How to attract customers to your pet store or pet salon (promotion). Advertising products for animals How to come up with a promotion to attract customers

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Who doesn’t know the mischievous cat Boris, the cat Felix and the golden Irish setter from the “Chappie” ad? As you might have guessed, today we will talk about. We will give you examples of the best advertising for happy owners of four-legged friends.

The pet food market formed in Russia about fifteen years ago and is currently actively developing. In terms of the number of pets per capita, Russia ranks second in the world after the United States. Most of all we have cats as pets - from 25 to 30 million. In second place are dogs (about 20 million).

Advertising of pet products can be seen on posters and light boxes, but most often on TV. Let's remember the most famous commercials featuring pets and let’s figure out what their specifics are.

The tabby cat (British Shorthair) has long been the face of the company "Whiskas". And it is no coincidence - after all, producers consider cats and male cats of this breed to be the standard of a domestic cat. Moreover, Whiskas advertisements feature kittens and adult cats bred in the German nursery Silver Treasure. The best representatives of the British Shorthair breed in Europe are traditionally bred here. That's why cats food advertising they always look so well-groomed.

Lack of bright colors, including in the color of cats.
Calmness, comfort, light playfulness of four-legged actors.
A message to traditional values.

2. Chappi

And here are Whiskas colleagues producing dog food Chappi, chose a different strategy. Their commercials feature several dogs of different breeds “talking” to each other. The plot is always almost the same: the famous Irish setter advises his unlucky friends to change their food to “Chappy” and describes its advantages. This ad is colorful, fun, and the dogs in it are playful, cheerful, and active. At the end, the emphasis is usually on the taste of the product: “Chappy” is delicious meat dishes prepared according to favorite family recipes.”

3.Sheba

To advertise the “elite” cat food “Sheba”, the Mars company invited a star in the advertisement - actress Eva Longoria with her favorite. How can you not trust the taste of an American beauty? Sexy, daring, luxurious - this is how it turned out Sheba advertising.

“For passionate natures”:

4. Kitekat

"Kitekat" - food for energetic cats"

5. Catsan

IN cat litter advertising We only remove white kittens and cats. The commercials are dominated by blue and white colors, which viewers associate with cleanliness and freshness. “The smell locks it up!” – assures a joyful voice in the Russian version of the advertisement. In Germany, advertisers appeal to comfort and trust: “Catsan – for a pleasant feeling of being at home”

To summarize, we note what needs to be done to remove advertising of pet products.

1. Find an animal that will become a symbol of your brand;

2. Think over the philosophy of your company, the idea and mood of the advertising campaign and video;

3. Emphasize: on the emotional component, taste, functionality, etc.

4. Choose the right color scheme.

Where to advertise pet products?

Specialized magazines and newspapers for pet owners;
Advertising in the advertising block of local newspapers in the "Animals" section;
Advertising on buses and stops ().

Despite the fact that foreign companies are currently leading the pet food market, it is quite possible that your product will become special and win the hearts of customers.

These don’t have to be expensive TV commercials or an advertising spread in a glossy magazine: many ways to convey information about your products to the buyer are inexpensive, or even completely free. Let's talk about some of these methods.

For example, you can position yourself as an expert. The media quite regularly seek out local or national experts who can speak beautifully about products and provide helpful tips and tricks for people. In order to introduce yourself as a specialist, you can send a short press release about your activities to local media sites. Look through the local news and if you see a report about animals, feel free to call the editor with your suggestion.

Another fairly common option for hidden, but very effective advertising is charity. Donate some of your goods or a certificate for your services to a charitable organization. Your contribution should be significant, significant - then the employees of the charity auction (or other organization) will be interested in working with you, do not count on the fact that you will donate a package of dog food and all the local TV channels will talk about you. For example, a groomer might offer a charitable grooming of one medium-sized animal per week, an entrepreneur who has opened a pet care company might offer a week of daily visits as a charity prize, a dog trainer might offer private training lessons, and so on. If you opened a pet supply store, then your offer could be, for example, a month’s supply of food.

