Time is money

Europe is suffering a serious economic crisis. Even the retail trade has not been spared, although compared with many sectors of the economy the pet product segment is still faring reasonably satisfactorily. The latest market data appears more positive than anticipated in many countries; thus slight increases in sales are being achieved even in well-developed markets like Germany, France and Italy. But for how much longer? Growing unemployment and increasing consumer restraint are determining the market trend ever more strongly in many European countries. It is plain at the specialist trade fairs above all that the limits of growth have been reached, even in the pet sector. Visitor numbers are in decline, or only increasing slightly – only some fair organisers evidently don’t want to recognise this fact. Why else are even renowned fairs like Interzoo or Zoomark spread over four days, when exhibitors and visitors are unanimous in their opinion that three would be entirely sufficient?
Take Bologna, for example: a superb atmosphere prevailed on the first three days. Most exhibitors and visitors alike appeared highly satisfied. And on the fourth day? On the Monday, most stands were empty, and boredom reigned amongst the staff manning them. But the amount of money companies must spend on exhibitions is too high for this to be happening. Look at Wiesbaden: the second staging of the DeZooFa fair, which is geared primarily to the German specialist trade, attracted 4,647 visitors over three days. Most of these visited the fair on the Sunday; on the preceding two days, the exhibition halls were empty for most of the time. Many exhibitors are therefore rightly demanding that DeZooFa be reduced to two days.
Trade fairs still fulfil a significant function within branches of the economy. Existing contacts can be maintained and new ones cultivated at fairs, an aspect that is increasingly important in times of growing economic globalisation. But time is money, and so fairs have to become more efficient in future. For what use to the pet industry are longer fairs that attract fewer and fewer visitors?
Your
Ralf Majer-Abele