TBM November 2019

www.totalboarding.co.uk NOVEMBER / DECEMBER 2019

Contents

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s we go to print, we will be heading toward the end of 2019, In this end of year issue, Isabel George, poignantly tells us about the brave war dogs and how they are to become recognised with a dedicated national memorial.

On a business note, Dean Hart reminds us on how to market effectively and Jacqui Smith tells her story of the success behind Quintessential Quarters.

We have a thought provoking article by Trish Naish on using the lead as an effective management tool, whilst the PFMA warn us against flabby rabbits.

And to bring us some festive cheer, Becky Howe and Denise McGlennon have ideas for keeping guests and their owners happy during the season of good will.

As a final note for 2019, TBM would like to wish readers, contributors and advertisers a very Merry Christmas and successful New Year.

12

Lest we forget

Contents 4

News

12 Lest we forget Editor www.totalboarding.co.uk

Editor

We introduce you to the work of National Military Working Dogs Memorial Trust working to commemorate war dogs.

Hayley Waters – editor@totalboarding.co.uk

James Taylor – james@cimltd.co.uk Lisa Humphrey - lisa@cimltd.co.uk T: 01795 509108

Commercial Director

Credit Facilities Manager

Mike Smith – mike@tgmpublishing.co.uk T: 01795 509110

Natalie Murray – creditcontrol@cimltd.co.uk T: 01795 509103

Design and Production

Chief Executive

Grant Waters – grant@cimltd.co.uk

John Denning – jdenning@cimltd.co.uk

16 Chomping away The PFMA brings us up to date with the latest in keeping healthy happy rabbits.

20 Avoid the pitfall Dean Hart reveals the art of effective marketing.

© 2019 TGM Publishing Limited, The Goods Shed, Jubilee Way, Whitstable Road, Faversham, Kent ME13 8GD. No part of this magazine may be reproduced or stored in a retrieval system or transmitted in any form – electronic, mechanical or physical – without express prior permission and written consent of the publisher. Contributions are invited and when not accepted will be returned only if accompanied by a fully stamped and addressed envelope. Manuscripts should be type written. No responsibility can be taken for drawings, photographs or literary contributions during transmission or in the editor’s hands. In the absence of an agreement the copyright of all contributions, literary, photographic or artistic, belongs to TGM Publishing Limited. The publisher accepts no responsibility in respect of advertisements appearing in the magazine and the opinions expressed do not necessarily represent the views of the Publisher. The Publisher cannot accept liability for any loss arising from the late appearance or non publication of any advertisement.

Total Boarding Magazine | 3

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Latest news and product round-up When the Inspector Calls – how you can make the new regulations work for your business

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he Association of Licensed Kennels and Catteries has confirmed the date of its annual Conference as Monday, 18th November 2019. The event will be staged at the College of Animal Welfare, Topcliffe Lane, Tingley, Leeds.

Building on its continued success, ALIKC has lined up an excellent range of keynote speakers covering many of the concerns affecting licensed kennel and cattery owners.

The theme of this years Conference is “When the Inspector Calls – how you can make the new regulations work for your business”. Confirmed speakers and workshops will include a presentation on behalf of Mark Berry, Chair of the National Companion Animal Focus Group “Detailing the Animal Welfare Regulations 2018”; Dr Vicki Adams, Veterinary Surgeon “When to call a Vet”; Greg Warman, ALIKC Chair “Growing & Diversifying your Business”; Stephanie Kleyman, Commercial Solicitor “Support for new members on the new regulations”; Diana Chrouch, Marketing & Income Consultant “How to grow your Customer base by growing your mailing list”; Marc Wheatley, FullPower Utilities “Reducing the cost

4 | Total Boarding Magazine

of business utilities”; Martyn Barklett-Judge, Director of Pet Remedy “Introducing Pet Remedy into your boarding establishment”.

The organisers are providing great opportunities for networking amongst kennel and cattery professionals in order to promote growth of this community. Delegates will be well catered for with a bacon butty breakfast, hot and cold buffet lunch and tea and coffee available throughout the day.

