Pet Gazette March 2012

PET GAZETTE MARCH 2012

www.petgazette.biz

ISSN 2046-7303

Room for manoeuvre

Bigger is better for rabbit hutches

Under pressure

Stress in household pets With social media sites attracting worldwide interest, can you afford to ignore this market?

The show must go on Plans are well underway for the first of the UK’s dual-venue pet trade shows – PATS at Sandown Park

A sea change Careful management and regular maintenance are key to your customers’ success with their reef aquariums

This month

Editor’s letter

MARCH 2012 Contents Roundup 4 The latest news from the industry

Three minute interview

5

New appointments

8

Steve Chilvers, marketing manager, Burns Pet Nutrition Pastures new for professionals in the pet trade

Taking stock

10

To tweet to who?

16

Professional pooches

20

Top tips on digital marketing

25

Getting lungworm aware

28

Under pressure

34

Room for manoeuvre

40

Focus on toys

44

A sea change

48

Leader of the pack

53

Get web-wise

62

Voice on the highstreet

66

An innovative and varied range of pet products Matt Rhodes looks at the importance of tapping into the social media market Working dogs have specific nutritional needs, as Naida Ally discovers when exploring the roles of animals employed by the forces, and the companies supplying specialist feeds and supplements Michael Bellingham of the PFMA looks at how retailers can capitalise on the growing interest in digital communication With incidences of lungworm on the rise, Ray O’Mahony MVB MRCVS CVH offers advice on spotting the symptoms, dealing with the disease and preventing further outbreaks Veterinary advisor at Ceva Animal Health, Lucy Brett, says that today’s hectic lifestyles are causing anxiety and stress in household pets Bigger is definitely better when it comes to the sale of rabbit hutches, with the Rabbit Welfare Association recommending that retailers stock larger products to promote better standards of welfare and improve profits This month Naida Ally looks at a selection of boredom-busting toys from the classic Kong and oddly-shaped aliens to a range designed especially for puppies Tim Hayes says that regular maintenance of a reef aquarium, including checking water quality and equipment, is vital to its long-term success PATS, the UK’s dual event pet trade show, gets underway with the Sandown show and we look ahead to what the organisers have in store and what the key players in the sector have to offer for 2012 You can get closer to your customers with the clever use of AdWords, Analytics and search engine optimisation (SEO), says Dean Benson of Visualsoft Roy and Emma Dulieu, Paws by the Lake, Ambleside, Cumbria

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ith figures now emerging for sales on the high street for Christmas and the New Year, it appears that these two months were full of glad tidings. The Office for National Statistics (ONS) reported that the value of retail sales in December 2011 increased 6.2 per cent on the previous year, with many businesses securing sales through aggressive promotional activities.

Kevin Hague, the managing director of the M8 group – which operates PetPlanet.co.uk – reported that sales were up 52 per cent on the same time last year and partly attributed the growth to the absence of snow. With the somewhat late arrival of winter, and the sudden drop in temperatures over the past few weeks, it seems that February might not prove to be such a profitable time.

The recent bout of bad weather is also a cause for concern for many pet owners, and animal welfare charitities such as the PDSA have urged people to protect their pets as the temperatures plummet.

Senior veterinary surgeon Sean Wensley says: “It’s easy for owners to put on a coat and gloves to keep themselves snug and warm, but it’s not that simple for pets.” Many owners mistakenly believe the animals’ own coats will keep them warm but there is a very real danger of pets suffering from hypothermia.

Signs to look out for include cold ears and paws, shivering and confused behaviour.

You could also remind pet owners about the dangers of cold weather and use this as an opportunity to boost sales by recommending suitable dog coats or the provision of extra bedding for all pets, especially those housed outside such as rabbits and guinea pigs.

On a final note, March is a cause for celebration at Pet Gazette, as we mark our fifth year of publication.

Many thanks to all of you for your support over the years and we look forward to keeping you informed about the industry in the future.

Sam Guiry sam@petgazette.biz

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4

Roundup

PET GAZETTE Established 2008

Managing Editor

Louise Hoffman louise@petgazette.biz Editor

Sam Guiry sam@petgazette.biz Editorial Assistant

Naida Ally naida@petgazette.biz Design/Production Editor

Tracy Jarvis tracy@petgazette.biz Production Assistant

Lewis Bowes copy@petgazette.biz Group Advertisement Manager

Kelly Smith kelly@petgazette.biz Advertisement Manager

Julie-Ann Kwok julie@petgazette.biz Sales Executive

Daniel Harrison daniel@petgazette.biz Accounts

Maureen Scrivener accounts@petgazette.biz Customer Services

01206 767 797 customers@mulberrypublications.co.uk Contributing writers

Michael Bellingham, Dean Benson, Lucy Brett, Tim Hayes, Ray O’Mahony, Matt Rhodes

ISSN 2046-7303 Pet Gazette is published monthly by:

Mulberry Publications Ltd, Wellington House, Butt Road, Colchester CO3 3DA Tel: 01206 767 797 Fax: 01206 767 532

www.petgazette.biz The editor and publishers do not guarantee the accuracy of statements made by contributors or advertisers, or accept responsibility for any statement that they express in this publication. The opinion of the contributors may not necessarily be the opinion of the publishers. Articles are considered for publication on the basis that they are the author’s original work. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying or otherwise, without the permission of the publishers.

Lyme disease risk ‘higher than thought’ Researchers have found that ticks able to transmit Lyme disease may be more prevalent in the UK than originally thought.

The rates of the disease in people have been “creeping up” in recent years, and after conducting checks on over 3,500 dogs, experts from Bristol University suspect the problem is more widespread than they had realised.

Faith Smith, who led the research, told the journal, Comparative Immunology, Microbiology and Infectious Diseases: “Lyme disease appears to be a rapidly growing problem in the UK with important health and economic impacts in terms of loss of working hours and potential decrease in tourism to tick hotspots.

Without considerably better surveillance and routine diagnostic testing, Lyme disease is only likely to become more prevalent.”

Canine lyme disease can cause heart, kidney and joint problems, and in extreme cases it can also lead to neurological problems. In humans, it can cause flu-like symptoms such as tiredness, headaches and joint pain and if left untreated may even cause nerve damage, blindness and paralysis.

Dog owners should “keep to footpaths and avoid long grass where possible when out walking, and cover up the skin.” It is also advisable to brush off clothes and pets’ coats before returning indoors to remove any unattached ticks that might later seek a feed.

Preparations for National Pet Month commence From 7 April to 7 May, National Pet Month (NPM) will be encouraging people to team up with their pets to get happy and healthy.

During the month, thousands of people will be celebrating with their pets at hundreds of events up and down the country. While many of these events will raise funds for local animal charities, National Pet Month is also about raising awareness of how people can look after their pets responsibly.

Phil Sketchley, chairman of NPM, said: “Keep in touch with what’s on in your area by looking on our website. We are also planning some great competitions too.

National Pet Month is an opportunity for us all to learn more about responsible pet care so we can enjoy our pets and make a winning team for many years to come,” he said.

Details of how to get involved and become a supporter are available from www.nationalpetmonth.org.uk

Downton Abbey appearance for Reedlands Retrievers The team at gun dog expert, Reedlands Retrievers had its moment of TV fame recently when appearing in the Christmas special of Downton Abbey.

Known for its demonstrations at game fairs and country events throughout the country, Reedlands Retrievers is led by Dave Small and supported by performance dog food expert, Alpha Feeds.

“When we were asked if we wanted to participate in the shooting scenes we were very excited about being involved but we were not sure whether we would actually appear in the programme or not,” David said.

“When we tuned in over the festive season and saw we were actually there on the TV, it was great and felt such an honour to be involved in what has become such a popular series.”

Dave Small and dogs from Reedlands Retrievers on the set of Downton Abbey

Roundup

Three minute interview

Worldwide interest in Interzoo 2012 increasing Interzoo, the pet supplies fair, reported that at the end of last year 1,100 manufacturers had already registered their participation.

The worldwide pet supplies industry, ranging from small manufacturers right up to the global players, are to present their ranges of pet foods and accessories, grooming aids, garden and equestrian articles and services from 17 to 20 May 2012. The growth in trade fair participation was reported to have mainly come from Europe, Asia and Australia.

“Even at this stage there are indications that Interzoo 2012 will once again be the world’s largest show for the pet supplies sector, at which all the key players will come together. Of the previous total of around 1,100 registered companies, well over two-thirds come from abroad. We are also equally delighted about the clear increase in booked stand space and exhibitor numbers from Germany,” said Norbert Holthenrich, president of the honorary sponsor of the trade fair, German Pet Trade and Industry Association, Zentralverband Zoologischer Fachbetriebe Deutschlands e.V (ZZF).

In Europe, registrations for increased stand space and new exhibitors were mainly received from the Netherlands, France, Poland and the Czech Republic. Overseas the trade fair has registered high exhibitor participation figures, especially from Asia and Australia. Numerous countries will once again be presenting themselves within the framework of large pavilions, including Brazil, Canada, China, Great Britain, Singapore, Sri Lanka, Taiwan, the USA and recently Hong Kong.

Cranswick Pet & Aquatics one of Britain’s fastest growing companies Driffield-based Cranswick Pet & Aquatics Ltd has been named as one of Britain’s fastest growing private equity backed firms in the Buyout Track 100, published by the Sunday Times and accountancy firm Deloitte. The Buyout Track 100 is published every year and lists Britain’s private equity backed companies with the fastest growing profits over the last two years.

Cranswick Pet & Aquatics, which consists of two main businesses – Tropical Marine Centre and Cranswick Pet Products – achieved a place on the league table following an annual profit growth of 35.4 per cent, and was one of only 12 companies from Yorkshire and the north east to appear on the list.

Derek Black, chief executive officer, said: “We have invested nearly £500,000 into stateof-the-art machinery to increase the efficiency and manufacturing capacity of our factory, which has transformed our facility in Driffield into one of the most advanced in the industry.”

The company has also worked hard to establish TMC’s position as Europe’s leading supplier of ethically-sourced marine livestock to the trade. The company has gone from strength to strength, and Derek added: “Over the next few years, we aim to capitalise on this growth, by continuing a policy of sustainable expansion, upholding our high standards and maintaining our market-leading positions.”

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Steve Chilvers, marketing manager, Burns Pet Nutrition Describe yourself in three words Innovative, humorous, motivated.

What is your earliest memory?

Being taken to sit in the driving seat of a fire engine by my Grandad, who was a fireman.

When you were at school, what did you want to be and why?

Dates for your diary 9 – 11 March PROPET Madrid, Spain www.ifema.es

10 – 13 March CRUFTS NEC, Birmingham www.crufts.org.uk

A professional motocross racer. It was all I ever wanted to do, but I never really had the skills.

What was the first music album you bought?

Unknown Pleasures by Joy Division (on cassette!)

If you could have dinner with one person, who would you choose and why?

