Posted by: Troy White
October 31, 2008
Issue #536

Has effective marketing
gone to the dogs?

Fellow Business-Builders,

Casino the Crusader … and a damn fine puppy

After two years of pestering and some on-paper commitments from them, we just got a new puppy for the girls 8th birthday.  They have wanted a dog for soooo long (me too) … and I made sure we were all in agreement with how they would help, and the type of dog they would get.

(Note: this contains non-puppy content too … and some great marketing ideas learned in the process.)

Rather than opting for a purebred dog, we decided to rescue one.

And I was shocked at how many rescue companies there are in Calgary!

We have been watching all the rescue websites for the right time and the right dog. The night of October 1st, I decided to check out the Misty Creek Rescue Web page (http://www.mistycreekdogrescue.com). 

When I read Casino’s story … I knew he was the right one for us. 

From his blog (yes, they had a blog up for him!) …

“Man, am I one handsome dude! All the girls ogle over me! I am a really nice puppy, too! My name is Casino and I was found wandering by the roadside, on the Indian reserve, when some kind person scooped me up and called the rescue people.

“They dropped me off at Misty Creek, where I was nursed back to health. (I had mange, was hungry and dehydrated, and looked like someone had kicked me in the face.)

“Now I have a beautiful coat and a full belly!

“I definitely have some Husky in me, but not sure what else … just a well-rounded mixture, I guess! When you hold me, I like to give you the Husky Hug. I am quite the snuggle bug.

“My foster mommy said that I am great. I have been very good in my crate at nighttime. Not a peep out of me. She let me hang out on her bed the other morning … she must really love me because her foster dogs are not allowed on her bed! Wink, wink.

“My foster home has two dogs and two cats, so I am getting exposure to other animals. I have two human foster siblings, and they think I am special, too.”

So, I put in our application to adopt Casino … getting a prompt phone call a few hours later. The next day, they reviewed our application with the others and decided they wanted us to come and see him before the others … you can guess what happened. :O)

When you see a little furry face like this … how can you say no?

Three days later, we had him at home and introduced him to the cats … not so great of a reception. (Hissing is the language that says “GET OUT! We own this house and hate dogs …”)

For the past couple of weeks, we have been getting him trained (as best we can on our own … more on this in a bit), trying to calm down some seriously p-o’d cats, and figuring out some local dog places for our new addition.

First, the recommendation from Colleen at Misty Creek for training was a company called Sit Happens (love the name! - http://www.sithappens.org). And it was a VERY pleasant surprise to see that the gals that run this place – GET IT. 

Not only do they offer a great training facility, but they understand upselling really well.  We signed up for their Gold Package that gives us the Puppy Playtime, Bright Puppy and Let’s Go classes. 

Plus, they run multiple classes and times that are wide open for drop in.  The best part (from both a marketing perspective AND a new dog owners perspective) … once Casino graduates from the main three classes … he can then start taking the advanced courses (each at escalating price points).

They are open six days a week (sometimes seven, if a new program is starting) … and have very strict approval and sign-up conditions in place.

What is significant about this program
is the size of the classes.

Remember, we are in a “recession,” as the media is likely to throw in your face every chance they get.  People aren’t buying anymore!  Panic! Sell everything! Panic More!  Businesses are losing their shirts (and employees)! 

Yada yada yada.

The smart businesses out there (like Sit Happens) don’t even bother listening to all the mumbo jumbo in the media … they would rather make some money.

Average class size … 50 people
(6 days a week, multiple classes a day).

The average person is investing in the same program we did … $350.

The average person is buying treats for the dogs from them (at two times the price of buying them elsewhere) … and the treat bags (selling for 320% more than anywhere else … I checked).  And people are lined up every class to buy more.

They sell high-end bicycles that connect to dog harnesses, so the pulling dogs (like a Husky) can do what they love to do … pull people!  Average price on the bicycles … $750. (We haven’t bought one yet … he’s not old enough … but we will. )

They sell all kinds of very pricey knick-knacks for dogs … and people are lined up each class to buy them.

Start doing the math here and you can easily see how they have built a business of devoted buyers, ones who want to attend each and every class they put on.

The best part? Average class revenues are $15,000 (spread out over 8 weeks) … TIMES multiple classes every single day TIMES 6 days a week of classes.

The cars out front … almost all of them are new vehicles … again, they target people with money.

[I had someone make a comment last week about the fact that I should be offering more advanced lessons in my column … feeling much of mine is very basic marketing information. 

I promised to “up the ante” and do more of that … but the dog business is too pertinent to ignore.

Why?  Because 95% of the pet businesses I see out there IGNORE THE BASICS. 

They don’t have any decent form of customer data acquisition.  They don’t follow up with their leads. They don’t offer package bundles.  They don’t offer bundles of “things” that people cannot buy elsewhere … virtually making it impossible to price shop.  They don’t offer escalating scales of product and service offers.  They don’t offer any form of community experience. They don’t offer 1 out of 100 possible basic marketing techniques to their clients. 

