Pawsible Marketing

What's new at Pawsible Marketing?

2009-07-08T08:55:00.001-04:00

A lot has been going on at Pawsible Marketing over the past few weeks. We've signed over ten new clients to our new Marketing Coaching Service, and we're excited about working with these new, innovative, established and start-up companies.

The feedback we are receiving about the new Marketing Coaching Service from our current and new clients is overwhelmingly positive. It seems to be a perfect fit for the small to medium sized pet business during the current economic slowdown.

We've added a fan page to Facebook, so be sure and fan us if you're on FB. We're sharing information and news we find about the pet industry. And, we've opened a discussion area where you can share your favorite marketing tip, network with other pet business owners, ask those nagging marketing questions and more.

Don't forget that we're on Twitter. It's a great place to reach your target audience, and to meet and network with other businesses that can be beneficial to your pet business. On our Pawsible Marketing's Twitter we're sharing a lot of good information and news that will help you keep up on the pet industry. And, we are sharing tips and tricks for that can improve your websites, blogs, social media interaction and more; all designed to help you market your business the most effectively.

So what's been going on with the pets that are part of the Pawsible Marketing team?

Johann and Gracie have been busy testing some super cool pet products - everything from toys, green cleaning products, wholesome treats and more. Wolfie and Wiggy got a surprise the other day when one of our clients sent us a cool kitty toy. They've been having a blast playing with it in the middle of the night, keeping us all on our toes.

We excited that Johann and JohannTheDog.com will be a feature story in the upcoming September/October issue of Dog Sport Magazine. We hope to be sharing that article with you in the next month or so.

I've been doing several interviews lately for our new launch of RaiseAGreenDog.com, appearing on AnimalTalkRadio, and Wendy's Animal Talk. The blog has also been featured on several popular Green Blogs lately, including Ecoki. And a big giveaway is in the works with the Sundance Channel.

That's it for now. Let us know what you've been up to! And, feel free to contact me to discuss your pet business marketing needs. I'm always happy to share my thoughts and ideas about how I may be able to help you increase business, enhance your brand, and connect most effectively with your current and potential clients.

It's Take Your Dog to Work Day!

2009-06-26T07:11:00.004-04:00

Today is Take Your Dog to Work Day, so I've put Johann to work :) I am grateful and thankful that I have work that allows me to be with my fur kids all day, everyday.

Created in 1999, Take Your Dog To Work Day celebrates the great companions dogs make and to encourage their adoption from humane societies, animal shelters and breed rescue clubs. This annual event encourages employers to experience the value of pets in their workplace for this one special day to promote pet adoptions.

We hope some of you get to experience this once a year event, like we do every day of the week!

Oh, and Johann? Make sure you get that "TPS Report" in by the end of the day :)

Happy day, everyone!

How is your pet business faring during this tough economy?

2009-05-22T08:18:00.006-04:00

With all the reports of businesses suffering greatly during this current recession, and in contrast all the reports of pet businesses doing very well, I want to know how your pet business is doing during these tight economic times.

So let us know, take the poll!

Pawsible Marketing announces new pet business marketing coaching service!

2009-05-15T07:54:00.002-04:00

We have a big and exciting announcement!!!

After many discussions with my current clients, we determined a specific need that many of my clients have to help them through these tough economic times.

So, I am launching a new service that I designed - Pawsible Marketing's new Pet Business Marketing Coaching Service Package. These service packages are designed to help my current clients and prospective small to medium sized pet businesses with inexpensive and cost-effective marketing coaching services that will:

Help you build your business
Increase sales
Enhance customer service
Build your brand during these tough economic times

What is a Marketing Coaching Service Package?

It's an inexpensive way for you to get the marketing advice you need on an on-going and monthly basis. It's like having your own virtual marketing department, just a phone call away.

Beginning next week, I will be offering these Marketing Coaching Service Packages to all my current and prospective clients.

Here's how it works:

After signing up, I will provide you with marketing consulting - consistently and every month - to help you:

Plan and implement inexpensive marketing tactics specific and customized to your business.
Keep you focused on the most effective marketing tactics to help you increase sales and achieve your goals within budget.
Help you market on an on-going basis to build leads and enhance your customer service.
Provide you with consistent marketing advice to keep your business thriving and build your brand during these tough times.

And you can choose the amount of consulting you need by selecting 1, 3, 5 or more hours of consulting each month.

What's included in the consulting?

Marketing consulting that's fully customized to your business.
Helping you define your business marketing plan and strategy to fit your goals.
Determining the best and least expensive marketing tactics specific to your business and how to best implement them, including:

Media and public relations
Email newsletters
Social media - Twitter, Facebook, LinkedIn, MySpace and more.
Blogging
Promotions and contests
Advertising
Search Engine Optimization
Website strategies
Relationship building marketing strategies
Brand development planning
Corporate marketing direction
Communications programs & collateral development
Case studies and testimonials
Lead generation
Affiliate marketing
New product launches
Trade shows and events
And more!

And, helping you measure the effectiveness of your marketing tactics, plans, promotions and more.

How do you get started?

Email me to let me know of your interest.
Then, I will email you a contract to sign up for a 6 or 12 month package, with the amount of hours per month you select - 1, 3 or 5 or more hours per month.
I will email you a list of questions that will enable me to best help you with your marketing plan, strategy and recommended tactics.
We set a day and time every month that I will call you for your consultation. Then, I will bill you on a monthly basis for the amount of hours you select each month.

Why is this important to your business?

I have found in my 20+ years in marketing that, in a tight economy one of the first things businesses do is cut back on their marketing. I don't want to see pet businesses have to cut back. Why? Because marketing has never been more important than during an economic downturn. I want to see pet businesses continue to succeed during these tough times.

You still need to get new customers, you still need to make sales, you still need to build your brand and you need to do it inexpensively and effectively.

I can help you continue to build your brand, enhance your customer service, get leads, and increase sales. And, I can help you determine the best, least expensive, and most cost effective ways to help your business thrive in this economic downturn.

