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Pet Product News Editorial Blog:

January 11, 2013

Reaching Out to Customers After the Holidays

By Julie Jacobs


The holidays have come and gone, and now we need to keep the attention of our customers—both old and new. While it is always important to reach out to customers, it is particularity important to do so now. Your customers are still a captive audience wrapped up in the holiday spirit and hopefully still ready to buy, buy, buy! Don't let your marketing efforts fall to the wayside.

There are a multitude of marketing avenues to explore. Print advertising is still a wonderful way to reach out to your consumer. You can advertise your website and product in local newspapers and magazines. Local pet directories are ideal venues, as they directly target your market. Major newspapers and pet magazines give you national exposure, as do many of the national pet charities, which send out magazines to their donors across the country (don’t overlook your local rescue groups, either). Want to take your site worldwide? Take an ad out in an airline magazine for exposure across the globe. 

Maintain marketing efforts after the holidays
Although primetime TV advertising can be costly, some stations offer off-peak packages that can be enticing. Some cable networks have attractive pricing, especially for off-peak hours. This type of marketing may be a once-a-year tool, but if you can afford it throughout the year, it certainly won’t hurt. If your budget can be stretched just a bit further, local radio is relatively inexpensive and reaches a wide audience.

Ideal for any retailer, especially those online, are e-blasts. E-blasts reach a huge audience with a click of a button. Constant Contact is a wonderful tool to assist you with these. You can create colorful, eye-catching flyers and mailers to email your customers. Yes, it takes time to create and get the initial hang of it, but once you do, it is quite simple. The easiest thing to do is create a template flyer with your company’s letterhead and/or logo and use it for all your mailings. During the holidays, add some holiday graphics. You should have an email capture button on your website to help build your mailing list. If you don’t have one, Constant Contact offers a simple solution by letting you install a quick link.

Other ideas for getting your name out there include: sending postcard mailings to targeted markets and offering local businesses and their employees special promotions. You might even want to think about tapping into your local college market by offering special promotions to college employees and students.

If someone doesn’t own a pet of their own, they are sure to know someone who does, so get your store’s name out in as many places as possible.  As always, please feel free to contact me with any questions at

Attention, Wholesalers!
If you are attending the upcoming Global Pet Expo trade show (Feb. 20-22, 2013, in Orlando, Fla.) and have product, especially new product, you would like me to see, please contact me so I can make sure I stop by your booth to chat. If you cannot make it to the show, feel free to send me product information.

Attention, Retailers!
Anyone who is interested in one-on-one consultation appointments during the show to discuss your store’s product assortments, products offered at the show, merchandising questions, etc., I am starting to schedule appointments. I may also have some available time to walk the show with anyone who wants more personal assistance in viewing product. Please email me to schedule a time. As I live in Orlando, I am also free non-show days.


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