How Sustainable Pet Brands Can Get More Value from Trade Shows

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That mix is what makes trade shows uniquely valuable. They’re not just transactional. They are a platform for awareness, credibility, and long-term market success.

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So how is this topic relevant to us?

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Matrix Partners has been building brands pet parents love for over 30 years, and we’re a full-service agency built exclusively around the pet industry. Our team works across branding, PR, social media, influencer marketing, and more

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To help companies tell their stories and connect with the audiences that matter most, from pet parents to industry partners.

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I’ve been with Matrix Partners for a little over 11 years, and it’s hard to believe that this will be my 10th SuperZoom. I love attending because it gives me a chance to connect face to face with clients and media, as well as see all the new and exciting product launches and innovations that are happening this year.

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This September marks my fifth year at Matrix Partners, which is crazy to me. But I’ve had the opportunity to develop long-lasting relationships with content creators, big and small. And that leads me to ask Alex to drop our first poll in the chat

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So that we can see how many of you are attending Super Zoo this year.

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And while your vote slowly come in, I wanted to say that, again, I cannot believe this will be my fourth super zoo. I remember the first time I went to Super Zoo because it was mine and our senior designer, Natalie’s first time in Las Vegas ever.

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So that show was a special one for a bunch of different reasons. And I just remember how much fun I had with the team and also all of the influencers and clients that I was finally able to meet in person. But to pivot back to Matrix Partners

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It’s important to note that at the core of what we do is storytelling. We focus on finding what makes a brand unique, identifying the stories that will resonate, and bringing those stories to life in ways that drive real results.

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We’re also passionate pet parents ourselves. I have two kitties of my own, Zilla and Beamer, who I treat like my children. And

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everybody on the team has a pet, so we understand that every product in this industry represents more than just a purchase. It’s a decision pet parents make out of love for their animals, and that perspective helps guide the work we do every single day.

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Here are a few brands accredited with the Pet Sustainability Coalition that we’re proud to have worked with. It’s always a privilege to represent businesses that are committed to a greener pet industry, and we’re excited to be involved with a network of brands and industry partners working to address

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Key sustainability challenge challenges, including packaging, sourcing, and supply chain impact.

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So, to help make the most out of trade show opportunities, it’s important to understand that trade shows aren’t just a sales channel. They’re one of the most concentrated PR moments a brand will have all year. You’re in a room with retailers, distributors, media, influencers, and industry decision makers who are all actively looking for what’s new

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So the opportunity isn’t just showing up, it’s showing up strategically

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From a PR perspective, the brands that get the most traction are the ones that treat shows like multi-layered storytelling platform. That means going in with a clear narrative and not just a booth and a product lineup.

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Before the show, you should be building anticipation. That can include targeted media outreach. Social media teasers or even previewing your sustainability stories so reporters know exactly why they should stop by your booth

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During the show, it’s about activation. Think media tours, scheduled booth walkthroughs, hands-on product experiences, and clear, repeatable messaging your team can deliver consistently.

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The key takeaway, trade shows aren’t a moment. They’re a campaign. And the brands that plan across pre, during, and post-show phases are the ones that consistently break through the noise.

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So before we actually jump into this slide, we want to initiate another poll for all the brands who are attending. We want to know what your brand’s biggest sustainability initiative is.

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As everybody goes and answers that question, when we talk about what makes a sustainability story newsworthy, it’s important to understand that media typically isn’t covering a product just because it exists or because a brand says that it’s sustainable

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Media covers stories, stories that have a clear purpose, demonstrate meaningful change, and give their audience a reason to care.

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So the product may be a starting point, but the story is really about the innovation, the impact, and the bigger issue the brand is helping address. So for brands, this means thinking beyond basic product announcements and asking, what is the larger sustainability story here

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What problem are we solving? What has changed? How are we doing something differently than we were before? Those answers are what create a stronger media angle.

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Editors are usually looking for specific, credible stories around areas like sustainability and environmental innovation, packaging and supply chain improvements, responsible ingredient sourcing, corporate responsibility and giving back programs

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Consumer impact and true industry-first advancements. They want to understand not what a brand is doing, but why it matters, how it contributes to a larger movement or a consumer expectation.

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And the results just came back from the poll and I think 40, yeah, 40% of you said packaging innovations, which is which is awesome. And then 33% said responsible ingredient sourcing. So thank you for voting on that.

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When we talk about turning sustainability into a headline, it’s important to avoid broad or vague language that can come across as greenwashing

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Terms like eco-friendly or sustainable on their own don’t tell a compelling story. Instead, brands should support those claims with proof, transparency, and specific details.

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Share the measurable impact, the steps taken, and the outcomes achieved. For example, a stronger story isn’t just saying a company improved its packaging. It’s explaining how the packaging changed, why that change was made

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And what impact it created. It’s not just saying a brand gives back. It’s showing the program, the partnership, and the difference it has made.

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The most successful sustainability stories are rooted in authenticity. They highlight real action, not just intentions, and they show consumers and media that sustainability is integrated into the way a company operates

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When brands can connect their sustainability efforts to a meaningful impact, that is what transforms a product update into a story that editors want to cover.

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As we mentioned previously, one of the biggest mistakes brands make when preparing for a trade show like SuperZoo is waiting until the event is just a few weeks away to think about PR and communications.