They completely ignore the basics!  I understand the point made about basic techniques vs. advanced … but I highly recommend that each and every one of us makes SURE the basics are being looked after in our businesses before even bothering to worry about the advanced techniques. Besides, Clayton, Daniel and the other guest editors all make sure you get ample amounts of advanced techniques. 

Sorry for the rant, but I see far too many people ignoring the basics … which are where the most powerful profit opportunities are for most businesses. 

I am open to your comments and suggestions here … please.]

Second thing we had to do - get some good food in his tummy.  He had a bad start on an Indian reserve and was malnourished … so he does deserve some decent food.  I had heard about this thing called raw food before, and now was the time to look into it.  And was I in for a whole new world … and another big surprise!

Raw food is just as it sounds… raw meats prepared by others (you can also do it yourself).  The first company in Calgary I visited had an entire room filled with freezers. Each freezer had a different brand and quality of raw foods.  Chicken, beef, turkey, fish, buffalo … you name it, they have it.  And they have it in low quality right up to caviar quality … prices, of course, reflecting the quality.

If you think about it … dogs in the wild ate this way.

But they don’t have to pay the $1 to $7 PER MEAL price that is offered through these businesses.

Yet, despite the price … people are buying in droves.

We have been feeding him this way since day one, and he is loving it.  It most definitely costs more than the regular food … but we will do anything for our pets … right?

Think about that, too … I am willing to pay two to three times the price every single month to feed him quality food (along with thousands of others in Calgary) … just because it was offered to me … I was educated on the benefits … and it just made sense.

The girls are having a blast with Casino! I guess it’s fair to say that Kari and I are as well .

Now that he is leash-trained, we can walk with him to school, get some extra exercise, and have a lot more fun than in the backyard.

Speaking of backyards … there seems to be a bit of a mess there too … one that local businesses are glad to take your money to help you clean up.  Here is one service http://www.pooohbusters.com/ that charges up to $65 a month for “scooping” services.  This is one thing I am handling myself (for now … I may change my attitude when he is an 80-pound dog!) … but from my conversation with them, business is better than ever before.

Let alone the Done-For-You services being offered for dogs … walking … driving them to and from their appointments (vets, groomers, dog walkers, etc.).  You name it; someone out there will do it for you, for a fee.

And again, despite the recession, these companies have seen little to no slow down. Many of them are busier that ever before.

I highly encourage you to question these issues in your business. Yes, they may seem basic, but what are YOU doing to address these strategies in your business?

• Bundling products together to up the average purchase price.
• Creating unique bundles and program names so that people cannot shop around for what you offer.
• Community type of offerings you have that get like-minded customers together talking about you.
• Raising your prices in the high end offerings.
• Average products being priced two to three times the typical price point … but being sold differently.
• Done-for-you services that your customers want and will pay for.
• Having an actual plan for escalating your first time clients right through your entire product offering … and showing them how they can get there quicker (and for less money) … by buying into the membership program and becoming one of the advanced members.
• Having some products and services that are priced so high that the media will love you … as will the top 5-10% of your customers.

And so on.

To your success,

Troy White
Editor, Small Business Mastery
Supplement to THE TOTAL PACKAGE

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A Final Note:

If you have specific subjects you would like addressed, or have any comments on what you have seen here, please submit a comment below and I will see how I can help.

"A man to carry on a successful business
must have imagination.
He must see things as in a vision,
a dream of the whole thing.”

– Charles Schwab

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8 Comments »

1. Comment by Glen Kohlenberg — October 31, 2008 @ 5:41 pm

   Yeah Troy another dog lover! We also have 2 dogs and my kids tell me that they are better taken care of then they where growing up.

   But then again my dogs don’t talk back. You hit the nail on the head about all the whining and doom and gloom you here out there.

   I find the ones with  positive attitudes have a ton of business right now. I was early for an appointment the other day so I stopped and had lunch at a place I had never been before.

   All the time I was there the owners and the waitress all they did was bitch about how bad things were. Counting me there was 4 people in the place.

   When I paid they ask how the food was? The food was great but the atmosphere sucked! She said what do you mean?

   Needless to say I gave her a hint or two and my business card and explained she had 2 choices. 1. Take what I said to heart or 2. call the number on the card to sell the place.

   Guess who called the other day?

   Great post Troy and by the way the guy that wants advance classes on marketing tell him to call Clayton. We need you for the little guy!

2. Comment by Patrick Whitson — October 31, 2008 @ 6:27 pm

   Troy,

        I’m a first time commenter here and I have just come across your articles last week. Matter of fact, I printed out a whole binder worth of articles that I am going through right now.

        You are right on in this article - many people take great pride in their animals and want the best for them (as you do as well, as mentioned in this article).

        Looks like poohbusters.com and the dog training companies are doing the right things and building their business while everyone else is crying about the doom and gloom.

