Vetz Petz Cynosport Details
Event Date: Nov 30th – Dec 4th
Scottsdale, AZ
Objective: Successfully sponsor the championship event for the organization. Community engagement and sales of Vetz Petz products.
Date of Event: Nov 30th start date
Attendees:
- Tom Knutson, National Partnerships Manager
- Bob Seymour, Operations Manager
- Gwen Moreno, Southwest Regional Sales Manager
Marketing Collateral:
- Brochures
- Congratulations to Winners Gift Bag Inserts
Swag:
- Tote bags (325)
- $20 gift certificates (330)
- Product Gift Bags for Winners of the events
Vetz Petz Antinol Booth:
- Two Antinol Tents
- Two Tables, Chairs
- Swag
- Product for Sale (no samples)
- Shark Fins
- POS (point-of-sale to sell product at the event)
Nov 29th Day Logistics:
- Set-up
- Give tote bags and gift certificates to USDAA for stuffing
Event Day Logistics:
- Set-Up and Gates open at 7 AM
- The mornings of the event, coffee served “In Honor of All Vet Professionals”
Product Sales Promotion:
- Vet Appreciation Promotion
- Any consumers who buy Antinol – if they share their vet name, address and telephone number, they get one free (the equivalent of what they purchase)
- If the purchaser is a Vet or a Vet Professional, they get a buy one get one once they share their practice information – maybe an opportunity to get a meeting on their calendar with the clinics
- Selling tips:
- Ask them as they purchase the product if they also mind putting a good word in with their vet and sharing their experience with them.
- We used an approach of “these are the ingredients and science behind the product, but we recommend asking your fellow participants about their experience with Antinol and hearing it first hand”. We then had a couple unofficial ambassadors who have shared their testimonial at the event who we would send them to see. Honestly, this worked almost 100% of the time
- Just listen and have fun
Vet Appreciation Happy Hour – 2-4 on Saturday at Antinol Tents
- Vetz Petz to host a happy hour (beer, wine, and pizza) for all Vet professionals for Vet Appreciation Weekend – Sat evening
- There was an announcement of the event in AZ Vet Magazine
- Can have the event announced on the loud speaker
- Use this time to get to know the vets in the community, maybe schedule a meeting or a call, have fun.
Dock Diving – Thu – Sat
- Vetz Petz sponsored dock to be set up on Wednesday and run from Thu – Sat. This is a NADD event, but ANYONE at the USDAA can register and jump for free without participating in the event.
Marketing & PR
- Live stream on Antinol.com (1 week needed for set-up)
- Social posting for live stream
- Can
- Push offer on live stream (exclusive to those on live stream page)
- 20% off starter kits for new customers in honor of our Vet Professionals
- Sign up in order to get code
- Add in the email for the 20% code that if they sign up for a subscription to email Bob after the order and we will manually apply 20% off their first order. Jasmine Yiamkiati
- “Celebrate 12 months of our partnership with USDAA”
- Target those who are tuning in for the live stream
- Email Campaigns
- Email to agility sports distribution list to inform of
- Email to subscribers to notify of live stream
- Confirmation if we have social organic posts
- Reengage with those who tuned into live stream
- Google Ads
- Run a couple text ads against AKC keywords for people to tune into Cynosport Agility sport finals – Watch here and get a chance to get 20% Antinol new starter kits.
- Photographer – Amy Johnson (still need to reach out to her)
- AZ Veterinary Mag – Two ads in Oct and Nov to announce Vetz Petz/USDAA Cynosport event, and Vet Happy Hour on Saturday
- USDAA E-News Publication
Contacts:
Andrew Hartman, VP USDAA
Betty Weibel – BW PR
Photographer – Amy Johnson
NADD
Steve & Kristin Powell
Caterers – Alexis McPeters – M Culinary Concepts
O 602.200.5757
M 480.851.8136
@mculinaryconcepts | mculinary.com
