January 2006 / Issue 9
President's Message
Big Numbers Expected for Global Pet Expo 2006 - Now's the Time to Prepare
By Andrew Messinger
President, APPMA
Planning for the Global Pet Expo (GPE) has become a more complicated exercise since the APPMA and PIDA Shows merged. We exhibitors must expect an expanded group of attendees, and it requires detailed planning as the wide-ranging needs and interests of smaller retailers, larger retail chains, distributors, and international buyers must all be considered.
At last year’s GPE, with a greater number of retailers attending, it became clear that exhibitors’ staffing needs had changed. Be certain the right members of your staff are available for any type of potential buyer. Also, it is important to have the correct sales literature and other materials on hand. You want to maximize the chances of success with potential new customers. Having adequate staff in your booth makes it easier to spend sufficient time with each visitor.
The New Product Showcase continues to be an important feature at the GPE. We learned that it is often the first stop for many attendees. Therefore, if you show new items or displays in the New Product Showcase, you increase exposure and are likely to see more potential customers in your booth. Similarly, taking advantage of sponsorships at GPE is another way to expose your company and get more visitors to your booth. Several sponsorship opportunities are still available.
This year’s GPE will feature an exciting speaker at the Annual Breakfast. Joan Embery, who served as goodwill ambassador for the Zoological Society of San Diego and was a frequent and entertaining guest on the Tonight Show, will speak about her experiences. Please encourage everyone in your company to attend. Also, make sure to take advantage of the various seminars and programs that are offered at the GPE. The Networking Reception is a great opportunity to unwind after the show and meet other exhibitors and customers.
The GPE will be here in just a few months, so be certain to cover all details in your planning. This is a once-in-a-year chance, so let’s all make the best of it!