Ladies and gentlemen welcome back to another Essent Humina, your host Alvaro and we're gonna talk today about the magic behind all these luxury experiences. For that we're gonna have with us the engineer of luxury experiences, the man himself, Marvin Akbari. He's doing the events and marketing for some of the most incredible luxury brands through the business called Zellaby Experiences. They're based in Sao Paulo, Brazil and they've been doing amazing for the companies very Brazil and expanding also internationally.
So very excited to have him here today with us. Hi guys. What's going on my friend? How are you?
Yes, yes, yes, yes. Also, I'm pretty excited to be here. Thank you for your invitation. Very happy to be here with you all.
And that's the new connection, Brazil. Miami, your Spanish, right? Yes, of course. Amazing.
I'm Italian actually. So seven years, I'm living in Brazil. So it's an international connection. We can say, listen, one of the most important things.
And I'm glad that you're here with us today because we don't talk much about the event production and the whole behind the scenes, you know, these things that relate to luxury arrangements. And you are through celery experiences offering some of the most high end experiences through all these brands. So tell us a little bit about what is about and how makes you guys so unique. Amazing.
Actually, Celaby was born to create these high level experiences for brands for people that love this kind of experiences during during this seven years in Brazil, actually built the business here in Brazil from scratch. We work with many of the most important luxury brands and also with small brands that are rising. So we did the many branding works from from scratch also. And also we launched the many important helicopters of important brands.
Yeah. And we worked a lot with real estate actually luxury where the state in Brazil is booming in the last years. So it's a very, very interesting business also for you, maybe in the future. And we worked a lot with experiences.
This is our main focus in the agency with designing produce these experiences. And what makes us unique, I think when you talk about creating an experience, this kind of experiences, the true most important things. The first thing is that first of all you have to have a strategy and to have a strategy you need to know a lot a lot very deeply about the product, the market and the audience, which kind of people are going to use this product, which niche is going to work. And so I wanted to touch base about the partnerships right like how do you build these relationships with all the different brands.
Yeah, of course, one one important thing is actually when you talk about partnerships, there is a very, very, very interesting co branding strategy that we use in this event, because when you think about few brands, we did many events like this. The McLion client, maybe, which we can take as an example, his client is going to also buy a real estate in Miami because he wants to have a mention there, the same person needs transportation needs a jet needs an helicopter. So the same customer, he consumes different products in the luxury market. So imagine doing an event where you can put together different customers of these brands, but they have the potential to buy this kind of product.
So, for example, a very important car brand that is positioned in the luxury market, can invite 10 of his best customers. The same thing I can do, the same thing, I can do, we can do a meeting with 50 people, not even more, that's to a very little event, I would say, but very high level event with potential real buyers, I would say, and we can create an experience where we can present different products from different area and do this cross branding, you know. So what you gain with this kind of event, you exchange clients, first of all, second of all, you do something that is very, very, you know that difficult to do game trust, people's trust, because if Alvaro is introducing me to his client, your client is going to trust me very, very fast compared to if I go only online and everything, because he already trusts Alvaro. So you are transmitting this credibility to me.
So the second thing, so it's positioning, you're going to position yourself very fast, faster to the audience. The first thing, if you do a nice marketing, intelligent marketing studies, so everyone can share on their social media to different audiences. So you can do a very nice awareness, started awareness with this. And the fourth thing is that you are delivering a higher experience because if you create an experience, maybe starting with an amazing yacht, then we go to an amazing real estate that Alvaro brings to the table.
And then we do an amazing experience with a chef that maybe has a very important restaurant, is a mission, a chef, maybe an Italian, maybe a muscle, but it comes there. Now, out of everything that you're doing, how do you promote your services? Because there's a lot of people in there that claim to be doing certain things. So how do you stand out from everyone else and how you promote it?
When you talk about luxury market, I think if you see, for example, the Italian brand, the most famous Italian brand, I think, if you do a big picture of Italy, for example, that is a very important country when you talk about branding, you know, the main Italian, if you put Italian Fag on a food, the price, you can rise the price of the food everywhere on the world in US, in Brazil, in Korea, in everywhere. So, and if you go to the Italian market, the digital part, Italy is very late when you talk about the digital part, you know. So what we can learn from very important Italian brands, like Ferrari, Gucci, Georgia, mine, and everything in the branding part and bring it to the table to brand ourselves. I think what to deliver in the luxury market is more than the best marketing that you can do about your product.