ALIKC is a leading Association for Licensed Kennel and Cattery owners in England, Scotland and Wales. It works with representatives from all sectors of the pet care industry to represent, support and advise boarding establishment owners with the priority of safeguarding the future of the Licensed boarding sector. Event booking and programme updates available from http://www.alikc.org. uk/conference-2019/ Tickets are available from https://www. eventbrite.co.uk/e/alikc-annual-conference2018-tickets-51374219674 Members £50 per person including all catering, NonMembers £60 each including all catering.

Free parking is available throughout the event.

Vet charity hits the road

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£250,000 state-of-theart vehicle designed to ‘revolutionise’ animal welfare awareness across the UK has been unveiled by the PDSA. The vet charity says its 18-tonne PetWise Mobile Unit, made possible thanks to the People’s Postcode Lottery, will enable them to treat animals and boost disease prevention.

It was officially unveiled at the Family Pet Show in Manchester on Saturday before hitting the road touring Britain.

Veterinary campaigns manager Rebecca Ashman said: “As well as treating pets in need, we are passionate about preventing sickness and helping people their pets healthy and happy.

So our PDSA PetWise Mobile Unit is a major new addition for the charity.

Together with our two smaller PetWise vans, it can revolutionise how animal welfare is promoted in communities up and down the country.

“From this vehicle we can perform minor operations, run vaccination clinics and offer free dog health checks.

But its benefits don’t end there, because the truck can also open up to host classroom lessons for schoolchildren or even pet first aid courses.”

The PDSA is asking the people of Manchester to support plans to build a £2.4m Wellbeing Centre in the city.

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Latest news and product round-up DEFRA update guidance documents for new animal licensing laws

Kennel Club Chairman Resigns

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EFRA have re-issued the guidance documents for the new Animal Activities Licensing Regulations, which came into force on 1 October 2019.

The amended versions have addressed some of the points made in feedback provided by the Pet Industry Federation, in collaboration with the Corporation of London, in response to members’ concerns.

Nigel Baker, PIF chief executive said: ‘We’re really pleased that DEFRA have been open to changes at this stage and delighted that a number of improvements have appeared in time for these regulations to take effect.

Although not all of our changes were taken on board, we are continuing to collate comments to feed back to DEFRA in the new year, once we get a clearer idea of how the licensing is working in practice. We will also use our Primary Authority partnership with the Corporation of London to generate bespoke advice for our members if there are particular and common issues that arise, once inspections under the new licensing 6 | Total Boarding Magazine

regime take place.’

The new regulations address the huge changes in pet owner attitudes and lifestyles and take account of different business models which have sprung up in recent years and the rise of internet. There will be one generic licence for commercial pet businesses, regardless of how many licensable activities they undertake and there will be standardised criteria on the various activities providing a framework of minimum standards which businesses must meet in order to gain a licence. In addition, a star-rating system will be introduced for businesses, and there is a requirement within the legislation for trained inspectors.

The revised supporting guidance, along with a link to the actual regulations and a changes log, are available on the PIF website at www. petfederation.co.uk For further information about how the Pet Industry Federation is helping its members comply with the new regulations, please visit the PIF website, telephone 01234 273933 or email info@ petfederation.co.uk

r Simon Luxmoore, Chairman of the Kennel Club, has resigned from his post. In the meantime, Mr Steve Croxford will assume Mr Luxmoore’s responsibilities with immediate effect, until the Board confirms interim arrangements.

Mr Mark Cocozza has resigned from his role as Chairman of the Kennel Club Disciplinary Committee and will continue as Chairman of the Kennel Club Finance Committee, and Mr Jeff Horswell has resigned as Chairman of the Kennel Club Judges’ Competency Framework Working Party. The committees will elect chairmen to these committees in due course.

These actions (the resignations) have been taken reluctantly and with deep regret by Simon Luxmoore, Mark Cocozza and Jeff Horswell in the hope of bringing an end or at least minimising the damage being done to the Kennel Club - an organisation they hold dear and to which they have given unstinting and dedicated service - by media coverage of these matters, which were intended to be managed within a fair and even handed SGM process.

Mr Luxmoore, Mr Cocozza and Mr Horswell will remain on the Kennel Club Board. Further details will be announced in due course.

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The Animal Heath Trust is warning dog owners to be vigilant against the dangers of seasonal canine illness - SCI If you suspect your dog is showing signs of SCI, contact your vet immediately.

The most important thing is to take seriously the signs of sickness, diarrhoea and lethargy in your dog, especially if they start within 72 hours of a walk in a woodland area.

