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8 Standout Sign Designs for the Ultimate First Impression

Because first impressions are everything.

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GREAT SIGNS DRAW in passersby. They do so by piquing interest and making clear the nature of a business. But as any owner will tell you, doing that according to property and other guidelines can prove challenging. These pet businesses share how they worked — some quite creatively — within the system.

Riverfront Pets
Wilmington, DE

Laura and Clinton Gangloff got permission from their landlord to try a different approach with signage. Instead of white lettering with red accents on the facade, like other businesses in the building, they hung a perpendicular sign with the Riverfront Pets logo, complete with red fire hydrant. “We still have the printed name on our awning so you can see who we are from across the road, but I think we reach more consumers with the placement we have now,” Laura says.

COST: $4,000 | TIP: Add stickers to your storefront outlining services and supplies. “We have found that is pretty helpful also.”

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Dog Krazy
LEESBURG, VA

Fun fact about the original Dog Krazy logo, shown here on the Leesburg location: It’s the font from ’90s animated series Ren & Stimpy. Nancy and Chris Guinn hung signs on the facade as well as perpendicular to the store to catch potential customers from all directions.

COST: $6,000 | TIP: Nancy says, “Make sure it stands out. A good sign is worth every penny. Think about what makes you want to go inside a business. If the sign is cheaply made and doesn’t catch your eye, your store may go unnoticed. Bold, bright and fun is what I always look for.”

The Pet Barber
HOUSTON, TX

With its logo and sign, owners Paul Willis and Kristen Cover let potential customers know they specialize in hand-scissoring. Cover says they proposed black lettering with uplighting, but that the landlord ultimately required an illuminated sign.

COST: $6,000 | TIP: Cover says to “negotiate the signage before you sign the lease, especially if you have something very specific in mind.”

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Wags To Whiskers
PLAINFIELD, IL

When Janelle Pitula moved her business late last year, its sign came with her. Initially, there was pushback. “There were some challenges with the village as they said it was a bit too big, but they conceded and gave us a variance since we’ve been in town for 14 years.”

COST: $5,000 | TIP: Make sure your sign is clear, readable, stands out from other tenants and represents your business. “If you can do your logo, great. If not, just be clear.”

The Modern Paws
TAMPA, FL

This store’s logo features a paw print within a dotted circle, with that alone serving as its icon. On their storefront, Ben and Lisa Prakobkit used it both as a decal on the door and above with “The Modern Paws” on an awning. Of guidelines, Ben says, “The property association did require any awnings to be made out of certain materials and fabrics, so we made sure to adhere to those requirements.”

COST: $5,000 for decals, awning and lighting | TIP: “Your signage is what any customer, or even potential customer, sees first. Make it clear and bold. You want to make the best first impression before a customer even steps in your doors. The signage draws customers in, customer service keeps them coming back.”

Southern Barker
LEXINGTON, KY

Lily, the Stewart family dog, stars in this store’s logo and sign. Leslie Stewart says that property guidelines dictated “that the sign itself be lighted, but because of our font, it was difficult to manufacture. We opted for a flat acrylic sign with gooseneck lighting above.”

COST: $4,600 | TIP: “Make sure the design, colors and font can be seen well from a distance and that the view is unobstructed.”

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Fetch Ri
RICHMOND, RI

Before deciding where to place signs for her store and applying for permits, Johnna Devereaux walked the entire property to determine sightlines. “We wanted to ensure that no matter which angle you were looking at the building, you would always see the Fetch RI signage. We have four exterior signs and two interior.”

COST: $1,500 | TIP: “It can be argued that on-site signage is the No. 1 marketing tool you have. After all, you can have the greatest business cards or ads, but if someone doesn’t find your store visually appealing and inviting from the outside, they may never step foot inside to see what you have to offer. When it comes to signage, take your time and do it right. First impressions are everything.”

Lewis & Bark’s Outpost
RED LODGE, MT

In historic Red Lodge, MT, regulations do not allow for neon or blinking signs without city approval. Danielle Chandler decided to forgo the red tape and instead use vinyl lettering on a storefront display window. “We chose the window, color and large size for visibility,” she says.

