Sao Paulo, 08.25.20. The great challenge for organizing major events is to promote the strategic connection between exhibitors and visitors. The match of interests between the public and the brands is the key for the generation of new businesses and the feasibility of investments in the event.
In this market, which has been completely impacted, transformed and at the same time accelerated by the current pandemic, Reed Exhibitions is expanding its portfolio of products and resources that will increase this connection in a completely digital environment. “We will continue to play our role, with all the potential that the combination of analog and digital solutions can achieve”, says Claudio Della Nina, CEO of Reed Exhibitions Latin America.
The first major Reed Exhibitions event in this new phase of the event industry will be Automec, the largest auto parts business event in Latin America, which will bring together, from April 6th to 10th 2021, at São Paulo Expo, the main replacement and repair brands with solutions for the light, heavy and commercial vehicles market.
With the cancellation or postponement of several events in Brazil and in the world, due to Covid-19, the promoters and organizers accelerated investments in digital platforms and the events in this period were connected with their audiences through webinars, digital fairs or broadcasts live, for example.
For Automec, which in 2019 gathered 74 thousand visitors and almost 1200 exhibitors in the repair, replacement and automotive parts segment, from 62 different countries, Reed Exhibitions had already been studying the use of virtualization even before the pandemic, according to Luiz Bellini, Portfolio Director at Reed Exhibitions.
“In the last edition we identified a great opportunity for proactive actions on social media, which reached more than 2.7 million people on social networks and 250 thousand interactions in the 2 months before the trade fair and up to one month after the event”, Bellini recalls. “The result represented an increase of 144% and 291%, respectively, compared to the same period in the previous edition.
Talking about business
The auto parts, replacement and repair market in Brazil represents about 5% of GDP, or approximately 365 BRL billion, according to data from the BNDES of 2019. An analysis of the business potential carried out by Reed Exhibitions during the last edition of Automec showed that it reached 24 BRL billion in business opportunities. The estimate is the result of a survey carried out during the accreditation of visitors who declared that they had funds above 1 million reais for new businesses. Also, according to the survey, about 50% of the visitors had final decision-making power or influence for this in their companies.
For the 15th edition of Automec, next year, Reed Exhibitions is deeply improving several studies that go far beyond the flow of visits to its website. It has been working hard on a new concept that will streamline the activities and experiences of all participants in the event. “Reed is making progress in digitizing in a strategic way that will make Automec a great biennial event for a permanent business platform”, says Ricardo Barbosa, Automec Manager.
In next year’s edition, in addition to the information already available on products and services, exhibitors will be able to virtually submit reports to their audiences, make webinars, share e-books and schedule meetings, for example, among other advanced experiences.
This virtual environment, completely redesigned, will be available to participants to stimulate interest and generate business for a permanent period, that is, before, during and after the fair is held. The face-to-face event will remain an indispensable strategic meeting point for the consolidation of partnerships, business, knowledge and relationships.
Reed Exhibitions The Company is present in 30 countries, operating in 43 different sectors of the economy and receiving a total of 7 million people in all its events, generating billions of dollars in business opportunities for exhibitors.