EXHIBITIONS
also finished the show in upbeat mood, pleased with prospects. Other international exhibitors, it must be said, were not so enthusiastic. Those without translators undoubtedly struggled, drastically reducing contact potential. A fuller realisation of the challenges presented by Brazil’s substantial import tariffs and complex import procedural requirements also caused concerns. Developing business in Brazil is unquestionably not a straightforward or rapid process. Fastener Fair Brasil, though, provided a time and cost effective way of getting to grips with these issues – and the crucial opportunity to start building relationships and explore, perhaps, potential partnerships. Opening at 1pm the show ran until 8pm on day one and 7pm
For international stands a key success determinant
was clearly whether they had invested in a translator. Only a minority of Brazilian business people speak English, and many others understandably believe that exhibitors should be able to communicate in Portuguese. For many international exhibitors Fastener Fair Brasil represented a concise opportunity to assess a complex market and gain a first hand feel for the distinctive Brazilian way of doing business. In a business culture that requires the establishment of relationships first that is likely to prove a rewarding approach. It was one demonstrated admirably by Belgium’s Dejond, which had a small but well presented booth shared with Titgemeyer. “Our translator has been an absolute essential,” said Annemie van Ockenon the first day. On the second she had begun to evaluate contacts and was able to confirm: “We were not sure what we could achieve at the show. We came to explore potentials and to understand how to do business here in Brazil but I can see now that there are some very definite opportunities for us to follow up.” Pier Giuseppe Montevecchi from Bolognese rivet and tool manufacturer FAR
day two – a strategy justified by the number of visitors still arriving late afternoon and into the evening. Show manager, Candyce Costa, told Fastener + Fixing Magazine she was delighted by the level and quality of attendance. “Everyone is very happy,” she whispered - the organisation of the show, alongside a small and extremely hard-working team from Mack Brooks Exhibitions, finally having taken its toll on her voice. “The quality of the stands was really amazing and I am so grateful for the commitment and support from all our exhibitors. The quality and quantity of the visitors has also exceeded not just our expectations but those of many of the exhibitors.” Mack Brooks Exhibitions has conducted a detailed survey of
all exhibitors. The spectrum of responses will be interesting and, no doubt, influential on timing of the next Fastener Fair in Brazil – the question in the organisers’ mind at the close was clearly ‘when’ not ‘if’. Our own estimation is that, all round, this rated as a
remarkable first show, clearly demonstrating Mack Brooks capability to launch excellent shows at long range. There is no question Fastener Fair has immediately and very effectively been established as a regular event for the Brazilian fastener industry.
Every visitor to the
show received a copy of Fastener + Fixing Magazine Supplement
50 Fastener + Fixing Magazine • Issue 72 November 2011
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