Think twice

There are always good reasons for saving, especially in financially tough times like these. The drive to make economies, which is a financial necessity, if not an absolute imperative, for some companies in the pet supplies sector on account of empty coffers, is now beginning to affect the leading international pet supplies fairs. Big companies like Ferplast, Marchioro, Tetra Europe, Hill’s Pet Nutrition and Gimborn have given Zoomark International in Bologna, the most important pet supplies show in an Interzoo-free year, the cold shoulder. Many visitors couldn’t believe their eyes. After all, these companies have always had huge stands in the past, when times were good. Was all that just a false front? Were the companies no longer doing as well as they always purported to be doing? The absence of some big players didn’t have much impact on Zoomark International, at any rate. Visitor numbers actually increased significantly compared with 2011, when the aforementioned firms were still exhibiting. There are now plenty of other companies stepping up to take the place of the fair-weary big hitters in Bologna. They may have smaller stands, but perhaps they are more far-sighted commercially. These were the real winners at the fair … It will be a similar picture next year in Nuremberg when Interzoo takes place. Some companies have already announced a year in advance that they intend to give the world’s leading fair a miss. They give the reason that they want to invest the money saved on Nuremberg in new products or in the trade. That doesn’t sound very convincing to me! It’s entirely in order, of course, not to show up at a sector meeting place like Interzoo. After all, such fairs cost a lot of money, especially if a company feels it must put on as ostentatious a display as possible. But does it make financial sense to stay away from Interzoo? A company that absents itself from such an important show risks losing the direct link with its customers. Absence could also prompt wild rumours and speculation, which is often financially detrimental. And an important opportunity will be lost to present products to a global audience. It is to be hoped, therefore, that economy-minded companies will think twice before they actually decide not to exhibit at Interzoo. Download: Think twice (PDF-Datei)