In the bloghouse

Yes, you’re a pet business. But you’re more than that – you’re a brand. Live it. Love it. Nurture it.

Coca-Cola inspires thoughts of America and family.

What exactly does that mean?

Every business needs a strong identity. A powerful way to face the world. And this process starts way before you get a logo.

Your brand identity is about perception…and I’m not talking about visual perception. What do consumers think when they hear your company name? What words would they use to describe you? What experience do you promise to deliver? Nike evokes thoughts of athleticism and drive. Snapple holds a kitschy outlook on life. M&M’S is all about colorful chocolate fun.

It’s a journey of discovery…to find your brand voice. The words, phrases and attitudes that set you apart from every other brand in the marketplace. The sum of which makes a print ad, radio spot or online banner undeniably you.

It really comes down to figuring out what your brand is all about. Who are you? What’s your personality? What do you want to convey to the world?

Okay, so let’s talk real life. Let’s say you make dog toys out of sustainable materials. Great! But what kind of earth-friendly product are you? You could be eco-cool with a slight edge or irreverence. Or Mother Earth – gentle and caring.

Need more? Here are some questions to ask yourself when trying to determine your brand personality:

• Does your brand speak formally or conversationally? How about slang?

• What singer would your brand go to see in concert: Lady GaGa, Cyndi Lauper or Fiona Apple?

• If your brand was ordering dinner, would it choose: the special (loves surprises), spaghetti and meatballs (comforting…reminds you of home), or Thai (hot, spicy and oh so sassy)?

• What mode of transportation would your brand prefer: a red Ferrari (gotta love flash), a good old Ford (dependable and all-American), or walking (good exercise…and good for the environment)?

• Would your brand prefer to wear: a short pink mini, the iconic little black dress, or the coziest, comfiest sweats?

Take the time to discover your brand voice in the beginning…and it’ll love ya back for years to come.

Super Pet Expo, the nation’s largest consumer pet expo, landed in King of Prussia, PA last weekend.

The goal of the show is to bring the coolest pet products – the stuff box stores don’t carry – straight to pet owners.

The Expo claims that there were over 100 vendors at King of Prussia. I’m not too sure about that…but I’ll let it slide. Besides, who can complain when there’s puppies and funnel cake all in one place?

The Expo presented a great opportunity for pet product companies to reach out directly to their consumer. So how did they do?

For the most part, pretty good. Most vendors understood the importance of arranging a neat, yet inviting display. Having a sunny disposition. And knowing your product.

Like this company:

Annie’s Pooch Pops – good trade show booth.

A truly impressive display. Annie’s Pooch Pops makes every shape, every flavor dog treat. And what could be a more perfect exhibit than to play into the bakery theme…and create a real-life barkery in the middle of the show. Cute packaging. Clever naming. Cool product innovation. Plus plenty of smiles from the exhibit staff. Everything you need to draw in consumers…and, boy, did they. (Annie’s, my pug especially enjoyed your variety pack).

But there were mistakes.

Too many people working the booth, not enough room for attendees to approach. Forgotten business cards. Really…how are consumers supposed to find you after the show unless you give them a way to remember you?

Another miss: sampling opportunities. Leashed pets are allowed at this event…perfect! A captive audience. Why weren’t there more freebies for our canine friends? The big boys, like Merrick, gave edible handouts. But you smaller treat companies: why not give a free cookie for tasting right then? Most pet parents wouldn’t be able to resist buying once they see their happy pooch munching away.

Or how about a take-away offer? As much as we want consumers to buy right there, they don’t always. Craft an irresistible offer for consumers to take with them…so enticing they seek you out.

And then there was the worse offense of them all. I still cringe thinking about it. A rep from a dog harness company knew his product really well…so well, in fact, that he broke out into a rapid-fire, canned speech as soon as anyone came into his line of vision. Without realizing it, he managed to drive away interested consumers. Be pleasant. Be engaged. Be informative. But please, don’t be “The Exhibit Stalker”, waiting to jump on any passerby.

Two toys, three chews, a dozen treats and an uber cool dog bed later, I made it home to three excited pups. Good times!

You probably already got one. And if you don’t, go get one. Now.

A sig file, or signature file, is the block of text that appears at the bottom of an email, online article or forum post. When used effectively, it becomes an integral part of passive marketing…all while you go about your day-to-day online activities.

Typically, a sig file includes your name, business name, contact numbers and email address. There’s probably a URL, too.

But you can promote yourself even more – how about adding links to Twitter, Facebook or LinkedIn?

Got a tagline? Good. Put it in.

But sender beware: drop too much in your sig file and you become THAT person. Kind of like the annoying person at the party who talks and talks and talks until you zone out into an incoherent daze. Do your senders really need five numbers to contact you? Do they need to know you got perfect attendance in the fourth grade? Okay, an exaggeration. But you get the point. Make a list of all the info you consider integral and then filter.

Don't make animals in ASCII.

Yes, you’re a pet business, but don’t go into overdrive trying to convey your pet-ness. Nothing too cutesy (that means no “woof-fully yours”). No kitties in ASCII. Go get a logo. Please.

Do have multiple signature files, each with differing messages. How about creating a sig file with special messaging for when you’re prospecting? (“Call now for a free…”). Or another for repeat customers? (“As always, thank you for your business…”). Write formal and more casual versions to use depending on the occasion.

Use them well. Use them wisely. And your sig file can be your new BFF in no-cost promotions.