Pawsible Marketing

Online press release distribution basics.

2010-02-23T08:59:00.000-05:00

Over the years I've used many online press release sites on behalf of my customers, and for my own business, to get out the word on new product announcements, events, company announcements and more.

Online press release distribution is key in your total PR campaign to let the pet business media, customers, prospects, and other key publics learn about your business, and what's new with your business.

Press release distribution can also be a terrific tool to help you garner higher Google, and other search engine, placement for key words that are important to your company and your product.

Free vs Paid

What are the differences between free and paid sites? A quick review...

Generally speaking, most paid sites will provide you with not only the ability to gain Google, and other search engine placements, but they will also provide you with statistics and metrics to see who and how many have viewed your press release.

In addition, many pet business medias utilize some of these key paid sites as a way to search for pet business news and information from pet business companies to share with their audiences. Paid sites like PRNewswire and Marketwire are very popular online news media outlets and can have their advantages over free paid sites.

Free online sites can be just as effective as paid sites in my opinion, but it does depend on your goal. While in some cases you may not be able to track how many people and who have viewed your press releases, they can get very good Google, and other search engine placements; many times getting the front page of Google for key search terms related to your announcement.

In addition, I see more and more pet business medias utilizing Google (and other search engine) searches, as well as press release sites, in gaining information, and new product and company announcements, just as much as searching some of the paid press release sites.

Free press release sites do have some limitations that paid sites can provide, like adding images, or multiple hyperlinks to your press releases. In many cases you can add those elements, but there is an additional cost on free sites. Most importantly, there is usually a delay in when the free press release will be pushed out online (sometimes 2-3 days). So if you have very timely news, paid press release sites are definitely the way to go.

What I recommend

In most all cases, I recommend my clients utilize several free press release sites to distribute their press release online, unless they have an extremely timely topic that would require getting the word out immediately. I also do the same when getting out announcements about my business.

I have found that it is a bit more time consuming and sometimes challenging to the 'computer novice' to submit your press release to these free sites. Like anything else that's new to you, there is a learning curve. The more you do it, the easier it becomes.

Also I have found that when utilizing free or paid sites, there isn't really any difference in how my press release for my business or my clients gets results. Free or paid, I see the same results in Google (and other search engine) placement, contacts and more.

Again, it depends on your goal before making a final decision on free vs paid.

A quick listing of my favorite press release sites

Free

Pitch Engine - Pitch Engine is by far my favorite free press release distribution site.The only draw back is that now they only keep your press release up for free for 30 days. But the interface is very attractive and can make your business really stand out. And the social media sharing aspect is spot on with there system. You can purchase services from Pitch Engine to keep your press release up for a longer period.

PR.com - One of my primary recommendations for free press release distribution.

24-7 - I have had good luck in getting front page Google placement for key word searches with 24-7.

PR.log - Another one of my top free sites, allows links in free press releases.
PetPress.net - This site is free with approval of your press release. And specific to the pet business trade.

Paid

Pitch Engine - Even though I've listed Pitch Engine as one of my favorite free sites, they are also one of my favorite paid sites. Great interface, ease of use, and more.

Marketwire - One of the top three most visited online paid press release sites by journalists and medias.
Businesswire - Another top paid online press release site for distribution.

PRNewswire - One of the top three most visited online paid press release sites.

PRWeb - I see a lot of pet businesses utilizing this paid service and getting good results.

Online press distribution is only one part of your PR plan

Remember, online press distribution is only one part of your PR plan, albeit an important one. Other PR elements also play a very important part in your plan, from fashioning and scripting the writing of your press release to differentiate your business and your product or event, to distribution to pet business media and more.

Photo credits:

http://www.flickr.com/photos/meaganjean/ / CC BY 2.0

http://www.flickr.com/photos/deerwooduk/ / CC BY 2.0

Top Pet Trends for 2010

2010-02-02T07:11:00.001-05:00

Top Pet Industry Trends for 2010

Good news! The pet industry continues to be one of the few industries successfully navigating our current economic recession, while many industries are struggling to survive.

