The three key elements needed to run a successful pet business.

Running a business isn't easy. There is always a lot to do...emails to be read and sent, phone calls to make, accounting to take care of, taxes, inventory, sales, marketing, shipping, servicing...it's all never ending.

Why do we do it? Because it's rewarding, pure and simple!

We get a lot of joy and pleasure in helping people enjoy their pets, don't we?

With all we have to do day in and day out, I like to look at my tasks in three categories - Finding, Minding and Grinding (and sometimes Binding :). Yes, I know these terms have been around awhile, but I like to keep them top of mind at all times, so that I don't let any part of my business slide.

Let's look at them one by one and why they are important parts of running your pet business:

Grinding - yes, these are the grinding, grunt work tasks, but they are just as important as the other categories of tasks. If it weren't for grinding away at the everyday tasks, your business wouldn't run efficiently and effectively. These tasks can be keeping your accounting in order, answering emails, stocking inventory, shipping, even keeping your computers running well, backed up, and virus free.

Minding - these jobs are the jobs that keep the customers happy. It can be the job of pet sitting, talking with those that purchase your products including direct customers and distributors. These can sometimes be the most rewarding part of our jobs, it's when we get to talk with those we serve, connect with them, and help their pets.

Finding - this job seems to be one of the most difficult for many of my clients. It's the job that's charged with finding new customers and clients. It takes a certain personality to convince and win over an individual to create a long term client relationship. This is the category that marketing and marketing strategy comes into play.

Binding - in all companies small or large making sure that all the 'pieces' fit together; whether those pieces are Grinding, Minding or Finding related. It's also what creates the glue that holds the big picture together.

All of these jobs are very important to running a successful pet business or any business, whether it be large or small. All the work that each of these people contribute is key to a well oiled machine; and if you have a one person operation each of these jobs is just as important as the other and all need to work together for the success of your pet business.

How to back up your pet business blog.

Whether you have a Google Blogger blog, or a Wordpress blog, backing up is a very important part of blog maintenance.

Just as you would backup your computer files on a regular basis, you need to also schedule regular backups for your blog (and it's also a good idea to back up your entire website regularly, as well).

Here is how to back up a Blogger blog in three easy steps.

1. Login and click on the 'Settings' tab. Under the 'Basics' tab, click on 'Export Blog.' (this will automatically download your blog back up (posts, comments, etc.) .xml file into your download folder.
2. Once that file is downloaded, go to your 'Design' tab and click on the 'Edit HTML' tab, then click on 'Download Full Template' which will back up the template part of your blog, also an .xml file.
3. Save those files (and back them up) in a safe folder on your computer.

Problogger gives some excellent instructions to back up your Wordpress blog. Here are their instructions through a guest post on backing up your wordpress blog by Jason Tarasi.

Step One:

Go and download the “Word Press Database Backup” plugin here.

Step Two:

Install the plugin on your blog.

Step Three:

Set the plugin to your desired specifications. It really is quite straightforward to setup, but you can always refer to the plugin documentation for help.

There is one other way that I back up my Blogger blogs, since I completely believe in redundancy. I use Backupify.com, it's free, easy to use and allows not only backup to blogs, but Facebook, Twitter, Flickr and more.

Pawsible Marketing can help you plan, strategize and implement your market programs, and we also share a lot of tips, tricks and info to help you run your pet business more efficiently and effectively. Email us today for a free consultation to see if we can help your pet business.

Timing is everything!

A couple of days after the 4th of July weekend I saw a post on Facebook promoting an anxiety wrap and how great they are for dogs during fireworks...my first thought?

Timing is everything!

When should a store, manufacturer or service provider promote items or services related to the 4th of July? Starting a minimum of two weeks before the holiday (to provide enough time that potential customers can purchase, receive and/or reserve their item or service).

But ideally, it would be much more effective to begin a larger promotion with a giveaway, or contest three to four weeks before the holiday to take full advantage and take great lengths to connect and engage with potential and current customers, and really promote the product or service for increased sales.

Timing is everything...from when you send out your email newsletter, to start and end your promotions, to when you send out a press release...all of these things can be so much more effective if well planned, well thought out, and executed meticulously, effectively and efficiently.

It's the difference between being successful and just plugging along.

Contact us today to help you formulate the most creative and effective promotions for your pet busienss products and services!

Critical moves in the competitive pet business world.

It's been very interesting following some of the new, large online pet companies cropping up lately.

