Vusumuzi Dube
Judith Phiri, Features Reporter
Globally, trade shows such as the Zimbabwe International Trade Fair (ZITF), have been viewed as a great marketing opportunity for small businesses.
Some business owners may be hesitant to add them to their marketing mix because they can be time-consuming and costly, however, if properly planned for, trade fairs provide visibility for small and upcoming businesses, especially micro, small to medium enterprises (MSMEs).
Exhibiting at a local trade show allows MSMEs to meet other businesses and organisations not only in their area but from other parts of the country, region and global world.
Networking is an automatic benefit to attending a trade show, coupled with brand-building awareness, boosting sales, getting direct feedback on products and services as well as gaining market share.
One of the country’s premier trade showcases, the ZITF, kicks off this week providing an opportunity for local MSMEs to exhibit their goods and services to nationwide, regional and international buyers.
The 63rd edition of the trade fair set to be held in Bulawayo from 25 to 29 April will run under the theme “Transformative Innovation, Global Competitiveness”.
The ZITF is one of the largest intra-regional trade fairs South of the Sahara, an annual exhibition which offers exposure to both trade and public visitors. The multi-sectoral, multi-national expo provides a convenient trade hub for the region.
Its location in Bulawayo, the centre of Southern Africa, is at the crossroads of the regional trade and transportation routes. During ZITF, the city witnesses a hive of activity as Government officials, diplomats, international buyers, nationwide exhibitors and captains of industry among others converge for the country’s premier showcase.
It provides a platform for Bulawayo companies to rise to the occasion and put themselves on the world map by creating new partnerships and synergies.
Over the years, the ZITF and the specialised exhibitions hosted annually at the Zimbabwe International Exhibition Centre provide ideal venues at which to meet the deal-makers and the new industrialists first-hand.
In an interview, Bulawayo Chamber of SMEs vice-chairperson, Ms Sithabile Bhebhe said the trade fair was an eye-opener for MSMEs.
“It is a very exciting trade showcase that brings the city alive. MSMEs get an opportunity to exhibit at the event and showcase their products to local and regional exhibitors as well as to international buyers,” she said.
“However, we discover that more MSMEs would want to exhibit but the pricing for exhibition stands are a bit too steep for them. Hence, some will lose out on the opportunity to showcase their products.”
She said there was a need for the exhibition space prices to be accommodative of the MSMEs as the prices were the same as the ones bigger companies pay for.
Ms Bhebhe said: “The challenge is that some of the MSMEs are not well established and they have to compete with bigger companies for exhibition space. There is a need to have a separate pricing catalogue for small businesses.”
She said their goal was to assist SMEs and ensure their products are high quality so that they can also tap into international markets.
Ms Bhebhe said some of the MSMEs that were going to exhibit were in sectors that include clothing, carpentry, metal fabrication, engineering, and chemicals, among others.
Chairman of SMEs at the OK Mart SMEs Complex in Bulawayo, Mr Madodana Mpofu said the ZITF should be a way of advertising themselves and what they do so that they can get more customers for the growth of their businesses.
“We will be eyeing investors or potential partners for our businesses that can assist us with capital and upgrading our machinery so that we boost our production,” said Mr Mpofu.
As SME in the service and hospitality sector, Ms Sibongile Nkala said the ZITF provided them with a platform to market their products to a wider and diverse populace.
She said networking and engagement opportunities at the Expo allowed their small businesses to broaden their clientele base not only of locals from other provinces but as well as foreigners who attended the premier trade showcase.
In the printing sector, Mr Sabelo Dlodlo of Daily Print said prior to the ZITF, the demand of their services had gone up and they were anticipating getting more clients during the trade fair period.
“A number of clients were coming for our services in preparation for the ZITF period in terms of printing, signage designs and corporate branding among others. We are hoping for the clientele to increase during the trade showcase period so that we can generate more revenue,” said Mr Dlodlo.
Marketing specialist, Mrs Ruth Nleya said a trade show such as the ZITF was a great opportunity to build brand awareness because businesses can position their products and services in front of the right audience.
She said by making an appearance at a trade show, businesses can evaluate the competition, and get to know what other businesses in their industry are doing to gain leads and customers as well as how their product is similar to the others on the market.
“I always advise my clients that you can only tell so much from a website, while observing your competition in action is the best way to know what you’re up against. Hence, platforms such as the ZITF are essential for any type of business to be able to promote their brand and develop new relationships.”
The Zimbabwe National Chamber of Commerce (ZNCC) Matabeleland Chapter chairman Mr Mackenzie Dongo urged businesses to capitalise on the ZITF for business opportunities.
“As a chamber, we expect to realise trade memorandums of understanding (MoUs) and memorandums of agreement (MOAs) being signed by companies be it locally, regionally or internationally.”
He said the trade fair was a major boost for business in the city. Meanwhile, speaking during a post-Cabinet briefing on Wednesday, Minister of Information, Publicity and Broadcasting Services, Senator Monica Mutsvangwa said preparations for the fair have reached an advanced stage, with around 600 exhibitors already registered, compared to last year’s 471.
“As the Second Republic’s re-engagement and engagement policy continues to yield tremendous results in facilitating trade and investment, more than 100 participants have registered as first-time exhibitors, including the European Union. The foreign nations expected to exhibit include Botswana; Malawi; Mozambique; South Africa; Zambia; Angola; Kenya; Nigeria; Tanzania; Belarus; France; Germany; Iran; Italy; Japan; the Netherlands; Sweden; the United Arab Emirates; the United Kingdom; China; and the United States of America,” she said.
Minister Mutsvangwa said the main highlights of the fair will include the official opening on 28 April, while the exclusive business days will be from 25 to 27 April.
derick.khumalo
Online Reporter