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What it means to win a New Product Award at PATS

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05 Jun 2019

What it means to win a New Product Award at PATS

Neil Pope

Winning a New Product Award at the UK’s number one pet industry exhibition can have a tremendous impact on the fortunes of a PATS exhibitor. It can help turn a new launch into a bestselling item in pet stores around the country and clinch that all-important export deal.

One of the main reasons why the Award is held in such high esteem is the fact it is decided by a panel of independent retailers, who know what it takes for a product to fly on the shelves.

Entries for the New Product Showcase and Awards at PATS Telford, which takes place on September 22-23, are starting to flood in as exhibitors get ready to showcase their latest launches to retailers and buyers from the UK and abroad.

The New Product Showcase and Awards are sponsored by pbwnews.

Here four companies who triumphed in the New Product Awards at PATS Telford in 2018 reveal what the accolade has done for their business.

Case Study No 1

Petlife International – Winner of Bird Product Award with Harkers 4 in 1 Soluble, PATS Telford 2018

How did you react to winning a New Product Award at PATS Telford?

We were delighted that our product had been given this recognition – it proved to us that our hard work in researching, developing and marketing this particular product had been worthwhile!

Has the award helped your business?

The award has certainly increased our brand awareness – Harkers 4 in 1 Soluble is quite a niche product aimed predominantly at racing pigeons, but market awareness as a whole of the Harkers brand in general has increased because of the win.

Did it give the winning product a boost?

Absolutely. We’re a small company and don’t have a bottomless budget for advertising, so winning the award gave our product great PR.

How did you use the win to promote the product?

We announced our win from the rooftops wherever possible – via our literature, website, newsletter and even a segment in a local newspaper.

Case Study No 2

Forthglade – Winner of Dog Food Award with Turkey & Goose Gourmet Christmas Meal, PATS Telford 2018

How did you react to winning a New Product Award at PATS Telford?

We take such great care in developing the very best recipes and food we can, so we were over the moon for this to be recognised. The award and product sit proudly in a prominent position at our factory, where everyone can see it, both our team and visitors.

Has the award helped your business?

It’s great to be able to talk to our customers about our award-winning products – it demonstrates the thought and care that goes into our products, and certainly really helps our sales team with such a strong message for a great quality product.

Did it give the winning product a boost?

The product was widely available across the pet trade in the run up to Christmas last year and the award certainly helped to bolster its distribution and popularity.  

Case Study No 3

Norfolk Industries – Winner of Small Animal Product Award with Recycled Paper Bedding, PATS Telford 2018

How did you react to winning a New Product Award at PATS Telford?

It was a wonderful surprise. We were very pleased and the award made attending the event very worthwhile. It’s marvellous to be recognised by our esteemed industry colleagues, and means so much to the teams producing our products.

Has the award helped your business?

Yes, it has certainly highlighted the product to potential buyers. We would definitely recommend exhibiting at PATS and putting new products forward. We have made some great relationships as a result of exhibiting, and hooked up with other businesses that share our values and eco credentials. 

Did it give the winning product a boost?

Yes, buyers actually came to see us at the second day of the event to look at the award-winning products and we have since started supplying them with stock.

How did you use the win to promote the product? 

We have used many ways to promote this award-winning product, including email footers, on our website, in all of our marketing materials, press releases, and business. It’s great to be able to state as a business that you have award-winning products.

Case Study No 4

Paw Naturel – Winner of Grooming Product Award with Rub & Scrub Heart Shaped Cleansing Bar, PATS Telford 2018

How did you react to winning a New Product Award at PATS Telford?

Amazing, we were really pleased. A lot of hard work and dedication went into the brand, products and staff, and to be recognised by this award was incredible. We took a lot of risks formulating new products that haven’t been done on the market before but this gamble paid off.

Has the award helped your business?

Yes, we gained a lot of PR, which has led to good exposure with new clients, and generally getting our brand name out there.

Did it give the winning product a boost?

Yes

How did you use the win to promote the product?

We blogged about it and shared it on social media. We have placed the winner’s logo on the product itself, on our website and in our brochures. At shows like Crufts we take the award trophy with us to display it near the product. It also has pride of place in our showroom.

The New Product Awards will be presented at this year’s prestigious PetQuip Awards gala dinner, which takes place on the evening of the first day of PATS Telford (Sunday, September 22).

For all the latest information on PATS Telford visit www.patshow.co.uk, where you can also register for free entry to the show.

Ends                                                                                      5th May 2019

Photographs from PATS are available to download

1.         Visit www.sirastudio.com                           

2.         Click on Galleries

3.         Click on the Conference and Exhibitions folder

4.         Click on either the PATS Sandown 19 or PATS Telford 18 folders

5.         On the password screen enter: pats19sandown or pats18telford respectively

For more information contact Neil Pope at press@impact-exhibitions.com or on 07595 442601.

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