Global Pet Expo Seminars
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March 21-23, 2018
Orange County Convention Center
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Global Pet Expo Academy is
Global Pet Expo Academy offers FREE educational seminars on the latest trends and best practices for building and growing a pet business. Expert presenters will cover a broad range of topics, including marketing, merchandising, customer service, human resources, employment law, management, and more.
Every Global Pet Expo Academy session is jam-packed with useful tips and expert advice from the experiences of today’s most successful pet retailers. You’ll learn what works—and what doesn’t—from real-world examples and in-depth case studies. You’ll pick up hundreds of best practices you can put into action immediately and for years to come. And you’ll find out about dozens of no and low-cost apps and online tools that you can use to boost your bottom line.
Our instructors include many of pet retailing’s best-known and most-admired authorities in marketing, merchandising, operations, finance and technology. Click here to learn more about the speakers.
**Please note that seminar registration does NOT automatically register you for a badge for Global Pet Expo. Registration for entrance into the trade show must be done separately. Please click here to register for the trade show.
All Global Pet Expo Academy sessions are free. Attend as many as you choose at no cost to you. Seats are available on a first-come, first-served basis. No pre-registration is required.
Human Resources doesn’t have to be mysterious in small business. Leaders know how important compliance and employee management is–but who has the time? The typical small business person is doing all they can to keep customers coming in the door and profits on the bottom line. Our interactive program will walk leaders through the five major questions that can cripple long-term growth of all organizations. We have the answers to these—and the other HR issues you face. This free, half-day program gives you the answers you need to implement changes that will transform your business. Walk away with tools you can use tomorrow!
All attendees will receive a free 6-8 tool booklet based on Lori’s popular HR Hacks workbook.
As retail and marketing experts, we hear a lot of excuses. Most of them revolve around time, money and fear (fear of the digital age, fear of competition, fear of failure…) We believe excuses are toxic and that every pet business owner already has everything they need to be happy AND successful. Action kills anxiety, so during this boot camp, we don’t want to lecture, we want to enable petpreneurs to help themselves to achieve their dreams of freedom, fulfilment and profitability through free, simple to use tools and marketing techniques. In 3½ hours, we will help you break down one simple goal: earning an extra $10k in 90 days, into a totally customized, simple, actionable plan. With a mix of free tools, expert advice, short cuts and the clarity a simple plan brings – they will cut through fear, excuses and confusion. Not only will we help you create a plan that will add significant value to your business, but we will inspire and empower you to leave feeling excited and capable.
Attendees to this workshop should bring a laptop.
From Amazon buying Whole Foods Market to PetSmart buying Chewy.com and Rover.com just getting a $65M investment–it just seems big business is growing bigger and bigger. How are you going to compete? Are you considering local delivery? Do you feel like you need an online store? Are you going to adjust your pricing? While those all might be solutions, are they the right solutions for you? The Internet makes up less than 8% of all pet product purchases, so the truth is people are still shopping brick and mortar. You’ve been letting the competition win because you’re not focusing on three critical areas of business. Areas you have right at your fingertips that the online sites don’t even have access to! In this session, learn the 3 secrets to increasing your sales every month.
The complex web of employment laws can make management and prevention of problems difficult for even experienced employers. Thorough knowledge of employment laws, early recognition of issues, and swift problem solving is key to reducing exposure to the claims so prevalent today. This interactive presentation will test attendees’ “Employment Law IQ” using examples and fact patterns from real cases involving wage/hour issues, management of medical leave / accomodations, employee terminations, retaliation, and confidentiality /non-competition, among other topics. Attendees will learn how to spot legal issues, and hear many top tips to help avoid issues that commonly result in lawsuits by employees.
Ecommerce can be a powerful tool if leveraged properly. Too many businesses approach ecommerce from a singular approach and fail to incorporate a proper strategy to tie Ecommerce to the rest of their business. Learn from this session how to ensure that your ecommerce strategy ties with your overall goals, and find out how this not only helps you grow and accelerate your business, but drives you to the “to-do” items that will help you execute with excellence.
Learn to use your customers’ words to drive sales for your pet business. Word-of-mouth marketing for your pet business is MORE important than ever. More importantly–your customers WANT to share information about your business–you just need to give them a place to say it! Attend this session and learn how your pet business can create a process for procuring testimonials and referrals on a regular basis from your customers that will showcase in your customers’ own words what your business does “better than anybody else”. You’ll also learn where–and how–to create programs that ask for reviews on a regular basis (hint: your customers WANT to talk about your business via social media so let them!) Join us and get start using your customers own words to grow your pet business today!
Hear from an expert on merchandising concepts every retailer should know. You have one chance to make a first impression with your customers as they enter your store. Learn what the big guys are doing and what we can we learn from Target, Macy’s and Disney. Gain insight on what store designers know about creating traffic flow, display locations, and where to merchandise what products. Learn basic concepts for merchandising displays, walls and tables.
The legal issues facing employers in the current economic climate are many, and the ever-evolving nature of employment law can make management and prevention of problems difficult for even the most experienced business owner. Thorough knowledge of employment laws, early recognition of issues, and swift problem solving is key to reducing your company’s exposure to the many employment claims so prevalent today. This fun, interactive presentation will discuss the top ten reasons employers are sued by employees, and allow employers to help better prepare their businesses to avoid these lawsuits.
Even if you’re absolutely in love with your pet business, at some point you’ll need to exit… whether it’s this year or 20 years from now and whether it’s your choice or not. Don’t you want to exit on your terms? Will your hard work be worth something? How much could you sell it for? Would anyone buy it? Not only get the worksheets and formulas for pricing your business, get the insider nuggets of Candace’s story of selling her boutique to Bentley’s Pet Stuff and exactly why her business was acquired when her competition was closing. In this session, learn the secrets to cashing in, when you’re ready to cash out.
