The Life's Way - A Lifestyle and Technology Blog By Aashish Rai 

Monday, 10 July 2017

It’s A Wrap: @MadexExpo and @MarkexSA 2017 Take #Marketing to The Next Level

Hi Guys,

The inaugural Madex show, Africa’s new marketing, advertising, design, social media, eventing (and all that good stuff) expo, burst onto the local marketing scene in June this year, with a focus on helping South African marketers in the ongoing improvement of their strategies and campaigns.

Madex 2017 was co-located with the established Promotional Products show, Markex, which celebrated its 30th anniversary. Collectively, the two shows drew in more than 7,000 visitors over the two show days.

“The biggest draw card of our first Madex show was the three free-to-attend seminar theatres. We successfully debuted the Madex Cinema Theatre, which combined the best in local ad reels, including the Cannes Young Lions Competition winners, with experts discussing industry-relevant content,” says Nick Sarnadas, Event Director at Specialised Exhibitions Montgomery.
It’s A Wrap: @MadexExpo and @MarkexSA 2017 Take #Marketing to The Next Level
“The seminar theatres featured 42 speakers of exceptional calibre, including the likes of radio host Brent Lindeque, comedian John Vlismas, entrepreneur Femi Adebanji and Mandy Wiener. Suffice it to say there wasn’t an empty seat in the venue. Add to this our more than 40 Madex exhibitors, ranging from social media experts, marketing cloud solution providers and event management companies to PR consultancies and design agencies, and it’s clear that we are moving toward catering for the marketer’s needs holistically.”

Sarnadas continues, “Markex featured over 100 exhibitors, from well-established sector players to newly established businesses, covering the gamut of local promotional goods such as the latest in promotional clothing and corporate gifting. Our bigger, better New Product Display area, a showcase that featured high-end, high-style promotional products and corporate gifts, was front and centre in the registration area of the hall, shining the spotlight on latest and greatest in promo.”

Natasha Heiberg, Marketing Manager of Markex and Madex, explains that an intensive social media campaign resulted in the #Madex2017 campaign reaching more than five million people, with the hashtag trending twice on day one of the show. “Knowing that using digital channels is an essential ingredient of a modern marketing campaign, as various interactive communication platforms can be used, we experimented a little with our own social media. In the process, we gained some key learnings, which we look forward to taking back to the drawing board in our own ongoing evolution. For example, we used social media in a new way this year for the business-to-business exhibition industry, and we also introduced a highly successful influencer campaign for the first time, which had a massively positive impact on the reach of the show.”
It’s A Wrap: @MadexExpo and @MarkexSA 2017 Take #Marketing to The Next Level
Sarnadas concludes, “Madex and Markex 2017 had something for everyone in the marketing, advertising, design and related worlds, and people loved what they found here, from the competitions, give-aways, demos and new product launches to the visual and speaker presentations. It’s now back to the drawing board to see how we can top this year’s show in 2018 – it will be no mean feat but that’s our stated intention!”

Markex and Madex will run once again at Sandton Convention Centre from 6 – 7 June 2018. For more information, visit and Check out some of the images from 2017 show on my channel.
Contact me at to blog, share and influence about your products and services on all my Social Media channels #TheLifesWay #PhotoYatra !

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