MTE EXHIBITIONS •
After a rebrand in 2005 , MTE drove the concept hard and built capacity with the purchase of an additional 20-ton truck , more shell scheme and tents – expanding to more mines locally and pushing beyond South African borders and into the SADC region .
From 2008 to 2017 the travelling exhibitions company organised between 25 and 32 exhibitions annually and “ consistency bred success ” – even through challenging times such as recession , commodity price crashes and retrenchments in the mining sector , notes Macnamara . He points out that the mining industry had evolved , and mines had become hard-core businesses run with safety , productivity and efficiency top of mind . It became more difficult for suppliers to access decision-makers in these environments ‘ driven by the clock ’. It was the maintenance of long-standing relationships with loyal visitors and exhibitors and the strength of the MTE team , buoyed by the company ’ s adaptability quotient ( AQ ) that carried the company through these difficult and changing times .
Evolution in crisis , backed by relationship From 2018 , with the assistance of feedback from the industry – from product and service providers to the end users themselves – MTE put a ‘ brand refresh ’ together to adapt to and align with the new era of mining , and to sustain and grow the business . MTE now moved to build relationships with the contemporary mining management hierarchy with a new ‘ solution-driven ’ spin on conversations . The target market had expanded to new disciplines – over and above the general manager position ( the old mine manager designation ) these now included engineering managers , procurement managers and safety managers .
MTE also investigated different marketing avenues and industries . The travelling expos , and the solutions they offered , were pulled through to new industry sectors – strategically MTE had started ‘ talking to ’ additional and affiliated industries like the built and cement ; sugar ; ports , harbours and logistics ; and the paper and pulp sectors .
With the changing requirements of global economies , new operations extracting across new commodities were now added to the MTE portfolio too : bulk commodities coal , gold , iron-ore , manganese and copper were now joined by diamond , platinum , PGMs and energy minerals . In parallel , MTE stretched its muscle further into Africa – the company moved from covering South Africa and Botswana into more SADC countries like Namibia , Zimbabwe , Mozambique and Zambia .
Supplied by Tony Wightman C-Chip
MTE ’ s expo layout in by-gone days .
An aerial shot of the MTE 2023 Kathu trade show – where 115 exhibitors and just under 500 visitors were hosted in the Northern Cape combo tour – showcasing free-standing options and guided walkways .
portfolio . With the years of organising exhibitions and building a strong relationship driven database , MTE was able to leverage its contact data to ‘ talk ’ to the industry through digital product blasts and a new product called the MTE Product Portal , which in turn solved MTE ’ s customers ’ ( the exhibitor ’ s ) challenges in reaching and interacting with the market when doors were closed . Once again , it was the maintenance of relationships – core to the MTE concept – that ‘ saved the day ’, even in a period where ‘ face-to-face ’ was not possible in the traditional sense of the word .
A future-fit , grateful mindset Unfortunately , Tony Wightman passed away in 2022 – but his legacy lives on in the current MTE . Although the company has expanded and evolved with the industries it serves , the concept Whiteman created still underlies the business success , and relationship-driven , face-to-face , high impact expos are still the ‘ order of the day ’.
Operationally , MTE evolved to incorporate value adds like the combo tours , which offer suppliers a cost-effective , impact-filled week away from the office to see a number of decision makers in operations in outlying areas and over border . Expo layout changes were made to include free-standing options for those suppliers wanting more floor space and guided walkways were added to move visitors past each and every supplier exhibiting 2 . Designation identifiers to help suppliers ‘ spot ’ the visitors they wanted to approach in the throngs of decision makers now visiting the shows were created , and a new MTE supplier App to assist with disseminating pertinent logistical information for events was launched – and today is being further developed .
It was the Covid19 pandemic that would push MTE ’ s AQ to the limits . The lockdown forced the company to work out new ways of maintaining its relationships and new methods of disseminating relevant industry innovation through the company ’ s product
After sixteen years on the road in Africa , Macnamara notes that , “ Covid-19 taught us that things can change at a moment ’ s notice – and it is only with strong , reliable industry relationships and expert supplier partners ; the wisdom and guidance of leaders in the business ; an innovative and open mindset ; the agility and support of a team and a constantly developing AQ – and that survival in this tough global and local environment of peaks and valleys is possible .
These MTE relationships with both supplier and end user became the trusted vehicle that would bring supplier and buyer together for years to come .
www . africanmining . co . za African Mining Publication African Mining African Mining • January 2024 • 49