366 – Winning the Messaging War with Better Marketing


Winning the Messaging War with Better Marketing

Dale Martenson of Touche Japanese Chin shares outstanding information about how to win the messaging war with better marketing and advertising of our purebred dogs.

I’ve included below some outtakes and quotes from a spectacular conversation.

For most of these people getting a puppy, it is a want, not a need. They aren’t going to do anything with it but love and cherish it. They don’t need to spend thousands of dollars on this dog, but our job is to share why our dogs are so awesome to live with and how they are going to enrich families and lives.

Reach people where they are

The foundation lies with the fact that what we want to avoid is impulsive decisions. Buying a dog, choosing a breed, getting a tattoo, none of these things should be done impaired or impulsively. They are long term commitments. Share the information about our breed so we get informed consumers who know this is the right fit for them, then this is a huge step to finding right homes, ultimate goal. Financing hobby and doing the things you want to do with and for your dogs.

Should be a self-funding hobby

We are bringing something to people’s families and lives. I love getting pictures of dogs in weddings and graduations. First thing we have to do is know the breed. Today’s knowledgeable, non-impulse buying consumer is looking for a breed authority.

We’ve had people mail us a kid’s Tshirt, put it on the puppy, mail it back, to see if it works. Know your customer, know your breed. Be knowledgeable. Make it so this is the right choice for them.

Join the 21st Century

Do you have a website? Do you use social media? You can have the best dogs in the whole world, but if nobody knows about them, what use is it?

Replying to emails with price question. We as consumers ask how much something costs. I prefer if I see the price in advance. Ultimately, it’s a transaction. Somebody is paying for something, that is a consumer transaction.

We need to be able to be polite and give a good message back. These folks may not know dog protocol 101. They’re buying a dog to lie on a couch. They’re doing us a favor. Give a little costumer service.

Always give breed information, including that health testing is important, early stimulation and socialization is important.

Just be nice!

Don’t be that person with an attitude of “if you have to ask you can’t afford it.”

Information should be given freely. It costs nothing to be polite. We are ambassadors for purebred dogs and the fancy, if we want it to continue. We have to keep our numbers under control. You will build a customer base that follow your dogs. They become a bit of a family.

Waiting lists are a thing of the past. A good online presence is a really important thing. I highly recommend having a website. This allows you to share great information about your breed, good and bad.

Work on your website, keep it current. When contract and health guarantee are on the website, you can use as a teaching tool. Everybody does better if they know the rules upfront.



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1 Comment

  1. Robyn Michaels on 02/13/2020 at 12:50 PM

    Wonderful podcast. Marketing is a huge prolem for the fancy!

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