October 2006 / Issue 12
Chairman's Message
Use Your Membership as a Tool for Success
By Andrew Messinger
Chairman of the Board, APPMA
Each of APPMA’s 900 plus members has its own unique business strategy that determines how it develops products and how it goes to market. Finding a company’s position in the market can be a challenge no matter how large or small the company is. However, what we all have in common is membership in APPMA, and we can all use the benefits of membership to help us formulate and fine-tune our strategies.
The resources available to APPMA members, including Global Pet Expo, the National Pet Owners Survey, APPMA’s exceptional website, a new educational webcast series and APPMA’s professional staff, are exceptional sources of valuable information. Member firms from multi-category public companies to single-product firms and niche marketers can all derive benefit from these resources.
Of course, the Global Pet Expo is the focus of the year’s marketing activities for most of our members. Here, we can find nearly all the important customers from the United States and beyond as well as most of our competitors. Getting the most out of our show experience requires doing some homework. Check out the online GPE Marketing Kit which is packed with suggestions on making the most of our show and maximizing exposure of our products. Entering your newest items in the New Products Showcase is a great way to get extra exposure, and to drive some new customers to your booth. It is also a fantastic opportunity to see the newest trends in products. Also, make sure to mark your calendar for Friday, February 23 to attend the GPE Networking Reception which provides an opportunity to meet people and talk in an informal setting away from the show floor.
Preparing or updating a marketing plan requires up-to-date data. The single best source of information about the U.S. pet products market and the behavior of pet owners is the National Pet Owners Survey (NPOS). Using this tool is the best way to quickly understand a new category or get more detailed data on markets in which you already compete. The 2007-2008 NPOS will contain even more detail than ever and will be expanded to include the equine category.
In the next year, APPMA will produce even more training and informational Web Seminars including technical and regulatory issues as well as marketing topics such as exporting and newly emerging matters that concern our members. These seminars can benefit a wide variety of individuals, so be certain that the right people in your organization are kept informed. Check the weekly APPMA e-updates for details.
The association continues to develop and improve its website, APPMA.org . Not only does the site help you plan for the GPE, this site is also an exceptional reference on legislative and regulatory matters. When preparing new product introductions or checking on the status of regulations, APPMA.org is a great source of up-to-date information. Our staff interfaces with government officials and representatives of other industry groups to keep this information current and accurate. APPMA’s staff is available by phone, email, or at industry events to support and guide you.
With increased consolidation at all levels, managing a business in the pet industry continues to present more challenges. Effectively using the resources that accompany your APPMA membership can help you meet your strategic objectives.