COST: $300 | TIP: If your store sits in the shade all day like hers, Chandler recommends placing colorful, seasonal windsocks outside with shiny windmills in flower pots. “The movement catches a lot of eyes. The days we forget to put them out, our sales are noticeably lower.”

Pamela Mitchell is the senior editor at PETS+. She works from her home office in Houston, TX, with Spot the senior Boston Terrier as her assistant.

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Tout You Own Brand with Custom Merchandise, Branded Freebies

Swag those tails!

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WHO DOESN’T LOVE SWAG? Offer up a free button or ball or other small promotional item, and your customer will say, “Yes, please” and “Thank you.” Some even love your business so much they’ll pay to wear or use its branded products. Now that’s success — revenue and “free” advertising. These six businesses have achieved exactly that.

Fetch RI
RICHMOND, RI

Humans and dogs alike can show their love for this store — in a variety of T-shirts, sweatshirts, hats and bandanas. Johnna Devereaux offers this advice, “People love buying our shirts and sweatshirts because they are super-comfortable. Work with your local embroidery shop and have them order samples so you can decide which materials feel the best, and carry only those!” As to pricing, she says, “Because we are getting free advertising when people wear our branded items, we only charge a 25 percent markup.”

T-SHIRT COST: $13, SWEATSHIRT COST: $35, HAT COST: $12, BANDANA COST: $4.50, DOG T-SHIRT COST: $8 | SOURCE: Local embroidery and screen-printing shop

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Crossbones Dog Academy
PROVIDENCE, RI

New training clients get their very own clicker to use, not only during class but when out and about practicing new skills. When hung from a wrist coil, they serve as walking advertisement for the business. Katherine Ostiguy says, “Branded clickers are worth the investment if your store offers positive dog training services.” She also sells them for $3.29.

COST: $1.15 | SOURCE: The Doggone Good Clicker Company

Cats Exclusive Veterinary Center
SHORELINE, WA

In their welcome packet, new patients get a three-step can lid with the clinic logo on it, and they also are available for $1.39 at the on-site store. Manager Amanda Bass says, “Carrying can lids when you sell dog and cat food is a must! Merchandise them near the canned foods as well as by the checkout stand.”

COST: $.049 | SOURCE: Pawprint Promotions

Animal Connection
CHARLOTTESVILLE, VA

Branded merchandise at this store features its tag line, “Bark Local.” Patricia Boden sells T-shirts, toys and magnets, but also gives them away — along with “Bark Local” and “Purr Local” buttons — at certain events and to valued customers. She even rewards those who wear the gear: “If I see someone wearing a pin or shirt, or a car with a magnet, they get a prize on the spot!”

SHIRT COST: $14 SALES PRICE: $20 SOURCE: VistaPrint | TOY COST: $9.50 SALES PRICE: $16.99 SOURCE: Hugglehounds | MAGNET COST: $1.50 SALES PRICE: $3 BUTTON COST: $0.44 SALES PRICE: $0 SOURCE: Sticker Mule

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Wishbone Pet Care
MISSOURI CITY, TX

Tammi Bui worked with an Etsy artist to create a custom, hand-painted dog collar with brand colors and logo. She sells them for $22.99, but also gives them as gifts to her most loyal customers.

COST: $11 | SOURCE: etsy.com/shop/merryjaneandthor

Yuppy Puppy
O’FALLON, MO

Jessica Cooke says, “I smack my logo on anything I can!” Some items she gives away, such as bandanas to new grooming clients, but uses others as incentives. Customers who book a 30-day play-camp package for $515 get a free towel they can use on Splash Days, and those who buy a filled treat jar for $6 can refill it for $3. “We also use these in our donation gift baskets, with a note telling them to keep the jar and come see us for a refill!”

TOWEL COST: $11, TREAT JAR COST: $2.50 | SOURCE: AnimalsINK

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Help Pet Owners Celebrate Their Friends’ Birthdays

These stores help customers make their dog’s birthday or gotcha day wishes come true.