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The reality is that the most successful launches and announcements are planned months in advance. And we like to think about trade show communications in 3 phases, 90 days out, 60 days out, and 30 days out

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Starting 90 days before the show, the focus should be on strategy and message development. Before you reach out to journalists, start coordinating influencer activations or create any marketing materials you need to establish clear objectives.

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Ask yourself, what does success look like? Are you launching a new product or building awareness for your brand, or are you announcing a sustainability initiative?

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Once those objectives are clear, identify the key announcements you want to make at the show. This helps ensure you’re presenting a compelling story rather than simply showing up with products on display.

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This is also the time to develop and finalize your core messaging. Every member of your team should be able to clearly articulate your product story, brand narrative, and any supporting proof points. If sustainability is part of

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Your positioning, make sure you have the data and evidence to back up your claims. Strong messaging creates consistency across media interviews, sales conversations, social media content, and

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marketing materials, and thus helps your brand make a memorable impression.

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As you move into the 60-day window, it’s time to build the tools and assets that will support your outreach efforts. One area where brands often miss opportunities is relying solely on the trade show’s media list.

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While those contacts are valuable, we recommend expanding your target list to include local media, pet industry publications, sustainability and business reporters, and any relevant content creators who speak directly to your audience.

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At this stage, you’ll also want to begin drafting your press releases and developing your media materials. Think of these assets as your brand’s media toolkit. A strong press kit should include a company overview, product information, founder or executive quotes

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Sustainability fact sheets, if applicable, obviously, and high-res imagery that media outlets can use immediately.

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Next week actually is when our team will begin transitioning from the 60-day checklist to the 30-day checklist for SuperZoo. And again, I can’t believe that it’s right around the corner. I just got back from Global. So 30 days before the show

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It’s time to activate your outreach strategy. This is when you begin proactively contacting media and creators, sharing your news, and introducing the stories you’ll be showcasing at the expo.

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Keep in mind that many journalists are planning their coverage weeks or even sometimes months in advance, so waiting until the week of the show can mean missing valuable opportunities.

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This is also the ideal time to start scheduling meetings. Whether it’s media interviews or creator meetups, retailer discussions or partner conversations. Having appointments on the calendar before the show

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Allows your team to maximize its time on site and focus on meaningful conversations.

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With that, we’d like to pause and launch our third poll, which asks, how far in advance do you begin scheduling meetings with media influencers, and sustainability thought leaders?

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So while we let those votes come in, we just want to say that ultimately successful trade show communications aren’t built in the days leading up to the event. They’re built through careful planning, consistent messaging and proactive outreach over the course of several months

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By following a 90, 60, and 30-day preparation timeline, brands can arrive at the show with a clear story and a much greater opportunity to generate awareness, coverage, and business results.

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For our matrix clients specifically, approximately 90% of media and influencer meetings are secured and scheduled at least two weeks before the show begins. So we actually share a tentative schedule with each of our clients that

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highlights the people we have meetings with, or that rather they have meetings with, so that they know to block off that time. And we just… the results just came through. So, okay, good. 54% said at least one month before the expo, which is great

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And then 31% said one to two weeks before the expo. Thank you again for

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Dropping your votes in the chat.

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As I previously touched on the previous slide, essential trade show assets come down to one thing. You want to make it as easy as possible for media to understand your brand, find your story, and access everything they need to cover it.

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So when a reporter stops by your booth, you may only have a few minutes to make an impression. Having the right materials ready helps you quickly communicate who you are, what makes your brand different, and why your story matters. At a minimum, you want to have your company background, sustainability fact sheet

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Recent press releases, high-res images, and strong founder leadership quotes readily available.

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You should also make sure that you have a clear product information that highlights your key differentiators, not just features. Think about what makes your products unique, what problem it solves, and why it’s relevant to today’s consumer.

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A digital press kit accessible through a QR code, online press room, or downloadable media folder is also a great way to provide media with instant access to these resources, especially since many journalists are managing information on the go.

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It also creates a more seamless experience while supporting sustainability efforts by reducing the need for printed materials. And of course, always pack your smile. That still matters. Media relationships are built through conversations

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Not just materials. Being approachable, prepared, and ready to share your story can make a lasting impression.

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One final pro tip, the brands that consistently secure coverage aren’t just waiting for media to discover them on the show floor. As Krista mentioned, they’re starting outreach weeks in advance, sharing story angles, scheduling meetings, and creating opportunities before the show even begins.

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The trade shows where the relationship happens, but the preparation is what creates the opportunity.

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So let’s talk about one of the most valuable parts of a trade show that often gets overlooked, which is media tours. When people think about trade shows, they usually think about the booth, the product displays, and the foot traffic

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And those things are all extremely important, but one of the most impactful parts of a trade show, like Super Zoo, are the conversations shared with editors, journalists, and content creators.

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So, what exactly is a media tour? At its core, a media tour is a series of one-on-one meetings with members of the media. These are dedicated conversations that are scheduled in advance, giving you and your team the opportunity to sit down and tell your story in a much more meaningful way

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than you could during a quick booth walk by. And that’s important because journalists aren’t typically walking a trade show looking for a sales pitch. They’re looking for stories

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They want to know what’s new, what’s trending, what’s changing in the industry. They’re looking for innovative products, emerging consumer behaviors, interesting data and expert perspectives they can bring back to their audiences

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That’s why these meetings can be so valuable. Instead of trying to squeeze your story into a two minute conversation on a busy show floor, you have dedicated time to explain not just what your product is, but why it matters.

