REPTILES CALL 4.5 MILLION U.S. households home, according to the 2019-2020 American Pet Products Association National Pet Owners Survey. Feeders Supply aims to up that number with its annual Exotic Reptile Show and Tail.
THE IDEAEDUCATE & ENTERTAIN
“Owning a reptile can seem intimidating. Many people have the perception that they are scary or can be challenging to care for,” Amanda Lambert, public relations and marketing strategist for the stores, says.
“Talking about these misperceptions spurred the idea to do an event with Exo Terra,” a brand Feeders Supply carries. “It would allow customers to see reptiles up close and ask questions.”
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The first Exotic Reptile Show and Tail took place at the Louisville, KY, location in September 2018. It hosted again this year, with the Jeffersonville, IN, store also getting in on the fun.
THE EXECUTION
PLAN, PARTNER & PROMOTE
Lambert chose the two locations because they are 25 miles apart, and each has an event space. She asked Steve Sotelo, a reptile specialist with Exo Terra, to plan the program and bring a variety of species. Lambert posted event listings on social media and sent press releases to local newspapers and TV and radio stations.
The second annual Exotic Reptile Show and Tail took place on a Saturday in September in Louisville and on the following day in Jeffersonville. During the two hours, Sotelo introduced attendees to a ball python, Parson’s chameleon, blood-red bearded dragon, Malaysian horned frog and red-footed tortoise, among others. He talked about their origins, life cycle and care in captivity, and answered questions about them. Attendees could even hold certain reptiles.
Lambert and another corporate staffer were on hand to manage the event and hand out free Exo Terra backpacks and lanyards.
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THE RESULTS
MEDIA COVERAGE, NEW CUSTOMERS
Lambert and Sotelo appeared in a segment on the local ABC affiliate, which helped draw more than 75 people to the events.
“We were pleasantly surprised at how many parents brought their children,” she says, adding that families left with an interest in owning a reptile.
To give them time to discuss adopting a new pet, Feeders Supply ran its 50-percent-off reptiles sale with purchase of a terrarium kit for nine days at all of its locations.
The stores also gained new customers within the existing reptile community.
“A lot of people brought their own pets, ball pythons, several bearded dragons. Reptile people loved it. It was a chance for them to show off their scaly family member and for people not be freaked out,” Lambert says. “And it was a chance for us to provide an experience that can’t be had elsewhere, to let them know we carry reptiles and supplies and have knowledgeable, trained staff.”
Do It Yourself: 5 Steps to a Reptile Event
- Partner with a brand that has an education program, so you can bring in species different than those customers can see anytime at your store. For example, Feeders Supply sells bearded dragons, geckos, turtles and other reptiles, but not snakes.
- If you don’t have an event space, considering holding a reptile event off-site. Lambert suggests setting up chairs to keep attendees from getting too close to the presenter and pets before the designated touch time.
- Promote to the media. They love critter stories!
- Invite local reptile enthusiasts to attend and bring their pets.
- Run any sales long enough to give attendees time to think about adding a reptile to their family. Follow up with sale details.
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