EDITOR’S NOTE: PETS+ is the media partner for GROOM’D, the annual grooming-focused pet trade show presented by World Pet Association. The PETS+ team will be reporting live from Atlanta, GA, Friday through Sunday. To not miss any of the action, like our Facebook page and sign up for the daily GROOM’D ebulletin at petsplusmag.com/subscribe.
GROOM’D Seminar Snippets: Amy Hillis, co-founder and chief strategy officer of Social Pet Hotel & Daycare, led a session on how to build partnerships within your community to help expand your grooming business and brand. She says, “It’s all about relationships in this industry.” She shared their marketing strategies at Social Pet, which led to 39% profit growth in just one year.
One of the examples she presented was how Social Pet partners with local rescues to help improve the chance of dogs being rescued. Her groomers regularly groom and photograph dogs who are often overlooked (such as black dogs and senior dogs). The rescues then use the photos online. In return, the rescues include Social Pet advertisements that new owners who adopt from them get in the dog adoption packet.
In your local community, Hillis recommends reaching out to local vets, rescues and non-profits, pet stores and businesses that offer pet services, neighborhood groups, schools and sports teams to discuss potential partnerships. She also says complementary businesses are worth contacting, too. Where does your “ideal” client shop at and hang out? Are there dog-friendly businesses in your community? Building partnerships is also a great way to create a network of resources that you can refer clients to when they ask.
She also provided a couple of things to watch out for to avoid creating a partnership that wouldn’t work. Check the business’s social media presence to ensure they post consistently instead of randomly every few months. Make sure the company uses high-quality marketing efforts, has a respected reputation, and good Google reviews. She cautioned, “If you wouldn’t hire them, don’t partner with them.”
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