What is SCI? Seasonal Canine Illness (SCI) is a mystery illness affecting dogs during the autumn; no one knows what causes it. It is normally characterised by vomiting, which may be accompanied by diarrhoea and lethargy and these clinical signs are usually witnessed within three days of having roamed in a woodland area.

Unfortunately, in some cases, SCI becomes severe very quickly and, sadly, some dogs do not survive. Cases have been reported all over the UK, are generally seen from August onwards, peak in September and may be seen in to November.

What advice is there for dog owners?

• Be vigilant Closely monitor your dog’s health in the hours and days after a woodland walk, especially if you normally do not walk your dog(s) in the area • Use a lead Keep your dog on a lead during a woodland walk so that you can keep an eye on them at all times • Don’t hesitate Go to your vet immediately if you think your dog could have SCI - prompt veterinary attention could make the difference between life and death. If dogs get veterinary treatment quickly, they tend to recover well after a week or so.

• Keep hydrated Make sure your dog is offered water before you set off on foot, especially if you have travelled a long way in the car for your walk. Keeping hydrated may 8 | Total Boarding Magazine

help if your dog is affected by SCI. • Think about mites Harvest mites have been commonly noted on dogs suffering from SCI, so it may help to preventatively spray dogs against mites before a walk. It is important to use a spray rather than a ‘spot-on’ product as the chemical barrier of a spray may be more effective at preventing a mite infestation and can be applied directly to the more exposed areas of the feet, legs, chest and belly.

Your vet will be able to advise on the correct products.

• Tell others Help to raise awareness of the disease amongst fellow dog owners.

• For full FAQs on SCI and to download poster go to: www.aht.org.uk/sci

The AHT is as interested as ever in identifying the cause of, and ideal treatment for, this mysterious disease. However, it has had to stop its SCI investigation due to shortage of funds and resource constraints and is currently reviewing if and how a new research project could best be instigated. Even if such projects are successfully funded, it may take several years to correctly identify the cause of this mystery disease.

The most important thing that can be done to help save lives today is to raise awareness of SCI amongst dog owners. All dog walkers should be aware of a sudden illness after a woodland walk, typically including sickness, diarrhoea and lethargy, and to seek veterinary attention immediately.

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Latest news and product round-up Women pet owners more likely to be brand loyal

Pet theft petition delivered to Downing Street

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petition to reclassify the theft of a pet to a specific crime in its own right, has been delivered to 10 Downing

Street.

The petition, which gained 107,353 signatures and was debated in Parliament in July, was delivered by its creator, Dr. Daniel Allen, animal geographer of Keele University, and members of the Stolen & Missing Pets Alliance together with their legal advisor, John Cooper, QC. “Five dogs are reported stolen in England and Wales every day,” said Daniel, “yet less than 5% of dog theft cases lead to a custodial sentence.

Criminals see pet theft as a low-risk high-reward crime. Pet theft reform is the only way to change this.”

W

hile consumers are most likely to use their hearts over their heads when buying for their pets, there are distinct gender differences in their attitudes.

According to The Market Creative, more than 70% of women would ‘greatly miss’ their favourite pet store if it were no longer available, compared with just 55% of men.

Their male counterparts are much more likely to follow the crowd, with 64% valuing recommendations from friends and family when choosing where or what to buy for their pets, compared with 44% of women. They are also more likely to be influenced by scarcity, with 52% admitting to wanting a pet product more if it’s rare or running out (women 38%).

The Market Creative asked more than 100 pet owners about their attitudes to buying for their pets. The survey found

10 | Total Boarding Magazine

HARSHER SENTENCING that people were more likely to be led by their heart and stick to the brands they know than look for retailers or suppliers that shared common values or ethics.

MARKETING TIPS • Celebrate loyalty by showing how you can offer support, from vulnerable puppy to old friend • Reinforce the benefits of buying or use humour to show what life would be like without you • Encourage recommendations with a family and friends reward scheme • Reassure customers with facts and figures or real customer stories • Create point-of-sale material with genuine customer feedback and reviews • Encourage customers to leave their tips on your website, building on the value of community.

John Cooper added: “The law is simply not geared up to recognise the importance of pets in the nation’s life.

