KEY SOLUTIONS THAT MARKETING BRINGS TO BREEDERS
You don't need to become a seller, you can just remain being a breeder.
This is an extensive article full of detailed information that anyone who is interested in the potential of implementing marketing into your kennel or cattery promotion should read.
This is an extensive article full of detailed information that anyone who is interested in the potential of implementing marketing into your kennel or cattery promotion should read.
KEY SOLUTIONS THAT MARKETING BRINGS TO BREEDERS
You don't need to become a seller, you can just remain being a breeder.
This is an extensive article full of detailed information that anyone who is interested in the potential of implementing marketing into your kennel or cattery promotion should read.
This is an extensive article full of detailed information that anyone who is interested in the potential of implementing marketing into your kennel or cattery promotion should read.
Article structure:
- - How online messages that breeders convey create a certain positioning of a kennel or cattery for potential owners.
- - Why direct advertising has minimal effect for kennel promotion.
- - Five elements of kennel online marketing value for breeders.
- - The specifics of promoting a rare breed kennel.
- - How to discover a world without competition – key points for the owners of popular breed kennels.
- - Step by step promotion for beginner breeders.
- - How not to get stuck – new opportunities for experienced breeders.
- - Helicopter view of online kennel promotion – the current situation and opportunities for development.
Very often in the conversation about the advantages of marketing for breeders and how they need to know about online marketing tools to promote their kennel or cattery, most breeders reply with "I'm not a sales person and not a commercial breeder, I don't need advertisement." The conventional opinion among breeders is that it's enough to simply be a good breeder, do your job well and you will be rewarded. Marketing turns a breeder into a business person.
But if you look deeper, it becomes obvious that it is marketing and a rational approach to kennel promotion online that is the only right solution for knowlegeable breeders who value their kennel or cattery and themselves. It is marketing that becomes the key to the mutual understanding between breeders and potential owners. It will allow breeders to stay just that – a breeder, without turning into a cunning sales person.
So let's talk about the advantages of marketing for breeders and analyze different types of breeders using our cases.
But if you look deeper, it becomes obvious that it is marketing and a rational approach to kennel promotion online that is the only right solution for knowlegeable breeders who value their kennel or cattery and themselves. It is marketing that becomes the key to the mutual understanding between breeders and potential owners. It will allow breeders to stay just that – a breeder, without turning into a cunning sales person.
So let's talk about the advantages of marketing for breeders and analyze different types of breeders using our cases.
1. How online messages that breeders convey create
a certain positioning of a kennel or cattery for potential owners.
a certain positioning of a kennel or cattery for potential owners.
Internet has become a huge part of our daily lives. Every breeder uses it in this or that way to promote their kennel or cattery. How effective this promotion is and what results – or lack thereof – it brings depends on what breeders know about marketing and how familiar they are with online promotion algorithms.
As an example, let's have a look at what a typical breeder does on their social media page and what the audience they attracted sees.
As a rule, when a kennel or cattery has puppies or kittens, this breeder, full of enthusiasm, begins to show the babies and expects requests from potential owners to start coming in. Is it possible to recognize a future gorgeous adult animal in a new-born baby? Doubtful... New-born puppies and kittens look like their parents only in the eyes of the breeder who has those images burned into their mind, along with the years of experience and commitment to the breed.
Try to imagine yourself. Look at the slide show and try to guess the breed. Did you get it? And now try to imagine how potential owners perceive these photos.
As an example, let's have a look at what a typical breeder does on their social media page and what the audience they attracted sees.
As a rule, when a kennel or cattery has puppies or kittens, this breeder, full of enthusiasm, begins to show the babies and expects requests from potential owners to start coming in. Is it possible to recognize a future gorgeous adult animal in a new-born baby? Doubtful... New-born puppies and kittens look like their parents only in the eyes of the breeder who has those images burned into their mind, along with the years of experience and commitment to the breed.
Try to imagine yourself. Look at the slide show and try to guess the breed. Did you get it? And now try to imagine how potential owners perceive these photos.
1. How online messages that breeders convey create
a certain positioning of a kennel or cattery for potential owners.
a certain positioning of a kennel or cattery for potential owners.
Internet has become a huge part of our daily lives. Every breeder uses it in this or that way to promote their kennel or cattery. How effective this promotion is and what results – or lack thereof – it brings depends on what breeders know about marketing and how familiar they are with online promotion algorithms.
