With 2009 approaching, we’re interested in hearing from our readers. Please be so kind as to answer our poll so we know which publications are the best vehicles to use when reaching out to business owners like yourself.
Thank you for your time.
Posted in Poll | Tagged 7 Lucky Dogs, Dara Turransky, pet marketing expert, Poll | 1 Comment »
What is HARO? HARO stands for Helping a Reporter Out, and is an excellent resource for creating some buzz for your business. The best part about the service is that it’s FREE. All you need to do is sign up for the daily inquiries sent out by founder Peter Shankman and HARO is sent to you three times a day. HARO reporters are always looking for experts to interview for articles ranging from the latest Halloween trends to best marketing practices. I used HARO recently to find radio interviews for two of my clients. The pitches worked out great. My clients received much needed exposure the pets they are trying to rehome as well as their organizations.
Keep in mind these simple tips to get the most out of HARO:
- Only answer inquiries that match your business objectives.
- Craft your pitch to match what the reporter is looking for.
- Don’t SPAM to any of the reporters with off-topics.
- You can forward inquiries to friends, but don’t post them on the Web or any blog.
- You aren’t allowed to harvest the reporters’ emails in any way.
You don’t need to know a great deal of PR to use the list, just be yourself and professional. If your so inclined to learn a bit more about PR, then I would read Michael Levine’s “Guerilla PR 2.0″. He writes in an easy-to-read format with great tips and lots of examples on how to write a pitch that delivers results. You will also find most of the actionable items in the chapters can be scaled down for a one or two-person shop.
You can sign up for HARO at www.helpareporter.com and join the other 36,000 subscribers on the list. Information on Michael Levine, his book as well as his pr firm is available at www.mlevineonline.com.
About the Author
Dara is a brand identity and marketing design strategist at 7 Lucky Dogs, a leading consultancy in marketing to “pet parents”. Through customized marketing and brand identity packages, 7 Lucky Dogs helps you discover what makes your company, product or service different from your competitors. We then translate this differentiation visually into a logo, product packaging, an E-commerce site and promotional materials to reflect those unique attributes. We make our clients look credible and memorable to their prospects while they increase their bottom line. As the owner of 7 Lucky Dogs, Dara is passionate about helping independent pet businesses stand out in front of their competitors and attract more clients. She blends business smarts with creativity with over ten years of design experience with formal education in both graphic design and marketing.
Posted in Dog Daycares, Kennels, Manufacturers, Pet Lawyers, Publicity, Retailers, Veterinarians | Tagged 7 Lucky Dogs, Dara Turransky, Small Business Publicity, HARO, Peter Shankman, Guerilla PR, Michael Levine, pet marketing expert | No Comments »
It is crucial to a pet business to incorporate animals into their advertising. After all, it is the animals your product or services helps, but it’s the pet parents who make the purchase. So, what is involved with including pets into your product shots or lifestyle images? We asked Robert Semrow, The Pawtographer, more questions on the subject.
Is your studio portable?
I can certainly shoot anywhere. I have a lot of equipment and props that are much easier to use at our studio, than to try and take them to a location. One of the things we really excel at is working with the animal, and being able to create a new scene on the fly. We really try to make a visit to our studio an unforgettable experience. I’ve done location shoots, and you really need to work with what is available at the site. That’s not a problem, but I like to have the flexibility to capitalize on the animals personality and fun side.
How can your photographic style be applied to commercial needs?
I think we really excel at showcasing different elements in our portraits. We have a good understanding of how to work with animals. So for us, shooting for commercial needs is something we do well. Additionally, we have garnered a lot of interest in licensing our images and we continue to speak with companies about those opportunities.
This is a little different. Pretend I’m a client with a line of dog shampoos and conditioners. I need a great shot of a model washing a dog in the outdoors for an ad. How would you approach this problem?
First thing we would do is get a clear understanding of what the clients wants and what they are attempting to convey with the picture to potential and current customers. Then we would scout a few locations for the shoot. Additionally, we would work on creatively constructing the scenes. From there, we would work with the model and the dog to get them comfortable and work on getting the right shots. It may sound funny, but we would also have confirmed that the dog(s) that would be washed would be comfortable in the water and with the product on them. All to often, I’m told that the animal we are set to shoot is perfectly behaved and will obey numerous commands, only to find out that really isn’t the case. We are also pretty good at working around that as well.
