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PrattTribune - Pratt, KS
  • Digital Media Marketing: What we can learn from puppies

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  • The single greatest marketing statement of the 21st century is this: Puppies sell.
    They are furry and cuddly balls of adorable energy, and everyone loves them. Puppies represent the ultimate marketing tool. Take a picture of virtually anything with a puppy, and someone somewhere will buy it.
    Don't believe me? Consider this:
    Walking down the home products aisle in Target, the question isn’t so much which toilet paper to choose as which puppy: Andrex or Cottenelle? When the commercials come on we “ohhh” and “awww,” forgetting what’s being advertised. Grown men or 6-year-old girls, we are all powerless before the wet nose and fluffy tails of puppies.
    Molson, a Canadian beer, has an ad campaign featuring a chiseled man holding two puppies. The image has an accompanying explanation that when women see the ad, they will think of puppies and transfer the positive thinking to the beer. When a man holds a Molson beer, women will automatically be attracted to him thanks to the positive association with puppies. Talk about promotional power!
    Puppies are the ultimate marketing strategy for two reasons.
    First, puppies are relatable: 56.7 million U.S. households own a dog, and the pet industry represents a $55.53 billion industry. America is all about keeping it real, and puppies remind consumers that companies are human. Second, puppies are “unhatable.” It is impossible to hate a puppy. Just one glance at the innocent eyes, little wet nose and wagging tail, and even a heart of stone is turned to Jell-O.
    But puppies aren’t just an adorable advertising ploy. They can teach us a few things about marketing.
    - Puppies realize that looks matter. What’s inside counts for a lifetime, but landing pages, emails and print media have a much shorter shelf life. As a marketing professional, the job never stops. With mere seconds to impress a potential customer, the website and Facebook page have to always be up to date.
    - They know where the food is. Every company needs customers. Knowing where to find leads is necessary for future success. Are your customers primarily on Twitter? Make a Twitter account! Do you run? Join a running group and do some networking. Marketing isn’t about making an ad and sitting back. A good marketer is engaged 24/7 looking for ideas and inspiration.
    - They look for food even when they’re not hungry. Your business might be doing well at the moment, but there will come a time when there is a greater need for new customers. Consistently looking for leads and being aware of potential customers keeps a business on top. A smart business owner doesn’t stop when things get easy.
    - They speak up when they want something. Loudly. If you’ve ever had a pet and you’ve forgotten dinner time, you know that they let you know when you’ve dropped the ball. If you have an idea for your company, come up with a plan and make it happen. Want to make a change? Initiate it. Smart marketers know when they’re on point and stand up for their good ideas.
    Page 2 of 2 - - Puppies are loyal. Be reliable, consistent, dependable and loyal. Puppies know who their friends are and they keep them happy. Likewise a good marketing strategist has a strong relationship with both coworkers and customers, crafting a network of support.
    Puppies - the ultimate marketing ploy or business genius? Maybe a little of both.
    Propel Marketing is an online marketing company providing digital solutions to local small- and medium-sized businesses: www.propelmarketing.com.
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