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Dress Up Your Pet Day and More January Dates to Remember

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January 14: Dress Up Your Pet Day is a major opportunity for anyone in the grooming and pet fashion fields. From the start of the month, share your best costuming ideas for different animals (and differently sized animals). Don’t forget to offer your assistance in putting together something absolutely jaw-dropping.

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Happy new year. It’s Polar Bear Swim Day. Take a little dip yourself to mark the New Year, or offer a prize to those who do. 

2

It’s Personal Trainer Awareness Day. These folks influence many. Why not try to become their influencer by reaching out with a gift or coupon for a free groom today? 

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4

Have a bad habit? On Hypnotism Day, hypnotize yourself out of it. What if it doesn’t work, you ask? Well, what if it does? 

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It’s Bobblehead Day. This year, why let sports teams have all the fun? Look online for someone to create bobbleheads of staff members and/or beloved animals. (They can base these on a single picture.) It might cost you $100 or so to create one … but prices go down quickly when you order multiple copies.

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On Thesaurus Day, take a few hours to read over your marketing materials. Are you using certain words (i.e. “frisky” to describe behavior or “shiny” to describe an animal’s coat) too often? If so, it’s probably time to select some fresh synonyms to wear out. 

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19

What to do for Popcorn Day? (Hint: Dogs love popcorn, with the important proviso that it is air-popped, unflavored, unbuttered and checked to ensure no unpopped kernels.)

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Handwrite notes to 50 top customers on Handwriting Day. Or, if you’re feeling especially frugal, buy discounted holiday cards to handwrite for next holiday season. 

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On National Compliment Day, take your praise to a higher level. Be precise, generous and cast a wide net. And don’t just save the kind words for your customers. Ring up a reporter and tell him you found his article helpful, tell a vendor you appreciate his educational efforts, and tell a new salesperson you liked the way she handled a turnover. Praise is just about the best way to modify behavior — and it’s free and inexhaustible.

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28

“De plane, Boss … De plane.” Celebrate the 40TH ANNIVERSARY OF FANTASY ISLAND’S PREMIERE by inviting your customers to fill out a Fantasy Wish List for 2018. One lucky person gets her wish. The rest get follow-up phone calls from dream master Mr. Roarke. (That’s you. Dust off that white suit … or pantsuit.)


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Jan. 2  is Happy Mew Year Day for Cats. 

Jan. 8 is Bubble Bath Day. Promote “extra suds” in your dog wash today.

Jan. 9 is Clean Off Your Desk Today Day. Celebrate. An orderly desk means an orderly mind. 

Jan. 17 is Ditch New Year’s Resolutions Day. Are you still holding onto your New Year’s resolutions? Good job!

Jan. 22 is Answer Your Cat’s Questions Day. Maybe you could write a blog in which you perform this imaginary exercise today. 

Jan. 26 is International Fun at Work DayOf course, EVERY day is fun in the pet business.


This article originally appeared in the January 2018 edition of PETS+.

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From Mutt Day to Weight Loss Day, December and January Calendar Events You Should Note

Holidays holidays!

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DECEMBER

2 Cider Monday! We like this date: It’s an invitation to shoppers to visit a real store and touch real products and be greeted with a warm cup of cider. First observed by Toadstool Bookshop in New Hampshire, it offers a delightful twist on Cyber Monday, which kicks off the online shopping season today.

JANUARY

1 Too many people think of new year’s resolutions as if they were prohibitions. In 2020, forget the things you want to stop doing and fill your list with goals that excite you. Learn to speak Spanish. Fully utilize your POS system. Don’t worry about how you’re going to achieve these goals. You’ll find a way.

2 National Mutt Day, also known as National Mixed Breed Dog Day, is designed to raise awareness about the great majority of dogs — those of uncertain origins. Ask your customers to share how they will be celebrating National Mutt Day with their beloved pooches.

11 Two weeks to go until Christmas. Time to hang those stockings. This year, take inspiration from Just For Paws’ “Stocking Stuffer Extravaganza.” The grooming salon based in St. Charles, IL, hands out Christmas stockings to customers and gives them 15 percent off anything they can stuff in the big sock. It’s a great way to leverage the festive-season shopping mood to move a lot of goods at a marginal discount.

22 What does Old Man Winter have up his sleeve this year? Tempt your customers to make a bet with your own snow promotion — a percentage point discount for every inch that falls in the week before Christmas.