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PARTY HATS. CAKE — real or plush squeaky. Birthday bandanas. The variety of pet celebration products continues to increase, as do the size and creativity of displays that feature them. These stores help customers make their dog’s birthday or gotcha day wishes come true.

AK BarkANCHORAGE, AK

This store promotes inclusiveness with its celebration table. Those who bake can buy mixes and bone-shaped trays, and those who don’t can pick up ready-made cakes and pies. “Happy Birthday,” “Welcome Home” and “Happy Adoption Day” cookies cover all dogs, as do pink and blue hats and toys.

BRANDS: Puppy Cake, Bubba Rose Biscuit Company, The Lazy Dog Cookie Co., Multipet, ZippyPaws.

TIP: Consider not offering a birthday discount. Mark Robokoff explains, “Birthday items would essentially be perpetually discounted. What we usually do instead is get a good photo if the dog is in the store (or from the customer’s phone if not), and wish them a happy birthday or gotcha day on our social media. Customers love to like and share the photos, helping to spread the word and making us guests at their party!”

Southern BarkerLEXINGTON, KY

This charming “Party” hutch offers everything needed for a pet celebration. Members of its Birthday Club get a free treat and a discount on purchases. “We also try to take a picture of every birthday boy or girl that stops in, and we post it to all of our social media,” Leslie Stewart says.

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BRANDS: ZippyPaws, Hugglehounds, Planet Dog, Haute Diggity Dog, Bosco and Roxy’s.

TIP: Carry Pearhead chalkboard celebration signs and block sets. Customers can use them to do their own photo session at home.

Mutts & Co.6 STORES IN OHIO

Celebration items are big sellers at these stores. Mark Vitt says, “Every day we have multiple customers coming in looking for a special treat for their dog’s birthday or gotcha day, and we point them right to our celebration section. They always grab a few cookies or cake for the party. But in addition, we suggest a bulk chew, a toy, or a bag of treats to share with other family pets, or even something fun to wear like a birthday hat or sports jersey.”

BRANDS: Puppy Cake, K9 Granola Factory, Bosco and Roxy’s, Planet Dog, Multipet, Bubba Rose Biscuit Company, PetCakes.

TIP: Cross-promote between departments: “We offer a free grooming service, like a Smooch a Pooch Dental Care Treatment, for dogs getting groomed during their birthday month.”

The Green SpotOMAHA, NE

At the top of this pet celebration display sits a sign encouraging customers to also pick up a ready-made treat from the bakery case or order a custom cake. Whitney Kamish reports that their birthday category sales are up 20 percent from last year.

BRANDS: Huxley & Kent, Lulubelles, HuggleHounds, ZippyPaws, Mirage Pet Products, K9 Granola Factory, Bocce’s Bakery, Taj Ma-Hound, Bosco and Roxy’s, Brixtix Bakery, PuppyCake.

TIP: Keep a set of Pearhead photo blocks open. “We use them when taking pictures for social media of customers’ pups.”

Miss Doolittles Pet Spa & BoutiquePOTTSVILLE, PA

The celebration case at this store couldn’t be sweeter. Missie Mattei uses cake stands and tiered dessert trays to make birthday treats and dog toys look even more special.

BRANDS: Preppy Puppy Bakery, Bubba Rose Biscuit Company, Pawsitively Gourmet, Taj Ma-Hound, Mirage Pet Products, Bardel Bows, Huxley & Kent, Petlou, ZippyPaws, Multipet.

TIP: Ride the birthday category wave. “We are constantly adding as the demand grows and we find new birthday related items.”

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Fetch RIRICHMOND, RI

Treat bar meets pet celebration display here. The Part-y bar experience includes free samples and posing with a special photo frame for social media.

BRANDS: Puppy Cake, Bocce’s Bakery, Kong, Charming Pet, Mirage Pet Products.

TIP: Don’t forget the rescue dogs who don’t have a known birthday. “We made up different photo frames so pups celebrating birthdays or gotcha days can be recognized.”

Flying M Feed Co.HOUSTON, TX

This celebration display looks like that of an actual party, complete with plush cake slices and handwritten place cards at each setting. Toys are presented as party favors.

