Company leveraging experience to navigate evolving industry

Exhibition stand design and construction company RedAnt Design intends to leverage its 22 years of industry experience to navigate the evolving landscape of the local business conferences and exhibitions industry.

RedAnt produces exhibition stands, which help companies achieve a “powerful brand presence” at business conferences and exhibitions, says director Steve Siebert.

With manufacturing facilities in Johannesburg and Cape Town, the company manages the entire exhibition process and meets deadlines, from concept to delivery.

“The industry has bounced back post the Covid-19 pandemic. The immediate future is looking promising, but much will depend on the global economic outlook, which is the new challenge. “We see opportunity in focusing on clever, high-impact designs for custom-built exhibition stands. Our focus is on being consistently busy, rather than growth,” he enthuses.

He points out that challenges for players in the local business conferences and exhibitions industry include loadshedding, as well as material and price increases, particularly with regular prices increases at short notice.

There was significant supply shortages in many raw materials that the company used last year, he adds.

“Loadshedding is seriously disruptive to deadline-driven manufacturing. We have no choice but to use alternative power supplies, which are costly. “Often, unbudgeted overtime becomes a necessity because we do not have the luxury of pushing deadlines out, and must work when the power is on.”

He adds that there has also been a separate challenge of international exhibitors pulling out of events, owing to the slow processing of South Africa visas, which prevents these exhibitors from travelling.

Siebert explains that while the company had to diversify its offering to provide more design capabilities for virtual and hybrid events and exhibitions, human interaction and the ability to “see, touch and try out products in person” will always be a vital factor.

The company has noted more demand for conventional exhibition stands, and is “more aware now” of the importance of ensuring that there are digital options available for customers.

Consequently, RedAnt needs to advocate for physical exhibitions in terms of high-impact designs and cost-effective manufacture, he adds.

“Digital or hybrid events became a serious consideration during the pandemic, but are less of a factor since normality has returned. “We have seen how our clients missed physical exhibitions as part of their marketing mix.”

Siebert stresses that, while there has been more demand for in-person events, digital media in the industry can deliver considerable savings on travel expenses in comparison to physical meetings.

“After the unprecedented lows of the pandemic in the exhibition business, we are concentrating on providing value for our loyal customers. “We are much more focused on quality projects rather than quantity,” he concludes.