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Dipping My Toes into the World of Television Advertising

Posted: December 3, 2010, 4:15 p.m., EDT

As if deciding on what products to carry and how much to order for the holiday shopping season isn’t enough, there is an equally important decision to make about holiday advertising. I’ve previously blogged about Sloppy Kisses increased reliance on Facebook and Constant Contact to keep in touch with customers at a very minimal cost. While these mediums will be used extensively during the holiday season, I wanted to try something different this year. In past years, I’ve had holiday ads in several local newspapers throughout the Capital Region in Upstate New York. When I looked back at last year and added up the total cost of all the print ads, it was rather significant. I don’t remember very many customers coming into the store saying they saw my ads in the local newspapers. It got me wondering if my advertising dollars were being used in the best way possible.

Over the last few months, I’ve had two opportunities to be on a local, morning television program. In one case I was discussing an event we were having in celebration of National Pit Bull Awareness Day. The other appearance was a cooking segment where my husband and I baked up some of our gourmet doggie treats. The feedback was amazing. Dozens and dozens of customers came in and mentioned they saw our segments on television. That got me thinking more and more about television advertising. While I knew it could be expensive, if that many people were watching at 8 a.m. on a Sunday morning, what kind of exposure could I get with a television advertising campaign? I contacted the producer I was working with on the morning show and went from there. While the advertising package we settled on was expensive as expected, when you break it down on a per 30-second-commercial basis, the cost is similar to a single print ad but with a much greater impact. In addition, I’ll have a 30-second, professionally produced spot that I can use on my website, Facebook Page and also on flat-screen televisions that are positioned throughout the mall at my Clifton Park Center location.

Last week, I invited several customers to bring their dogs for the filming of the commercial. It was controlled chaos…seven dogs, several humans…a film crew and a toddler to boot. What fun we had!!!!  The dogs did great even though we had to do several takes for each shot we were looking to get. These were well-trained dogs, but not professional dog actors. The commercial is set to run during the three-week period leading up to Christmas. Hopefully, it will attract new customers buying holiday gifts for their dogs--and who will continue to shop at Sloppy Kisses long after the holidays are over. <HOME>


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