Throughout the year, I work with many pet business owners - from pet product manufacturers and pet related service providers, to online and offline retail shops, and new product and services companies entering the pet industry market. And, I talk with industry analysts to keep up on new and evolving trends in the pet industry.

One of the key marketing strategies I discuss with my clients is what’s current and what’s on the horizon for the pet industry, and how can they leverage this knowledge to be more successful in their business.

Here are my Top Pet Industry Trends for 2010.

The Facts/The Market

Many pet industry and retailer analysts’ predictions for 2010 continue to point to an increase in overall sales of US pet products and services.

According to the recent January 19, 2010 survey by market research publisher Packaged Facts, “U.S. sales of pet products and services increased 4.8 percent to $54 billion in 2009.” They also indicate “sales of veterinarian services increased the most at nearly 10 percent, followed by pet food at 5 percent, other pet services at 4 percent and non-food pet supplies (which includes grooming products and bedding) at 3 percent.”

Overall, Packaged Facts is projecting the U.S. pet market will grow at a 7.1-percent compound annual rate from 2008 to 2013, up from 6.4 percent in the previous five-year period (2004-2008).

The American Pet Products Association projections for 2010 are not yet in, however, their March 2009 estimated total U.S. pet industry expenditures for 2009 was $45.5 billion, with actual spending in 2008 at $43.2 billion, a complimentary increase.

While the total numbers may vary, there is no doubt that the pet industry overall is a growing industry.
We are already seeing 2010 as showing great signs for continued imperviousness to the down economy. My expectation is that this trend will continue as pets grow more solidly and widely in their position as cherished family members, and aging baby boomers look to pets to fill a void left by empty nests.

Pets in the US

One of the key and most important continuing trends in the pet industry is the status of pets in the lives of families all across the US.

As in recent and past years, there is no doubt that pets continue to become more and more a part of the family, even to the extent of becoming, in some cases, ‘humanized’. With that heightened status in the family, comes an increased awareness and interest by pet owners for information on how they can best care for and feed their pets, integrate them more in their busy lives, and make their lives more happy, healthy, rewarding and engaging.

Combine that with the existing proliferation and availability of information via the Internet, you have millions of pet owners seeking out information, recommendations, and ideas on how they can help their pets lead a more healthy and enjoyable life.

The Face of Retailing both Products and Services

Even though the economy is certainly still struggling, this continued increase in status of pets in the family in a broader number of families throughout the US, will drive more and more pet loving families to purchase. Quality, rather than quantity, will prevail.

Spending will increase in the areas of pet care luxury services, like dog daycare, day spas, pet sitting and dog walking, and adventure camps, as the lives of pet loving families become increasingly busy.

A number of independent organizations are gaining ground in testing, lobbying and getting the word out about the safety and health effects of some pet products on the market. Green, eco-friendly, and healthier products will be sought after as consumers learn more about these potential dangers.

Durable, longer lasting products will be key to consumers as they seek out value in an effort to protect their wallets.

The pet industry is, however, feeling the effects of the economy and increased competition. 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.

General big box and larger retailers will continue to jump on the pet products/service bandwagon in an effort to dive into the successful pet industry. In addition, pet industry big box retailers and larger service providers will continue to increase and broaden their products, and services, with the intention of becoming a one stop shop for all consumer pet needs.

More celebrities will form partnerships with existing pet product manufacturers and retailers in an effort for both of them to capitalize on pet industry opportunities. Other partnerships and mergers between companies online and offline will be forged to help alleviate the cost of providing additional products and services on their own during the tough economy.

Only the strong will survive in the pet boutique and independent pet-related retail business category, online and brick and mortar, Those that strive to create niches for green and healthy products, big dogs, or other chosen niches, will be the most successful as they target their specific markets, educate consumers, and work to build a loyal customer base. With this economy, a niche within the high end luxury pet product market would be a risk, without a current base of loyal customers or significant capital to weather the current economic conditions.

Successful smaller pet businesses will become the end all, be all for their specific chosen pet business niche reaching information seeking pet owners, via a wide variety of online and offline tools to help communicate, and showcase themselves as respected experts in their pet industry niche to help their businesses, services and products stand out from the competition, and grow.

