The Atlanta Pet Fair & Conference (APF&C) — known as the favorite event for professional pet groomers — tapped longtime partner, mdg, to help address three key challenges: (1) There was an incorrect perception that this was a general pet industry event versus an event specifically for groomers, (2) not enough groomers were attending the event, and (3) overall attendance was low and largely regional, limited to states in the southeast.

mdg rebranded the event, changing the name from Atlanta Pet Fair & Conference to GROOM’D and updating the logo. To gain awareness and foster interest in the new brand, and to reach a larger audience and boost attendance, mdg developed a comprehensive multichannel marketing campaign. Our strategists optimized the show’s website, enhanced email marketing efforts and revamped paid media efforts — including paid search/SEM, paid social and display advertising — to targeted leads and prospects nationwide.

More awareness, interest and excitement were generated around GROOM’D and it became known as a national event for groomers, as evidenced by the strong registration growth. The rebrand also better reflected a modern grooming industry as well as the creativity of the profession. Campaign outcomes included:

  • 16% increase year-over-year paid media conversions
  • 19% increase in overall registration
  • 12.16% increase in users to the site and a 10.69% increase in new users over the course of the GROOM’D campaign, including more than 125% growth from audiences in New York, Ohio, Illinois, Michigan and California


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