post show report HOUSE & gIFT FAIR, AUGuST 2010 SÃO PAULO – BRAzIL
Panoramic view of the House & Gift Fair 2010 – August, at the Center Norte Exhibition Hall – Brazil
POST SHOW REPORT 2010
YOU MADE THE RIGHT INVESTMENT. CONGRATULATIONS! You were one of the 1,300 business people who believed in and bet correctly on yet another successful House & Gift Fair. The 41st edition of the fair was the largest ever and we are delighted to share this victory with you and introduce you to some of the ingredients that make the House & Gift Fair the largest houseware trade fair in Latin America. We worked for 13 months so that your investment would return to you in the form of excellent business opportunities and at this time we are certain that the result you were looking for was achieved. We congratulate you on your entrepreneurial spirit and initiative that make you special in the market and allow you to be part of the houseware sector’s main event.
Aerial photo of the fair
Reduction in costs with sales’ initiatives Participation in the House & Gift Fair offers a significant reduction in sales’ force costs. The market is all in one place and seeking alternative ways of making your business more profitable. That is why well-planned participation will mean a reduction in your team’s time and effort, and consequently a better return on your sales’ initiatives.
We hope that the contacts you made at the fair continue over the coming months, in the certainty that with us you will always do the best business deals.
Promotion carried out by means of the event The fair allows you to introduce your company and your product lines to qualified buyers and to the main communication vehicles in Brazil and the world. This is your great promotion opportunity. Activities that may improve your result Grafite Feiras e Promoções provides its exhibitors the opportunity to extend their participation by means of other media that will help in constructing and adding value to their brands and marketing strategies, such as advertising on the promoter’s website, merchandising during the fair, lounge sponsorship, a press liaison office, special projects, and also specialized and directed magazines that will increase the return on investment.
Visitor entrance
RETURN ON INVESTMENT Generating new revenue (short and long term) To measure the result of your participation in the fair it is not enough merely to check the number of orders taken. You also need to assess the quantity and quality of the contacts you made and to actively develop the post-fair relationship you need to continue the relationships you made during the fair, which should be an important part of your result. Partnerships and customer relationships The opportunity to meet with buyers from 1,412 towns and cities from every state in Brazil and from 52 countries is a key element for estimating return on investment, because even if you did not do any business during the fair the contacts you made may mean future business opportunities.
Visitors at the booths
2
POST SHOW REPORT 2010
LÁUREA HOUSE & GIFT FAIR: 20 YEARS The efforts of Grafite Feiras e Promoções and the confidence it had in the success of the fair 20 years ago has made the House & Gift Fair the biggest and most qualified meeting in the houseware segment in Latin America. That is why it is important to recognize the entrepreneurial vision of those who have been closely involved with this event for the past two decades. To honor the business people who have consistently participated in the fair throughout these 20 years, Grafite Feiras e Promoções has created the Láurea House & Gift Fair: 20 Years. The five exhibitors who have been present since the first edition will be given a plaque with the date: Rafael Dayan (Ricaelle), Isaac Dayan (Dayhome), Mario Hauser (MCD), Admilson Esmeraldo da Silva (Soyus - Crystais Cambé) and Valmir Beneduzi (Tramontina).
Talk given at the event
BUSINESS ROUNDS During the fair, meetings between Brazilian and international buyers boosted the Latin American market for houseware in business rounds. Among the buyers from other countries who visited the 41st House & Gift Fair to do business were representatives from Sears (Mexico), CE North America, Latin American Distributors (USA), Heim Dekoration SA (Mexico), USABCO (South Africa), and Almacenes LA (Colombia). On the first day of the fair (August 14), these buyers met with member companies of the National Institute of Plastic (INP). The next day (August 15), they visited the fair and had the opportunity to take a close look at the functional quality and innovative design of Brazilian products.
Honored by Láurea House & Gift Fair: 20 Years
TALKS
Throughout the day they had the chance to see some of the new product launches and innovative solutions on the houseware market.
Over the three days of the fair, the Cycle of Talks addressed different issues, such as merchandising techniques, design, market prospects, window dressing techniques, points of sale, and customer service. Given by highly qualified professionals who are active in the market, the talks provided tips that, if used well, can help increase sales and strengthen customer relationships, by improving knowledge and ensuring that sales teams, development and service levels are up to date. • 3 days • 4 talks by Brazilians • 1 international talk • More than 500 people attended
Buyer and industry negotiating
3
POST SHOW REPORT 2010
CONCEPT HOUSE SPACE
Concept House space
brought the HG Casa Lounge (open to visitors and exhibitors at the fair so they could interact in an entertaining and elegant space) and the 20 Years Space (where the “Láurea House & Gift Fair: 20 Years” plaque was presented).
In addition to business opportunities, new product launches, and novelties from the houseware sector in Brazil and the world, the 41st House & Gift Fair hosted the second edition of the Concept House Space, an area of 3,000 square meters that showcased the market trends in fashion, colors and styles, in addition to the stores that won the gia Award (Global Innovator Award) at the national level from 2000 to 2010 and the winning creations from the XI House & Gift Design Award.
Ideal for building a special relationship with buyers, the Concept House Space offers you and your company the opportunity to create your own lounge, thus strengthening your brand and positioning it right at the entrance to the fair, in a sophisticated and stylish atmosphere.
Signed by HG Casa magazine, the Concept House Space also
Panel at Concept House space
HG Casa lounge
4
POST SHOW REPORT 2010
COMmUNICAtion
GIA PRIZE
Over the years, communication vehicles, including television and radio stations, newspapers, magazines and the web, have frequently carried reports on what is new at the fair and on new product launches from exhibitors; these actions that have been led by Grafite Feiras e Promoções’ press liaison office, which in 12 months ensured that the fair was shown in a positive light to the whole market.
