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Candace D'Agnolo

How Pet Businesses Can Profit From Facebook Live

In 60 minutes or less, you could make as much as you do during an entire business day.

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PET RETAILERS AND MANUFACTURERS all over the country are making big bucks by going live and hosting what I like to call a virtual “Paw Party.”

A “Paw Party” is when you jump on a Facebook Live, have fun with your audience and sell stuff! In 60 minutes or less, you could make as much as you do during an entire business day. Seriously. My clients are seeing crazy results, and I want you to get a piece of the action.

How to Do It

Pick a date and time for your Paw Party. Tell your audience in advance, and do it at a time that you think the most people will show up (maybe at 7 or 8 on a weeknight). You’ll want assistance from two people. One can be helping with the camera and review comments on the video as they are coming in. And the other can help prepare product and be your assistant show host.

The merchandise you feature should have a number written on a card assigned to it. When you show the product to the audience, describe it, share the hashtag and tell the price. To increase the desire for the item, you can offer a limited-time discount or have a limited quantity to sell. If a viewer is interested, they type sold and the hashtag in the comments. There are a variety of ways you can accept payment, so come up with the way that will work the easiest for potential buyers and is something you can easily handle — phone call, website, PayPal, in-store, etc.

How to Make It Interesting

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Treat it like a party you’d be hosting or would want to go to. Pick a theme based on the season or an upcoming holiday. Wear festive clothing or have an interesting backdrop to create a great visual. Make it BYOB … Bring Your Own Beverage. You could be toasting the viewers and chatting with them about what they chose to bring to the viewing party.

All great parties have games! Utilize a prize wheel (see Pet Pro Gear on page 23), numbered boxes, a dry-erase board, Post-It notes on a wall — really anything you can think of to help create a game of chance that can hold either a number or the name of a prize. Encourage your viewers when it’s time to play the game to participate with you in the comments of your post. Believe it or not, viewers love this! Have fun with your viewers, engage with them and keep your energy up.

How to Make It Profitable

Sell merchandise that you no longer want to carry. Maybe it’s older than six months. (Yes, you should mark it down and move it out if you’ve had it longer than six months!) While selling something at a discount doesn’t seem profitable, goods that are just sitting on your shelves like they are in a museum will serve you better to take what you can get and replace them with something that your customers want to buy. You’ll be surprised that what they won’t buy in store, they will buy on a live video sale. Why do you think the Home Shopping Network is so successful?

Are the wheels already turning? Here are two examples for inspiration: petsplusmag.com/5193, petsplusmag.com/5194.

Grab your smartphone, head to Facebook or Instagram, and hit that “go live” button! Don’t overthink this! Just hit the button, look at the camera and be your wonderful self. This isn’t about perfection, it’s about taking action! We’re all rooting for you and can’t wait to come to your party!

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Candace D’Agnolo owns successful pet business Dogaholics and offers business consulting at Pet Boss Nation. For help creating a customized 90-day plan to tackle all your business goals, download a free worksheet, at petbossnation.com/petsplus. Contact her at hello@petbossnation.com.

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