Sir Tim Berners-Lee. The internet has made such a huge difference to the way the world communicates.

7 April – 7 May

What is the best advice you have been given?

National Pet Month UK-wide www.nationalpetmonth.org.uk

Treat others the way you would like to be treated yourself.

6 – 8 July The East of England Show Peterborough www.eastofengland.org.uk

16 - 17 September PATS Harrogate IC, Yorkshire www.patshow.co.uk Correction Following an inaccuracy in the ‘Test the Waters’ article in the February issue, Pet Gazette would like to clarify that the Eco Pond Ltd web address is www.ecopond.co.uk.

We would like to apologise to the company for listing the incorrect web address in the feature.

What is your next goal in life?

To see the new Burns packaging on the stockists’ shelves.

If you could visit anywhere in the world, where would you choose and why?

Norway in the winter to see the northern lights.

What is your favourite quote or saying?

A lie gets halfway around the world before the truth has a chance to get its pants on. Winston Churchill.

What is the most important thing that your job has taught you?

Even the best products need a great team of people behind them.

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Roundup

and briefly InformPet takes on new brand InformPet Ltd announced it is the new distributor for ProDen PlaqueOff Animal, PlaqueOff Human and Syno-Vital Joint Supplement. These products were previously distributed by Molar Ltd, but as of 1 January 2012 InformPet took over distribution. John Leonard, who has worked with PlaqueOff Animal since its launch in the UK, and is the new managing director for InformPet Ltd, said: “PlaqueOff is now a well-established brand as a leading oral healthcare product within retail and professional channels. With the formation of InformPet Ltd, the company now has the opportunity to further develop the brand line and add to its portfolio of natural products.

Reaction to ‘Death Row Dogs’

Huge interest in Crufts Kennel Club entry figures for Crufts reveal that around 26,000 dogs will be making their way to NEC in Birmingham from 8 to 11 March 2012, with a record number of overseas entries. It reported that in total, 21,029 dogs have been entered into the breed judging, agility and obedience championship, and the highest ever entry has been recorded for the breeders’ competition with 49 teams and 196 dogs.

Caroline Kisko, Kennel Club secretary, said: “The record number of overseas entries reflects the truly international flavour of the event. The fact that dog owners come in their tens of thousands to celebrate their dogs on the world’s most famous dog stage is testament to what a special place Crufts holds in the hearts of dog lovers throughout the world. We encourage people to follow the Kennel Club on Twitter and Crufts on Facebook, so that they can share their memories and keep up-todate with the latest news.”

Dr Roger Mugford from the Company of Animals has criticised the recently broadcast programme Death Row Dogs, because it wrongly portrayed the image of some breeds. Dr Mugford said the film misrepresented the pitfalls of current legislation and showed the police in a poor light.

“None of the dogs depicted in the film presented any significant danger to the public, nor to their owners or, at the time of seizure, to the police,” said Dr Mugford.

PATS re-launch for Mr Johnson’s Mr Johnson’s, a leading UK manufacturer of small animal foods, will be re-launching its small animal food range at PATS Sandown in 2012. Eighteen months of intensive study into small animal diets and healthcare has led to the formulation and launch of an innovative range of foods for small animals. The team at Mr Johnson’s is looking forward to sharing its new products with the trade at PATS. To find out more, visit the Mr Johnson’s stand J11 at Sandown on 20 and 21 March 2012.

Canine Perspectives by David Cavill to be released at Crufts Personal views on aspects of canine psychology, dog ownership and pet politics by David Cavill will be formally published at the beginning of March and launched at Crufts. David Cavill has been writing about companion animals for over 30 years and has been involved in the selection, care and training of pedigree and mongrel dogs.

Dog Rocks unveils online visual merchandising advice Lawn restoration company Dog Rocks recently revealed a new, exclusive ‘Trade Area’ to its website, aiming to assist retailers and wholesalers with visual merchandising and POS ideas.

“This facility will enable trade wholesalers and retailers to download visual merchandising ideas, additional point of sale material, tips and suggestions in order to help promote Dog Rocks, their use and their efficiency to customers,” explained Carina Evans. A username and password are required to log in, which can be obtained by emailing info@dogrocks.co.uk The company has also agreed a new distribution arrangement with Solus Garden & Leisure. “We have been supplying garden centres and lawn care specialists direct for the past five years, and the volumes have been steadily increasing due to the effectiveness and popularity of the product. We are delighted to be working with Solus to further penetrate the garden centre market and fulfil demand more efficiently, ” said Carina.

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New appointments

New appointments Pastures new for professionals in the pet trade

Allen & Page

Allen & Page Horse Feeds has announced the appointment of Sarah Bee as area sales manager for Norfolk. Sarah has been working as a nutritionist at Allen & Page for nearly two years and will now be taking on this extra role alongside her current position. Sarah says: “I have thoroughly enjoyed my time at Allen & Page to date and I am very excited at the prospect of working with even more of our customers and the stockists in our home county of Norfolk. I enjoy promoting natural feeding and seeing the results Allen & Page produces, so adding the area sales manager role to my existing experience as a nutritionist creates a whole new world of opportunity for me.” Sarah joined Allen & Page in 2010 having gained plenty of experience, not least from her internship on a leading thoroughbred farm in Kentucky where she learnt first-hand about the importance of nutrition. Sarah has been riding since an early age and is interested in all equine sports, especially eventing.

Copdock Mill

Wholesaler and manufacturer Copdock Mill has appointed Derrick Ladbrook as its new operations director. Derrick has worked at Copdock Mill for six years and has been instrumental in the updating of the warehouse and new management system, helping the company continue to grow in an ever competitive market. Derrick lives with his partner and his very energetic seven-year-old son Jack.

Ruth Belsom and Kate Cooper also joined Copdock Mill as administration assistants. Ruth, who has 30 years of customerservice-based experience, shares her home with her partner and an Irish wolfhound. She loves the outdoors, enjoying horse riding, walking, running and fishing. Kate is a keen horsewoman and carriage driver, achieving over 20 wins last season and qualifying for the prestigious Horse of the Year show at Chatsworth.

Verm-X

Niki Phelps, the Verm-X UK key accounts manager, has recently achieved suitably qualified person (SQP) status. Niki is now registered with the Animal Medicines Training Regulatory Authority (AMTRA) and can act as an animal health advisor providing high quality advice regarding select medicines for farm animals, horses and pets. A lover of the great outdoors, Niki is a keen horse rider and also enjoys sailing, skiing and cycling. Covering the south west, the Midlands and the north from her home in Somerset – and a base in the Peak District of Derbyshire – Niki joined the Verm-X team last year.

A former marketing manager for international company Gooch & Housego Plc, Niki also has previous experience in the horticultural industry, so was already familiar with many existing Verm-X stockists when she took the role of key accounts manager.

Has someone recently joined or moved to a new role within your company? You can send the details and a photo to naida@petgazette.biz

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Taking stock

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Pet Munchies Pet Munchies are “an exciting range of 100 per cent natural dog and cat treats, made from premium, quality, real meat and fish.” They contain no artificial additives or preservatives, no artificial colourings or flavours, are naturally low in fat and made with human grade meat and fish. The six dog varieties are: chicken breast fillets; chicken strips; chicken chips; duck breast fillets; beef liver; and the newly-introduced ocean white fish. Having already secured a place in the market for premium quality dog treats, Pet Munchies has now launched its new range of premium 100 per cent natural cat treats. This unique range consists of five varieties of cat size bites including: sushi; cod; chicken breast fillets; duck breast fillets; and liver with chicken.

Information: info@pet-munchies.com or www.pet-munchies.com

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Burns Pet Nutrition It is essential that small animals such as rabbits and guinea pigs are fed a high fibre diet which replicates that of their wild cousins as closely as possible. High quality hay and grass containing a variety of plant species should form the bulk of their diet, supplemented with fresh vegetables, wild plants and herbs. Welsh Meadow Hay comes from the traditionally-managed meadows of Burns’ own award-winning farm and is rich in flowers and herbs. Naturally dried and free from artificial additives, the company says its range is “the ‘natural choice for small animals.”

Information: 01554 890 482 or www.burnspet.co.uk

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Zoological International Zoological International Ltd (Tortoises Direct) has been the sole distributor in the UK of Ranched Horsfield tortoises since Ranching began in the late 1990s. “There is only one registered Ranching operation in the world producing 100 per cent quality babies raised indoors, but unfortunately there are also Horsfields entering the UK market with very little or no evidence of origin, via eastern Europe. We guarantee all our tortoises to be 100 per cent disease-and parasite-free with full traceability of origin,” the company explains.

Information: 01268 727 241, sales@tortoisesdirect.co.uk or www.tortoisesdirect.co.uk

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Dog Rocks Dog Rocks are an exciting and natural product used to help prevent urine burn patches appearing on lawns, shrubs and box hedges as a result of dog urine. Dog Rocks are “hassle-free and safe for all household pets; 100 per cent natural rock; laboratory tested; do not affect the pH balance of a dog’s drinking water or urine; [are] replaceable every two months and endorsed and sold by vets worldwide.” Dog Rocks are sold at pet chains and independent stores, garden centres and veterinary clinics throughout the UK and Europe.

Information: 01628 822 243, info@dogrocks.co.uk or www.dogrocks.co.uk

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Skinner’s “Our unique new dog food – Field & Trial Turkey & Rice – is the only dog food to contain joint aid for dogs, enabling owners to provide this high quality supplement in one complete feed at a daily maintenance level,” says Skinner’s. Completely hypoallergenic – free from wheat, maize, barley, soya and dairy products, with no artificial additives, flavourings or preservatives – the food has been specially formulated to be sensitive on a dog’s digestion.

Information: 01379 384 247 or www.skinnerspetfoods.co.uk

Taking stock

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Gor Pets The limited edition Capri range from Gor Pets offers a bed, cage mat and carrier and all are available in three colours and a choice of sizes. As with all Gor Pets products this range is machine washable at 40 degrees. The Capri range is made with lush velveteen, complemented by soft, Sherpa fleece and hand finished with stylish braiding and embroidered Gor Pets signature logo. “With this unique styling, funky colours and premium fabrics, this gorgeous and exclusive range is just perfect to blow away those winter blues but hurry as stocks are limited!” says Gor Pets.

Information: 0121 580 4984 or www.gorpets.co.uk

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Peregrine Available exclusively from Peregrine, the new Arcadia vivarium moonlight LED system offers ‘perfect moonlight’ for nocturnal viewing at very low running costs. The low voltage system will not elevate vivarium temperatures and is safe to use with fog, mist and rain systems. As LEDs are flood light sources, this system offers great light spread to cover a wide area and can be adjusted to be angled to point forward or backwards.

Information: 0800 919 631, sales@peregrine-livefoods.co.uk or www.peregrine-livefoods.co.uk

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Néstle Purina Bonio, the UK-based dog biscuit brand, is launching new Bonio Meaty Chip, an “innovative new product which aims to drive incremental growth in the £28 million dog biscuit category.” Available in two varieties – Bonio Meaty Chip in 375 grams, and Bonio Meaty Chip Bitesize in 400 gram packets – the new products will be supported by a six figure marketing spend, including a breakfast time radio promotion and online viral activity.

