FESTIVAL SEASON WILL be here before you know it. Or perhaps outdoor events happen year-round in your area. Either way, put together a booth for your pet business that pulls passersby from the crowd. These businesses show how an event booth can expand your presence in the community, attract new customers and ring up sales.
Bark On Mulford
ROCKFORD, IL
With her store just over a year old, Kaye Busse-Kleber uses a variety of events to attract new customers. She fills a table with items that offer immediate gratification, such as tasty treats and colorful bandanas.
“People purchased and put them on the dogs right then,” Busse-Kleber says of the accessories. “It added to the festivities.”
Tip: Merchandise during prep. “I organize stuff in assorted baskets/containers while packing at my store,” Busse-Kleber shares. “That way, it’s minimal setup/teardown at the event.”
Wishbone Pet Care
MISSOURI CITY, TX
Tammi Bui sets up a booth each year at the Fort Bend Pet Expo, among other pet-centric events, offering those who adopt a dog that day a free nail trim or bath coupon. Some of the pups become grooming clients for life. Other giveaways include shampoo samples, dog tags and branded poop bags, and she offers food and treats for sale.
Price of Custom Table Runner: $70 | Source: Vistaprint
Tip: “Bring one of your most outgoing staff with you, someone not shy, to talk to people walking by your booth.”
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Pawz On Main
COTTONWOOD, AZ
Her store may be in a tourist area, but Denise Strong attends festivals to meet more locals.
“They keep our doors open with their repeat business. We hand out gift bags with free samples of dog foods and treats.”
Strong recreates her store outside, down to the sign with leopard-print border. At a recent event, dogs could get their nails painted for a donation to local rescues.
Tip: “Purchase quality tent, tables, tablecloths and signage. Your booth is a full representation of your storefront. Perception is reality!”
Dog Krazy
MULTIPLE LOCATIONS, VA
Let’s face it: Smooch the Pooch serves as the main draw at Dog Krazy’s booth. How could anyone resist a kiss from Pork Wonton. He — along with other store pets — joins Nancy and Chris Guinn at a variety of events.
“We try to do as many as possible because pet lovers are everywhere,” she says.
Their most successful 2018 setup was at Virginia PrideFest. Attendees who followed Dog Krazy on social media were invited to spin a wheel to win a prize, among them a pooch smooch from Porkie (below left) or Clovis (below right). The store gained 500 followers that day. Event-specific selfie frames were also a hit.
Price of Canopy: $700 | Source: ABC Canopy
Tip: Stand out. “Bright yellow was the perfect choice, as most people pick white or a darker color,” Nancy explains. “You cannot miss the Dog Krazy booth!”
All Pet Supplies & Equine Center
SPRINGFIELD, MO
Visitors to this store’s booth can shop the Raw Bar, buy a toy and even play Dip Your Dog a Bone, which encourages kids to dip and decorate a treat. Jan Guin sets up at three pet-centric events each year to meet potential new customers.
Tip: Sell instead of sample. “We love handing out samples of dog food, but people take more than their share, so that’s frustrating to monitor,” she says. “We decided we might as well sell something, and who doesn’t like buying their dog a treat?”
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Bubbles & Beyond Pet Salon
TOPTON, PA
Kelly Reed has three goals with each event her grooming salon sets up at: “Give back to clients, make personal connections with prospective clients, and inform the community about grooming and their pet’s well-being.”
Products for sale, giveaways and grooming literature are available, and event-goers can snap a pic with the salon mascot in the Bubbles & Beyond photo booth, “with the hope that it will be shared on social media,” she says.
Tip: “Do your research and target the events you think will generate the new business you’re seeking.”
Pupology
GEORGETOWN, TX
Janet Cesarini doesn’t set up a booth for her business at area events. The booth IS her business. She does not have a brick-and-mortar location, but instead sets up at events and dog-friendly locations every weekend from March through December.
“Events are my main income producer, so my goal is sales,” Cesarini says. “I also collect emails for marketing and promote my social media channels to increase followers.”
Her tent proves versatile as it has sides that can open and close like a shower curtain. She uses shelving, tables and fixtures from IKEA, Hobby Lobby and even Goodwill, and pop-up slatwall offers further display options.
Price of Tent: $300 | Source: Sam’s Club
Tip: “Look at Pinterest for ideas, make a planogram and practice setting up your booth before the day of your event. There’s a big difference between your planogram and real life.”
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Yarn & Bone Pet Supply Co.
CAMDEN, DE
Matthew Moorefield and Michael Morris set up at regular and pet-centric festivals alike to boost awareness of their store. Their most successful event in 2018 was The Bug and Bud Festival.
“We had a lot of customers return to both our Camden and Rehoboth Beach stores with coupons,” Moorefield says.
Tip: “Don’t overthink the booth. Try to capture your store in 10 by 10 area.”