They are treated like property, and the invaluable contribution they make to millions of people’s of lives both practically and emotionally really needs to be acknowledged through a harsher sentencing regime.”

Debbie Matthews, who chairs the alliance (SAMPA), commenting on the outcome of the debate, said: “The government interpretation is positive, but that is not happening in the courts.

We continue to ask for clarification within the Theft Act and wonder why a simple amendment in the Sentencing Guidelines is not forthcoming. Pet theft reform is needed to help protect our pets.”

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Dogs of War – We will remember them

As we edge towards the centenary of Armistice day, Isabel George, Trustee of the National Military Working Dogs Memorial Trust, tells us the moving stories of those who have selflessly served.

NMWDM Trustee’s and Dennis, the bomb detection dog

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ogs have accompanied armies into battle since man first picked-up a weapon in anger.

Through two World Wars and countless conflicts before and since, dogs have served in the Armed Forces and now, for the first time, the skills, courage, companionship and unstinting sense of devotion to duty shown by all Military Working Dogs is to be recognised with a national memorial.

Plans for the memorial were unveiled at a special event in London this summer. Westminster’s Portcullis House was the venue for the launch hosted by the Rt. Hon. David Hanson MP who, accompanied by fellow 12 | Total Boarding Magazine

Members of Parliament, welcomed representatives from the British Armed Forces and their families, and special guests from all sectors of the arts, literature and the dog world all pledging their support for the new memorial.

In his launch speech David Hanson praised the team behind this unique tribute to singularly recognise the life-saving contribution of military working dogs and canine Service mascots.

“The passion shown by all those working to make these plans a reality is truly inspiring and having the support of key members of parliament

Marc the vet and Emma Ward (Trustee) at Pup Aid

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Buster

means that we can press forward with the fundraising efforts to build a lasting memorial to our service dogs. This memorial will say, at a glance, how proud we are, of the dogs who have not only served their country they have saved lives.”

Canine Guardians The design for the animal cenotaph, features bronzes of four heroic war dogs positioned as guardians of a central monument dedicated to the Service dogs of the Royal Navy, the Army and the Royal Air Force: Judy, an English Pointer, was a WWII Naval mascot, who spent three years in Japanese labour camps in Sumatra.

She became the only dog to be officially registered as a Prisoner of War. RAF terrorist tracker dog, Lucky, served during the Malayan Emergency from 1949-52. The German Shepherd was the only survivor of a four-dog team who successfully tracked-down insurgents and so saved many lives both military and civilian.

Theo, a Royal Army Veterinary Corps Arms and Explosives Search Dog was serving in Afghanistan in 2011, when his handler Lance Corporal Liam Tasker came under fatal enemy fire. Theo, a Springer spaniel, died from a seizure just hours after L/Cpl Tasker lost his life in the line of duty.

Air Dog Buster served in Bosnia, Iraq and Afghanistan as an Arms and Explosives Search Dog saving, it’s said, over a thousand lives during five extraordinary tours of duty. When the brave spaniel retired he retained the honorary position of mascot of the RAF Police until his death in 2015.

Buster’s handler, Flight Sergeant ‘Will’ Barrow, commented at the 14 | Total Boarding Magazine

launch: “Many thousands of dogs have served with the Armed Forces in many conflicts. They are a great forcemultiplier and have saved lives in many ways.

“More than that, they have been doing the job alongside Armed Forces personnel since the First World War when dogs trained for military service acted as message carriers in the trenches, guardians of casualties in NoMan’s-Land and many canine mascots provided comfort as reminders of home when home seemed so very far away.”

“To have all the dogs recognised in this way is superb.”

Fabulous Finn and Emma

Charity status The event in Parliament to unveil the plans and design simultaneously launched the National Military Working Dogs Memorial (NMWDM) Trust, the charity set-up to raise the £150,000 needed to construct the memorial which will enjoy a perfectly peaceful setting in Brynford, Flintshire.

John Ward, owner of the Brynford Pet Cemetery, where the memorial will have its home, said: “Brynford is already a popular pilgrimage for dog lovers and owners and, as hosts of this military memorial, we offer a focal point for those who wish to pay their respects to the dogs who also serve.

“We feel very honoured that our site was chosen to be the home of this prestigious memorial to our brave war dogs.”

