Mandalay Bay • Las Vegas, Nevada September 9, 10, 11, 2008 Show hours: Tuesday: 10-5, Wednesday: 10-5, Thursday: 10-3 For information call: 1-800-999-7295 or email: info@SuperZoo.org

2008 CLASSES-AT-A-GLANCE .

SuperZoo University 2008 encompasses 5 Core Modules, designed to provide pet retailers with the framework and tools that, along with great products, will enhance the success of pet retailers worldwide.

The 2008 SuperZoo University Curriculum is continuously expanding. SuperZoo University is a WWPIA production and is located at SuperZoo – The National Show for Pet Retailers™. All classes are free of charge and honor a first-come, first-serve basis. Register Today!

“World Class Retailing”
      Arnie Capitanelli, III - The Friedman Group
Arnold Capitanelli, III, Sr. Vice President of The Friedman Group, will deliver a powerful presentation on World Class Retailing, a realistic perspective on how to maximize the performance of your staff and stores. His high-charged, senior-level overview of the most widely used management system in retail today will give you direction and examples of how to become a high-performance “world class retailer” and take your business from surviving to thriving, or from doing well to doing exceptionally well. In these challenging economic times, here’s an opportunity to get the best advice available on the subject of increasing sales performance, from retail’s preeminent consulting organization.

You’ll learn valuable insights on holding your staff accountable for their performance, the right way to handle variation and deviation from best practice standards, moving your store culture from a “have-to” to “want-to” environment, how to turn your sales staff’s “helpfulness” into high performance selling that results in more repeat and referral business, and more. No theoretical concepts, just eye-opening, real-life, here’s-how information that each year results in millions of dollars in sales increases for retailers just like you.

“Are You Working IN Your Business or ON Your Business!”
      Andrea Fredrickson- American Institute of Management
No matter the size of your business, as a business owner it is easy to get caught in the reaction mode of running the business day to day. You spend your time reacting to the events and crisis of the day. Whew! That’s exhausting! Learn how to put together the systems and processes so that you are running the business rather than the business running you.

“Isn't It Time to Make More Money”
      Mort Brown- The Retail Consulting Group, Inc.
Running a successful “pet center” requires an understanding of the bottom line, and the bottom line is THE NUMBERS. This seminar will teach you how to best allocate your store’s budget dollars on rent, advertising and staffing. It will give the entrepreneur the formulas needed develop a successful business plan and strategy and enhance your ability to identify your bottom line and start making more money. Bring your questions, and share in this stimulating and interactive experience.

"Pet Store Pro™ Better people. Better pets."
     Pet Industry Distributor Association
Pet Store Pro™ is a free, online training program that teaches basic skills to succeed in a retail pet store. Help pet enthusiasts become effective salespeople with fundamentals on basic pet care and maintenance, customer service, selling strategies and merchandising techniques.
Convenient, easy and fun to use, the program is accessible from any computer with an Internet connection and suitable for online or offline study at the store or at home. Pet Store Pro is free to pet retailers -- no registration fees, no subscription fees and no advertising. Brought to you by your distributor partners and the Pet Industry Distributors Association.

"Protecting Pets & The Pet Industry"
      Marshall Meyer- PIJAC
It goes without saying that without pets we would not have a pet industry. Join Marshall as he introduces you to the dynamic protection plan that the Pet Industry Joint Advisory Council has developed for your business and the pet industry. Discover ways to get involved and be informed about the past, present and future of protecting the pet industry!

“How to Make Your Store the Chosen One”
      Dave Ratner- Dave’s Soda & Pet City
In this fun and interactive seminar we will learn simple and cost effective ways to make sure your store is the one customers choose. Together we will cover what consumers expect, what pleases them, what really annoys them, and how simple adjustments and understandings can increase your traffic and improve your business. PS. We will also steal a bunch of ideas from the big boys that we “indies” can put to use as soon as you get back from your Las Vegas trip.

“10 Merchandising Secrets for Pet Retailers” (1 hour session block)
      Chris Miller- Pacific Store Designs
Chris Miller, President of Pacific Store Designs Inc. will share 10 of his most effective design and merchandising "Survivor Secrets" that you'll be able to take back to your store and implement immediately. He will also share his "Recession Proof" low cost - no cost ideas that will allow any shape or size retailer 10 new ways to increase their bottom line.

