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PetSmart Charities ConfidentialPetSmart Charities Confidential
Opening Rush
PetSmart Charities ConfidentialPetSmart Charities Confidential
6 Months later…Crickets Chirping
PetSmart Charities ConfidentialPetSmart Charities Confidential
What Do You Do? You Need a Plan
• Even if you don’t have marketing budget still need to promote
yourself!
• Diversify your approach
• Two methods: general marketing and targeted on the ground
outreach
PetSmart Charities ConfidentialPetSmart Charities Confidential
Getting the Message Right:
Following SUCCES Principles
• To do promotions and create materials we need to have the right
message!
• Don’t need all succes factors but more you have the better your
message is received
PetSmart Charities ConfidentialPetSmart Charities Confidential
Succes Factors
• Simple
• Unexpected
• Credible
• Concrete
• Emotional
• Stories
• www.madetostick.com
PetSmart Charities ConfidentialPetSmart Charities Confidential
Who’s This?
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PetSmart Charities ConfidentialPetSmart Charities Confidential
Jared
• simple (weight loss),
• unexpected (weight loss by eating fast food),
• concrete (weight loss by eating fast-food subs),
• credible (his own account of weight loss by eating fast-food subs),
• emotional (his own triumphant account of weight loss by eating fast-food subs)
• a story (his own triumphant account of weight loss by walking to Subway twice a day and eating fast-food subs).
PetSmart Charities ConfidentialPetSmart Charities Confidential
Apply To Our Field
When convincing people to spay/neuter we throw everything at them!
• health benefit
• behavioral benefit
• shelter/euthanasia angle
• public safety and health
• cuts down on strays/good for community
• right thing to do
• Saves money
PetSmart Charities ConfidentialPetSmart Charities Confidential
Let’s Face It…#1 Reason To Fix
Pets is Self Interest
• not wanting more litters biggest reason. Confirmed in recent
PetSmart Charities study and HSUS/Maddies study
• Don’t want to deal with behavioral issues (In heat, spraying, yowling,
trying to get outside)
PetSmart Charities ConfidentialPetSmart Charities Confidential
Top Reasons People Aren’t Fixing Pets
•Cost
•Accessibility/Just haven’t gotten around to it yet
•Don’t know when to do it
So let’s address these in our marketing!
PetSmart Charities ConfidentialPetSmart Charities Confidential
A Profile: Humane Ohio
•11,500 surgeries annually
•Booked out on female dogs until end of May and all
others until beginning of May
•Average 90 calls a day
•2100 calls in February
PetSmart Charities ConfidentialPetSmart Charities Confidential
Simple
• Quality surgeries
• Low prices not cheap
• Performed by
Licensed vets
Look to other national brands:
High quality, low cost tag line
PetSmart Charities ConfidentialPetSmart Charities Confidential
Unexpected
• Bucks for Balls
• Increased neuters to
888 in Jan from 128
previous month
• SFSPCA actually pays $5
Per feral cat!
PetSmart Charities ConfidentialPetSmart Charities Confidential
Credible
• Orrin Hatch PSA
• Best is someone they trust and know.
Generally friends/family and
veterinarians!
• 60% of people trust veterinarian
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Concrete
Ask people coming to your clinic why they
came.
Humane Alliance found 87% have never
been to a vet and cost was a factor for
92%. Eliminating annoying behaviors was
#1 reason for coming.
• Our survey shows that “tired of
unwanted litters” is best
message
PetSmart Charities ConfidentialPetSmart Charities Confidential
Emotional
PetSmart Charities ConfidentialPetSmart Charities Confidential
Stories
• Cody Fund
• “From the loss of a loved
dog comes a legacy of life”
• Raised $12,000
PetSmart Charities ConfidentialPetSmart Charities Confidential
Which is more powerful?
• Story of Cody, or the statistic that 8-10 million
animals enter shelters and 4-6 million faceless
animals die in shelters
PetSmart Charities ConfidentialPetSmart Charities Confidential
Share your Stories
•We have one person who just gathers stories and takes pictures.
shares with staff
•Share with donors, volunteers, public
•Bulletin Board at clinic with success stories
•Opportunities to sponsor a pet for surgery and share after stories
PetSmart Charities ConfidentialPetSmart Charities Confidential
Be Everywhere!
