Segment professionals express optimism about the power of the tool to generate experiences in the consumer journey
The impact on the Brazilian economy of the live marketing segment includes several metrics. However, if analyzed only from the perspective of the corporate events sector, according to Ubrafe (Brazilian Union of Fairs and Business Events), the city of São Paulo alone generated R$ 9.3 billion in 2023 with 7 million participants and 1,286 activities.
Of course, the capital of São Paulo is at the top of this ecosystem, but the interior of the state is also robust with the Festa de Peão de Barretos and similar events, as well as, for example, Agrishow, a reference in the trade. Apart from what happens throughout Brazil, which is a party country.
The Rio de Janeiro Carnival is a mine of action for the segment, with a consistent economic impact, capable of generating more than 600 thousand direct and indirect jobs. Before the pandemic, in corporate projects, with more than 50 economic niches, revenue reached R$930 billion.
In 2021, live marketing (activation, incentive, promotions, trade, etc.), according to Ampro (Promotional Marketing Association), raised around R$50 billion. The entity promises a 2023 balance sheet for the month of August with details of the performance of specialized and associated agencies.
The pandemic brought a reduction in business. The activation of Perse (Emergency Events Sector Resumption Program) in 2021 gave momentum and the sector is trying to postpone its end. And now? What to expect from this shitological tool? Technology is here to stay, as Breno Ferreira, VP of experience at DM9, explains.
“The live marketing market in Brazil has seen a significant increase in demand in a highly competitive environment, where brands are looking for increasingly creative ways to stand out, impact and engage consumers, in addition to converting sales. Strategies such as live events, immersive experiences and brand activations are understood as effective ways to connect with the target audience. Furthermore, the adoption of technological solutions further expands opportunities. In this context, live marketing stands out, using technologies such as augmented reality and artificial intelligence to create sensory connections and/or offer deep insights into human behavior.”
The recovery continues, as assessed by Paulo Octavio Pereira de Almeida, CEO of Ubrafe. “The year 2024 has the characteristic of being the first post-pandemic with several launches of new business fairs (Gamescon, as an example), in addition to the reopening of the main event venue in Latin America, now in June (Anhembi district) . With these two factors, innovation with new launches, and new venues available to event organizers, we are firm in the expectation that we will grow 20% compared to 2023 numbers.”
The Group, owned by CEO Fernando Guntovitch, remains optimistic and highlights that the close relationship with its customers helps to activate business planned on the agenda, such as presence at Agrishow, for example, and new projects. In April, it organized a relationship event for Vortx, a client of the agency in the financial sector.
“It was an outdoor event at the Autódromo de Capuava, in São Paulo, 100% with electric cars. A true sustainable experience, which combined the best of technology with the talent of human expertise”, highlights Guntovitch. “I have my radar on ‘great outlook for 2024’”, he adds.
Read the full article in the printed edition of May 27th