What is the benefit of a “live shoot” with an animal as opposed to using stock photography in advertising?
Stock photography is usually less expensive. However, the ability to be creative and work the product into the shot is greatly diminished. I really enjoy being able to work the product into the shot and convey the message desired to the audience. For me personally, I also think it gives the advertising a little warmer feel to have a live shoot with the product.
Do you have any experience with shooting pet consumables? If so, do you work with a specific food stylist?
I have yet to shoot any pet consumables. I know it would be fun. I don’t have a hair stylist, let alone a food stylist. However, I’m sure both would help. LOL.
Check out Robert’s work at www.thepawtographer.com.
About the Author
Dara is a brand identity and marketing design strategist at 7 Lucky Dogs, a leading consultancy in marketing to “pet parents”. Through customized marketing and brand identity packages, 7 Lucky Dogs helps you discover what makes your company, product or service different from your competitors. We then translate this differentiation visually into a logo, product packaging, an E-commerce site and promotional materials to reflect those unique attributes. We make our clients look credible and memorable to their prospects while they increase their bottom line. As the owner of 7 Lucky Dogs, Dara is passionate about helping independent pet businesses stand out in front of their competitors and attract more clients. She blends business smarts with creativity with over ten years of design experience with formal education in both graphic design and marketing.
Posted in Advertising, Dog Daycares, Groomers, Kennels, Manufacturers, Pet Lawyers, Publicity, Veterinarians | Tagged 7 Lucky Dogs, Dara Turransky, Pet Photography, Pet Product Photography, Photo shoots, Rober Semrow, The Pawtographer | No Comments »
Good news for all you OLA lovers! The expansion of the Willis Tucker Off-Leash Area will be happening very soon. The area is currently being brushed and fencing will be going in soon.
Part of this process will be the closing of the current temporary off-leash area from July 14 to August 11. This area is needed for parking for the new amphitheater and the permanent OLA. Signs were posted last week to this effect.
Volunteers will be needed to spread bark, or hogs fuel in the new OLA once the fencing is up. Work parties will probably be weekends in late July and early August. Please contact dara@7luckydogs.com if you are interested in helping with these projects.
About the Author
Dara is a brand identity and marketing design strategist at 7 Lucky Dogs, a leading consultancy in marketing to “pet parents”. Through customized marketing and brand identity packages, 7 Lucky Dogs helps you discover what makes your company, product or service different from your competitors. We then translate this differentiation visually into a logo, product packaging, an E-commerce site and promotional materials to reflect those unique attributes. We make our clients look credible and memorable to their prospects while they increase their bottom line. As the owner of 7 Lucky Dogs, Dara is passionate about helping independent pet businesses stand out in front of their competitors and attract more clients. She blends business smarts with creativity with over ten years of design experience with formal education in both graphic design and marketing.
Posted in In the Community | Tagged 7 Lucky Dogs, Dara Turransky, Sno-DOG, Snohomish County Parks and Recreation, Willis Tucker Park | No Comments »
It is crucial to a pet business to incorporate animals into their advertising. After all, it is the animals your product or services helps, but it’s the pet parents who make the purchase. So, what is involved with including pets into your product shots or lifestyle images? We asked Robert Semrow, the Pawtographer, that same question.
How long have you been in the photography industry?
I’ve been in the industry for a few years. Just in that short time, much has changed. I’m fortunate to have a business partner, Dove, who has been in the industry for more than a decade.
I’ve always been an avid photographer, even have my Underwater Photography certification, as I am also a Scuba Diver. I have always loved capturing special moments that help take you back a time, place and emotion.
How long have you been photographing pets?
I’ve been doing that since I started. In fact, it’s what really made become a professional photographer. I had a vision of what I wanted to see and how I wanted to create portraits. Also, I new that I wanted something that would be special to more than just the owners of the animals.
What is your biggest challenge with photographing animals?
One of the bigger challenges is that I am very adamant that I see the eyes of animals looking as close to dead on in the camera as possible. I truly believe that every animal is special, and that you can see it best when you look in to the eyes of an animal. So, we use a lot of different methods to draw the dogs into the correct position.