“How to Get Your Customers to Spend More"
      Dave Ratner- Dave’s Soda & Pet City
Think about this. If every customer came back to your store just one more time this year, you would have a pretty good increase. Not only that, if your customers each spend a couple of more dollars in your store every time they were there, you would have another good increase. In this session we will identify some easy ways to make sure BOTH scenarios happen.

“Your Pet Business Is Show Business"
      Anne Obarski, Merchandise Concepts
Your customers rate your “performance” every time they come in contact with you and your business. Their critique starts with what they see, hear and experience. We'll explore how color, lighting, inventory control, merchandising, smells, sounds and well-trained “actors” are all part of the retail stage. You'll discover important display techniques that successful retailers use to create add on sales. Putting out new stock will be more than just, "where should we put it"?Forget the flair for fancy merchandising, after this session; you'll learn simple ways to maintain your "stage" that will make a big impact on your audience.

"Reinventing Your Aquatic Business: A Multilevel Approach"
      George Blasiola- Aqua-Sphere Research
Reinventing your aquatic business begins with an overall assessment of the way you currently conduct your aquatic business. The aquatic segment of the industry has undergone profound changes in the past decade with increased competition from other industry businesses as well as competition from outside the industry. The seminar will address such topics as in-store husbandry, employee training, livestock selection, developing effective department displays, marketing tips, developing an electronic newsletter and innovative ways to promote your aquatic business to attract customers to the aquarium hobby.

"A Bird’s Eye View of the Pet Marketplace"
      David Sprinkle- Packaged Facts
Drawing on market research by Packaged Facts, this seminar looks at pet market opportunities and constraints in light of the current economic slowdown. With inflation, housing, wage, and credit trends impacting a growing swath of American consumers, we'll discuss month-by-month channel choice data for key retail sectors and categories, including pet. We'll then focus on pet retail and product trends in the wake of the spring 2007 pet food recall, and the related target marketing of affluent pet owners, pet "parents," aging pet owners, and "metropetuals."
This informative presentation with conclude with a checklist of long-term pet market trends worth buying in to, focusing on pet humanization and a holistic approach to pet health and well-being.

“Retailer Survivors Share their Secrets to Success” (2 hour session block)
      Networking Session with Chris Miller
Come meet 4 different retailers from specific niches within our retail pet industry. These panelists will share the "Real World" tactics that continue to keep them on the cutting edge in our every-changing retail marketplace. Whether you're a pet boutique or a full-line store with or without animals, you will learn a lot from this forum. It will be moderated by Chris Miller, the nation's leading Pet Store Designer, with over 3000 stores and 30 years of experience.
Learn from your peers and competitors found nowhere else in the pet marketplace! Topics discussed will range from Advertising and in store promotions, Employees, Inventory, Store Design and Merchandising to "WOW factor" ideas to implement into your store.

“The Power of PR…for Retailers”
      Michael Olguin– Formula PR
The pet store down the street holds a weekend event that draws throngs of pet owners, which then goes on to grace the pages of the local newspaper and the evening news. Meanwhile, you’re left wondering, “How’d they do that, and how do we do that for our store?” The answer has everything to do with marketability. If you’re looking to extend the reach of your business, increase foot traffic and ultimately drive sales, this class is for you. Designed specifically for pet retail stores, “The Power of PR” will show you how to create a buzz within your local community and the marketplace by using simple grassroots marketing strategies, easily executable in-store events and effective relationships with your local news media – all designed to lead you down the path to standout success.

“PR 101…for Manufacturers”
       Michael Olguin– Formula PR
Even the most ground-breaking new pet product will go unnoticed without a strategic PR program in place to help it garner the attention it deserves. This session will arm you with the information you need to effectively announce new products to the media, the marketplace and consumers. We’ll guide you through the art of storytelling and show you how delivering a consistent message or story will enhance media attention, leading to consumer interest and sales success. Not sure you have the time to devote to creating and driving messaging or cultivating media relationships? We’ll also discuss tips for hiring a public relations agency – what to look for in experience, industry expertise, media connections and ability to deliver on strategy to create significant measurable results.