First I saw the new company PetFlow.com come onto the scene offering dog and cat food, treats and cat litter with free shipping to customers if they sign up for an auto ship program and purchase up to $69.00 worth of product (and $4.95 shipping if under $69.00). This was ground breaking and definitely a very attractive offer for some potential customers. No company that I am aware of had ever offered low cost or free shipping on high weight pet products on a regular basis.

Then came some of the larger big box stores, like Petco and Petsmart, matching PetFlow's offer of reduced cost shipping on higher weight products like dog and cat food. They, to my knowledge had never done this before, and clearly initiated these offers in response to the competitive market.

A few months ago I learned about Wag.com and it's plan to launch (which is today, by the way). Wag.com is being run by the same team behind Amazon.com, and the successful Diapers.com and Soap.com; both who have business models revolving around 1-2 day very low cost shipping and great prices. These online stores have upped the ante and base standard for online stores. Take for example Soap.com's one-up-manship of low cost 1-2 day shipping vs. Drugstore.com's low cost 10-12 day shipping cycle.

Just yesterday I received an email from PetFlow.com and their new offer for free shipping (not just for their auto ship program, but for one time orders, as well) on orders of $49.00 or more, trying to trump the new Wag.com and their launch offer today of 1-2 day shipping on orders of $49.00 or more.

Competition in the pet business world is really heating up!

What does this mean for pet businesses all over the country? You will have to be creative, be different, stand out from the pack and create a niche to remain competitive. You will need to create a good base of loyal customers that come back time and time again; and tell other potential customers just how great you are! You will have to offer promotions that are out-of-the-box of what you've been doing in the past.

It's not going to be easy...it never is, never has been and never will be. The big guys are working very hard to take away your customers by offering them something that's very intriguing...free shipping, quick delivery, and great prices.

You can be competitive...it will take ingenuity, but it can be done. Contact us today to learn how you can compete!

What the passage of the affiliate nexus tax in California means for pet businesses.

Last week, California Governor Jerry Brown signed a new California budget bill which included several forms of an Internet Sales Tax, including a click-through affiliate tax.

That same day, June 29, 2011, Amazon, Overstock, Zappos and other major online retailers began sending out termination notices to some 25,000 California-based affiliates, notifying them that their relationship will terminate on the date the budget becomes law (which was effective immediately).

In 1992, the U.S. Supreme Court ruled in Quill Corporation v. North Dakota that states can compel tax collection from companies with a physical presence in their state. This connection is termed a nexus.

Under this bill, an Internet retailer with no physical presence in California would be considered to have established nexus if they operated an affiliate marketing program that allowed or has California residents participating.

These affiliate programs allow individuals and businesses to place links to retailer's websites. When a shopper clicks through one of these affiliate website links and purchases a product, the retailer provides a commission to the affiliate (usually a percentage of the sale).

California isn't the only state in the US to pass such an affiliate nexus law. Other states include North Carolina, New York, Illinois and more. You can find more information and updates of affiliate marketing laws in each state by visiting the Performance Marketing Association.

What does this mean for your pet business?

If you have a pet business (or any business) that provides affiliate marketing and you have affiliates in California, we highly recommend you consult a tax attorney. There are limits on the amounts of sales and other guidelines that may or may require you to comply in collecting sales tax from sales through affiliate and click-through programs advertised on sites based in California.

If you are a publisher or affiliate and live in California (or other states), please visit the Performance Marketing Association website and keep up-to-date on the status of affiliate nexus laws in your state.

Utilizing your marketing tools the most effectively to market your pet business.

There are two very important ingredients to be sure that you are marketing your pet business the most effectively and efficiently.

- Utilizing all your marketing tools in your toolbox to their maximum effectiveness, and;

- Working those tools together to get the most of your marketing time and dollar, and bring your marketing and sales to a much more effective and higher level.

There really isn't one marketing tool that can do it all.

• Public, press and media relations on it's own won't bring you the desired traffic and sales that you need.
• Having a website with good SEO won't be effective on its own in reaching your goals.
• Posting on Facebook isn't enough to network and keep in touch with potential customers and current customers.

You get the idea...

The fact is all the marketing tools in your toolbox are very important in your marketing mix, but none of them on their own will help you reach your goals.

In today's busy, crowded market, marketers and business owners need to leverage multiple best practices of the marketing mix to get the job done.

The most successful companies who are garnering the most results from their marketing are the ones who take advantage of a wide range of marketing tools to promote, reach and engage their current and prospective customers to achieve their sales goals.

But, most importantly these companies take it to the next level by utilizing these tools together and in conjunction with each other to really create a very powerful marketing program.

Contact us today to find out how you can utilize an effective and efficient integrated marketing mix to bring your pet business to the next level.