“Do” This Year’s Rand Show

“Do” This Year’s Rand Show


Most of us grew up going to the Rand Show every year. It was an annual tradition, a day out that could be enjoyed by the whole family.

This year’s Rand Show takes place from 28 March to 1 April at the Johannesburg Expo Centre and is described as “comfortingly familiar, thrillingly new” by Pula Dippenaar, CEO of Dogan Exhibition & Events, the show manager.

A new entertainment offering was introduced in 2012, and the line-up of exclusive free entertainment increased visitor satisfaction enormously. Research showed that over 85% of visitors were satisfied with their Rand Show 2012 experience, with just under 40% saying the show “exceeded expectations”.

Yet more changes in store for 2013

“Our research shows us that visitors want more exhibition content,” says Dippenaar. To achieve this goal, Dogan Exhibition & Events has brought in branding consultancy firm Yellowwood to help strategise the next step in the quest to rebuild South Africa’s oldest exhibition brand.

“We see the Rand Show being an exhibition that consumers don’t just passively visit, but one where they DO,” says Yellowwood Group MD 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.”

Themed exhibition halls

Dippenaar explains that the show will feature several themed, structured exhibition areas, such as “DO Tech” and “DO Home Improvements”, where pre-designed pavilions will create a destination-shopping experience for consumers.

The emphasis is on making visitors’ time inside the halls a memorable one, by showcasing brands that:

  • offer value for money
  • are innovative or unique
  • deliver luxury, and
  • allow for self-expression.
Alison Job
Alison Job holds a BA English, Communications and has extensive experience in writing that spans news broadcasting, public relations and corporate and consumer publishing. Find her at Google+.