant Bailey from Knysna retailers Grant’s Sport and Surf Culture says “it’s a one stop shop. Comparing products and finalising your range for the season [makes it] a brilliant platform to do all your buying.”

Especially smaller retailers from remote areas where agents don’t often visit, find it advantageous to visit SAFTAD.

SAFTAD show specials are amongst the best reasons to visit, several retailers commented. But since it is a once-a-year trade show, you completely miss out if you are unable to attend this weekend. Some retailers have commented that they really want to attend, but are unable to because of prior business commitments.

Anthony Pretorius of the Tackle Shack, for example, says that he really wants to attend this year but he will be out of the country that particular weekend and will therefore miss out on show specials and all the other advantages of attending the show. He suggests that exhibitors make their specials and new products available to retailers unable to attend through the internet (e.g. a SAFTAD website restricted to retailers) or e-mail.

Of course, an online SAFTAD page won’t be the same as the actual show, but it might provide business opportunities to the retailers who already know what they want to order, but can’t attend the show.

Some first time visitors find the show overwhelming and exhibitors recommend that they spend at least two days at the show to properly work through all the stands and the products available. Most retailers contacted say that they spend about 2-3 days at the tackle show before placing their orders — however one retailer mentioned that he is still in a rush to completely work through all the stands even if he spends two days at the tackle show every year.

New tackle retailers also find the show tremendously helpful as they have the opportunity to gather information and meet contacts to get their businesses off the ground. Not only can they order their year’s supply at the show but they will probably find it at the best possible price there as well.

Even long-established retailers still find new suppliers when visiting the show — the majority of retailers we contacted indicated that they go to the SAFTAD show because they know they will always find new suppliers.

The same applies to suppliers: as regular SAFTAD exhibitor Andrew Wentzel from W.E.T. Sports Importers says: they have met new customers at every trade show they exhibited at.

nother reason why retailers enjoy visiting the show is that they can directly raise issues of concern with the business owners themselves.

More than half the retailers who responded to the snap-survey said that one of the main reasons they visit each year — and wish to attend in coming years — is because the show is run as an opportunity to do business, without noise, music and other distractions. This all-business approach assures retailers that the time spent (often the entire time the show is running) is worth the time being away from their stores, as they are building business relations.

When asked whether they’d prefer a show with more entertainment, one retailer asked that SAFTAD should please not be turned into a marketing show as he considered this one of the reasons why the last SASGAM shows failed.

The retailers were, on the other hand, positive about the organisation of the SAFTAD show. They believe the fact that the trade show is organised by people in the industry themselves, and not a professional show organiser, adds to the success of the show as it really caters for people in the tackle trade.

“The SAFTAD trade show is most certainly well organised from a visitors point of view and I think that the organizers are putting in a tremendous effort to have this show running so successfully. The setup of the venue is very well organised and professionally done. Thumbs up for that!” says Allester Dronia of Swakop Sport.

Most suppliers exhibit

Suppliers, in turn, feel that they have to be at the SAFTAD show as all their competitors will be there. This adds to the appeal of the show as the customer can make an informed purchasing decision because all the major suppliers are showing their ranges.

It also offers suppliers the opportunity to discuss their new product ranges with retailers in a focused environment. The fact that almost all the visitors to the show are retailers, benefit the exhibitors as all the visitors on their stands are potential customers, not mere browsers.

For more information regarding the SAFTAD Tackle Trade show please contact Mary-Ann Hodgskin on Tel: 011 943 4921, Fax: 011 943 4859 or Cell: 083 795 5588 or maryannh@mweb.co.za.