Luca Takacs, Bonio senior brand manager, says: “The launch of Bonio Meaty Chip is the biggest innovation in Bonio biscuits ever and aims to excite consumers about the category by providing a special and tasty product.

It will also encourage shoppers to trade up to a more premium product, adding value into the category.”

Information: 0800 141 2343 or convenience.merchandising@purina.nestle.com

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Denes Denes has introduced the first products in a new range of Herbal Tinctures. These include tinctures for the support of both the kidneys and bladder in cats and dogs. Denes herbal tinctures are made using alcohol to extract the active ingredients from herbs used medicinally. The alcohol acts as a preservative and at the same time is considered the most effective and efficient way of utilising the beneficial components of the plants. Denes is offering tinctures in 50 millilitre bottles with dropper pipettes to help with accurate feeding. The tinctures for cats include vegetable glycerine which helps improve palatability.

Information: 01273 229 084, john.forster@denes.com or www.denes.com

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Taking stock

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Burgess Pet Care “Don’t miss out on our exciting launch promotion for the Excel Complete Food Cubes – the UK’s first truly complete food for fibrevores,” says Burgess Pet Care. It is currently offering a case of Rabbit Complete Food Cubes free, when you order two outer cases of rabbit and two outer cases of guinea pig, ending on 31 March 2012. “With excellent cash and percentage margins, these new products will drive turnover and profit.”

Information: 01780 483 311

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The Hutch Company Spring is the perfect time of the year to turn the focus on to small animal housing. With the sector showing signs of further growth throughout 2012, stocking the best value range of timber products is key. The Hutch Company’s expertise in the design and manufacture of hutches, runs, kennels, chicken coops and wild bird products “makes it the trade’s number one choice.” All Hutch Company products are manufactured in the UK using sustainable FSC timbers and are available on short lead-time delivery direct from the factory to all UK and European destinations.

Information: 01227 470 470 or www.hutchcompany.co.uk

Ecopond Ecopond (previously AquaHydrotech) offers an eco-friendly pond care range which includes several products for spring pond care, from its popular Tadpole Foods for wildlife ponds, to its newly expanded range of nitrifying products for fishkeepers. The nitrifying range now includes Koibac Amtreat and Koibac Nitreat – two made-to-order liquid products for seeding new commercial and hobby systems. Gel-based Ammonia Removal Nuggets and Nitrite Removal Nuggets rapidly reduce levels of ammonia or nitrite in large ponds, and Nitrifying Nuggets for Ponds offer a combination of live bacteria to maintain good water quality and good fish health in smaller ponds.

Information: 01225 767 919, info@ecopond.co.uk or www.ecopond.co.uk

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Supreme Petfoods Tasty Bites is a new range of high quality, value monocomponent diets, featuring a new look for the wellknown characters Russel Rabbit and Gerty Guinea Pig. Made with a special process to help preserve the taste, Russel and Gerty’s Tasty Bites are small, easily digestible pellets that are rich in natural ingredients with no added sugar. Each diet combats selective feeding and is tailored to the nutritional needs of rabbits and guinea pigs – Russel’s Tasty Bites is high in fibre (16 per cent) while Gerty’s Tasty Bites includes added vitamin C. Both are available in two kilogramme and four kilogramme pack sizes.

Information: 0845 058 9697 or www.supremepetfoods.com

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Social media

To tweet to who?

As social media sites attract millions of unique users – many of whom spend hours online daily – marketers are increasingly looking at how best to tap into these communities to raise awareness of their products or services, says Matt Rhodes

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recent study, Going Social: How businesses are making the most of social media, conducted by KPMG confirmed that just 48 per cent of UK companies use social media to communicate for business purposes, compared to 72 per cent in the US and 83 per cent in China. Eighty per cent believe the use of social media delivers significant business returns, which outweigh the risks of social media use. The survey was conducted among 1,850 managers and 2,016 employees from 10 countries, so it may be time for the UK to take heed.

Getting started in social media is a challenge for many brands.

Decisions need to be made about which tools to use, what to say and who you should be engaging with and why. We often see brands making the mistake of setting up a Facebook page or Twitter account without really thinking why they have done it or what they are going to use it for. Everything in social media is fast-paced and setting something up is easy to do – it only takes a couple of minutes. To be successful in this marketplace, brands really do need to give some thought to why somebody would ‘Like’ or ‘Follow’ you.

The pet industry should make note of a few tips on how to understand its consumers and how they ‘use social media’. Essentially there are two ways that this is used: • Talking to friends – people they know, worked with, played sport

with or studied with. This is the ‘social network’ frame of mind and the way most people use Facebook – to share photos, updates, organise events and speak to people they actually know and are real friends with.

• Talking to people with a common interest – this is the much more exciting part of social media; it is not about staying in touch with friends but about finding, and then sharing information and ideas with people who have a common passion, interest, hobby, concern or question as you. You probably don’t know these people (and in many cases don’t want to know them and become friends with them) but you will bond, share and build a real community online around your shared passion For those in the pet industry, the real opportunities lie in these online communities. It may be difficult to get people to engage with your brand in Facebook, but it is easy to get cat owners to talk to each other about their cats; get labrador owners in Cumbria to exchange walking routes; or the owner of West Highland terriers with itchy skin to share advice, tips and talk to each other and experts about this. Pet owners are a natural community offline and the real opportunities online are about engaging with these communities.

Frequently, the problem for pet owners and the pet industry has been where to go for this social experience online.

Social media

A recent survey commissioned by petnet360.co.uk among 1,424 UK adults discovered a growing trend for petnetting. Forty seven per cent of dog owners confirmed they had online profiles and 21 per cent were interested in speaking to other owners online. Furthermore, 51 per cent of dog owners confirmed they looked online for pet health advice although 25 per cent agreed there was no one place for them to go.

Steve Soden, managing director of newly-established PetNet360, says: “PetNet360 is a new and fast growing community, created specifically as a place where people can find others, meet, talk and share their thoughts about their pets.” Petnet360.co.uk launched in January 2012 – the site has 7,364 dogs and 951 cats (and their owners) registered with pet profiles including breed, colour, age, gender, location, and any other information they wish to share. Pets can follow each other, post a story, comment on a furry friend’s status or ask the community for advice or tips. Steve adds: “Stories range from dogs themselves seeking advice on a new puppy in the house to owners receiving great comfort when their pet is ill. People just want to update other pet owners on their favourite walks and how muddy they get, to how much they love their owners. In addition to community advice, pet owners can also ‘Ask a Vet’ or ‘Ask a Behaviourist’ for advice.”

If you are providing advice in a community setting, make sure it’s accurate and comes from the experts. PetNet360 is backed by the British Veterinary Association (BVA) and it is also working with other partners such as the Kennel Club, the Pet Food Manufacturers’ Association (PFMA) and the Pet Care Trade Association (PCTA) to provide the best possible advice.

With an engaged and dedicated fan base, sites like petnet360.co.uk offer numerous opportunities for the trade to keep in touch with their pet-owning public. This site will include a search facility for local pet services ranging from rehoming centres and groomers to retailers and veterinary practices. The site will review and sell ‘hot’ products and services, run competitions, host Q&A sessions with experts – and all this is in addition to keeping owners updated on current issues and campaigns.

The site has run a variety of competitions and product trials – one way of brands reaching their target audience, from personalised pet stories by itsyourstory.co.uk to pet towels. When Paragon Microfibre towels offered five towels for trial, its site was viewed by over 2,000 pet owners and 176 owners commented on the product post.

In summary, social media can really help the pet industry and whether you are a retailer, brand or veterinary practice, these targeted communities can be much more valuable than trying to engage on big social networks.

PetNet360 is a new and fast growing online community where owners and their pets can share stories, exchange information and generally obtain advice on cat and dog ownership.

The website provides access to qualified vets and behaviourists and aims to promote responsible pet ownership.

It may be difficult to get people to engage with your brand in Facebook, but it is easy to get cat owners to talk to each other about their cats

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Working dogs

Professional pooches Naida Ally looks at the nutritional needs of professional working dogs and discovers that while they have separate areas of expertise, they all require high energy foods

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hroughout history, man’s best friend has also been a useful work companion and our trustworthy four-legged pals have aided us in a number of sectors: the emergency services, in agriculture, in medicine, in entertainment, and even on the front line. As each area requires a different set of skills and different training, the one aspect that unites all working dogs is their nutrition – while what they actually eat may not differ extensively from a pet dog, the extra energy they require means that greater care must be observed in ensuring they receive the nourishment they need.

Much in the same way that show dogs are bred for their desired aesthetic qualities, working dogs that demonstrated certain physical attributes such as a heightened strength or agility were bred for particular

fields of work. While different working dogs will have separate areas of expertise, from a nutritional point of view, they all have a shared dietary need – higher energy. In order to maintain this increased level of energy, care must be taken to ensure they are receiving the required nutrients to keep them going.

PetSpec had been making supplements for high performance horses for 30 years and realised that there was a gap in the market for high quality canine additives, which owners of working dogs could add to their normal food, in order to maximise performance and support a long healthy life. Catering mainly for professional working dog owners, its clients include gamekeepers, farmers, rescue services and agility teams.

Philip Tyler, managing director of PetSpec explains: “Like human athletes, hard working dogs need higher levels of nutritional support

Working dogs

to maintain their performance levels over longer periods of activity than less active dogs. For example, micro-nutrients to support joints under high levels of stress and activity are very important to sustain a long working life.

“The PetSpec professional range is designed to cover all aspects of the nutritional requirements of dogs used for specialist purposes. For example, PetSpec Working Dog contains ingredients to help build and maintain muscle condition, maintain gut health, optimise joint mobility and improve the coat and skin. The range has been developed as a food additive and therefore has the flexibility to fit in with any feed regime.”

Types of diet vary and there are a variety of options when it comes to selecting the best nutritional regime for a professional pooch. David Brock, director of Natural Instinct, established the company as a direct result of searching for an alternative diet for his Welsh terrier. His dog’s health problems were resolved by raw food, as David explains: “Maggie always suffered with hot spots, chewing her feet, oily skin and severe ear

We ask a lot from our dogs, expecting them to perform in all weathers. For that they need to be at their peak

infections – we spent thousands of pounds on vet bills, but no vet ever suggested these conditions may be diet-related. It was only through our own research that we discovered raw feeding, and I truly believe we saved Maggie’s life. She had been condemned to a life on steroids and drugs, and within three days of the change in diet we suddenly had a new dog – her coat became healthier and returned to its natural colour, her infections cleared up, she was no longer bloated and old (as she had been at the age of two) and we had our adorable puppy back.”

