Hobby X 2.0 4-7 March 2021 Ticketpro Dome - Part of Messe Frankfurt SA's Prestigious Portfolio of
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Hobby X 2.0
4-7 March 2021
Ticketpro Dome
Part of Messe Frankfurt SA’s Prestigious Portfolio of
Events
Who is Messe Frankfurt?
134
Annual
Trade Fairs
800
3.5mil Years in
Global Operation
Visitors 92,500
Global
Messe Frankfurt is the
Exhibitors
world’s largest trade fair,
congress and event
World’s largest Organiser in the Consumer Goods Shows Category Organiser with its own
exhibition grounds.
The Group employs
more than 2,500 people
at 30 locations
around the globe.
MFSA Portfolio of Events
Automotive
Textiles, Apparel Photography Aftermarket and Experiential Car Motorsport/ Boating and
General Aviation
and Footwear and Videography Commercial Event Racing Event Lifestyle Show
Vehicles
Wonderboom Kyalami Grand Johannesburg Kyalami Grand Emerald Resort V&A
CTICC, Cape
National Airport, Prix Circuit, Expo Centre, Prix Circuit, and Casino, Waterfront,
Town
Tshwane Johannesburg Nasrec Johannesburg Vanderbijlpark Cape Town
3 000 5 000 10 000 15 000 65 000 5 000 10 000
TOTAL SA VISITORS = TOTAL SA DATABASE =
113,000 185,000
Meet the Show Team
Joshua Low Annelie Reynolds Neil Piper Byron Colantoni Melissa Bender
Managing Director Show Director Head of Content Head of Operations Head of Marketing
Gloria Bastos Marlene Bosch Carla van Aswegan Hafsa Khan Priyanka Lutchman
Exhibitor Relations & Strategy Sales Manager Operations Manager Services Co-Ordinator Marketing Manager
What is Hobby-X
South Africa’s biggest exhibition for the Hobby, Craft & Leisure industries.
Showcasing materials,
equipment, gear and Exhibitors have the
supplies used by crafters opportunity to interact
and hobbyist in the pursuit directly with consumers,
of their favourite pastimes. utilising demos and
hands-on workshops to
The show offers educate them on the
manufacturers, distributors benefits and applications
and regional agents the of products on show. This
opportunity to network interaction increases
with Trade Buyers from all brand awareness and
over Southern Africa, with loyalty and grows the
the aim of increasing demand for their goods
distribution channel and within retail outlets.
geographical reach.
Examples of Existing Categories
Crafts Painting Woodworking Educational
& Creative Hobbies techniques & transfers Turning & Carving Toys & Games
Fine Art Radio Control Paper Crafts Scanners, Lasers,
& Mixed Media painting Models Trains, boats, & Scholastic Vinyls & Sublimation
cars, planes
Poll 1 Have you exhibited at previous Hobby-X Events?
Examples of New Categories
Holistic Lifestyle Outdoor Living Home Brewing Music
& Healthy Living & Sports & craft roasteries & Instruments
Car Customization, Dragon’s Den Gaming, Fly Fishing,
Bikes & Quads for Independent Electronics & Canoes & Kayaks
Business Owners Technology
Action Photography Splash of Color Fashion Area Macro Area
• Previously Photo & Film Expo
• Re branded and launched in 2019 with great success
• Over 10,000 visitors to the event
• Over 40 educational workshops
• Pic of the year competition
Show Categories
Solutions for
Photo and Creative
Motoring & Printing, Crafters
videography hobbies &
Customisatio Cutting, 3D & Marketplac
Crafts
n Lasers e
Holistic Leisure,
Lifestyle Health &
Beauty
Craft Brewing, Cooking,
Coffee Roasting & Baking &
Garagistes Featured Hobbies Artisanal
Foods
Gaming & Pets,
Technology Reptiles &
Exotics
Music & RC & Model
Instruments Clubs,
cars, trains,
Guilds &
planes & boats
Stationery, Association
Outdoor Living Woodworkin Scholastic & s
& Sports g & Tools Fine Arts
= New categoriesIdentified Areas for Growth
Visitor Data Covid-19
• Expand Trade visitor • Opportunity to enhance
numbers by researching the event with a digital
and tapping into new platform & more regular
audience. engagement with
• Use of additional database visitor audience
of over 100,000 people to through educational
promote Hobby-X virtual workshops &
webinars, ahead of the
show.
