Latin American Attendance Growing at NPE2018

Susan Krys, vice president of trade shows and marketing from the Plastics Industry Association (PLASTICS) discusses the importance of Latin American attendees for the NPE2018.

According to Susan Krys, vice president of trade shows and marketing for the Plastics Industry Association (PLASTICS), the participation of Latin American attendees has been very positive since the show moved here to Orlando.

She attributes this in part to the positive growth of the show and also Florida's position as the gateway for business between Latin America and the United States. “From 2012 to 2015, we saw a 7 percent increase in the number of participants at NPE from Latin American countries. We are currently projected to see higher participation than 2015, which is a testament to NPE’s importance in the global plastics environment,” she says.

PLASTICS’ strategy to attract Latin American buyers to the show included a fully-integrated campaign. This campaign included the development of Spanish-language micro-site on NPE.org that provided messaging on why Latin-American audiences should attend the show. Also, PLASTICS formed partnerships with seven publications to publish ads and digital information in Spanish and Portuguese-languages.

“Finally, we worked very closely with both the U.S. Department of Commerce’s Commercial Service and their International Buyer Program, as well as working with the Embassies in Washington, D.C. for Latin American countries to push international registration among delegations coming to NPE2018. This personalized outreach was far more expansive than in years past and what really helped drive registration in a climate where international attendance to other American trade shows has seen a dip,” says Krys.

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