Insights

summer ends on a high note

Summer Ends on a High Note for mdg Clients

As temperatures began to cool down, the action on the show floor was just heating up for two mdg clients. The end of summer brought a 10% YoY increase in attendee numbers to SUPERZOO, the largest pet retail marketplace. Nearly 18,000 pet professionals gathered Aug. 16-18 at Mandalay Bay Convention Center in Las Vegas, including over 10,000 industry leaders, buyers and decision makers — participation that exceeds that of any other pet trade show in North America by 33%. Those impressive figures are due in large part to a comprehensive data audit conducted by mdg, which informed a strategic approach to attendee acquisition and ensured the presence of qualified retail buyers. The agency also crafted the new SUPERZOO logo, which generated substantial buzz on social media after being revealed on-site and through an animated email to event participants.

“This year’s SUPERZOO surpassed our highest expectations, reaffirming its status as the definitive event for the pet retail community,” said Mike Karsting, senior vice president for World Pet Association. “The enthusiasm displayed by attendees, exhibitors and industry leaders alike was truly remarkable.”

Just a few weeks later (Sept. 7-8), Plant Based World Expo drew 3,168 retail and foodservice professionals to the Javits Center in New York City — marking a substantial increase in qualified retail and food service buyers. Satisfaction among the 200 global companies exhibiting at the only 100% plant based B2B industry event also increased, and more than 50% of exhibit space has already been reserved for the 2024 show.

“The positive energy and excitement was palpable from the minute the show floor opened,” said Ben Davis, Content Chair and Strategic Advisor, PBW. “We’ve gotten fantastic feedback from buyers, exhibitors, and sponsors.”