•Need to get out there in as many ways as possible
•Takes 3-5 times for people to get message
•Clinics are often new orgs and not a known entity. People need to feel
comfortable and hear from a trusted source
•Consider marketing in budget and paid outreach/marketing position
•We budget $10,000 annually
PetSmart Charities ConfidentialPetSmart Charities Confidential
Tips for getting Clients in the Door
•Craigslist (every 1-2 weeks)
•Facebook/twitter
•Enews once a month
•Email signature
•Website “news” that changes
•Get 8,000 visits a month
•Promote in newsletter (2x) and appeals (2x)
Harley Bowersox
PetSmart Charities Confidential
Litter Patrol
• Call “free” ads in the paper and offer
to take puppies and kittens into
adoption program.
• Offer s/n of adults to keep in homes.
• Open to anyone with puppies/kittens. If
can’t take, ask to hold and they will
spay/neuter
• Most needing this don’t have reliable
transportation, so relies on volunteers
to pick up animals
• $6,000 to begin program
PetSmart Charities ConfidentialPetSmart Charities Confidential
Litter Patrol
2010
405 dogs, 836 taken in and adopted
1,500 remained with family and altered
PetSmart Charities ConfidentialPetSmart Charities Confidential
More Tips….
• On every website!(ASPCA clinic site, BF network, Pets 911, Spay
USA, Spay Ohio, all our shelter partners)
• Do google search on yourself to see where listed
• Flyers and business cards at clinic and download from website
PetSmart Charities ConfidentialPetSmart Charities Confidential
Schedule Promotions
• 4 promotions a year spread throughout
slow times (February, June, August,
October)
• Catchy hooks to get media
• Spend $500-1,000 per promotion on
radio/print. Buy one get one free and Free
radio shows, TV
PetSmart Charities ConfidentialPetSmart Charities Confidential
Beat the Heat
Targeted female catsOffered $20 surgeriesTrue cost is $45. Grant subsidized rest of cost
220 cats in 3 ½ weeksGenerated most calls in one
monthPromotion lasted one month
PetSmart Charities ConfidentialPetSmart Charities Confidential
Promotions
• Pick 2 cat and 2 dog or do a promotion for both for litters or under 6
months
• Tie into holidays
– Cinco de meow
– St catricks day
– Halloween
– No fathers day
PetSmart Charities ConfidentialPetSmart Charities Confidential
Promotions
PetSmart Charities ConfidentialPetSmart Charities Confidential
Promotions
PetSmart Charities ConfidentialPetSmart Charities Confidential
Super Cat Fixes
• Big Fix mobile visits a target area and offers a $9.99 blitz event for a day.
People respond to discounts, especially at $9.99 rather than $10.00.
• Fix 125-160 cats each day!
• Offer special for limited time
creates a sense of urgency
**need to be careful with this
Message for low income
PetSmart Charities Confidential
Hooters for Neuters
Targets macho male
Free wings and hanging with Hooters girls while pets fixed
Keep in mind that females are primary caretakers
PetSmart Charities ConfidentialPetSmart Charities Confidential
Be Newsworthy
•Once a month we try to be in the news with a story
•Get media list from United Way
•Give options with photo ops (going out with
trappers, Primp Your Pit promotion)
•Send press release and follow with call and email
•Contact every media outlet-suburban newspapers,
online websites, traditional media
PetSmart Charities ConfidentialPetSmart Charities Confidential
Media
• Personal relationship
• hand written thank you note and bring food
• Call with opportunities all the time
• Work with them when they call us for help (even if
not spay/neuter)
• They now come to us!
PetSmart Charities ConfidentialPetSmart Charities Confidential
The Dreaded No Shows
• Can be 10-30% and higher certain times (weather, holidays)
• Track no shows and overbook
• Call no shows to reschedule
• #1 reason for our no shows is no money/car. Don’t book too far out
to where this becomes a problem!