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And for brands with sustainability initiatives, this is often where things really start to resonate. Maybe you’ve invested in more sustainable packaging. Maybe you’ve made changes to your sourcing practices. Maybe you’ve introduced a manufacturing process that reduces waste.

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Those aren’t always stories that immediately jump out from a booth display. But in a one-on-one conversation, they can become a compelling part of your brand narrative.

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We found that sustainability stories often give journalists something bigger to talk about than just a product launch. They provide context, purpose, and a broader industry angle that can make a story much more interesting.

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Media tours are also a great opportunity for product demonstrations. There’s a huge difference between reading about a product and actually seeing it in action. So when editors can touch the product, ask questions, and understand the thinking behind its creation, the conversation becomes much more engaging. And often those discussions lead to story ideas that neither side had anticipated going into the meeting

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But honestly, one of the biggest benefits of media tours has nothing to do with the media coverage. It’s the relationship building. Although the pet industry is ever-expanding, it still has the feel of a relatively small community, and the relationships you build today can create opportunities for years to come.

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Sometimes a journalist won’t have a story for you right away, but 6 months later, a year later, they are working on an industry trend piece, and they remember the conversation you had at the show.

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Those are the moments that make these meetings so valuable.

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And that’s also why we encourage brands to prioritize editorial meetings when possible. You’re getting guaranteed FaceTime with relevant media that you wouldn’t normally have. You’re having more meaningful conversations that you would during a booth walk by

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And you’re creating opportunities for future coverage and partnerships.

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Now, let’s shift gears and talk about my favorite thing, which is influencer meetings. Because while there are a lot of similarities, there are also some key differences.

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Just like journalists, influencers are looking for stories, but they’re viewing those stories through the lens of their audience.

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They’re asking questions like, would my followers care about this? Does this fit the type of content I create? Is there something unique or visually interesting here that I can share?

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And that’s why authenticity matters so much.

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The best influencer partnerships aren’t built around a one-time product handoff

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They’re built around genuine alignment between the brand, the creator, and their audience. Trade shows create the perfect environment to explore that fit.

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Instead of exchanging a few emails, you’re able to meet face to face, share your story, introduce products, and have a real conversation about potential collaboration opportunities. We’ve had countless influencers message us either right after our media tour or

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on their way home, if they live… if they’re local and they’re driving home, they will literally DM us right after they leave and tell us how helpful the tour the tour was in enhancing their trade show experience.

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If you see Allison or I at SuperZoo, there’s a good chance we’ll be walking the floor with an influencer or media contact, introducing them to our clients and facilitating those connections.

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Our media tours run from the moment the show floor opens until it closes every single day, keeping us very busy from start to finish. But if you happen to catch us between tours, please stop us and say hello, because we love to meet all of you.

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Another piece of feedback we hear time and time again from our contacts is that our tours help them discover brands and areas of the show floor that they may not have otherwise visited. Trade shows can be overwhelming. I mean, we all know that the show floors are enormous. So especially when you’re trying to navigate hundreds of exhibitors in just a few days

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It’s easy to stick to brands you already know or to stay within a particular category.

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But the media tour encourages creators to step outside that bubble and explore new products, innovations, and companies that they may not have ever encountered on their own.

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Many influencers, they’ve also told us that one of the most rewarding aspects of the experiences is getting to meet the people behind the brands. So instead of simply walking by a booth or receiving a product sample, they’re able to have real conversations with founders, brand leaders

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and team members who are passionate about what they’re building. It’s those personal connections that often create a deeper understanding of the brand’s mission, values, and stories, and that ultimately translates into more authentic content.

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And for first-time attendees, the feedback is especially positive. We’ve had creators tell us that media tours help them get their bearings and feel more confident navigating the show. Rather than spending the first day wondering where to start or which booths

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are worth prioritizing. They’re given a curated schedule and of meaningful meetings already in place. And it took some of the guesswork and stress out of the experience and allowed them to focus on learning, networking, and creating content.

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At the end of the day, that’s why these tours are so impactful. They’re not just creating opportunities for brands to connect with influencers. They’re creating a better, more productive experience for the influencers themselves.

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For many creators, seeing and experiencing a product in person can make all the difference. It gives them a chance to understand the brand, ask questions, and really start thinking about how they might bring that story to life

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for their audience.

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And in many cases, content creation starts right there at the show. Whether it’s social posts, product demos, interviews, or behind-the-scenes content, trade shows often create opportunities for immediate exposure.

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We’ve included a few examples of trade show-specific influencer content on the next slide that I will show you in a second. Each of them involves one or more of our clients

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generating greater exposure and reaching a wider audience of pet owners and lovers.

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But just like with traditional media, we always encourage brands to think beyond the expo itself.

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The goal isn’t just to generate one social post or 1 article. The goal is to build relationships that continue long after the trade show ends. Some of the strongest media relationships and creator partnerships start with a single conversation at a trade show

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And then grow into ongoing opportunities over time. And I think that’s really the big takeaway here. Yes, trade shows are about showcasing products, but they’re also about creating connections. The brands that tend to see the greatest PR success are the ones that use these events as an opportunity to build relationships

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tell meaningful stories and engage with the people who can help amplify their message long after the show floor closes.