Following this experience, Natural Instinct now supplies food to a group of police trainee dogs. “Their trainer had a long chat with one of my staff who is a lifelong

German shepherd dog owner (actually she’s my mother!) and she gave him some free samples to try. I believe all the dogs had some sort of minor health problem, which was then resolved by the change in diet, and as a result we discussed sponsoring the dogs with him so that he could persuade his bosses that raw feeding was the way to go, and would result in healthier dogs and lower vet bills.

Having seen the change in the dogs, the trainer is absolutely convinced that raw is the way to go,” explains David.

“Working dogs have higher energy needs than your usual dog,” he continues, “and as dogs obtain their energy from fats and not carbohydrates, our working range contains 85 per cent meat and bone (compared to around 80 per cent in our usual foods) as well as an extra 100 grams of vitamin C per one kilogramme. Vitamin C is excellent for healthy ligaments, joints and the immune system and is therefore an excellent supplement for the working dog. Our working range comes in chicken, turkey and beef and the ingredients include kelp, salmon oil and spinach as well as fresh butternut squash, carrots and apples to provide essential vitamins and nutrients.”

It’s not unusual for personal circumstances to lead to an interest in different nutritional options, and for Colin Roger of Bern Pet Foods Ltd, it was the loss of a pet that kickstarted a search into grain-free pet food. “We breed Bernese mountain dogs and used to show them on an occasional basis; we lost a bitch to bloat, leaving us with a litter of three-week-old puppies, and at that point

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Working dogs

All working dogs have a shared dietary need – higher energy

– having realised that grain in pet food had been identified as a potential cause of bloat – we started our search for a grain-free pet food and that’s how we found Orijen,” says Colin.

“We started our distribution business around three and a half years ago by importing Orijen into the UK. We were approached directly by the Border Agency at Crufts a few years ago, and Laura Hill approached us directly, [so we now] supply the UK Border Agency at Heathrow and feed their kennel of sniffer dogs. We also sponsor Stauntonvale Gundogs and England Gundog Team member Laura Hill.”

With regard to the specific nutritional needs of professional working dogs, Laura explains: “You only get out what you put in.

Dogs are very adaptable but just because they can survive on an omnivorous diet, doesn’t mean that this is the best diet for them.

There’s a big difference between ‘survive’ and ‘thrive’. Running competitive gundogs requires a little more than just the ability to exist! We ask a lot from our dogs, expecting them to perform in all weathers, working in often demanding conditions. For that, they need to be at their peak in physical and mental fitness. I’ve always believed in putting the best in to get the very best out, and that philosophy runs not only throughout our training programme, but also in the way that we feed our dogs too.”

The professional working dog industry comprises a multitude of areas – while the most beneficial area to explore from a retailers perspective is the nutritional side, there are a number of training centres and organisations that specialise in the actual recruitment and development of suitable dogs, regulatory organisations and charitable and support organisations. The

Defence Animal Centre (DAC) deals in the recruitment and training of military working animals, while also being an “epicentre for research and development in the use of animals in defence for an ever increasing variety of tasks.” Located at Melton Mowbray in Leicestershire, its primary role is to “train military working animals (MWA) and personnel using skills and methodology developed over the last century.” The Joint Service Dog School is the largest component of the DAC and is responsible for the procurement and training of all military working dogs. It provides services to the Army and Royal Air Force, as well as the Military Provost Guard Service and the Ministry of Defence Police.

While many people are aware of the prevalence of dogs in the military deployed overseas, perhaps fewer think about what they are fed, where it is coming from and how it reaches them. When Julie Mewett and her husband David first responded to a Twitter request put out by the British Legion for welfare boxes to be sent to troops in Afghanistan, their line of work lead them to think ‘out of the box’ and send boxes for the service dogs.

“We began just as a personal thing – we wanted to show our support and this seemed

to fit the bill as we work with dogs with our wwbusiness, the Dog Stop Canine Services,” explains Julie.

In September 2010, the British Forces News (BFBS) spent a morning filming with Julie and David, and the report was linked to Camp Bastion. After this was aired, both they and the BFBS began to get offers of support and requests for an address to send parcels to. As they were unable to give out these details, Julie and David offered to send the gifts out on behalf of others, which was the beginning of Treats for Canine Troops.

“At this point we have had no direct requests for special items for the forces dogs, but would be open to this. We understand that the dogs do have a strict diet, but the items we send out are aimed at being a treat and not a part of the normal feeding regime.

Toys are always a big hit and we send out many rope and tug toys, tennis balls and Kong products.”

Among the companies that have donated to Treats for Canine Troops since its conception are VermEx, which supplied natural health treats; Full of Life, which provided a large quantity of its joint supplement; Pets Corner in Lewes, which supplied Kong toys and other items; Pawsberry which sent a batch of its handmade dog biscuits; Preston Pet Supplies which conducted a collection among its customers and sent an array of gifts; the RSPCA Patcham; and various others.

“Even Muggly, who has been crowned the ugliest dog in Britain, has sent a parcel of goodies to the forces dogs. Wallands County Primary school had a class collection in Year four, for which the children and staff were thrilled to get a direct email from a dog handler in Camp Bastion thanking them.

Many individuals – too many to name – have continued to show their support with small parcels of goodies,” says Julie. “We try and encourage people and companies that donate items to send a personal message that we can include in the treat boxes and many have done this and included pictures of their own pets.” More information about Treats for Canine Troops, or any of the other companies mentioned in this article can be found below along with other companies specialising in foods and supplements for working dogs.

Supplier Listing Bern Pet Foods Ltd: www.bernpetfoods.co.uk Burns Pet Nutrition: www.burnspet.co.uk Leander Arden Grange: www.ardengrange.com Natural Instinct: www.naturalinstinct.com PetSpec: www.petspec.co.uk Roger Skinner: www.skinnerspetfoods.co.uk Treats for Canine Troops: www.treatsforcaninetroops.co.uk

Comment

Top tips on digital marketing As the interest in digital communication grows, the onus is on businesses to effectively promote their products and services online, says Michael Bellingham of the PFMA

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n estimated 77 per cent of UK adults, or 38.3 million people, use the internet regularly, according to the Office for National Statistics (ONS). More than 30 million adults in Britain (over 60 per cent) use the internet every day – almost double the number in 2006 (16.5 million).

Small businesses and pet retailers should embrace the internet These statistics confirm what we already know – the internet is a dominant presence in everyday life. Even more interesting for pet retailers and businesses, the same ONS research confirms that finding information on goods and services is the second most popular activity (75 per cent).

Devising an online marketing plan is the key to generating new business and retaining current clients Pet businesses need to move with the times and embrace the many opportunities the internet provides. Although different channels will suit different organisations, the options include communicating via blogs, Twitter and other online social networking forums, in addition to more traditional forms of marketing. Pet retailers and businesses should review the options and develop a plan embracing the channel or channels most suited to their business.

What is digital marketing?

According to Wikipedia: “Digital marketing is the use of digital sources based on electronic signal like internet, digital display advertising and other digital media such as television, radio, and mobile phones in the promotion of brands and products to consumers. Digital marketing may cover the more traditional marketing areas such as direct marketing by providing the same method of communicating with an audience but in a digital fashion.”

Without going into too much detail, there are two forms of digital marketing: pull and push. In pull digital marketing the consumer must actively seek the marketing content – for example via web searches or blogs. Push digital marketing is where the marketer sends tailored content to the consumer – in an email, text message or web feed.

Push and pull strategies can go hand in hand – an email campaign can include a banner ad or link to a content download.

How can digital marketing benefit small businesses?

Devising an online marketing plan is the key to generating new business and retaining current clients. We often hear the experts telling businesses to stop waiting on the sidelines for things to take off – they already have! Not getting involved could ultimately affect the success of your business. Many companies manage successfully to incorporate digital technologies to reach their target audience on a relatively small budget.

What do you need to do?

Be clear and focused about who your target audience is. Both your existing and potential customers are likely to be online and you need to think about how to reach them.

1. Ensure your website is up to scratch

We have focused recently on updating the PFMA website to ensure a smoother experience for the pet industry and pet owners.

For example, we acknowledged that most pet owners visiting our website for advice were looking for information on a specific type of pet, so we tailored our content to facilitate their search. Apparently the golden rule is that a new visitor to your website should be impressed within the first 10 seconds!

2. Ensure your audience finds your website

One option is pay per click (PPC) but this can be costly. Also, look into search engine optimisation (SEO) and help people to find you online – the main tips here are to keep content regularly updated and encourage other sites to link to yours. Although things are moving fast with Google advances, local listings are worth researching.

3. Stay in touch with your customers

Ensure you have a database with your customers’ details, so you can track contacts and their purchasing habits. Regular (but not too regular!) newsletters can be popular. Why not link up with other local businesses and flag up events and seasonal stock.

4. Utilise coupons or special offers

Everyone likes a special offer, so make your customers feel special by telling them about discounts or sales.

5. Find business on social networks

Encourage loyal customers to follow your business on social networks such as Twitter, LinkedIn and Facebook and use this medium to broadcast messages. Investigate other social communities and look at opportunities to enhance your presence.

6. Don’t forget traditional marketing

All customers are different and some retailers will have a more traditional customer base which does not have internet access or prefers more traditional methods of contact. Other forms of direct marketing and advertising or PR still work and need to be incorporated in your plans. Integration is key, so anywhere your customer sees your message ensure it makes sense and builds your story.

7. Seek advice

An increasing number of suppliers and companies offer support for online endeavours, so discuss this with company reps.

About the PFMA The Pet Food Manufacturers’ Association is the principal trade body representing the UK pet food industry and a key focus of its activity is to promote animal welfare and responsible pet ownership.

Its 60 members account for over 90 per cent of the market and produce a wide range of products for cats, dogs, rabbits and other pet animals. To find out more or download some useful information sheets for you and your customers, please visit: www.pfma.org.uk

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Lungworm

Getting lungworm aware

This month, Ray O’Mahony MVB MRCVS MAVH looks at the rise of lungworm cases in dogs, the signs of the disease and what steps owners can take to prevent its spread

Lungworm

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here has been a surge of interest in lungworm infestations over the last couple of years, thanks in no small part to Bayer’s national awareness campaign, ‘’Be Lungworm Aware’’ (www.lungworm.co.uk).

This focuses on one particular species of parasite, Angiostrongylus vasorum, and was probably prompted by recent evidence that the geographical range of the parasite is extending dramatically northward. Its range was, until recently, restricted to southern England and Wales. A large study of 546 foxes, its natural host, as recently as 2008 revealed no infestation north of the Midlands.

However in 2009, a dog in Scotland was diagnosed with the parasite. This dog had never travelled outside of central Scotland so the spread of the parasite outside its previous endemic areas was confirmed for the first time. Increases in the average summer time temperature are thought to be the main factor for the spread.

A.vasorum is a nematode that causes disease in dogs and other members of the canidae family. It has an indirect lifecycle, which means it requires an intermediate host to reach its infectious stage.