(Global Innovator Award) The GIA Prize (Global Innovator Award) is the world’s main houseware retail sector prize. Its objective is to foster innovation in stores around the globe. In Brazil, the award is organized by HG Casa magazine, and the winning store, as chosen by a highly specialized jury, will represent Brazil at the international competition, to be held in Chicago (USA) at a gala ceremony which will include the presence of the winners from more than 20 countries. The winning store this year also participated in an awards show at the Concept House Space, at the 41st House & Gift Fair.
Valmir Beneduzi from Tramontina is interviewed by TV House
RETAIL TOUR The Retail Tour, a fair disclosure activity for the international press, is aimed at foreign journalists invited by Grafite Feiras e Promoções to visit the House & Gift Fair. While visiting major industry stores, the journalists had the opportunity to see the dynamics and potential of the Brazilian market firsthand. In this issue, journalists from the Netherlands, Argentina, Uruguay, and India visited the main representatives from the Brazilian retail sector. Retail Tour 2010 ended with a dinner.
Winners Marli and Jordana Trentin
XI HOUSE & GIFT DESIGN AWARD The House & Gift de Design Award encourages creation and innovation in products in the houseware sector, within the concepts of form and function. Its objective is to recognize the items that achieve the highest evaluation indices (form and function), thus defining the contemporary style of design in Brazil and creating trends and fashion. All the winning items were on display at the Concept House Space, at the 41st House & Gift Fair.
Jornalists participating in the Retail Tour and the Grafite Feiras e Promoções team
5
POST SHOW REPORT 2010
THE FAIR IN NUMBERS • 1,300 exhibitors; • 49,486 visitors (corporations); • 67,500 m² of exhibition area; • More than 12,000 people involved in putting on the event; Winners of the XI Award
• More than 4 million people reached by the communication campaign;
XI House & Gift de Design Award in numbers
• More than 100,000 invitations distributed;
• 371 entries • 71% more than in 2009 • 230 professionals • 141 students • 13 states
• 440,000 people reached by the e-mail marketing campaign; • 100% occupancy for the talks;
Winner of the Award: Lótus (Rio Grande do Sul) Description: A low cost product for people who lack basic sanitation, it transforms muddy and contaminated water into drinking water.
• More than 1,2 million page views on the website; • 154 journalists covered the event; • 86 communication vehicles were at the event. Winning item
Visitors in the corridors at the fair
6
POST SHOW REPORT 2010
ATTENDANCE REPORT Attendance was audited in accordance with the requirements of the UFI (The Global Association of the Exhibition Industry). For 20 years Grafite Feiras e Promoções has been actively involved in developing the Brazilian houseware market. Thirteen months of work are dedicated to preparing each edition, which makes the House & Gift Fair a unique tool for promoting your company and products and for generating business; it is impossible to get the same result from any other media or relationship activity. This is a secure way of reaching your target audience, in addition to providing a high level return on your investment because of the wide reach and qualified audience. The fair was visited by representatives from the best stores from more than 1,400 Brazilian towns and cities, all of whom had the opportunity to get to know your company. In four days, attendance was equal to 25% of all Brazilian cities, in addition to more than 50 countries from all continents. The data presented below are important post-fair work instruments and arguments, which will allow you to identify the public visiting the event and compare it with the regions where you already operate or intend to operate, thereby strengthening your commercial strategy.
State of origin Acre Amapá Amazonas Pará Rondônia Roraima Tocantins Total
Alagoas Bahia Ceará Maranhão Paraíba Pernambuco Piauí Rio Grande do Norte Sergipe Total
Distrito Federal Goiás Mato Grosso Mato Grosso do Sul Total
Espírito Santo Minas Gerais Rio de Janeiro São Paulo Total
Paraná Rio Grande do Sul Santa Catarina Total
Total Brazilian Visitors Cities International Visitors Countries Overall Attendance
Brazilian
2008
2009
2010
53 67 172 319 135 115 38 899
55 56 123 452 107 44 71 908
56 59 218 514 139 23 69 1,078
190 997 545 285 251 492 100 202 257 3,319
230 1,091 524 262 222 718 114 303 327 3,791
287 1,484 703 345 401 989 231 437 539 5,416
Central Western Region 694 650 470 364 2,178
546 552 414 281 1,793
890 857 468 381 2,596
860 3,284 2,965 29,004 36,113
669 2,818 2,950 27,734 34,171
824 3,550 3,267 25,007 32,648
1,965 1,559 1,908 5,432
1,833 2,141 1,730 5,704
2,436 2,597 2,209 7,242
Northern Region
Northeastern Region
Southeastern Region
Southern Region
General
2008
2009
2010
47,941 406 62 48,347
46,367 501 57 46,868
48,980 1,412 506 52 49,486
International
7
Country of origin
2010
Afghanistan South Africa Germany Anguilla Saudi Arabia Argentina Austria Azerbaijan Barbados Bolivia Botswana Cabo Verde Cameroon Cambodia Chile China Singapore Colombia South Korea Costa Rica Egypt Spain The United States France Republic of Georgia Great Britain India Indonesia England Israel Italy Jamaica Japan Laos Mexico Nepal Panama Pakistan Paraguay Peru Puerto Rico Portugal Czech Republic Romania Russia Samoa Surinam Taiwan Turkey Uruguay Venezuela Total
4 5 3 1 4 51 2 2 4 36 5 12 1 1 39 19 1 15 7 5 5 14 11 17 3 2 10 9 14 9 7 4 6 1 2 1 3 11 13 33 5 19 22 1 16 3 1 2 28 13 4 506