Here are case studies on four New Products Award winners, who reveal how they have benefitted from their success at PATS Sandown in March.
Case Study No 1: Collarways – Winner of Dog Accessory Product with Zogoflex Toppl, PATS Sandown 2015
How did you react to winning a New Product Award at PATS Sandown in March? We were very pleased that West Paw Design's Toppl treat toy won the Dog Accessory Product. There was a high standard of entries but we were confident in entering the new toy as we, and all of our dogs, know it’s great product.
Has the award helped your business? Winning the award had an instant impact for both the winning product and for interest in Collarways. We were incredibly busy at the show and have seen a great increase in sales and interest in the brand as a result.
How have you used the win to promote the product? The press coverage after PATS Sandown has been good and we are still reaping the benefits from publishing our own press release. We use the graphic supplied by PATS, stating that we are a winner, on our website and in our marketing material. We proudly display our winning plaque in our showroom.
Will you enter the New Product Showcase at PATS Telford? We will definitely be entering some of our new products for PATS Telford, but at the moment they are a closely guarded secret. One of our ‘problems’ is that we represent so many great brands so selecting the accessory products that we feel are the best can be a tough job.
Case Study No 2: Group 55 – Winner of Grooming Product with Animology Mane Tamed, PATS Sandown 2015
How did you react to winning a New Product Award at PATS Sandown in March? There is always a great sense of achievement when a product that you work so hard to get right, is recognised for its quality. There is some really impressive product development within the UK pet market and we know the products are put through a tough judging process and we also know the quality of the other products in the category, so to come out on top was a great feeling.
Has the award helped your business? Our new product development programme is extremely thorough so before any product launch we are always confident that the product delivers advancements within its particular category; we avoid ‘me too’ products. Winning a new product award at PATS signifies recognition from industry experts which adds further credibility to the products and the business as a whole. This in turn gives our customers complete faith in the product both domestically and throughout our network of international distributors.
How have you used the win to promote the product? From the moment the product won, we were proud to be displaying the award on our trade stand at PATS Sandown. The week following PATS, we launched press releases to trade and consumer magazines around the world. We also secured editorial space in the two main equine trade magazines, and having won the award, there was no better way to launch the product to the trade. We also include the award on all point of sale and promotional material that we send out to customers, as well as making our Animologists aware of the achievement through our website and social media sites.
Will you enter the New Product Showcase at PATS Telford? Our investment in new product development has never been greater and we are now working more than 18 months in advance of product launch. So, yes. Not only do we have new products and brands to launch at PATS Telford, but we already have products scheduled for launch at both Sandown and Telford in 2016. We will of course be entering them into the New Product Showcase.
Case Study No 3: Marriages Specialist Foods – Winner of Bird Product with ‘Carry Home’ Poultry Range, PATS Sandown 2015
How did you react to winning a New Product Award at PATS Sandown in March? It was a great feeling. We had worked so hard on the 7.5kg carry home bags, to have a range that would work for the consumer, who only had a few birds in their garden and also for the retailer to have striking packaging that looked great on shelf selling itself. It meant so much to us as a company that the judges, having a retail background, picked our product for the reasons we were striving for.
Has the award helped your business? It is the perfect selling tool for marketing whether advertising or as a sales rep going into a call. It is always a great talking point when you have an award-winning product to be proud of. Marriages prides itself on being innovative and offering quality and value, meaning more sales and profits for our retailers.
How have you used the win to promote the product? Our advertising campaign post PATS was designed around the award. We’re working on an advert now that carries both our PATS awards. I feel it gives retailers a confidence when dealing with an award winning company.
Will you enter the New Product Showcase at PATS Telford? We wouldn’t want to spoil the surprise.
Case Study No 4: Cambrian Petfoods – Winner of Dog Food and Treats with Gelert Country Choice Dog Trays, PATS Sandown 2015
How did you react to winning a New Product Award at PATS Sandown in March? We were delighted with our award for Best New Dog Food product at the PATS Sandown show. It was the perfect result following months of hard work by the product development team.
Has the award helped your business? The award has been a fantastic platform from which to accelerate distribution and sales of the new Gelert Country Choice range within the specialist pet trade, and regularly features in “what to stock” features in trade publications. Country Choice sales are going from strength to strength, and we look forward to another successful PATS show in Telford in September.
Will you enter the New Product Showcase at PATS Telford? Nothing to reveal just yet.