The charity already has the support of key guests at the launch including the Chairman of the Commons Defence Committee, the Shadow Welsh Secretary and Shadow Defence Secretary in addition to all branches of the Armed Forces and families of

military dog handlers past and present.

Representatives from all aspects of the canine world, including media personalities, artists, writers and others working with dogs in the field of private security and detection were there to join forces with the military to pledge their support for the memorial at the launch event.

Kennel Club Chairman, Simon Luxmoore, said in response to the heartfelt presentations at the event: “The contribution of the military working dog should never be under estimated in peacetime as well as in conflict. They have served and continue to serve, alongside their handlers, with unstinting courage. This memorial charity and the ethos behind its formation confirms that our military working dogs have earned eternal remembrance. This memorial will honour them now and always.”.

For more information on the NMWD memorial charity and fundraising events please visit: www.nmwdm.org.uk OR email: info@nmwdm.org.uk

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The healthy pet guide: article on feeding rabbits

As the experts in pet nutrition, in this article Nicole Paley of the Pet Food Manufacturers’ Association (PFMA), focuses on the role of diet in keeping your rabbits fit, healthy and well.

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abbits are very sociable and entertaining pets. They come in all sorts of shapes and sizes – with many hundreds of varieties. Just like dogs and cats, they are regularly thought of as one of the family. With gentle handling, the right diet and good veterinary care, a rabbit can live between 8 - 12 years; some may live longer. With the right care, small pets make great companions for children and adults alike.

When it comes to rabbit nutrition, there are a few characteristics of the rabbit’s physiology, which really affect their daily dietary needs; here is some must-know information to help your rabbit live a long and happy life.

Portion size should be measured and controlled

A BODY SIZED PORTION OF HAY – EVERY DAY! Rabbits, along with guinea pigs and chinchillas have teeth that grow continually and need to be worn down.

High levels of fibre in the diet are vital for good dental health and digestive well-being, so a plentiful supply of good quality hay is needed. Another good source of fibre is grass (freshly pulled long grass).

Rabbits are highly social and need the company of other rabbits

VITAL NUTRITION TIPS: • Good quality hay and grass should make up most of your rabbits’ diet • Rabbits need to eat a portion of hay the size of their body every day • They can also have free access to fresh grass

FRESH LEAFY GREENS Leafy greens provide additional nutrients and moisture in a rabbit’s diet 16 | Total Boarding Magazine

as well as offering a variety of textures and tastes providing stimulation and enrichment.

A WORD ABOUT CALCIUM Rabbits absorb calcium at a level that directly relates to the level offered in their food – this means that even if they do not require any more calcium, they continue to absorb it. As a result,

both the calcium content and the calcium: phosphorus ratio is important.

A commercially prepared rabbit food will have the right calcium phosphorus balance a rabbit needs for healthy body function so that you don’t need to worry about it.

THE ROLE OF COMMERCIAL RABBIT FOOD

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There are different types of commercially manufactured rabbit foods available and the feeding guidelines need to be followed. As with cats and dogs, there are life stage products available including foods for growing rabbits or older rabbits that are inactive or prone to weight gain.

PAWTION CONTROL: • Whatever type of manufactured rabbit food is fed, the portion size should be measured and controlled following the feeding guidelines on the rabbit food packet.

• It is important that rabbits have a controlled portion of manufactured food every day to ensure they are receiving all the vitamins and minerals they need to stay healthy. However, this should not replace hay as hay is vital!

TREATING

Occasional treating with a piece of fruit or root vegetable is good for bonding but such treats are high in sugar.

Rabbits have evolved to require a high fibre, low sugar diet, so any sugary foods should only be fed occasionally.

NOT JUST WHAT YOU FEED BUT HOW YOU FEED Food (taken from your rabbits daily portion) can also be used to encourage activity, for instance, digging and foraging for food, reaching for food on higher platforms and in hanging basket devices. Rabbits are natural foragers so as well as providing an opportunity for more exercise, this will satisfy their natural behavioural needs which keeps them mentally healthy too. Hand

Rabbits should have plenty of exercise

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Rabbits require a high level of fibre in their diet

feeding is also an important bonding activity for you and your rabbits which they will really value.