You can get good advertising in certain circles if you establish connections (and maintain them) with public organizations (leagues, societies, and so on). Pet lovers will be happy to patronize a business with such a caring owner.

Try to “cover” with your advertising products all those places where your potential clients gather: exhibitions of animals and pet industry products, various stores, salons and hairdressing salons for animals. Invite your business colleagues to collaborate together - you will recommend their products and services to your clients, and they will “barter” yours.

Manufacturers and wholesalers can also become your allies - large companies are always interested in expanding their customer base, and regular customers, as a rule, are given good discounts or goods are released with deferred payment.

And be sure to make sure you have several contact numbers: it’s stupid to lose clients (and money) because your phone is always busy.

Alexander Kaptsov

Reading time: 10 minutes

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An interesting idea for a novice entrepreneur might be opening your own pet store. From an economic point of view, the attractiveness of such a business is quite obvious, because according to statistics, every third family necessarily has a cat, and every fifth has a dog. There are also lovers of aquarium fish, birds and hamsters. The demand for pet products is stable at any time of the year, so we can talk about the profitability of the business. The main thing is to correctly determine the range of products needed and draw up a competent business plan.

Opening a pet store: the pros and cons of business

As with any business activity, opening a pet store has its pros and cons:

Since there are still more advantages to starting this business, it makes sense to invest money in a pet store. When promoting an idea, decisive importance is given to the competent territorial location of the premises and a carefully selected assortment.

What documents are needed to open a pet store from scratch - requirements and permits

In order to work calmly, and not wait for the arrival of regulatory authorities, it is better to immediately legalize your business.

Where to start preparing all the necessary documentation:

Naturally, the first step should be to register the enterprise as an LLC or individual entrepreneur. Registration as an individual entrepreneur is advisable if the area of the pet store is less than 50 m2, and the planned turnover will be small. Registration of the status of a legal entity (LLC) makes it possible to conclude contracts with wholesale suppliers and obtain a license to sell medicines if there is a veterinarian on staff.
The next step is obtaining permits from the SES and fire inspectorate. They will be issued on the basis of a report from commissions that will visit the establishment to check its compliance with current regulations.
Permits from the environmental protection society and veterinary service will also be required.
License for sale of veterinary drugs.
OKVED codes (47.76.2; 46.38.22; 46.11, etc.) and the optimal taxation system (STS or ENDV).
Registering a cash register.

An entrepreneur will have to spend several months and about 70,000 rubles to collect and prepare the necessary documentation. Professionals will resolve all issues faster.

What is needed to organize a pet store from scratch?

To start a pet store from scratch, you will need not only the official registration of the enterprise and obtaining permission to work. We will have to solve a lot of organizational issues regarding the choice of premises and the purchase of equipment, interior design and promotional events, drawing up staffing and selection of assortment. But first things first.

Location

According to experts, the most successful option for locating a pet store may be to place it in the premises of a veterinary hospital or on the territory of an animal hotel. This is explained by the fact that people with animals regularly come to such institutions. It is this category of visitors that is most interested in purchasing goods in a pet store.

If the implementation of such an option is unrealistic, then you can open a store in any other public place, not necessarily on the main streets. You can even rent a small room in a large shopping center or in a residential area.

The main thing is that the retail outlet is located on the ground floor of the building and has a front entrance, the sign above which can be used as advertising. It should be bright and memorable.

Premises for a pet store

To choose the right premises for a pet store, first of all, you need to decide on its format:

To operate a small stall, 8-10 m2 is enough.
An average pet store will require a space of 50-80 m2.
Well, a supermarket for animals should be located on an area of at least 100-150 m2. In this case, it is better for an entrepreneur to rent a separate one-story building.

If the area of the pet store is sufficient, the optimal solution would be to allocate thematic zones in it. For example, these could be the departments: “Everything for cats”, “Aquarium”, “Clean paws”, “Poultry house” and so on. Store visitors will be able to make purchases more conveniently and purposefully.

