L'Italo-Americano

THURSDAY, OCTOBER 19 2023 www.italoamericano.org 28 L'Italo-Americano LOS ANGELES ITALIAN COMMUNITY " The U.S. market is made up of discern- i n g , u p s c a l e c o n - s u m e r s w h o a r e always looking for something new. Nexxt Expo is a trade show that was creat- ed to introduce the American public to the real made in Italy." These are the words of Lorenzo Lisi, councilor of the Los Angeles Comites since 2021, appointed chair of the Entrepreneurship and Trade area, and one of the organiz- ers of Nexxt Expo. After a successful first edition last year, the event returns Oct. 19-22 at Crafted at the Port of Los Angeles in San Pedro. B o r n i n F l o r e n c e , a f t e r pursuing studies in the field of economics, Lisi obtained ministerial authorizations to operate in the field of credit and financial investments. In 2016, he moved to California where, today, he holds posi- tions as General Manager and partner in major American companies in the food, real estate, and fashion sectors. For them, he takes care of the administrative and commer- cial sides of business. As a r e s u l t , h e e s t a b l i s h e d U S Company Advisor, designed to be a focal point for foreign investors looking to optimize their taxes and go global. "Nexxt Expo is an interna- t i o n a l e v e n t t o p r o m o t e 'Made in Italy,' featuring the participation of Italian com- panies from all sectors. These c o m p a n i e s w i l l h a v e t h e opportunity to sell their prod- ucts at a large-scale event. However, with this expo, we aim to confront Italians with the harsh reality of the local market." What kind of activities h a v e y o u o r g a n i z e d t o help companies in this regard? Companies will have the o p p o r t u n i t y t o m e e t w i t h large distribution chains, i m p o r t e r s , b r o k e r s , a n d industry operators, making use of a customized calendar of appointments. The fair will be housed within dedicated premises, designed and built to host a great celebration of 'Made in Italy' with events, entertainment, and confer- ence rooms that will host debates delving into market i s s u e s a n d o p p o r t u n i t i e s . There will be seminars held by important representatives of the most successful Italian Export sectors. The interna- tional credentials of the Nexxt exhibition event are evident: the first edition of the event guaranteed that at least 8% of visitors would be of foreign nationality, and at least 4% would be from countries out- side the European Union. What are the difficul- ties of entering the Amer- ican market? The American market is sectoral, very competitive, operating with its own laws. To do business in the US, it is c r u c i a l t o h a v e a m a r k e t vision that aligns with the American modus operandi for trade. The US has become a strong player in the global m a r k e t d u e t o i t s u n i q u e approach to trade and there- fore seeks partners who share a similar vision. What is the biggest dif- ference? Italians are very focused on the products and the ser- vices they want to offer. They focus on quality and their vision of products which, from their point of view, is the best in the world. Ameri- cans, on the other hand, ask y o u , " W h a t a r e y o u r strengths? Do you know the other competitors in your industry? Why should I buy your product?" Often these questions are not answered by Italian companies in the U.S. market for the first time. If you sell a product that you think is the best, you need to know why it is the best and why it is worth paying more for. What is the first thing Italian companies need to know? You need to come here prepared, especially since you're starting with an initial investment that can't be over- looked. It's crucial to conduct thorough market research and have comprehensive doc- umentation and brochures in English. C a n w e t a l k a b o u t a m a c r o - m a r k e t o r a r e t h e r e d i f f e r e n c e s between states? There are big differences. Precisely for that, starting in May, we will be organizing an expo in Boston due to the substantial difference in the two biggest markets, which are located on the East and West coasts. Although the contrast between the markets is significant, the primary challenge in the industry aris- es from the high logistics expenses that are primarily determined by the distances. These expenses can be very high in America, and if not managed correctly, they may exceed your profits. W h i c h s e c t o r s a r e looking to enter the U.S. the most? The technology sector is in high demand, and many Ital- ian companies are at the fore- front of innovation. While the food and beverage industry is t h e m o s t w e l l - k n o w n , w e have also received inquiries from professionals and law firms regarding the unique aspects of international con- tracts and the differences between Italian and Ameri- can accounting. Will you also do semi- nars in Italy? Yes, in January 2024 we will start with a webinar pro- gram because we have agree- ments with trade associations and chambers of commerce. We will hold two meetings a month on Zoom and, every quarter, we will go in person to Italy to bring testimonials either from Americans or Italians who have been suc- cessful. Is there a market for Italy in the US? Certainly, but it requires an understanding of how to market yourself effectively. Studies show that a signifi- cant 70 percent of products are sold through marketing tactics. The Made in Italy brand is a valuable asset that must be utilized, but it is cru- cial to know how to do so. Without investing in self-pro- motion, your business may struggle to gain momentum. Are there also any side events tied to the fair? We are excited to host a gala dinner at Drago Centro t o c e l e b r a t e t h e e x p o , a n event that we are passionate about and organizing with our nonprofit company. The dinner will feature authentic Italian cuisine and we will be awarding three individuals who embody Italian culture and values in Los Angeles. G o i n g b a c k t o t h e Expo, what differences will there be from the last edition? The first edition was an experiment, and there will be changes to improve it even further. Our goal is to create a n I t a l i a n b o u t i q u e t h a t assists our clients in showcas- ing their offerings in Ameri- ca. This will help them under- stand the reality they will encounter there. This year, we will have an American agency promoting travel to Italy and an Italian trans- portation company already operating in the US. We aim to connect Italians living in America with Italians who a r e p l a n n i n g t o v i s i t . W e believe that comparison is always important in achiev- ing this goal. Pizza demonstration at NEXXT Expo and, below, Made in Italy leather goods at the fair (Photo courtesy of NEXXT Expo) NEXXT Expo, the largest Made in Italy event in LA, is back SILVIA NITTOLI

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