Issue link: https://tradeshowexecutive.epubxp.com/i/65565
INTERNATIONAL NEWS Continued from page 19 applied our international sales capabili- ties. Most of all, we've been able to grow these events because at Reed we are focused on the customer. Tat's where we start and end every day." Indeed, under Reed's management, the MG Media events have grown a com- bined 44% in terms of volume since the acquisition in 2009, said Burchett. Among RXAM's largest shows are the Te Auto Show (Salao do Automovel) and Agrishow (AGRISHOS). In 2012, Te Auto Show is expected to be more than 50,000 nsm (more than 530,000 nsf), and the Agrishow more than 205,000 nsm (more than 2.2 million nsf). Te biennial trade and consumer auto show attracted more than 750,000 attendees over 11 days in 2010. "We have to change the carpet twice during the event because it wears out from all the traffic," said Burchett. Lessons Learned Growing a trade show company in an emerging market can be a daunting task, but Burchett said Brazil has been a great place to do business. "It was a very attrac- tive market five years ago, and it contin- ues to be strong today," said Burchett. But, he warns, "You need to have patience and respect the culture." Burchett, who does not speak Spanish or Portuguese, uses translators for negotiations, and he said the company has been hiring more local managers who speak English to facilitate stronger cross-border synergies with the global company. "You need to have talent, and that talent needs to be local in my opinion. Tey know the market well, and we can teach them about Reed's culture and how we do business." So what's next for the company? "Our goals for acquisition in Brazil are focused on strategic value. We already have the scale necessary for market leadership. Now, we are working a long-term plan with a clear understanding of where we want to play and how we intend to win," said Burchett. Reach Chet at (203) 840-5942 or cburchett@reedexpo.com Growing like a Weed. The Agrishow (AGRISHOS), one of RXAM's largest shows, is expected to be more than 205,000 nsm (more than 2.2 million nsf) in 2012. 20 May 2012 | Trade Show Executive