Dog Eat Dog Marketing

As some of you know, we are dog owners. In fact, we've pretty much crossed the line into becoming "freaky dog people". We own a minivan... for the kids, you ask? Oh no, for the dogs.

We have two wonderful Great Danes named Hamlet & Xena (see the photo below). Nearly 300 pounds of dog roaming our house. We are part of a growing trend of folks whose pets are their children. They are much more than property. We would do darn near anything for these animals.

An interesting article on MarketingProfs.com talks about some of the facts and figures behind this phenomenon. It also makes some good points about considering this demo when you put together your marketing campaigns.

Their suggestions:
1. Feature pets in your ads and messages
2. Imagine where your products intersect with pets
3. Create brand extensions for pets
4. Facilitate social encounters around pets

If you've ever been to a dog show, you know firsthand how much dog people spend on their best friends. According to the article, Americans spent $34.4 billion on their pets in 2004, and it's expected to hit nearly $36 billion in 2005. That's billion, with a 'B'.

It's a trend that's starting to catch on with businesses large & small. Harley Davidson has a line of leashes, collars & chew toys available. The Cubs host dog day @ Wrigley at least once a season. And the article points out a local restaurant that does a doggy (and owner) meet & greet on Sunday afternoons in an effort to provide a little business boost on a slow day.

Xena (left) and Hamlet can usually be found lounging on the bed or one of the couches.