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

Want to make business in Italy? Leverage the Expo experience!

Want to sell to Italy? You know, after more than five years of crisis it seems Italy is finally getting out of the tunnel (no, not the famous Reggio Calabria-Messina one, just a figurative one, the tunnel of GDP contraction) and it’s willing to bloom again.

Are you interested in being part of this?

A very good chance could be to leverage the next year Expo that will take place in Milan. You could check in these months if really it’s the market you want to invest in and plan a sharp strategy to aggress the market and sell more.

So the Expo experience could be a appropriate opportunity to be here, during the numerous gorgeous “fuorisalone” events and meet new clients, state your claims, present you solutions and so on.

Let me suggest you some post that could help you understand which could be the opportunities to consider:

1) what the "fuorisalone" is and how it works to make a statement;
2) 7 suggestions offered by journalist and event expert Elena Puliti to leverage your Expo experience;
3) what food means to Italians and you could benefit to present any kind of product/service you want;
4) the happyhour culture and hw to use it for building leads;
5) how you can combine ideas to make the difference and be noticed during Expo 2015.

This is not enough? You want to know more and understand more about the Italian market, culture, habits, business approach, way to make business contacts, events?

Stay tuned, for new post and  write me paolopugni@gmail.com for any questions, suggestions, hints or collaboration.

See you soon!

The weird way to visit Italy: would you like these different trip to the BelPaese?

Everyone wants to come and visit Italy.

Unfortunately not the way it’s proposed right now.

I mean: you will be delighted by Venice, will love Florence, will be conquered by Rome and will fall in love with Sorrento and Capri. And probably will never forget Sicily.

But.

That’s the usual tour. Would you like to look the backstage too? Take a rest in the backyard and be invited to join the family for a Sunday party with home-made food and nice talks?

Here is the proposal.

The trip with the difference: see me, drink me, eat me, cook me

Would you like to be taken to visit:

-       the wine ways from the Palladio’s villas to the Ville Medicee through vineyards where you ca taste from the barrel the best Italian wines?

-       The monuments and the original food: combine a trip to the best street food in Italy, close to the best places in the BelPaese. Mozzarella di bufala and the Vesuvio, bucatini all’amatriciana and the Colosseo, i fritti in Palermo, the panzerotti in front of the Duomo in Milan.

-       Learn to cook as an Italian housewife: discover the secrete of preparing the main courses of the Italian popular cuisine while visiting the vineyards and the oil farm and the best borgos in Italy.

-       The luxury road: the silk and gold districts close to the lakes in the North.

Would you consider a different way of travelling Italian?

Would you be so kind to rate these ideas and add your dreams?

Help us to plan the best trip to Italy, the one you dream of since ever.

Notice

Due to work overload we have to take a break in posting new articles for a fortnight.

Next new post will be ready for march 13th. To offer you a service that we hope could be appreciated, we have listed down here and will often update some links to previous articles, listed by subject, that you could enjoy reading and that could be helpful.

In the meantime we will welcome suggestions, hints, cue of other posts, news, articles, links that you would like to be discussed on this blog.

Thank you for your patience, please stay tuned and do not forget us!




Italy


Interviews

Meeting

Export

The German shopping

Next post Thursday Feb 23rd

The area around Varese, in the norther part of Lombardy, the region whose capital is Milan, is a sort of foreigner colony.

Many of the companies present there are no more owned by Italian entrepreneurs or shareholders.

Recently Cobra was bought by Blu, a German hedge fund.  And this is just the last one of a long list including BTicino, in the switch industry, Ignis who is now known as Whripool, CB Ferrari and much more.

Why this?

Because this small and medium enterprises can be considered like gold nugget in the present business world. Cobra, to name the last one, is listed at the Italian Stock Exchange market, employs about 450 people and is a market leader in the car antitheft systems.

Germany is a sort of new landlord in this part of Italy, being shareholder of 43 companies, on the podium you can find US (silver medal) with 33 participations and Swiss with 24.

Isn’t this a signal of the quality of Italian companies?

Let's thank Hotel Ungheria, an excellent place to stay while in Varese, for the pictures published in this post

Through foreigner eyes: hetty de Vogel (II)

Next post Monday Feb 20th

Let's go on with the second part of the interview with Hetty de Vogel

Hetty loves Italy, and she talks about our country in her blog, that you can find in her website fully dedicated to the pleasure of Italian gourmandizes, like olive oil, wine and so on.

You’ll fine a short bio, better say her story at the end of this intriguing interview that is aimed to share what Italy appears to be when seen through “foreigners eyes”.

We would like to thank Hetty for her courtesy and warmly recommend you to visit her website!

Which are the main strengths of our people/country?

The strength of Italy and Italians are a lot. They are extremely creative in every front.   If you have a problem, they will find the solution. If your company needs a special product or something not being part of the normal production, they will find a way of how to answer to your demand. They are very flexible and maybe because of their organization of which I spoke before, they have the capability to adapt to every type of situation. Something more difficult to find in Northern Europe. 

And of course, I don't have to forget to mention....the Italian history, the Italian food and culture, the Italian design, its art, music and films. There are really so many things that it's hard not to forget anything.

And which the main weaknesses? 

What sometimes  maybe a strength in other situations becomes a weakness. The flexibility and organization give Italy and Italian companies still an image of "hard and difficult to work with".  

Italian companies should make an effort to break this image;  to show foreign companies that,  with a good mutual collaboration and communication, the business opportunities can be great and very interesting !