To save money, it is best to rent a premise that is already ready and adapted for work in a non-residential building. This makes it easier to obtain all the necessary permits and open your store faster.

Furniture and interior design

You rarely see interesting interior solutions in pet stores, and you can play on this to attract visitors. A colorfully designed facade with funny images of animals, as well as aquariums or cages with birds displayed in the display windows, will most likely arouse the interest of buyers and a desire to visit the store. Inside, the interior can be complemented by paintings of pets, funny plush toys “living” on the windowsills, and original furniture. Fresh flowers and plants will be an excellent decoration for the store and an excellent backdrop for wildlife. This is something you don’t need to save money on!

Proper placement of cages, terrariums and aquariums will allow you to view them from all sides. The best option for installing them would be special podiums. If you suddenly want to update your interior, then shelving on wheels will come to the rescue. They can be moved in any direction, easily creating different compositions. However, without closed display cases, a work table and counters, the list of furniture will be incomplete.

Reference . Only food and large objects may be freely available. Veterinary products must be placed in closed display cases.

Equipment and inventory

As for setting up a stall for selling feed, equipping it couldn’t be easier. All you need to do is install shelving and table scales – that’s all you need.

It will be more difficult to decide on a pet store, because the purchase will require significant costs:

Refrigeration equipment (cabinets and display cases) – 77,000-80,000 rubles.
Cash counter – 3,000 rubles.
Lamps for heating animals, UV radiation systems – RUB 5,580-76,130/piece.
Cages, aquariums, terrariums - from 1950 rubles/piece.

Moreover, ordinary cages used at home are not suitable for keeping animals in a store. They must have a certain margin of safety, be easy to clean, and so on.

Installation of electrical equipment will also be an expensive part. But you can’t do without it, since many animals need lighting. If an entrepreneur does not yet have enough funds or experience to keep large breeds, then at first he can start selling small animals - hamsters and budgerigars. They do not require special care and can be kept in ordinary cages.

Range

Professionals know how difficult it is to create the desired assortment immediately after opening a store. Typically, this takes about three months, taking into account the specifics of the region. At first, in order to establish trade, you can borrow the experience of existing pet stores, and then use your own developments.

According to experts, the greatest profit for business comes from animal feed. Food for cats and dogs sells out best, and a little worse for rodents and birds. The second most popular group of products are tray fillers and care products. The sale of cages, aquariums, food bowls, cat houses, and animal care literature also brings a certain profit, but it cannot be compared with the sale of food. However, the store’s assortment should be varied, since the quantity and quality of goods affect the level of sales and profitability of the business.

The ratio of product groups in the pet store’s assortment as a percentage:

Staff

Recruiting employees for a pet store is undoubtedly an important step in establishing a successful business. Moreover, this business has a certain specificity – working with animals. That is why only people with a veterinary education can apply for the position of sales consultants. At a minimum, the store must have 2 sellers. Among the professional qualities they should have: communication skills, desire to learn, knowledge of the topic. Sellers will have to spend 40,000 rubles monthly on salaries. plus 10% of revenue.

Who else to invite to work:

Store directors . At first, the entrepreneur can perform the functions of a director himself.
Veterinarian . It is not necessary to enroll him in the staff. He can work independently, conducting a private reception.
Accountant . With a small turnover and in the process of promotion, accounting can be ordered from an outsourcing company. The monthly cost of such a service will cost 2,600-3,300 rubles.
Cleaning woman . The salary of a cleaning lady is usually 12,000 rubles.

If the store is a family affair, then try to do it on your own, without involving outsiders.

Marketing and advertising of a pet store: how to promote a business from scratch?

Even the best pet store must take care at the start of the project about proper advertising for its promotion.

When asking the question of how to promote a business from scratch, you can get many solutions:

The original design of display windows and a bright sign will certainly attract the attention of passers-by to the store.
Posting advertisements at bus stops, billboards and in transport will allow you to reach a significant resource of potential buyers.
Promoting your store through social networks and thematic groups on the Internet will expand your audience of customers.