As an example, let's have a look at what a typical breeder does on their social media page and what the audience they attracted sees.
As a rule, when a kennel or cattery has puppies or kittens, this breeder, full of enthusiasm, begins to show the babies and expects requests from potential owners to start coming in.
Is it possible to recognize a future gorgeous adult animal in a new-born baby? Doubtful... New-born puppies and kittens look like their parents only in the eyes of the breeder who has those images burned into their mind, along with the years of experience and commitment to the breed.
Try to imagine yourself. Look at the slide show and try to guess the breed. Did you get it? And now try to imagine how potential owners perceive these photos.
As an example, let's have a look at what a typical breeder does on their social media page and what the audience they attracted sees.
As a rule, when a kennel or cattery has puppies or kittens, this breeder, full of enthusiasm, begins to show the babies and expects requests from potential owners to start coming in.
Is it possible to recognize a future gorgeous adult animal in a new-born baby? Doubtful... New-born puppies and kittens look like their parents only in the eyes of the breeder who has those images burned into their mind, along with the years of experience and commitment to the breed.
Try to imagine yourself. Look at the slide show and try to guess the breed. Did you get it? And now try to imagine how potential owners perceive these photos.
Let's move on. As puppies and kittens grow, the number of posts with photos on the breeder's page grows as well. From the breeder's point of view, this is logical – they are very proud of the little ones. Plus the response in the form of likes is high. Clearly, puppy and kitten photos are very popular and bring a lot of positive emotions – hence, the likes.
What else does this breeder talk about on their page? Occasionally, about adult studs or show awards. But more often breeders become active online when they have puppies or kittens. After all, it's the time for advertising – a necessity for breeders. And thus, an average visitor will be under the impression that the only thing breeders do is advertising and selling their puppies or kittens.
Things that we broadcast online create a certain message and find response from a certain audience. That is how a breeder turns into a seller in the eyes of the audience of potential owners. In the meantime, our goal is to ensure that breeders can demonstrate online what they are proud of – their kennel or cattery, their mission as a breeder in the first place. So that they are known and respected for something they dedicate their whole life to.
What else does this breeder talk about on their page? Occasionally, about adult studs or show awards. But more often breeders become active online when they have puppies or kittens. After all, it's the time for advertising – a necessity for breeders. And thus, an average visitor will be under the impression that the only thing breeders do is advertising and selling their puppies or kittens.
Things that we broadcast online create a certain message and find response from a certain audience. That is how a breeder turns into a seller in the eyes of the audience of potential owners. In the meantime, our goal is to ensure that breeders can demonstrate online what they are proud of – their kennel or cattery, their mission as a breeder in the first place. So that they are known and respected for something they dedicate their whole life to.
2. Why direct advertsing has minimal effect for kennel promotion.
To answer this question let's have a look at the matter of how breeders use advertisement from a few different angles.
First important aspect is whether it is possible with the help of direct advertisement of litters to demonstrate the difference between responsible hobby and professional breeders and commercial ones.
First important aspect is whether it is possible with the help of direct advertisement of litters to demonstrate the difference between responsible hobby and professional breeders and commercial ones.
Imagine the messages in adds: here, look, we have puppies and kittens, they are cute, you can choose them, check our page or send us a DM. Looks like shopping in a store, right? Of course, this methods attracts some customers, but it hardly corresponds with your values as a breeder and your concept of breeding. A kennel or cattery owned by a responsible breeder is definitely not a store where you can pick up a cute puppy or kitten.
Direct advertisement of puppies and kittens is a method that is most commonly used by commercial breeders. They have a lot of litters that require fast sales. The matter of whether those puppies or kittens end up in good hands is of minor importance. It is quite the opposite for hobby and professional breeders. The main focus is on the quality not the quantity of sales. They don't have dozens of litters a year. And the most important is what kind of owners they will entrust their proteges to. Will those owners be able to provide the care and lifestyle specific to the breed?
Direct advertisement of puppies and kittens is a method that is most commonly used by commercial breeders. They have a lot of litters that require fast sales. The matter of whether those puppies or kittens end up in good hands is of minor importance. It is quite the opposite for hobby and professional breeders. The main focus is on the quality not the quantity of sales. They don't have dozens of litters a year. And the most important is what kind of owners they will entrust their proteges to. Will those owners be able to provide the care and lifestyle specific to the breed?
