DANISH PRO AUDIO IN BRAZIL 2013 KNOWLEDGE- & RELATION BASED EXPORT PROMOTION INVITATION

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1 DANISH PRO AUDIO IN BRAZIL 2013 KNOWLEDGE- & RELATION BASED EXPORT PROMOTION INVITATION 1 Danish Pro Audio Excellence in Brazil 2013

2 INVITATION: DANISH PRO AUDIO PROMO IN BRAZIL 2013 We invite a limited number of leading Danish Companies in the Pro Audio Segments to participate in a supported export promotion, targeting the Brazilian Pro Audio Markets. Core elements are 1. Research, mapping and marketing towards pro audio target groups 2. Event (2 days) with training, demos and exhibitions in Sao Paulo (optional Rio a.o.) 3. Individual meetings and consultations 4. Follow up including option of receiving Brazil delegation in Denmark Time: August-September 2013 Place: Sao Paulo & optional other Cities. We will seek to combine the export promo with academic exchange and collaboration involving Danish and Brazilian universities, levering the status as well as enhancing innovation aspects. Planning will be made during April-May 2013 with the assistance of the Danish General Consulate, The Trade Council and The Danish Innovation Center in Sao Paulo. Join the Danish Sound Innovation Network in Brazil the worlds 5. Largest economy and growing market The working Group Flemming Madsen, Danish Sound Innovation Network Mikael Vest, NTP Dorit Larsen, Loudsoft 2 Danish Pro Audio Excellence in Brazil 2013

3 BACKGROUND 2012 PROMO A delegation composed of 6 Danish companies, TC, DPA Microphones, Danmon Group, NTP, Loudsoft and Pascal Audio, attended AES BRAZIL EXPO 7-9.th of May 2012 with a common stand. Leads were obtained; business meetings and product demonstrations were held. Meetings with key persons and organizations gave a comprehensive general overview over Brazil as export market and its trading conditions as well as specific insights in the pro audio sectors and broadcast industry. A market intelligence report on the pro audio market was distributed to the participants. The Danish Sound Innovation Network coordinated the delegation and met with several audio relevant university units to uncover the academic potential for collaboration. The general conclusion was that the delegation was a success measured on orders, leads, contacts and insight gained, of course varying among the participants. BRAZIL PRO AUDIO MARKET: GENERAL IMPRESSIONS Brazil is an attractive market for pro audio with a lot of unrealized potential for Danish exports The industry of broadcasters and numerous live venues represents a huge and rising demand The tax system and import customs represent a challenge. We must investigate and implement optimal business models for exports and trade There is specialized audio research and education on higher (university) level with several centers Danish government growth strategy for Brazil supports increased efforts and individual support for the companies as well as university collaboration STRATEGY 2013: KNOWLEDGE AND RELATIONSHIPS The Brazilian pro audio sectors express a need for knowledge and training along with high-end products and services. Secondly the pro audio buyers and suppliers seem to require a personal relationship with trading partners in order to unfold their full sales potential. We combine the two factors in Knowledge- & Relationship Based Export Promotion. The strategy is to combine the offerings of academic knowledge and practical skills with commercial product promotion, while the targets are to: Achieve increased awareness among professionals and decision makers Build & strengthen personal relationships Make Danish Pro Audio Products and Services preferred choice among professionals Improve companies and brands position in the Brazilian market and increase sales Business Development Opportunities and Ideas Educational Initiatives A good way for participating companies to strengthen its presence in Brazil is through education. It serves the following objectives: - It puts you in regular contact with customers without it being a hard sell - It positions participating companies as a place to go to for knowledge and advice - Joint initiatives or those done with third parties widens your number of contacts - It separates you from companies who are just suppliers Business Intelligence Report 2012 on market opportunities in the Brazilian Pro Audio Market 3 Danish Pro Audio Excellence in Brazil 2013

