Could the Expo“fuorisalone” be the chance you are looking for to penetrate the Italian Market?

Why could Expo Milano 2015 a good way to penetrate the Italian market and make a statement to assess your position in Italy? In the recent post I suggested the reasons why Expo could really be an efficient breakthrough to land profitably into our marketplace.

Today I'd like to discuss of one of the most common and loved habits that could really be easily used to set a presence. 


Expo 2015 will especially means “fuorisalone” for the company willing to value the huge number of people that will visit Milano and the high level of international interest that the Expo will raise.

What “fuorisalone” actually stands for? 

It’s an habit that was introduced by the furniture and design exhibition: the idea was to leverage the presence of a lot of people –buyers, journalists, opinion leaders or just curious- in town to organize event not necessarily directly linked to the fair but able to raise attention and promote a brand.

The idea was successful and right now the “fuorisalone” events are even more relevant and powerful that the exhibition itself.

So Milan is used to happy hours, party, conferences, shows that will gather a lot of people or just the lucky few that have been invited to join the gala and the model has been reused and renewed several time.

The Expo will last six months: it’s unbelievable that a company could hold a boot for that long. Therefore the “fuorisalone” events could be the best chance to catch the people you have aimed to and make the noise you want and need to be remembered.

What to learn more?

Stay tuned!

Leveraging your Expo 2015 experience: Elena Puliti's 7 suggestions

Elena Puliti is an italian journalist and writer with a specific and relevant experience in supporting companies to develop a reputation in the media through the organization of events and spreading of news. I asked her to share with you her knowledge. My focus was on how leveraging Expo 2015 to set a strong presence in Italy.

1.     How the Expo could really represent a good chance?

The Expo 2015 is an international showcase in which each company will be able to deal immediately with all markets. But most of all will be the occasion of economic exchanges between countries with essential conditions of cultural, social, technological and environmental differ.

2.     Which kind of industries are you suggesting will get the most from being here?

The companies that have interest in participating in the Expo are those that may be concerned with Italian cultural and culinary traditions, but who also have an interest in making known their products on the European market

3.     What will “fuorisalone” mean during the Expotime?

T  'Fuorisalone' is a calendar of events that take place during the Expo but are located in different places in Milan. They are events that will be in strategic places and typical of the city and directly involving a chosen audience and selected based on a deep knowledge of the area

4.     What should a foreigner company absolutely know about Italian culture and way of life?

Foreign companies that will overlook this event will know the tradition of Made in Italy, ranging from fashion and luxury to the traditional cuisine that is based on the genuineness of the products.

5.     How can a professional like you support these companies? Which will be their advantages?

My task will be to show the reality of the Italian territory. Also I can take care of creating a showcase for the company within the Fuorisalone. The advantages are low cost to be present within the Fuorisalone EXPO, a program that events which take part in cultural exchanges and trade, and the possibility of having a stay organized in every detail

6.     Which guidelines would you suggest to follow?

The company that chooses to participate in the Expo must be present in the area with events involving the local population and have an experienced public relations linked to the city.

7.     Which the mistakes to definitely avoid? 

The most common mistake is to rely to a large agency that considers the foreign company just a number. What I strongly recommend is rather have a person of trust that is present in all respects