It's also worth pointing out that when a potential owner sees a sales post or direct advertisement, they still don't have any information about what kind of breeder this is, how responsible, experienced or trustworthy they are. Advertisement most certainly doesn't have answers to why prices vary from breeder to breeder. Or why you need to listen to a breeder's opinion while choosing a puppy or kitten. Or why you should prefer this particular breeder even if they live far away. And so on.
And so, we start to realize that responsible breeders don't need direct, pushy advertisement. What they need is to be able to articulate the value of their breeding; to properly tell about their breed, their passion and their kennel (or cattery). To build comprehensive online promotion for the kennel – which is the true objective of marketing for breeders.
Second important aspect – how effective and resource-consuming the results of advertisement are in the long run.
Let's imagine a situation where a breeder becomes active online only when they have a new litter of puppies or kittens and needs to search for future owners. Let's also compare the effect of litter advertisement to consistent kennel promotion – online marketing.
Let's evaluate the amount of time a breeder needs to spend in both cases considering they have two litters a year and spend about two months on advertising a litter by actively posting ads and making posts about growing kittens and puppies.
With direct advertising these active but rather chaotic actions online will round up to about four months, 16-18 weeks in total. That will be effective and bring a spike of interest towards the kennel or cattery for the same amount of time. For the rest of the year the kennel will be off the audience's radar.
And so, we start to realize that responsible breeders don't need direct, pushy advertisement. What they need is to be able to articulate the value of their breeding; to properly tell about their breed, their passion and their kennel (or cattery). To build comprehensive online promotion for the kennel – which is the true objective of marketing for breeders.
Second important aspect – how effective and resource-consuming the results of advertisement are in the long run.
Let's imagine a situation where a breeder becomes active online only when they have a new litter of puppies or kittens and needs to search for future owners. Let's also compare the effect of litter advertisement to consistent kennel promotion – online marketing.
Let's evaluate the amount of time a breeder needs to spend in both cases considering they have two litters a year and spend about two months on advertising a litter by actively posting ads and making posts about growing kittens and puppies.
With direct advertising these active but rather chaotic actions online will round up to about four months, 16-18 weeks in total. That will be effective and bring a spike of interest towards the kennel or cattery for the same amount of time. For the rest of the year the kennel will be off the audience's radar.
As a result, eight months out of twelve this breeder is not in the media space of the target audience of potential owners who are interested in their breed. Every half a year they are aggressively looking for owners, growing their activity which then dies out – in waves. On top of that, during advertising period they need to find extra time – that is never enough of even for rest – and take pictures of the babies, run the advertisement, post it in dozen of different resources, negotiate with buyers. All that while they are also extremely busy taking care of and raising puppies and kittens – the additional workload that falls onto breeders.
As for the results of this activity... During this so-called litter advertising campaign breeders draw the attention of those potential owners who are already prepared to take a puppy or a kitten at this particular moment.
As for the results of this activity... During this so-called litter advertising campaign breeders draw the attention of those potential owners who are already prepared to take a puppy or a kitten at this particular moment.
They are the owners who have already made the decision to make the purchase – it is a small segment and that's where breeders waste all their energy and resources. At the same time, they lose the attention of the audience that are considering getting a pet in the future or are just getting interested in the breed and want to learn more about it, evaluate pros and cons, and understand if it's going to be a good fit for them. This big segment just scrolls past the adds since they don't correspond with their demand. But these are the most responsible owners who meet breeder's expectations and make informed decisions instead of an impulse purchase based on a nice picture of a puppy or kitten.
As a result, when advertisement is used as the main tool:
Whereas if breeders decide to change their behavioral model, quit the wave-like activity and litter advertisement, and then implement a proper online promotion program for their kennel or cattery, they can gain a number of advantages.
As a result, when advertisement is used as the main tool:
- Resource intensity – money, time and effort – high. Breeders become active for a short time when they are most busy with caring for and raising a litter.
- Long-term effect – low. The demand from potential buyers comes in waves, only during the launch and active phase of the advertisement.
- Effectiveness – relatively low and is directed at a small, limited segment of potential owners who want to get a kitten or puppy during the current advertisement period.
- Stress level – high due to the uncertainty of how soon you can find owners and whether they will meet your expectations.
