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Best of the Best

Store’s Bergamascos Inspire a Super-Sticky Brand Booster

Simple sticker makes a store — and its mascot —famous.  

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Meeting him now, it’s hard to believe that Anuzzo the Bergamasco sheepdog was once shy.

“He was really nervous around new people,” recalls Cindra Conison, who, with husband Richard Sheir, welcomed the 3-year-old pup into their home in 2010.

To better socialize Anuzzo, she would bring him to work at The Quirky Pet, her store in Montpelier, VT. The dog soon learned that strangers were merely friends he hadn’t made yet.

“Now he lies in front of the door, waiting for customers to come in,” Conison says. “And he loves to have his picture taken.”

IDEA

Make a Pet Store Famous

The extent to which Anuzzo embraced his role as shop dog combined with the attention he naturally attracts as a Bergamasco — a rare Italian herding breed with distinctive dreadlocks — inspired the couple to incorporate him into The Quirky Pet brand.

“If you’ve got the coolest-looking and sweetest dog in Vermont, why not share him with the world?” Sheir says.

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THE EXECUTION

Create a Sticker Campaign

The dreadlocked Bergamascos are featured on The Quirky Pet’s stickers.

Anuzzo has his own Facebook page. His image has adorned T-shirts and posters, with his four-legged siblings, Aria and Cuba, joining him on the latter. In 2015, he appeared on a button that customers would get after reaching a certain purchase threshold, but that proved too expensive to continue at more than 25 cents each.Create a Sticker Campaign

Sheir began looking for a more affordable promotional item, one they could give to anyone who met Anuzzo, whether at the store or elsewhere. The answer: a sticker.

“It’s just a great value, and kids love them,” he says.

The first sticker featured the shop dog’s face with “Ever Met … A Bergamasco?” above and “Anuzzo @ The Quirky Pet, Montpelier, Vermont” below. From late 2015 into this year, 10,000 were handed out, including at travel and tourism centers in the state. Each one cost 7.7 cents, a significantly lower price than the button.

Sheir recently followed up with a new design, one that also includes Aria and Cuba, at that same price.

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THE RESULTS

Boost to Brand, Bottom Line

Having Anuzzo’s face and the store name on 10,000-plus stickers — stuck on everything from backpacks to water bottles — has helped business on many levels.

“Our brand has grown exponentially,” Sheir says.

That increased awareness has resulted in steady foot traffic for The Quirky Pet.

“On a busy day, a good number of people come in to see Anuzzo and have their picture taken with him,” Conison says. “We’ve become a tourist attraction.”

Do It Yourself: Five Steps to Stickers

  • Hire a pro! Sheir puts his ideas into a rough draft, and then a professional creates the final sticker.
  • Shop around to find the best price for printing.
  • Regularly update the design to encourage collecting.
  • Offer one to every customer, no matter their age. Adults like stickers, too!
  • Take your store dog and a stack of stickers to events. Anuzzo is a regular at the nearby Ben & Jerry’s factory.

 

Pamela Mitchell is the senior editor at PETS+. She works from her home office in Houston, TX, with Spot the senior Boston Terrier as her assistant.

Best of the Best

Create Connections: A Dog Festival Attracts Crowds of Thousands

Make use of a dog fest to get to know your local pet store and service providers.

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PATTIE BODEN HELD the first DogFest in 2013. The owner of Animal Connection in Charlottesville, VA, set up shop along with 12 rescue groups, veterinarians and trainers at a local dog park. More than 500 attendees played games with their pups and got to know their local pet store and service providers. By 2018, 45 vendors and more than 3,500 pet parents took part in the fun.

(Left) Pattie Boden

THE IDEA

Help pet parents find resources in Charlottesville. Boden says, “The community grew so quickly. We needed an event to introduce our business to new people moving in and to those who had been here for years but hadn’t gotten to know us.”

She sees DogFest as an extension of her customer service.

“I’ve always wanted my store to be the place where people could find out about dog trainers or holistic vets or animal communicators or other resources. That’s why I called it Animal Connection in the first place.”

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THE EXECUTION

Make a list, then mix it up. In 2013, Boden began the planning process by inviting businesses and groups that complemented her store. In 2018, she even asked two friendly competitors to participate.