Slugs and snails are the most common intermediate hosts but frogs can also act as a source of infection.

When a dog eats an intermediate host the parasite is released into the digestive tract of the dog and migrates through the wall of the bowel into the blood and lymphatic systems and makes its way to the heart and pulmonary artery. Here, they mature

Bayer

Bayer

Bayer

into adults and begin to lay eggs. These eggs are carried into the lung tissues via the bloodstream and lodge here, resulting in small inflammatory nodules filled with eggs and larvae. On hatching, the larvae tunnel out of these nodules into the airways where they are coughed up and swallowed.

They are eventually passed in the dogs faeces. These are then ingested by slugs and snails and undergo two developmental stages in the snail before becoming infectious to dogs once again.

The clinical signs associated with A.vasorum infection are usually respiratory in nature. Almost 80 per cent of cases in a recent study presented with a cough, which is usually harsh and dry.

Difficult, laboured or rapid breathing is also commonly seen. Other symptoms can include lethargy, exercise intolerance, clotting disorders and right-sided heart failure. If undiagnosed, the condition can be fatal. Although any dog can become infected, clinical signs tend to be more severe in dogs under two years of age. Infections tend to be chronic in nature with the clinical signs lasting many months if untreated.

Diagnosis is possible by faecal analysis by a veterinary laboratory. Treatment is usually straightforward and rewarding. Advocate spoton is available on prescription from a veterinary surgeon only and is the treatment of choice. A standard worming regime every three or four months will not be sufficient. Using a veterinary spot-on treatment such as Advocate on a monthly

Lungworm lifecycle

Bayer

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Lungworm

basis during the warmer months of the year will help. Dog owners should always clean up after their animals, as it reduces the load of infective larvae, of this, and all the other worms that infect dogs, in the environment. A.vasorum cannot be transmitted to people but many of the other worms such as Toxacara can and can cause serious disease, especially to children. These other worms can be controlled by regular over-the-counter products.

Owners should be extra vigilant as dogs can inadvertently pick up slugs and snails by drinking from puddles or chewing a bone or toy left in the garden. The worm cannot be transmitted directly from dog to dog but animals sharing the same environment as infected dogs are likely to pick up the parasite from infected slugs and snails. Trying to reduce the number of slugs and snails in the garden is not really feasible and slug bait is very poisonous to dogs so such control methods are not advisable.

Cats cannot become infected, although they do have their own lungworm called Aelurostrongylus abstrusus with a similar lifecycle. The distribution of this parasite is not well-known and the clinical signs it causes are usually very mild. Infections tend to be self-limiting, but occasionally heavy burdens can result in clinical disease with respiratory signs similar to those described for dogs.

There are other lungworms in the UK such as Crenosoma vulpis, Oslerus osleri and Filaroides hirthi that cause respiratory disease in dogs. The clinical incidence of C.vulpis and O.osleri appears to be increasing and this is blamed on the increasing urban fox populations with foxes being the natural hosts of all of these parasites. As with A.vasorum, regular worming is not an effective control so any dog with a chronic cough or respiratory distress should be examined by a vet for a definitive diagnosis and appropriate treatment.

Due to the increasing prevalence of this parasite and its resistance to most worming regimes it is important that dog owners are made aware of the clinical signs and urged to clean up after their pets to prevent the spread of the disease.

Ray O’Mahony MVB MRCVS CVH is one of the UK’s leading veterinary herbalists. Adopting an integrative approach to animal health using herbs and drugs side-by-side, he has a special interest in chronic inflammatory conditions and ageing. He provides consultancy services to the pet food and supplement industries, has developed herbal products for both retail and veterinary use, is a tutor at Integrate CPD and is a founding member and past president of the British Association of Veterinary Herbalists. He may be contacted on vetadvice@phytoforce.ie

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Stress-free living

Under pressure Lucy Brett, veterinary advisor at Ceva Animal Health, looks at the effects that today’s modern lifestyles are having on common household pets such as cats and dogs

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e know that the fast pace of modern living is having a detrimental effect on our health and wellbeing, but over the last five years it has become clear that the busy, chaotic way we live our lives is also affecting our pets.

Research has revealed the positive effects of owning a pet on its owner, but what of the effects of the owner on their pet?

For example, in the case of cats, their

popularity as a relatively ‘easy’ pet for busy working people has led to a population boom in the commuter belt and suburbs of towns and cities, forcing unrelated cats to live near each other on a daily basis. This in itself can prove problematic. Cats have evolved as ‘solitary survivors’. This means they do not need to rely on anyone else to thrive and, in most cases, will perceive the presence of other cats as a potential threat to themselves and their territory. In suburban areas where there

are lots of cats, it is not unusual for some cats to show signs of long-term, chronic stressrelated medical or behavioural conditions.

Even when cats do choose to live together, and a colony is formed, cats will only interact with chosen individuals, usually related females, and only if the food or other resources are in plentiful supply. In a domestic setting, cats which are forced to interact are rarely related and are often incompatible which results in problems.

Stress-free living

However, it is not just other cats that can cause these problems – owners don’t help either. Any changes an owner makes to a cat’s environment can cause the animal some concern. Cats use facial marks to identify their environment and the presence of these marks helps them feel secure and comfortable. If owners remove or mix up these marks through excessive cleaning, DIY or moving furniture around, the cat will become disorientated. Moving house is even worse, as given a choice a cat would never leave its territory. When owners take their cats to a new home there are no reassuring marks and the cat may feel very vulnerable.

But everyone gets stressed, so why is this a problem? Well, real physiological stress causes a number of biological changes which can be damaging due to the loss of the protective linings of the internal organs and a lowering of the immune system.

This can cause or exacerbate a number of health conditions, as well as changing a cat’s behaviour and causing both the cat and owner distress. It is vital that owners recognise these signs and ask their vet for advice – it is important not to wait as the problems will escalate.

Unfortunately, as a prey species, cats have developed ways of hiding any weakness, including stress. The cat may show very little sign that they are upset and the signs

they do show (being so different from those displayed by more social species like dogs and people) are commonly misinterpreted as bad or ‘naughty’ behaviour rather than a cry for help. These include: • urine spraying • vertical scratch marking • hiding away or refusing to interact • over-grooming • tension or multi-cat conflict.

Unlike cats, dogs are designed to have regular interaction with other dogs and preventing them from doing so can also cause them to become stressed. However, while there are less dogs living in towns and cities than cats, our modern lives can have a significant effect on canine welfare. More than ever we expect dogs to cope with a massive range of different people, places and things, and many cope very well. However, many can still become worried, particularly if they are not prepared for everything they will meet in the modern world. If no preventative action is taken, mild fears and worries shown as puppies – or when the dog first meets a new object or person – can develop into a phobia or stress-related condition. These much more serious behaviour problems are notoriously difficult to treat, can be debilitating for the dog and cause serious disruption for the owner and family.

Correct socialisation and habituation

are vital to ensure a dog learns to cope with family life. However, puppies which become stressed during the socialisation phase (from six to 16 weeks) may never enjoy new experiences and are more likely to develop stress-related behavioural problems in later life such as general nervousness, noise phobias, separation anxiety, fear and aggression. It is therefore recommended that action is taken to reduce or prevent the puppy becoming stressed during the first few months of life.

During socialisation, owners should gradually introduce new things to help the dog learn to cope with novel or different situations. This includes meeting different

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Stress-free living

For further information on both cats and dogs, owners can get in touch with their vet or contact the Association of Pet Behaviour Counsellors (APBC) at www.apbc.org.uk

people in a variety of environments and new objects, but owners should be careful not to overwhelm the puppy as this will have a detrimental effect. For example, breeders may expose puppies to domestic stimuli such as the vacuum cleaner or spin drier very early on, or use noise CDs to introduce puppies to normal sounds they will hear all the time. The puppy should get used to them gradually without being stressed. Most vet practices offer advice to new puppy owners and it is important that pet owners ask for information if they are worried.

Socialisation is very important, but so is learning to be alone. Puppies that are not accustomed to being left unattended on a regular basis are much more likely to suffer from separation anxiety in adulthood. The three main signs of separation anxiety are destructiveness, incessant howling or barking, and loss of toilet control.

To help prevent a puppy from suffering from this very common syndrome, an owner should leave it unattended – such as in the house on its own – for over an hour on most days, preferably in the area that it sleeps in overnight. Unfortunately, with so many pet owners working full time, dogs may inevitably spend time on their own and it is vital they are trained to deal with this from an early age for both the sake of the dog and the owner.

Supplier Listing Ceva Animal Health: www.ceva.co.uk Denes Natural Pet Care: www.denes.co.uk Nurtured Pet Products: www.nurturedpets.com

Ceva Santé Animale is a global veterinary health company focused on the research, development, production and marketing of pharmaceutical products and vaccines for pets, livestock, swine and poultry. For more information visit www.ceva.com

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Rabbit hutches

Room for manoeuvre

With rabbits now ranked as one of the most neglected of pets, retailers are in a prime position to help improve their quality of life

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ccording to the Rabbit Welfare Associatio (RWA), rabbits are the third most popular pet in Britain. Sadly, the organisation also reports that they remain one of the most neglected of all domestic animals.

The RWA says: “A huge proportion of rabbits live out their days in a small hutch with little or no exercise. Most cases of cruelty and neglect towards rabbits are out of ignorance; people often do not realise they are doing anything wrong because they have not done enough research into rabbit care and wellbeing before choosing to buy a pet rabbit.”

This is where retailers can help by not only offering guidance on the care of rabbits but also by offering suitable accommodation. The

RWA and its charity partner – the Rabbit Welfare Fund – recommend a minimum hutch size of six foot by two foot by two foot, which should allow rabbits to stand on their hind legs and have enough space for the food, toilet and sleeping areas to be kept apart. The RWA also adds: “It is commonly accepted that a rabbit should have space for three hops but it is underestimated just how far three hops is – our tests show that three hops from an average-sized rabbit covers six to seven feet.”

The hutch should also only ever be regarded as shelter and not the only living space, as rabbits need access to a secure run of at least eight feet by four feet. It is with this in mind that many manufacturers of hutches have been introducing bigger and bolder designs in response to rabbit welfare needs.

The RWAF’s ‘A Hutch is Not Enough’ campaign has raised awareness among retailers and their customers about the benefits of providing rabbits with larger accommodation.

The campaign has been pitched at three different levels – encouraging retailers to consider rabbit welfare in all their dealings with customers; offering advice to customers thinking of taking on a rabbit as a pet; and educating existing owners on improving their animals’ lives. The RWAF believes that retailers can ultimately benefit by selling ethically appropriate products: “A larger living space means customers are more likely to take on more than one rabbit – companionship is vital for rabbits – meaning greater sales of toys, bedding and food. We are also recommending an attached run, which is

Rabbit hutches

another sales opportunity… and if a rabbit’s welfare needs are met, it will live longer, which means a longer term customer of accessories and food.”