Whereas if breeders decide to change their behavioral model, quit the wave-like activity and litter advertisement, and then implement a proper online promotion program for their kennel or cattery, they can gain a number of advantages.
3. Five elements of kennel online marketing value for breeders.
Let's imagine that you have received the necessary knowledge on kennel online promotion, spent your personal time on studying materials and learned to use that in real life. All of that is possible when you understand why this is necessary, what benefits it can bring and how marketing can influence the well-being of your kennel or cattery.
Let's have a look at five main elements of marketing value for breeders.
Let's have a look at five main elements of marketing value for breeders.
1. Kennel Presentation
With the help of various online marketing tools and comprehensive content plan breeders can build a holistic image of themselves and their kennel or cattery for the audience they are interested in.
It is essential to show your competitive advantages online, to talk about your values and your approach to breeding, to create the understanding of the value and meaning of your breeding for your audience of potential owners.
Kennel or cattery presentation is an important element not only at the stage when your audience gets to know you, but also when they are making the decision to buy from you.
And therefore, you can rest assured that when your audience – the type of future owners you wish to have – finds you online, they are going to chose your kennel or cattery and stay with you after.
With the help of various online marketing tools and comprehensive content plan breeders can build a holistic image of themselves and their kennel or cattery for the audience they are interested in.
It is essential to show your competitive advantages online, to talk about your values and your approach to breeding, to create the understanding of the value and meaning of your breeding for your audience of potential owners.
Kennel or cattery presentation is an important element not only at the stage when your audience gets to know you, but also when they are making the decision to buy from you.
And therefore, you can rest assured that when your audience – the type of future owners you wish to have – finds you online, they are going to chose your kennel or cattery and stay with you after.
2. Attracting your audience
Many breeders have been in a situation when they get an inquiry from potential owners who don't meet the expectations or can't provide a life style that meets the needs of a specific breed. Or they get random inquiries that are just about finding cheaper options.
That is why the second most important element is the ability to find the type of owners you want. These can be owners interested in sports or show activity, or someone looking for a well-bred pet, or even aesthetes on a search for a rare breed.
Marketing allows to build communication with future owners who respond to breeder's ideas and approach long before a litter arrives. It gives the opportunity to choose those who meet breeder's requirements most.
3. Multichannel promotion
Making sure you can be found in one click is exactly why we need to learn how to use different online promotion channels. Multiple channels are also an important marketing element that allows for effective investment of time and resources in kennel promotion.
However, the number of social media grows every day. To "boil this ocean" and manage both social media and a kennel's website you need to turn chaotic actions into a well-oiled system that will also allow you to save your time on promotion.
4. Effective community growth
Marketing always works in the long run and resembles a snow ball that gets more volume and inertia with every proper step. Then it starts rolling on its own growing loyal and engaged audience of potential owners and influencers.
With a proper step-by-step promotion, all the activity will be consistently spread across the year regardless of whether there are kittens and puppies. This doesn't mean you will have to post something every day or have endless lives. Telling about your breed, your kennel or cattery, sharing life hacks and being present in the informational field of your audience at a comfortable pace is enough.
The result is breeders consistently attract the attention and the size of the audience is constantly growing. Building a community – is it possible using only simple advertisement? No. You need actual marketing for that.
5. Stable demand from loyal future owners
Proper online promotion allows not only to create interest but also to retain a suitable owner till a litter arrives.
Regular communication and relevant posts build trust and breeders become relatable and attractive to future owners, even to those who haven't made their mind yet. Engagement and trust grow, and the audience is actively seeking for news about new litters and opportunities to buy a puppy or kitten from this particular kennel or cattery.
On top of that, a wait list is being made during the year, and breeders can peacefully plan litters and not worry about future owners. What's more, breeders don't need to run litter advertisements or become a sales person. You have noticed that we have talked about kennel or cattery promotion but not about selling a certain litter.
In a few words, what marketing gives us: making sure that a desired type of owners could easily find your kennel or cattery, choose you and stay with you for a long period of time, and as result – buy from you.
As we keep comparing marketing to advertising, let's describe the main indicators of using online marketing for your kennel or cattery:
Many breeders have been in a situation when they get an inquiry from potential owners who don't meet the expectations or can't provide a life style that meets the needs of a specific breed. Or they get random inquiries that are just about finding cheaper options.
