SAO PAULO, MAR 1 (ANSA) – In the era of social media and digital marketing, selling or presenting a product has become easier – and more accessible. However, trade shows, with their traditional exhibition booths, remain unshakable, relying on the personal relationship between seller and buyer, an ancient technique that has driven global commerce. A Cipa Fiera Milano, a trade show organizer in Brazil and one of the largest in Latin America, expects growth of 10% to 15% in 2018.
Italian subsidiary Fiera Milano Since 2011, Cipa has combined its experience in the Brazilian market with the know-how of one of the world's most famous event companies. Currently, the company organizes 12 trade fairs in Brazil, among them the Fisp Fire Show (International Security and Protection Fair) and a Exposec (International Security Fair), a sector that will account for a large portion of this year's profits due to cases of urban and digital violence. Commercial director of Cipa Fiera Milano since 2014, the native of São Paulo Rimantas Ladeia Sipas, 43 years old, told ANSA about the challenges of the industry and the requirements for organizing a successful event.
ANSA: What has changed in the trade fair industry in recent years?
According to: Previously, we had technical trade shows that served to showcase products. But with the evolution of technology and a new visitor qualification profile, all of Cipa's trade shows evolved to offer courses and congresses, and not just a space for products. This is a global trend. The public goes to network, exchange information, have experiences, take courses, attend lectures and congresses, and also to see products, but within this entire context. Companies also started releasing their employees more easily to attend trade shows. In recent years, with a crisis-stricken economy and companies having no reason to buy new products at trade shows, the solution was to send employees for professional development. We are one of the promoters that invest the most in content at trade shows, long before this became a trend.
ANSA: How have social media affected the trade fair sector?
According to: The social network helped us maintain constant engagement. Since the trade shows take place every year, or two, there used to be a period of less interaction. With social media, we have daily contact. Visitors say which products they want to see, check the schedule, and comment on the courses. It is a thermometer. We are able to have a channel focused on the visitor all year round, all the time. That was the big difficulty before, because we would hold the trade show and only have contact with the visitor a year later.
ANSA: What main characteristics does a trade fair organizer, such as Cipa Fiera Milano, need to have to operate in the sector?
According to: Deliver the expected result to the exhibitor and the visitor. The exhibitor has every opportunity to contact the visitor, who, in turn, also has every convenience, such as early VIP accreditation, facilitated transportation, everything to bring the exhibitor and the visitor together. It is important to listen to the exhibitor, to know what they need, what changes they want. The direction of a trade show is determined by the visitor and the exhibitor, and we need to interpret that well. In addition to being very determined and focused, investing heavily in marketing, never thinking that your trade show is already solid or that you are the market leader. You must always treat the trade show as if it were new. Every trade show that thought it was at its peak has shut down. The trade show offers something the internet will never give: the sensation of interacting with the product, smelling it, touching it. I am not afraid of the internet; it helps promote the product, but it will never offer personal contact, the feeling of the sale, eye-to-eye interaction. The automotive industry launches cars, even over the internet, but no one buys them over the internet. You need to see the car, smell the new car smell. Human beings need to have contact with other human beings.
ANSA: Is there a high turnover of exhibitors?
According to: No, that’s our biggest advantage. We have a very high retention rate—from 90% to 95% of the same exhibitors, year after year—because they’ve seen results from the trade show. If you organize a trade show and have to bring in new exhibitors every year, you won’t make progress.
ANSA: Cipa is a subsidiary of Fiera Milano. What is this relationship like?
According to: In 2011, Fiera Milano acquired Cipa here in Brazil, which became known as Cipa Fiera Milano. We have authorization to run the business in Brazil independently, following the particularities of the Brazilian market, which is very important because you cannot buy a Brazilian company and make it Italian. The culture, the people, the way of doing business are very different, and Italy understood that well. Fiera Milano passed on technology, information, everything we could improve in terms of know-how. Worldwide, Cipa became better known because Fiera Milano is very famous in Europe. Institutionally, it opened doors for international clients.
ANSA: What is Cipa's expectation for this year?
According to: I’m 100% confident about growth this year. The business leader has managed to separate politics from the economy. We expect growth of 10% to 15%, as our sales curve is already higher than it was during the same period last year. It’s highly unlikely we won’t hit that target. The electronic security sector should grow slightly more than that. Take the case of Rio de Janeiro. If the government isn’t doing it, private companies are stepping in—people want to protect themselves. And workplace safety will also grow. The industry is growing again, and if you hire an employee, you’re required to purchase a safety kit.
ANSA: Is there any sector that could be better explored with trade fairs?
According to: If anyone has this answer, give it to me, because I want to launch this trade show. I can't think of a single sector of the economy today that doesn't have its own trade show.
