Successful at trade fairs: Building and maintaining networks promotes follow-up business

Trade fairs are the primary platform of both innovation and communication. As such they present the tomorrow’s solutions and prepare tomorrow’s business. Even in our digital age, the business world is driven by personal exchange at the most important trade fairs, as is Interzoo for the pet industry.

Trade fairs are multifunctional platforms that offer exchange, innovation, business development and educational services in one place. They connect industry players and enable contact that cannot be replaced equivalently by virtual meetings and correspondences via e-mail. Accordingly, many exhibitors value trade fairs as a physical venue that ensure the perfect setting to refresh old business contacts or get in touch with new partners. "Interzoo gives us the opportunity to meet many business partners in person. This is important because the best communication technology cannot replace interpersonal exchange," says Georg Müller, Managing Director of Interquell Petfood and President of the Supplies Industry Association (Industrieverband Heimtierbedarf, IVH), who considers trade fairs as a central component of his business strategy.

Interzoo: the cornerstone for economic success

In particular, the world's leading trade fairs in the respective industries also offer an attractive environment for the presentation of new products and innovations. "For me, Interzoo is an important indicator of trends: many manufacturers focus on the Interzoo date when developing their new products", says Birgit Zelter-Dähnrich, Chairwoman of the Board of egesa-zookauf. The sale of these new products usually starts directly at the fair, when dealers, suppliers and specialist retailers come together and initiate post-fair business – a new value chain is developed. Expressed in Interzoo figures, this means that 93 per cent of all Interzoo exhibitors expect substantial post-show business as a result of their good contacts during the fair. Interzoo gives exhibitors the opportunity to broaden their business horizons, build new relationships and exchange information. In just a few days at the fair, the foundation is made for significant business deals in the following months.

Innovation platform Interzoo

In a representative survey by the Association of the German Trade Fair Industry AUMA, two thirds of exhibitors use the trade fair to prepare for sales and contract conclusions. In addition to raising awareness, improving the brand image, presenting new products and cultivating existing and new customer contacts, post-fair business is thus one of the main reasons for participating in a trade fair. It is precisely because of this variety of opportunities that most companies see participation in a trade fair as an integral part of their company development. "Interzoo is not only the innovation engine of the industry, it also connects people in the global pet world. No other trade fair for pet supplies brings together so many decision-makers and experts from industry and trade", explains Norbert Holthenrich, President of the German Pet Trade and Industry Association (ZZF).

The advantages of a trade fair participation at Interzoo

The event analysis of Interzoo 2022 proves this importance of networking for post-fair business: 96 percent of Interzoo exhibitors were able to make new business connections, with a target group reach of 97 percent. The perfect foundation for a flourishing post-fair business. Interzoo in particular, as the world's leading trade fair for the pet industry, is proven to be a great starting point for post-show business – due to a very high visitor quality and an extraordinary decision-maker quota among the trade fair visitors. In 2024, the future course of the pet industry will once again be set at the Nuremberg Exhibition Centre when the 38th Interzoo (7 –10 May 2024) networks, informs and inspires exhibitors and trade visitors from all over the world. Be part of it!