One of my current clients has been testing my Marketing Coaching Service Package for the past three months. Here's what they have to say:

“Building wonderful relationships with my customers was just what I needed to do but I didn’t know how to do until after speaking with Leslie May, president of Pawsible Marketing,” indicated Salina Gannon, owner of SuppliesJust4Pets.com. “Since working with Pawsible Marketing over the past few months my business has nearly tripled and I have made meaningful long lasting relationships with my customers. There is no question about who to work with when it comes to marketing your pet business - it definitely should be Pawsible Marketing!”

So what are you waiting for? Email me today to get started.

Why relationships are important.

2009-05-14T21:15:00.002-04:00

Marketing is very different than it was ten, five, two and even one year ago. Very different.

Over the course of my 20 year marketing career, I've seen a lot of changes in the way companies market. Keeping up with trends in marketing isn't easy. And growing with the times isn't easy either. But grow you must, to survive.

Most recently I've been talking a lot with my clients and prospects about relationship marketing, and the importance of this type of marketing to their business.

In this day of the massive bombardment of advertising, hitting you over the head everywhere you turn, people are tuning out. Who wouldn't? I know I do.

Marketing isn't about just advertising how great your products and services are and expecting them to flock to your store. It's not about going to an event, getting leads and expecting results. It's not about blasting out a discount offer and sitting back and waiting for people to click and buy. Those tactics are long gone.

So, what's marketing about now?

The new paradigm of marketing is about long lasting relationships. It's about the personal touch. It's about bringing value. It's about trust. It's about quality. It's about being helpful. And it's about respect.

Twitter is a perfect study for me in watching how pet businesses market their products and services. I see everything from companies who just push out discounts and product announcements to their followers, to company's attentive employees who genuinely care about the wants, needs, and desires of their followers, customers and prospective customers; and of course I see everything in between.

Relationship marketing is built on long-term, mutually beneficial arrangements with buyers and sellers focusing on value with the goal of providing a more satisfying experience.

This is far more than just a simple purchase/exchange, it creates a more meaningful, personal, stronger and richer buyer/seller relationships, that can be retained for years.

The nice part about this type of marketing is that it can be one of the least expensive forms of marketing. Great for down economic times like these.

More and more I see pet business consumers seeking out advice from respected parties on the best pet products for their needs and their budget. They ask friends, family, co-workers, and other respected parties.

This trend magnified during the horrible pet food recall, the subsequent discovery of lead in dog toys, and most recently the EPA's warning of the potential dangers of over-the-counter flea and tick medications.

No longer are the majority of pet product and service consumers willing to purchase just anything, they want advice to keep their pets safe, and they want advice to help enrich the lives of their pets. They are seeking value, and they are willing to pay more for higher quality.

What if you could become the individual from whom they seek out information? What if you had dog or cat lovers contacting you to ask which dog toy is right for their dog, or which cat food can help with their cat allergies?

That's your ultimate goal. To have those individuals seek out information from you. Because that means you are doing all the right things - bringing value, becoming a trusted resource and gaining respect for your knowledge, products and /or services. And it means they will buy from you.

Great free stock photo sites

2009-05-10T10:06:00.006-04:00

Are you looking for some great photos for your website and blog?

Here is a list of my favorite free stock photo sites. Many have great shots of all kinds of pets - dogs, cats, birds, lizards, hamsters and more. Be sure and check each sites terms of use before utilizing. And enjoy!

StockXCNHG
morgueFile
StockVault
Free Range Stock
Pixel Perfect Digital
Photo Rack

Don't be left behind. Learn how Twitter can help your pet business!

2009-04-07T12:28:00.001-04:00

Everyday I get questions from clients and prospective clients about Twitter, the pioneer of microblogging.

What is it? Why is everyone doing it? I don't know anything about it. Help!!!!

Well, help is here.

For nearly a year now, my dog Johann, has been interacting on Twitter. Yes, my dog tweets!

What marketing I have done for 'Johann The Dog' has been an experiment of sorts over the past few years: an experiment in branding and marketing. And it's really paid off for my pet business clients. They have been able to reap the benefits of all my experimentation, testing of social networking sites, blogging and other marketing tactics that I have tried out over the years.

One of my favorite experiments with Johann The Dog is Twitter. Unless you've been living under a rock for the past year, you have undoubtedly heard of Twitter. It seems to be everywhere. I turn on the news, there's Twitter. I read the news sites on the Internet, there's Twitter. Businesses are twittering, celebrities are twittering, regular individuals are twittering, and even dogs (and yes, cats, and birds, and even moose) are twittering.

So naturally, I get a lot of questions from my clients and prospects about Twitter.

They ask:

What's the big deal with Twitter?
How do I Twitter?
I'm on Twitter, but how can I utilize to it's fullest for my business?
And most importantly, should I Twitter?

My answer, after experimenting through Johann The Dog over the past 10 months? If you are a pet business, you need to be on Twitter. And it needs to be a big part of your marketing plan. Not only can it help build your business, it's an amazing way to connect with, share info, help, and enjoy your customers and your prospects.

The New York Times calls Twitter "one of the fastest-growing phenomena on the Internet." Time Magazine says, "Twitter is on its way to becoming the next killer app." Newsweek noted that "suddenly, it seems as though all the world's a-twitter," and Gartner, in a July 2008 report, added microblogging to its list of technologies that will transform business over the next two to five years."

But knowing how to utilize Twitter to help build your business can make a big difference in the success of this powerful social networking tool. Over the past 10 months, I've learned a lot about the ins and outs of Twitter, how to utilize it to it's fullest advantage, and how to generate more business - plain and simple.

With all this 'to do' about Twitter and because of the mountains of requests from my clients and prospects to help them with and understand Twitter, I've decided that for the month of April, I will offer Twitter tutorial consultations to pet businesses that contact me. These consultations will be 30-minutes in length via telephone, completely private and exclusively customized for your business.

