Anuário Brasileiro do Setor de Locação de Veículos | 2019

129 2019 Anuário Brasileiro do Setor de Locação de Veículos Brazilian Vehicle Rental Sector Yearbook Positive experiences W hether for end consumers or the trade, shows and corporate events are helping to consolidate Brazil as a platform for positive experiences in terms of new knowledge, relationships and - above all - business. This is what Luiz Bellini, product manager at Reed Exhibitions Alcântara Machado - a world leader in events and responsible for the São Paulo International Motor Show - believes. The vehicle rental sector, in partnership with Reed and ABLA, has taken part in the three most recent editions of the Motor How, having its own booths at the events. Bellini endorses the widespread phrase in the marketing world, that “content is king.” He points out that Reed has adopted the propagation of technical knowledge, with arenas of knowledge in its trade shows. It also focuses on the general public. The International Motor Show had over 130 speakers and offered 100 hours of content for almost 7,000 visitors. For exhibitors, content projects open up two opportunities. Bellini explains, “First, to provide content in talks, workshops, shows and attractions, offering the public experiences and having a positive impact on the relationship with visitors.” He goes on: “Second is the possibility of working on brands via sponsorship, support and merchandising in these spaces.” The Reed manager also stresses that it is critical to measure both financial results and satisfaction. Indicators such as the likelihood of visiting the event again are as applicable, in Bellini’s view, as content projects. Bellini adds that structuring of content at Reed fairs is here to stay. “Each event in 2019 will have one or more content projects, whether in arena, conference or demonstration format. Our focus is on offering new developments for exhibitors and visitors, proving them with new experiences,” he concludes.  The International Motor Show brings automakers, rental companies and qualified content together in one place. Automóvel, que em 2018 concentrou mais de 130 palestrantes e 100 horas de conteúdo, dirigido a quase sete mil pessoas. Para os expositores, os projetos de conteú- do abrem duas oportunidades. Conforme explica Bellini, a primeira é “expor conteúdo em palestras, workshops, shows e atrações, levando assim mais experiência ao público e repercussão positiva na re- lação com os visitantes”, afirma. “E a outra é a possi- bilidade de trabalhar a marca por meio de patrocínio, apoio e merchandising nesses espaços”. O gerente da Reed acentua ainda que é funda- mental medir os resultados, sejam os financeiros, como também os de satisfação. Indicadores como a probabilidade em visitar o evento novamente igual- mente se aplicam, no entender de Bellini, aos proje- tos de conteúdo. Para Bellini, a estruturação dos projetos de con- teúdo nas feiras da Reed veio para ficar. “Cada even- to em 2019 terá um ou mais projetos de conteúdo, seja no formato arena, conferência ou demonstra- ção”, adianta. “Nosso foco é trazer novidades para o expositor e para os visitantes, fazendo com que ambos, juntos, vivam experiências inéditas”.  Luiz Bellini Gerente de Produto da Reed Exhibitions Alcantara Machado Product Manager at Reed Exhibitions Alcantara Machado © Divulgação REXAM