Learn to use all the tools you need to speed up your marketing engine. Working for an independent pet store doesn’t mean you have to spend more time than big box stores do creating marketing campaigns and social media content that gets attention from your customers! The key is to KNOW about tools that exists to make it easier and faster to publishing good looking and well-received content via your marketing! Attendees of this session will learn about a variety of valuable tools (most of them free or low cost!) to help take time and trouble out of posting online! They will also learn about simple, easy and cost-effective tools that help create visuals that are good looking- and the right size. Tools to help you create posts that have copy embedded, tools that edit video effortlessly and help retailers evaluate the performance of your social media. And the best time saver of all—attendees will learn about the key tools that can help save time via scheduling your post content days- or weeks in advance if you prefer!
Hosting a successful pet event is a daunting task for most busy pet professionals, from the smallest event to a larger annual event. But well-done events are vital to bringing in new customers, helping local animal organizations, getting your business name promoted and standing out from the crowded market place. In this seminar, we will cover: organizing the event; promoting the event properly (and with enough lead time); selling tickets; staffing employees (or volunteers); to help at the event and drumming up excitement about the event. You will learn how to raise the bar for your next event and easy ways to promote your event and get new customers, help out your community and get press coverage.
Theming keeps customers shopping longer! Learn the merchandising strategy behind theme park retail stores, and how it revolves around a visual concept. Gain unique insight on the value of impactful signage and visual display and walk away with a creative visual concept for your store.
Boasting more than 2 billion monthly active users across a broad range of demographics, Facebook offers a powerful platform to build awareness and drive sales. It provides an ideal method to reach new prospects, strengthen relationships with existing customers and to turn loyal customers into influential advocates. In this first of two Facebook sessions, we’ll identify tools and tactics to grow your presence on Facebook, look at ways to build and nurture meaningful customer connections, discuss opportunities with live video, look at how businesses can put Facebook Messenger to work and look at specific ways to help optimize your content for greater exposure and higher engagement.
Women account for 85% of all consumer purchases including everything from autos to health care. 92% pass along information about deals or finds to others. This combination of purchasing power and influence is the reason women dominate the consumer economy. If those statistics are even halfway true in your pet business then what are you doing to attract, satisfy and multiply more women customers? Now is the time to take a look at your business through a woman’s eyes! Recognizing and listening to your “best customer” is the trump card you need to play to insure a successful and growing pet business.
We get rid of the traditional idea of taking the cost of an item and applying a multiplier factor to determine the selling price. Using this old method a retailer is sure to have many items that are priced too low as well as many priced too high. We share ways to price four categories of products: blind price items, everyday sale price items, price sensitive items and promotional priced items. We then demonstrate an overall technique that is sure to extend margins without the customer seeing where the retailer has done so.
Using video to market your pet business is no longer something you can ignore. In this seminar, we will cover how to do easy videos, LIVE streams and Q&A’s at your pet business on a regular, consistent basis. It doesn’t matter if you are a retailer or pet product manufacturer video is a must if you want to stay current in social media, bring in new customers, educate your clientele and of course have fun with it! People love to see pets on video and learn from the comfort of their own homes. As a former TV producer (10+years), and media person in the pet industry, Nancy has endless and simple ideas to help you get over your fear of video and learn how to use it to enhance your pet business.
Facebook provides powerful and cost-efficient opportunities for you to spend less on advertising, while reaching better-quality prospects who are more likely to do business with you. While Ben has covered basic and advanced Facebook advertising techniques at previous Global Pet Expos Academy workshops, he’ll use this session to focus on practical tactics and optimizations to help small businesses and large brands drive the best results from Facebook. He’ll explain ways to improve Facebook targeting and retargeting, offer tips to create effective customer journeys that use Facebook to drive prospects from awareness to action, reaching additional audiences using Instagram and Facebook’s Audience Network, valuable ways to use existing customer data and he’ll look at how the latest Facebook advertising objectives work and some of the new opportunities they present.
The face of customer service is changing. In many ways, it’s in the fingers of the customers! Customer service is one of the few ways to separate you from your competition. It’s your competitive advantage. How charismatic is your business? Yes, social media is important, but as we all know, people like to do business with people they like and trust. Customers will make an assumption about your hiring practices, your training process and your leadership abilities simply through conversation with your staff. There is no room for communication mistakes. If your customers could describe your customer service in one word and paste it all over social media, what would it be? You’ll discover how people, performance and passion are critical in creating an infectious experience, worthy of being spread!
Experts are starting to agree that the term “Millennials” does not describe what you think. It’s time to stop pandering or gimmicking and to start being who you are (or want to be). Delivering authenticity and high- value experiences are the NEW metrics for building loyalty in today’s market. The brick-and-mortar landscape is changing and owners cannot afford to conduct “business as usual” and expect to appeal to the growing cohort of younger, more informed clientele. In this session, the concerning reality of these changes will be addressed through proven techniques to GET REAL about your business and affect positive and necessary changes for success.
“Profit may give a thrill but it is cash flow that is paying the bills”, or so the old saying goes. Ask any vendor at Global Pet Expo and you will find they have plenty of experiences where retailers have been slow to pay because of a lack of cash on hand. The oddity is that these businesses are profitable and often growing. The problem is just not having cash. This session will show how to use free Excel templates to accurately project the cash needs of a business up to 12 months in advance. Any retailer will know how much inventory they will have and need as well.