Eletrolar Show 2025 expands its connection: from B2B to B2B2C
Event launches new positioning also focused on the end consumer and introduces the Influcom platform, with support from Celso Portiolli.
Eletrolar Show, the largest trade fair for electronics, technology and housewares in Latin America, expands its communication strategy: in addition to physically bringing together industries and sales channels, the 2025 edition is a hub of direct communication with millions of consumers. The proposal adds to the traditional B2B in-person model a digital dynamic that includes influencers, journalists and content creators, delivering information about the main product launches directly to the end consumer.
“The event has always been a solid bridge between manufacturers and retailers. Now, it is also a direct visibility stage for consumers, via digital environment. Eletrolar Show reinvents itself to keep up with new formats of consumption and communication. With the arrival of Influcom, brands will launch products and, at the same time, generate immediate desire in the consumer market,” says Carlos Clur, CEO of Grupo Eletrolar.
The new strategic pillar, named Influcom, is a platform that connects technology and consumer brands with content creators and digital influencers. The proposal is clear: to transform product launches into multiplatform experiences with potential reach of over 30 million people. For this, the fair offers more than 60,000 m² of areas prepared for recordings and live broadcasts.
“Influcom is the direct bridge between the products that will reach the retail showcase and the consumer’s home. We will provide brands with a faster, more authentic and effective way to launch products and strengthen their image,” explains Celso Portiolli, who takes on the role of official ambassador of Grupo Eletrolar. Nationally recognized for his credibility and charisma, he will play a key role in the fair’s communication strategy, speaking to three essential audiences: retail, in-store salespeople and the end consumer.
In addition to representing Grupo Eletrolar in the main campaigns and promotional actions of the event, Celso will be the protagonist in content production for social media, explaining technologies and stimulating purchase desire. “Our mission is simple: to make the consumer understand, want and ask for the product. That starts at the fair, the main stage for industry launches, but it doesn’t end there,” highlights the presenter.
The strategy also includes digital activations, studios integrated into the booths and real-time broadcasts on major platforms such as Instagram, YouTube and TikTok. Brands will have the chance to turn their participation in the fair into continuous content campaigns, with high engagement and conversion.
“As we complete 20 years of history, returning to Anhembi, we celebrate more than a journey: we celebrate the future of retail and communication,” emphasizes Carlos Clur. With this new positioning, Eletrolar Show 2025 is consolidated not only as the main meeting point for the sector, but also as the largest direct influence channel on consumer buying behavior in Brazil. After all, why only promote your brand to retail if it’s also possible to generate desire in the end consumer, live and at scale?
Source: Eletrolar News Ed. 167
