LAS VEGAS — On SUPERZOO’s show app, attendees can use a Brand Values filter to find exhibitors that align with their respective priorities, navigating the show floor with greater intention.
According to the World Pet Association (WPA), which organizes the event, this tool can also help exhibitors stand out and garner a more focused audience.
The filter was piloted in 2023 and expanded in 2024. Its categories this year were BIPOC Owned, Charitable Initiatives, LGBTQ+ Owned, Locally Sourced, Made in America, Sustainably Sourced and Women Owned.
“We know that SUPERZOO attendees aren’t just looking for high-quality pet products; they’re also looking for ethically aligned companies that they are proud to partner with,” Mike Karsting, Senior Vice President of Events at WPA, said. “The Brand Values filter facilitates and streamlines those connections by helping retailers pinpoint specific exhibitors on the expansive show floor.”
Preparing for Success
SUPERZOO’s sales team reached out to exhibitors before the event to share how opting into the program could enhance their visibility and help them find interested retailers.
“By emphasizing how the filter could help companies connect with the right audience, we encouraged greater engagement and participation in this feature,” Karsting explained. “For the 2024 event, a significant number of exhibitors chose to participate, reflecting a growing awareness of the importance of aligning brand values with customer expectations. This increased participation not only enhanced the filter‘s effectiveness, but also provided attendees with a richer and more diverse selection of value-aligned products.”
Additionally, the show advertised the filter to attendees using social media, on-site promotions and email campaigns.
Related. SUPERZOO Breaks Records with High-Caliber Audience in 2024
Making Strong Connections
Karsting shared that select exhibitors “benefited immensely” from the Brand Values Filter and both exhibitors and attendees praised the feature.
“These conversations highlighted how the filter facilitated more intentional and targeted connections between retailers and exhibitors … By making it easier for attendees to locate brands aligned with their priorities, exhibitors were able to attract the right audience, leading to more meaningful interactions and potentially stronger sales outcomes,” Karsting said. “This creates a more cohesive and purposeful environment, where businesses can form lasting connections that are rooted in shared values, ultimately benefiting both attendees and exhibitors.”
The SUPERZOO team plans to make the Brand Values filter a show staple and analyze trends from its 2024 edition to further increase its effectiveness.
“We would recommend this type of filter to any show organizer who wants to deliver a customized and user-friendly experience … Attendees don’t have to waste time sifting through hundreds of product options. Instead, they can use that time to focus on what matters the most to them, locate the brands that share the same vision and develop meaningful partnerships on the show floor,” Karsting added. “Organizers can also use this filter to encourage exhibitors to showcase their brand identity more clearly and attract an audience with the same priorities. Ultimately, this value-based tool can transform the event experience, making it more personalized, and profitable, for everyone.”
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