BRANDS: Doggie Express, ZippyPaws, K9 Granola Factory

TIP: Point out popular products. Trace Menchaca says, “We offer a ‘registry list,’ which lists our best-selling birthday gifts should someone be attending a party and looking for something fabulous!”

Bark on MulfordROCKFORD, IL

What would a pet celebration be without a party hat? Or sombrero? This store has both, plus other accessories and supplies, in a charming display. “Lots of our customers are into celebrating their dog’s birthdays,” Kaye Busse-Kleber says. “Some even put choices of items down on the floor to see which their dog prefers!”

BRANDS: Puppy Cake, Buster’s Party Shop, FunDog Bandanas, Preppy Puppy Bakery, Bocce’s Bakery.

TIP: Encourage pet parents to tag your store on social media. “We re-post their pic of their dog celebrating, with our products.”

Firehouse Pet ShopWENATCHEE, WA

This colorful celebration display sits right next to the bakery case. Dogs get a free bag of treats and don a birthday hat and other props before having their photo taken for social media.

BRANDS: Preppy Puppy Bakery, Taj Ma-Hound, Bosco and Roxy’s, Charming Pet, Kong, Planet Dog, Haute Diggity Dog, Merrick, Swell, Nuggets Healthy Eats, Bocce’s Bakery, K9 Granola Factory.

TIP: Display pics of pups in store. Jennifer Larsen says, “We play them on our TV, slideshow on a loop.”

Healthy Pet ProductsPITTSBURGH, PA

When shopping this store’s small birthday section, dogs get showered with attention. Toni Shelaske says, “We hand out free birthday bandanas, lots of love and feature them on our Facebook and Instagram pages.”

BRANDS: Puppy Cake, K9 Granola Factory, Bocce’s Bakery, ZippyPaws.

TIP: Feature pet-centric photo frames in your display to hold pet birthday pics.

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Lucky DogsSKANEATELES, NY

Party hats and cookies sells best at this store, Amy Schiek says, with customers getting multiple celebration options with the latter: “Happy Birthday,” “Welcome Home” and “Adopted” options.

BRANDS: Bubba Rose Biscuit Co. Bosco and Roxy’s, Haute Diggity Dog, Bocce’s Bakery, Charming Pet.

MuttigansEMERALD ISLE, NC

The display may be small, but it’s sweet and supports this store and coffee bar’s “Barkday Party Package.” It includes a reserved table with decorations, personalized cake, party hats, goodie bag and 20-percent discount on treats and toys, plus a dedicated staff member to help manage the fun, starting at $60.

BRANDS: Preppy Puppy Bakery, Bubba Rose Biscuit Co.

Animal ConnectionCHARLOTTESVILLE, VA

Pattie Boden says location is key for pet celebration products. “They are a good seller now that we have a dedicated birthday section! Before that, we had them on the front counter as an impulse buy, and we still have that bakery case with a few “pupcake” and “everyday treats,” but this section brings far more attention! It’s right in the area where the toys and apparel are and right next to a big wall of treats, so it’s hard to miss!”

BRANDS: Huxley & Kent, Haute Diggity Dog, LuluBelles, ZippyPaws, Harry Barker, Pawsitively Gourmet, 2 Paws 4 You Bakery, Signature Bonz, Bark Local.

TIP: Offer party favor treat bags to local pet business that do not carry celebration products, such as a doggie daycare.

Dog LoversTARPON SPRINGS, FL

This store builds its birthday display around Merrick’s Grain-Free Birthday Paw-ty canned food.

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Done Right, DIY Baths Produce Bonus Revenue

Done right, do-it-yourself bathing produces a bonus revenue stream.

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DOGS MAKE A MESS during bath time. These pet businesses welcome it, provide direction and supplies, and even clean up after. Check out their DIY bathing setups, all of which are profitable and produce the cutest photo opportunities.

Firehouse Pet Shop

WENATCHEE, WA

Allen and Jennifer Larsen assign an employee to their firehouse-themed, three-tub DIY bathing area. This staffer walks newbies through the process, gets them started and checks back mid-bath, as well as cleans up after and does laundry. An instructional video also plays on a loop, and a chalkboard sign displays the menu and tips.

