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by Donna F. Walker, RVT
 Destination marketing is not simply a term used in the tourist trade to promote vacation and location; it can also apply to the professional pet related business. According to the Oxford Dictionary; “destination” can be “ a place that people will make a special trip to visit” or “ the place to where someone is going to or being sent.” Keep those clients coming!
Let's all look at our venues for a moment. Would you consider your store or spa a “ stop off” or a “destination”? Really ponder this thought, use client interaction, employee energy, and sales as a guide to help you identify the answer. Do you think that the majority of your clients say, “Oh, I have to go pick up some dog food, or wash my dog,” or do they say, “Oh, I want to go pick up some dog food, or wash my dog?” Think about it, there is a different energy if the client is enjoying the visit rather than dreading the errand.
You can alter the “ feel” of your business. You can evolve, turning your business into a community based gathering place. You will be contributing to the human as well as their pet’s lifestyle. A dog wash, for example, has risen from novelty to a stable and much desired community business. The dog wash’s ability to offer many different associated products and services into a “one stop shop” is representative of the present and future care of dogs and cats. It houses many of the necessary aspects of a dog and cat centered lifestyle. The dog wash has gone from being the new eccentric kid on the block to a force to be reckoned with influencing the future of pet care.
Associated services come in all forms and are key when promoting your shop/spa as a destination business. You can offer obedience training, teeth brushing, adoption events, educational seminars, and fundraisers. There are many alternative reasons to offer these services. Some events will be money making, others will be done in good will to help animals in need, build community relationships, bring new people to your store, build credibility, and educate the consumer. Promote fun and education in liberal amounts.
Successfully running a pet related business is a culmination of many different aspects of the dog and cat lovers’ world. Your business should consist of a combination of all the things that make up the health, welfare, and happiness of your canine and feline clients, as well as, the happiness, education, and economics of your human client. Visualize a place where the client can walk in and become part of an experience, not simply partake in a service. I call it the making of the “dog movie”. Each player will have a part; each moment or scene will become part of an ever-evolving story. Each service you offer will entice and add interest and adventure to your movie. All your staff will play a part to add interest and dialogue. You can accomplish this with your own special spin on it. The dog movie can be made differently from business to business. Make your store or spa a destination that people are excited to come to.
People have so little time that they want to feel confident that they spend their time wisely. Give them a good experience, make them want to stay and shop. Ensure that the visit is not simply warranted as a necessary errand, but a desired visit to a favorite destination.
Donna Walker, RVT is co-owner of South Bark Dog Wash in San Diego, Calif. |
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