show report CHRISTMAS FAIR, MAY 2010 SÃO PAULO/SP – BRAzIL
Panoramic view of the Christmas Fair 2010 – May, at Transamerica Expo Center – São Paulo – Brazil
* since 1980*
SHOW REPORT 2010
A TRADE FAIR FOR THOSE WHO KNOW HOW TO MAKE THE MOST OF CHRISTMAS OPPORTUNITIES
RETURN ON INVESTMENT Generation of new revenue (short and long term) The trade fair is an instrument to promote and in order to measure the result of your participation you shall evaluate the quantity and quality of contacts made and actively develop the after the trade fair relationship. Surely these contacts will turn into revenue throughout the year.
The Christmas Fair is a professional trade show addressed to the market of Christmas items, toys and seasonal festivals, and makes this season successful for manufacturers, distributors and importers, developing the specialized market.
Partnerships and customer relationship The opportunity to meet with buyers from 762 cities from all Brazilian states and 26 countries is the key element to the return on investment estimate, once even those who do not close deals during the trade fair might generate future business opportunities.
16 years of dedication that transformed the Christmas Fair into the most important industry fair in Latin America, contributing greatly to the development of this market, since it is an effective tool in promoting and producing results to exhibitors and visitors. In May 2010, we gathered 130 exhibitors and 14,233 shopkeepers from 762 cities from all Brazilian states and 26 countries, providing a qualified event with excellence companies and products, which could find out more about each other and close deals, which will certainly continue throughout the year.
Cost reduction with the sales initiatives The participation in the Christmas Fair offers a significant cost reduction over the sales efforts. The market is present in the meeting, seeking alternatives to monetize business, thus, planning the participation well will mean a time and effort reduction for your team and, therefore, a better return on sales initiatives. Promotion through the event The trade fair allows you to present your company and product lines to qualified buyers and major media means in Brazil and around the world. It is your great opportunity for promotion. Activities that may enhance your result Grafite Feiras e Promoções offers to its exhibitors the opportunity to extend their participation through other media, which will help them in the construction and enhancement of their brand and business strategy, such as: advertising on the website of the promoter, merchandising during the trade fair, sponsorship of lounges, press office, special projects and also specialized and targeted magazines that will increase the return on investment.
Visitors in the stands
The trade fair organized by Grafite Feiras e Promoções is propagated to a mailing consisting of more than 100,000 shopkeepers in Brazil and other countries. Moreover, all the media campaign is targeted to position the date as a time of great results. The Christmas Fair is the only place where the best companies may find their buyers and present trends and products that will make Christmas the best time of the year also for their business. The Christmas Fair is the best and safest investment for your company. Following, you will find out more about this great event of the industry. Get ready, because as Christmas, an event like this only happens once a year.
Product exhibited
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SHOW REPORT 2010
LECTURES As a trade fair action for retraining and updating of knowledge, the Cycle of Lectures approached different issues, such as merchandising techniques, design, market outlook, showcase techniques, point of sales and customer service. Taught by highly qualified and market active professionals, the lectures brought hints that, once used properly, may help to increase sales and improve customer relations. • 3 days • 6 national lectures • Audience with over 500 people
Lecture held at the event
COMMUNICATION
Articles in newspapers and magazines
Throughout the year, media means, including television channels and radio stations, newspapers, magazines and web, were often informed on the trade fair news, launches of exhibitors and actions managed by the Grafite Feiras e Promoções press office which, during 12 months, exposed the trade show positively to the entire market.
TRADE FAIR NUMBERS • 130 exhibitors; • 14,233 visitors (CNPJs ); • 14,000 sqm exhibition area; • Over 1,600 people involved in the event organization; • Over 4 million people reached by the communication campaign; • Over 90 thousand invitations distributed; • 280 thousand people reached by the marketing email campaign; • 100% attendance in the lectures; • Over 1.2 million Page views at the website.