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Tell me about started. Sorry, I don’t want to spoil the fun just yet. Here are a few examples of influencer partnerships we were able to secure on the show floor

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Each one is very different, as you will see. Starting with a fun and more humorous video that pull the pity created for Charlie Bear dog treats, and ending with a super heartfelt and emotional video that Embracing Echo filmed with Janet, one of the founders of Raw’s Pet Food

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So I will go and play all of these for you guys really quick.

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Listen, I’m a little busy this week, but I’m sending in my talk reps to scope out the scene at Super Zoo. You think you can hook them up? I want to go big.

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Tell me about how Ross sorry Ross started because I have three children and both of my sons were in life-changing accidents 14 months apart. We used to own a wellness pet food company and we sold it to regas our voice or Middleton gym

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Sustainable reasons to get out of bed. We thought that we would start broads even back so we donate 100 profits to providing services, spinal fluid causes

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As well as after dog recipes. We donated 1.15 million. Thank you, and we’re happy to meet you. Oh, thank you me having injury and

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This meant a lot to me. And this is probably the most impactful brand I’ve ever worked with because of your story. I know how much your sons needs here. How would you tell her about it? Oh my goodness. It’s so beautiful. Thank you so much for this part. I’m going to start

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I’m sorry to make it okay. Thank you so much for doing this. It’s beautiful. People fight soon as dog food, but I see it as so much over there. Together we can help a lot of people, so thank you, too. Thank you so much. Let me give you a hug.

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That last one always makes me tear off every single time.

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Yeah, those were great examples, Krista.

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Just like these videos, though, no brand is exactly like the next, which is why it’s important to partner with influencers who mirror your unique story and mission. Trade shows are when you’re able to

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deepen these connections, speaking with your ambassadors face to face as you see, rather than through an email or social media DM. And it’s just, it’s an extremely valuable tool that all brands can benefit from

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So as we’ve touched on, trade show success doesn’t end when the show floor closes. The real opportunity comes from how you continue those conversations and turn those connections into long-term relationships. A trade show creates a lot of momentum in a short amount of time

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But the momentum can fade pretty quickly if there isn’t a thoughtful follow-up plan in place.

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So the first seven days post-show are especially important because your brand, your conversations, and your products are still fresh in people’s minds.

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This is the time we recommend following up with a personalized thank you note, sharing requested product samples, image assets, and continuing to nurture the relationships you started on site with media, retailers, influencers, and industry partners.

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It’s also important to remember that not every media conversation will lead to immediate coverage. As Krista already mentioned, an editor journalist may not be working on a story where your brand is the right fit today, but if you make a strong impression and build that relationship

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They’ll remember you when the right opportunity comes up in the future. And that is why consistent follow-up and relationship building are so valuable. Beyond maintaining relationships, follow-up is also about maximizing the value of everything you created during the event

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Media mentions can become social proof that builds credibility across your marketing channels. Influencer content can become repurposed into retailer materials, social content, or sales tools, and the conversations happening at your booth can become opportunities for LinkedIn thought leadership and future storytelling

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The goal here is to keep the conversation going and make sure the visibility you earned at the show continues working for your brand long after the event is over.

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So once the trade show is over, the next question becomes, how do you actually measure success? A lot of brands immediately focus on media placements, and that’s totally understandable.

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Coverage is one of the most visible outcomes of a PR program. You can point to an article, a social post, a podcast mention, or a creator partnership like one of the ones we just saw, and see the direct result of your efforts

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But we encourage brands to think a little bit more broadly than that. Of course, media placements matter, but they’re not the only indicator of success. Sometimes the biggest wins are the relationships you’ve built and the awareness you’ve created for your brand

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Even if they don’t result in immediate coverage.

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For example, one of our goals at a trade show is often simply getting the brand in front of the right people. If we’re having meaningful conversations with journalists, influencers, and industry voices who genuinely care about the category

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That’s a win. Not every meeting turns into a story the following day or the following week

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But it does put your brand on their radar, and that alone can lead to opportunities months down the road

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We also look at brand awareness. Are people talking about your brand more than they were before the show? Are you generating interest around a new product, initiative, or company story?

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Trade shows are often about creating momentum, and sometimes that momentum can take time to build. So just keep in mind that that is okay. Another metric we pay attention to is share of voice. In other words, how much of the conversation is your brand owning compared to others in the space?

00:40:20.000 –> 00:40:28.000

As many of you know, trade shows are a crowded environments, and every company is competing for attention. So if

00:40:28.000 –> 00:40:40.000

messaging is resonating and people are talking about your brand, that’s a pretty strong sign your communication strategy is working. We also like to look at website traffic and engagement after the expo itself.

00:40:40.000 –> 00:40:54.000

Are people visiting your website? Are they checking out product pages, learning more about your sustainability initiatives, or reaching out for additional information? Those actions can tell you a lot about whether your messaging connected with your audience.

00:40:54.000 –> 00:41:12.000

And speaking of sustainability, one thing we always remind brands is that sustainability stories tend to have a much larger lifespan than traditional product announcements. A new product launch might generate excitement for a few weeks, but a packaging innovation, a sourcing improvement

00:41:12.000 –> 00:41:18.000

or Sustainability Commitment can become a story you can continue telling throughout the year.

