Transcript Pet Specialty Demos

Nature’s Recipe Event Training
July 2007
Why Feed Nature’s Recipe (NR)?
“Nature’s Recipe is a safe, all-natural, super
premium nutrition food that promotes easy
digestion and helps pets avoid food
intolerance”.
Nature’s Recipe has “all of the Good. None of
the Bad”.
Key Nature’s Recipe Features
• All-Natural
– Natural ingredients that haven’t been compromised with by-products
or artificial preservatives, colors and flavors
• Easy Digestion
– NR leaves out problematic ingredients commonly found in pet
foods that may cause pets to develop food intolerance if fed over
time:
 Dog food products contain NO WHEAT, BEEF or CORN
 Cat food products contain NO WHEAT or BEEF*
– Carefully selected protein and carbohydrates, all chosen for
easy digestibility
– Works in harmony with your pet’s system, so you can avoid
potential problems caused by common pet food ingredients
* Nature’s Recipe Cat Food varieties contain corn because corn is not considered a source of
food intolerance for cats and is critical to deliver palatability levels.
Key Nature’s Recipe Features
• Premium Quality
– High quality proteins such as lamb, chicken, turkey, venison & fish
– Carefully selected carbohydrates, including ground rice, cracked
barley & oats
– Essential vitamins and antioxidants to help promote a healthy
immune system
– Balanced levels of Omega 6 & Omega 3 fatty acids to promote
healthy skin and a shiny coat
Nature’s Recipe - Dog
Nature’s Recipe provides canned & dry formulas
for every life stage, for dogs with special needs
and diets for specific breeds.
Nature’s Recipe - Dog
Life Stage Formulas
• Puppy, Adult & Senior
– High quality lamb meal as the #1 ingredient
– Carefully balanced with vitamins and minerals
– Contains rice, oats and barley for easy digestion and manageable
stools
– Essential antioxidants to promote a healthy immune system
Nature’s Recipe - Dog
Special Needs Formulas
• Healthy Skin – Venison and Vegetarian formulas
– Unique protein sources (venison & vegetables)
– Excellent daily diet for dogs with allergic reaction to standard protein
sources
– Vegetarian formula is lactose-free
• Easy to Digest - Lamb Meal Rice & Barley, Chicken Meal
Rice & Barley and Fish Meal & Potato formulas
– Wholesome grains like cracked pearled barley and rice help promote
gastrointestinal health
– Tomato Pomace as a natural fiber source to help control gas
problems
Nature’s Recipe - Dog
Breed Specific Formulas
• Terrier - Customized kibble shape, controlled copper & zinc
for healthy skin and immunity
• Toy
– Customized kibble shape and a managed protein source
– Potassium chloride electrolyte source helps control heat stress and
maintains normal urinary tract function
Nature’s Recipe – New Item
• NEW Farm Stand Selects (for adult
dogs)
– High quality turkey is the #1 ingredient
– With a delicious blend of real fruits and
vegetables that you can see in the mix These are the same dried fruits and
vegetable pieces that you eat (human
grade)
 Apples
 Cranberries
 Carrots
 Peas
– Natural source of phytonutrients and freeradical fighting antioxidants that help
maintain a strong immune system
Nature’s Recipe – New Item
• NEW Large Breed – Puppy and
Adult formulas
– Glucosamine and chondroitin to help
maintain healthy joint function
– Balanced levels of selected fiber
sources plus natural prebiotics from
chicory to support healthy
gastrointestinal function
Nature’s Recipe – Cat (PETCO Only)
Nature’s Recipe dry and canned cat food provides
safe, all-natural, premium nutrition that promotes
easy digestion and helps cats avoid food
intolerance.
We never use beef or wheat in our cat formulas.
Nature’s Recipe – Cat (PETCO Only)
Life Stage Formulas
• Adult
– Contains essential antioxidants that promote a healthy immune
system
– Fortified with taurine to help promote clear vision and a healthy heart
– Crunchy morsels to help prevent tartar build-up
• Senior
– Contains 15% less fat than the NR Adult Formula
– Fortified with taurine to help promote clear vision and a healthy heart
– Crunchy morsels to help prevent tartar build-u
Nature’s Recipe – Cat (PETCO Only)
Special Diet Formulas
• Urinary System
– Contains low ash meals and selected mineral sources to help
maintain urinary health by reducing urinary pH
• Hairball Control
– Natural fiber sources help remove ingested hair safely and naturally
• Weight Control
– 30% less fat and 10% fewer calories than Nature’s Recipe Adult.