New Content Increased spend
on Marketing
• Add new exciting
categories using our • By allocating an even
links to Festival of bigger budget for
Motoring, allfashion marketing and publicity,
sourcing, Photo & Video we’re able to reach new
Experience and Boatica visitors and broaden the
appeal of the show.Who is the Show for?
Independent Business People looking to Hobbyists & Crafters
Owner / Retailer / Trade
start a Business
Visitors • Enhance experiential
• Distinctive Identification zones to increase value
• Educational content on to visitors
• VIP offering (lounge) for ‘how to start a business
trade buyers and ‘how to run a small • Increased marketing to
business’ promote the event to a
• MFSA point of contact – wider audience and grow
welcome and gift when • Dragons Den competition interest and involvement
attending the event in hobbiesIncrease Marketing Objectives
awareness and
interest in the
Communicate
event amongst
what the show is
existing and new
about and
attendees &
highlight what is
attract new
NEW
audiences.
Attract wider
audience
through broad Show
Offer ticket
marketing objectives sales prior to
campaign
the event for
ease of entry.
Communicate
new interactive
elements, Grow buy-in
workshop from
programme Trade/Retail
Buyers
Copyright by Messe Frankfurt South Africa 13Reaching our Objectives
We are fully committed to a strong, targeted marketing & publicity campaign
and have increased the marketing spend by a whopping 30% in order to achieve the desired
growth
Print Brand Trade Visitors OOH Digital Marketing
Advertising & Ambassadors
Trade • Targeted Google campaigns • Radio advertising – • Social media campaigns and
Publications Bloggers/Vloggers
• VIP invitations regional & competitions
and other
influencers – • E-mail marketing community stations • Google AdWords & Display
In a variety of
multiplier effect
publications aimed • Billboards & radio • Mobile billboards • Targeted/segmented messaging
by getting them
at reaching a
to promote the • Trade Visitor Competition • Posters • Educational content using
broad but targeted
event
audience. • Industry specific advertising • Street pole ads exhibitor s products
• BizCommunity advertising
Competitions
• Press office
R150 000 • Trade launches &
allocated to
Workshops
interactive
content and
competitionsPoll 2 Improvements at Hobby-X
Some Experiential Zones
Healthy Living Outdoor Lifestyle Kidzone Hands-on Workshops
Car Customization Dragon’s Den Gaming Puzzle for Charity
for Independent 40 000 pieces
Business OwnersEnhancing the Event
with a Digital Platform
1 Offer a virtual platform for exhibitors who sign up for the
live event in March 2021 by end of October at a low
additional fee.
2 Platform live for 6 months, to ensure ongoing
engagement with consumers and trade buyers
3 Webinar series to educate Hobby-X visitors on tips
and tricks. Regular themes to focus on specific
topics (i.e baking, fly fishing, oil painting…) to allow
exhibitors in each segment to engage audiences
with demos and projects.What will this platform allow visitors to do?
1 Easy search directories for people visiting the site to find and engage with companies online
2 Some key features of the platform:
Set up video calls Request quotes for Visitors can Click through links Exhibitors may live
with featured products and view product to supplier stream content to
exhibitors services from images and videos websites and the platform and
exhibitors social media pre-record
channels sessions for
visitors to view at
a later datePoll 3 Virtual Solutions for Hobby-X Exhibitors
Dates and Covid-19 Strategy
Confirmed Dates and possible move to May 2021:
- Dates for Hobby-X 2021 are 4 to 7 March @ The Ticketpro Dome
- Review of dates by end of this year. Should we see reason for concern linked to Covid-19, dates in May has been
provisionally booked
- If the event is postponed, all deposits will be carried over to the next instalment of the event
Safety Guidelines will be strictly adhered to:
- The Ticketpro Dome has been equipped with the necessary sanitisation equipment in line with Covid-19 guidelines
- Number limitations on attendance:
- Tickets will be sold online pre-event and numbers can be controlled
- Aisles can be widened
- Look at one-way traffic flow throughout the show
- MFSA will follow all steps necessary to ensure the safety of visitors and exhibitors
Copyright by Messe Frankfurt South Africa 20Poll 4 The 2021 Event
Thank You For more information, or to book your stand, please contact Annelie Reynolds Email: Annelie.Reynolds@za.messefrankfurt.com Phone: 083 308 1251 Gloria Bastos Email: Gloria.Bastos@za.messefrankfurt.com Phone: 083 226 4197 Marlene Bosch Email: Marlene.Bosch@za.messefrankfurt.com Phone: 084 622 3931
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