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Reactive or proactive: TESCO – 0 Independents -1

Posted on April 21, 2015 by admin

So, Tesco are giving customers a voucher for a FREE vet or VN check if they spend £10 in store (http://www.tescocampaigns.com/p/m/mars/vetchecker/). While there is uncertainty over the ethics and workings of such an offer, and that it appears to only be a core group of corporate practices that the voucher can be redeemed in, what are independent practices going to do to combat such a massive marketing campaign? Well if some of the forums are anything to go by, there is definitely a lot being said, and much of it negative. But there are some positives that can be taken from it as well.

The aim of this voucher seems to be to engage with pet owners through a different route to the norm. Many of them may never visit a vet practice usually, so that’s a plus for animal welfare. It’s also an opportunity for other practices to jump on board the free associated publicity. Instead of worrying about how this offer might affect the independent practices that appear to have been excluded from involvement in this promotion, why not beat them at their own game – offer the same but without the need to spend £10 in Tesco?

It is VN month in May, so apply for your BVNA promotional pack (http://www.bvna.org.uk/news/veterinary-nursing-awareness-month), publicise on FB, Twitter and even the local press and invite people in for a FREE VN check that covers the same terms as Tesco except they do not have to pay £10 to get it. – Tesco 0 Independents 1!