How critical is lighting to photography? Is it any different with animals?
The biggest challenge in photography is always lighting. It becomes even more critical when you are photographing pets with such a wide variety of colors. It is very easy to blow out a white furred animal, or to lose the eyes of a black furred animal in a poorly lit situation.
What is key to a successful shoot with animals?
The key is patience. I really try to let the animal get used to me, the staff and all of the equipment. Animals react to the people around them. So, if the owner gets upset or agitated, then the animal will get agitated as well. So sometimes, we have to ask the owner to step out while we work with the animal. We are really patient and have also learned to read animals much better. We can usually tell when the animal has had enough of the shoot and we need to call it a wrap.
Check out Robert’s work at www.thepawtographer.com.
About the Author
Dara is a brand identity and marketing design strategist at 7 Lucky Dogs, a leading consultancy in marketing to “pet parents”. Through customized marketing and brand identity packages, 7 Lucky Dogs helps you discover what makes your company, product or service different from your competitors. We then translate this differentiation visually into a logo, product packaging, an E-commerce site and promotional materials to reflect those unique attributes. We make our clients look credible and memorable to their prospects while they increase their bottom line. As the owner of 7 Lucky Dogs, Dara is passionate about helping independent pet businesses stand out in front of their competitors and attract more clients. She blends business smarts with creativity with over ten years of design experience with formal education in both graphic design and marketing.
Posted in Advertising | No Comments »
Hello, all.
There has been much discussion about the park here lately – especially health issues associated with the standing water. I thought an update was in order to let everyone know what is happening with the Tucker dog park.
Several months ago we lost our liaison between Sno-DOG and SnoCo Parks and Recs. The county is trying to find us another person, but this will take time. Unfortunately, this hasn’t been a priority for SnoCo Parks, and we need to work with their timetable.
Additionally, there have been some cutbacks within the budget. This will impact our organization with the building of the new park as well as maintaining the “temporary” one.
These cutbacks impact our organization by a lack of man power and equipment to clear land for the permanent dog park as well as maintaining the current one. We will need to provide the manpower to clear the 10+ acres of underbrush if we want to break ground on our permanent dog park this summer. SnoCo will provide some manpower and large equipment to clear land, but we have to work on their timetable. They’re pretty much tapped out of resources.
At this point, I’m recommending to the SnoCo Parks for us to build a permanent high fence around the wetland area. This will prevent all dogs from contracting illnesses associated with standing water. We
thought the temp fencing would hold up better, but it obviously hasn’t done the job.
July or August would be a perfect time to put in place the permanent fencing around this area, but we must work with Park Management. This is their busy time, but I will ask for a date that we could use the auger to drill fence posts. I’ll ask for volunteers on this issue once I have that date in place.
Thank you all for your wonderful input. This park can only get better with your constructive criticism.
Arrrooo,
Dara and Daisy
Sno-DOG Board Member
(425) 337-6634
About the Author
Dara is a brand identity and marketing design strategist at 7 Lucky Dogs, a leading consultancy in marketing to “pet parents”. Through customized marketing and brand identity packages, 7 Lucky Dogs helps you discover what makes your company, product or service different from your competitors. We then translate this differentiation visually into a logo, product packaging, an E-commerce site and promotional materials to reflect those unique attributes. We make our clients look credible and memorable to their prospects while they increase their bottom line. As the owner of 7 Lucky Dogs, Dara is passionate about helping independent pet businesses stand out in front of their competitors and attract more clients. She blends business smarts with creativity with over ten years of design experience with formal education in both graphic design and marketing.
Posted in In the Community | Tagged 7 Lucky Dogs, Dara Turransky, Sno-DOG, Snohomish County Parks and Recreation, Willis Tucker Park | No Comments »
The ASPCA just posted a great list of tips on what to do before and during your pup’s stay. Now I know that most of us who own pet businesses bring our dog to work with us everyday, but this list has some great tips. And you might learn something new!
As you can see here, Daisy thinks sunning herself is all in a day’s work! Click here to read the list.