Because of time constraints, I will have to limit this to the first 25 individuals, so be sure and get your reservation in early.

In addition to the consultation you will also receive my "Get Started with Twitter for Pet Businesses" handout which will provide you with step by step instructions on everything from setting up a Twitter account and customizing your profile (important for branding you know), to what and what not to do on Twitter, to a guide to Twitter lingo, to how to find and get followers, and more.

The total cost of the consultation and the handout is $30.00, payable via PayPal.

This 30-minute phone tutorial will provide you with the ins and outs of Twitter-dom, including:

How you can utilize Twitter to engage and connect with your customers and potential customers, gain valuable knowledge and trends, and build strong relationships.
How Twitter can drive traffic to your website and create more visibility for your company.
What are the 'ethics' in twittering, and what is the best way to Twitter to help (not hurt) and build your business.
How Twitter can help you provide a high level of customer service; interact and receive valuable, instant feedback from customers.

All you need to do is email me with your name, business name, website address, physical address and phone number; and let me know suggested days and times you will be available for your private consultation during the month of April. Please list at least two days and two times each day you will be available. I will email you back to set a specific time, and a link for payment via PayPal.

Don't be left behind. Learn how Twitter can help your pet business!

Pawsible Marketing in Pet Style News!

2009-03-25T16:58:00.007-04:00

Earth Day is just around, coming up on April 22nd.

So when Pet Style News decided a few months ago they wanted to prepare an article for their April/May 2009 issue on how boutiques could raise awareness about the environment and celebrate Earth Day, they gave me a call to provide not only information as a marketing consultant, but also provide information as author of my blog, Raise A Green Dog.

The article arrived in our mail box today. I think it turned out great!

The article, "Celebrating Earth Day: Pet boutiques can raise awareness about the environment," and written by Wendy Bedwell-Wilson, focuses on nine ways pet boutiques can utilize Earth Day as an opportunity to educate their customers about the range of earth-friendly merchandise now available for pets, and how they can be more green.

Here is a link to the article. (Click on the image to enlarge).

Social networking for pet businesses - the latest trend!

2009-02-24T09:44:00.000-05:00

In our previous post we talked about 'grass roots marketing' and how it can help your business during tough economic times.

A big part of 'grass roots marketing' is social networking. What is social networking?

Social networking is connecting with people within a network; a network of people with like interests. And this networking can be done in person, but is frequently referred to and done online through a growing number of online social networking sites - like Twitter, Dogster, YouTube, LinkedIn, Facebook, blogs, forums, and more.

What can social networking do for your businesses?

I have a perfect example: My dog, Johann, is on Twitter. As a matter of fact he's one of the most followed dogs on Twitter. (Yes, I know, you may be surprised that there are dogs on Twitter). If you don't know about Twitter, we highly recommend it.

One of the very first dog treat recalls was announced because of the potential of salmonella in peanut butter last month. And Johann Twittered about it to get the word out to other dogs and dog lovers. Later that afternoon, he received a Tweet from an individual in California that the recalled dog treats were still on the shelves at a PetSmart store in California.

PetSmart is one of Johann's followers, so we sent them a private message that we heard the treats were still on the shelves in that particular store. Within 20 minutes, PetSmart had called the store and had the treats removed from the shelves to protect their dog customers. Good work PetSmart!

This type of communication would never have happened without online social networking, at least not that fast. Yes, the individual that sent Johann the message could have called the store and told them, but by sending a tweet to Johann, and Johann fowarding the info directly to PetSmart corporate office via Twitter, the treats were removed much more quickly, potentially saving a dog from getting sick, or even saving a pup's life.

Powerful stuff.

Another example: During the month of December, I held a photo contest giveaway - Johann's Howling Howliday Giveaway - as an experiment to increase traffic on JohannTheDog.com. I frequently experiment with marketing, advertising and social networking to learn and help my pet business clients.

I utilized Twitter and other online social networks to get the word out about the contest. During that month, traffic to JohannTheDog.com increased over 500% over the previous period in 2007 and over the previous month in November. An amazing increase. And yes, I also had an increase in sales, a very good increase.

And the best part is the increase in sales and awareness is now spilling over into January and February of this year, increasing my traffic and sales over the previous time in 2007.

Awww, the power of social networking.

It can help you increase awareness of your company, provide an amazing avenue for great customer service, help you increase and build your sales and revenue during tough times.

But there are specific and ethical rules to utilize social network to build (and not hamper) your pet business. We've been experimenting with social networking for several years now and know the ins and outs, the latest and greatest social networking sites to build your specific business, and the ways to social network to communicate effectively with your current and prospective customers.

If you are looking for an inexpensive way to grow, create awareness, enhance and build your business through social networking and social media, contact us today. We look forward to teaching you what we have successfully learned, and help you with your marketing during these tough times.

Pet business marketing in tough economic times

2009-02-24T07:48:00.009-05:00

There is no doubt that times are tough. The economy is severely hampering many businesses. So, what's a business to do?

I was meeting with a new prospect yesterday and we talked a lot about their marketing - what they've done in the past and sharing ideas about what they need to do for the future. But most importantly, we talked about the tough economy and how it is effecting their business, their marketing plans, and how they can still market with the resources they have and meet the goals they need to survive, and even thrive, in this desperate business climate.

One important item I shared with my prospect may or may not surprise you; what I see regularly from businesses is that during tough times, marketing is frequently the first to go. Many businesses believe that marketing is expendable during tough times. But in reality getting the word out about your business has never more important than during downs in the economy. You are now fighting, and fighting hard, for prospective customers, customers and customer loyalty.

During tough times, connecting with your current and prospective customers has never been as important as it is now. Businesses must provide the highest levels of customer service, have the utmost respect of prospects and customers, stand out from the competition, and build awareness and connect with prospective and current customers; because if they don't, those prospective customers and current customers will go somewhere else to fulfill their needs.