Pet toy manufacturers will be concentrating on creating and expanding their product lines to focus on multi-purpose, intelligent, interactive and puzzle type toys as these pet loving families look for ways to further interact, spend time with and entertain their pets, and as the one purpose toy category is over saturated.

Green (and Healthy) Is Still The New Black

A growing number of organizations are lobbying and actively assisting and helping more and more pet lovers understand and become more knowledgeable about the health and safety of pet related products on the market. More and more consumers will actively seek out information via the Internet and social media in their pursuit for safer and healthier products and services for their pets; including everything from specialty products to necessity products, as well as services provided like grooming, boarding and day care.

This trend and availability of information will steer more and more large and small manufacturers, service providers and retailers to offer greener, safer, higher quality and healthier products and services. Education will be key for all of these pet businesses in helping their potential customers understand health and safety issues, as consumer seek information.

Trends in Health and Care

Continuing along the lines of ‘pets as family,’ and as pet healthcare advances have grown dramatically in recent years, comes an increase in the cost of caring for pets.

As we saw last year, we will continue to see an increase in the number of pet related retailers, as well as non-pet related big box and regional retailers, offer pet health insurance and care options to their customer base through affiliations with existing pet health insurance and care companies.

In addition, we will see an increase in the number of pet insurance brands as they jump on the pet healthcare growth bandwagon, even though these companies may utilize the same insurance company. Pet insurance, health care companies and providers will expand their offerings to provide a wider range of services and options for pet loving families, including plan offerings, coverage for alternative types of treatments, and coverage for older pets, all driven by consumer demand and increasing competition.

Because of the increase in competition, we may see a the availability of decreased costs offered by competing health insurance, and packages available through larger pet and non-pet retailers.

We will also see an increase in the number of larger employer companies offering pet health insurance and wellness plans as part of their benefits packages for their general employee population.

Consumers will be increasingly attracted to 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 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. Comparison shopping among plans will be key for consumers.

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 and actively participate in family activities outside of the home.

This will continue to lead to increased products and services in the pet travel category, as well as increased purchasing of pet travel related items and services.

As predicted last year, we will see more companies beefing up their car safety and transport product lines, automotive and auto insurance companies will expand their marketing to pet lovers, as well as expand their offerings; and you will see a continued influx of travel related services for pets; from major airlines catering more effectively to pets as part of their offerings, to websites and companies that provide information and services geared toward pet related travel.

Social Networking and the Internet

There is no doubt that social networking, blogging, and other forms of online communication will continue to play a major role in many pet loving families lives this year, as they look to share their beloved pets with the world, seek out respected and recommended information, network with like-minded pet owners, and keep informed of pet related news, information, products and services.

From Dogster/Catster to Facebook, Twitter, blogs and online groups and forums, pet loving parents of dogs, cats, hamsters, horses, ferrets and other pets are online, interacting with other pet lovers at an unbelievable increasing rate.

With the availability of social networking at their fingertips 24 hours a day, through various devices, this trend will continue to grow and expand. Also with that availability, comes passionate pet lovers talking about what they like and don’t like in the way of products and services pet businesses provide.

It can be a great opportunity for pet products manufacturers, retailers, and service providers to connect and provide education to these information seeking online pet consumers in an effort to grow their business.
The key for successful companies will be how they handle customer service, education, information sharing, and interaction with these potential and current customers, and how they work to gain the respect and trust of the pet loving consumer.

In conclusion...

These are just a few of the trends we see effecting and directing the pet industry in 2010. 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.

How did your pet business fare this past holiday season?

2010-01-06T15:45:00.002-05:00

General retail and sales results are showing a slight increase in sales this past holiday season from the 2008 holiday season. We wanted to know how your pet business fared over the holidays.

So let us know, take the poll!