About the Author
Dara is a brand identity and marketing design strategist at 7 Lucky Dogs, a leading consultancy in marketing to “pet parents”. Through customized marketing and brand identity packages, 7 Lucky Dogs helps you discover what makes your company, product or service different from your competitors. We then translate this differentiation visually into a logo, product packaging, an E-commerce site and promotional materials to reflect those unique attributes. We make our clients look credible and memorable to their prospects while they increase their bottom line. As the owner of 7 Lucky Dogs, Dara is passionate about helping independent pet businesses stand out in front of their competitors and attract more clients. She blends business smarts with creativity with over ten years of design experience with formal education in both graphic design and marketing.
Posted in Dog Daycares, Groomers, Kennels, Manufacturers, Pet Lawyers, Publicity, Veterinarians | Tagged 7 Lucky Dogs, Dara Turransky, marketing, pet business, Publicity | No Comments »
June 20th is “Bring Your Dog to Work Day” which is a great opportunity for you to generate publicity for your business.
- Promote your business with special coupons for this special day.
- Write an editorial to a local paper about the importance of safety while transporting your pet to work with you.
- Distribute a pamphlet courtesy of your business describing the benefits of bringing your dog to work with you everyday.
- Donate product to your local TV station for a segment on great dog products.
- Post a video about your corporate mascot and “tester” on YouTube. You bring them to work with you, don’t you? Add value to the video by demonstrating the process (in general terms) of how you make your dog products.
These are just some ideas of how you can make the most of this holiday. Be creative… and link your business to a fun event.
About the Author
Dara is a brand identity and marketing design strategist at 7 Lucky Dogs, a leading consultancy in marketing to “pet parents”. Through customized marketing and brand identity packages, 7 Lucky Dogs helps you discover what makes your company, product or service different from your competitors. We then translate this differentiation visually into a logo, product packaging, an E-commerce site and promotional materials to reflect those unique attributes. We make our clients look credible and memorable to their prospects while they increase their bottom line. As the owner of 7 Lucky Dogs, Dara is passionate about helping independent pet businesses stand out in front of their competitors and attract more clients. She blends business smarts with creativity with over ten years of design experience with formal education in both graphic design and marketing.
Posted in Dog Daycares, Groomers, In the Community, Kennels, Manufacturers, Pet Lawyers, Publicity, Retailers, Veterinarians | Tagged 7 Lucky Dogs, Bring Your Dog to Work Day, Dara Turransky, pet business, pet industry, small pet business | No Comments »
There are many questions one should ask when defining the most profitable prospects. You should know your audience’s purchasing behaviors coupled with their demographics to determine the best methods of reaching them.
Questions to ask yourself about your prospects are:
• Are they male or female?
• How old would they be?
• How much is their annual income?
• Are they married?
• Do they have children? If so, what are their ages?
• Do they own their own home?
• Where do they purchase their pet supplies?
• Do they mostly pay by cash, check, debit or credit card?
• What car do they drive?
• Do they read newspapers, magazines or online publications?
• What is their lifestyle like?
• Do they take vacations?
• Where do they stay on holiday?
• Where do they learn about new pet products or services?
These questions provide you with a profile that you can then use to determine where to advertise. Other methods of obtaining demographics is to purchase marketing research reports or census reports. Market research can be quite costly, reaching into the thousands. I know, I buy them every year to stay abreast of how pet parents make their purchase decisions and where they buy that next cute toy for kitty.
You can conduct your own research using a tool like www.surveymonkey.com. This is a less costly tool and they have a free version. Craft your questions carefully. You want to learn as much as possible without taking too much of your customer’s time. Good Luck!
About the Author
Dara is a brand identity and marketing design strategist at 7 Lucky Dogs, a leading consultancy in marketing to “pet parents”. Through customized marketing and brand identity packages, 7 Lucky Dogs helps you discover what makes your company, product or service different from your competitors. We then translate this differentiation visually into a logo, product packaging, an E-commerce site and promotional materials to reflect those unique attributes. We make our clients look credible and memorable to their prospects while they increase their bottom line. As the owner of 7 Lucky Dogs, Dara is passionate about helping independent pet businesses stand out in front of their competitors and attract more clients. She blends business smarts with creativity with over ten years of design experience with formal education in both graphic design and marketing.
Posted in Advertising, Branding, Manufacturers, Positioning | Tagged 7 Lucky Dogs, Dara Turransky, small business market research, small business marketing | No Comments »
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