pet boss club - holiday boot camp 2017 · 2019. 10. 14. · frou, sporty, playful). - hire carolers...

PET BOSS CLUB - HOLIDAY BOOT CAMP 2017Program Schedule, Event Ideas, Sales Bundles + Tactics, Gifts + More

1. Our Boot Camp Schedule - pg 2

2. Core Weekly Focuses - pg 3 + 4

3. Event Ideas - pg 5 + 6

4. Bundles - pg 7

5. Marketing Tactics - pg 8 + 9

6. Just for Fun Phrases - pg 10

7. Sales Incentives - pg 11

8. Gift Ideas - Customers, Vendors, Employees - pg 12 + 13

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PET BOSS CLUBa monthly coaching experience

- BY PET BOSS NATION -

HOLIDAY BOOT CAMP 2017Program Schedule, Event Ideas, Sales Bundles + Tactics, Gifts + More

PET BOSS CLUBa monthly coaching experience

- BY PET BOSS NATION -

HOLIDAY BOOT CAMP 2017

11/6 - 11/12 The Planning & Preparing Phase

11/13 - 11/19 Dig In & Execute

11/20 - 11/26 Sprucing Up

11/27 - 12/3 Focus on Giving

12/4 - 12/10 Focus on Them

12/11 - 12/17 Focus on The Grinch Tactic

12/18 - 12/24 Focus on Holiday

12/25 - 12/31 Rejoice & Reflect

WEEKLY FOCUS AREAS

GROUP VIDEO TRAINING & Q+AThursday, 11/9 at 8pm Eastern | 7pm Central | 5pm Pacific

Monday, 12/4 at 7pm Eastern | 6pm Central | 4pm Pacific

WEEKLY CHECK INSEvery week, times may vary. Check Facebook Group for exact times.

JOIN VIDEO CONFERENCE HERE: https://zoom.us/j/553478703

JOIN VIDEO CONFERENCE HERE: https://zoom.us/j/847970673

SCHEDULE

QUESTIONS? NEED SUPPORT?Post them in the Facebook Group or email [email protected]

Copyright 2017, Pet Boss Nation (a division of Dog-a-holics, Inc) 2

CORE WEEKLY FOCUSESNov. 27 – Dec. 3 – FOCUS ON GIVING

After being with their families, giving thanks, perhaps they also did a gift exchange name draw or were reminded of extended family pets. So this week, go big with the theme of shopping for others. Showcase products and verbiage that supports giving to all the dog lovers in their life. Have sales associates ask about those extended family pets and other dog lovers on their lists, to bring them to top of mind. Make suggestions of creative and fun items like people clothing, picture frames, bakery treats and doggy beer or wine. Have a variety of price points to cover any budget to make shopping for multiple family dogs easy and affordable.

During this week, your register area needs higher priced items (puzzle games, tech products, fancy holiday collars). Customers will feel good about purchasing for others, so they will surely be ready to spoil their own pet.

Ideas that Work for Your Business: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Dec. 4 – Dec 10 – FOCUS ON THEM

We all know that people love shopping for themselves, too, and when it’s for their own pet, it doesn’t feel selfish at all! This week focus all your marketing efforts on the idea of spoiling their pet… recommend a new coat, a new bed, a new collars, maybe even some new toys for the toy box. Take the spoiling one step further and give everyone who walks in a free stocking! Require that they just have to fill it with at least 3 items of their choice. This will turn even browsers into buyers.

Continue with high-ticket items at the register area. But move things around of fill with new merchandise to keep it looking fresh. If you use the free stocking idea, high-ticket items that fit in them (like bully sticks or de-shedding brushes) should go at the check out area as well.


PET BOSS NATION R

[email protected] | petbossnation.com | @petbossnation


Dec. 11 – Dec. 17 – FOCUS ON THE GRINCH

By this point, you’re really competing with your customer’s time. They are busy with holiday parties, wrapping everything up for work and finishing all their shopping. Use the Grinch to steal the show! Have him make appearances throughout the week or stand outside waving to draw attention. You could also hide a Grinch toy somewhere for people to find for a free gift card to use in January. Get creative and interactive with the Grinch on social media. And most importantly say to each customer… “Does your dog have a new present under the tree for Christmas?”… “No?! Well don’t be a Grinch! Let’s find them something special. Can I show you some of our best dog toys? What’s your pet’s play style?”

