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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Pedigree’s German adoption drive

German Adoption Drive poster
Pedigree Adoption Drive poster

CMD Global profiles a campaign by Pedigree in Germany which launched in 2008 to raise brand awareness and sales when Pedigree found its products trapped in a stagnant mid-market position.  Growth areas in the industry were in value priced store brands and at the premium end of the market.   Pedigree’s strategy leveraged the dog-owning public’s love of dogs and sympathy for homeless animals to improve brand imagery and preference rather than focusing on a product-centric message.

The Pedigree Adoption Drive campaign encouraged consumers to adopt shelter dogs and donate to the drive that benefited local shelters. Photos and stories about shelter dogs were featured in the campaign which included television, newspaper, outdoor and point of sale media.

The campaign exceeded its donation target, increased shelter adoptions, and helped Pedigree register an increase in both sales and share during the Adoption Drive period.

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Dog – Marketing Metaphor?

This weekend I’ve decided to update my personal website, dog website and this blog. I thought I’d set up some Google Alerts to help me find content. Of course it’s always wise to start with a search to make sure one’s Alert pulls up the right sort of content, so I started with the obvious search term – Dog Marketing.

I was amazed by the number of marketing companies which include “Dog” in their name. The list started with Two Dog Marketing, followed by One Dog Marketing and included Brown, Black, and Red Dog Marketing, Mad Dog, Alpha Dog, and Lead dogsTop Dog, Mountain Dog, and even Media Dog made it onto the top two results pages. I might add that only one of these companies, the highest ranking of several Black Dog sites, had anything to do with actual canines.

Bottom line, these terms aren’t going to yield what I’m looking for as blog fodder, but they illustrate the power of the dog as metaphor. Loyal, trustworthy, always there for you, your best friend; who wouldn’t want a dog for a business partner?

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