Jun 2, 2016

P3 pet trade show announces second keynote program: Marketing to Millennials

Making its debut August 24-25, 2016 at Chicago’s Navy Pier, P3 | Progressive Pet Products trade show has announced its second keynote program, Marketing to Millennials: Consumer Trends & Retailing Impacts, scheduled for 8:30-9:30 a.m. on Thursday, August 25. Joining the show’s opening morning keynote session by successful entrepreneur Bill Rancic on Wednesday, August 24, this additional presentation by Jeff Fromm, the “Millennial Marketing Guy” and board member of Three Dog Bakery, will challenge retailers to unlearn and reimagine what they thought they knew about the millennial generation, including the retail customer journey, peer to peer communications and why millennials

prefer certain brands over others.

According to a study by Packaged Facts, the millennial generation has become a driving force in the American pet industry. Today there are 43 million pet owners in the 18-to-34 year old age group, and in the next five years (2015-2020) the millennial pet parent population is projected to grow to include an additional 2.6 million pet owners. In 2014, households headed by millennial consumers spent a total of $10.6 billion on their pets.

“Midwestern pet retailers and pet care service businesses need to be attuned to the expectations of the millennial consumer,” said Dean Russo, group show director, P3. “Millennials pet parents are proving that they are willing to spend the extra money on higher priced pet products and services to ensure that they are purchasing high quality goods and services, as well as food and treats, which affect their pets’ overall health and well-being.”

Fromm is also president of FutureCast, a marketing consultancy that specializes in millennial trends and he is also a contributing writer for Forbes. He spent significant time researching the millennial audience and is the co-author of “Marketing to Millennials” (2013) and “Millennials with Kids” (2015).

The program joins a number of exceptional educational programs and networking events, including the opening keynote address from Illinois’ own Bill Rancic, successful entrepreneur, New York Times best-selling author and winner of NBC’s The Apprentice on Wednesday, August 24 from 8:30-9:30 a.m. Following the opening keynote addresses, attendees can take advantage of more than 20 quick learning sessions during the two-day Independent Retailer Conference held on the show floor. An industry networking event is also scheduled following the close of the show on Wednesday, August 24 at the Landshark Beer Garden at Navy Pier This event is open to registered retailers and exhibitors.

In addition to educational programming and networking events, P3 is focused on bringing the industry’s newest pet products from every sector of the industry to the region’s retailers. The show has already attracted the support of top name brands like Blue Buffalo, Nestle Purina, and Mars Petcare as well as leading industry distributors like American Distribution and Manufacturing Company, Phillips Pet Food & Supply and General Pet Supply. A key highlight area of the show will be a special Incubator Feature Area showcasing prototypes and product innovations from brand new companies (less than 2 years in business) and inventors. Retailers can see the newest innovations from A Pet with Paws, Bio Urn 4 Pets, Chews Happiness, Knots of Fun Happy-Hands Happy Dogs, Nature Side Cat, Pet Me, Poochie Boots, Prim-enove and many more.