As key economic enablers, the MICE (Meetings, Incentives, Conferences and Exhibitions) industry contributes enormously to South Africa's annual GDP. In fact, revenue generated from the events industry is projected to reach over R 4 billion by the end of 2022 and, with an annual growth rate of 6.25%, the booming industry's projected market volume is expected to reach over R 6 billion by 2027.
„We've engaged with experts across the marketing mix to deliver quick and impactful content“
To educate and upskill members of the events industry on the right marketing mediums for their events, as well as highlight the importance of exhibitions in marketing strategies, The African Association of Exhibition Organisers (AAXO) has recently launched a new Lunch and Learn series which will cover a range of topics AAXO supports members' training and development across a range of important issues and topics that impact their jobs, with awareness, education and sales being a key focus for events professionals across sectors. "We've engaged with experts across the marketing mix to deliver quick and impactful content that will empower our members with the knowledge needed to succeed", says Devi Paulsen-Abbott, chairperson of AAXO. The AAXO Lunch and Learn training sessions provide an opportunity for members to meet, hone their skills and learn from experts across a number of functions. The inaugural session, held on November 25, 2022, saw Remy Bazin, analytics consultant and Jeremy Abbott, head of consulting at Sprout Performance discuss the new feature releases in Google Analytics 4.