• Reminder calls 3 days out not 1
• Ask for deposit
• If cancel more than 3x just have them walk in
• Have a wait list of shelters you can call
• If can’t fill schedule next day offer ½ off to people calling
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Celebrate Milestones
• 10,000th surgery
• Spokesdog for clinic
• Fun Videos like Nevada HS
• National Feral Cat Day
– Dress up DJ as cat
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Postcard
Idea from First Coast
NMHP who gets
hundreds of calls
from postcard
We got 120 calls
from 2 postcards
Cost $1,000 to mail
to 11,000 households
PetSmart Charities ConfidentialPetSmart Charities Confidential
Use Other Methods To Get In Door
• Shot clinics/Community Events
• 300 pets, got 50 of them fixed
• Pet food bank
1,666 pets not fixed that we can reach
• Building fences/offering support
PetSmart Charities Confidential
Other Methods
• offering free rabies with spay/neuter surgery gets people in (Austin)
• At rabies clinics, offer appointments to fix unaltered pets (Gulfport)
• Get partners to sign people up at festivals and get $5 off if pay that day
PetSmart Charities ConfidentialPetSmart Charities Confidential
Spay walks
• Spay Walks: Getting out in the community
PetSmart Charities ConfidentialPetSmart Charities Confidential
Spay Patrol Walks
• Group of volunteers and 1 staff member
• Take van out into neighborhoods
• Hand out flyers
• Bring traps, carriers and take animals for next day surgery if any
interested
• 1st one handed out 500 flyers and brought in 30 calls
• Idea from Wallys Friends TN
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Make Partnerships
• Social service agencies: Job and Family Services, food banks,
senior centers
• Free inserts in water bills, housing authority, pizza delivery, dog
license
PetSmart Charities ConfidentialPetSmart Charities Confidential
Partnerships
Partner with groups who promote spay/neuter: Spay and Play
Get businesses to include insert in their mailers (Invisible Fence, Poop
scoop, pet sitters, groomers)
We hand out their materials if they hand out ours
PetSmart Charities ConfidentialPetSmart Charities Confidential
Downtown Dog Rescue
PetSmart Charities ConfidentialPetSmart Charities Confidential
Dogtown Dog Rescue
• 75-80 dogs sterilized per event (2-3 a yr)
• Advertising is flyers and word of mouth. Pays people to distribute flyers
• All surgeries free and include collar, lease, bag of dog food. City pays and she covers any outside City
• Don’t judge! Individual relationships and getting to know them is key!
PetSmart Charities ConfidentialPetSmart Charities Confidential
Help Shelter Partners
•Put on Grant writing workshops for them like Pets Alive
•Offer to partner with them on a Grant and set up fund to track numbers
•Give business cards to distribute
•Offer incentives/discounts: If they sign up # of clients for s/n at booths or
refer X clients
•Send promotions/flyers/business cards to partners to promote
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Use Your Van As A Billboard
PetSmart Charities ConfidentialPetSmart Charities Confidential
WORD OF MOUTH
• This is the biggest way that people hear about your clinic
• 261 people from friend/client/family
• Next closest was 20-shelter/rescue
• Best partnership is your current clients!
• Ask each client at check out if they would refer your clinic to one
person and give flyer
• This means you have to have good service.
• Do regular surveys/courtesy calls to confirm
– We try to call 10% of clients to ask how we did
PetSmart Charities ConfidentialPetSmart Charities Confidential
Client Postcard
PetSmart Charities ConfidentialPetSmart Charities Confidential
Track Marketing
•Need to survey clients on how they heard about you
•We have access database they enter data into during
scheduling
•Helps us determine what is
working and what isn’t
PetSmart Charities ConfidentialPetSmart Charities Confidential
Why didn’t this work?
• Dog and cat look scary
• Low cost what doesn’t
Have same ring as “free
What?”
Making a joke out of animals
not wanting to get fixed when
we try to show that animals
don’t think of being altered like
we do
PetSmart Charities ConfidentialPetSmart Charities Confidential
Why Didn’t This Work?
PetSmart Charities ConfidentialPetSmart Charities Confidential
Curse of Knowledge
• Stop using jargon!
– TNR, kitten season
• Stop using overwhelming unrealistic stats
• We forget what it is like not to know what
we know
• Focus on what is relevant for our audience
not us
PetSmart Charities Confidential
PetSmart Charities ConfidentialPetSmart Charities Confidential
Questions?Astarnaud@petsmartcharities.org
www.petsmartcharities.org
www.humanealliance.org“marketing”
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