Engaging in dialogue

“This year’s edition of the Pet Fair trade show will be completely different from the previous ones,” is the message being put out by Łódz´ International Fair Ltd. The organisers are going to promote dialogue, education and rivalry. Two of the new strong points of the fair programme are the first so-called Best Pet Shop Pet Trade Forum and the Pet Business Innovative Product Competition: the Best Pet Shop Pet Trade Forum is a pioneering initiative in the Polish pet trade. Topics will include questions related to visual merchandising, customer-influencing techniques and colour psychology. Furthermore, product label contents will be the subject of a special workshop and some talks will cover presence on the Internet, including e-commerce and social media. the Pet Business Innovative Product Competition is aimed at the exhibitors at Pet Fair 2011. It’s an invitation to a contest and offers the possibility of presenting a new product and testing the efficiency of its message addressed to the end customer. The fair company is confident that such significant changes will make the formula of the event in Łódz´ much more attractive. They are the subject of an initiative of Łódz´ International Fair with Pet Media, the Polish pet market trade magazine. High expectations In view of the growing level of professionalization as well as increasing competitive pressure from abroad, the Pet Fair in Łódz´ is an important communications and meeting platform for Polish manufacturers and suppliers in particular, along with the retail and wholesale trade. For foreign companies too, the Pet Fair is a valuable opportunity to make contact with the Polish pet supplies trade. “The pet sector in Poland deserves a professional fair,” says Andrzej Ceglarek, Pet Media CEO. Manufacturing and commercial family businesses have been present in the Polish market for many years; another generation is now taking over their management, he explains. “Thinking of the 2011 edition, we set ourselves a very ambitious goal: we want to make the Pet Fair be seen as a meeting place for pet business professionals,” adds Mirosław Pietrucha from the fair organising company. Download: Engaging in dialogue (PDF file)