Global Pet Expo • Case Studies • The Impetus Agency

Deliverables

  • Media Relations
  • Influencer & Blogger Relations
  • Traditional Media
  • Social Media
  • Event Planning
  • Coordination & Implementation
  • Global Pet Expo TV Host
  • Pre-Show, Onsite & Post-Show Marketing Assistance for Exhibitors

Show Media Attendance and Coverage

Since 2004, the Impetus Agency has provided strategic media outreach solutions to increase media attendance and coverage of Global Pet Expo (the show, formerly known as the APPMA Show, was rebranded to Global Pet Expo in 2005).

From creative media invitations to effective pitching strategies and continued relationship building with key media contacts, we have helped grow media attendance at the show significantly from 80 to more than 250 today.

Understanding the ever-changing landscape of the media, the Impetus Agency brought bloggers and online media into the mix over the past few years, and created a strategy to engage with key influencers at Global Pet Expo 2020 which resulted in dozens of exciting posts that garnered thousands of likes and views and impressive engagement across the board.

Since Global Pet Expo’s inception, the Impetus Agency has successfully secured coverage from such prestigious media outlets as the TODAY Show, Good Morning America, HGTV, TLC, US News & World report, Wall Street Journal, USA Today and New York Times, to name a few.

Results

In Q1 of 2020, More than 2,200 outlets covered Global Pet Expo with total reach of 522,607,137 and ad equivalency of $4,834,117. Some highlights from this year’s Show include coverage in the LA Times and eight live hits on the popular morning show Good Day Orlando (Fox) with total reach of 86,436 and $115,315 ad equivalency.

Total Reach: 522,607,137

Ad value equivalency: $4,834,117

Sponsored Media Events

As Global Pet Expo approached its second year in 2006, the Impetus Agency pitched the client on a new event that would celebrate attending media, honor a distinguished member of the media each year, attract major media personalities and serve as a valuable sponsorship opportunity to an exhibitor.

For the first event, Dr. Marty Becker and Steve Dale were selected as honorees of Global Pet Expo’s annual Excellence in Journalism and Outstanding Contributions to the Pet Industry Award. To date 16 members of the media have been honored including Victoria Stilwell, Rachael Ray, Ellen DeGeneres, and most recently Dr. Courtney Campbell.

The event, now known as The Purina® Media Reception at Global Pet Expo, is one of the most popular networking events for media, and has provided the sponsor, Purina, with a unique opportunity to network with the media in a casual and fun atmosphere.

Results

The success of the Media Reception led the Impetus Agency to work with Show organizers to create additional media sponsored events to help generate revenue for the Show. Those include: The Media Welcome Breakfast, Global Pet Expo Press Conference Lunch, and Wrap Up Lunch, all of which have been attended by hundreds of media contacts, provided exhibitors with valuable exposure and networking, and have generated thousands of dollars in sponsorship revenue. Sponsored Press Kit Bins and Press Office Wall Panels have also been added in the past couple of years.

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