Organisers of Electra Mining Africa have outlined a series of enhanced operational, marketing and exhibitor engagement measures ahead of the upcoming edition of the continental mining and industrial exhibition, highlighting a stronger digital shift, improved visitor targeting tools, and expanded collaboration with partners.
Speaking during a media briefing, Natasha Heiberg, Marketing Director at Montgomery Group Africa, the organisers of Electra Mining Africa, said the event, scheduled for 7-11 Sep, 2026, continues to evolve as both a physical and digitally integrated platform designed to maximise exhibitor value and visitor engagement.
“Without a plan, you don’t have a plan. So it’s very important,” Heiberg said, emphasising the importance of early preparation by exhibitors.
She announced the introduction of a new digital Exhibitor Zone, which consolidates all operational and marketing resources into a single online platform. The system allows exhibitors to access manuals, frequently asked questions, deadlines, and update their company listings.
“We have a brand new Exhibitor Zone… that is where you can find all the marketing opportunities, the operational details and manuals, as well as FAQs, and you can update your website listing there,” she said.
Heiberg added that the shift away from traditional printed manuals to a fully digital system is aimed at improving accessibility across devices. “You can access it digitally… as long as it’s digital, you can get on that,” she noted.
From an operational standpoint, Botsane, representing operations, stressed the importance of planning and adherence to schedules to ensure a smooth exhibition build-up and breakdown process.
“We’ve got our schedule there, which you need to share with your contractors. You need to know when to come in, when the show days are, the times you can come in, and when to break down,” Botsane explained. He added that the exhibition setup spans a structured two-week build-up period depending on stand size and complexity.
He further highlighted the introduction of structured exhibitor categories and improved documentation. “We’ve divided our forms into packages, we’ve divided them into space only… and we’ve introduced an Excel spreadsheet, which we’ve also divided into the different packages,” he said, noting that the system was designed to simplify compliance and planning.
Botsane also encouraged exhibitors to make use of the Exhibitor Zone’s “A to Z” section, which includes contractor details, insurance requirements, safety guidelines, and frequently asked questions.
Charlene Hefer, Programme Director on her side outlined the expanded visitor engagement strategy, including new experiential zones, partnerships, and skills development initiatives.
She said navigation improvements at the venue remain a key priority due to the scale of the exhibition. “Navigation is always a challenge… so we took our outside areas and gave them different names,” she said, adding that a new “Orange Zone” has been introduced to enhance visitor experience.
Charlene also confirmed that venue changes will affect hall and gate naming conventions, urging exhibitors to review updated layouts carefully to avoid confusion when guiding visitors.
On partnerships, she highlighted collaborations with organisations such as SACIC and Cybeki, which will contribute to training, skills development, and academic engagement during the event. “SACIC will be offering one-on-one training to our exhibitors,” she said, while noting that Cybeki will support a skills and career hub connecting exhibitors with universities and graduates.
A strengthened marketing approach will also see exhibitors encouraged to actively share campaign content. Heiberg explained that a new social media support initiative developed with Click Remnant will help exhibitors amplify their messaging across digital platforms.
“This content will really help elevate what you are talking about, and get the visitors to your stand,” she said.
Lead generation and data capture have also been upgraded, with organisers introducing a compliant lead-scanning application to replace third-party tools. “You have to use the Textra app, which links in with our visitor database,” Heiberg said, adding that exhibitors will receive daily access to captured data.
In a bid to increase visitor turnout, organisers also unveiled the Diamond Select campaign, aimed at attracting VVIP and international attendees by offering fast-track access and dedicated meeting spaces.
Heiberg further announced an exhibitor incentive competition designed to boost visitor invitations. “Each exhibitor will receive a VVIP link… at the end of this campaign, we are giving 50,000 rand for your 2028 stand, or a coffee machine for your office,” she said.
As Electra Mining Africa prepares for its next edition, organisers say the focus remains on integrating digital tools, strengthening exhibitor readiness, and enhancing visitor engagement to deliver what they describe as a globally competitive exhibition experience.