4 LARGER IMPACT AT LESS COSTS FOR THE COMPANIES The event will be a sophisticated and targeted marketing effort with larger impact at less cost, compared to traditional marketing instruments and campaigns. This is due to the possibility for building up more deep relations through learning situations that will establish a knowledge platform among Brazilian pro audio sectors, based on Danish products and services. VALUE CREATION FOR PARTICIPANTS Of course we cannot guarantee common outcome of the promo. But here are our success criteria: 1. Improved relations and network for each participating person (also Denmark!) 2. A better market position for each participating company 3. Increases sales 4. Access to a better business modes for dealing with the Brazilian Pro Audio Market For university partners and the network itself, the goals are somewhat different including 5. Increased exchange and collaboration between universities 6. Preparation and initiation of common research and innovation projects THE CONCEPT: DANISH PRO AUDIO EXCELLENCE CONFERENCE & SEMINAR A TWO DAY EVENT WITH WORKSHOPS, SEMINARS, PRESENTATIONS AND PRODUCT DEMOS In collaboration with AES Brazil, relevant industry and academic partners, we shall target the pro audio sectors, technicians, engineers and decision makers. Content: 1. Academic lectures & seminar - Research based knowledge and papers from Brazilian and Danish Universities 2. Advanced Skills Teaching and workshops DK companies addressing products/tools and the technologies behind in skills-oriented business cases. 3. Trade show & demo studios - product exhibition & demos at the venue. The event will be marketed intensively towards the target groups through industry networks and partners. Seen from the companies side the event will be a sophisticated and targeted marketing effort with larger impact at less cost, compared to traditional marketing instruments and campaigns. This is due to the possibility for building up more deep relations through learning situations that will establish a knowledge platform among Brazilian pro audio sectors, based on Danish products and services. 4 Danish Pro Audio Excellence in Brazil 2013

5 TARGET GROUP AND MARKET ANALYSIS The preparatory phase must conduct an analysis of the target groups, their size and organization in order to dimension the event correctly and enable efficient marketing and communication to priority groups. Direct mail, personal invitations and co-production with relevant organizations are means. See below for target group and value chain matrix. Target groups Pro Audio Market value chain Technology & University domains Broadcast TV Radio Acoustics Recording AV, Film & Music studios LIVE PA Rental Producing companies Broadcasters, Studios & Venues Installers, Advisors & Contractors Distributors & manufactures DSP Electro Engineering Installations End Users & buyers Advisors & solution suppliers Partners Media & Communication Personal level Technical Management & Staff Audio Engineers - Decision Makers in Companies Academic staff & students ACTION PLAN Phase 1 Spring 2013 Research on business models, market trends, good practice Planning visit to Brazil. Testing concept, identifying partners, venue and confirming strategy, dates etc. Financing & budgets, recruitment and commitment Program compilation and contracts Phase 2 Direct marketing & advertising Summer/Autumn 2013 Danish Pro Audio Excellence Event 2013 Individual match and business meetings with key companies Phase 3 Follow up Autumn 2013 / spring 2014 Visit from Brazil delegation 5 Danish Pro Audio Excellence in Brazil 2013

6 Two major events in the broadcast sectors are taking plane simultaneously in august It is an option to make those the center point of the Danish promo including common Danish stand. Please also see enclosed presentation. ORGANIZATION AND EXECUTING The Danish Trade Council in Sao Paulo assists with parts of research, planning and execution. Brazilian contractors can be brought in on production. Coordinator: Flemming Madsen, Danish Sound Innovation Network Tel: KEY COLLABORATIONAL PARTNERS: THE DANISH CONSULATE GENERAL AND THE DANISH INNOVATION CENTER IN SAO PAULO Sao Paulo is the de facto economic power centre of Brazil, its trade and finance. In the center we find the Danish Consulate General with a competent staff of Danish and Brazil advisors in the trade Council. Useful information can be found here Consul General: Nicolai Prytz The Consulate also is the home of the Danish Innovation Center, serving as access link to universities, research, technologies and market for Danish universities and knowledge intensive companies. Head of Innovation Center, Sao Paulo: Anders Ødegaard Christensen. 6 Danish Pro Audio Excellence in Brazil 2013

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