“We’re all a part of the holistic pet community,”she says. “We all compete with big-box and online stores. It’s good for us to join forces, to encourage people to shop local.”

Once vendors are set, Boden creates the festival layout. She starts with a Welcome Center at the entrance, where attendees can pick up a map and register for the popular costume contest. Next-door sit four Animal Connection booths, complete with an 18-foot sample bar that offers food, treats and more. Last year, reps from The Honest Kitchen, Primal, Whitebridge Pet Brands and Pet Food Experts also were on hand to answer questions.

She then alternates business and rescue group booths, creating a varied flow and helping to keep the adoptable dogs as calm as possible. Vendors pay a fee to help cover expenses, even the rescues at a reduced rate to ensure they show. Further incentive: A videographer interviews groups and produces a 60-second spot they can use for promotional purposes.

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Humans can dine at food trucks on-site and swing by Three Notch’d Brewery, located adjacent to the park, for a Big Dawg Blonde Ale brewed especially for the fest. In 2018, she also added a live band.

These pups and their tiki bar won top prize in the DogFest costume contest: a $500 gift card for Animal Connection.

THE RESULTS

Boost awareness, raise funds. Boden says DogFest brings Animal Connection increased attention and sales.

“A lot of people who attended didn’t know about our store or were new to the area. Or they knew us as a store, but didn’t know about our services,” she says. “I don’t have exact numbers, but I have noticed far more new customers coming into our store.”

The fundraising aspect also helps Charlottesville’s pet community as a whole. Rescue groups held individual raffles at their booths, and for every pint of Big Dawg Ale served, the brewery donates $1 to Charlottesville Albemarle SPCA — it raised $2,000 in 2018.

Do It Yourself: 5 Steps to a Dog Fest

  • START SMALL. Throw a mini-fest in your parking lot or a nearby dog park as a test run to gauge interest. Have a rain plan!
  • PARTNER WITH MANUFACTURERS. Dozens of product companies provide samples for DogFest, and some plan to have their own booths in 2019.
  • PAY FOR SOCIAL MEDIA. Boden hires an agency to boost visibility for the fest and increase attendance.
  • HAVE MORE THAN ENOUGH HELP. Not only are Animal Connection employees scheduled to work, but friends and family get in on the fun. Outfit everyone in store shirts.
  • DRIVE POTENTIAL CUSTOMERS TO YOUR WEBSITE. Boden hires an event photo booth company. Attendees must go to animalconnectionva.com to see and download their pics.

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Best of the Best

Tiny Bubbles: This Spa Brings In $1,000 a Month Extra with Micro Bubble Treatments

Provide relief, reduce costs and boost sales.

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BUBBLE BATHS PAMPER and relax. Microbubble baths do, too, but they also deep clean and help to treat a variety of skin problems in pets.

Danielle Wilson of Bath & Biscuits in Granville, OH, has been providing this type of hydrotherapy for more than three years.

THE IDEA

Provide relief, reduce costs and boost sales

Wilson learned of microbubble bathing systems at a pet industry trade show. Originating in Japan, they use bubbles greater than 2 and less than 25 micrometers to penetrate hair follicles and skin pores. These teeny tiny bubbles attract and bond with dirt as well as with bacteria, yeast and allergens, and lift them to the water’s surface. Oxygen from burst microbubbles also boosts skin metabolism and promotes healing.

“I really liked the idea,” she says. “I was a vet tech for many years and had seen never-ending battles with skin problems.”

Using microbubbles during a groom also reduces the amount of water, shampoo and conditioner needed. All this, combined with her ability to offer 15-minute treatments as an add-on, convinced Wilson to buy a system.

THE EXECUTION

Pick, promote & treat

Wilson researched manufacturers from around the world before choosing NatureBless in Singapore. Her first microbubble bathing system cost just $350, but a year later she upgraded to a $1,100 model. Its bubble-generating unit sits on the floor, connected to two nozzled hoses: One draws in water from a filled grooming tub, and the other returns microbubbly water to the tub. The second hose can also be used to apply bubbles to body areas not submerged.

“The microbubbles make the water this milky color, from the churning action. I tell customers that they’re scrubbing bubbles,” Wilson explains, adding that while effective, they are gentle on skin.

In addition to promoting the treatment for skin problems, she also recommends it for senior dogs.

