As the summer holidays in the northern hemisphere are coming to an end, I sit in Jo’burg in the middle of August and it snowed here today! Until there’s warmer weather, let me update you on the plans for 2012.
Corporate Sponsors’ News – Along with Krieghoff, Onjambo Safaris & Life Form Taxidermy, who were with us from the outset at the Atlanta Show, we are delighted to have concluded a relationship with The Hunting Report across all three events. Barbara Crown and her team run a very professional, niche publication, focused largely on the North American market. Being based in Florida this publication (print and electronic) has a long pedigree of alerting international hunters to all the news and issues pertinent to hunting, helping them when it comes to making their decisions – most of which are costly. It was a logical and ideal media partnership and as Barbara will be attending all our Shows and offering to print out any Hunt Reports for exhibitors that may want to use these for their marketing at the shows, we think there are tons of ways this can benefit us all. Be sure to look out and see our advert on her monthly publication www.thehuntingreport.com and if you haven’t signed up – it’s really worthwhile.
Craig Boddington – For those who have been in a coma for the past 20 years, he is undeniably Africa’s most visited, American hunter. I think it is well over 80 safaris, if I recall that he mentioned to me the last time we chatted and heaven knows how many trophies. To quote Craig, “you don’t need a reason to go to Africa.” Writing 40 000 words a month, hosting TV shows, authoring numerous books – he is America’s Number 1 hunting writer. Folks, Craig is our very special guest and speaker at Atlanta. We have had a long relationship with Craig who has written the bulk of and all the Country profiles for our African Hunting Directory and this year will be no different. We’re delighted!
Marketing – You will see that aside from the above, we have made some tweaks to our website and updated the exhibitor lists for all three venues. And talking about all three – please be sure to see the feedback from visitors to the Toronto show that have finally made their journey across to Africa and the bug has bitten! Breaking new territory takes time and we believe in the long term potential of African hunting. Calgary is booking up very well and there is much excitement at the prospect of a new venue for the Show. Aside from Sports Afield magazine with whom we advertised last year, and with whom we could not conclude a deal with this year, the list of national and regional titles, websites and TV shows grows. From Cabela’s Journal, Sporting Classics, Sportsman’s (Warehouse) News, Alberta Outdoors, Western Sportsman and Outdoor Edge. The list is on our site to show you how much we’re doing to ensure the word gets out there!
What can, you the exhibiter do? – Quite a bit really! We have printed cards that will be sent to you which we ask you to send /hand out to clients and guests. We will be supplying electronic cards that you can simply forward to friends – and we hope you can do this. The success of these events is as important for you as it is for us. So it is onward we move and with 140 days to go – let’s make the 2012 African Hunting Shows a cracker!
Best regards, Richard – Publisher, Tanya (Atlanta) and Birgit (Toronto & Calgary)
Atlanta Newsletter for 2012
Thursday, 17 February 2011 00:00
As quoted in the The Hunting Report, Feb 2011 – “ … all the exhibitors The Hunting Report visited said they were very pleased with the quality of the traffic. Derek Littleton of Luwire Safaris said he had more qualified leads on the first day than he has gotten in four days at other shows. Marina Lamprecht of Hunters Namibia reported that everyone who visited her booth was serious about booking a safari to Namibia, and Rainer Ling of Die Keiler said he expected to get most of his bookings from the show in Atlanta and the week following in Toronto. The difference between this show and others, the exhibiters said, was that attendees were focused on hunting in Africa and came to the show determined to find the right hunt. Even more revealing is that every exhibitor reported speaking with prospects who have never hunted Africa. This is exactly the market that Lendrum said he was trying to reach with a small, regional show. His goal was to attract qualified hunters who want to hunt Africa but do not have the time to travel across the country to attend an overwhelming show with hundreds of African operators scattered throughout a convention center. The venue in Atlanta limited exhibitors to African operators only and offered all participants a very casual and relaxed atmosphere in which to spend time discussing hunting opportunities. The Hunting Report overheard one exhibitor at the end of the first day tell Lendrum, “This is what a hunting show should be like!”
ATLANTA
We could not have said it better ourselves, and this surely sums up the launch of the first African Hunting Show in the USA. Thank you to the exhibitors and all those who attended. Folks, we have liftoff!
Before going any further, let me say that the Sunday was a disaster and we have learnt for next year! Yet, despite the weather, the fact that this was the first event, and that there were the Football playoffs, we were thrilled at the response. One exhibitor booked seven safaris at the two-day event and considering they did twelve bookings at Dallas, this was quite some accolade.
The visitors were focused and keen to talk business, which was exactly the plan. Fewer brochures get handed out, less chit-chat, more direct deals. Aside from the days of opening - which we have changed to Friday and Saturday in future - there will be some tweaks to our marketing. Many exhibitors admitted to not telling any of their clients about the show! Perhaps it was their way of hedging their bets in case they encouraged them to attend a show that was a complete flop!
As we all realised, the spirit in taking over one of Atlanta’s finest hotels for a couple of days, just talking African hunting, with great food in and around the hotel, along with the odd drink, created a spirit similar to those great boutique shows of yesteryear.
The Exhibitors
For 2012, we will be presenting a maximum of 100 exhibitors – which allows a growth of 17 booths. Some may not be coming back, and we understand that and are grateful for their support upfront. Others have already asked for an additional booth for friends – but most have reconfirmed. Once we have the commitment one way or another, we will get to our waiting list, although one applicant (who will remain nameless) is arguably Tanzania’s most established and largest player, so the quality is only going to improve!
The Marketing
While many had heard about the event, which gives comfort to our marketing efforts, we will be embarking on a more refined marketing campaign to target the following: Local residents and businessmen around Atlanta and Georgia Ask exhibitors to tell their clients and friends (electronically, on their TV shows and with directly mailed postcards) Sending all attendees a copy of the African Hunting Directory (Show Guide) which had all the companies in it as a reminder to think of 2012. Securing further incentives for 2012 visitors
Get them to SAVE THE DATES - when we’ll be bringing Africa’s Pride to Atlanta and Canada.
Atlanta - 13 & 14 January Toronto - 20 & 21 January Calgary - 27 & 28 January
Best wishes for the season ahead Richard Lendrum (Publisher), Tanya Hallowell (Atlanta) and Birgit Johnstone (Canada)
