ORLANDO — The American Pet Products Association (APPA) and Pet Industry Distributors Association (PIDA) Global Pet Expo reported record attendance for 2024. Approximately 20,000 registered attendees (an increase of approximately 4,000 from 2023) visited more than 1,100 exhibiting companies at the sold-out 343,000 net square foot show floor at the Orange County Convention Center March 20-22.
APPA CEO Peter Scott gave three reasons for the increase in attendance: increased domestic and international travel to trade shows in the post-pandemic era, new marketing tactics and experiential enhancements to make Global Pet Expo a “can’t-miss event.”
New marketing approaches
Scott explained that the show’s marketing team has ramped up its social media efforts and expanded its reach, using targeted campaigns, a partnership with DOGTV and a more conversational approach to drive engagement:
“We did things differently, really leaning on social, with LinkedIn being a good conversion point. We just measured a lot of the funnel and ran more drip campaigns… We were much more aggressive in how we went out there and acquired participants. It really seems to have paid off.”
An experience not to be missed
According to Scott, additions to the show floor—including informational touchpoints, specialty sections, fireside chat areas, a Q1 industry report presentation and more—have been included to enhance the show floor experience and “bring together, inform and connect…with a little wow factor.”
One of the highlights of the event was the extended and updated Unleashed Party welcome reception, which included a video DJ, 360-degree selfies and a custom poem written and performed by Orlando Poet Laureate Shawn Welcome about the human-animal bond. With approximately 2,000 guests, the reception exceeded attendance expectations.
“Seeing it all come to life was probably the most impactful moment for me,” Scott said.
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Another new addition, APPA’s recently acquired Pet Summit event on enterprise marketing, creator content, research and analytics, also exceeded attendance expectations and sold out.
Additionally, Global Pet Expo’s new “Innovation in Motion Experience” included a revitalized new product showcase, with more than 1,000 products spread across the show’s continuous, reusable back wall.
“Our research showed that 96% of attendees come to learn about new products, so we wanted to focus on that area…go there first, learn about what’s new, and then go talk to the manufacturers who sell them,” Scott said.
Looking forward
The next edition of Global Pet Expo is scheduled for March 26-28, 2025. Scott said APPA and PIDA plan to refresh the show’s aquatic area, further enhance its educational features and “continue to enhance the experience…to make it a show not to be missed.”
APPA and PIDA will also “gather, inform and connect” throughout the year, using the exhibition as a connection point while hosting virtual cohort meetings.
Global Pet Expo is part of the 2023 Fastest 50 Class, ranked by exhibiting companies, net exhibit space, and total attendance. Learn more about the 2023 Fastest 50 Class here.
Contact Pete Scott at pscott@americanpetproducts.org.