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With a new name and a new concept, Fressnapf’s in-house trade fair “EXPERIENCE 2010” reported a new record number of visitors from the word go: Around 2,600 trade fair visitors came to Fressnapf’s central warehouse, converted into an exhibition hall, on September 25th and 26th. Alongside internal Fressnapf departments, around 100 exhibitors showcased their products and services over approx. 7,000 m2 of exhibition space. True to the new trade fair slogan “EXPERIENCE – learn. understand. act.”, the trade fair set new standards in comparison to Fressnapf in-house trade fairs of the past with its three concept pillars: trade fair, workshops and infotainment. “Our in-house trade fair continues to evolve every year. It has long been a symbol for our energy and tempo, with which we realise fantastic new ideas to inspire our franchise partners,” says Fressnapf CEO Torsten Toeller on the success of the EXPERIENCE.

Welcome to “Fressnapf City”
At the EXPERIENCE, the exhibition stands of internal Fressnapf departments were transformed into a “Fressnapf City” with advertising pillars and street signs such as “Investment Boulevard” and “Non Food Square”. Here, Fressnapf employees creatively showcased their latest ideas and concepts. The cat cinema “Cinemaunz” with the slogan “big screen for small gourmets” brought the “Mein Katzenglück” campaign to the big screen, with which franchise partners aim to boost sales in the cat food category. Stocked up with fresh popcorn, visitors could saunter down the red carpet and marvel at the animal-themed film posters. The private label non-food department appeared as “summit chasers” against an alpine backdrop: From paintings with a bellowing stag to traditional costumes – every detail was perfect. Franchise partners could climb their way to a 20 percent discount on merchandise on a climbing wall – 20 percent for 20 years of Fressnapf! There was also plenty to see at the other stands, such as the “invertebrate joint project”, where a total of five specialist areas made an extensive presentation about nano aquariums to new target groups. In addition, the Fressnapf Academy presented its franchise partner programme and the trainee qualification programme and the e-commerce/direct marketing department presented the new autumn/winter catalogue.

Workshops and infotainment
From a pure ordering trade fair to a hands-on trade fair: True to this motto, Fressnapf also offered workshops and seminars as part of the trade fair for the first time in the “ideas village”. Here, Fressnapf employees and external experts addressed topics such as “Happy customers buy more: stress management at the point of sale” and “High premium pouches for cats – only a matter of taste?” in German and English. Infotainment, the third pillar of the EXPERIENCE, meant that there was also a concentrated dose of entertainment for young and old in Krefeld alongside the informative events in the ideas village. In front of the central warehouse, a gigantic crane hoisted thirsty trade fair visitors with a head for heights to the “Cocktail in the Sky” 46 metres above the ground, where cocktails such as a “Skyquiri” or “Cloud Colada” were then served in the cool breeze. Right next to the crane was the KIDS CORNER, where the youngest trade fair visitors could run around to their heart’s content. The trade fair ended on Saturday with a traditional trade fair party, where almost 2,000 dance-loving party guests took to the dance floor until the wee hours of the morning to the pumping sounds of the “Fressnapf Allstars”, the company’s in-house rock band and the “sky dogs” show band.

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In-house trade fair “EXPERIENCE 2010” RGB - JPG Fressnapf employees welcome trade fair visitors to the “CINEMAUNZ” cat cinema, a big screen for small gourmets. Photo: Fressnapf/Thomas Lammertz Download (450KB)

In-house trade fair “EXPERIENCE 2010” RGB - JPG Specialist Bart Ooijman from consulting firm retail branding AG lectures on neuromarketing and stress at the point of sale in one of the seminars. Photo: Fressnapf/Thomas Lammertz Download (374KB)

In-house trade fair “EXPERIENCE 2010” RGB - JPG Head of private label non-food Daniel Liba as a “summit chaser”: Franchise partners could climb their way to a 20 percent discount on merchandise on the climbing wall. Photo: Fressnapf/Thomas Lammertz Download (475KB)