Data from Ubrafe show that optimism has returned post-pandemic, with 1,500 events expected, which will inject R$14 billion into the SP economy
Stay alive! The promotional marketing market, increasingly hybrid and 360, remains alive and recovering the breath lost during the fateful Covid-19 pandemic, which turned on the warning signal for the sector hardest hit in terms of business volume.
If the first half of 2023 already brought encouragement, the second promises even more. Not only due to major events such as The Town and Tomorrowland, for example, but the opportunities generated for agencies and brands on dates such as Parents, Children, long holidays, Halloween, Black Friday, Christmas and New Year.
The trade’s optimism is confirmed by data from Ubrafe (Brazilian Union of Fairs and Business Events). Last August, the entity recorded a 100% increase in fairs compared to the same period in 2022.
Barmetro Eventos B2B points to a total of 140 events held in the City of São Paulo last August, 35 of which were in the fairs segment, a record number since the beginning of 2023. The increase contributes to achieving the expectations presented by the entity, which predict, by the end of the year, around 1,500 large B2B events, generating R$ 14 billion in the city’s economy, explains Ubrafe, which confirms the holding of 815 events in the first eight months of 2023, with around 4 million of visitors.
Our economic expectations for the second half of 2023 in the city of São Paulo, based on Barometer projections and observed movement, are for an economic impact of at least R$7 billion, predicting, on average, 700 major events size and 5 million visitors expected at these B2B events and fairs, points out the executive director of Ubrafe, Paulo Octvio Pereira de Almeida, who adds: Hybrid events, in-person and virtual, are already a reality in the sector. Knowing how to take advantage of technology to expand audiences through digital tools is the big challenge. Because, as in-person actions are on the rise, there may be a certain accommodation on the part of event organizers in not carrying out these additional virtual activities and this would be a mistake in our view. On the other hand, in-person events are on the rise around the world. People are valuing these immersive experiences more than ever. The Town is the tip of that iceberg. There are a series of B2B events being implemented, but, as they are events with a controlled audience, they do not have the same visibility as a large festival, but they are a trend for everyone.
Anticipating the agenda is another recommendation from Paulo Otvio. In his opinion, the greater the advance, the greater the efficiency. This was the great learning from the pandemic, he summarizes. Fairs and conferences take into account the commercial calendar, that is, they tend not to occur at times of year-end festivities and school holidays. In this sense, the calendar of B2B events until mid-December is absolutely complete. It is difficult to find a date to hold events in São Paulo during this period. In-person and immersive experiences are the Holy Grail of live marketing. Knowing how to make correct and relevant activations is also part of the segment’s challenges. Doing the obvious doesn’t take any brand anywhere and doing the obvious comes up against brand compliance. This is an issue to be discussed, argues Paulo Otvio.
On the other hand, Ampro (Promotional Marketing Association) is seeing the arrival of new players for live marketing in the post-pandemic period. In the words of Heloisa Santana, executive president of the entity, business transformation is the key word in 2023. To consolidate the business, since the 2nd quarter we have resumed the associate benefits program offering products and services in favor of its operations. In 2023, we will have around 40 partnerships ranging from education, events, event services and incentives. These are special and differentiated conditions for members. In addition, we have significantly grown our membership in the supplier category, she notes.
We realize the importance and growth of live marketing for brands, regardless of size/segment. Live marketing experience! live! It touches the consumer. It helps to move the needle on preference and immediate purchasing decisions, with trade tools, promotions, in addition to building loyalty and spreading the brand, via the consumer’s voice. However, we cannot fail to reinforce that it was one of the markets that suffered the most consequences from the pandemic, as it was the first to stop and one of the last to resume/reheat. We also identify practices that go against the entity’s premises, such as job-to-job competitions; competitions with more than 3 agencies in the process. And payment deadlines, which sacrifice the operations of the companies that carry out the projects. In short: there was a recovery with creativity, innovation and plurality. However, there is room to tighten market practices, explains Helosa.
Ampro wants to consolidate its agenda with the pillars of education, regulation, institutional reputation and business. And reinforce the entity’s objectives and intentions, through a united group for three decades, with regional presence, to defend, preserve and create innovative services. Everything based on ESG premises. We are proud to bring to the market that Ampro is governed by a team of around 100 professionals, 45% women and 55% men, spread throughout Brazil. Our mission is to defend the interests of the live marketing sector, in a sustainable and purposeful way. Live marketing helps move the needle on immediate purchase decisions, trade, promotions, in addition to building loyalty and spreading the brand, via the consumer’s voice. We saw digital innovation up close, not only at events, but throughout the sector chain, explains Helosa.
Read the full article in the October 9, 2023 edition