2010 Pet Industry Events

2010-01-05T08:34:00.009-05:00

Pet Industry Trade Shows

2010 Events

Feb. 12-14
Pasadena, Calif.
West Coast Pet Industry Trade Show
Pasadena Convention Center
Contact: 717-691-3388; www.westcoastpetshow.com

March 25-27
Orlando, Fla.
Global Pet Expo
Orange County Convention Center
Contact: www.globalpetexpo.org

April 23-25
Baltimore, Md.
H.H. Backer Spring Trade Show
Baltimore Convention Center
Contact: 312-578-1818; www.hhbacker.com

Sept. 14-16
Las Vegas, Nev.
SuperZoo
Mandalay Bay Convention Center
Contact: Dave Williams, 626-447-2222, ext. 317; www.wwpia.org

Oct. 8-10
Chicago, Ill.
H.H. Backer Christmas Trade Show
Donald E. Stephens Convention Center
Contact: 312-578-1818; www.hhbacker.com

2011 Events

March 24-26
Orlando, Fla.
Global Pet Expo
Orange County Convention Center
Contact: www.globalpetexpo.org

International Pet Industry Events

2010 Events

Jan. 23-24
Edmonton, Alberta, Canada
9th Annual Edmonton Pet Expo
Northlands AgriCom, Hall B
Contact: 780-490-0215; www.petexpo.ca

Jan. 28-29
Vienna, Austria
Global PETS Forum 2010
Hilton Vienna
Contact: www.petsinfo.net

Feb. 7-11
Birmingham, England
Spring Fair International
National Exhibition Centre
Contact: www.petsinfo.net

Feb. 12-14
Noida, India
India International Pet Trade Fair
Delhi International Expocentre
Contact: www.iiptf.com

Feb. 12-14
Melbourne, Australia
The 10th Melbourne Pet & Animal Expo
Caulfield Racecourse
Contact: info@emsaust.com.au; www.emsaust.com.au

March 3-5
Bangkok, Thailand
Victam Asia 2010
Queen Sirikit National Convention Center
Contact: www.victam.com

March 11-14
Birmingham, England
Crufts 2010
National Exhibition Centre
Contact: www.crufts.org.uk

April (dates undetermined)
São Paulo, Brazil
Pet Fashion Week New York-Brazilian Edition
Contact: www.petfashionweek.com

April 25
Calgary, Alberta, Canada
Calgary Pet Industry Trade Show
Stampede Park
Contact: www.pijaccanada.com/en/tradeshows/calgary/

May 2-3
Richmond, British Columbia, Canada
Western Pet Expo
Richmond Curling Club

May 13-16
Nuremberg, Germany
Interzoo
Contact: www.interzoo.com

May 23-26
Hobart, Tasmania
Australasian Aquaculture 2010 International Conference and Trade Show
Hotel Grand Chancellor Hobart
Contact: www.australian-aquacultureportal.com

June 24-27
Herning, Denmark
World Dog Show 2010
MCH Messecenter Herning
Contact: www.worlddogshow2010.dk

Aug. 29-30
St-Hyacinthe, Quebec, Canada
ExpoZoo
Hotel des Seigneurs
Contact: www.pijaccanada.com/en/tradeshows/expozoo/

Sept. 19-20
Mississauga, Ontario, Canada
National Pet Industry Trade Show
International Center, Hall 5
Contact: www.pijaccanada.com/en/tradeshows/national/

Consumer Shows

2010 Events

Jan. 22-24
Los Angeles, Calif.
Pet Expo USA/Go Green Expo
LA Convention Center
Contact: 661-210-6995; www.petexpousa.net; www.gogreenexpo.com

Jan. 23-24
Tunica, Miss.
Tropical Bird Expo/Bird Mart
Harrah’s Convention Center
Contact: 866-311-2243; countryfeathers@prodigy.net

Jan. 29-31
Timonium, Md.
World of Pets Expo
Maryland State Fairgrounds
Contact: 800-882-9894; www.worldofpets.org

Feb. 12-14
Edison, N.J.
Super Pet Expo
New Jersey Convention & Exposition Center
Contact: www.superpetexpo.com

Feb. 26-28
King of Prussia, Pa.
Super Pet Expo
Valley Forge Convention Center
Contact: www.superpetexpo.com