Self-baths cost $12 to $20 per pet, depending on weight, with nail trims an additional $7. Income ranges from $4,500 to $6,800 monthly. K9 officers bathe for free.

TOTAL COST: $7,200 | TUB SOURCE: New Breed Dog Baths

TIP: “Offer a frequent bathing card, free baths to first-timers or new adoptions,” Jennifer says. “It gets them in, and then they are hooked. Giving away a bath here and there reaps huge rewards — almost everyone says they will never wash at home again.”

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Just Fur Pets

SPRINGFIELD, VA

Marcia Cram inherited a three-tub bathing area when she opened her store 15 years ago, and has since upgraded decor and equipment. Groomers and customers alike use it, with the latter paying $22. Income totals $1,230 monthly.

REPLACEMENT TUB COST: $1,800 | TUB SOURCE: Groomer’s Best

TIP: “Don’t go cheap on the gauge of the tub. No one wants the tub bottom to flex and make noise under a dog’s feet.”

Animal Connection

CHARLOTTESVILLE, VA

Pattie Boden designed and had her DIY bathing suite custom built. It matches her store’s country vibe and caters to large-breed and senior dogs.

“We included a wide stair step in between the tubs to make it easier for them to enter.”

Self-wash costs $15 to $25, depending on weight, and brings in $2,500 monthly. Her favorite bathing story involves the girls who planned a birthday party around washing their Great Pyrenees.

“That was so cute! Those girls had a great time.”

TOTAL COST: $10,000 | TUB SOURCE: Custom build

TIP: “You’ll need more towels than you ever expected. When you tell people to leave the mess, they take that as gospel truth!”

Bath & Biscuits

GRANVILLE, OH

DIY bathing was part of Danielle Wilson’s original concept for her business. It has proven a success, pulling in $6,000 monthly. She kept costs low with a rustic theme and by building the tubs themselves.

“I designed the tubs, and my husband built them. They are horse troughs with Trex decking for where the dog stands, so they’re never standing in water.”

Dog owners mainly use the tubs, but 4-H Club students have brought in goats, pigs and even a miniature horse during fair season. Wilson lets them self-wash for free and charges regular clients $20. Nail trims are included.

TOTAL COST: $500 | TUB SOURCE: Local feed and hardware store

TIP: “Think outside the box. Who says you have to use those expensive pet tubs?”

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Belly Rubs N Suds

ASHBURN, VA

Teresa Hogge created a spa-like atmosphere for her DIY bathing clients, who get a first-time tutorial that covers proper care of their dog’s coat type. She charges $15 for bath only and $25 with nail trim, adding up to $2,500 in income monthly.

“Plus, I find my self-wash clients are very inclined to make purchases from our bulk cookie bar, chewy bar or decorated cookie case.”

Hogge also recently introduced a monthly Suds Club Unlimited Self-Wash Membership for $29.99. Service and working dogs bathe for free.

TOTAL COST: $6,000 | TUB SOURCE: New Breed Dog Baths

TIP: “Treating self-wash as its own income stream, and planning, advertising and caring for it as such is the key to success. You can’t just add a self-wash and hope it makes you money.”

Bubbly Paws

TWIN CITIES, MN

Self-service baths make up 50 percent of income at these stylish dog wash stores. Keith Miller offers this advice to those adding a DIY station: “It’s more than just putting in plumbing and tubs. Ventilation is a huge issue. You need to make sure the air is always fresh. It can get stinky fast. Plan for water. Anything in the store will get wet. Seriously, nothing is safe. Make sure you have anti-slip flooring. I highly suggest a hair trap to keep all that hair out of the plumbing system. This small box, which is super gross to clean, can save thousands in plumbing expenses down the line.”

Self-wash runs $14 to $27, depending on weight.

“Every time a Newfie comes in, I cringe. They are sooooo hairy, and we are pretty sure not to make any money on them. Ha!”

PER-TUB COST: $4,000 | TUB SOURCE: New Breed Dog Baths

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