31 Farewell, 2019. NEW YEAR’S EVE means “Auld Lang Syne,” well-deserved toasts to your hard work and success this year … and resolutions for 2020. Think big (Best Year evah!) and think small (eat more fish oil, floss daily, join the PETS+ Brain Squad). It’s going to be a terrific year.

6 Wheel of Fortune, which premiered on this day in 1975, is a format Americans never seem to tire of. That’s also the experience of Wags to Whiskers in Plainfield, IL, which rolls out its own Wheel of Fun every year. “Clients get to spin a wheel for fantastic discount and free product opportunities,” explains owner Janelle Pitula. Do your own “spin” on the concept to mark Wheel’s 45th birthday.

16 National Weight Loss Day is held on Jan. 16 to mark the date most people start giving up on their new year’s slimming resolution. Of course, humans aren’t the only ones with weight issues. A whopping 59 percent of cats and 54 percent of dogs in the U.S. are classified as overweight or obese. With your nutritious pet food offerings and knowledge, you’re ideally placed to help fight this epidemic. A few years back, Wags to Whiskers (see Jan. 6) introduced its Hounds Losing Pounds club to help dogs lose weight. What can you do?

21 It’s NATIONAL HUGGING DAY, and you’re encouraged to hug anyone who will accept one. If you’d rather not come in physical contact with most of your customers, temp staff or your vendors’ sales reps, think of “hugs” the way retailing legend Jack Mitchell did: as personal touches that impress your customers and business partners. Go on, squeeze!

MORE EVENTS

Dec. 1  Cat Lovers’ Month … Super pets but not always ideal gifts. Keep it win-win for human and feline.
Dec. 13  National Day of the Horse … They’re workers, soldiers, athletes and more soulmates than pets. Pay your tributes.
Dec. 20  Underdog Day
Dec. 22  Hanukkah … Light a candle.
Dec. 25  Christmas … Your gift? A day off. Enjoy it with your family.
Dec. 26  Kwanzaa begins … Light another candle.
Jan. 2  Happy Mew Year Day For Cats … Start the countdown.
Jan. 10  National Cut Energy Costs Day … Research ways to cut your power bill.

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November Events: Small Business Saturday, Black Friday, and, Oh Yeah, Thanksgiving

November is packed with exciting events!

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1 November is the month of modern diseases for pets, being both National Pet Diabetes Month and National Pet Cancer Awareness Month. It’s a good time to remind your customers of the signs to look out for and the importance of early detection, as well as preventatives available through pet pros. Both campaigns (usa.petdiabetesmonth.com and petcancerawareness.org) have resources you can share in your market.

19 Peter Drucker would be 110 today. He was one of the few management thinkers to talk almost unbroken good sense. Among his many contributions to the field, perhaps his most important, was his maxim that if you’re a manager, staying aware of what genuinely deserves your attention is the most crucial thing you can do. Mark his birthday by saying no to something that you feel is vaguely important, but you don’t have time for.

24 The quiz show TWENTY QUESTIONS made its debut on this day 70 years ago. Mark the occasion by coming up with 20 surefire questions to get your customers talking, other than “Nice day outside, huh?” They could range from general conversation potboilers and icebreakers like “What kind of pets do you own?” to the more engaging “Have you ever held a Burmese python? Let me show you!” Or promote a specific sale with “How would you like to be your dog’s favorite parent for under $20?”

24 Do you have a special sales, social or management skill that sets you apart? (It could be remembering the names of customers’ pets, noticing staff haircuts, being able to identify a cat person from a dog person at 20 yards …) On Celebrate Your Unique Talent Day, highlight yours on social media, especially if it’s one that just might offer a solution to a customer problem.

28 President George Washington created Thanksgiving 230 years ago by presidential declaration, ordering America to take a day off to give thanks for its many blessings. To get in the spirit of Thanksgiving and gratitude, send a goodie bag of chews to your best 50 customers. It’s likely they provide an outsized contribution to your success.

29 Since at least the Great Depression, it’s been a given: You go shopping the day after Thanksgiving, you get a good deal — it’s Black Friday. While you don’t want to compete with the big chains with their doorbusters, tip your hat to this traditional start of the holiday shopping season with a few specials on popular items displayed on your homepage or just inside your doors.