WEIGHT MANAGEMENT Weight and wellbeing should be monitored and food portions adjusted if your rabbits seems to be putting on weight. Like cats and dogs, it is easy to do regular weight and body size checks at home. The PFMA rabbit size-ometer is a great place to start.

POOP PATROL Rabbits eat their own poop and they need to do this to stay healthy – the first pass of poop, which they eat directly from source, is called a caecotroph and it is softer than the second pass of poop, which looks more like a round, dry fibrous ball.

If you start to notice uneaten caecotrophs, you should increase your rabbits hay intake and reduce the other more concentrated foods in their diet.

If they seem to stop eating or pooping it is a good idea to take your rabbit to the vet.

HOW IMPORTANT IS WATER?

Drinking water is incredibly important and a constant supply of clean fresh water should always be available.

Specially designed bottles with metal spouts are a good option but some rabbits prefer to drink from a heavy bowl. So why not try providing both and see which your rabbits prefer.

EXERCISE Like us humans, rabbits should have plenty of exercise to keep them happy and in good shape. They need regular access to a large run. Activity can be encouraged and enhanced by hiding food and treats in hay around the run. A large litter tray filled with compost can also encourage them to actively dig and display natural behaviour.

TWO IS COMPANY Because rabbits are highly social creatures, they need company and company that comes from other rabbits.

According to the Rabbit Welfare Association and Fund, rabbits value the company of other rabbits as much as they value food – that is how important it is to their wellbeing.

TOOLS TO KEEP YOUR RABBIT FIT AND HEALTHY PFMA has some tools to help with your rabbit care, these include: • Rabbit Size-O-Meters (a visual chart you can check to see if your rabbit is a healthy size) • Importance of Hay Poster (this gives advice on what and how much to feed your rabbit) • Feeding Small Mammals Factsheets (further feeding advice from PFMA) Please visit: https://www.pfma.org.uk/ factsheets-and-tools

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The Pitfalls of Marketing

What is a ‘pitfall’? What is ‘marketing’? The first question is a great deal easier to answer in just a few words but knowing about pitfalls is equally important as the basic understanding of the second question. Dean Hart MCFBA, AABCP explains.

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‘pitfall’ can be described as a covered pit used for trapping an animal or human, hmm this does sound like some sales deals. Marketing in its ‘entirety’ is a huge topic but a basic description is the action of researching, creating, communicating and exchanging goods or services that have value to others’.

So why is there often a link with the definition of ‘pitfall’ with that of ‘marketing’? Those of us that have been caught out by clever marketing can probably relate to this, however both definitions go together well when considering small business marketing management. As a small business owner, you may not consider that you need a marketing plan, but marketing is an essential tool for the success of any

20 | Total Boarding Magazine

business regardless of size, turnover or available budget. Not having any marketing plan could mean the difference between success and business

suicide.

So, consider what, how and when you will be promoting your business, assess who your clients are or need to be, establish a robust pricing strategy not based on price war but based on value for money. Then consider how to market yourself. Shop around.

Evaluate costs and different methods.

Marketing, advertising, and salespeople often put forward offers that may sound amazing, and some sound too good to be true because in fact they probably contain the hidden dangers of a pit!

What should you be aware of and what should you avoid when marketing your SME (Small to Medium Enterprise)?

Here are some tips. Remember that nobody can offer the earth but what you offer has value to others. Keep up to date with current trends and how people look for the type of service

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or product you provide. Don’t just think about how you would search for the same, ask your existing customers (or selected people if you are setting up) how they heard about you. This is a simple question but a very valuable and important one. There is no point continuing to post adverts at cost in your local paper if this is not where people find out about you.

Marketing research has proven that there is a greater demand to promote businesses through the mobile network, many people as you know, use their mobile phones constantly and use their phone to look for services they need.

In the animal care industry, a high percentage of customers are those with disposable income, such as young and middle-aged professionals. Marketing research has also shown that young professional couples are becoming more inclined to own a pet before raising a family. So, if you own a business website, and these days you should, make sure it is ‘mobile phone friendly’.

If you are like me and would prefer to be ‘off grid’ don’t be tempted! If you don’t keep up with the trends your business is likely to be left behind. But a moment of caution, keeping up with trends does not mean that you must saturate every social media and spread your business information everywhere.

Pick and choose what is best for you and your business.

