Lenox Mhlanga
The Zimbabwe International Trade Fair, that organised chaos of handshakes, brochures, and the faint aroma of braaied boerewors wafting through the air is on next week. This year, the 65th edition promises to be bigger, bolder, and – let’s face it -more overwhelming. The theme this year is “Industrialisation: Crafting an Integrated Economic Landscape.”
What if you’re just… a regular business visitor, armed with a lanyard and a tote bag stuffed with someone else’s branded keychain? Fear not! I’m here to dig into my 25 plus years as event consultant, judge and master of ceremonies at Zimbabwe’s largest business shindig.
Let’s talk about how to conquer ZITF 2025 without exhibiting – and still leave feeling like you’ve won the World Cup.
The art of not exhibiting (And still look like a pro)
First, let’s address the elephant in the room: No, you don’t need an expensively constructed neon-lit stall to matter at ZITF. In fact, flying under the radar has its advantages. No one will ambush you for a “quick demo,” and you can avoid the existential dread of realising your freebies are less popular than the guy giving away mini fans. But to thrive, you need a game plan.
Step 1: Do your homework (Yes, like you dis school, but with fewer corrections)
ZITF isn’t a stroll in the park. It’s a battlefield of opportunities. Start by stalking the exhibitor list in the chunky complementary exhibition brochure or online. Identify 10-15 companies or sectors aligning with your goals. Are you a maize farmer eyeing irrigation tech? A retailer hunting for regional suppliers? A consultant pretending to understand blockchain? Know your targets.
Then, study the event schedule. Conferences, keynote speeches? Panel discussions on “integrated economic landscapes”? Mozambique’s President Daniel Chapo opening the show? Flag what’s relevant. Pro tip: If a session’s title sounds like it was generated by a committee of robots, skip it. Your time is precious.
Step 2: Dress like you mean business (But comfortably)
Bulawayo in April is warm, sometimes, or cold. It could rain for all we know. So, ditch the three-piece suit unless you enjoy sweating through PowerPoint pitches. Do opt for “smart casual”—a crisp shirt, trousers, and shoes that won’t murder your feet after 10,000 steps. Bonus points for a blazer you can drape over your arm casually during photo opportunities. Checking your trusted smartphone app will save you the blushes.
Step 3: Networking without the desperation (A Masterclass)
Let’s be real: Networking at trade fairs is like speed dating. Everyone’s pretending to care, but really, they’re eyeing the snack table. Here’s how to stand out without seeming like a LinkedIn spam bot.
The “accidental” meet-cute
Linger near the eating areas, coffee stations or registration queues. These are goldmines for “organic” interactions. Example:
You, sipping terrible instant coffee: “Ugh, this tastes like an industrial spillage.”
Fellow victim: “Right? I’d kill for a proper espresso.”
You: “Speaking of industry, what brings you here?”
Boom! Connection made.
The Elevator Pitch (But keep it ground floorish)
Prepare a 15-second spiel about who you are and what you want. Not “I’m a visionary disruptor leveraging synergies.” Try: “I run a solar equipment startup. Looking to connect with distributors in Matabeleland.” Simple. Human. Less cringe.
Business Cards: Yes, they’re still a thing!
Carry them. But don’t shove them into palms like conspiracy pamphlets. Unless you are a beneficiary of a printer’s special, only offer one after a meaningful chat. And for heaven’s sake, include your WhatsApp. This is Zimbabwe – we’re not faxing memos anymore.
Step 3: Work smarter, Not harder (Avoid the “ZITF Zombie” trap)
The ZITF exhibition grounds are vast. Bigger than your aunt’s collection of doilies. Without a strategy, you’ll end up wandering like a lost calf, clutching brochures for tractor parts you’ll never need.
The 3-Zone Strategy
Divide the venue into three zones:
1. Must-Visit: Your pre-researched target exhibitors.
2. Maybe-Visit: Interesting wildcards (e.g., that startup making bricks from plastic waste).
3. Avoid: Anything involving multi-level marketing or timeshares.
Stick to Zones 1 and 2. Use the ZITF app to navigate. If not, follow the smell of fresh popcorn or wors – it’s usually near the good stalls.
Steal the secrets of exhibitors (Politely)
Exhibitors are there to talk. Use this! Ask questions:
“What’s the biggest challenge your clients face?”
“How’s the market responding to [insert trend here]?”
“Can I take a photo of your display for my team?” (Works wonders for LinkedIn content.)
But don’t overstay. If they glance at their watch, wrap it up. Unless they’re handing out free samples—then stay forever.
Seminars: Where wisdom meets power naps
ZITF seminars can be hit-or-miss. Some are enlightening; others feel like a lecture on cement drying. To avoid snoozing:
Pick Panels with Practitioners: Avoid sessions led solely by academics or dare I say, politicians (unless they are the ones officially opening the seminar, of course). You want people who’ve actually done stuff.
Sit near the exit: For strategic escapes.
Ask one good question: Raise your hand, introduce yourself, and ask something thoughtful. Instant credibility.
Example: “How can SMEs leverage industrialisation without access to massive capital?” Now you’re the room’s MVP.
Step 4: Post-ZITF: Don’t ghost your new contacts
The real work begins when the tents come down. Within 48 hours, send follow-up messages. Not a generic “Nice to meet you,” but something specific:
“Hi Thandi, enjoyed discussing solar solutions for rural clinics! Let’s schedule a call next week to explore partnerships.”
Add them on LinkedIn with a personalized note. Tag them in your ZITF recap post: “Great insights from @Thandi Ndlovu on sustainable energy—exactly what our sector needs!”
The ROI of not exhibiting
Let’s crunch numbers. Exhibiting at the ZITF can cost $5,000+ for space, banners, and enough stress to age you prematurely. As a visitor? Your biggest expense is petrol and a decent lunch, and perhaps accommodation if you don’t have relatives to bother in Bulawayo. Yet, the ROI – new clients, suppliers, ideas – can be just as juicy.
So, strut into ZITF 2025 like you own the place (but without the hassle of setting up a booth). Industrialisation isn’t just about factories and fancy themes; it’s about connections. And you, my non-exhibiting friend, are about to make plenty.
Lenox Mhlanga is a strategic communications specialist who has worked for the ZITF and is a judge for Zimbabwe’s biggest trade exhibition. He also lectures Event Planning and Management with the MAZ Business Institute. You can contact him on mobile: +263 772 400 656 or email: lenoxmhlanga@gmail.com