Website pages
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SHOW REPORT 2010
Espaço Tendências
Espaço Tendências
In addition to business opportunities, launches and newness of the industry of Christmas items, toys and seasonal festivals in Brazil and the world, the 15th Christmas Fair hosted the second edition of Espaço Tendências, a 600sqm area that showed to the market trends on fashion, colors and styles. This year, the specialized exhibition presented concepts anticipated for the decor industry worldwide. The first concept is the Forest, which reflects the more naturalistic world, bowing for simplicity, leading to a primitive and pure vision. On its turn, the Flowers brings a more romantic trend, a bet on a more playful and youthful concept, having the Liberty floral as its main representative. Finally, the Exotic illustrates a bolder plasticity, where materials are more audacious and their finishes have a strong industrial touch. It is a kind of tribute to technology.
Information area
Trends showcase
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SHOW REPORT 2010
GENERAL INFORMATION Below we present information and opinions of the exhibitors of the 15th Christmas Fair.
Approved by the market:
Loyalty of exhibitors:
89% of the exhibitors would recommend the event
82% of the exhibitors have participated in two or more editions of the trade fair
Only 1
Recommend
2 or more
Do not recommend
11%
18%
82%
89%
Relationship translated into results:
The best deals:
83% of the exhibitors have high after-fair business expectations
91% of the exhibitors consider the trade fair excellent for generating deals
High
Excellent
Low/Indifferent
Regular Bad
8%
1%
17%
91%
83%
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SHOW REPORT 2010
GENERAL INFORMATION Below we present information and opinions of the visitors of the 15th Christmas Fair.
Loyalty of exhibitors:
Guaranteed Result:
72% of the visitors have participated in two or more editions of the trade fair
94% of the visitors have confirmed their present at the 2011 edition
2 or more
Will be
Only 1
Not will be
6% 28%
72%
94%
The best deals:
Booming event:
89% of the visitors seek to close deals and find out new products
94% of the visitors would recommend the event to others
Would recommend
Close Deals / View launches
Would not recommend
Other
6%
11%
89%
94%
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SHOW REPORT 2010
VISITATION REPORT For 15 years, Grafite Feiras e Promoções has developed the Brazilian market of Christmas, toys and seasonal festivals. For each edition, 13 months are devoted to the preparations which turn the Christmas Fair into a unique tool to promote your company, products and business generation, making the same result unfeasible by any other media and relationship action. It is a safe tool to reach your target audience, besides providing a high return on investment level due to the large scale and qualified audience. Representatives of the best shops from more than 760 Brazilian cities visited the trade fair and had the opportunity to find out more your company. In four days, visitors recorded reached the equivalent to 13.7% of all Brazilian cities, in addition to more than 26 countries from all continents. Below we present the visitation report of the 15th Christmas Fair.
Origin State
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
National
2008
2009
2010
13 24 83 175 70 14 45 424
7 32 51 99 28 19 19 255
22 22 116 119 41 16 9 345
152 206 172 81 65 225 38 92 100 1.131
74 118 119 45 52 114 27 45 57 651
106 169 125 69 44 160 41 53 69 836
345 281 120 81 827
191 195 81 29 496
275 280 78 85 718
214 1.072 860 7.290 9.436
117 646 839 8.396 9.998
138 751 673 8.766 10.328
Origin Country Algeria Argentina Bangladesh Bolivia Botswana Canada Chile China Colombia Denmark Ecuador England France Germany Guiana Indonesia Italy Kiribati Malta Mexico Mozambique Netherlands Netherlands Antilles Panama Paraguay Peru Portugal Qatar South Korea Spain Suriname Uruguay USA Venezuela Total
North Region
Northeast Region
Midwest Region
Southeast Region
Total
South Region 740 522 943 2.205
443 661 693 1.797
International
National Visitors Cities International Visitors Countries General Visitation
570 559 729 1.858
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General
2008
2009
2010
14 1 1 3 5 1 1 1 2 2 1 1 3 2 38
6 4 2 1 2 4 1 2 1 1 1 1 1 1 1 11 2 1 1 47 2 93
18 1 1 1 2 8 3 1 2 12 6 3 3 1 8 6 18 13 4 1 2 1 5 25 3 148
2008
14.023 706 38 14 14.061
2009
13.197 651 93 22 13.290
2010
14.085 762 148 26 14.233