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Fine-Tune Your Online Presence

We're looking for great things in the “Online Presence” section of your contest entry.

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TECHNOLOGY MOVES FAST, so now’s a good time to make sure your online presence is up to speed.

Here at PETS+, we pride ourselves on being up on technology, and we try to devote a portion of every issue to showing pet pros how to use new media to their best advantage.

So it should come as no surprise that we look for great things in the “Online Presence” section of your America’s Coolest Stores contest entry.

The section itself is pretty self-explanatory, so here are a few extra tips that may help as you fill it out:

  • If you’re redesigning your website, link us to a preview. If your new site will be up before the contest deadline on March 15, just give us the standard URL. But if it won’t be ready, chances are your designer can provide you with a preview link, so judges can see what’s in the works. Just make a note in parentheses after the URL, so we know what we’re seeing.
  • Make sure you tell us specifically what’s cool. While our judges take a careful look at entrants’ websites, you’ll improve your chances of winning if you explicitly mention any awesome digital features. (Do you offer online ordering? Post testimonial videos from satisfied clients? Or maybe you’ve just received great comments about how useful your site is.) Alas, there’s no box in this section to make such notes, so make a note of them now to remember to include them in a later section (“What’s cool about your business?” “Provide three fun facts about your business,” or “Tell us one of-of-the-box idea you’ve implemented this year.”)
  • The internet moves fast, so there’s still time to improve things. We love to see great reviews on Yelp or Google. It’s a plus when we see a business has a strong Facebook or Instagram presence too. If you need some work in any of these areas, the good news is that it’s not too late. There’s nothing wrong with asking a few reliable clients to leave you nice reviews, and if you do that now, they’ll be posted before the judging begins. Same goes for asking for Facebook likes. (If you’re especially enterprising, consider setting up a laptop or tablet on the salesfloor, so willing folks can do it right then and there.) It’s certainly not cheating — these are things we think you ought to be doing regardless, so consider the contest a useful kick in the butt.

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America's Coolest 2019 Entries

America’s Coolest Thank You Page 2019

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America's Coolest 2019 Entries

America’s Coolest Stores: The Rest of the Story

We’re looking for stories that capture our attention.

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IN TIP #7, we started in on the text portion of your America’s Coolest Stores contest entry. This time, we’ll finish the rest of those sections.

Our 2019 entry form allows you to select three or more of eight questions. We’re trying to get to know your business as well as we can without setting foot in it, so we’re looking for specifics.

Important note: Make sure you select the checkboxes for the questions you wish to answer. Once you do, the text boxes for those responses will appear. (See sample below.)

Here are the questions:

What’s cool about the physical design of your business?

We realize you may be limited by such things as rules of a strip mall, local ordinances, etc., but what we want to know is how is your physical design, inside and out, different from other pet businesses?

What’s cool about your staff? What cool things do you do for them?

Do you have staff members with any exceptional talents or abilities? Do you train your staff or encourage them to seek out learning opportunities?

What’s cool about your digital presence? (Including website, social media, online ordering, texting, etc.)

Everyone has a website anymore; we’re looking for what makes yours — and your social media — different from other businesses. Tell us about online initiatives that have worked for you.

What’s cool about your marketing?

In the age of the internet, marketing can mean everything from a Yellow Pages ad — which is so old, it’s new again — to radio, to social media. Let us know what has really worked for you.

What’s cool about your community presence?

The coolest businesses are often integral parts of their communities. Let us know what sorts of community outreach you do, even if it may not be pet-related.

What’s cool about the operational or structural part of your business?

Here’s a potentially wonky question. We’ve heard of some businesses that have novel pay or commission structures, that provide insurance even to part-time employees, that hire high school kids seasonally, that go high-tech when it comes to inventory, that build sustainability into all their business practices. Here’s you chance to fill us in on what might be boring minutiae to anyone but us here at PETS+!

What’s cool about your customer experience?

We’re not just talking friendly service with a smile or helping someone take bags of dog food out to the car. Tell us what you do to make your customers want to keep coming back.

What’s one out-of-the-box idea you have implemented in the past year?

This could be a sales event, a promotion or ad campaign, a business policy, a training push, a sweet new product or service you’ve introduced. And remember: We value success, but we also admire courage. Maybe you tried something and it was a bust. That’s OK. If it’s sufficiently out of the ordinary, we’d love to hear about it — and why you think it didn’t work, and what you’d do differently if you try it again.

One final piece of advice: As you’re figuring out these answers, email the questions to your staff and ask for their input. This is the sort of project that is made to be crowdsourced.

That should just about bring your contest entry to a close. As ever, if you’ve got questions, concerns, or suggestions, email us at coolstores@petsplusmag.com.

 

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America's Coolest 2019 Entries

America’s Coolest Stores: Here’s What You Say (or Rather, Write)

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THIS IS THE “WRITE STUFF,” baby.

The text portion of the America’s Coolest Stores contest entry form might stymie a lot of pet pros. We hear many business owners and employees who tell us they “can’t write,” and we suspect that lack of confidence is at the root of the problem.

So, one word of advice in general before we move on to specifics (and this will serve you well as you fill out your entry and beyond): The vast majority of people we meet in the pet industry are articulate, thoughtful speakers of English, and that most likely includes you. So don’t try to write. Instead, try to type what you would say in conversation with a friend. What comes out is guaranteed to be far more clear and less stilted.

For the text portion of the entry, we advise you to first write your entries in a separate application, such as Microsoft Word, and to save frequently while writing. Computers tend to crash or freeze at the worst times, and if that happens while you’re typing into the online entry form, odds are you’ve just lost all your work. So complete your entry in Word, then copy and paste it into the online form.

Here are some “musts” to include in the first section of the text portion:

BUSINESS HISTORY

  • Who founded the business? Were any other notable family members, like siblings, involved?
  • What led the founder(s) to open the business? For instance, my great-grandfather was a cat trainer in Hungary before he immigrated — that sort of thing is worth noting.
  • What’s the genealogy of the ownership? You don’t have to go into detail, but it’s nice for us to know which hands it came down through.
  • Are you in the same location as when your business was founded? Have you moved (and if so, why)? What other locations have you opened (and when, and why)?
  • Any cool events in your store’s history? Celebrity customers, industry honors, local awards.
  • Does anyone else in the family work there now? Any successors or potential successors to the current owners yet?

More on this and the remaining text portions of the entry in the next tip. Meanwhile, please email questions or concerns to coolstores@petsplusmag.com.

 

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