RabbitShack is just one of the many companies that have introduced a new, larger range of hutches for 2012. The company says that not only are they “different from any other currently available in their range, they are specifically designed in line with Rabbit Welfare Association recommendations.” It has produced two single hutches, and a hutch with under-run, and all three have attachable exercise runs available to provide more space for rabbits to exercise.

Phil Chatburn, managing director, says; “There are only a few retailers currently offering RWAF-compliant hutches, so we hope our RWAF range will encourage more retailers to come on board and embrace our new hutches so that we can continue to develop the range.

We have been working closely with the RWAF throughout the whole development process.

Our mission is to work together to improve rabbit welfare standards and provide guidance to consumers on rabbit welfare. We are hoping that retailers and consumers alike will support us in achieving this.”

Last autumn, the Hutch Company introduced a new range of winter rabbit hutches which are manufactured at their Kent-based factory. The three new designs were presented in large sizes including the six foot by two foot high and two foot deep dimensions as suggested by the RWA. The British Veterinary Association recommends raising hutches off the floor, particularly in the winter as this prevents the base of the hutch from becoming damp and rotting and protects rabbits from predators.

Extra long legs are a feature of the Hutch Company’s new products, which it says “lift these hutches a practical height off the ground ensuring the floor of the hutch is well above frost and snow-covered ground,” and allows easier feeding, cleaning and petting. All of

Supplier Listing Burgess Pet Care: www.burgesspetcare.co.uk Cagex Accessories: www.cagex.co.uk The Hutch Company: www.hutchcompany.co.uk

the company’s products are made using sustainable, robust European redwood timbers and the “unique log lap profile, thicker floors and tongue and groove timber provides the perfect, cosy, spacious winter environment.”

The Rabbit Welfare Movement says the solution to the problem of ensuring retailers both stock and sell larger hutches could lie in the introduction of a legal minimum size, which it feels would certainly help a great deal in terms of basic welfare. It adds: “The minimum recommended hutch size is six foot by two foot by two foot but this is not adhered to across the board by retailers and indoor cages are often considerably smaller.”

However, more businesses in the pet industry are providing larger ranges of rabbit products and vital information for both retailers and owners on correct rabbit care.

As sponsor of Rabbit Awareness Week and the manufacturer of the Excel range of rabbit food, Burgess Pet Care has played a key role in helping both owners and retailers meet rabbits’ welfare needs. The company notes: “Housing remains an issue for many rabbits. Cheaper priced hutches are usually incredibly small and do not offer the rabbits sufficient space to live.”

An independent study by Mullen and Main in 2006 found that an alarming 82 per cent of rabbits were being kept in hutches smaller than the RSPCA’s recommendations of 1.5 metres long by 0.6 metres wide by 0.75 metres high (which approximately equates to the RWAF’s six by two by two feet). Although great strides have been taken by both the pet sector and rabbit owners, it is clear from the fact that rabbits remain one of the most neglected pets that there is still some way to go.

As the RWAF concludes: “Retailers are often the only source of information that the general public use, and it’s critical they get the right message at the time of making a purchase. Customers [must be] aware of the responsibility they are taking on and encouraged to buy the biggest hutch and run they can afford.”

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Focus on

Focus on…

toys

Naida Ally looks at the variety of toys available for pets which can alleviate boredom and provide mental stimulation

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s Nobel prize-winning playwright George Bernard Shaw once said, “we don’t stop playing because we grow old; we grow old because we stop playing.”

While enthusiasm for play may wane with age, pet toys encourage the physical and mental stimulation necessary at every stage of a dog or cat’s life, and can serve a multitude of purposes. Puppies, for example, benefit from chew toys to soothe the pain of teething, while toys bring out the natural hunting instincts in kittens, helping to develop muscle tone and overall strength.

Playing with toys can also serve to alleviate stress and boredom, helping to prevent or reduce behavioural problems,

which are common in housebound pets.

When given the right type of toy, a dog or cat’s predilection towards chewing items of footwear or scratching sofas can be coaxed away, keeping pets entertained and household items intact. Toys are a particularly useful form of entertainment for pets left at home alone, as the stimulation serves to keep loneliness at bay and idle paws out of trouble.

Toys ultimately encourage exercise and promote good health, boosting circulation (which is beneficial as pets age), and help to maintain healthy teeth and nails. Although toys are primarily about play, they are also a useful device when it comes to training a pet and, along with treats, are often used when rewarding or reinforcing good behaviour.

Toys are also useful when socialising dogs, as the distraction can help when potential confrontations occur.

As well as toys keeping a cat or dog occupied in an owner’s absence, they are also the perfect tools for bonding, and playtime between pet and owner can encourage more docile pets to move about, especially if they’re still carrying a bit of extra holiday weight. Certain toys on the market are designed specifically for weight loss, incorporating food into the toy and emulating a ‘hunt’-type situation, where the dog or cat has to work at moving it about before the food treat is released. Here we take a look at a selection of cat and dog toys currently on the market…

Focus on

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3P Enterprise The Fat Cat range of pet toys is set to make its return to the UK market. This well-loved range of fun and funky toys for dogs and cats is now being distributed by 3P Enterprise Ltd. The brand with the strapline ‘we make people and pets laugh,’ is dedicated to ultimate doggy and kitty bliss. Toys such as the Terrible Nasty Scaries dog revenge toy (pictured) and the Big Mamma’s Scratch-o-rama Scratchy Mat with catnip demonstrate the brand’s creative design, outrageous humour and passion for pets. Visit PATS to see the range on the 3P Enterprise on stand N6.

Information: 01594 810 990, sales@3penterprise.co.uk or www.3penterprise.co.uk

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Kong Since the Kong toy was first introduced, the company explains how it has gone on to be “enjoyed by millions of dogs worldwide [and] is now the global training tool of choice for top dog behaviourists, trainers and vets, for common behavioural problems including separation anxiety, excessive chewing and barking.” They are available for every stage of a dog’s life.

Puppy KONG is made from an exclusive teething rubber formula and used stuffed and frozen it can ease teething pain, while the KONG Classic is perfect for average chewers. KONG Extreme is made from an ultra-strong black rubber compound and Senior KONG with its gentle but durable rubber compound is suitable for ageing teeth and jaws.

Information: www.kongcompany.com

Liberta UK Liberta UK offers an extensive selection of quality pet accessories and cages with some exciting special offers for 2012!

As well as Karlie products, and its own brand of pet housing, it has recently added the Flamingo range for cats, dogs, birds, rodents, reptiles and aquatics. Liberta will be launching Flamingo at PATS Sandown and giving away Karlie stock worth £12,000 at retail. It has 30 packs of Karlie toys to give away free with orders of £500 or more taken at the show.

Information: 01379 870 148, sales@libertauk.com or www.libertauk.com

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Collarways Collarways has two new additions to the Mighty Junior range of puppy toys. Mighty Junior toys are made with two layers of material, an outer plush fleece and an inner durable lining, and multiple rows of stitching.

This makes them extremely durable and ideal as a ‘first puppy toy’.

With these two new Dragons, there are now 12 different models of toys available in the Mighty Junior range.

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Hem and Boo Hemmo and Co has many new toys being launched at PATS and among the collection is the Barking Mad motion-activated dog toy.

There is a strong hook and eye seal to keep the ball securely in place and the fun packaging has clear instructions for care and use. Select between the plush Smiley Dog head or the plush Feisty Fox Head.

Information: www.hemandboo.co.uk

Information: 0845 456 8395 or www.collarways.com

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Gor Pets Gor Pets explains that it has “really stepped outside the box to bring innovation back into plush toys,” from the giant, furry starfish with a watery wonderland noise to the soft ‘orbi’ alien with a ‘boing boing’ language all of his own. The toys have been designed and tested to ensure they offer maximum strength and safety.

The shape and sound of each toy has been carefully conceived to offer all sorts of different holding positions and sounds as the dog plays. The toys are made from soft, pastel velour filled with hollow fibre; have rope legs made from strong, twisted cotton; and details such as eyes are made with fabric, not plastic.

Information: 0121 580 4984 or www.gorpets.co.uk

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48

Reef aquariums

A sea change

Tim Hayes of Midland Reefs highlights some important aspects of reef tank maintenance, from water quality and lighting to regular equipment checks

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egular maintenance is central to the long-term success of the reef aquarium. Lack of maintenance can be a major contributer to customers’ poor success, leading them to become disillusioned and ultimately drop out of the hobby. Drawing your customers’ attention to the essential maintenance tasks they should be regularly carrying out, is one of the many ways that an aquatic shop can generate a consistent stream of revenue – in the short-term you’ll benefit from sales of maintenance products, while long-term you will retain the customer for years to come.

Give your customers a chart outlining the various maintenance tasks they should be carrying out. This should result in the customer making more visits to your shop to buy maintenance-related products, along with other incidental impulse purchases or upgrades.

Maintenance covers a number of tasks concerning the animal population of the reef, the water quality and equipment, all with the aim of maintaining a healthy reef environment.

Livestock

This ranges from doing a head count to checking if any fish, corals or invertebrates have gone missing (best carried out during

regular feeding) and thinning out overgrown corals, to re-stocking invertebrate herbivores, as required. Any dead animal should be immediately removed before it has a chance to pollute the aquarium.

Water quality

Your customers should check the aquarium temperature daily and the salinity and pH weekly. Calcium, dKH and magnesium should be measured and recorded monthly, at the same time as monitoring nitrates and phosphates with the aim of preventing the undesirable growth of pest algae.

For a successful reef, it is essential to regularly monitor water parameters and correct them as the need arises. Emphasise the importance of test kits, recommend regular checks and pH, calcium, and alkalinity, magnesium, nitrate and phosphate.

Top-up evaporation losses daily with pure freshwater produced through the use of reverse osmosis (RO) filtration.

Carrying out partial water changes using a good quality salt mix – made up with RO water to limit the addition of undesirable nutrients – every one to two weeks will help keep the reef in good order and go some way towards supplying calcium and carbonate requirements in low stocked reefs, diluting any build-up of pollution. Where water

Reef aquariums

testing has shown a demand for calcium, carbonates and magnesium, your customers should supplement these through the use of additives or by adding a calcium reactor to the aquarium system.

Equipment

One item of equipment specific to the saltwater aquarium is the protein skimmer, which requires regular, possibly daily maintenance. The skimmer cup should be emptied as required, the skimmer reaction tube cleaned regularly to maintain performance, and the venturi periodically checked to ensure it is clear of salt build-up.

Customers should also strip and clean the pumps associated with the skimmer, feed pump and foam pump, at least twice a year.

Air-driven skimmers require the wooden air diffuser to be replaced regularly, as they swell up over time, reducing airflow.

Pumps and pipework need to be monitored and cleaned and a daily check should be carried out to see that all pumps are working.

Pumps should be serviced at least twice and stripped and cleaned, with customers remembering to clean inside the pipework at the same time.