“The bursting bubbles create heat, which helps with sore muscles and arthritis.”

And for those who encounter a skunk: “It has been tremendous for de-skunking dogs. It gets down in hair shafts and pores, helping us get rid of the smell so much quicker.”

THE RESULTS

Healthier dogs & higher revenue

Wilson points to late Sweetpea the Bulldog as one of her microbubble bathing successes. After years of struggling with skin allergies, the pup came in for a treatment and saw immediate relief.

“Sweetpea was such a happier dog, not having to stop every 2 feet to scratch,” she says. “It was devastating to lose her, but really cool to know that for the last year and a half of her life, she wasn’t miserable and itching.”

Wilson charges $10 to $15, depending on size of dog, for a microbubble bath. (She has yet to try it on cats.) Treatments bring in $1,000 in extra revenue a month, plus provide savings on utilities and bathing supplies.

Do It Yourself: Start Your Own Bubble Treatments

  • Choose the right microbubble bathing system for your business. They can range greatly in cost, to upwards of $10,000.
  • Start by offering the treatment for free. Wilson benefited from positive word of mouth when she did.
  • Promote regular and seasonal benefits, from skin problems to allergies to skunkings.
  • Sell local veterinarians benefits on the treatment. Wilson has one in particular who regularly sends her clients.
  • Promote on social media with cute videos. See instagram.com/bathnbiscuits for Sweetpea bubbling in a tub.

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Best of the Best

Early Adopters: Kids’ Education Programs Drive Parents to Buy

Started with that one lucky python.

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ROBERT H. SMITH ACHIEVED cool dad status in 1996, when he brought an 11-foot Burmese python to his son’s school for show-and-tell. They were a hit! Several parents even asked Smith for his contact info, with the hope of hiring him for birthday parties and other events.

“I was just one of the dads at the time,” he says, “but I thought, ‘Maybe I have something here.’”

Smith did, and he has since put on 1,000-plus educational programs, first as an enthusiast and breeder, then from 2008 as owner of Jungle Bob’s Reptile World.

THE IDEATurn kids on to reptiles — and into customers. With his presentations, Smith has always aimed to clear up any misconceptions young attendees have and ease their fears.

“There is a need for people to better understand these animals,” he says of the not-slimy-at-all snakes, lizards and turtles he keeps as pets and sells at his store.

Smith now splits program duties with staff, and in recent years he has seen the importance of not just bringing showstoppers like the python and his now-famous Cuban rock iguana, Castro.

“We also introduce them to reptiles they can actually own. Like a bearded dragon, which doesn’t get too big and is naturally calm, or a corn snake, which makes a fantastic pet.”

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THE EXECUTIONCustomize and plan. Requests go to Jungle Bob Education Director Susi Resner, who helps to customize a presentation for the setting and audience. She then confirms that necessary licenses, permits and insurance are valid to transport and show the animals.

“Liability insurance covers us if someone gets injured,” Smith explains. “In all of these years, we’ve never needed it. We have had a few defecations gone wrong, though.”

Resner also outlines where to park and check in once at the location, important information when visiting schools in particular. Presenters have guidelines they follow, as well, to balance education and entertainment with safety.

THE REWARDSAdditional income, free advertising. Smith and staff put on around 100 programs a year, with rates varying from $300 for 45 minutes at a local birthday party to $1,000 for an entire day that also delves into geography and natural history.

After 20-plus years, word of mouth has long ago replaced the need to advertise Jungle Bob presentations. And the presentations themselves serve as free advertising for the store. Many an attendee has visited after with their parents in tow.

“We did a birthday party last month,” Smith says, “and then one of the families came in for a $500 bearded dragon setup.”

Do It Yourself: Develop 
Your Own 
Education Programs

  • OBTAIN any necessary licenses, permits and insurance.
  • CREATE a plan for presenters. Outline every step to ensure all goes smoothly.
  • DECIDE which animals will present best. Don’t sell reptiles, birds, hamsters or the like? Perhaps your store dog or cat could star in a presentation about pet care.
  • TAKE OUT ads in local newspapers and magazines, especially any for kids and families. Tout on social media.
  • HAND OUT cards with your store information and an incentive to shop, and have stickers on hand — kids love stickers.

 

PHOTO GALLERY (7 IMAGES)

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