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P3 Show Announces Second Keynote Program


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Making its debut Aug. 24-25 at Chicago’s Navy Pier, P3 | Progressive Pet Products trade show announced its second keynote program, “Marketing to Millennials: Consumer Trends & Retailing Impacts,” scheduled from 8:30 a.m. to 9:30 a.m. on Thursday, Aug. 25. Joining the show’s opening morning keynote session by successful entrepreneur Bill Rancic on Wednesday, Aug. 24, from 8:30 a.m. to 9:30 a.m., 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 is 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 the millennial pet owner population is projected to grow to include an additional 2.6 million pet owners by 2020. 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. “Millennial pet parents 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, president of FutureCast, a marketing consultancy that specializes in millennial trends, and a contributing writer for Forbes, added, “Experience innovation will be a key driver for premium pet retailers as they seek to serve the next generation of pet owners. Always be helping (ABH) will replace always be closing (ABC) when working with millennial pet parents. While some companies fear the unknown of the ‘innovation generation,’ the real winners are those retailers and service providers who engage and interact with today’s millennial mindset consumers.”

His program joins several educational programs and networking events, including the opening keynote address from Rancic, a successful entrepreneur, a New York Times best-selling author and a winner on NBC’s “The Apprentice.” 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.

The show also scheduled an industry networking event following the close of the show on Wednesday, Aug. 24, at Navy Pier’s Landshark Beer Garden. This event is open to registered retailers and exhibitors.

For complete details and to pre-register for P3, visit p3petshow.com.

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