Brand building at pet events

Posted22/08/2022

Recently Ipromea took part in three pet industry and trade events in Sydney and the Gold Coast.

With the support of Zakazukha, they were able to engage with visitors using some branded collateral, visually appealing stands, product displays, competitions, discounts, and event marketing in the lead up to each event via social media, blogs and EDM.

The purpose of exhibiting at these events was to expose the Ipromea brand, promote the products to key target audiences and educating them about the importance of probiotics for pets.

These key target audiences for Ipromea included retailers or wholesalers, and consumers or end-users who purchase the product.

With the target audience in mind, we helped them design materials such as flyers, advertising, marquees, pull-up banners, tablecloths, postcards, and other digital promotions such as website blogs, social media posts, and more.

Below is a rundown on these events, the marketing material, achievements and end results.

Central Pet Trade Event

Ipromea was the platinum sponsor at the recent Central Pet Trade Events on 23 and 26 July 2022 in Sydney. Central Pet hosted an in-person trade night on 23 July at the Wildlife Sydney Zoo and a virtual event on 26 July with some key pet health suppliers, such as Ipromea.

Ipromea works with Central Pet, a national wholesale distributor of pet products specialising in animal health retail, to help get their products into pet stores around Australia. Central Pet leads the industry thanks to its dedication to delivering the best quality pet product in the country.

Levering the latest technology, Central Pet brought the event online and created a 3D virtual space so that remote customers were able to join the fun online and interact with suppliers in real time.

The Zakazukha team helped design and create various sponsorship requirements and collateral for both the online and offline Central Pet events. This included some print advertisements, digital advertisements, pull-up banners, branded tablecloths, print flyers and digital assets for the virtual display.

Read more here: https://ipromea.com.au/2022/07/12/platinum-sponsors-at-the-2022-central-pet-trade-event/

Dog Lovers Show Sydney

On the first weekend of August, Ipromea was part of one of the biggest Australian dog festivals, the Sydney Dog Lovers Show, where national and international dog brands come together over two days to educate, entertain, and inspire dog owners.

The whole show was packed full of attractions, talks and exhibitors from the pet loving world. Ipromea was one of them and had a large stand with all their products on display. They gave out free samples, ran a competition and offered exclusive event discounts.

We helped the Ipromea team brand up their stand and created some consumer focussed marketing collateral such as a postcard with the exclusive show discount and other information flyers that helps to educate consumers about the benefits of probiotics for pets.

Zakazukha also helped Ipromea design a competition to win a microbiome test kit and one of twenty Ipromea products, with the entry mechanism being to scan the QR code and fill out the form to enter.

After this event we gained more than 100 entries and new subscribers to the marketing mailing list. This was a great activity to build the customer database and allow for further marketing, product sales and customer retention activities.

Read more about it here: https://ipromea.com.au/2022/07/12/visit-us-at-the-sydney-dog-lovers-show/

The next Dog Lovers Show will be in Melbourne in October, where Ipromea will be at it again with a great new product range to promote.

Paws at the Park, Gold Coast

Ipromea was the bronze sponsor at Paws at the Park on Saturday 27 August at Mudgeeraba Showgrounds.

It’s Australia’s largest dog event of its kind that allows some of the best Gold Coast and Brisbane dog businesses to market their products in an outdoor pet-friendly environment.

At the event Ipromea was showing off their range of probiotic products designed for dogs, with some samples to give away, competition and exclusive discounts.

They also had the insta famous pooch and surf grom Chino there to meet everyone, along with Dr Claire and some key staff to help answer customers questions about the products.

The Ipromea stand used a brand-new outdoor marquee that was organised and designed with the help of Zakazukha and Extreme Marquees.

They were also using the new table covers and using the event pull-up banners, tear drop banners, print collateral and other branding assets to help the brand stand out.

The results

Overall, Zakazukha and Ipromea have stepped up to the challenge of 3 events in 2 months and found them all to be a great success. Events can be challenging and require additional time and resources, but with the right support and plenty of pre-planning, they can be a great experience.

The digital results showed a positive increase after these three different events. The website had an increase of 40% in total impressions, a 53.1% increase in total website clicks, 20% new users than the previous month and a 33.1% increase in unique visitors from search.

We also helped to increase the consumer database with 113 new subscribers. All of this helps with SEO, digital marketing, social media, partnerships, sponsorships, and brand building for the long term.

Face-to-face events are a great marketing tool

At the end of the day, events can be highly beneficial for many brands who need to sell their products and services directly to their target market, which can have a lasting impact in a face-to-face environment.

If you can build a strategy that involves targeting your audience via key events, it’s wise to start with a thorough plan and timeline, assign responsibilities, collaborate with all parties and use creative flair to design innovative ways to capture attendees’ attention, then you will have it in the (doggy) bag!