DOGTV – The First Television Channel for dogs

Dog TV logoThis week the New York Times reported on a new cable channel, Dog TV; the story was also picked up by MediaPost.  The first thought that came to my mind, was how are they monetizing this? What advertiser in their right mind would buy space targeted to the canine demographic?  Turns out it’s a pay channel, now only available in San Diego, as an online stream, and an iPhone app.  A national launch is in the plans for late this year.

The premise is that Dog TV is something for your dog to watch while you’re not home, helping to relieve dog owner guilt at leaving the dog alone, further proof people want to offer services for their dogs as they would for human family members.  The channel also purports to help dogs acclimate to a variety of sounds and encourages the dog to relax at certain times and be alert at others.  I’ve spent enough days home with my dogs to know that adult dogs spend most of the day sleeping; I’m not sure they’d go out of their way to wake up for a favorite program.

Overall, the channel is doing a  great job with PR and social media getting the word out as they work toward a the national rollout.  I’m not sure I’ll be popping for an additional premium channel for my dogs, but I’ll check it out if appears in the local cable lineup.

 

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Lose Weight in 2012 with Purina and Jenny Craig

project-pet-slim-down lgogPet Product News reported on  a co-marketing promotion between two of food giant Nestle’s divisions, Jenny Craig weight loss and Purina pet foods work together to promote weight loss for both pet owners and their pets.   Project Pet Slim down is  marketed  through veterinarians as a New Years resolution for the pet and is not mentioned on either the  Jenny Craig or Purina  web sites.  The Project Pet Slim down site has information on assessing your pet’s condition, tips for getting your pet more active, pet weight loss reality show videos  and reference to weight loss pet foods available by prescription from Purina.  The Jenny Craig part of the program is optional for pet owners and offers a 30-day trial to the program (food sold separately.)

The New Year’s resolution tie in is a twist I haven’t seen in marketing diet pet foods before, and another validation of  the pet humanization trend. While I doubt many pets are looking to make changes for the New Year, obesity in American pets is a growing problem, just as it is in their owners. I applaud Purina for making the effort to promote better health in both pets and their owners.

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Bingo Pet Salon Offers Upscale Pet Services

Bingo Pet Salon StorefrontSoutheast Michigan’s local MetroMode media outlet reported on Bingo Pet Salon an upscale pet business opening in Royal Oak, one of the hippest inner ring Detroit suburbs. Bingo Pet Salon offers a contemporary look and feel and in addition to dog and cat grooming services, offers pet sitting and locally made specialty pet products, including personalized collars.  Located near the heart of the walkable downtown Royal Oak shopping district, the salon offers pet owners the opportunity to drop off their pets for grooming, take their time shopping and dining and then pick up their pet on the way home.  The business offers a free photo share for pet-sitting clients who become fans of the salon on Facebook.

This savvy business is taking advantage of a great location to position the typical time required to groom a pet as a benefit to their busy owners. Their pet sitting services include free email or text updates to out-of-town owners, with an upgrade available to include photo messaging about the pet.  The merchandise offered aligns with the trend to “buy local” and offers unique items which are in keeping with the boutique nature of human clothing and accessories sold in the Royal Oak shopping area.  The hours of operation are  targeted   to working pet owners, open every day except Monday until at least 6 PM and until 7PM on Friday and Saturday.

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Blame Dog Owners, not Marketing for Overweight Dog Epidemic

48 Pound Norwich Terrier

APOP Photo of Obese Dog

Petfood Industry reported on the pet obesity epidemic, which mirrors that found in the human population.   Research conducted by the Association for Pet Obesity Prevention finds that about half of all pets are overweight and roughly 20% of those are obese.  The APOP has conducted annual pet weight surveys since 2007 and has found an upward trend  in the proportion of overweight pets that are obese.    It appears that the culprit is not the shift to more premium brands of dog foods (low-calorie dog food sales are up) but that the dogs, like people, are snacking more often and eating more high-calorie snacks than in the past. Dog treats are one of the fastest growing pet food categories and like human foods, often very calorie dense.  Owners admit to indulging their pets with treats, and use of this “affordable luxury” may be spurred by the challenging economy.

The solution, just as for human weight loss, is more attention to a balanced diet, which for dogs is easily achieved by feeding a high quality balanced dog food, avoiding snacks, and regular aerobic exercise – which can aid in keeping their owners at a healthier weight as well.

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Christmas Gifts for Dogs

Dog carrying her wrapped Christmas giftIt looks like good news for pet retailers this holiday season. An annual AP-Petside poll conducted by GfK found that pet owners are planning on spending more on their pets’ Christmas gifts in 2011 than in 2010.  About half (51%) of pet owners plan to buy their pets a Christmas gift, a percentage which has held steady for the past 3 years.   The average expenditure planned is $46, up from $41 last year, with as you might expect,  more affluent households planning to spend more.

Toys are the most popular Christmas present for dogs, followed by food or treats.  Bedding, clothes and grooming supplies round out the top five gift categories for dogs, although one might wonder if those last two are gifts dogs would choose for themselves!

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Arf Van Furniture for Dogs by Art Van

Arf Van LogoHome Furnishings Business reports on the launch of Arf Van home furnishings for dogs from Art Van Furniture.   This is the first human furniture player I’ve seen enter this area; the products range from modestly priced dog beds which are similar to those sold in pet stores to hard goods which resemble traditional furniture.   Prices seem in line with Art Van’s moderately priced home furnishings for people.

