The Marketing Power of Dogs

According to a recent Harris poll, nearly two-thirds of Americans have a pet. Seven in 10 pet owners have a dog. Furthermore, 93% of dog owners consider their pet to be a part of the family.

Take a minute to think about what that means. It means that those 93% of dog owners consider their pets to be a major part of their lives. How major? Again, according to the Harris poll, nearly 70% of pet owners let their pets sleep in their bed. Another 65% buy their pets a gift for Christmas. In essence, many dogs enjoy the type of lifestyle afforded to the humans in their family.

How can you benefit from these findings? You can set yourself apart from much of your competition, if you or your business makes a point to embrace dog owners.

Run a grocery store or market? Consider letting dog owners bring in their pets while they shop, and promote the heck out of it.

Own a business? Let your employees bring their dogs to work or provide an onsite dog-sitting service, and promote the heck out of it.

There are many possibilities.

Dog owners, like their pets, are faithful. If your market let’s them bring in their pet, they’ll start shopping at your store versus the one down the street. If your business lets employees bring in their dogs, that a great way to increase employee happiness – thus reducing turnover and snagging better employees than your competition.

Now I’m fully aware that there are limitations and you have to work out the details. But imagine the new market you open up to yourself – a large (two-thirds) and faithful market. It might be worth the effort!


4 Responses to “The Marketing Power of Dogs”

  1. 1 teerose February 6, 2008 at 1:09 pm

    i am senior citizen, so new at this. i have my blog, webpage,
    mostly about my dog. need help on how to get people to my page.
    any suggestions? KISS thanks

  2. 2 Michael Morton February 6, 2008 at 5:30 pm


    You’ve already discovered one way:
    Comment on other people’s blogs!

  3. 3 Kev the Rev February 11, 2008 at 4:34 am

    Nice idea. Talking form experience
    of having a dog for 17 years, who
    is going to clean up all the mess?
    and how many owners want their dogs
    savaged by aggressive dogs whilst
    shopping, that could really raise
    the stress factors, alienate non-dog
    owner shoppers, and leave all your
    food or your new 3 piece suite or
    carpet with a funny smell.? Why do
    all this when ‘Life outside marketing
    is much more attractive’. Leave it to
    Asda to deliver. If I was a dog I’d
    rather go to the beach.

  4. 4 Caitlin February 11, 2008 at 12:02 pm

    Thanks for commenting on my post! We score major points with our professor when we bring in outside traffic.

    Coming from a long line of dog lovers, I couldn’t agree more with your suggestion to target this group. I know my mom and aunt always prefer stores that are dog-friendly (esp. Starbucks, as they serve free dog biscuits at their drive-through locations).


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Who am I ?

My name is Michael Morton. I believe in bringing energy and professionalism into the office, that knowledge is power, that leadership trumps management, that customers are more influential than advertisements, that content is king, and that two heads are better than one. I currently lead the marketing efforts of the Strategic Alliances department of my company. Let’s talk marketing!

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