Being such a select, “choice” product, our plan is to be very specific as to where and how we market.
As for actual retail sales we will rent space and put up our display in businesses such as, Pet Groomers, Veterinary clinics, Doggy Day Care’s, Pet shops, pet supply stores, dog trainers and select mall kiosks. Retail displays and packaging will be geared towards driving those buyers to our web site. Our package will have an invitation to visit our website on the outside and a multi fold, full color brochure on the inside. The brochure will show all of the Chester’s Choice products, special orders, current specials and the convenience and significant savings of ordering online. Once online, buyers will have access to all of the Chester’s Choice products. With the advertising on and in our package and our plan to sell primarily online, we are looking at these small retail sites as marketing tools. They are a way to introduce our product to the consumer, then to guide them to our web site.
We will continue to pursue the large retail venues until we are carried by them. We know that large retailers such as Petsmart, Petco, Wal-Mart and the large grocery chains want to see some success in a products track record before allowing a product on their shelves. We will start early on our campaign to get in and we will make our presents known.
Our sample packs will contain our brochure as well. We have a manufacturer lined up to make our small sample packs. (A little, potato chip like, bag with one or two biscuits in it)
We will place vending machines in areas with high “dog-people” traffic. Some high traffic areas would be dog parks, large veterinary clinics etc. The machines will vend our sample packs and some will have bottled water as well. The vending machines will be primarily for advertising. To insure a rapid and thorough spread of these machines, we have a plan to create a lucrative job of it. Reps for our company will collect large profits for themselves by finding new locations, installing, servicing, maintaining and keeping stats on the machines. A rep will be able to name his/her own income by their own personal ambition.
We will also offer a simple display to business owners. Here they can sell our sample packs and keep a profit for themselves. We will show them how much extra income they can make by selling our, inexpensive packs. We’ll teach them to offer them to customers with each sale and we’re sure they’ll learn to push our product. This display is geared towards businesses like, veterinarians, groomers, day care, trainers and breeders.
We will continuously look for free exposure. Any change, addition or milestone in the business is call for another press release. Television news, news papers, magazines and similar businesses will often do stories on new and unique businesses, if the business is persuasive and persistent. We will be! A good strategy is to start with smaller news papers, magazines and television programs, establish a portfolio and work our way up from there. Also, the internet has an abundance of cheap and/or free ways to publicize our business. The bonus with some of these internet opportunities is that they create higher status on search engines which always helps with online sales. Some internet options are, PRweb (Where we can post free press releases), blogging (google tracks and reports blogging and it does factor into your search engine status.), Ebay sales ( An easy and inexpensive way to get exposure and sell our product.), Myspace, YouTube and more.
Chester’s Choice, LLC will attend events such as dog shows, trade shows, pet product shows and other events where “dog people” gather. i.e.: “The Bark in the Park” in Denver, CO., where hundreds of dog owners and their dogs gather every summer. At these events we will sell our product as well as hand out sample packs, shirts, hats etc.
We have found that networking organization are useful, We will join and possibly start our own networking organization in the future. We recently made our new connections in Bejing and Hong Kong through just such an event.
We plan to network with schools around the country and offer our product as a fund-raising tool. The two things stay-at-home parents can’t resist are kids and pets. We think our biscuits are a perfect change from the usual chocolate bars and cookies.
We have more ideas on the books and we will keep an eye out for the right opportunity to put them to use.
NOTE: One idea for the future is: solar powered sites for dog parks and trails without power near by. We have found that these parks and trails can be the busiest parks for many cities and at the same time have the fewest amenities like power. Virtually all of the traffic is “dog people” The sites would have a free-standing, covered patio with a light, a vending machine, a picnic table and a trash can. (All run on solar) The machines will vend our samples in a biodegradable version of our packs as well as spring water in a biodegradable bottle. (We’re talking with a manufacturer now.) Our reps will maintain the site. “Going green” will go over well with this group and so will our product.