So if you deliver an amazing event, if you think about that, your clients clients are going to be at the event because you are doing an event for a very important company, and his buyers, almost all of them has companies, right? So they're going to see what you are delivering, and this is the best way to get your company growing to get a word of mouth and keep going with quality, you know, you attract people that already understand your brand. So like that we work a lot with social media. I build my all my followers base here in Brazil from scratch.
I opened a new Instagram to get targeted audience. Actually, I work with companies like Google that came from Instagram so also I think social media, what you already do very, very well, brings a lot to the table, many people, many people, many people things that luxury market is just offline. This is so wrong. I cause so many high ticket deals.
I saw so many luxury products with people that I connected online, maybe someone that doesn't use social media that much doesn't even have picture, but he is on Instagram. So, I agree. I know many CEOs, they don't use Instagram, but they are on Instagram checking on the sun and everything. So, and they follow in.
They know me personally, they follow me. So, is that Instagram is also a way to follow up with people because if you see other everyday doing stuff, when you're going to buy up really saving Miami. The first person that you're going to remember is Alvaro. So putting together physical experiences, real life experiences and social media, you do a very nice branding strategy and you pull up everyday in social media, then they go and see your events.
Okay, he actually delivers so let's call him, let's do a meeting and let's do an event with him. This is how we promote our setting. It's a great formula and you mentioned at the beginning that it's important for people to end up trusting you at the moment that they start seeing you more on social media. That's how they're going to get to know you that they will like you.
And then they will start trusting you because through consistency and through relationship right because the moment that they see you associated with somebody that they like, whether it's a type of brand, whether it's a type of individual, then they're going to find the association. What is something that you're currently struggling with? You're like, man, this is one of the hardest thing in the business. And what are you learning from that?
I think that maybe in Latin America actually, people are not, they love experiences, they are open to live new experiences, but they are not so ready like Europe and United States to spend a lot with experiences. So it's a very, very targeted market. It's not so broad. We are lucky that we have not so many compared during the space.
So we can develop it very well. But when I look at expansion, I look at Monte Carlo, I look at Milan, I look in Miami, I look in New York, you know, I don't see so much market here. Even if the Brazilian market is huge. On the other side, I think that the luxury markets in Brazil didn't discover yet the real market because Brazil is very big.
When you go to the countryside, you have many, many rich families. They have great potential, you know. And I think that many international brands struggle sometime with Brazil because it's a very different culture to get in. It's very bureaucratic.
There are so many stuff here. So I think one thing that we are actually struggling since the beginning, right, is to bring this culture of higher experiences and make brands pay higher and higher every time for it. Now, you are definitely not very luxurious market. That's what you specialize on.
But the word luxury, right? We talked about so many connotations and so many meanings. But what is it really for you? I think that nowadays, especially Brazil, I can divide two types of understanding of this word.
You have the new rich that is emerging and he sees in a completely different way than the most important families of some power, for example, that have a very long heritage, you know, and they consume products in a very, very different way in the luxury market. So I make a very simple example of two brands that everybody knows. If you take a Versace and a George Germany, luxury brands everywhere are on the word people know that. But the positioning is very, very different.
Where such goes in a very different positioning, it's like a lot too much and everything. And the new rich is very attracted to that. Like if you go to Dubai and everything, Versace is booming, right? And so, George Germany is more about a classic luxury, more traditional and everything and different kind of people are attracted to to George Germany.
So I think when we talk about luxury markets, we have very different customers inside of it. And today, I think the technology, what the startups protein technology, there are many, many young people that are earning money very fast. And this is something that our parents, at the time, it wasn't like this. People under 30 that were doing so great, right?
And so there is a very nice emerging market that the brands are starting to understand. They're starting to do co-branding to attract this new generation. Thanks again. And for anybody that wants to reach out to you, what's the best way to do it?
My Instagram is the best way. I answer people directly. I have my team also, but in my Instagram, my personal Instagram, if they want to reach out to me, I'm here waiting for them. Thank you, Marvina.
Thank you very much. It's a pleasure. Ciao. It's a pleasure.
Ciao. La bratche. And thanks again for everybody tuning in today. We hope you enjoyed it.
And remember, embrace it's beautiful, success in life. My name is Alvaro, and I'll see you next time.