Lighting

Cover glasses should be cleaned as necessary and lamps should be replaced at appropriate intervals. The regular replacement of lamps is of particular importance in the reef aquarium because of coral’s requirement for high levels of lighting.

Media and media reactors

In addition to filter pads for mechanical filtration and carbon, most saltwater aquariums also use a phosphate removal media in an effort to limit undesirable phosphates and silicates and these should be replaced as they become exhausted.

Specialised equipment

There is a lot of specialised equipment associated with reef tanks these days and if these items are employed, they will all require regular maintenance: Auto top up: The auto top-up reservoir should be refilled as necessary. Customers should periodically check that the float switch is operating correctly and strip and clean the pump every six months.

UV sterilisers: UV sleeves and lamps should be cleaned every three months to maintain the effectiveness of the unit. UV lamps should be replaced every six months or in accordance with the lamp manufacturer’s instructions.

RO equipment: If customers are generating their own RO water, they should regularly replace components of their RO system, membrane, pre-filter, and carbon filter. Replacement time for these components will vary according to

the volume of water being filtered and the condition of the local water supply.

Calcium reactor: Reef aquariums often include a CO2 calcium reactor to maintain the correct levels of calcium and carbonates for coral growth. Customers should check the drip rate/bubble rate daily. Every so often, pressure gauges should be checked to ensure they are set at the correct pressure and to see whether a refill is imminent. I’d suggest to your customers that they should have a small bottle of CO2 available to tide them over while their main CO2 bottle goes away to be refilled. Replace calcium carbonate media as it is consumed, taking the opportunity to clean and service the unit and any associated pumps at the same time.

Probes: If customers are using electronic probes to monitor parameters such as pH or redox they should be cleaned and recalibrated regularly for accuracy. These probes have a finite working life and should be replaced at the manufacturer’s suggested interval.

General cleaning

For maximum enjoyment of the aquarium the front viewing pane must be clean both inside and out. Cleaning the glass can be carried out with a hand scraper or a cleaning magnet. I prefer bladed cleaners to pads because they eliminate the danger of coral sand being picked up on the pad, which can result in scratches to the glass.

Clean away calcium carbonate build-up on equipment such as pumps and heaters, otherwise it can interfere with their efficient operation. Clean away any salt creep that accumulates over time, being careful not to let it enter the aquarium.

Reef aquariums that have been running for a year or more can suffer from an accumulation of organic detritus resulting in outbreaks of pest algae and cyanobacteria.

They can benefit from the occasional dose of heterotrophic bacteria which will break down this accumulation.

Cleaning tool kit

A collection of assorted brushes and sponges, plus a cleaning agent for the removal of calcium deposits is essential for maintaining pumps and other technical equipment such as reactors and skimmers. Many items of equipment including pumps, filters, calcium reactors and media reactors incorporate ‘O’ rings into their design. Customers must treat these with respect as their failure can cause items to leak. When servicing an item utilising ‘O’ rings it is important to check they are not breaking down with age – evident by the presence of small cracks on the surface.

Lubrication with silicon grease before reassembly is advised but Vaseline should not be used for this task, as it will degrade the material of the ‘O’ ring, potentially causing it to leak.

Customer retention is a big problem for the aquarium industry, with few customers staying in the hobby long-term. By educating your customers about maintenance, you increase their chances of success with their hobby and increase your chances of retaining them. A customer with a successful, well-maintained aquarium is a happy customer who may go on to upgrade to a larger aquarium or perhaps invest in additional ones, all to your benefit, in return for that little extra work.

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PATS Sandown 2012

The show must go on A key event on the pet trade calendar, PATS brings together people from the industry all under one roof

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ATS, the UK’s dual-venue pet trade show, is set to take place in spring and autumn for the first time this year. Following lengthy discussions with last year’s visitors and exhibitors, the decision was taken to stage the show at Sandown in March and then in Harrogate in September.

The first of the events – PATS Sandown will be held on 20 and 21 March at Sandown Park Exhibition Centre near Esher in Surrey, which is located within easy reach of London Gatwick and London Heathrow airports. It also offers easy access for the Channel Tunnel and already retailers from the Netherlands, the United States of America and Hong Kong have requested their free entry badges for the 2012 show. PATS will also welcome exhibitors from countries including Finland, Ireland, Spain, Italy, Germany, France and Belgium.

PATS Sandown has traditionally taken place in a single hall but with more exhibitors demanding stand space in 2011, the PATS team decided to expand this year’s show to two areas – Surrey Hall and Esher Hall.

Many improvements have also been made to facilitate visitor flow around the show including a new show entrance so, in addition to the familiar Surrey Hall entrance, there will be another registration and catalogue pick-up point directly into the Esher Hall.

Sandown’s car park staff will direct visitors to both entrances alternately and the free courtesy coaches from Esher railway station

will similarly alternate, which means half of the show’s visitors will enter via Surrey Hall and the other half via Esher Hall.

Free breakfasts (before 10.30am) and free sandwich lunches (between 1pm and 2pm) will be available to visitors from the catering points in Esher Hall on both days of the show; and hot food will be available in Surrey Hall as usual. To ensure visitors recognise that the show covers two halls, the signage to both halls has been significantly increased.

Throughout the two days, PATS show features will take place in both halls. The Retailers’ Choice display of PATS New Products will be situated in Esher Hall; and from its entries, the PATS Sandown New Product Award winners will be voted by visiting retailers and the awards presented at 2pm on 21 March. The PATS Grooming Point will feature state-of-the-art demonstrations in association with Groom Team England and free-to-attend seminars will cover topics such as getting more visitors from Google and how independent pet stores can thrive on the high street of the future.

Exhibitors at PATS Sandown 2012 include Arden Grange, Bern Pet Foods, Barking and Meowing Heads, Burns Pet Nutrition, Connollys Red Mills, Royal Canin and James Wellbeloved, Eurostitch, Group 55 (Animology), Hills Pet Nutrition, HG Gladwell, Liberta UK, Mars Petcare, Nestle Purina PetCare, Pooch and Mutt and Sharples & Grant.

PATS features free entry, free catalogue, free parking and free tea or coffee on arrival. A full and up-to-date list of exhibitors is available on www.patshow.co.uk, together with information on how to reach both venues, hotels in each area and regularly updated show news.

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PATS Sandown 2012

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Hem and Boo Hemmo and Co Ltd explains that it “has so much to showcase at PATS this year including new beds, toys, collars and leads.” Alongside the eye-catching, designed-inEngland Hem and Boo ranges there will be the new interactive Barking Mad MotionActivated Dog Heads and the New Rope toy range. The company is introducing a new, red, plain nylon colourway and the red tartan will be available in the larger one inch size – both by popular demand. The fun new Hem and Boo paws and bones design is available in red/black and black/pink. For cats there is the on-trend union jack in pantone colours and the very popular tartan design. Hemmo and Co will be able to guide customers through all the new collections and find the best show deal.

Information: www.hemandboo.co.uk Stand F14

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Crown Pet Foods

‘Ambition for the Specialist Trade’ is Crown Petfoods’ combination of tools for the specialist pet trade to drive sales, attract new customers and build loyalty. Focusing on service, footfall, education and loyalty, the company says, “the package offers retailers a great new way to drive business and increase the size of the highly profitable super-premium pet nutrition sector. “Key elements include in-store theatre to create excitement and build brand awareness; innovative voucher schemes which pay back within a week; and an education and information campaign for staff and customers alike, all designed to grow the market for the specialist pet trade.”

Information: 0845 300 4410 or www.crownpetfoods.co.uk Stand E3 (Royal Canin and James Wellbeloved)

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Bern Pet Foods Bern Pet Foods Ltd is the exclusive UK and Ireland distributor for the award-winning ORIJEN and ACANA biologically-appropriate dog and cat food brands produced by Champion Petfoods of Alberta, Canada. ORIJEN has been awarded ‘Pet Food of the Year’ (2011-2012) for the third successive year. Bern also distributes the ZiwiPeak brand of air-dried meats, canned foods and treats for dogs and cats and Purr & Simple all-natural, fragrance-free cat litter from the USA throughout Europe, which is 100 per cent biodegradable and comes from annually renewable resources.

Information: 01737 767 679 or www.bernpetfoods.co.uk Stand G11

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Dorwest Herbs Ltd Following the success of last year’s PATS Sandown, Dorwest will once again be showcasing its unique range of licensed herbal medicines and dietary supplements with a special feature on digestive problems. Its two top selling digestive products, Tree Barks Powder and Digestive Supplement Tablets, will be on special offer and its new Digestive POS items will also be available. Visitors to the Dorwest stand can enter a free prize draw to win a new Kindle, which is lighter, smaller and faster with built-in Wi-Fi. Information: 01308 897 272, trade@dorwest.com or www.dorwest.com Stand E11

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Liberta Liberta UK offers an extensive range of quality pet accessories and cages with new lines added continuously and some exciting special offers for 2012. Last year, it became a UK distributor for Karlie, offering the full 8,500 products in addition to its own Liberta brand of pet housing. Now it has added the comprehensive Flamingo range for cats, dogs, birds, rodents, reptiles and fish. Liberta says “it is confident it offers an unbeatable range at reasonable prices backed by excellent service.” The company will be launching Flamingo at PATS Sandown and giving away Karlie stock worth £12,000 at retail!

Information: 01379 870 148 or enquiries@libertauk.com Stand M3

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PATS Sandown 2012

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Arden Grange

Arden Grange will be exhibiting at PATS Sandown this year. Now in its 16th year, Arden Grange remains an independent, familyowned concern. The company says: “We continue to pursue our goal of providing pets with nutrition without compromise through high quality products. Visit the stand and speak to our staff about the benefits of stocking the range of naturally hypoallergenic, super-premium foods for cats and dogs.” There will also be special offers available to customers attending the show.

Information: 01273 833 390 or www.ardengrange.com Stand F15

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Hilton Herbs

This year Hilton Herbs celebrates 21 years of being a market leader in the manufacture of herbal remedies for animals. All products are formulated by Hilton Self Bsc MNIMH using medicinal grade herbs in a UFAS-accredited facility in Somerset, thus assuring full field-to-feed traceability of all ingredients. A tried-and-tested range of dog products in dry and liquid forms – and a recently launched range of liquid products for cats – is accompanied by a range of external products such as shampoos and wound creams.

Information: 01460 270 701, tradesales@hiltonherbs.com or www.hiltonherbs.com Stand R12

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Natural Pet Products Ltd As a niche wholesaler of natural and holistic foods and treats and supplements, Natural Pet Products also carries an eco-friendly range and a selection of products which have been carefully selected to benefit both pet and owner in day-to-day life. The company explains: “We believe that our range of products is of the highest quality and that the foods and treats that we supply are natural, nutritious and beneficial to pet health and wellbeing.” The following range of products on will be on show at its stand – Burns, Dr-Chew, House of Paws, Betty Miller, Natural Way, Grizzly Salmon Oil, Rok Strap and Barking Heads.

