Guide to a Safe PawS event

Transcription

1 Guide to a Safe PawS event

2 w hy Safe PawS? what we Know about Pets & Lawns Get involved Why Host a Safe Paws Event? How it Began: When we welcomed Jax, a Morkie puppy, to our family, the safety of our lawn and the lawns around us became a paramount issue. On dog walks, we noticed countless signs throughout the season reading Caution! Pesticide Application. Keep Off. Yet most people still let their kids and pets play on these same lawns. It was evident that we needed to start an educational campaign to show people how to get back to a naturally lush green lawn that is free of chemical fertilizers and pesticides. A lawn where our pets and children can safely run and play without fear of ingesting or tracking potentially harmful lawn chemicals into our homes. So we turned to our family business for help. In 2015 we created the Safe Paws campaign. It was a natural fit as The Espoma Company has been a pioneer in educating people about natural gardening solutions since The Safe Paws campaign educates pet owners about how to create a safe outdoor environment for their loved ones through public relations, online and printed literature, and through retail events. We hope that you and your store will consider joining us on our mission to make the world a safer place for our children and pets by distributing this information and hosting an event. Jeremy Brunner Vice President, The Espoma Company, 4th Generation Jeremy Brunner 1 Our newest family member, Jax! According to the National Canine Cancer Foundation, cancer affects 1 out of every dogs. Cancer has no known single cause. However, the ASPCA says that both hereditary and environmental factors can contribute to cancer in pets. The EPA estimates that Americans apply 90 million pounds of pesticides every year. Every year the ASPCA receives tens of thousands of calls involving animal companions who ve had potentially harmful contact with insecticides, weed killers and other garden hazards. A 2004 study of Scottish terriers found that dogs exposed to lawn and garden chemicals may have a higher risk of bladder cancer. People need to know that lawns & gardens can be green, healthy and chemical-free. That s why we hope you will join us in hosting your own Safe Paws Day to educate customers about organic lawn care and creating a healthy place for pets to play. A Safe Paws event will allow your store to not only welcome a new customer, but to also help build a network of animal experts in your community. You can create a positive relationship between your store and the pet community by establishing yourself as the expert in pet safe lawn and garden care. This booklet will walk you through the steps of hosting your own event and creating buzz to help attract new customers to your store. Thanks for asking us to be involved. I m beginning to appreciate how you folks are pushing the envelope. It s what s required anymore and I feel like the company is ahead of the curve. - David Green, Primex Garden Center 1 62

3 Planning your Safe PawS event Set a date. Fall and Spring both work. See page 4 for timing considerations. Sign up. We will add you to our calendar of events page on our website. Please fill out our online form to register. Please note: you must be a certified dealer to participate. Set a budget. Determine how much you ll spend on decorations, advertising, and prizes. There are lots of ways to host an event without spending much. Get decked out. A variety of free and for purchase items, including posters, POP, Safe Paws shirts, and decorations, are available to order. See page 10 for details. Plan activities. Animal adoptions, on-site grooming, dog training and agility demonstrations, live music, speakers, contests, door prizes and raffles, to name a few. Utilize the talents of your staff and community! Set up a staff meeting. Let your staff know when you are hosting a Safe Paws Day. Your well connected staff may know local organizations to tap into and they will be able to accurately answer customer questions about the events. Build partnerships. Local businesses can help spread the word and contribute prizes. Reach out to local cancer groups or veterinarians as well. They may be able to provide speakers, educational materials, volunteers to staff your event, and additional promotional opportunities. Publicize your event: Templates are available for articles, s, advertisements, etc. See page 6 for more tips. Get social. Social media is a highly effective and free way to spread the word. For more tips on social media, see page 6. Check inventory. Ensure that Espoma Organic Lawn Foods are stocked and well merchandised and promoted during the event. event faq s Who Should I Invite? Optimal number of exhibitors: 6-8 Veterinarian or Animal Hospital Rescue Organization such as ASPCA or SPCA Pet Waste Clean-up Company National Canine Cancer Foundation Rep. Groomers, Pet Spa Boarders and Sitters Dog Walkers Pet Artists Treat Companies Local Radio Stations Food Vendor What Are Some Event Planning Secrets? Lessons learned Encourage staff, family and friends to visit and bring their dogs. The more animals on event day the better. Offer a raffle or drawing to collect addresses. Ask your local businesses if they are willing to donate an item, gift certificate, or service as a prize. See more on page 5. When Should I Host the Event? Timing considerations You can host this event any time, but we suggest capitalizing on warm spring weather and higher foot traffic. Before committing to a date for your event, make sure there are no other previously scheduled events that could compete with yours for attendance. Your event does not have to coincide with Step 1 lawn application. Plan for a -4 hour event and start earlier in the day. How Should I Set Up My Store? Suggested location and layouts: Place tables in the same area to give the event impact. Space should be in an area where you re comfortable letting dogs walk. Provide shade or hold indoors. Position near Espoma lawn products, or at least have products close to table. 5 64