        This past summer I just started a web design business that tailors to small to mid-sized businesses in my local area. I really want to be the "go to" person for small businesses in helping them improve their sales and follow-up processes.

         I really enjoy your articles and they are right to the point, practical and I am going to start implementing ONE thing at a time and expect results. I would also really appreciate any feedback on my site and a few tips on how to reach the small businesses in my area.

        Keep up the good work and God bless.

   Patrick Whitson
   http://www.patrickwhitson.com
       

3. Comment by Marcelino Latorre — October 31, 2008 @ 6:52 pm

   Thanks Troy, the basics are often forgot. I love learning from you guys at the total package each and every day!

4. Comment by Susan Connors — November 1, 2008 @ 3:24 am

   Hi Troy

   I love dogs too - we rescued Mate from the local dog pound the day he was due to be put down (here in Aus). He is a lovable lump — half St Bernard and half Border Collie. He is all Border Collie in looks with the St Bernards size and doesn’t drool. A more devoted Mutley I couldnt ask for - magic with the kids and everything!

   Now down to the basics - so true! I am currently revising my business practices, looking to improve on what I do, upscale the services and some joint ventures. Building a list is what I most need to do - so my readers can come back and be notified when  it is updated.

   Now I have an experience and a half to share. With one of my main clients, a publisher here in Aus, I asked for some web statistics to see how I could improve on my content etc for the clients/readers. You know, find out what readers are interested in and improve etc.

   Well, in the email, nothing negative was sent. He sent a message to me yesterday, from the Managing Director. My client is a franchisee and the Managing Director of the franchise- said it was chaos at her end. Yes, they could get the stats for the website, but basically why bother? The magazines sites are doing well in Google - she gave me credit for that - then goes onto to say that my website has no Google listing! Well excuse me - in the top  3 -5 out of 300,000,0 00 is not a lie.

   I sent the keywords "marketing for life" and even added a jpeg in the original email. She didnt bother reading the email properly.

   To be attacked for daring to ask for statistics to improve on my service and be called an outright liar - I saw red originally.

   The hard part my client, is an awesome person up to date with changes etc and wants to put in new media such as a blog/newletters/video/forum etc.

   The owners of the franchise are happy to bury their head in sand doing things from some years ago. They get angry when someone offers to lend a hand, so I am letting them sink. What I mean is I don’t work for them. I work as a marketing consultant/copywriter for the magazine franchisee.

   How fullish is it of them to not give the statistics to the magazine owner? He has every right to see the numbers etc to improve on the existing business? You cannot help someone who doesn’t want to be helped.

   Let this be a lesson to others - the reply back I gave was professional and to the point. I addressed the criteria in specific ways, said I didnt appreciate being called a liar and it is an idea to read emails properly. I asaid misunderstandings do happen - and it is not worth getting angry over something so trivial.

   Anyway, basics as you say many  people dont have them. Me, yes, I have work to do and am getting there every day a bit at a time.

   Keep up the wornderful work and being such an inspiration.

   If one person has similar situations, maybe they can use this to help them

   Blessings to all

   Sue in Aus
   http://www.marketingforlife.com.au

5. Comment by GLAUBER — November 1, 2008 @ 4:49 pm

   AWESOME !!!

6. Comment by Dean Kennedy — November 2, 2008 @ 10:41 am

   There’s a whole stack of fantastic lessons within this post, it’s brilliant!

   Like you point out, 95% of businesses don’t even do this — so it ain’t basic when it makes such a point of differentiation against competitors.

   Thanks for (yet another) great post and sharing the story, lessons and pics of your newest addition to the family!

7. Comment by Troy White — November 5, 2008 @ 12:44 am

   Thank you everyone for the encouraging words on the post.  bringing a dog into it doesn’t quite make sense for some…. but those who can see through the lessons I shared… and actually apply them… can make it through the current storm that is happening right now. 

   It will only get worse… and worrying about anything but the basics won’t get you far.

   Right now, all holes in the business need to be plugged.

   Entrepreneurs who understand this will flourish… those who don’t worry about making sure the basics in their business are looked after will flounder about like a fish out of water.

   Some people may not like to hear that (right Sue?)… but the wise ones among us understand that it ALL matters. 

   The regulars posts being made here have more pure gold inside them than most of the business books being released out there today… and you get all of this for free.

   Honestly, if you were to go back the 2+ years Clayton has had this around… and printed each one of them out… categorized them into all the appropriate categories for lead generation, customer research, conversions, sales copy, relationship building, etc, etc, etc… everything you need to market and grow your business is right there.

   All it takes is action. 

   Apply what has been provided by all the editors (and millionaire makers) over the past 2 years… THAT will get you through the storm that is covering us all right now.

   Cheers - and thanks again.  Troy

8. Pingback by Expensive dog service for the rich owners. | High End Niche Talk — August 4, 2009 @ 4:13 pm

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