The Dog Marketing Blog

MediaPost reports that Dogtime Media has just launched the Save A Dog Facebook application with the support of Frontline as its exclusive advertiser through September. The application allows users to check out adoptable dogs by breed and location, and then virtually foster, walk, and send dogs to their friends. Points are earned for downloading the app and all virtual interactions with the rescue dogs.

For every 2500 points earned, DogTime will donate the equivalent of one cup of food to rescuegroups.org, a technology provider which creates online solutions for rescue groups and will use the funds to lower the costs of their services to those groups.  This is the first time I’ve seen an organization looking for volunteers to provide technical services rather than the traditional food, toys and pet supplies for rescue.

A comprehensive campaign is planned utilizing DogTime’s network of advertisers, bloggers, and newsletter subscribers as well as its Twitter stream. Partners Frontline and rescuegroups.org will also participate in campaign extensions.

A personal criticism of the application’s functionality: The breed selection tool could be better, as my search for Bull Terriers near my zip code yielded hundreds of pit bulls, but I saw no actual “English” type Bull Terriers such as I own. Which reflects the balance of those breeds in rescue, I’m sure, – I just wish the listing “Bull Terrier” was better targeted to match the dogs.  This problem may be limited to breeds with similar names, but it reduces the attractiveness of the app for people who can’t find dogs like the ones they own to send to people who also own those dogs (who happen to make up the majority of my Facebook friends.)

MediaPost reports that Purina is launching an interactive screen saver application called the Unforgettable Tail to promote its Chef Michael’s brand of dog food. The food is described as both mass market and upscale, which I interpret as available in mass retailers at a high price point.  I did see Chef Michael’s in online and big box pet store e-store listings earlier this year when the agency selection was announced, prior to the brand showing up on Purina’s own site.   I also see it’s  now available at Wegmans grocery stores for $.79 for a 3 oz container.

The article says the application will be available by “month’s end” on the www.chef-michaels.com website; since it’s only the 24th of June as I write this entry, I could find no trace of it online other than a note on the Chef Michael’s site that something cool was coming “in May.”  Chef Michaels has purchased a sponsored link on Google for its name but I couldn’t get the link to work today (the site does exist.)   The application will evidently allow dog owners to link their online photos, such as anything uploaded via TwitPic, to  a personalized dynamic screen saver that, of course, promotes Chef Michael’s products. I’m very curious to see this when it’s up and running; I’ll check back on this story in July!

The animal feed industry website All About Feed reports on research published by IBISworld which  confirms the continued growth of the pet industry; several of these trends have been noted in the Dog Marketing blog previously. Veterinary services are growing fastest, with a trend toward continued specialization; increased owner awareness of these specialties further drives utilization.

Pet food sales are expected to reach $15.2 billion in 2009 and show steady growth over the next five years. The migration to more expensive specialty and organic foods which was fueled by the 2007 tainted pet food scandal is creating a richer mix.   Pet stores are forecast to reach $11.45 billion in sales this year. It is interesting to note that income from the sale of pets is the smallest category and declining as concerns about the origins of pet store pets grow, leading to partnerships between pet stores and rescue organizations.

Fueling all this growth is the increased population of pet dogs and cats, estimated to reach 169 million in 2009.

I just finished reading Pets in America by historian Katherine C. Grier, published in hard cover in 2006 and paperback in 2007.  Although I found it a bit dry in places, overall it is a fascinating account of the subject. The book includes a tremendous amount of information about the marketing of pets, pet products, and retailing of all things related to pets.   Highly recommended for anyone with an interest in the topic, for a longer review I’ll refer you to Alida Baker’s in the New York Times.

I recently encountered an online dog supplies company called Oh My Dog Supplies on Twitter.  Since following them, I’ve been impressed by their use of social media.  I checked out the website, which features an interesting collection of  premium quality dog products with a guarantee that you won’t find any of their items at a pet superstore.  They sent me a direct message on Twitter inviting me to their Facebook site, then from Facebook alerted me to gender-segregated Manly and Sexy dog photo contests which even offer prizes on top of your bragging rights!  Since I’m pretty set in my ways and dog purchase habits, I think they’ve done a good job getting me this engaged. Time will tell if I convert to a customer . . .

Retailwire reported on research regarding pet category retail spending before and during the current recession.  Pre-recession research showed that pet spending was less likely to suffer during a econonmic downturn than spending on groceries, household and luxury goods.  However, data on actual spending in the fourth quarter of 2008 showed that pet owners shifted their shopping trips so that they were buying more of their pet supplies at mass marketers and dollar stores rather than grocery and pet specialty retailers.  The story concludes with a warning that retailers may be able to count on pet owners to keep purchasing pet supplies, but they cannot take their loyalty and spending levels for granted.

Jetta Rose and friend Mimi

A friend of mine who pet sits forwarded a copy of a dog tips newsletter from Nanny 911 for dogs,  which is distributed to over 2800 subscribers weekly. The author is Victoria Rose, a positively oriented dog trainer who currently lives in the Portland, OR area with her Doberman Pinscher, Jetta.

The  Nanny 911 e-newsletter includes dog care and training tips drawn from Victoria’s vast experience, often using personal anecdotes to make her point.  As a former journalist, Victoria still has the writing urge despite her transition to a dog training career and and leverages this passion to educate dog owners far beyond her own circle of clients.  Her motivation is to help people and their dogs live more fulfilling lives.  Although she occasionally  mentions products by name in the newsletter the publication does not accept advertising.

Victoria finds that occasionally subscribers will reach out to become clients, either in-person or for telephone consultation if they live farther away, but the newsletter is not her primary marketing tool.   She finds that Craigslist is actually the most effective means of marketing her business.  In a bit of a twist,  she has been successful getting people who posted dogs for sale on Craigslist to change their mind by  training the person and the dog to better understand and fulfill each others’ needs.