SuperZoo

super-zoo

Situation
Precise Pet Products, a brand division of Texas Farm Products Company, was debuting Precise Holistic Complete, a new line of holistic dog and cat food formulas at an upcoming industry pet show, SuperZoo. As this was the introduction of the product to retailers, media and consumers, Howard, Merrell & Partners needed to generate as much attention as possible.

Strategy
Howard, Merrell & Partners launched social media networks to promote the new Precise Holistic Complete formulas and drive traffic to its booth at SuperZoo. These sites would continue to bolster media relations, assist with customer service, strengthen retailer and distributor relationships, and drive website traffic throughout the year.

Tactics
Howard, Merrell & Partners launched various social networks leveraging the knowledge and relationships of the entire Precise team – both onsite in Nacogdoches, Texas (where Precise is made) and to the sales team across the U.S. – to gain support and content for the launch of the new brand. Howard, Merrell & Partners launched Facebook, YouTube, Flickr and Twitter accounts several weeks before the tradeshow to raise awareness, in addition to launching a blog, The Dish, to serve as a hub for all information. Through engagement with media, consumers, retailers and distributors, the team teased the upcoming line and invited all to come by the SuperZoo booth. For those not at the tradeshow, real-time updates from the tradeshow floor were tweeted, along with daily blog post recaps covering the show’s activity with videos and photos.

Results
At SuperZoo, show attendees stopped by, having heard about the new Precise Holistic Complete formulations on social networks. Beyond SuperZoo, Precise’s social media tools have resulted in ongoing engagement with media, consumers, retailers and distributors, and increased traffic to the Precise website. A month and a half after launching its social media channels, Precise received 16 blog comments, 35 Twitter mentions and 136 Facebook interactions. In addition, retailers have told Precise sales team members that consumers come into their stores for more information on Precise Holistic Complete after seeing information via social media.