Hering, Paramount and Bia Brazil take part in IndyCar project

On May 4 and 5, São Paulo hosted another leg of the IndyCar race. Apex-Brasil (Brazilian Trade and Investment Promotion Agency) decided to use the race to execute relationship building initiatives between Brazilian exporters and their international clients. Abit was among the twelve trade organizations supporting the initiative, which included attendance by 41 Brazilian companies and 160 foreign companies from 47 countries. Through Texbrasil (Brazilian Fashion Industry Export Program, developed by the Association in partnership with the Agency), the Hering, Paramount and Bia Brazil companies were at Anhembi.

Hering took credit for dressing all of the Apex-Brasil fans who were there and even brought twelve foreign buyers to the street track. The Agency’s employees were wearing orange with uniform polo shirts from Paramount, while the receptionists showed off their Bia Brazil produced looks. The marketing done by the companies was carried out at an area set up within Anhembi.

Mauricio Borges, the President of Apex-Brasil, highlighted the importance of the project: “On the São Paulo leg, we will intensify relationship building and business promotion activities. To reinforce our commitment to the Brazilian exporter, the area dedicated to IndyCar Project initiatives was expanded and various meeting rooms were also added so that the entrepreneurs could hold private business meetings over the weekend.” This innovative business platform, based on relationship marketing, is expected to bring in exports of over US$ 180 million in Brazilian products and services in the next year.

For Borges, the IndyCar Project uses marketing to consolidate business for Brazilian companies and enhance relationships between exporters and their foreign clients. “Through this initiative, we are able to keep those clients we already have and grow the possibility for carrying out new business at a moment of increasing international competition,” he added.

Created in 2009, the IndyCar Project has shown better and better results in fostering exports of Brazilian companies. That year, US$ 340 million was generated in business. In 2010 and 2011, the results from Brazilian companies participating in initiatives were US$ 589 million and US$ 897 million, respectively. In 2012, this figure reached US$ 1.1 billion.