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Pet Promotion
Most people who know of the interworkings here at Big are aware that we have had a recent influx of babies. And I’m not just talking about Robin and John’s new children. Three of us have adopted new dogs within the last few months, myself included.
Ever since bringing my pup home from the Greater Birmingham Humane Society, I have found myself watching pet ads that I never paid attention to before. A whole new world of products and services has revealed itself to me. Most recently I fell for a brilliantly executed pet product push found on facebook.
The Mutt Census
There are multiple reasons as to why this product promotion is genius in my opinion.
- It ties into something bigger than itself. I am not sure how many thousands or millions of dollars the government is spending advertising the U.S. Census, but I’m sure it’s more money than this campaign has spent. By riding on the coattails of an existing noisy campaign, this idea capitalizes on the brand equity that the US has already paid for.
- It engages you first, and sells you second. The call to action was to register mutts across the country. You can even upload a pic of your pooch. Midway through the form, it asks what all breeds you think your mutt contains (also does a most popular breed by state breakdown – bama favors labs fyi). If you don’t know the answer, you are then redirected to the product – a DNA test called Insights that will provide you with the genealogical breakdown of your pup for under $100.
- It can be found in many places. I stumbled on it via facebook, but apparently they also have a large twitter presence as well as youtube channel and traditional media. Plus after you register your mutt in the census, you receive follow up emails updating you on the census while quietly encouraging you to order Insights.
Big fan of this promotion. I have yet to order Insights, but when I have a few extra dollars, you bet this will be the DNA test I choose over their competitors.
-libby sexton
