São Paulo – The Brazilian Export and Investment Promotion Agency (Apex-Brasil) expects to more than triple the business turnover generated during the 2014 Carnival Project in relation to the 2013 edition of the event. Last year, participating companies generated an estimated US$ 104 million in business, and this year’s edition, to be held from February 24 to March 11, has the potential to reach US$ 340 million in exports during the 12 months counting from the start of the program.
The project exists since 2009 and consists in inviting importers from different countries for business meetings in Brazil, ending with the samba carnival parade in Rio de Janeiro, at the agency’s box. “It is a type of platform that helps sell Brazilian products,” said the Relationship Marketing executive manager at Apex, Jacy Braga.
According to him, the program’s differential is indeed the fact that it is tied with the unique Brazilian carnival festivities, that is, foreign entrepreneurs visit Brazil not only for business, but also to see a cultural particularity. Obviously it is not the only one since, as well as the parade, they will try typical foods and beverages, listen to the music, etc. “It is our Brazilianity turned to business,” observed Braga. This type of action is what he calls “relationship marketing”.
For the 2014 edition, 314 people from over 50 countries were invited, according to Apex. They are importers and “opinion makers”. Among them are representatives from Arab companies in Algeria, Morocco, Jordan, Kuwait, Egypt, Oman, United Arab Emirates and Saudi Arabia.
The main thing this year, however, is on the Brazilian side, which involves 45 companies and 27 sector entities. Previously the project was organized only with associations, which defined the agenda and invited the participants. Now the agency has opened space for the companies to do so individually and, consequently, has expanded the number of participants. Hence the expectation for more business.
The schedule varies according to the company or entity and may include business roundtables, technical visits, lectures and seminars, in a total of 159 activities around the country.
The initiative is promoting goods such as foods, beverages, pet accessories, software, biotechnology, medical, dentistry and hospital equipment, medication, cosmetics, jewelry and costume jewelry, shoes, textiles, sporting equipment, machinery, electronic devices, plastic, construction materials, furniture, handicrafts, works of art, as well as services such as design, TV productions, and franchises, among others.
The project is organized by Apex with the participating companies and entities. According to Braga, the companies are responsible for identifying prospect importers and covering travelling expenses.
*Translated by Silvia Linsey
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