For many, Petindex’s Innovators Zone represented the first opportunity to meet the industry face-to-face.  Designed as a cost effective marketing opportunity for those companies just starting out, the Zone was priced to ensure that marketing budgets were utilised in the best way possible. 

David Wright, director of Rattle & Reward, who made their debut at the Petindex Innovators Zone, said: “The Innovators Zone was an ideal opportunity for our business.  We had only been trading within the pet sector for a few months when we attended the show and as a result we only had a limited budget to spend.  However working with the Petindex team and joining the Innovators Zone meant that we were able to make our money work harder and therefore did not have to miss out on the opportunities that a trade event such as Petindex presents you with, such as the vital exposure to retailers and wholesalers.”

David’s comments are echoed by those of Alex Wilson, director of Spiffy Dog.  He said: “We had been keen to participate in a trade show but we knew that this would require a significant investment on our part.  As a new business we didn’t have a large pot of money that we could dip into so it was essential that we had to make every penny count.  Without the specialised pricing for the participants of the Innovators Zone we would not have been able to attend Petindex, and would have missed out on the many opportunities it presented us with, including maximising on both consumer and trade links.”

With thousands of buyers and retailers visiting Petindex across its three days, there was plenty of opportunity for innovators to get their product in front of the right audiences.  Poopsta confirmed that they made connections with over 100 buying contacts during the show.

Toby Massey, director of Becothings, the company behind the BecoBowl – who were awarded the Petindex New Product award during the show - also commented that the Petindex Innovators Zone provided an ideal platform to meet key buyers.  He said: “When we signed up to the Innovators Zone we draw up a list of goals we wanted to achieve whilst at the show.  One of our key targets was to pick up new stockists, and we can certainly say we achieved this.  The show far exceeded our expectations, as we saw a wide range of visitors at our stand – from small independent retailers to large, high street chains, plus many others who we would not have had the opportunity to meet if we hadn’t attended the show.  In total we signed up two new high street stores, plus many new independent stockists.  In fact the sales drive was so successful that we sold our entire first shipment of Becobowls within three weeks, and that is all a result of the contacts we made at Petindex and the Innovators Zone.”

Added to this, participants of the Petindex Innovators Zone were able to maximise the exposure to the press.  Alex Wilson, from Spiffy Dog added: ”Before the show we had made contact with the key editors, however having the opportunity to talk to them face to face to discuss the product in details was invaluable.  Without this opportunity it would have taken us much longer to gather the exposure and coverage that we have had in the wake of Petindex.”

So what advice do the class of 2009 have for other budding innovators looking to take their first tentative steps into the market at Petindex’s Innovators Zone 2010? 

Richard Glynn, director of Poopsta, said: “Plan, plan and plan some more!  Never underestimate the number of contact sheets and order forms you will need.  We ran out everyday and always needed more.  It is also essential to think about how you want to maximise the brand building opportunity that is available as an exhibitor at such a sizeable event.  Consider what branding and messaging you want on stand, plus think about what you can do on-stand to draw the attention of more visitors.  We held demonstrations on-stand and often we were four or five people deep.  In a similar vein, other exhibitors within Petindex had dogs on-stand and this was just as effective.”

Spiffy Dog’s Alex Wilson added: “Petindex also offers a wealth of exhibitor help to ensure that you are maximising every opportunity.  We made sure we tapped into the PR and marketing assistance and we are so pleased that we did.  Without this help and industry expertise we wouldn’t have been able to raise our profile as much as we did.  It really is a must-do part of exhibiting at Petindex.”

Petindex look ahead to the Innovators Zone 2010
Building on the success of 2009, Petindex organisers have confirmed that they are developing the Innovators Zone further during 2010.  Innovators Zone participants will be able to benefit from a larger stand (6m²) priced at just £600, making it an affordable and viable option for companies just starting out in the market. 

Petindex’s sales and marketing team will also be on hand in the lead up to, during and after the show to ensure that all participants can maximise the promotional opportunities available to them.  Amongst these opportunities will be specialised web profiles that will enable participants to promote their products to the 170,000 unique users who visit gleebirmingham.com before the show.