LAS VEGAS – On SUPERZOO’s show app, attendees can navigate the show with greater intent by using brand value filters to find exhibitors that align with their priorities.
According to the World Pet Association (WPA), which organizes the event, this tool can also help exhibitors stand out and attract a more focused audience.
The filter will be piloted in 2023 and expanded in 2024. This year’s categories include BIPOC-owned, philanthropic initiative, LGBTQ+-owned, locally sourced, American-made, sustainably sourced and female-owned.
“We know SUPERZOO attendees aren’t just looking for high-quality pet products; they’re also looking for quality pet products. They’re also looking for ethical companies they’re proud to work with.” WPA Events Senior said Vice President Mike Karsting. “Brand Value Filters facilitate and simplify these connections by helping retailers pinpoint specific exhibitors across the vast show floor.”
set yourself up for success
SUPERZOO’s sales team reached out to exhibitors ahead of the event to share how opting into the program could increase their visibility and help them find interested retailers.
“By highlighting how filters can help companies connect with the right audience, we encourage more people to engage with this feature,” explains Karsting. “For the 2024 event, the large number of exhibitors choosing to attend reflects the growing awareness of the importance of aligning brand values with customer expectations. The increased participation not only increases the effectiveness of the filter, but also creates new opportunities for attendees Providers with a richer and more diverse selection of value-consistent products.”
In addition, the show promotes the filter to attendees via social media, in-person promotions and email campaigns.
related. SUPERZOO breaks high-level audience records in 2024
Build strong connections
Karsting said some exhibitors “benefited greatly” from the brand value screening, with both exhibitors and attendees appreciating the feature.
“These conversations highlighted how filters can facilitate more intentional, targeted connections between retailers and exhibitors… By making it easier for attendees to find brands that align with their priorities, exhibitors are able to attract the right audiences, thereby Leading to more meaningful interactions and potentially stronger sales results,” Custer said. “This creates a more cohesive and purposeful environment where businesses can build lasting connections rooted in shared values, ultimately benefiting attendees and exhibitors.”
The SUPERZOO team plans to make brand value screening the main content of the program and analyze trends in the 2024 edition to further improve its effectiveness.
“We would recommend this type of filter to any trade show organizer who wants to provide a customized and user-friendly experience…Attendees don’t have to waste time sifting through hundreds of product options. Instead, they can use this time to focus on what’s important to them The most important thing is to find brands that share the same vision and create meaningful partnerships at the show,” Castells added. “Organizers can also use this filter to encourage exhibitors to present their brand image more clearly and attract audiences with the same priorities. Ultimately, this value-based tool can transform the event experience, making it more personal and It’s profitable for everyone.”
You can learn more about SUPERZOO here.
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