This week your register should be filled with packaged bakery treats, wrapped and ready. Have 2 sizes (3 packs and 6 packs). Include all other edible holiday themed merchandise, in the mix as well. Customers are sure to stock up and buy more than they need, so they don’t find them-selves forgetting someone on their shopping list.


Dec. 18 – Dec. 24 – FOCUS ON HOLIDAY

There’s only one week left to move out anything and everything holiday. Remember the winter themed merchandise, too (snowmen, penguin, etc). We all think it’s going to sell after the holidays, but it rarely will. Re-merchandise this stuff all together and move it to a very visible area. For SKU’s or categories with lots of inventory left, now is the time to mark it down to 25% off or go even deeper with a buy 2, get 1 of all the stuff you want to move out. You’ll sell more discounted holiday merchandise before the 24th, than you will after the 25th.

Make sure your register area is covered this week with any remaining holiday merchandise. Consider bundling items together (two toys with a chewy, wrapped in a big red ribbon). If you don’t have much holiday merchandise left, use this area to feature long lasting chews and things that will keep their pet entertained while your customer is enjoying time with their families.


PET BOSS NATION R


(Core Weekly Focuses, Continued)


EVENT IDEASBIG HOLIDAYS TO PLAN FOR IN 2018

- Veteran’s Day, Nov. 11

- Black Friday Preview, Nov 22

- Thanksgiving, Nov. 23

- Black Friday, Nov. 24

- Small Business Saturday, Nov. 25

- Cyber Monday, Nov. 27

- Giving Tues, Nov. 28

- Hanukkah, Dec. 12 - 20

- Christmas Eve, Dec. 24

- Christmas, Dec. 25

- New Year’s Eve, Dec. 31

- New Year’s Day, Jan. 1

Holiday/Christmas Themed Ideas

- Thanksgiving Parade and Costume Contest

- Get a team together (of staff, customers, and dogs) for a November turkey trot!

- Elf on the Shelf (tied to product discounts or raffle prize entry when found)

- 12 Days of Christmas Deals

- 12 Days of Give-a-ways

- 12 Strays of Christmas (adoptable cats and dogs can get featured)

- Free “Dog Nog” Lattes (made with Answers Goat Milk) playing on the Egg Nog

- Photo with the Grinch or Rudolph

- Photo with Santa (realistic or costume)

- Photo with Bad Santa

- Making paw print holiday ornaments in store or for pet sitting clients

- Create a holiday gift guide with suggestions by pet, size, age and style - frou

frou, sporty, playful).

- Hire carolers to make an appearance.

- Free stocking with purchase of 3 items to fill it.

- Free stockings with their dog’s name ironed on

- See Santa & Save promotion

- Santa’s Sidewalk Sale promotion

- Mistletoe & Margaritas event

Don’t have a space?? No worries – bring your community and customers together still by finding a local apartment building that has a party room or a neighboring office space who wants to do something fun. Give it a theme, have games and activities! No need for a store front!


EVENT IDEASBlack Friday

- Have a preview sale on Weds (offer a steeper discount than you will on Friday)

- Discount all items that have Black in them

- Get Black Gift Bags, fill them with merchandise you want to move and top with black tissue paper - sell as grab bags at 50% off retail price or higher. Or do a flat rate on the packaging.

- Run a photo contest for customers with black dogs on social media. Person’s photo with the most likes gets a gift certificate.

- Raise money for rescues and donate the money to the efforts of black dogs in need at the shelter.

- Host some adoptable black dogs.

Small Business Saturday

- Share stories on social media about how you began the business, what inspired you or favorite stories over the years. You can do it as a individual quick videos that you tease all week. Get you local chamber and customers who are featured to share the videos.

- Collect items from local shops and have a raffle for customer to win either a large grand prize of all of them or individual items.

- Invite a local celebrity you might know or who lives in your area to stop by and say hi or take photos.

- Reward Check Ins for people who do it on social media

- Encourage Small Business Selfies while in your store, select the most creative and most liked for a prize from your store.

- Use it as a holiday kick off event.


Think about your business. How can the services you offer or the products you sell be bundled together to increase the sale? These items should compliment each other and should be different than a volume discount.

Here are some ideas to get your bundle motor running...

- Offer a package of 8 gifts for Jewish pets. Hanukkah starts Dec 12

- For a small added package fee you can offer private story-time, a can of “holiday stew” and a special gift on Christmas morning to dogs who are staying with you.

- Additionally, you can offer higher holiday rates for pet sitting, daycare,grooming or boarding since the demand is higher and employees will have to be paid time and half.

