LYNN SWITANOWSKI WILL
PRESENT ON A NUMBER OF
TOPICS AT THIS YEAR’S SHOW.
BY LYNN SWITANOWSKI
Congratulations! You’re in Las Vegas for the largest pet industry trade show in North America! SuperZoo is sponsored by the World Pet Association, which as been welcoming pet retailers and manufacturers to this annual pet indus- try gathering since 1950. Coming off the biggest year in show history, the 2017 edition looks to be even better, with more exhibitor space, more buyers in attendance, more
educational sessions and more new product launches. However, with so much to see
and do, it’s possible to miss something. Whether you’ll be at the show for three days or
a portion thereof, there are several ways to maximize your time on the floor.
With more than 85,000 square feet of booth space and exhibits, it’s critical that you
make a plan, so make sure you have the tools to do so.
It’s never too late to download the SuperZoo mobile app to see which companies
are here and create a plan for your day. The app is free, and it doesn’t require continual
access to the internet, so it can be utilized while you’re on the show floor.
Features include the ability to:
• create a schedule for SuperZoo education sessions
• book personal business appointments
• access reference maps that help attendees negotiate the show floor
• mark exhibitors as favorites
• use the interactive showroom map
• find SuperZoo daily news
Once you’ve downloaded the app, don’t forget to map out which vendors to see
based on your business interests. Use the neighborhood map to determine where you
want to go. There are eight neighborhoods or special areas on key products that your
business needs. (See pages 32 and 34 to get more information on the New Exhibitor Row
and Nature’s Pathway sections in this issue.) Determining what products are offered in
each neighborhood can help you maximize your time on the show floor.
Also, don’t forget to make time to see the New Product Showcase. Last year, there
were more than 800 new pet products showcased in Vegas, and, with many more to see
this year, one of these new items could be your next best-seller.
After making a plan to see the world-class products at the show, be sure to review the
award-winning educational programming. Day 1 of the conference sessions has passed,
but there is still time to join in on some sessions that will help you learn the tools and tips
you’ll need to grow your business even more. With more than 88 hours of educational
programming at this year’s show, there is something for everyone.
The educational sessions are broken into three groups (the full schedule can be
found on the show app):
• Retail Education Sessions (business improvement topics covering marketing, operations, social media and more)
• Grooming Sessions (hands-on demos and educational content)
• Free Animal Wellness and Retail Topics (30-minute sessions held right on the show
floor to help with education and motivation for your business)
There is still time to register for session tracks at the show. On-site registration is
available upstairs where the show registration is located or downstairs in the North
Convention Center where the sessions are held.
And while you’re at the show, be sure to follow SuperZoo posts via social media sites
including Facebook, Instagram and Twitter. There are plenty of show specials offered,
and posts, tweets and comments are the best way to get real-time information about
what is happening on the show floor and in the seminar rooms at any moment.
In order to get to the show and have time for education and shopping, tram hours to
and from Luxor and Excalibur have been extended. These additional tram hours make
it easy to get to early-morning events and go home from late-evening activities at the
And speaking of evening activities—after a full day of educational seminars and
shopping the show floor for great products for your business, plan to attend the net-
working event Tuesday night from 5 to 7 p.m. It’s a great place to talk to fellow pet
industry businesses and learn from each other—and make new friends at the same
time. After the show on Wednesday night, join us at the House of Blues, where country
superstar Trace Adkins is sure to get everyone singing and dancing the night away.
We hope these tips will help you maximize your time at the show and help you learn
ways to make your business even better. Have fun and enjoy the show!
Lynn Switanowski, president of Creative Business Consulting Group (CBCG)—an international
retail consulting firm—partners with retailers, e-tailers and manufacturers to create and implement sales, marketing and inventory management strategies. CBCG helps retailers understand
the changing consumer trends and helps business owners harness the power of new media and
marketing tools to connect with today’s “wired” consumers. Switanowski speaks frequently at
trade shows and teaches retail marketing and branding at several colleges in the Boston area.
What to Do and How to Do It
With so much to see and do at the show, the best strategy for
attendees is to have a plan of action.
TUESDAY, JULY 25
11:00am - 12:00pm
Get Retail Ready: Change
Happens—What Is Your Pet
Business Doing About It
WEDNESDAY, JULY 26
8:00am - 9:00am
Instagram 2017: Why
You MUST Have It and
How to Make It Work for
Your Pet Business
9:30am - 10:30am
How Many Dollars Does It
Take to Market Your Pet
Store? Allocating Marketing
Dollars to Maximize Sales
11:00am - 12:00pm
Marketing and Making
Money From Your
LYNN SWITANOWSKI’S SUPERZOO
All will be held in South Pacific C.