But how do you market when you have less resources? I say, market smart.

During my meeting with my potential client yesterday, I talked a lot about 'grass roots marketing.' What is 'grass roots marketing?'

'Grass roots marketing' is building awareness of your company from the ground up, connecting with customers the way they communicate, it's creative, it's personal - and the biggest benefit is you will learn much more about their wants and needs, you will be exchanging ideas, you will learn about your products and services and how they may or may not fulfill your customers needs.

By analyzing your business, your competition, your resources, your marketing options, and then taking that information to formulate a good 'grass roots marketing' plan that not only meets your goals, but meets your budget, really is possible. You just need good, experienced advice to help you. Contact Pawsible Marketing today to find out more.

We will be posting more about 'grass roots marketing' in upcoming posts so stay tuned, and subscribe to our blog vis RSS Feed or email to keep up to date on great ideas to help you market your business in tough times.

News: According to APPA, pet spending topped $43B in 2008

2009-02-14T14:11:00.005-05:00

Looks like if you're in the pet business, you're in the right business!

According to an article just released yesterday by the American Pet Products Association:

Pet ownership and pet quality of life continues to rise. Despite the recession and cuts in discretionary spending, the pet industry is robust and resilient, according to the American Pet Products Association.

APPA’s latest pet industry spending figures show that total pet spending reached $43.2 billion in 2008, with no declines in any category from 2007. APPA forecasts that it won’t stop there either, estimating that total pet spending for 2009 will reach $45.4 billion.

APPA released the data Feb. 13 at Global Pet Expo in Orlando, Fla.

Leading the way in the health care-related pet spending categories is veterinary care. Total spending in this segment in 2008 was $11.1 billion.

Medical advances have made for a much broader and more elaborate menu of services, such as cat scans, root canals, cancer surgery, antibiotics and grief counseling. This leads to an anticipated 9.9 percent growth in this category to $12.2 billion in 2009.

With the added costs of pet health care comes an increase in pet insurance, currently estimated at $271 million and projected to grow to $500 million by 2012.

Pet services is the next fastest growing category. This includes grooming, boarding, training and pet sitting, among others. In 2008, total spending reached $3.2 billion. This category is expected to grow 5.9 percent to reach $3.4 billion in 2009.

Other reported categories include pet food, which reached $16.8 billion in 2008 and is expected to grow 3.6 percent to $17.4 billion in 2009, supplies and over the counter medication, which reached $10 billion in 2008 and is expected to grow 2.1 percent to $10.2 billion in 2009, and live animal purchases, which reached $2.1 billion in 2008 and is expected to grow 4.7 percent to $2.2 billion in 2009.

“These numbers further demonstrate that people are more willing to sacrifice on themselves before trimming back on their four-legged friends,” said Bob Vetere, APPA president. “People want to reward their pets in human terms and even in this economy are still demanding the highest quality products and services.

“The pet industry continues to grow at a record pace and has proven to remain strong during times of change, stress and setbacks. As pet ownership and pet quality of life continues to rise, so will the pet industry.”

APPA is a nonprofit trade association serving the interests of the pet products industry.

News: Spending is strong on premium pet products

2009-02-06T07:42:00.000-05:00

According to a recent article in the Detroit Free Press, spending is strong on premium pet food, toys and other products and services. The article states:

"Susie Atherton, founder of Pet Industry Retailers, an online networking group, said pet shop owners are cautiously optimistic, despite a gloomy economy.
"Since Americans consider their pets part of the family, they will continue to spend money on them," she said in an e-mail.
Atherton said that while some consumers are cutting back on nonessentials and trading down to cheaper brands, many shops are seeing steady or increased sales in "super premium pet food," treats and toys.
Joe Fucini, spokesman for Pet Supplies Plus, a Farmington Hills-based chain of 250 independently owned stores in 22 states, said he believes customers are spending more carefully but will buy high-quality products that last, even if they cost more.

"The upside of the current economic turmoil is that suppliers are more eager to sell and more eager to give you good deals," he said.

The store chain recently surveyed 328 pet owners on its Web site; 93% said it's more fun to shop for pets than family."

Super Bowl is going to the dogs!

2009-01-27T07:04:00.003-05:00

We all know that one of the fun things about watching the Super Bowl beyond the big game of course, is watching the creative and fun commercials.

I always enjoy the commercials as much as the game, even when my beloved Colts and Cowboys were in there battling it out for the championship in past years. Ok, so you're not a fan...anywho...

At $3 Million for 30 seconds - these ads have got to be good, effective, creative and fun. So, if you're going to be watching the Super Bowl this weekend, be on the look out for Pedigree's new Pet Adoption drive commercial.

Watch closely as Pedigree doesn't push their product, but pushes their cause in an effort to build their brand, their company and product loyalty, a cause close to their hearts, and in turn build their sales. And visit the Pedigree website for more information about their adoption drive.

Here's a preview:

According to the Wall Street Journal:

"Pedigree, a dog-food brand owned by Mars, is joining the likes of well-known marketers such as Anheuser-Busch InBev and PepsiCo in the advertising battle taking place during the gridiron matchup on Feb. 1.

But rather than hawking its chow, the pet-food maker will be pushing a cause: pet adoption. The advertising strategy of promoting a cause instead of peddling one's wares more directly in tough times -- especially in such a fiercely competitive product category -- could fall short."

And according to Ad Age Magazine:

Pedigree takes a lighthearted approach to Bowl ad and also aims to increase dog adoptions, and feed shelter dogs.

"NEW YORK (AdAge.com) -- Pet-food marketer Pedigree may be known for ads that tug at the heartstrings, but for the Super Bowl it plans to make viewers laugh.

For its first Super Bowl commercial, Pedigree opts for a humorous tack to highlight the role pooches play in our lives. The 30-second ad, which will run during the first quarter of Super Bowl XLIII, airing Feb. 1 on NBC, imagines life with wild animals instead of Fido: a dog sticking its head out the car window is replaced with a wild boar, and rather than a pup chasing the mailman, it's an ostrich."