00:41:18.000 –> 00:41:35.000

It can be incorporated into media outreach, social content, thought leadership opportunities, speaking engagements, and future announcements. For our last poll of today’s discussion, we’re curious to know how your brand measures success after an expo like SuperZoom

00:41:35.000 –> 00:41:51.000

And to just kind of close out what Allison was saying, there’s many reasons why sustainability communications can be so valuable. You’re not just creating a single moment of attention. You’re building a narrative that continues to evolve over time

00:41:51.000 –> 00:42:10.000

And at the end of the day, success isn’t just about how many articles were published after the show. It’s about the awareness you’ve built, the conversations you’ve started, and the opportunities you’ve created for the future. When you look at it through that lens, the impact of a trade show extends

00:42:10.000 –> 00:42:18.000

far beyond the event itself.

00:42:18.000 –> 00:42:31.000

Oh, okay, we just got the results back. So how does your brand measure success after an expo like Super Zoo? Many of you said all of the above, which is perfect. That is exactly what we would recommend as well.

00:42:31.000 –> 00:42:33.000

So thank you.

00:42:33.000 –> 00:42:48.000

But thank you so much for joining us this morning to talk all things trade show PR. You can find us on all forms of social media at Matrix Partners, or you’re welcome to visit our website at matrix

00:42:48.000 –> 00:43:08.000

the number one.com. We still have a few spots available for brands looking for super zoo PR and media tour support, so please reach out if you’re interested. But that takes us to the Q&A

00:43:08.000 –> 00:43:21.000

Thank you both so much. That was fabulous. I want to make sure I put us in gallery mode now so we can all chat. We do have some great questions in here, and I have like a myriad of notes and things.

00:43:21.000 –> 00:43:37.000

First of all, I love hearing this topic because I think it’s one that we constantly need to be refreshing ourselves on. It’s like not you just learn and you’re done. And so it’s a checkbox you check off every year, right? It’s something that each year

00:43:37.000 –> 00:43:53.000

You need to refresh and think about it before all trade shows. I love the 90-60-30. I have some questions on that that we’ll talk about here in a moment, but this is such good timing, I think, because most people are right now going, oh my gosh, Super Z is around the corner. I need to do all these things

00:43:53.000 –> 00:44:09.000

What should I do? So let’s get to some of the questions here. Our first one is and you touched on this, but I think we can talk about it a little bit more. Do you recommend having samples or goodie bags of products to give to media influencers when they stop by?

00:44:09.000 –> 00:44:12.000

What’s the recommendation there?

00:44:12.000 –> 00:44:13.000

Allison

00:44:13.000 –> 00:44:33.000

That’s a great question. We definitely recommend if you do have product samples, like obviously that’s great. Usually a lot of the media and influencers, they are traveling, so not everybody is local to Vegas or Orlando. Not everybody is just, you know, hopping in their car to drive home. A lot of people only pack carry-ons. So

00:44:33.000 –> 00:44:53.000

We suggest either having just, like, little small sample bags available, or what Chris and I usually do when we do media tours, we take, like, a lot of notes and we’ll mark which products everybody’s interested in, and then after the show, we’ll follow up with them, and we get their address and everything, and we’ll send them, like, a full

00:44:53.000 –> 00:45:07.000

full-size samples so that they can really see the product, test it out, and everything, but we definitely recommend that if you are able to have, like, even just, like, a little, if it’s treats, you know, like a little mini sample bag, that’s always appreciated, and that’s always great.

00:45:07.000 –> 00:45:08.000

Yeah.

00:45:08.000 –> 00:45:17.000

Yeah.

00:45:17.000 –> 00:45:18.000

Yeah.

00:45:18.000 –> 00:45:23.000

Sorry, no, I was just gonna say, I think it’s great because you’re getting your product into the hands of a true pet parent. So they’re able to trial it and hopefully to a customer shortly after the show. So, yeah, I think it’s a great tool.

00:45:23.000 –> 00:45:29.000

Being on the receiving end of those, I think it’s great as well. And I will say

00:45:29.000 –> 00:45:42.000

One thing… one thing I always did as… because I attended these shows as media a lot, now obviously I go on behalf of PSC, but in the past, I always brought an extra suitcase

00:45:42.000 –> 00:45:43.000

Yeah.

00:45:43.000 –> 00:45:44.000

A lot of people do now.

00:45:44.000 –> 00:45:59.000

I know. So there there’s that. But Allison, you mentioned that you’ll follow up with product after. Is that something that like as Matrix, do you have your brands give you the product so that you manage all those shipments, or are you collecting information and giving it to the brand and it’s their responsibility to ship

00:45:59.000 –> 00:46:18.000

It kind of depends on the brand. For a lot of our clients, we do just kind of collect the information, share that with them, because it’s easier for them to have, you know, like a warehouse or wherever the product is be sent directly than to kind of cut out, like, the middleman. But for some of our clients, it is easier for them

00:46:18.000 –> 00:46:27.000

to just send us the product, and we’re happy to facilitate, like, the shipments of everything and, you know, helping coordinate the samples and making sure that they get to everybody.

00:46:27.000 –> 00:46:31.000

Great. I think I’ve been on the receiving end of both of that too.

00:46:31.000 –> 00:46:53.000

Amazing. Okay, another, this is another good one. So how many members of the media do you recommend reaching out to before the show? Like, is the question specifically is 10 too many?

00:46:53.000 –> 00:46:54.000

Yeah.

