We’ve just come from one of Tanzania’s biggest and most vibrant trade fairs (Karibu Kili Fair 2025). As the husband of an exhibitor, I had a front-row seat to the enormous effort it takes to prepare for such an event—planning, packing, transporting, setting up and presenting your brand in the best possible light.
When the big day arrives, the doors open and crowds pour in. Visitors are greeted by smiling representatives at beautifully designed stands, each one competing to make an impression and win business.
But after all the time, money and care invested—have you considered how the conduct at your stand might be affecting your brand?
At some booths, it’s difficult to tell who’s in charge. Is it the owner? A staff member? A friend keeping watch? At one stand, I witnessed what could only be described as a mid-day picnic; a woman had planted herself prominently at the centre, surrounded by foil containers of chicken, chips and sauces. Children ran around her, smearing food on themselves, their clothing and the carefully arranged furnishings. It felt more like a family gathering than a professional showcase. Is that really the image a luxury boutique hotel wants to project? Who would feel inclined to approach and enquire?
That may have been the most dramatic example of poor presentation but it wasn’t the only one. At other stands, I was disappointed not to meet the proprietor.
“He’s away having lunch,” a well-dressed team member explained politely.
Disappointing, perhaps—but far preferable to trying to discuss business with someone elbow-deep in a takeaway. I was happy to return later.
A professional image is more than good branding and a polished display. It’s about presence, poise and creating the right impression—especially at events where your business is on show to the world.