That is why the second most important element is the ability to find the type of owners you want. These can be owners interested in sports or show activity, or someone looking for a well-bred pet, or even aesthetes on a search for a rare breed.
Marketing allows to build communication with future owners who respond to breeder's ideas and approach long before a litter arrives. It gives the opportunity to choose those who meet breeder's requirements most.
3. Multichannel promotion
Making sure you can be found in one click is exactly why we need to learn how to use different online promotion channels. Multiple channels are also an important marketing element that allows for effective investment of time and resources in kennel promotion.
However, the number of social media grows every day. To "boil this ocean" and manage both social media and a kennel's website you need to turn chaotic actions into a well-oiled system that will also allow you to save your time on promotion.
4. Effective community growth
Marketing always works in the long run and resembles a snow ball that gets more volume and inertia with every proper step. Then it starts rolling on its own growing loyal and engaged audience of potential owners and influencers.
With a proper step-by-step promotion, all the activity will be consistently spread across the year regardless of whether there are kittens and puppies. This doesn't mean you will have to post something every day or have endless lives. Telling about your breed, your kennel or cattery, sharing life hacks and being present in the informational field of your audience at a comfortable pace is enough.
The result is breeders consistently attract the attention and the size of the audience is constantly growing. Building a community – is it possible using only simple advertisement? No. You need actual marketing for that.
5. Stable demand from loyal future owners
Proper online promotion allows not only to create interest but also to retain a suitable owner till a litter arrives.
Regular communication and relevant posts build trust and breeders become relatable and attractive to future owners, even to those who haven't made their mind yet. Engagement and trust grow, and the audience is actively seeking for news about new litters and opportunities to buy a puppy or kitten from this particular kennel or cattery.
On top of that, a wait list is being made during the year, and breeders can peacefully plan litters and not worry about future owners. What's more, breeders don't need to run litter advertisements or become a sales person. You have noticed that we have talked about kennel or cattery promotion but not about selling a certain litter.
In a few words, what marketing gives us: making sure that a desired type of owners could easily find your kennel or cattery, choose you and stay with you for a long period of time, and as result – buy from you.
As we keep comparing marketing to advertising, let's describe the main indicators of using online marketing for your kennel or cattery:
- Resource intensity – money, time and effort – medium. Breeder's activity will be consistently spread across the whole year. Breeders plan their time regardless of whether they currently have kittens or puppies.
- Long-term effect – high. Breeders attract the attention and grow their audience continuously.
- Effectiveness – high. Breeders target a specific type of owners, the demand from potential buyers is constant, a list of people willing to wait for a specific litter is formed.
- Stress level – low. You can plan your actions ahead, make a proper analysis of the promotion results and move towards your kennel promotion goals. Breeders also have an element of control – applications from potential owners, which builds confidence in your actions and helps to control results.
I often hear from breeders that marketing can only be useful when the conditions for kennel development are right. Marketing doesn't work with a rare breed or for a breeder without experience.
Which is not true. Marketing effectiveness depends not on your conditions but on your willingness to figure it out and proper goal setting for your promotion.
The main advantage of marketing knowledge and understanding of online promotion mechanism is the ability to solve individual objectives taking one's individual situation and other aspects into consideration. To work out a road map from point A to point B and to understand what stages you will go through.
Let's have a look at the most common examples of how marketing can be useful for different types of kennels or catteries.
Which is not true. Marketing effectiveness depends not on your conditions but on your willingness to figure it out and proper goal setting for your promotion.
The main advantage of marketing knowledge and understanding of online promotion mechanism is the ability to solve individual objectives taking one's individual situation and other aspects into consideration. To work out a road map from point A to point B and to understand what stages you will go through.
Let's have a look at the most common examples of how marketing can be useful for different types of kennels or catteries.
4. The specifics of promoting a rare breed kennel.
It is the breeders of rare or unpopular breeds who are especially concerned about the relevance of their breed and think that promoting their kennel or cattery in this situation is as complicated as selling puppies or kittens of this breed. All because it's unpopular so no one would want it...
Why does this conviction exist?
Of course, breeders quite rarely work on promoting breeds. They set their hopes on breed clubs, that it's a club's job to promote a breed. But first of all, breed clubs don't do much promotion among the audience that is unfamiliar with cynology or felinology, especially online. Or these clubs popularize the breeds too little and don't engage modern promotion methods. Second, the chance that a potential owner who found a breed through a club will come to you is minimal.
