The key to success in Latin America?
A strategic mix of mass marketing, relationship marketing, digital marketing and high value-added services.
Direct marketing is vital for boosting the visibility of shows. But nothing beats direct contact and networking for attracting exhibitors and visitors. Paper mail shots are still recommended in some countries, like Colombia. In other countries, like Venezuela, the preference is for attractive, interactive newsletters. Newsletters can prove even more effective if followed up with a phone call. And taking it a step further, the local offices major on face-to-face meetings: they attend local events to meet professionals or organise info and networking events with partners and prominent speakers.
These events are a great opportunity for encouraging professionals to visit shows and organise delegations. Do not underestimate the importance of support from highly influential associations and federations. Media relations and purchasing ad spaces are further activities that may be offered, where these are pertinent for the sector in question.
Other popular services
To better entice and satisfy distant visitors, the Latin America teams provide value-added services, designed to complement visits to shows: liaising, tailored meetings, translation services, travel packs etc. At Pollutec 2018, for example, twenty-two Chilean institutions enjoyed a fantastic programme, including an official visit to Saint-Étienne town hall and meetings with Suez et Plastic Omnium.
For several years now, the local offices in the Latin America region have been using social media and engaging with influencers. Venezuela’s network of e-partners, for example, has over 50,000 followers. The most popular social media in the region are Facebook, Twitter, LinkedIn and Instagram, but usage varies by country and by sector. Offices’ local websites are also a great promotional tool.