00:46:54.000 –> 00:47:02.000

Absolutely not. I don’t really think there is like a limit per se. I guess it’s more what your brand has the capacity for at the show. So if we’ve had clients, you know, maybe it’s like their first time at a show, they’re just launching and it’s going to be just them, like a single person

00:47:02.000 –> 00:47:17.000

And so it’s kind of, you know, they’re using the show to obviously meet with media, but they also want to meet with like buyers and distributors and everything. So it’s kind of what you can handle. You don’t want to overwhelm yourself, but some brands also come with a team

00:47:17.000 –> 00:47:36.000

And they’ll have maybe 5 people available. And so if that’s the case, they have more time, they’re able to kind of spread out a little bit and split up meetings. But there’s definitely no limit to how many members of the media. I definitely think you should reach out to everyone that you can

00:47:36.000 –> 00:47:59.000

And you can prioritize. Sometimes media will have like an open schedule and they’ll be like, I haven’t started booking or tell me what time works for you. But then sometimes they are a little more limited and they’ll be like, I only have this time available, so you might want to try to make yourself available during those times because it is obviously important to meet with them face to face. It kind of gives you that it really

00:47:59.000 –> 00:48:10.000

brings your brand, like, into perspective when they’re able to talk with you and meet with you. But yeah, I don’t think that… I wouldn’t say that there is any limit, it’s just whatever

00:48:10.000 –> 00:48:12.000

whatever time you have for your schedule, obviously.

00:48:12.000 –> 00:48:20.000

Yeah.

00:48:20.000 –> 00:48:21.000

Yeah.

00:48:21.000 –> 00:48:41.000

That makes a lot of sense because I know, like you said, there’s some people exhibiting, some brands exhibiting with one person. There’s some with the team that actually came up in the comments while you were talking. John Cullen, he actually said he thinks it’s important to dedicate booth staff to a function. So like one person per press and influencers, one person for buyers, et cetera, and it can be rotated. So if you have the ability to do that

00:48:41.000 –> 00:48:42.000

Definitely.

00:48:42.000 –> 00:48:43.000

Yeah.

00:48:43.000 –> 00:48:44.000

I think that’s a great option so that you do know, like, who’s meeting with who and when, but it’s harder for the smaller brands, so I hear that too.

00:48:44.000 –> 00:48:45.000

Definitely.

00:48:45.000 –> 00:48:46.000

Yeah.

00:48:46.000 –> 00:48:52.000

Yeah. All right. Amazing. Okay, the next one. So this is where do you find the influencers or media attending SuperZoo?

00:48:52.000 –> 00:49:08.000

So SuperZoo itself will give us a media list before the show. So it includes all the editors and journalists who are going, but also they have the content creators and influencers who have signed up and registered to go. However.

00:49:08.000 –> 00:49:38.000

Like I mentioned in the discussion, there are times where influencers decide to go last minute. Kind of what we like to do is we’ll follow very closely along with Super Zoo social media because they usually post like a month before they’ll do like a who’s going and all of the influencers will be commenting on it

00:49:40.000 –> 00:49:41.000

Yeah.

00:49:41.000 –> 00:49:44.000

We find a ton of influencers that way. You can also create a cute little Instagram story and just put it up on your brand page and be like, Hey, we’re going to be at Super Zoo. Is anybody coming? And trust me, influencers will slide up that want to meet with you. But yeah, there, we usually follow very closely with

00:49:44.000 –> 00:49:54.000

Supers use social media. LinkedIn is also a great place. A lot of influencers have kind of meandered over to LinkedIn and are now on there. So yeah.

00:49:54.000 –> 00:50:05.000

Yeah. And so for a brand, because I know there’s like the exhibitor portal and all the online stuff, is there a way within that that you can find the media list?

00:50:05.000 –> 00:50:06.000

Yeah.

00:50:06.000 –> 00:50:07.000

Or does it have to come directly from

00:50:07.000 –> 00:50:30.000

So usually for super zoo, they will upload it to the portal. And then there is a contact from SuperZoo who will also send it out. Usually as

00:50:30.000 –> 00:50:31.000

Yep.

00:50:31.000 –> 00:50:35.000

for us as, like, an agency, we’re… I’ll reach out to, like, their team and just say, hey, can I be added to that list? We have clients attending the show. But as a brand, you should automatically get that in the exhibitor portal

00:50:35.000 –> 00:50:37.000

Okay, that’s what I thought. Thank you.

00:50:37.000 –> 00:50:42.000

Okay, so here’s another good one.

00:50:42.000 –> 00:50:55.000

Where would you invest your budget today? Traditional trade journalists, LinkedIn thought leadership, social media creators? Like, is there a priority in that? How would you invest in that way?

00:50:55.000 –> 00:51:10.000

I think it kind of depends on what your priority is as a brand, like what your goal is. You know, obviously if you’re looking for more distribution and retailers, you want to focus more on a trade audience

00:51:10.000 –> 00:51:28.000

If you are looking obviously for consumers and to build an audience of animal lovers who love your product like that influencer right now is like everybody

00:51:28.000 –> 00:51:29.000

75, yeah.