- For grooming create specialty add on packages... Fall Spruce Up - $10 - Pumpkin Spice Spritz, Bow, Cookie, Fancy Poo Bag Holiday Spruce Up - $10 - Gingerbread Spritz, Sparkly Bow, Frosted Pastry

- Put Bows on complimentary sets of items around your grooming salon or shop and sell them together as gift sets. Have some prepackaged and some broken up so people can touch, feel and smell the items.

- Offer to take a photo of their dog after it’s done being groomed, with a nice holiday background. Charge $10 to send them the digital file or print it out and mail later.

- Give them a free stocking when you fill it with 3 or more items.

- When they buy a 3 month’s of daycare in advance they can have a special branded t-shirt and a free bath each month.

BONUS MONEY MAKERS

- Create a Bounce Back Coupon for 25% off an item in January. Hand them out to everyone with all purchases over $50 in Nov & Dec.

- Heavily promote that you sell gift cards and certificates. Make a social media graphic and have customers tag family members they know who should spoil their dog with a gift card. Use a cute comical photo to keep it fun. Include a link in the copy where they can purchase gift cards or a phone # to call.

+ = bundles


PET BOSS NATION R


Marketing Tactics1. Create such a celebratory environment and build such excitement around the whole day/event or promotion, to build the anticipation, that your guests won’t want to miss it. If you plan events well, your customers will always want to come pack and participate every time.

2. Offer a bounce back coupon for January to all Nov & Dec shoppers 3. When it Snows You Save Campaign

4. Do cross promotions with brands, local businesses and customer causes

5. Share a video talking about what you and your employees are thankful for. For every like, donate $1 to charity.

6. Record a voice mail message to reflect the holiday season, mention holiday promotions or a special event, and your adjusted hours.

7. Start doing weekly Facebook Live broadcasts on what you are thankful for leading up to Thanksgiving. Feature one product in each video.

8. Email your clients every week, with reminder emails the night before your special events and the day of. The best times over the holidays specifically to email are Thanksgiving Evening, Mid-Morning on Black Friday, the afternoon on Cyber Monday and one week before Christmas.

9. Do a holiday karaoke video of you (and your staff) and your pets lip syncing or singing your holiday favorites. You can use this on social media or in your store display. You can per-record or do live from the sales floor to show the fun you’re having and that they shouldn’t miss out.

10. Handwritten thank you notes in customer bags - keep it short “it was a lot of fun serving you today”

11. Mail handwritten thank you notes NOW just to truly say Thank You! It will help them think of you this season.

12. Plan out your social media in something like Hootesuite, Postcron or even directly into Face-book to save you time. This preplanning your social media strategy will help you not feel so rushed on the day of your promotions.

13. Have a “Naughty or Nice” photo or story contest on social media

14. You should never assume your customers know all the services you offer. Print a sign or write one neatly on a chalk board that lists the different thing you do.


Facebook Page, Instagram, Twitter

Facebook Ads + Groups

LIVE Streams on Facebook or Instagram

Email Blasts

Flyers in Your Shopping Bag and Stapled to Receipts

Posters and Flyers around the neighborhood and at local vets offices, and of course your shop.

Billboards (large and small)

Direct Mail to your Customer List AND New Pet Owners

Don’t forget about PR! Send your details to local news casters via twitter, instagram or direct message. Most of them all manage their own contact.

PET BOSS NATIONR


(Marketing Tactics Continued)

15. Do a Direct Mail piece to a radius of your business - make sure it’s good photo, copy and deal. You can target pet owners!

16. Try calling or emailing customer who haven’t been in for 60 - 90 Days, to remind them and get them excited to stop in before the end of the year.

17. Send a cannot refuse type offer to people who haven’t been in for 120 Days or since LAST YEAR at the holidays to re-engage them.

18. Host a networking or private shopping night or day for people who work in your business district or who are in your network. Do this early in the season so it gets them talking about your products and services to others they meet this season. 19. Sign up and advertise American Express-”Small Business Saturday!” Print out a notice and staple to their receipt between now & then!

20. Maximize your Yelp profile with photos, a “check-in” offer, gift certificates available for purchase, and more! 21. Make a notice of whatever you are promoting and tape to your checkout counter! They’re guaranteed to ask!

ADVERTISINGOPTIONS*Also refer to the “Available Platforms” list in the other Holiday Boot Camp Ebook


Happy Pawlidays

Happy Howlidays

Feliz Naughty Dog

May your days be furry and bright

Seasons Grrr..eetings

Merry woofing Christmas

Ho Ho Ho It's Santa Paws!