Nature’s Recipe – Functional Dog Treats
• Nature’s Recipe complements its Dog and Cat food with a
line of Great Tasting Dog/Cat Treats.
• Nature’s Recipe launched three Functional Treats in 2006.
– Skin & Coat Treats: Enriched Omega 3 and Omega 6 Fatty acids
plus Vitamins to help promote a healthy skin & shiny coat
– Teeth & Breath Treats: Unique dual action formula fights tartar and
freshness breath. Refreshing Spearmint flavor.
– Joint & Hip Treats: Unique blend of
ingredients including glucosamine
and chondroitin to help maintain joint
health
Pet Food Recall
“Nature’s Recipe products are NOT part of the recent
nationwide pet food recalls.”
“The safety and nutritional quality of our pet products is
our top priority. All of our Nature’s Recipe products are
safe and nutritious. And as pet parents, you should
continue to feel confident feeding our Nature’s Recipe
products to your pets.”
Pet Food Recall
• Nature’s Recipe products do not contain Wheat Gluten,
Rice Gluten or Rice Protein Concentrate (especially if
asked about Natural Balance recall)
• There is no melamine in our wet or dry products.
• Unlike many other premium pet foods, Nature’s Recipe® pet
foods have only highly digestible ingredients - never beef or
wheat - plus the right combination of vitamins, minerals
and essential nutrients.
Now that you know about the product, lets talk about your event.
What are CLA’s expectations for this event?
How will you prepare for you event?
How will you sell Nature’s Recipe?
How will you report on this event?
When are your reports due?
Event Planning
To better prepare for this event, think through your goals.
Who is the target audience for this event?
Cat Owners
Dog Owners
What is your main goal for this event?
To inform the audience about the product and prompt further discussions.
To convince the audience to make a decision and take action.
To drive sales for Nature’s Recipe.
What main points will you use to achieve your goal?
This product meets a specific dietary need for the user’s pet
This product is new and/or unique in its category
How much time is available to present the event?
The average consumer spends 2-4 minutes listening to a product demonstration.
What equipment and setup is needed to give the event?
Table, tablecloth, product, coupons, samples (if available)
Event Planning
Outline the steps of the event.
Plan out what you will do and say.
Practice 3 times to ensure that your presentation is smooth.
Make sure you have the right products for your presentation.
Make sure you have enough time to deliver your presentation.
TIP: Imagine that you are in the audience.
Do you understand what is being shown at each step?
Is the event too fast? Too slow? Too long? Are you interested?
What are your questions or concerns?
Do you strongly disagree with any points?
What main points will you use to achieve your goal?
Event Planning
Anticipate Questions.
Write down a few common questions that you expect to be asked, and good
answers.
Example:
How does this product compare to others in this category?
How much do I need to feed my dog or cat?
What are the top 3 ingredients of this product?
How will using this product help my pet?
Perform a self-evaluation.
Use the following questions to help you evaluate your event.
Are you making the right points in the right order?
Can it be presented in the available time?
Does the event end effectively?
Event Planning
Prior to your event date, CLA asks that you:
•
Call the Store Manager and introduce yourself. This should be completed at least
1 week prior to your first event. You will want to advise the Store Manager of your
schedule for all 4 events.
•
Provide your District Manager with your schedule, if you have not done so
already.
•
Confirm with your District Manager receipt of your name badge, Project Report
forms, Time and Expense Reports, this presentation and the event kit.
•
Make sure you have purchased a card table (no more than $30) and a tablecloth
(no more than $2) for your event. These expenses will be reimbursed to you after
you have completed 3 events for CLA
Dress Code
All CLA employees must portray a professional image when performing an event. As
such CLA expects the following dress standards:
•
Dockers style pants (khaki or solid color)
•
A solid color polo or other collared shirt (no logos)
•
Nature’s Recipe Apron
•
Closed toe shoes (nice tennis shoes are OK)
•
Name Badge
•
No jeans, shorts or T-shirts
•
Any facial piercings must be removed during the event
Store Arrival
Part of portraying a professional image is being punctual and courteous. CLA
expects that you will:
•
•
•
•
Arrive on time!
