Promoting Michigan Dog Events, Products, and Services

The Michigan Canine Resource Guide is a unique publication targeted to dog owners in Michigan.   Beth Mitchell launched this guide to dog-related events, products, and services in Michigan in 2015 and it has steadily grown as more organizations and advertisers contribute.

Beth was inspired by the Arizona Equine Resource Guide,  published by her sister who is active in equine events in that state.  Beth didn’t have a horse, but she does have a dog, and she had spent a lot of time and energy finding the best resources to train her dog and resolve some behavior issues.  She thought there had to be other people looking for a central repository of information on dog events and dog-related services, so the Michigan Canine Resource Guide was born.

Beth started gathering content for the publication in 2014, creating a dog-themed cover and using her sister’s equine guide as an example of the type of content (with horses) that would be featured.  She had booths at dog shows and dog expos around the state and asked people she met at those events how they publicized their events, then explained how the Guide could expand their audience.  She also asked for referrals to other types of events and host organizations she should include.  She solicited ads from other event vendors and asked for referrals to canine professionals, retailers, and manufacturers to find other potential advertisers.  Many lunch hours on her day job included ad sales calls!  Event-giving clubs and organizations are encouraged to contribute dog events for the calendar to help make the publication as complete as possible; there is no charge for the listing.  Advertisers not only appear in the publication, their events are promoted through weekly emails, they are listed in an online directory, and they contribute articles and blog posts that appear in the publication, on the website, or both. Beth retains a creative director who produces ads and other content as needed and has several part-time ad salespeople recruited from the dog community.

The publication is still promoted through booths at select dog events, and every year Beth attends new events to reach a wider audience.  The guides are distributed free at dog events, participating businesses, and pet specialty retailers.  The guide can be viewed interactively online or downloaded in pdf format from the Michigan Canine Resource Guide website.   In addition to the guide itself, the Michigan Canine Resource Guide has an online calendar of events on their website, a directory listing for all advertisers,  and blog posts on a variety of canine topics.  The Guide also has a Facebook page as well as Instagram and Twitter (@MiDogGuide) accounts. It stays in contact with dog enthusiasts through an opt-in weekly newsletter and advertisers also have an option to send sponsored emails to subscribers.  As the publication has grown, Beth has upgraded her marketing tools and currently uses WordPress for the website and MailChimp to manage her email subscription list.

The Michigan Canine Resource Guide has grown steadily in event listings, advertisers, and circulation since its launch.  Beth’s goal is to provide all Michigan dog owners with the resource they need to find local businesses, services, and events that will enable them and their dogs to live a healthy, happy life together. The biggest challenge is getting ALL the dog clubs in the state to contribute information about their events in a timely manner, so the event calendar is as comprehensive as possible.  Beth hopes that as the Guide becomes more and more of a “must have” for Michigan dog lovers, every canine organization or business will feel it’s an important element in their promotional plan.

 

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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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Celebrity Dog Marketing

Petfood Industry News published an article about the increasing use of celebrities in dog food and product marketing.  Rachel Ray collaborated with Dad’s to create a  pet food  line called Nutrish, Cesar Milan has a relationship with Petco, Martha Stewart and Purina and Ellen Degeneres’ relationship with Halo foods are all detailed in the discussion.  For manufacturers using celebrity endorsers, there is always a risk/reward analysis to be made. A popular celebrity will raise awareness, but they must be seen as credible endorsers – not quite as much an issue with pets than say a car brand, and the manufacturer always runs the risk of celebrity controversies which can damage their brand as well.  In the case of celebrities launching products under their own label, a manufacturer can benefit through the additional production, but relies on the celebrity to do effective marketing to support  demand.

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