Comunicações de imprensa - Macef - Salão Internacional da Casa

Milan, 11 June 2008

Targeted promotional activities in no less than 17 countries in Europe, Asia, Africa and America

The world is at home at Macef
for those who sell and those who buy

Direct marketing actions, delegations of buyers, promotional activities on the web. Macef September 2008 (fieramilano 5-8 September) is aiming above all at internationalization, and in this context has initiated numerous contacts to maximize the show’s foreign component, with regard to both exhibitors and visitors.

Foreign exhibitors will be around 540, 30% of the total. It is a significant result that confirms how interesting the Italian market is considered by international companies in the home sector, despite the consumption crisis which is affecting Italy along with all the main European countries. The exhibiting companies come mainly from Europe (France, Germany, Spain...), but there are also major Asian and South American exhibitors who offer their “style” – which here mainly covers the ethnic market – and try to establish lasting business contacts with Italian distributors.

The promotion programme touches no less than 17 countries (Benelux, Brazil, Canada, Egypt, France, Japan, Great Britain, Greece, Hong Kong. Mexico, Poland, Russia, Spain, Tunisia, Turkey and the USA) involving local operators and organizers, but above all using the network of local Italian Chambers of Commerce, ICE and Promos, the Milan Chamber of Commerce’s special agency for international activities.

“In the principle countries, we are creating and implementing important databases - explains Gianni Malatesta, Marketing Manager for Fiera Milano International and Macef – because we believe in the advantages of one-to-one. In fact we approach the so called prospects directly, offering them personalized operations, not so much to sell space or organize a visit as to offer ourselves as a business partner, to cooperate in the development of these companies’ business.”
The promotional tools used cover the entire range of media, from interactive (advertising banners on the institutional sites most visited by operators) to direct meetings (with buying deciders), printed matter (advertisements in the leading international specialist journals) to direct involvement through participation with a special desk at the major international fairs.

“In particular – continued Malatesta – we are expanding the focus already initiated last year with the BRIC countries (Brazil, Russia, India and China). They are four sources which are now considered strategic not only by Macef but by the entire Italian manufacturing system for the development potential that these markets represent for all our exports. And of course we are taking advantage of the great opportunities that opened up some months ago with the agreement between Fiera di Milano and the Deutsche Messe (Hanover Fair), which led to the constitution of a joint venture which became immediately operative and is already supplying significant results with regard to the marketing and visibility of the Macef brand.”

Press Office

Simona Musazzi
Tel. +39 02 48550469
Email: smusazzi@fmi.it

Caterina Zambelli
Tel. +39 02 48550334
Email: czambelli@fmi.it

Communications Consultant
Paolo Mastromo
Tel. +39 02 48550407
Email: paolo.mastromo@gmail.com

Fiera Milano Spa Press Office
Rosy Mazzanti
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Elisa Vittozzi
Tel. +39 02 49977456

Edelman
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Lea Iervoglini
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