Puppies are natural marketing geniuses. They embody – effortlessly – marketing principles that often get businesses tangled up. “Brand personality”? “Unique selling proposition”? “Features and benefits”?
Simple. The fluffball snuggled down in the middle of his siblings? His brand personality is cozy and companionable. The energetic, playful one promises a life of adventures. The one from a “scary” breed who barks at everyone offers the benefit of protection.
And there you have it, marketing in a nutshell: marketing starts with who you are as a provider or company and comes naturally out of what you have to offer. Trying to be all things to all customers is impossible. The same dog cannot appeal to someone who wants a Great Dane and someone who wants a Shih Tzu.
That’s not all there is to it, of course. Because no matter how much you love puppies, you probably won’t go home with one if your ideal dog is hidden in the back of the shop and you never see him.
And that’s the next and vital step of marketing: you have to be where your prospects are, and you have to engage with them (or better yet, make it easy for them to engage with you – the sales cycle is changing).
Marketing is straightforward, but it isn’t one-size-fits-all.
At Fat Puppy Marketing, we consider your unique market, your specific goals, the needs of your customers, and the factors that differentiate you in your industry. Then we create a marketing plan that’s customized to be effective for you.
This approach brings a lot of clarity and simplicity to something that is often overwhelming. You don’t need to use every marketing tactic, no matter how well it worked for someone else. You need to use the right one.