30 Small Business Saturday is your chance to show off your independent spirit and personality. Dog Krazy in Virginia did that with a comic sketch uploaded to YouTube starring their customers’ pets. “My attorney’s dog, who is my biggest shoplifter,” had a central role stealing a chew, recalls owner Nancy Guinn. The video then panned to the store vet, who says the cure for unhappy dogs is shopping at Dog Krazy, and a photo of employees with their pets. Can you come up with something similarly bold to remind your market that a corporate organization will never be able to match the ethos of an indie?

30 A lot of things dog lover and Bulldog impersonator Winston Churchill is famously quoted as saying he never did (not “Never, never, never give up,” not “Smoking cigars is like falling in love”…). But on the anniversary of his birth in 1874, look into the mirror and recite his pledge on becoming British prime minister in 1940: “I have nothing to offer but blood, toil, tears and sweat.” It will put you in the right frame of mind as you lead your team into one of their busiest times of the year.

MORE EVENTS

Nov. 1 is National Cook for Your Pets Day … Got favorite recipes to share?
Nov. 4 Daylight Saving Ends … You know the drill: Spring forward, fall back into an extra hour of glorious, most likely needed, sleep.
National Pet Awareness Month
Nov. 11 Veterans Day … Offer a discount for a vet with a pet.
Nov. 17 National Adoption Day … See our Manager’s To-Do list, page 20.
Nov. 22 Humane Society Anniversary Day … Add a link or set up a box on your counter to support its donation drive.

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Black Cat Day, Pet Obesity Awareness Day, Black Dog Day … And Other October Events

Celebrate these October dates with your pets!

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01 Winston Churchill may have forever associated black dogs with dark moods, but the truth is the joy and loyalty they give owners is no less or more than any other dog, although they are less likely to be adopted. Help change that by sharing the message that they need a home, too, via #NationalBlackDogDay on your social media channels.

01 One in five Americans claims German heritage, making the country the leading ancestral background of U.S. citizens. Germany is also the origin of several popular dog breeds: German Shepherds, Rottweilers, Pomeranians, Schnauzers, Dachshunds, Dobermans. And let’s not overlook the debt we owe German immigrants for bringing some of the world’s best beer and sausages to our shores. What’s it all add up to? Oktoberfest. Strike up the Oompah band!

01  Research by the Carnegie Institute of Technology has estimated that 85 percent of an individual’s financial success can be attributable to “human engineering skills” — that is personality and ability to communicate, negotiate and lead. In short, success is much more about EQ than IQ. During EMOTIONAL INTELLIGENCE AWARENESS MONTH, ask yourself what you can do to improve your ability to make others feel valued and understood.

10  According to the Association for Pet Obesity Prevention, 60 percent of the cats and 56 percent of the dogs in America are overweight, raising the risk of conditions from arthritis to heart failure. Use PET OBESITY AWARENESS DAY to inform your customers about the dangers, and what you can do to help through nutritious food offerings, advice and the services you offer.

13 It’s Getting the World to Beat a Path to Your Door Week. Often attributed to Ralph Waldo Emerson, his actual phrase was: “If a man has good corn, or wood, or boards, or pigs, to sell … you will find a broad hard-beaten road to his house.” The snappier version was coined by a New York ad man. The lesson? Innovation and marketing are the two main ways to grow a business. Concentrate on better words.

16 October is clearly furball month. Today is FERAL CAT DAY. The 27th is BLACK CAT DAY. And then the 29th is the biggest of them all: CAT DAY. The common theme among them all is to celebrate the special bonds cats have with humans. Get involved.

29 Think the internet is a fairly recent invention? It turns 50 today. Yes, 5-0. It’s middle aged, and bloated with too much information and the odd chronic virus, but unlike the rest of us, it gets better every year. If your online presence is little more than an electronic brochure for your business, sit down today and map out a more aggressive online strategy. The future is not waiting for you.

31 Trick or Treat? It’s Halloween, probably the single best national holiday for exploring the goofiness in your customers’ relationships with their pets. Invite customers to dress up their dogs and cats for a baked treat and to get their picture taken for a Howloween costume contest on your Instagram or Twitter feeds.

MORE EVENTS

Oct. 1 National Pet Wellness Month … Kick it off by attending the PETS+ Wellness Summit: petsplusmag.com/summit
Oct. 1-7 National Walk Your Dog Week … See our reference to pet obesity above.
Oct.1 National Work and Family Month … It’s a U.S. senate resolution, no less. Get your work and family life in balance
Oct. 6-12 Fire Prevention Week … This year’s theme is fire escape plans. You have one, right?
Oct. 21 Reptile Awareness Day … A day for education, conservation and appreciation.

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