According to John Anton, marketing director for Pedigree, "we go into the Super Bowl with a lot of confidence from a business point of view," Mr. Anton said. "It doesn't feel risky for us because we've had so much success over the past four years of the campaign ... it really does help more dogs get adopted, and inevitably, it's going to better help us communicate to consumers what we stand for," he said.

For a full list of advertisers for the Super Bowl, visit Ad Age's "Who's Buying What in Super Bowl XLIII."

Reportlinker.com announces a new market research report available related to the pet food industry

2009-01-27T06:42:00.001-05:00

Reportlinker.com announces a new market research report related to the Pet food industry available in its catalog.

Learn about the Pet Food in The U.S.: Health, Humanization and High Quality Ingredients in an Increasingly Value-Driven Global Market, 8th Edition

Here's a synopsis: (Learn more about the report - available for purchase $4700.00)

The U.S. pet food market has not just survived the spring 2007 recalls but proven its resiliency, with 2007 sales up over previous years and healthy growth continuing through 2008.

Yet heightened safety concerns on the part of pet food makers and consumers continue to shape product development and marketing, as well as the choices of pet owners looking for the safest and healthiest products possible.

At the top of the list are kibble, canned and raw/frozen foods made with ingredients that are natural, organic, grain-free/non-allergenic and pure, as well as made in the U.S.A., locally grown, “whole” (fruits, vegetables, grains, etc.) and human-grade. Foods making functional appeals also continue to proliferate, especially those targeting age- and weight-related conditions via the inclusion of novel ingredients like glucosamine, omega fatty acids, antioxidants and probiotics.

In other words, premium pet foods remain the primary value growth driver in the U.S. market, with ever higher quality ingredients fueling the premium wave.

Working with animals, a quick start guide!

2009-01-25T07:19:00.005-05:00

I was visiting the site Dog Star Daily the other day, one of my favorite sites for tips, tricks and information on canines. I ran across a good basic article for those considering working with animals or starting a new business related to working with 'best friends.'

Check out this article by Veronica Boutelle, MA, CTC, it includes some good basic information on getting started in your new pet business. And if you are looking for more guidance, here is a great list of books all geared toward starting or running a business or career with animals, including the recently published "101 Best Businesses for Pet Lovers."

News: Pet owners splurge on premium food

2009-01-20T19:13:00.004-05:00

According to a recent article on MSNBC, pet owners are splurging on premium foods for their animal companions.

"The premiumization trend in the global pet food market indicates that pet owning consumers are as willing to spend more on premium food infused with health fortifying ingredients such as glucosamine, omega fatty acids, antioxidants, and probiotics for their pets as they are for themselves.

Premium pet foods cover all bases -- from natural/organic to functional/nutraceutical to special diet (segmented by lifestage, weight, health condition, breed, etc.) to gourmet -- while also often reflecting trends in human foods.

North America accounted for the largest share of global pet food sales in 2008 with 40%. "Particularly in the United States, the premiumization trend goes beyond the tendency Americans have to be better educated about health and nutrition issues. In addition, the pervasive humanization dynamic cannot be underestimated. Pet owners often view their pets as part of the family, or even as surrogate 'children.' Thus they are looking for the safest and healthiest products possible," says Tatjana Meerman, Publisher of Packaged Facts. "

Top Pet Industry Trends for 2009

2009-01-19T06:13:00.003-05:00

Throughout the year I talk with many pet owners and pet business owners. We discuss what's hot, and what's not. We talk about the next 'big thing.'

We talk about our concerns, our ideas, our plans, our wants and needs, and how the industry addresses or needs to address these items. And I read about the pet industry - a lot, online and offline.

In finalizing their marketing plans for 2009, my clients have been asking me what I see as the Top Pet Industry Trends for 2009. Here's my short list:

Affects of the current economy

The economy may currently be on a down slide, but pets and pet spending will continue to be an important part of pet owners lives. Pet owners will cut back their spending on other categories of of their lives, but when it comes to their pets they will continue spending on pet related wants and needs, therefore retailers won't see the significant decline they may be expecting.

The pet industry, in most categories will not be as affected by the current state of the economy nearly as quickly or as significantly as industries related to other categories of consumer spending. However, the pet industry is not recession proof and pet product and service companies will need to be more creative, targeted and keen in their marketing strategies to see growth and offset the price increases expected in products and services needed to run their businesses.

We will see continued spending on not only the necessities for pets, but we'll also see continued and overall increased spending for luxury, green and exceeding pet products and services. Pet owners will spend more on their pets current needs, and they will continue the trend of previous years of increasing their spending on additional needs and wants, as well. Quality, over quantity will be an important factor to pet owners this year, meaning they will be spending more for higher quality products and services, but will not purchase items as often.

Retailing

With past pet related spending growing at at over $2 billion each year* over the past seven years, pet product and service retailing has grown in leaps and bounds. What does the face of retailing look like for 2009?

You will see growth in not only brick and mortar retailing, but online as well. Larger retailers will broaden their products and services to attract growing segments of pet owners - those that want more luxury and green types of products and services; non pet related companies will broaden their product base to target the pet industry; and you will see growth in smaller retailers through more niche oriented types of product and service offerings.

Partnerships between companies will be forged to help alleviate the cost of providing additional products and services on their own. You will see mergers and acquisitions as companies seek to provide added offerings for their customers (although not as much as previous years), you will see continued growth in the boutique and independent related retail business category, and new businesses will be launched to provide products and services related to these growth categories for pet owners, online and brick and mortar.

Green Is The New Black

With all the past and persistent concerns of pet foods and pet products containing dangerous, toxic, and too often times, deadly ingredients, pet owners will continue their pursuit for safer and healthier products for their pets - from foods, to toys, to clothing, to medicines, health care, environmentally and pet friendly products and more.