Feb. 27-28
Hillsboro, Ore.
Unique Animal Expo & Pet Fair
Washington County Fairgrounds
Contact: 503-717-4145; www.uniqueanimalexpo.com

March 19-21
Chantilly, Va.
Super Pet Expo
Dulles Expo Center
Contact: www.superpetexpo.com

March 19-21
Reading, Pa.
Reading Pet Expo
Greater Reading Expo Center
Contact: 800-677-4677; www.horseandpetexpo.com

March 19-21
New York, N.Y.
Pet Expo USA/Go Green Expo
Jacob K. Javits Convention Center
Contact: 661-210-6995; www.petexpousa.net; www.gogreenexpo.com

April 9-11
Cincinnati, Ohio
Iams Everything Pets Expo
Duke Energy Convention Center
Contact: 888-292-4394; www.everythingpetsexpo.com

May 1
Santa Clarita Valley, Calif.
Pet Expo USA
Contact: www.petexpousa.net

Grooming Shows and Pet Services Events

2010 Events

Jan. 17-24
Baltimore, Md., to the Bahamas
Pet Pro Cruise
Carnival Pride Cruise Ship
Contact: 717-691-3388; www.barkleighevents.com

Jan. 22-24
Orlando, Fla.
National Association of Professional Pet Sitters (NAPPS) Annual Conference and Small Business Forum
Regal Sun Resort
Contact: www.petsitters.org

Feb. 3-6
San Diego, Calif.
Pet Sitters International Quest for Excellence Conference
Contact: www.petsit.com

Feb. 11-14
Pasadena, Calif.
Groom & Kennel Expo
Pasadena Conference Center
Contact: 717-691-3388; www.groomexpo.com

March 4-7
Atlanta, Ga.
Atlanta Pet Fair
Hilton Atlanta Airport
Contact: 770-908-9857; www.atlantapetfair.com

March 19-21
Tacoma, Wash.
Pacific Northwest Grooming Show
Hotel Murano
Contact: 717-691-3388; www.barkleighevents.com

April 30-May 2
Kansas City, Mo.
Groom Classic 2010
Sheraton Kansas City Sports Complex Hotel
Contact: 800-705-5175; www.groomclassic.com

June 4-6
Denver, Colo.
Colorado GroomFest
Crowne Plaza Hotel
Contact: www.nationaldoggroomers.com

July 22-25
Fort Mitchell, Ky.
PetQuest 2010
Contact: 717-691-3388; www.barkleigh.com

Aug. 12-15
Wheeling, Ill.
38th All American Grooming Show
Westin Chicago North Shore Hotel
Contact: aagrmgshow@wowway.com; www.aagrmgshow.com

Sept. 9-12
Hershey, Pa.
Groom Expo 2010
Hershey Lodge and Convention Center
Contact: 717-691-3388; www.groomexpo.com

Oct. 20-24
Atlanta, Ga.
Association of Pet Dog Trainers Annual Educational Conference and Trade Show
Hilton Atlanta
Contact: www.apdt.com

Distributor Events

2010 Events

Jan. 26-29
Indian Wells, Calif.
Pet Industry Distributors Assn. Mgmt. Conference & 42nd Annual Meeting
Miramonte Resort
Contact: www.pida.org

May 1
Norcross, Ga.
Summit Pet Customer Appreciation Trade Show
Hilton Atlanta Northeast
Contact: marketing@summitpet.com; www.summitpet.com

July 11
Plant City, Fla.
The Ammerman’s Exotic Yard Sale
The Ammerman Family Farm
Contact: 813-752-2230; www.ammermans.com

Sept. 25-26
Greensboro, N.C.
Summit Pet Open House Trade Show
Summit Pet Warehouse
Contact: marketing@summitpet.com; www.summitpet.com

Information provided courtesy of Pet Product News International and Pet Business Magazine.

Happy Holidays!

2009-12-24T19:51:00.001-05:00

To all my clients and future clients...

All of us at Pawsible Marketing wish you and yours the Happiest of Holidays and a Very Prosperous New Year!!!

--Johann, Gracie, Wolfie, Wiggy and Leslie

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.