“Make Your Store a Sales Machine”
      Barry Berman- NexPet
The difference between so-so results and financial success can lie with the selling skills of a store's owner and employees. This session will take you through the key techniques you and your staff need to achieve optimal sales results.
Topics include opening personal conversations, asking productive questions, demonstrating products, closing tactics, and handling objections and discount requests. We'll discuss staff attitudes to selling and ways of doing product training. Even if you are a sales expert, you'll take back to your store a course you can easily administer to your staff.

“Small Animals. Big Potential”
      Micah Kohles, DVM- Oxbow Animal Health
Although the category is labeled “SMALL” animal there is BIG potential for expanding your customer base, enhancing your knowledge and increasing your sales in this rapidly growing category.
Learn the basics of small animal nutrition and how that knowledge can improve the health of small animals and dramatically increase your small animal transactions!

“Enriching Your Avian Profitability"
      Dr. Scott Echols, DVM. Westgate Pet & Bird Hospital
Pet bird physical and foraging enrichments have become the latest craze- and for good reasons. Numerous studies support the role that environmental enrichment has on the well-being of many animals including pet birds. These enrichments include foraging toys; climbing, swinging and perching toys; tree stands for outside the bird cage and cages designed to provide a more natural environment for captive birds. When properly used, enrichments can reduce stress and some abnormal behaviors and help pet birds become more interactive and accepted family pets
This discussion will cover some of the background behind various enrichment options for pet birds. The different enrichments will be covered to help those interested in weaving through the maze of products available. The ultimate goal is to find appropriate products that end up in the consumer’s hands.

“Capitalize on the Dietary Supplement Industry”
      Dr. Scott Echols, DVM. Westgate Pet & Bird Hospital
Alternative medicine, including dietary supplements, has made its way to the headlines and homes of up to 80% of the US population. The drive to look and feel younger has spurred a wellness industry that is expected to reach $1 trillion by 2010. As people have become more conscious about their health, they have extended their ideas to their pets. The dog food scare of 2007 has brought a significant change to how many people feed and supplement their pets. Perhaps the biggest change has been a switch to alternative pet foods and dietary supplements.
While dietary supplement sales for pets have soared, there is much to learn about the category. This presentation will outline the dietary supplement industry and how supplements, based on scientific research, can benefit pets. Specific guidelines for selecting dietary supplements will also be given to help you confidently deliver high quality products to your customers.

“Reptile Boot Camp”
      Gary Bagnall & Shane Bagnall- Zoo Med Laboratories, Inc.
The reptile category is one of the fastest growing animal segments in the pet industry. If you are ready to take your reptile business to the next level you cannot afford to miss this session. You will learn new techniques for displaying, selling and educating your rapidly increasing reptile customers. We will build on the basics of reptile management and teach you ways to immediately enhance your business!

“Pet Food: What is in the Bag?”
      Dr. Robert E. Bray –Bray Animal Nutrition
Today’s marketing propaganda makes it difficult to properly evaluate pet food. Dr. Bray will walk you through a pet food label – explaining what it tells you and what it doesn’t, outline key ingredients and introduce you to the basic nutritional requirements of our industry’s companion animals. This informative session will improve your ability to select quality products and properly guide your customers.

“Make More Money Online"
      Gene Sower, Samson Media LLC
The days of passive Yellow Page ads and newspaper advertising are over. Intrusion marketing, shot gun approaches to lead generation and other hit or miss approaches are dead. Learn how search engine optimization techniques, combined with email marketing and Internet marketing videos, can provide a powerful and trackable marketing mix that will give pet retailers control over their marketing dollars. These are all techniques that retailers can use to target only relevant customers who are looking for what they have to sell. No more scatter shot approaches. Internet marketing allows for a laser-focused approach that is completely quantifiable, permission-based, and in many cases a one-time cost that, once in place, continues to generate leads for months and even years at a time.

“You Built a Website – Now Let’s Grow It!"
      Joseph Knecht, i2rd and Vipa Solutions
A successful website must have a strong mix of targeted content, product information and value-adding services. As pet retailers, such as yourself, become more comfortable with growing their businesses online your need to understand strategies such as dynamic content, eCommerce, tracking your website traffic and marketing and promotion through virtual customer interactions is a must.
Join us to learn how to take your website to the next level in a way that engages customers and entices them to come back and shop again. Soon your website expense will become a profitable investment!