In their quest for these healthier and safer products, they will in turn evaluate their pet's environment (as well as their own), ultimately steering them toward a more greener lifestyle. The majority of pet owners will not change their lifestyle overnight, but will migrate their lifestyle as they become more educated about how their environment affects not only their pets, but their own life as well.

This will broaden the availability and accessibility of greener products for pets for the current select group of concerned pet owners, as well as drive education for the general pet population. It will be a viable business opportunity for those looking to broaden their pet business product base; companies that currently provide 'green' products and services will seek out the pet market; and 'green' products and services will be a key niche for enterprising business owners.

Trends in Health and Care

As pets become more and more a part of the family, the health and care of their pets will become even more of a concern.

Pet owners will seek out the new, significant and wonderful advances that are being discovered in pet health care and diagnosis. Related treatments and procedures come at a significant price - prices that are generally over and above budgets of most pet owners. Because of this, pet lovers will seek out a variety of payment and budgeting methods to manage their pet's care - including health and wellness insurance for their pets, individual health savings accounts, corporate payment plans, and the like. And these plans will become much more widely and readily available through insurance companies, retailers, veterinarians, groomers, and more. Comparison shopping among plans will be key for consumers.

In addition, pet lovers will seek out and broaden their use of alternative treatments to help their pets live a longer and happier life, including massage, acupuncture, chiropractic, hydrotherapy, nutrition, herbs, homeopathy and more, thus creating more niche service providers, and opportunity for current providers to expand their services.

Pet lovers will continue and grow in their patronage of groomers, doggie daycares, dog walkers, and pet sitters. And we will see a growth in service categorizes such as day spas, luxury pet hotels, rehabilitation and workout facilities, and camps. And as pet owners seek closure of the loss of their 'best friend,' we will see an increase in products and services related to the the pet funeral industry and in pet trusts.

All of these health and care services will create not only opportunity for the small business opportunist and owner, but create a niche for existing larger companies through acquisitions, partnerships, or the development of additional business segments.

You Can Take 'Em With You

As pets continue to become a cherished part of the family, they will travel more and more with their families. This will lead to increased products and services in the pet travel category, as well as increased purchasing of pet travel related items and services.

Companies will beef up their car safety and transport product lines, automotive and auto insurance companies will expand their marketing to pet lovers, and you will see an influx of travel related services for pets; from major airlines catering to pets as part of their offerings, to websites and companies that provide information and services geared toward pet related travel.

Social Networking

Beloved pet parents want to share their beloved pets with the world, and they want to interact with other pet lovers. Online social networking has become a way for these pet lovers to interact with other like minded people to share information, meet new friends, seek important health and behavior information related to their pets, network with other pet lovers, and keep abreast of new products, services, news and information related to their pets.

From Dogster/Catster and MySpace, to Facebook, Twitter and more, pet loving parents of dogs, cats, hamsters, horses, ferrets and and other pets will be online, interacting with other pet lovers at an unbelievable increasing rate. You will see a growing trend of pets and pets parents online, as well as continued growth and expansion of services by the companies that provide these online services for this category.

And because these pets are 'online' you will also see a growing trend of pet related companies getting in on the online social networking bandwagon in an effort to market to, inform, and promote their products and services to this growing online segment.

What's in Store for Products and Services

Luxury, green, organic, all-natural, interactive, convenient, high-tech, and personalized - these are the trends you will see take center stage with growth in both pet products and services in 2009. Pet product manufacturers, retailers, distributors and service providers will be growing and building their offerings in all of these categories - whether they be toys, foods, clothing, grooming, training, boarding, or any and all pet related categories.

These are just a few of the trends we see affecting and directing the pet industry in 2009. As an aspiring pet business owner, or current owner, we hope that these trends will help you increase your business and your sales in the coming year, and provide pet owners with the products and services they want and need.

*APPA - Industry Statistics & Trends

Merry Christmas and Happy Holidays from Pawsible Marketing!

2008-12-25T08:30:00.003-05:00

Pet Industry Trade Shows 2009

2008-12-25T07:24:00.004-05:00

A listing of pet industry events for 2009:

January 2009

Pro Green Expo - Wednesday 1/4/09 to Friday 1/16/09
Colorado Convention Center in Denver CO
For more info, visit www.progreenexpo.com

Great Lakes Pet Expo - Jan 31, 2009
Wisconsin State Fair Expo grounds, Milwaukee WI
For more info, visit petexpomilwaukee.com

February 2009

Global Pet Expo - Thursday 2/12/09 to Saturday 2/14/09
Orange County Convention Center in Orlando FL
For more info, visit www.globalpetexpo.org

Groom & Kennel Expo - Thursday, 2/12 to Sunday, 2/15/09
Pasadena Convention Center in Pasadena, CA
For more info, visit groomexpo.com

March 2009

Atlanta Pet Fair - Thu 3/5 thru Sun 3/8/09
Atlanta, GA
For more info, visit www.atlantapetfair.com

Luxury Pet Pavilion
L.A. Spring Trade Show - Saturday 3/7/09 & Sunday 3/8/09
Westin Bonaventure Hotel, Los Angeles CA
For more info, visit luxurypetpavilion.com

Pacific Northwest Grooming Show - Fri 3/20 thru Sun 3/22
Tacoma WA
For more info, visit barkleigh.com

Boston Gift Show - 3/28 thru 3/31
Boston MA -Boston Convention & Exhibition Center
For more info, visit bostongiftshow.com

April 2009

Backer Spring Show - Friday 4/3/09 to Sunday 4/5/09
Baltimore Convention Center in Baltimore MD
For more info, visit: hhbacker.com

Marine Aquarium Expo - Friday 4/3/09 to Sunday 4/5/09
Orange County Event Center, Orange, CA
For more info, visit: marineaquariumexpo.com

Pet Stylists Super Show - 4/3 to 4/5
Knoxville Convention Center, Knoxville, TN
For more info, visit: www.petstylistsoftennessee.com