You may find that most of your customers use Facebook, if they do, then concentrate on producing good quality information that can be uploaded quickly and easily every day.

Take notice on what posts receive the most interest and establish if there is a pattern, if there is then follow it. Facebook, like other social media provide feedback for your site that can help you manage and plan your best strategy. Do remember not to be drawn in by their ‘pitfalls’ as this can become very expensive. Keep your commercial advert postings to a minimum or you will start to lose your followers, just entice them with special offers, events or competitions every few weeks.

By trying to focus on too many social media platforms you may find 22 | Total Boarding Magazine

that the quality of your information is lost, spend less time on updating as many social media sites as possible and streamline the best social media contact for you and you may be surprised at the results. There are many pitfalls hidden in the deals that arrive by cold canvassing. By this I mean emails and telephone calls not requested by you, selecting your business to take part in the next offer, such as town maps, police veteran support and those claiming to support charities.

These can often tie you in to two- or three-year contracts, they bring little return on your spending and should be avoided, especially if your marketing budget is low. Opting out of their contract is difficult and their debt management is aggressive and costly.

There are good deals out there and I am not suggesting you avoid any charity support, but I am saying be cautious.

Also consider the flip side of your marketing. What are your customers expecting of you? I could sell myself,

bushy hair, speaks three languages, middle aged, expert and practiced in child management. I offer 6 hours of child care for 5. What I hide is that I did have had lots of hair, I can speak bits of three languages, I had children but now children are not my passion. 6 hours for the price of five is good but I will also charge for cleaning clothes, mileage if I take the children out, and wear and tear on my car! How disappointed and annoyed would my customers be when I then present them with my contract containing hidden prices.

Be clear with your pricing, don’t try and hide extras, you are likely to lose customers, lose face and eventually lose your business. It’s a good job I didn’t say I was 6 feet tall or I would be in breach of advertising standards! Happy marketing!.

Dean Hart MCFBA, AABCP is a Clinical Behaviourist and Consultant with Behaviour and Training Referrals. www. cbt-referrals.com.

Petindex stand sales soar Petindex has seen a surge in trade stand applications this autumn taking it to over 50% full, with six months still to go to the event.

T

aking place from Sunday 26 and Monday 27 April 2020 at the Marshall Arena (Stadium MK) in Milton Keynes and organised by the Pet Industry Federation, Petindex will offer a fresh take on the traditional industry trade show and provide an innovative range of features to encourage visitors from the full spectrum of the pet industry to engage with exhibitors. In addition, the show will have a strongly education focused theme, with dozens of short, bite-sized seminars across four seminar rooms being planned, aimed at boosting business and providing technical insight.

The Pet Industry Awards will take place on Sunday 26 April at a lavish black-tie dinner next door to the exhibition hall, complete with entertainment and live music. Open to all types of pet business, the Pet Industry Awards provide fantastic recognition for businesses and their staff and are a great showcase for the best the pet industry has to offer. Details of how to enter will be announced at the end of October.

The British Dog Grooming Championship takes place on Sunday 26 April to determine the 2020 Groomer of the Year, with classes aimed dog groomers of all abilities. A firmly established and successful event 24 | Total Boarding Magazine

now in its 38th year, the competition attracts dozens of competitors and their supporters each year and will be supported by a range of grooming demonstrations from top UK and overseas groomers. Registrations to enter will open in November on the Petindex website.

Nigel Baker, PIF CEO said: ‘We have been really thrilled with the support we have had from our members and the wider pet industry about Petindex, which have, in turn, translated into sales of trade stands. In a marketplace which isn’t simply about the pet retailer and exhibitor relationship anymore, an event is needed which connects different businesses into this mix to communicate with and influence discerning pet owners. In addition, traditional retail needs to look at way

of diversifying in order to remain competitive and relevant. As we count down the next six months to the show, the PIF team will be making regular announcements about the various features we are developing for the show to generate these connections between people and create opportunities for pet businesses to grow and thrive.’ In addition, Petindex offers excellent sponsorship and trade stand opportunities to companies looking to open dialogue with a broad range of pet businesses that have strong brand influencing qualities. Get involved, by emailing daniel.everett@petfederation. co.uk or by telephoning 01234 273933.

For all the latest information on Petindex including now to book a trade stand or register as a visitor, please visit www.petindexshow.com

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