Introduce yourself to the Store Manager and staff.
Sign into the CLA Binder and Vendor Log Book
Check in for your event using IVR.
**If you do not check in using IVR, you will not be allowed to enter a report
for this event.
– Call 1-888-878-9804
– Enter your employee number
– Choose check in
– Enter the project ID
– Enter the chain number
– Enter the store number
Setting Up
Ask the Store Manager for the best location to set up your table. An optimal
spot would be in front of the Nature’s Recipe dog food section.
To set your display,
– Place your tablecloth over the table.
– Arrange an assortment of Nature’s Recipe products on your table.
– Place a selection of brochures and coupons on the table. Be careful
not to place all of the coupons on the table at once. You want to have
enough to last throughout the event.
– Be creative! An attractive display table draws more customers.
Approaching Customers
•
Greet each customer. Sometimes a simple “hello” is all it takes to open a
conversation.
•
Always acknowledge the pet.
•
Use open ended questions to segue into a discussion about the product.
– Example: What type of pet do you have?
What do you usually feed your pet?
•
Determine the customer’s needs and relate the features and benefits of the
product best suited to meet those needs.
•
Have the product, product information and coupons readily available for the
customer to see.
•
If the customer is interested in trying the product, offer them a coupon.
Making A Sale
Don’t be afraid to ask for the sale.
- Ask the customer if he/she would like to try the product today and benefit by
using a coupon?
- If so, take the product off the shelf for the customer and put it in the cart.
- Let the customer know the product is fully refundable if they are not completely
satisfied.
- Thank them for their time!
If the customer is not interested in the product, politely thank them for their time and
remind them that you will be in the store for the remainder of your assigned time
in case they have additional questions or change their mind.
Event Quality Assurance
•
Always check in and check out with the Store Manager.
•
Only discuss the manufacturer’s products that are being demonstrated.
•
DO NOT TALK DOWN OTHER BRANDS!
•
Do not stop someone who already has a competing brand in their hands or
cart.
•
You may be “shopped” during this event by a CLA Representative, a Mystery
Shopper, or a representative from Del Monte.
•
Be sure to engage in conversations with all customers as you will not know
when you are being “shopped”.
•
Be friendly and knowledgeable about the products.
We want you to be successful!
Event Closure
•
•
•
Remind the Store Manager when you will return for your next event.
Sign out of the CLA Binder and or Vendor Log Book.
Check out of your event using IVR.
**If you do not check out using IVR, you will not be allowed to enter a report for this
event.
– Call 1-888-878-9804
– Enter your employee number
– Choose check out
– Enter the project ID (the project ID will change each week so be sure to bring your most
current project paperwork)
– Enter the chain number
– Enter the store number
•
At the end of all your events, give any remaining coupons and brochures directly to the
Manager.
•
Enter your Project Form information onto the web site within 24 hours of completing your event.
Keep the Project Form for 3 months for your records. Remember to include any comments
about the event in your report. This is a requirement for any event. Submit your time sheet by
noon on Sunday for any events performed that week.
Entering Reports
• Log in to www.sitesurveymanager.com
• All of your scheduled assignments will be listed under Scheduled
Assignments
• To report on an event, click the Survey link. This will open the Project Report
for this event.
• Once you have entered your survey, click Submit
• Once the survey is complete, you will receive a confirmation number. You
will want to write this number on your Project Report for future reference.
Entering Reports
Remember:
Your reports are due within
24 Hours
of the completion of you event.
We appreciate your time in viewing our
presentation and hope this helps result
in a successful event for you, the retailer, Nature’s Recipe, and
CLA!
To access the NR Event Quiz, follow this link:
http://www.quia.com/quiz/1066337.html
You must pass with a score of 80% of better before you will be
allowed to conduct an event for Nature’s Recipe. After 2
unsuccessful attempts to pass the quiz, the system will
lock and you will need to contact your DM or EC for
access.