Intergroom - Thu 4/16 thru Sun 4/19/09
Somerset, NJ
For more info, email intergroom@msn.com or call 781-326-3376

May 2009

Groom Classic 2009 - Fri 5/1 thru Sun 5/3/09
Kansas City, MO
For more info, visit: groomclassic.com

GroomFest 2009 - Fri 5/29 thru Sun 5/31/09
Columbia, SC
For more info, visit: nationaldoggroomers.com

July 2009

Pet Quest 2009 - Thu 7/23 thru Sun 7/26/09
Ft. Mitchell, KY
For more info, visit: barkleigh.com

August 2009

All American Grooming Show - Thu 8/13 thru Sun 8/16/09
Wheeling, IL
For more info, visit aagrmgshow.com

Pet Fashion Week NY - 8/22 to 8/23
New York City, N.Y.
For more info, visit www.petfashionweek.com

September 2009

Super Zoo - Tue 9/15 thru Thu 9/17/09
Mandalay Convention Center in Las Vegas, NV
For more info, visit superzoo.org

Groom Expo- Thu 9/17/09 thru Sun 9/20/09
Hershey Lodge & Convention Center, Hershey, PA
For more info, visit groomexpo.com

National Pet Industry Trade Show - 9/20 thru 9/21/09
Toronto, Ontario, Canada
For more info, visit pijaccanada.com or call 800-667-7452

October 2009

Backer Christmas Show - Friday 10/2 thru Sunday 10/4
Donald E. Stephens Convention Center in Rosemont (Chicago), IL
For more info, visit: hhbacker.com
(Future show dates: April 23-25, 2010 and October 8-10, 2010)

U.S. Pet Pro Classic - Fri 10/16 thru Mon 10/19/09
Dallax TX
For more info, visit petstylist.com

Source: Pet Industry Retailers

Getting media coverage.

2008-12-19T20:56:00.000-05:00

Every week one of my clients asks me, "how can I get my business in a national consumer pet magazine?"

Well, that's a pretty big question. But it's not an impossible task...not if you have a great product or service, think outside of the box, be creative and have a unique take on what and how you provide to your customers and potential customers, have something people want, and let people know about it.

Over the years I have met with many editors of many national, local and regional consumer and trade magazines. Editors know their audience, they know what the next 'big' thing is, they keep up on trends in their industry, and they know what types of sources can help them with their articles. And they are open to new ideas.

It's the job of your marketing/pr person to get to know your media, understand their needs and make sure your business, your product, or your service is presented to the media in a way that helps them accomplish their goals. Thus, putting you in the right place at the right time.

Here's a good example:

This month Dog World Magazine includes a feature article entitled "It's Easy Going Green." A great article discussing the many ways you can reduce your dog's carbon paw print on the environment, and reap the benefits of a healthier and happier dog.

Lucky for me, I am one of the main sources of the article. But is it really luck?

Now really. It's a culmination of lots of social media promotion, lots of research, and lots of hard work. Rewarding and wonderful work, I might add!

I began my Raise A Green Dog blog about a year and a half ago, when I started getting many, many questions about the safety of dog food, toys and a dog's environment. I grew up 'green.' And, I've been as green as possible all of my life. So living green is second nature to me and writing about it was came easily.

The blog launched in October 2007 and very quickly began increasing in traffic. Why? Because the information contained in the blog was something people were hungry for. They needed information, they needed resources, and they needed help. And I was happy to help through Raise A Green Dog.

So how did I end up talking about a dog's carbon pawprint in Dog World?

When the writer was looking for resources for her article, she Googled 'green dog,' and up popped my blog on the front page of Google. I was in the right place at the right time because I had done the things I mentioned earlier - have a great product or service, think outside of the box, be creative and have a unique take on what and how you provide to your customers, have something people want, and let people know about it.

But the best part to me is...I'm hopefully helping lots of dog lovers have a healthier, happier pup and environment.

Never give up!

2008-12-16T06:56:00.006-05:00

Throughout the week, I talk with a lot of my pet business clients.

Some are hopeful, but don't know how to grow their business. And some are discouraged about the lack of progress they are making in either getting their business off the ground or building their business and increasing sales.

I came across a very inspirational article today. It's the story of how the ever popular Kong got it's start. Seems it wasn't an easy start for the Kong Company, by any means. But with a 'never give up' philosophy, perseverance, persistence, and patience - the company is now one of the most successful pet businesses in the World.

Here's an excerpt from the article:

One day in 1970 while (Joe) Markham--a partner in a Yamaha motorcycle shop--was working on a Volkswagen, Fritz (his GSD) picked up an automobile part and came and dropped it on Markham's foot. "The part had a metal bracket and a rubber gizmo that looks pretty close to the Kong we have today," Markham says. Thus, the idea for the modern day Kong was born.

Today, over 50 million Kongs have been sold and you'd be hard pressed to find a doggie household without one.

But at the beginning, Markham had a difficult time getting any pet stores to recognize the Kong's potential in the marketplace. It would take hard work, perseverance, and time before Markham made his first sale in 1976.

You can read more here.

Moral of the story? If you have a product or service that you believe in, pursue it. And don't give up. Success may not happen overnight, it will take a lot of work, determination, time, patience, advice and more - but you can do it!

Are consumers pinching pennies this holiday seasion? Not likely.

2008-10-29T08:21:00.006-04:00

From the Associated Press this morning...

Pinching pennies? Not these proud pet parents.

