The client:
Services:
- Service List
- Research
- Content Marketing
- SEM & Analytics
- Mobile applications
The story:
Canine Company is a dog services group best known for Invisible Fence, a residential electronic dog containment system and the company’s flagship product. The challenge: leverage existing market share into the category of in-home dog training. Our work overhauled existing content, moved marketing to a balanced digital/traditional media platform, and timed promotions to precise periods of consumer demand. The results? In a word, woof.
The solutions:
Branded content. We created a new deck of website content that positioned trainer profiles prominently – so consumers got to know the person who’d be training their dog.
Consumer-friendly packages. Research revealed that consumers shopped for dog training based on price as much as product. We crafted a new 3-tiered Manners Training package structure that positioned an entry-level product at an appealing price point.
A new message. To define the value proposition of the product, we centered on in-home dog training as the differentiator and spelled out clear benefits: convenience, family involvement, and dog training free of the distractions that are a condition of group classes.
Promotional planning. Working with Canine Company, we targeted key timeframes: back to school, holidays, and early summer.
Digital and traditional marketing. PPC and banner ads carried the message and offer to geo-targeted homes in CT and NY. Commercial radio gave the offer a voice and a tone that resonated with dog owners. Email took offers door-to-door.
Key results:
A 20% increase in consumer inquiries.
A 68% close rate.