Information: 01926 311 514, trade@naturapetproductsltd.com or www.naturalpet productsltd.com Stand K1

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Brigadier’s Choice

Nurtured Pets will be exhibiting a wide range of products at Sandown including the popular Anti-ChewStrip, an effective deterrent to stop young puppies destroying household furnishings and it has also been successful at stopping cats scratching.

Anti-LickStrip Prevent is an effective nose and taste deterrent for dogs and cats to stop licking, biting and chewing minor wounds, insect bites, lick granulomas and hotspots. Customers can see the range and as a special PATS show promotion, the company is offering 20 per cent off all Nurtured Pets products.

Copdock Mill is pleased to announce the continued growth in its own brand, Brigadier’s Choice premium dog food. Manufactured by a leading premium pet food manufacturer and distributed exclusively by Copdock Mill, this product has seen rapid growth among Copdock Mill’s trade customer network. The company explains: “In its new eye-catching packaging, this premium high quality dog food offers a healthy margin for the retailer.” To find out more, visit Copdock Mill at PATS Sandown.

Information: 024 7630 2222 or sales@nurturedpets.co.uk Stand D12

Information: 01473 730 246 or info@copdockmill.co.uk Stand F10

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Nurtured Pets

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PATS Sandown 2012

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Davenport Burgess

Attending PATS for the first time, Davenport Burgess will be displaying a comprehensive range of pet and identity tags, along with the RX5 engraver, offering a cost-effective solution to engraving requirements. The company says: “The RX5 allows you to offer a complete range of engraving services and the flexibility to engrave onto practically any item, including pet tags, rosettes, trophies, pens, watches, headcollars and keyrings.” The company will also be demonstrating its key cutting packages which is “a simple and effective way of generating extra revenue from your store.”

Information: www.davenport-burgess.com Stand P5

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Hill’s Pet Nutrition Hill’s Science Plan Mini Light is a complete and precisely balanced food that helps mini-breed dogs achieve lifelong health. This new product has higher levels of L-carnitine, fewer calories and less fat* to address the increased risk of obesity among minibreed dogs and it is also suitable for sterilised dogs. The company explains: “By recommending Science Plan, you can be sure it is the very best your customer can do for their pet. In fact we’re so confident of that, if your customer is not completely satisfied, we will give them their money back.”

Information: www.hillspet.co.uk Stand H1

*Higher levels of L-carnitine compared to main competitors, based on on-pack declared values, as of July 2011. Fewer calories and less fat than our regular diets.

PetzLife

PetzLife Oral Care spray and gel help remove plaque and tartar on dogs and cats. The company says: “When used daily, the natural ingredients reverse oral disease, promote healthy gums, brighten teeth and kill the bacteria that causes bad breath.” The ingredients mix with the pet’s saliva when applied on the teeth and coat the teeth and mouth, so no toothbrush is required. The company adds, “the blend of grapefruit seed extract and other natural herbs and ingredients produces a safe and effective oral care maintenance programme especially for senior pets.”

Information: www.petzlife.co.uk Stand M14

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NaturVet

Natural Dogs is pleased to announce that the established NaturVet natural pet supplements and behavioural aids are now available in the UK and EU. The company says: “With over 114 different products designed to improve the lives of dogs, cats and horses, you can be confident that you will be able to satisfy your customers’ needs and foster long lasting loyalty.” Educational and POS material, coupled with product support, could help customers achieve healthy profits and pets. A PDF product catalogue with suggested cross-sales is available for download.

Information: 0208 841 5077, www.naturaldogs.co.uk or admin@naturaldogs.co.uk

Stand K8

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Group 55

Animology, the award-winning product range from Group55, continues to grow in stature. The company says: “It is one of few brands to have achieved admiration in equal measure from both the pet retail trade and the professional grooming industry.” Not resting on its laurels, the company has planned a significant programme of new product development in 2012.

This will include several new shampoo formulations, as well as the introduction of a range of professional grooming scissors, collars, leads and harnesses.

Information: 01772 786 864 or www.animology.co.uk Stand E7

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Business

Get web-wise Dean Benson from Visualsoft provides essential advice on AdWords and Analytics, explaining how they can help you get closer to customers that are ready to buy online

W

ouldn’t it be absolutely wonderful if every customer who entered your shop knew exactly what they wanted, knew that you stocked it and was ready to buy it? To achieve that goal is virtually impossible, but the internet is proving there are ways of getting closer to this dream and it’s all about gathering customer information and what you do with it.

The great advantage of websites over traditional high street shops is that when people enter your site and browse without buying, they still leave behind crucial information about themselves and their visit – whether they like it or not!

Gathering and interpreting the information they leave behind is

fundamental to helping you refine your online presence in order to target those visitors who are much closer to making a purchase than people who are just ‘window shopping’.

To help you gather and interpret this data, there are a number of business services and tools on offer. Here, we are focusing on three inextricably linked procedures which can give you competitive advantage and go a long way to helping you make your ecommerce offering a success – they are AdWords, Analytics and search engine optimisation (SEO).

Analytics and AdWords (which is paid-for) are services provided by Google, the undisputed king of internet search engines. So it’s important to start with Google and what it can offer your online

business. SEO is a process that you can carry out yourself but, once again, there are thousands of companies specialising in it as a business service.

Here’s how they work together:

There are two main ways of driving traffic to your site – traditional and online marketing/advertising combined with SEO. SEO is where your website is fine-tuned with keywords, phrases and tags that are going to show up in searches for animals and services related to your business. However, on its own, the search process can be very ‘hit and miss’ – both for you and potential customers. For example, a customer may have searched for an animal/service/product which

Business

This is where Google AdWords comes in. This service lets you buy advertising space on the internet search engine – you pay a ‘fee’ each time someone clicks through to your site as a result of the AdWords. For example, you could pay for a series of AdWords like ‘dog/cat food’ or ‘tropical fish’. However, as these terms are generic and broad, they could feature in many searches and, depending on your agreement with Google, could be very expensive without generating the level of sales to justify your outlay.

Clearly, another process is now required to refine your AdWords in order to better target customers. You need to gather data for analysis that will help you understand what is driving people to your site.

With Google Analytics you can gather precisely the information you require to feed back into your website and your products and into the SEO. Analytics show you key information about who is visiting your site, such as what search terms they used, whether they came direct to your site, the territory they are from and the time of their search/visit.

Here’s how it may work:

you have listed, but you didn’t stock in the right breed, colour or brand. The outcome is that you end up with low conversion rates because the traffic to your site is being driven by search terms that are far too broad. To overcome this, you need a way of driving the right sort of traffic to your site – people who have educated themselves (via searches) about the product(s) or animal(s) they want and are, therefore, much further down the road toward making a purchase.

You have just launched your website selling dog accessories – with a focus on personalised coats and collars – and want to drive traffic to it. You decide to invest in Google AdWords and choose several product names and generic industry terms to include in your paid-for search terms – you decide when you want to run the AdWords, and, most importantly, how much per day you want to spend on them.

This is crucial as you must set and keep to your marketing budget – in the early days or weeks you may spend more to gather

the data you require for refining your search terms.

To build a clear profile of visitors and their behaviour on your website could take at least a month but, by then, the combination of AdWords and the data harvested from Google Analytics will have provided enough market intelligence to enable you to refine your AdWords and feed that information into the SEO process. For example, you chose ‘dog accessories’ as one of your AdWords and it proved very costly with a low level of sales conversions. However, the Analytics show that if you changed the phrase, to say, ‘personalised dog coats and collars’ you would get fewer hits (reducing the AdWords costs) but a significantly increased customer conversion rate. In effect you would have cut out the ‘window shoppers’ that were costing you money and acquired serious shoppers ready to buy your products.

Crucially, the data collected by Analytics is real-time, which means that it enables you to respond to trends and sales spikes much more rapidly ensuring you are in the right place at the right time with the right product or service.

So, through AdWords, Analytics and effective SEO, you have a continuous circle of refinement which helps you streamline your business and puts you closer to the marketing dream that every customer visiting your site knows what they want, knows that you stock it and knows that they are ready to buy it.

Dean Benson has more than 10 years’ ecommerce experience as a founding director at Visualsoft.

Visit www.visualsoft.co.uk for more information.

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Classified

D I R E C TO RY AQUATIC LIVESTOCK

Manufacturing of rope leads

For advertising details and to download the latest issue please visit www.petgazette.biz Pond sealer

Advertise your Business Here.

Call our sales team now on 01206 767 797

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66

Voice on the highstreet

Voice on the highstreet Roy and Emma Dulieu,

owners, Paws by the Lake, Ambleside, Cumbria

Paws by the Lake is a unique concept: part pet supplies store and part gift shop for animal lovers. How did this idea come about?

As dog lovers we always enjoyed visiting pet shops to buy gifts for our dogs, such as toys, collars and beds.

We also enjoyed buying dog-related items for ourselves, such as paintings, mugs and T-shirts, so we thought we could combine a pet supplies store with a gift store, to offer the best of both worlds under one roof.

Are there any other similar stores in the area?

No. There are traditional pet shops in neighbouring villages but there is nothing similar to our shop.

What’s your favourite product that you currently stock?

What do you enjoy most about your job?

Our favourite product would have to be the unusual paintings we sell.

We display the work of a small number of artists, all of them with a different style to one another. It’s always a pleasure to see customers enjoying the experience of choosing a painting to take home. We also love the original handmade collars we sell, and it is always great fun when customers try out the many collar options available on their dogs when deciding which one to buy.

Getting to spend time with our lovely customers and their dogs. We love seeing people really enjoy the experience of visiting our shop.

A lot of our customers are tourists to the area and it is a pleasure to know that visiting our shop is part of the enjoyable memories of their holiday. Customer service is our priority, and wherever possible we focus on individual customers, getting to know them and their pets.

It is wonderful to have tourists who have visited us before return to us every time they come to the area. That is a huge compliment.

Who works alongside you?

The two of us work together; we have no employees.

You have a special focus on products for sighthounds, like greyhounds and lurchers. Why is this?

We have five rescue dogs of our own – including greyhounds and lurchers – and we are actively involved in sighthound rescue.

We understand how difficult it can be to get items for these dogs, so we wanted our shop to specifically cater for them and to supply quality whippet and greyhound coats, handmade martingale collars and leather collars for sighthounds. Also, we are passionate about animals – particularly dogs – and our home is full of ornaments, cushions and photographs of greyhounds and lurchers. We know there are other people who are as passionate about these dogs as we are.

What’s the biggest challenge facing retailers like you on a day-to-day basis?

Staying in business is the most obvious, combined with attracting local people to shop with us and not the local grocery supermarkets or pet supermarkets in the misdirected belief that they are getting a better deal.

What advice would you give anyone just starting out in the trade?

Find something unique for your shop to specialise in, something that you are knowledgeable and passionate about. There are so many other pet supplies shops to compete with, that you need something to make you memorable to your customers. Don’t try to copy other stores; find your own unique angle to develop.