Greetings Nronronronro! The first thing I would suggest is that they
network with vets and dog groomers. Both usually offer the boarding
of dogs but their space can be limited. I'd begin with addressing
their overflow in a letter inviting the vets and groomers to their
establishment. They might also invite animal lovers in the area of
which they are aware such as those people who find homes for wayward
pets, etc. Also, visit pets stores in the area to see if there is
some kind of "affiliate exchange" that can be worked out. An example
of an invitation to a business open house might read:
Dear XXX:
My husband and I, both well-trained in the care and boarding of
horses, are expanding our services to include space for canines to be
left in our care when their families find they have need of a boarding
service.
Knowing that quality care for a beloved animal friend is essential, we
would like to invite you and your family to an open house on XXX as we
wish to familiarize you with our offerings and open our doors for your
personal inspection. This way, should you experience an overflow of
of boarding at your establishment, you might choose to recommend our
quality facilities to your patrons.
[list credentials - EX: We have dogs, we are certified, he trains, our
equestrian patrons are happy to discuss their pleasure with our
services, etc - and consider inviting all your equestrian customers,
too.]
If the date of our open house is not in line with your schedule,
please feel free to visit us at your leisure. We are located at XXX
and our phone number is XXX.
We are looking forward to meeting you!
Sincerely,
XXX
At the open house, have light snacks available including sugar cookies
in the shape of dog bones and, perhaps, have little cookie packs for
the guests to take home that include a few of the boarding service's
business cards.
If your friends want to spend a bit more than just postage, they might
consider hand-delivering the invitation letters with a small gift
pertaining to animals - a book of humorous animal short stories to be
placed in waiting rooms (with a tasteful sticker inside from their
business, of course, stating something like "For the pleasure of
animal lovers everywhere from XXX" and there are also bulletin boards
in most vet and groomer businesses where they could ask to place
business cards.
They could also deliver with the invitations a small gift basket of
dog and cat treats, etc. Something useful for the offices. I would
not suggest a magnet, coffee cup with logo or the like - people have
SO many of those. But they could do a logo coffee cup with the dog
treats inside if so inclined. Just shoot for something useful to the
businesses being invited. Then, for those not attending the open
house, follow up a week or two later with a friendly call or personal
visit to the offices.
Also, contact the local newspaper well in advance and invite someone
there to the open house. The better a story angle your friends they
can think of, the better chance the paper might do a story. Also,
having worked for a newspaper, I know that business stories can be
arranged when a business advertises with the newspaper. They need to
utilize the media that is available to them.
Tell them to let all their friends know about the service and ask the
friends to network for them as well, especially if the friends visit a
vet with their pet.
As you probably know, word of mouth is the best advertising so the
husband should began networking with the training clients, perhaps
even offering a small discount coupon to his clients in a "training
package". Instead of $40 a day, allow those who have a dog trained
with him to board for a window of six months at $30 or $35 a day.
Consider a coupon for any print advertising, too, as an "Introductory
Offer."
The above are PR ideas off the top of my head (as I am experienced in
that area), not from the Internet, so now let me point you to some
Internet resources. Having worked in PR, here are some general links:
=====Regarding email marketing====
From http://www.clickz.com/em_mkt/em_mkt/ are many good links to
articles about this subject. Those of direct interest seem to be:
12-23-2002
New Year's Resolution: Build a Successful Email Program
"An effective email program starts with a firm foundation" by Barry
Stamos
http://www.clickz.com/em_mkt/em_mkt/article.php/1560271
12-9-2002
Email: Remove the Stumbling Blocks
"What you need to know and do to get started with email marketing" by
Barry Stamos
http://www.clickz.com/em_mkt/em_mkt/article.php/1553591
12-2-2002
Preview Windows: Ignore At Your Peril
"Are you overlooking the fact most recipients first see email messages
in a preview window? How to leverage an overlooked but key element in
your campaign" by Paul Soltoff
http://www.clickz.com/em_mkt/em_mkt/article.php/1548801
11-4-2002
Searching for a Definition of Spam
"Trying to define spam is like trying to define porn -- you know it
when you see it, but everyone has a different idea. Is a clear
definition possible?" by Paul Soltoff
http://www.clickz.com/em_mkt/em_mkt/article.php/1492521
10-28-2002
'Best' Customers: More Profitable Relationships
"Remember good, old fashioned customer service? Handle it with email
-- with three proven methods" by Barry Stamos
http://www.clickz.com/em_mkt/em_mkt/article.php/1488591
Other good articles are:
Using Direct Mail To Build Business By Janet Attard
http://www.businessknowhow.com/marketing/usingdm.htm
From IbizTips.com, an article from a person who opened his own dog
training and boarding center - full of tips)
http://www.ibiztips.com/home25DEC00.htm
From Purina, an interview with a trainer and boarder, Keith Benson,
where he talks about his training and boarding facility
http://www.proplan.com/experts/keith_benson.asp
How do I start and run a dog kennel business?
http://dog.lifetips.com/PPF/scid/68648/TipSC.asp
This looked like a good book source for your friends and there were
many other books on kennels there that they might enjoy
Running your own Boarding Kennels - David Cavill
http://www.kenneldesign.com/shop/books/kennel.htm
M-Plans offers business marketing software - They have a dog kennel
plan in the software but it is not available online. However, your
friends might glean knowledge from the software offered for sale at
http://www.mplans.com/spm/
Also, here is a question I answered which deals extensively with
pitching a story idea to media sources that they may find useful:
https://answers.google.com/answers/main?cmd=threadview&id=102224
I did locate articles on Internet marketing but, for a local business,
I would suggest simply having a web page available that is noted on
the business cards and/or print advertisements. Customers probably
won't drive from other states to use a boarding service so a local
representative web site is really all that's needed, I think. Show
the facilities and pictures of happy dogs romping. :)
Also, mailing lists may be compiled on one's own or purchased from
companies but they can be costly to buy. I would suggest your friends
concentrate from the kennel outward in a spiral of the surrounding
area to network first with local vets, groomers, pet stores and dog
lovers/activists.
I'll pause here and allow you and them the time to peruse the
suggestions and links I have provided - it's a tad more than your
suggested 3-4 paragraphs. :) Should you need clarification on
anything I have provided, please utilize the "Request A Clarification"
feature before rating my answer and closing the question so that I
will be able to address any additional queries.
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