...The American Pet Products Association estimates Americans will spend $43.4 billion this year on their pets — a figure that includes everything from treats to training — despite the dramatic slowdown in discretionary spending. That's 26 percent higher than what U.S. consumers spent in 2004, the group said.
Market researcher Euromonitor International, which tracks sales of pet food and accessories but excludes the cost of animals, grooming, training and other expenses, puts this year's animal expenditures at $23.9 billion.
But the group forecasts the segment's sales are still on pace to grow more than 13 percent by 2013...
...Still, there are signs that the most extravagant expenses — such crystal bowls and custom-made pet beds — may be sidelined amid growing economic uncertainty.
"Gone are the days when people would buy $100 collars and fake fur," said Claire Chew, of Venice, Calif., who founded Luxepets, a line of pet keepsakes.
American Pet Products Association spokeswoman Leah Nelson said the group doesn't release industry sales projections, but that it is "eyeing the future" with caution.
That's why Paige Ormand, the owner of the Doggy Style Pet Shop in Chicago's Wicker Park neighborhood, is ordering more products that are less expensive — for example, $5 toys instead of $20 models.
But she's not removing expensive gifts from her store shelves, either.
"This industry is way more insulated than other businesses," she said. "But I wouldn't say it's recession proof."

Grab your slice of the holiday pie!

2008-10-27T14:55:00.006-04:00

An article in the November 2008 issue of Pet Product News International indicates...

"The National Retail Federation in late September forecast sales would increase 2.2 percent for the 2008 holiday season (November and December), the slightest increase since 2002, when holiday sales rose 1.3 percent. Over the past 10 years, holiday sales have increased about 4.4 percent annual, so this year's expected increase will be half that."

It's not the best news for pet business retailers or service providers, but increases are still expected despite the lapse in the economy. While dog, cat and other animal lovers may be conservative in their holiday spending, my bet is that they won't forget their cherished pets. Sales are still to be had and services will still need to be provided. But consumers will be making wiser and more conservative choices. Make sure you are on their list.

The holiday season is the best time for pet businesses. You've made your plans, you've got your holiday stock, you've scheduled your holiday services, you've created traffic driving holiday promotions. But have you planned everything you can or need to? Pawsible Marketing can help you create a last minute, all conclusive, holiday plan that will help you maximize your sales for the best potential holiday season possible.

JohannTheDog.com sales have already begun increasing. Have yours? Email us today for a 60-90 minute consultation to make sure you grab the biggest slice of the holiday pie as possible. Here's just a sample of what we can help you with:

Learn how you can effectively communicate with your individual audience through the holiday season and drive more sales.
Get a great list of creative, fun and traffic building promotions and suggestions for your individual business.
Receive a review of your currently holiday plan and learn how you can improve to maximize your sales and services.
Pick up marketing tips and ideas to focus your holiday plan specifically to your audience and build traffic to your site and store.

JohannTheDog singled out as a powerful brand!

2008-09-24T18:56:00.006-04:00

A couple of weeks ago, I was incredibly honored to have JohannTheDog featured on the Giant Squid Community Showcase Blog. It's a blog that highlights Giant Squid lensmasters and their amazing lenses.

This was an extra special honor. You see the driving force behind Squidoo is none other than online marketing guru extraordinaire, Seth Godin. Seth is the author of some of the best and most popular marketing books on the planet, including:

Purple Cow : Transform Your Business by Being Remarkable
Word of Mouth Marketing : How Smart Companies Get People Talking
The Dip : A Little Book That Teaches You When to Quit (and When to Stick)

And he has a new book, being released on October 21st: Tribes : We Need You to Lead Us

I remember the first book that I read of Seth's. It was Permission Marketing : Turning Strangers into Friends, and Friends into Customers. I still have that book in my library today, and often refer to it to refresh my ideas and get some inspiration.

Seth's involvement in Squidoo was the main reason I decided to get involved in Squidoo, and utilize it as my vehicle for creating Squidoo lenses as educational pages in support of JohannTheDog.com. I have long admired Seth, his work, his intelligence, foresight and marketing savvy. And I immediately felt comfortable signing up with Squidoo, and believed that the site would stick.

So when we saw this very gracious post on Giant Squidoo Community Showcase that said 'a good example of a Giant Squid Lensmaster with a powerful brand is JohannTheDog,' I was incredibly honored.

To be recognized in this way by your peers, in a community you are involved in, is not only gratifying, but it's also an amazing confirmation that you are on the right track. And that, my friends, you just don't hear nearly as often as you should in life.

As with all honors, there come the skeptics. And this instance was no exception. Just after the post was announced on the Squidu forum, nice congrats from fellow Squidoos starting coming in through the forum post. But an interesting discussion about branding quickly ensued.

The skeptical question? In basic summation: 'Is a dog credible enough to be a brand?' And 'who is behind JohannTheDog?'

Good questions and ones I believe I answered. If you'd like to read a little on the friendly debate, head on over to the forum post - it's a nice little chat about branding, what people want and need, and providing them with the information, services and/or products they seek through a vehicle they enjoy.

Tips: Guy Kawasaki shares his five most important lessons he's learned as an entrepreneur

2008-08-22T11:35:00.004-04:00

One of our Twitter friends, Guy Kawasaki is a popular entrepreneur, venture capitalist, and blogger and understands business. Guy is a managing director of Garage Technology Ventures, columnist for Entrepreneur Magazine, and author of eight books on innovative business. He's also the brains behind the new site Alltop.com, a great “digital magazine rack” of the Internet, listing blogs on all types of subjects.

On Monday he shared his five most important lessons he learned as an entrepreneur on Sun Microsystems website. Here's just a taste:

Focus on cash flow. I understand the difference between cash flow and profitability, and I'm not recommending that you strive for a lack of profitability. But cash is what keeps the doors open and pays the bills. Paper profits on an accrual accounting basis is of no more than secondary or tertiary importance for a startup. As my mother used to say, "Sales fixes everything."

Make a little progress every day. I used to believe in the big-bang theory of marketing: a fantastic launch that created such inertia that you flew to "infinity and beyond." No more. Now my theory is that you make a little bit of progress every day--whether that's making your product slightly better, increasing your skill in one small way, or closing one more customer. The reason the press writes about "overnight successes" is that they seldom happen--not because that's how all businesses work.

Read more. It's worth taking the few minutes. And thanks Guy for sharing your wisdom.