On 23rd June Fiera Milano was invited to the members’ meeting of UCIF (Italian surface treatment equipment manufacturers' association), itself member of ANIMA - Federation of the italian associations of mechanical and engineering industries.

UCIF represents over 70% of Italian production of coating machines and systems, in a sector that employs more than 3000 people in Italy, with annual turnover above 500 million Euro and a consolidated export quota of 39%. From the meeting, it emerged that Italy’s trade fair market is one of the most dynamic at international level: it reflects our economy’s strong leaning towards exporting, with centres of excellence especially in capital goods.

Fiera Milano, in the person of its Sales Manager Roberto Foresti, underlined the importance of effective marketing in preparing to take part in a trade fair. “From planning the booth to the product presentation, including staff preparation and the communication plan”, Foresti said, “effective participation in a trade fair is achieved from a long way off, as for any properly managed business investment.” So success depends on getting the objectives right, from a skilful combination of actions and from the involvement of a variety of people.

Having analysed the trade fair situation, the meeting went on to discuss the objectives that should underlie participation in a fair event and expected benefits, endeavouring to optimise direct and indirect results.

Fiera Milano news n.27 - july/august  2010