With dogs considered an integral member of many families, there is definitely a market for dog furnishings  designed to blend in with the overall home decor.  Art Van’s entry into this market is reminds me of Bed Head’s introduction of the Pet Head line of hair and skin care products for pets. The furniture is currently on display in select Art Van stores, but must be ordered either in-store or online. Arf Van items can be shipped to any Art Van retail store at no charge.

 

 

 

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Facebook Pages for Dogs

Dogs in Social Media Infographic

While strictly speaking this post is more about dogs in social media than marketing per se, I just couldn’t resist a post about an article on Mashable which reported on a Lab 42 study and infographic about the number of dogs on Facebook.  It seems that about 14% of the people in the Lab 42 study had created Facebook pages for their dogs,  consistent with a UK study also reported on Mashable, which found that 10% of all UK pets have some sort of social media profile, including not only Facebook, but also Twitter and YouTube.  No mention of dogs on Linkedin, I’ve seen a number of dog-business interest groups, but no canines yet.

When I first saw these articles, I wondered how this squared with Facebook’s Terms of Use, which I thought limited profiles to real people, who are also permitted create pages and groups for other entities.  When I read the fine print, it just prohibits people from creating profiles without permission from  the person being profiled; given the large number of dogs on Facebook, I assume they fall within the rules.

Checking a couple of the dogs I’m associated with on Facebook , Rufus has a personal profile, while Satchel has a page.  I’m also friends with a few profiles that represent Bull Terrier kennels, an entity that I think is more human than canine, but perhaps a gray area. The most popular Facebook dog with over 1 million fans for his page,  is  Boo the Pomeranian.

NOTE: I recently noticed a thread on the Facebook group “AKC Judges Report Card” discussing whether judges should friend dogs, specifically dogs that might be shown under them, on Facebook.  The thought that the dogs might want to be careful who their friends are never crossed my mind when I created this post!

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Facebook for Dog Marketing

Facebook LogoLinkedin’s Pet Online Marketing Group started a discussion(join the group to see the full discussion) about members’ Facebook pages which as of December 31, 2010 had generated over 170 responses.   I spent some time reviewing the sites posted in the last couple months and wanted to post some general observations.

My impression was that the Page vs Group decision favored pages,  but there were a few businesses that had a group page and one that was using a personal page (named after the business). The best pages include customized FBML pages that hardly look like Facebook at all, frequent posts with relevant, engaging content that spawn discussions among their fans. The weakest pages  were those whose information tab consists of a single link to their business site, and who rarely post anything to the business wall and have several blank tabs.

The array of businesses represented by people commenting on that Linkedin discussion was quite wide including pet products,  pet services, books about animals, marketing services, retailers, media, artshelters, clothing (for pets and people), and of course the leading MLM pet product, Life’s Abundance pet  food.  I know that a number of national and franchised pet businesses have Facebook pages as well, so I think this mix reflects the membership of the Linkedin group, not all Facebook pet-related pages.

Facebook is becoming an ever more popular and effective marketing tool. In closing I’d urge all pet marketers to use it, but make an effort to fully populate your page, remove any tabs you don’t use, and commit to regularly updating the Wall content as a bare minimum.  The more web-savvy may want to explore customizing their page with FBML Another point to remember is that fan pages with 25 or more fans can create a custom URL in the form of www.facebook.com/fanpage which is easier for visitors to find than the default URL that includes this info plus a numeric string.

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Canton Paws in the Park Event

paws in the Park LogoThis past Sunday I attended the Paws in the Park event at Canton Heritage Park in Canton Michigan.  This was the second of a two-day event celebrating pets  sponsored by Paws in the Park USA and the Humane Society of Huron Valley along with other local businesses.  There were exhibitions and spectator participation events scheduled throughout the day and vendors selling both items of general interest like windows and chiropractic services and pet supplies and services. I made a tour through the booths and met a number of entrepreneurial Michiganders, including friends Julie King of Gertie Gear pet beds and Arlene Dalida, who owns an Aussie Pet Mobile grooming franchise.  The new products I found particularly interesting were the Beer Bones made from home-brewed beer waste products and the ChooBee dog toy, designed by a former automotive engineer, whose knowledge of materials, design and manufacturing combined to make what looks like a pretty darn good dog toy. My girls are testing it now!

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Best Friends’ Pet Boarding Facility at Disney World

Best Friends petcare logoThe New York Times travel section featured a piece on a new pet boarding facility affiliated with Disney World. Best Friends Pet Care at Walt Disney World is part of a national chain of pet boarding facilities. They are consolidating operations of the five boarding facilities which it operates for  WDW  guests into one large facility with capacity for 270 dogs and 30 cats which will open in August, 2010.  The luxury suite description fully recognizes owners’ propensity to humanize their pets, including such niceties as turn down service and ice cream treats.  What might in another facility be called  indoor-outdoor runs are called  suites with relief patios.

An interesting option that I’ve seen featured at other luxury kennels are suites that do not have an outdoor option at all, but instead confine dogs indoors all the time but include several daily walks.  Drawing on my experience working in boarding kennels, I will say that some dogs don’t understand the run concept and this option may work just as well for them even though they may not have as many opportunities for potty breaks as dogs in a more traditional kennel setup.

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