4 ideas, tips and Best Practices Spread the Buzz about Safe Paws event WEEK OF THE EVENT DAY OF THE EVENT PUBLICIZE YOUR EVENT 1) Stage displays. Set up the Espoma annual feeding program, organic fertilizers and pet merchandise, if applicable, throughout the store. 2) Go grass-roots. Install signs on the road and other sites (street corners, downtown, etc.) with the date, time, and name of your event. ) Confirm. Call participating businesses and coordinate their needs for signage, electrical outlets, tables, chairs, audio/visual equipment, etc. 4) Distribute materials. Place brochure holders and Safe Paws brochures on each table and ask exhibitors to take brochures and holders to their businesses. 5) Stay hydrated. Provide water hydration stations for dogs. 6) Take pictures! Document the event for your newsletter, blog, and social media. Photos are the best way to promote your next event. Post them online. 7) Enjoy yourself. Have fun, hold contests, and feel good about helping to educate such a good cause. Download our free , newsletter and press release templates and customize them with your logos, information and event details. Put the Safe Paws logo on your website. Create a list and contact info of your local media outlets and bloggers. Look for reporters who have an interest in local events, pets or gardening. your press release to all local media 2 weeks prior to event. Wednesdays or Thursdays are the best days to pitch. Call local reporters in charge of covering events. Be brief. Review event details, being sure to highlight the local angle and interview or photo opportunities. Specifically invite them to cover the story. Post event on community calendars through your local news outlets. Add to your websites calendar of events page. AFTER THE EVENT See page 7 for social media post ideas and hashtags. 8) Follow up. Survey exhibitors and ask if they need the Safe Paws Guide replenished. Advertising Use our Facebook Ad template Add to your current media advertising schedule 9) Post on social media. Share photos and testimonials. 10) Measure results. How were sales, traffic and new customers compared to last year? Update website banner Send an e-blast Include in your magazine or newsletter. Invite local radio personality to do a remote at your store. 5 6

5 social media outreach You can find us on Facebook, Twitter and Pinterest. Use #SafePaws to promote your event. Putting the # in front of a keyword makes it a hashtag so people can easily find mentions about Safe Paws. This works across all platforms. Facebook is the best way to reach our target audience. A sample post might say: You and your four-legged friends are invited to the garden center on Saturday, April 25 from Learn from our staff, local exhibitors how to create a #SafePaws yard. #SafePaws offers tips to keep pets safe outdoors by avoiding the dangers of common lawn hazards. Download the guide to learn more today! learn-grow/safe-paws-lawn/ Tag local exhibitors in the post and encourage them to share on their pages as well. Pinterest Check out our Safe Paws Pinterest Board. Create your own Safe Paws board by repinning our photos. After your event, upload your own. Share any articles mentioning your event and tag the reporter and news source. This thanks them for the mention and gives credibility to your event. Follow us on Pinterest: espomaorganic/ Twitter You can pre-schedule tweets. Schedule multiple event tweets in advance of the event in down time. A sample tweet might say: Bring your four-legged friends out on April Learn how to create a #SafePaws yard and meet local #pawapproved exhibitors. Attach a photo to your tweet. Choose from any of our social media templates. Link to your event page or the Safe Paws Guide. Follow us on Twitter: Create a Safe Paws event and invite your fans to RSVP and share their photos. We will share and ReTweet some event mentions if you & #safepaws on Twitter and Facebook. Post a photo in the morning to promote your Safe Paws day and remind people when and where the event is happening. Create a Safe Paws photo album after the event and encourage people to tag themselves. Follow us on Facebook: EspomaOrganic 7 68

6 event Resources Banner 50 Brochures 2 Brochure Holders 5 Tee Shirts 10 Balloons 50 Temp tats Guide to a Safe PawS La wn 25 Pens We offer a selection of FREE merchandise for your event. Downloads are also provided: Template Press Release FB Ad Template, SP Logo Web Banner Ad(s) Call script for exhibitors Stylesheet * Search #SafePaws on Twitter for more photos or go to our three Facebook albums. Please allow 2-4 weeks for shipping, though expedited service may be available. This is an exciting new way for retailers like me to be involved in a campaign designed to bring in new customers. It will take time, but all good things do. -Brian Riddle, Homestead Gardens 9 610

7 Guide to a Safe PawS event 6 Espoma Road, Millville, NJ ESPOMA-1