To increase brand awareness and demand for goods among end customers we conduct whole range of marketing activities. It includes advertising in media, participation in animal exhibitions, activities within Club Breeders Valta.
Advertising in media
To promote partners’ products we use media, which are well-known among veterinarians, professional breeders, pet owners, and pet business owners. These includes “Moi drug sobaka” (Dog is my Friend), “Moi drug koshka” (Cat is My Friend), “Zoobusiness v Rossii” (Russian Pet Industry), “Zoorynok” (Pet Market), “Sovremennaya veterinarnaya meditsina” (Modern Veterinary Medicine), Journal of Small Animal Practice, as well as many others.
In addition, since 2007, we successfully publish our own Hvost News newspaper. This quarterly information and advertising newspaper is distributed for free at special exhibitions, in pet stores, veterinary clinics and pharmacies, breeders clubs, kennels, as well as in our branches and sales representations. Archive of the newspaper is available on its official website.
In this newspaper pet owners can find useful information about proper care and feeding, as well as learn about the latest news in Russian pet industry. At HvostNews web site everyone can ask questions to veterinary experts of our company.
Thus, we not only inform target audience about benefits of products, but also foster a culture of manufacturers’ brands.
Participation in animal exhibitions
We sponsor all major animal exhibitions – Eurasia, Russia, Golden Collar, Catsburg, Pet in Palm and many others.
Among the major cats exhibitions we want to highlight our own project – International Feline Festival EXPOCAT. Its history began in 1999, when the tradition of cat shows in Russia was in its infancy. EXPOCAT laid the foundations for conducting such events in our country and within 15 years it has turned from a small exhibition into one of the largest cat shows in Europe. Since 2010, the festival is held at Crocus Expo, the largest Russian exhibition centre. Number of participants is constantly growing and has been long more than 1400 exhibitors. Annually EXPOCAT brings together under one roof the world’s leading feline associations: WCF, CFA, TICA, FIFE, WCA.
Traditionally, program of the festival includes competition of cats in beauty and grace for international titles and honorary title EXPOCAT of the year, exciting contests, intellectual games and workshops for children and their parents (children’s playground), performance of theater “To li ludi to li kukly” (Whether People or Dolls), etc. Since 2011 an integral part of the festival is We’re Orange flash mob: every guest who comes to the exhibition in orange gets a pleasant surprise from the general sponsor – Iams.
Traditionally major pet industry players show their products within the exhibition. For them EXPOCAT is a wonderful platform for selling products, informing target audience about portfolio updates and attracting new customers.
Over the years International Festival EXPOCAT rightfully became one of the major holidays of the year for cat fanciers.
We pay great attention to organizing and conducting charitable activities and provide assistance to animal shelters.
For many years within our Expocat International Festival we successfully conduct Find Yourself charity campaign, which is actively supported not only by concerned citizens, but also by well-known writers, actors and artists. Key objectives of this campaign a recollecting food for cat shelters, finding homes for cats, and improving culture of interaction between people and animals. During existence of Find Yourself campaign have been found owners for several dozen of cats, more than 3 tons of IAMS cat food, as well as veterinary drugs, cat litters and other products for cat care have been allocated to cat shelters.
In addition, our team indifferent to the fate of stray animals actively supervises and conducts charity events in the shelters of capital and regions. Not so long ago we started to support Ticket Home campaign, where owners for pets from Call of the Wild shelter were found abroad. Thus we not only help pet owners to make pets’ life happy, full, healthy and long, but also to find each other in the vast world!
We also successfully support non-specialized activities – charity exhibitions. This year we were a partner of Woof charity art exhibition. During the exhibition 1000 kg of Eukanuba dog food were collected and given to Woof dog shelter in the Moscow Region.