Bark the halls

Fleas Navidad

Bark the Herald Angels Sing

Dachshund through the Snow

Bah Hum-Pug

Bark Humbug

PET BOSS NATIONR


Just For Fun!


PET BOSS NATION R


Sales IncentivesKeep the Team & Yourself Motivated!

- $1 for every time they get a new customer to join the customer list.

- $1 for every time they increase your units per transaction from let’s say 3 to 4 or 4 to 5 (whatever you determine is best for your store) or they get the purchase amount to a certain dollar amount above what you normally do.

- Set a daily sales goal and give an extra $10-$20 to each employee who works that day to help reach the goal. The goal should be slightly higher than what you expect to do.

- $1 for every time someone can sell a “holiday toy” (great for that last week).

- Get something kookie but worth while, like a pass at not having to clean the bathroom or do something else that’s not ideal when they…. do x.

- Make a bingo card filled with specific items or actions they need to take. When they get BINGO they get a prize or cash gift and when they fill up the card they get something even better.

- For every time they do x - their name gets entered into a raffle to win a great prize (maybe a massage or a gift basket from a place in the neighborhood).

- Create a “Bow Wow Bucks” program where you make fake $ with your employees faces or dogs and laminate them. Then, make a board with prizes like they do at Chuck E Cheese. Reward them with these “Bow Wow Bucks” whenever they do good deeds or achieve a goal you’ve set for them. They can then trade in their “Bow Wow Bucks” for items on the prize board of varying denominations! They can trade in for a candy bar or save up for a pizza party! Things like that.

- Make “take off early passes” which will allow staff to leave 1-2 hours early but still get paid! Then have a Manager or Owner close for them that day.

- Make your Manager/Owner the bathing assistant or worker for the day! Set a goal and have the prize be a day of bathing by the Owner/Manager!

- Put 5 coins in your right pocket and move them to your left pocket each time you praise someone by days’ end all coins should be n your left pocket. Praise is usually the best way to guide behavior.

- PTO day for top day/month/quarter/year sales people. - Pamper Your People Day where all employees go out for lunch/spa/show or concert

- Put their picture “in lights” in front of store & allow clients to write congrats (maybe white-board or something close to it)


PET BOSS NATION R


Gift IdeasFor Customers

- Paw Print Ornaments (make them in shop with customer or do them secretly) or photo ornament. You could also write the dogs name on an ornament.

- Gift certificates to a local business. You may be able to get the local business to donate them.

- Stocking with the dogs name on it or a complimentary stocking filled with a couple goodies. You may be able to get some free coupons or samples from other local businesses in your area as well to fill it with.

- Bottle of Wine for your TOP customers (Dog Theme / Winery with a Dog’s Name or Dog Logo)

- Greeting Cards showcasing a “Year in Review” of fun/interesting things you did in your business - like charity events, fun displays, customer events, big milestones, etc and include photos as a collage if you can.

- Post Card with a checklist of New Year’s Resolutions they can do/make with their dog. - Host an after hours party offering free drinks, snacks and some form of entertainment or guest

- Host a “Paint Your Pet’s Portrait” night at your business or at a local art studio. They pay the fee to paint but you supply drinks, food and parting gifts.

- Calendar for the year coming up with reminder stickers for their appointments.

YOUR IDEAS

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PET BOSS NATION R


For Top Vendors & Distributors

- Hand written cards and a tip ($20) for distributor drivers

- Hand written cards and something unique from your shop (not something they can order themselves).

- Chocolate or something tasty and shippable from a local business in town

YOUR IDEAS

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For Employees

- A nice dinner out

- Cash Bonuses

- Paid Time Off in January

- Stocking filled with fun stuff (lotion, snacks, gift cards, silly little things)

- Karaoke Party

- Bowling or Arcade Party

- Bring in Lunch

- Take staff out for an “experience” they remember in lieu of a cash bonus they’ll forget. Something different they would never do for themselves with or without spouses depending on size of staff and budget. Examples: 1. Kayak on the bay during Holiday lights festival after dinner. 2. Drag Queen Dinner Show 3. Dinner & Holiday lights cruise experience. 4. Dinner and a Holiday play/ballet/concert.

- Ranch Fountain

YOUR IDEAS

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(Gift Ideas Continued)


pet boss club - holiday boot camp 2017 · 2019. 10. 14. · frou, sporty, playful). - hire carolers...

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