22. Exhibit Smarter: Inside the Strategy of Dog Lovers & Cat Lovers Festival Success with Paul Mathers from Pet Projects International

In this episode, Tarryn sits down with Paul Mathers, Group Festival Director at Pet Projects International—the team behind Australia’s much-loved Dog Lovers and Cat Lovers Festivals. Join us as Paul shares his journey from acting and theatre production to leading some of the country’s most iconic consumer events for pet lovers. This conversation dives deep into the evolution of the festivals, the growing demand for immersive and authentic brand experiences, and why live events remain such a powerful platform for connecting with pet parents. Whether you’re a pet brand new to expos or looking to level up your presence at live events, this episode is packed with practical tips, behind-the-scenes insights, and strategic advice to help you maximise your impact. We discuss: Why pet festivals are more than expos—they’re immersive community experiences What sets the Dog Lovers and Cat Lovers Festivals apart, and why their distinct “vibes” matter How pet brands can better prepare for expos and avoid the biggest mistakes exhibitors make The power of brand storytelling, engagement, and experience in a live event setting Why collaboration—not just attendance—is key to festival success How show apps are transforming the way brands connect with consumers Strategies for standing out, even with a small booth and limited budget Why the real work starts after the event, and how to follow up effectively About Paul Mathers Paul Mathers is the Group Festival Director at Pet Projects International, the organisation behind Australia’s premier Dog Lovers and Cat Lovers Festivals. With over 25 years of experience in event management across sales, marketing, and operations, Paul has been instrumental in creating engaging, interactive, and award-winning events that bring buyers, sellers, and communities together. Paul’s Links: Paul’s LinkedIn: https://www.linkedin.com/in/pmathers/ Dog Lovers Festival website: https://dogloversfestival.com.au/ To get in touch with the Dog Lovers Festival team, email: [email protected] The Pet Biz Project podcast helps you to build meaningful relationships with and sell more effectively to one of Australia's fastest growing consumer groups, Pet Parents. If you loved this episode, please leave a rating and review of the Pet Biz Project podcast. And don’t forget to sign up to our newsletter too, where we regularly share exclusive resources, industry updates and news to help grow your pet biz. Connect with us: Instagram: https://www.instagram.com/Pet_Biz_Creatives/ Facebook: https://www.facebook.com/petbizcreatives YouTube: https://www.youtube.com/channel/UCzi1Sdhxb3CqxaGvz-fZfCA LinkedIn: https://www.linkedin.com/company/pet-biz-creatives/ Website: https://petbizcreatives.com/ Learn more about the Pet Parent Decision-Making Matrix at go.petbizcreatives.com/matrix The Pet Biz Project podcast helps you to build meaningful relationships with and sell more effectively to one of Australia's fastest-growing consumer groups, Pet Parents. If you loved this episode, please leave a rating and review of the Pet Biz Project podcast. And don’t forget to sign up to our newsletter too, where we regularly share exclusive resources, industry updates and news to help grow your pet biz. Connect with us: Instagram: https://www.instagram.com/Pet_Biz_Creatives/ Facebook: https://www.facebook.com/petbizcreatives YouTube: https://www.youtube.com/channel/UCzi1Sdhxb3CqxaGvz-fZfCA LinkedIn: https://www.linkedin.com/company/pet-biz-creatives/ Website: https://petbizcreatives.com/