Lenox Mhlanga
You have spent months perfecting your exhibit at the Zimbabwe International Trade Fair (ZITF). Your stand has interactive holograms, free samples that vanish faster than Zimbabwean sunshine in winter, and a branded hashtag trending on the X platform. Yet, when the awards are announced at the official opening ceremony, the company with a modest booth scoops the trophy.
I know it sounds a bit on the extreme, but you should hear the grumbles: “But we’re market leaders! How did THEY win?” That’s the most common gripe, that winners don’t mirror real-world success. Here’s the twist: ZITF judges aren’t auditing your sales figures – they’re grading your stand’s X-factor.
Think of originality, clarity, and charm that make visitors swoon. Confusion reigns when people mistake this for a “best in business” contest, not realizing that it’s exhibition show-craft – where storytelling beats market dominance.
Let’s pull back the curtain on ZITF’s judging criteria where the real competition isn’t about your balance sheet, but your ability to dazzle visitors to the stand.
The five pillars of ZITF judging (Or, How to seduce a panel of experts)
Judges (pictured) at ZITF aren’t scrutinising your quarterly earnings or your market share. They’re evaluating a very specific courtship ritual: how well your exhibit performs at the trade fair itself. According to ZITF’s exhibit judging criteria, five elements rule the day:
- Overall impression: Does your stand stop people mid-stride? Think of this as “love at first sight” scoring. A judge once compared it to spotting a perfectly ripe mango in a market stall – irresistible, vivid, and impossible to ignore.
- Originality: Did you bring a knife to a gunfight… or a solar-powered, AI-driven knife that also makes coffee? Recycled concepts yawn. “We reward exhibitors who make us think, ‘Why didn’t WE think of that?’” says Lucky Mlilo, a ZITF judge with over 15 years of judging experience.
- Information clarity: Can a visitor grasp your core message in 5 to 10 minutes? Judges penalise exhibits that resemble PhD theses. As one judge quipped: “If I need a decoder to understand your signage, you’ve already lost points.”
- Quality of presentation: Flimsy banners, pixelated videos, or the dreaded inflammable draping? Instant deductions. This is where craftsmanship matters – think “Five-star stand” versus “Street vendor samoosa.”
- Experiential appeal: The “feel, play, stay” factor – immersive, interactive moments (virtual reality (VR), games, live trials) that turn visitors into storytellers and your brand into an unforgettable memory. Judges ask: Did you make them part of your magic?
“But we’re the market Leader!”: Why real-world success ≠ ZITF Gold
Every year, a chorus of exhibitors’ protests: “Our product dominates Harare! Why didn’t we win?” The answer lies in the best international practice. Trade fair competitions, from Hannover to Dubai, focus on exhibiting excellence, not real-world dominance. Why?
Apples vs. Oranges: How do you fairly compare a mining giant’s mega-stand with a startup’s ingenious but budget exhibit? By judging solely on how effectively each uses their ZITF footprint and conforms to the theme.
The “Stage vs. Street” rule: An experienced actor might flub a village hall performance. Similarly, market leaders can underwhelm at ZITF if their exhibit feels formulaic or disconnected from the theme (“Industrialisation: Crafting an Integrated Economic Landscape” in 2025).
Future-focused metrics: ZITF awards highlight innovation and communication skills – traits that predict future success, not just reward past achievements. The quality and the knowledgeability of stand personnel can make or break your exhibition participation effort.
Winning here doesn’t mean you’ll dominate the sector. It means you mastered the art of the “Trade Fair moment”.
Judges: The United Nations of Subjectivity
ZITF panels are a delightful paradox: structured criteria assessed by wildly diverse humans. A typical four-judge team might include a media expert dissecting your storytelling, a banker eyeing ROI potential, a Rotarian grading community impact, and a sports coach evaluating your “teamwork” (yes, even how staff collaborate at the stand matters).
This mix injects subjectivity – and that’s intentional. A university lecturer might geek out technical details, while a businessperson asks, “But how will this sell?” The result? Awards that balance creativity with practicality.
But wait – Doesn’t subjectivity breed bias? Here’s the safeguard: judges undergo rigorous briefings to align scoring with the five criteria. Personal preferences (like a banker’s love for fintech) are tempered by mandatory rubric adherence.
The ZITF award playbook: How to shine (and Silence the critics)
For exhibitors craving validation (and a shiny trophy), here’s the cheat code:
Embrace the theme: The ZITF 2025’s industrialisation focus means exhibits should spotlight integration – how your product bridges sectors or fosters collaboration.
Train your squad: Judges notice staff who engage vs. those scrolling TikTok. Role-play with your team: “Pretend every visitor is a judge… because they might be!”
KISS principle: Keep. It. Simple, Stupid. A flour manufacturer can win with a stand that offers free bread samples and a live demo of flour-making. No holograms needed.
And to the critics? Remember: ZITF awards are a snapshot, not a lifetime achievement award. As in Olympic figure skating, it’s about nailing the routine on the day – even if you’re usually a world champion. The intention is to reward the hard toil and the ingenuity of the teams that put up countless hours to exhibit at the showcase.
So, next time you lose to a “lesser” rival, don’t sulk. Ask for their stand designer’s number. After all, at ZITF, the real prize is the lessons learned, and the bragging rights until next year.
PS. A heartfelt thank you to the ZITF judges, whose selfless voluntary work and expert insights ensure the awards remain fair, inspiring, and memorable for all. Their dedication truly brings out the best in every exhibitor.
Lenox Mhlanga, is a ZITF judge and event strategy consultant, with 15 years of ZITF judging under his belt. He offers practical event planning strategies, for a fee, of course. He can be contacted on mobile: +263 772 400 656 or email: lenoxmhlanga@gmail.com