Tell us more about your blog: which is its goal? what you want to share with your readers?

My blog and website/shop all started with my great passion for Italy. With my blog I want to share this passion with those already loving Italy, with those longing to learn more about this beautiful country and for those people who are just curious. I mostly blog about Puglia/Salento because this is one of those parts of Italy I discovered some years ago and a region I really love a lot. So much that I decided to make it my work. A part of Italy where traditions and culture are still everywhere.  And then of course its nature..the olive trees, the 2 beautiful seas, its delicious food…In my blog I want to share my passion for all this. I write about thinks I like and notice, curiosities, tradition, places to go and recipes..traditional and modern. I believe that when you blog about something you really love, then this passion can be transmitted to the reader even through such an impersonal thing as internet. My goal is to reach as much people as possible telling them about this part of Italy not very much known yet. On my website, besides the blog there is a part with some information about my suppliers, their products and of course the shop.

You are selling Italian products: how it is to deal with Italian producers as supplier?

Yes, I buy specialties from Salento and Puglia and I sell them through my webstore. Dealing with my suppliers is absolutely great; I have the chance to work with people which are not only my suppliers but they became friends as well. The producers of the products I buy, like Olive Oil, Tapenades and wine are passionate about what they do, and like me, they adore sharing this passion. It are all family companies, like most of the Italian companies. Our collaboration is based on friendship and the will to create a real collaboration and transmission of ideas in order to promote these wonderful products outside Italy.

Hetty de Vogel: I was born in Holland where I accomplished my university studies in Management in 1988.  In the same year I left for Italy, where I have been working as an Exportmanager for 12 years. I've got 2 children and moved to Paris in the meantime. I decided to raise my children while they were still young. Since  3 years I've decided to pick up working again by fulfilling my dream of starting a company of my own; an e-commerce for the sales of Italian products and specialties. 

The first 2 years I've been studying an preparing everything; I found my suppliers, worked out my ideas and since one year I'm online with my website. In my work I combine my passion for Italy with my knowledge and experience....an I put in place everything I have learned and I'm still learning about internet marketing, a really fascinating aspect of my work.

Through foreigners eyes: Hetty de Vogel (I)

Next post Friday Feb 17th

Hetty loves Italy, and she talks about our country in her blog, that you can find in her website fully dedicated to the pleasure of Italian gourmandizes, like olive oil, wine and so on.

You’ll fine a short bio, better say her story at the end of this intriguing interview that is aimed to share what Italy appears to be when seen through “foreigners eyes”.

Since the interview is very detailed and therefore quite long, we will publish it in two separate post.

We would like to thank Hetty for her courtesy and warmly recommend you to visit her website!

How came you were based in Italy?

Actually, I'm not based in Italy, not anymore. I've been living in Italy for about 12 years and now I'm living in Paris. I'm Dutch, I accomplished my studies in the Netherlands and after my graduation I left  for Italy.

Why Italy? Because I've always loved Italy.  Since my childhood, when I went every summer holiday with my parents to Italy.

What do you honestly think of Italy?

It is difficult to answer this question in one sentence. As I said before you can imagine that I'm not very objective. I adore Italy, the Italian people, the culture, its history, the nature, the way of living and of course its food. I can really say that I feel at home in Italy. Anyway, being Dutch with a Dutch education and having lived and worked in Italy and having travelled a lot, I don't close my eyes and I can see some more negative sides of this country.

For example the malfunctioning of the public services, the low salaries in comparison to the Northern European ones, the difficulties for young people to start an independent life without support from their parents

How do you see the future of this country?

In the current unstable economical situation the whole world is in nowadays, it is very hard to tell how the future of Italy will be. I'm not an expert, so it's difficult to make any predictions.

I sincerely believe that Italy and Italian companies have a very great potential and they have such a lot of sources, of culture, creativity and ideas that they can really exploit all.  I'm not only talking about the small and average companies,/industries, but also about individual young people having good ideas and being creative. I think that for one reason or another they don't take advantage enough of everything they have and of all the possibilities there are to create jobs and business. For example internet, internet marketing for the promotion of Italian companies, small and bigger ones, still isn't very much used. 

Which are your hints and suggestions for foreigners willing to make business with Italy and Italian people? and specifically

            a) what to avoid?

            b) what to consider?

Having worked in Italy as an export manager and import manager and now trading with Italy, I can suggest to foreigners who want to start a collaboration with an Italian company to slow down and take their time. I will try to explain my opinion: If foreigners want to work with Italian companies and people, but not only Italy, I believe more generally, when you want to work with a foreign country, you have to know and learn about there habits and most of all adapt yourself to it and respect them.

This means in Italy you have to take your time. Things don't go as fast and quick as they may go in Northern Europe. Business discussions and deals often take place during long "relaxed" lunches rather then from an office. Often stories about their city and region (Italians are proud about there roots), about their family, their holidays abroad, are discussed before getting into the real business.

Italian companies may seem less organized or maybe are organized "the Italian way", but is is just a way of decipher there way of dealing. For example "delivery next week" means maybe next week, but it might be the week after. "There is no way of an early delivery"; just ask again and then they will pick up the phone and do there upmost to speed up things. 

Even if things are changing a bit, Italians don't speak very well foreign languages. The communication might be a bit difficult in the beginning. But with their creativity they find their way of expressing themselves. 

If you realize this and if you take this into account, working with Italy and Italians becomes really pleasant, stimulating and interesting.