In addition, it would be a good idea to carry out all kinds of PR campaigns:

Feed tasting events.
Promotional programs such as “Buy two products for the price of one”, “Make a purchase, get a gift”.
Bonuses and discounts for regular customers.

Ready-made business plan for a pet store from scratch: calculation of profitability and costs

In its most general form, a business plan is presented as follows:

The store is located on the ground floor of the building.
Its area is 60 m2.
Number of employees – 3 people.

Start-up costs:

The sales volume of each pet store depends on how the advertising campaign is structured. It doesn’t matter whether the business is located in a residential area or in a passable place, customers will not come without advertising.

How to increase sales in a pet store: basic methods

These tips will help not only attract buyers, but also contribute to more sales:

Open your store where customers will see it. The best option is places with high traffic: busy intersections, ground transport and metro stops. It is advantageous to locate a pet store in a residential area.
Select your staff carefully. Knowledge of the product, pleasant appearance, and communication skills are required for sellers. They must create a friendly atmosphere, help customers, and recommend products that will suit them.
Additional clients will be attracted by qualified veterinary care. Hire a veterinarian for evening or weekend consultations.
Offer the most popular products. Keep track of what is purchased most often and what the cost range of these products is. Use this data to create a trading matrix.
The bright design of the stands and large price tags attract attention. Information about discounts and promotions should be visible.
Use several advertising channels at once: outdoor, print, advertising in elevators, through social networks, on the Internet.

Outdoor advertising for pet stores: photos of the best examples

As practice shows, pet products are most often purchased on impulse. To trigger this impulse and make a passerby think about his pet, make the sign bright and illuminated.

Stretch marks are especially effective when opening a pet store. But you don't have to use them all the time. It is enough to decorate the façade of the building in a bright way.

Signposts will help attract the attention of passers-by and inform about discounts and store promotions. This is a simple, inexpensive, but effective advertisement. The sign is installed on the sidewalk next to the store. This is a mobile design, you can change the location of the pillar to find the most advantageous position.

Use the space on pillars and banners to attract buyer interest. Standard phrases about a wide range and low prices will not help. Be more specific, talk about your promotions and discounts.

Dry food and canned food for animals, vitamins, toys and hygiene products. 10% discount on every third item in the receipt!

Every Monday - discounts on Royal Canin food!

Buy 3 kilograms of filler and receive a tray as a gift!

Leaflets and flyers: what to write and where to distribute

The text of the leaflet must indicate:

Store Address. Preferably a schematic map.
Name, slogan (if there is one).
Brief description of the assortment. Indicating prices for popular products will interest potential customers.
Information about discounts, promotions, special offers.

Often people do not save leaflets and, after reading them, throw them away. To make the pet store well remembered, use mnemonic devices, for example, come up with advertising in verse. Providing a discount to the flyer presenter will help increase sales.

Hand out flyers near the store. In residential areas, place advertisements in mailboxes. Find places where dog owners gather. There you can not only distribute flyers, but also communicate in more detail with potential buyers. For example, ask what food they buy or what toys are more interesting to their pets.

Promotion of a pet store on the Internet

The site is suitable only for large chains of pet stores or online stores. The amount spent on website creation, contextual advertising and SEO promotion will not be covered if the store is located in a residential area.

Social networks are less expensive and more effective in promoting small pet stores. Post news about discounts and new product arrivals on the page. The promotion will help stimulate demand. For example, subscribe to the VKontakte group, repost the post and receive a one-time discount. Another effective tool for promoting a group on social networks is a drawing of free goods for reposts or likes.

To make it easy for customers to find your store, place it on Yandex, Google maps and other popular resources.

About word of mouth and regular customers

Pet products are a category of products that are purchased regularly. Therefore, the only way to achieve stable high profits is to earn the trust of regular customers, to do everything so that the client wants to come to this particular pet store.

Be prepared for the fact that it will take several months to promote a new business. To get a business with established advertising and a base of regular customers, it is easier to buy an existing pet store.