The trade show booth as a stage for social media content
No studio captures a brand’s DNA as authentically as a well-designed trade show booth. Brands that recognise this use Interzoo not only for industry conversations, but also as a backdrop for high-quality content. Professionally staged photos and videos – featuring a trained dog, for example – communicate brand values, product launches, and company culture. Used strategically and in measured doses, Interzoo can even serve as a B2C touchpoint: a short reel from the booth, an authentic behind-the-scenes moment, or a product teaser in a trade show setting.
Petfluencers on-site: reach that extends beyond the halls
Many German petfluencers attend Interzoo. This is an opportunity that should be used strategically. Brands that reach out early, invite petfluencers deliberately, and offer them attractive photo opportunities at the booth gain credible brand ambassadors – and multiply the visibility of their trade show presence in precisely the communities that matter most. The key advantage: followers know and trust their creators. When a petfluencer features a brand at Interzoo, it doesn’t come across as advertising – it comes across as a recommendation.
Why credibility matters more than ever
There is a clear reason why this approach is especially important right now: AI-generated images and videos have fundamentally undermined trust in visual content. Events and authentic creator content have therefore become one of the few genuinely credible formats in marketing.
Own events with pets: maximising impact, Minimizing risk
Brands that go one step further and plan their own consumer events – ideally with petfluencers as amplifiers – should build in the social media extension from the very start. The perfect photo moment does not happen by chance; it is the result of deliberate planning. At the same time: events involving dogs require a well-thought-out safety concept. No loud music, no breakable crockery – the well-being of the pets is the absolute priority. Brands that take this seriously protect not only the pets, but also their own reputation.
About the author:
André Karkalis, founder of the TONY agency, has realised over 100 social projects for industry and trade in the pet sector with his team.
TONY has been organising the GERMAN PETFLUENCER AWARDS since 2019 and hosts Europe's largest creator event on the topic of pets, PETFLUENCER NIGHT.
Do you have any questions? Write to: a.karkalis@tony.pet