00:51:29.000 –> 00:51:43.000

People, I think, trust influencers, maybe like, what is it, Krista? Like 75% more than like traditional media. So influencers can play a big role because people see them as being like more authentic than just having like a magazine post about a product or a blog post about a product. It’s like

00:51:43.000 –> 00:51:54.000

These influencers are actually using the product on like day-to-day basis and they’re sharing like honest feedback. So if that is your goal, like influencers can be a great

00:51:54.000 –> 00:52:13.000

connection to tap into. And then, obviously, if you are trying to kind of build yourself a presence within just, like, the pet space in general, I think, like, LinkedIn thought leadership is a great place to start. You definitely want to make yourself available, and then people can start seeing you as

00:52:13.000 –> 00:52:30.000

thought leaders, and they’ll, you know, once you get included in, like, one trade story, it’s like, sometimes the editors will reach out again, and they’ll be like, hey, I saw, you know, you’re doing this sustainable packaging, and I’m actually working on a story right now, so, everything kind of, like, leads back to

00:52:30.000 –> 00:52:41.000

You know, everything like kind of links back. It’s like a circle, so, like, you definitely want to… it depends what your goals are, but I think those are all very important to tap into.

00:52:41.000 –> 00:53:01.000

Agree, agree. Okay, so I made a note about this, and there’s a question about it here. With the 90/60, 30 day plan, which is amazing and I love. And for the next trade show, everybody should start thinking about implementing. But here we are really close to super zoo, right? So if you’re already past the 90 and 60 day benchmark

00:53:01.000 –> 00:53:10.000

Should you try to condense all of that into 30 days, or would it be just better to prioritize certain things to prepare yourself now for the show?

00:53:10.000 –> 00:53:25.000

I think it’s best because obviously you can’t cram all of that into 30 days, but I think it’s most important to kind of get your messaging all together, make sure your team is on the same page about what it is you’re highlighting at the show, what you want to

00:53:25.000 –> 00:53:47.000

talk about with the people that stop by. And again, 30 days is when you can start reaching out to these people. We… it’s so funny, because an influencer had already messaged our Matrix Instagram and was like, hey, we want to do a media tour again with you, like, when are you available? And I’m like, I’ll put you on the calendar. So I officially

00:53:47.000 –> 00:53:48.000

Nice.

00:53:48.000 –> 00:53:49.000

put our first media tour on our calendar last week. So I think

00:53:49.000 –> 00:54:08.000

taking a little from each thing instead of trying to do it all at once is what I would recommend, but definitely make sure your messaging is covered, and how you want to present at the show, and then finding influencers who make sense to work with at the show or meet with, and also media journalists and

00:54:08.000 –> 00:54:10.000

Sustainability thought leaders in the industry.

00:54:10.000 –> 00:54:13.000

Excellent.

00:54:13.000 –> 00:54:29.000

Okay, so along those lines, do you provide clients with like a press and influencer calendar for the show so they can be prepared and they know what they’re going into? And if so, is that like far ahead? Like, how do you actually work with your clients to ensure they’re prepared for the meetings that you’ve set up for them

00:54:29.000 –> 00:54:48.000

So for all of our clients, we usually will give them like a tentative schedule about a week ahead of the show, just so they can see the different we’ll give like, you know, by the hour, like who we’re meeting with, what time we’re meeting with. Obviously, if there’s someone like from a media or an influencer that is

00:54:48.000 –> 00:55:02.000

asking that they want to specifically meet with them, or it’s somebody that is, like, their target for… that their goal is to meet with that influencer or media contact. We’ll let them know as soon as that appointment is booked, because

00:55:02.000 –> 00:55:20.000

A lot of the times, some of the clients want to personally meet with those people themselves rather than having like one of their team members. So once that’s booked, like, we’ll shoot them an email and just say, hey, we wanted to let you know that, like, XYZ is coming to your booth around 10 a.m. on Wednesday. If you’re available, great.

00:55:20.000 –> 00:55:45.000

We always tell our clients, like, they… if they’re available, great, like, they are welcome to meet with everybody, but we also are happy to act as, like, an extension of their brand, and if, for some reason they’re pulled into a meeting, or they’re not able to meet with the person at that time, like, we’re happy to kind of brief them on everything. We know all the key messaging. We know all the product highlights and everything that they want to

00:55:45.000 –> 00:55:58.000

expressed to the media, and so we’ll be able to brief them, and then if there’s any questions that come through that, like, we can’t answer ourselves, we’ll just say, you know, hey, that’s a great question. We’ll follow up after the show, like, we want to make sure we get you the right information.

00:55:58.000 –> 00:56:14.000

Yeah, excellent. Very supportive. And I’ve been that in real life out in the wild. Okay, there’s actually a lot of questions in here. I’m not sure we’re going to get through them all. I’m going to try to rapid fire a couple here.

00:56:14.000 –> 00:56:21.000

Do you recommend using social media to promote booths there, and what will motivate the media and influencers to come by?

00:56:21.000 –> 00:56:40.000

I absolutely recommend it because everybody seems is on social media right now. And it can be as simple as, like I said, like a story post or on Matrix partners, how we let people know we’re going, we just posted like a trendy carousel post that says, like, super zoo, we’re coming and we

00:56:40.000 –> 00:57:09.000

Try to get people in the comments, like, are you going to be there? So we have, like, that call to action of, hey, if you’re going, leave an emoji below or something. And while you’re on the show floor, I think having some sort of, you know, just keeping up on social media, whether it’s LinkedIn or

00:57:09.000 –> 00:57:10.000

Hmm.

00:57:10.000 –> 00:57:16.000

Instagram and Facebook sharing like we’re here, or having your team participate in, like, a funny little trend of, like, you guys setting up your booth so that influencer and media know that you’re going. That’s just… that’s an easy way to kind of set the stage and get people excited to come by.

