Does Your Dog Walking Company Talk To The Right Audience?
As a dog walking or pet sitting company, who is your audience? Who are you trying to attract as a client? Do you have a "target market"?
If you know who you're trying to market to, you've got a much better chance to attract the "right" type of customer who will be a loyal and enthusiastic part of your tribe.
And the first step in figuring out who you want to attract as a customer is to figure out who you DON'T want. Case in point:
The video above is a new commercial I've seen on TV recently. Dr. Pepper is doing their best to appeal to a male audience by specifically stating that this particular product "Is NOT For Women." Well, if I'm a guy and I see that, it catches my attention because I know they're specifically talking to me.
Who does your dog walking company speak to in your marketing? Here are a few ideas in case you don't really have a target market in mind yet:
- people in a specific geographic area (that's close enough for you to cover)
- people looking for a specific service (dog walking vs. pet sitting)
- people looking for service during a specific time (ex: early mornings, late evenings, holidays, etc.)
- first-time pet service users (who are potentially scared/unsure of using a service like yours)
- people looking for convenience (so they don't have to drive their dog to a boarding facility)
At Dogs Love Running!, our target market is dog lovers who have energetic dogs and see the value in us trying to help their pets live longer and behave better through exercise.
Do we have customers that have less-than-energetic dogs that still see the value in our philosophy? Sure! Do we have pet sitting clients that just need us to do some basic bathroom break stops? Sure! Just because these clients don't necessarily need a "dog running" service doesn't mean we can't help them or that we don't want them. We love all our customers!
The point here though is that we try to "talk" to a specific kind of customer first. We stand for something unique and provide an uncommon service. We try and tell people who could use this type of service what we do and how we do it. You'll have more success with that type of method over trying to be everything to everyone all the time.
Who is your target audience and what can you offer them?
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