00:57:16.000 –> 00:57:30.000

Amazing. And as

00:57:30.000 –> 00:57:31.000

Yeah

00:57:31.000 –> 00:57:36.000

Again, somebody who used to go from the media side, I did always look at stories, and I usually followed certain hashtags so that I could, like, get everybody, you know, so whatever it is, SuperZoo26 or SuperZoo, and then I would look through and just see who’s gonna be there, who’s doing what, and start to make lists that way.

00:57:36.000 –> 00:57:37.000

Yeah.

00:57:37.000 –> 00:57:38.000

Yep.

00:57:38.000 –> 00:57:39.000

Yeah.

00:57:39.000 –> 00:57:43.000

Absolutely. Okay. So

00:57:43.000 –> 00:57:59.000

What should be in a show press release? You talked about a PR kit and a media kit, but what if somebody’s doing a show press release, what do you recommend? They said new sustainable prices, new products, company updates, all of the above. Is too much information bad?

00:57:59.000 –> 00:58:11.000

I don’t think too much information is bad, but you don’t want to obviously overwhelm the media, so I think, like, if you’re putting together a press release and it’s, like, touching on all of your sustainable initiatives, like.

00:58:11.000 –> 00:58:31.000

that might be a little overwhelming. You could try to kind of pick maybe 3 that are the most important and share those in, like, that press release specifically, as we mentioned, like, the media kits and, like, the media toolkits. If you wanted to have, like, either a QR code or a link on a page on your website

00:58:31.000 –> 00:58:55.000

That kind of has like additional information and resources, that is great as well. But a lot of the times, like, you want it, the press release that you use for the press room at Super Zoo should be like what your main focus is for the show. Like, if you are launching a new product, like you want to get that out there. If it is something like you just changed your packaging and it’s made it more sustainable, like you want that to be

00:58:55.000 –> 00:59:11.000

the thing that everybody sees, so it’s really what you’re looking to highlight at the show, and I don’t think, like I said, I think you could still have, like, another press release readily available to share with the media, and it doesn’t necessarily have to be, like, in the press room

00:59:11.000 –> 00:59:25.000

With all the other press releases, because sometimes they do… you get limited space in the press room, and so if you do have multiple press releases, it’s like, you might only have, like, the first press release is the one that’s visible, so people may not even see the additional ones. So

00:59:25.000 –> 00:59:26.000

Yeah.

00:59:26.000 –> 00:59:41.000

It’s definitely great to have, like, a QR code for people to scan, and have, like, maybe a little landing page on your website with additional info.

00:59:41.000 –> 00:59:42.000

Yeah.

00:59:42.000 –> 00:59:43.000

Yeah.

00:59:43.000 –> 00:59:56.000

Great. I love that. The landing page idea is great. Follow up easy places for people, QR codes, all those things are really helpful. Okay, we are like at time and there’s still questions in here, but I want us to be able to wrap up and give everyone time back. So if you didn’t get your question answered, I’m so sorry. We might be able to follow up and answer a few. One was about AI and pitching and I’m like, that’s interesting.

00:59:56.000 –> 00:59:57.000

Yeah.

00:59:57.000 –> 01:00:14.000

But we’ll try to follow up with a few things. I want you each to have a moment just to close. One of the things you said, Krista, that I think is a good segue into that is you said a trade show is not a moment, it’s a campaign, right? And so what do you want to leave everyone with to ensure that that thought really resonates?

01:00:14.000 –> 01:00:30.000

Yeah, I think, you know, there’s a lot that goes into a trade show. It’s like, again, once you get done with Global, you kind of have to start planning for SuperZoo right away. So, a lot of things can get missed, and I think it’s just important to have that checklist of

01:00:30.000 –> 01:00:46.000

what you need to accomplish beforehand, and just make sure it’s true to your brand. Don’t try to do too much, you know, just make sure what you’re putting out there and why you’re at the show, and what message you’re putting out there is true to you and what you want

01:00:46.000 –> 01:00:53.000

How you want pet owners to perceive your brand and what you want them to take away from their meeting with you.

01:00:53.000 –> 01:01:11.000

Yeah, and to kind of piggyback off that, like it’s important to remember like trade shows don’t just start when the doors open and when the show closes. So like the brands that see the biggest impact are the ones that treat them like the full storytelling opportunities from pre-show outreach to the post show follow up

01:01:11.000 –> 01:01:27.000

So that it’s definitely important to keep that in mind, and we are… we look forward to seeing everyone in Vegas, and if you see us on the show floor, like, please stop us and say hello, and if anyone has any questions, obviously after that weren’t answered during this, feel free to shoot Krista or I an email

01:01:27.000 –> 01:01:30.000

We’re happy to answer and connect with you guys.

01:01:30.000 –> 01:01:52.000

Yeah. Well, thank you both so much. It was wonderful to hear all of this. So many great takeaways. I hope everyone starts thinking about this if they haven’t or helps support the way you’re approaching it already. And we will see you in Vegas, many of you. We can’t wait. Definitely reach out to Matrix if you’ve got questions or you want to get on their media tour or PR help for the show

01:01:52.000 –> 01:01:53.000

Thank you so much, Claude. Thank you.

01:01:53.000 –> 01:01:54.000

will definitely be worth it. All right, my ladies, thanks all.

01:01:54.000 –> 01:01:57.000

Thank you.