And here we have a vicious circle: breeders and clubs do the bare minimum to popularize a breed – it's harder for potential owners to find this breed – there are no inquiries – breeders cut their breeding program and population while getting more and more disappointed. The vicious circle that makes it even harder for potential owners to find and choose a particular rare breed. Only hardcore fans get to the point of purchase while most of potential owners turn to more popular breeds.
Of course, breeders quite rarely work on promoting breeds. They set their hopes on breed clubs, that it's a club's job to promote a breed. But first of all, breed clubs don't do much promotion among the audience that is unfamiliar with cynology or felinology, especially online. Or these clubs popularize the breeds too little and don't engage modern promotion methods. Second, the chance that a potential owner who found a breed through a club will come to you is minimal.
And here we have a vicious circle: breeders and clubs do the bare minimum to popularize a breed – it's harder for potential owners to find this breed – there are no inquiries – breeders cut their breeding program and population while getting more and more disappointed. The vicious circle that makes it even harder for potential owners to find and choose a particular rare breed. Only hardcore fans get to the point of purchase while most of potential owners turn to more popular breeds.
How to get rid of the conviction that nobody wants this breed?
First and foremost, you need to get rid of the whole concept that dogs and cats of certain breeds are not interesting to people. Every breed has a whole culture, history and intended purpose behind it. And none of that is known to the wide circle of potential owners.
Moreover, the modern generation is individualist. Most of the time people are rarely interested in mass market, and that is true for dogs and cats as well. After all, people get a pet for enjoyment and engaging communication experience. That is why each breed will definitely have its audience.
Therefore, the main focus should be drawing the attention of online audience to your specific breed. But even that should be done the right way. Breeders are not merely interested in being famous rather than having their breed and kennel in demand among a certain group of people who can provide their pets with optimal living conditions.
Each breed has its specifics, even popular ones, and that directly influences the type of potential owners whom this or that particular breed will be suitable for. We need this owner-pet puzzle to click.
First and foremost, you need to get rid of the whole concept that dogs and cats of certain breeds are not interesting to people. Every breed has a whole culture, history and intended purpose behind it. And none of that is known to the wide circle of potential owners.
Moreover, the modern generation is individualist. Most of the time people are rarely interested in mass market, and that is true for dogs and cats as well. After all, people get a pet for enjoyment and engaging communication experience. That is why each breed will definitely have its audience.
Therefore, the main focus should be drawing the attention of online audience to your specific breed. But even that should be done the right way. Breeders are not merely interested in being famous rather than having their breed and kennel in demand among a certain group of people who can provide their pets with optimal living conditions.
Each breed has its specifics, even popular ones, and that directly influences the type of potential owners whom this or that particular breed will be suitable for. We need this owner-pet puzzle to click.
What do breeders need to do with all of that? That's where marketing comes into play.
With the help of value proposition breeders learn how to communicate the advantages of their breed and its nuances to the target audience using clear and resonating language. Then using a proper portfolio they can demonstrate the aesthetics and the life style that comes with this breed. For this purpose, it's important to keep in mind the triggers that will work for the target audience and cut the people for whom this breed is not suitable. And of course, it illustrates the attractiveness of the breed that is impossible not to fall in love with.
With the help of marketing breeders can come up with a unique content plan and can talk about the specifics and the difficulties that future owners can face, as well as show the ways to resolve them, debunk myths and false beliefs about a breed. Then they consistently, over a period of time build a community of followers interested in their blog.
With the help of value proposition breeders learn how to communicate the advantages of their breed and its nuances to the target audience using clear and resonating language. Then using a proper portfolio they can demonstrate the aesthetics and the life style that comes with this breed. For this purpose, it's important to keep in mind the triggers that will work for the target audience and cut the people for whom this breed is not suitable. And of course, it illustrates the attractiveness of the breed that is impossible not to fall in love with.
With the help of marketing breeders can come up with a unique content plan and can talk about the specifics and the difficulties that future owners can face, as well as show the ways to resolve them, debunk myths and false beliefs about a breed. Then they consistently, over a period of time build a community of followers interested in their blog.
As a result, the people who come to breeders are those interested in the breed because of its unpopularity and rarity. Those who want to be owners and are willing to wait for their puppy or kitten even when litters don't come often.
Very often after learning and implementing marketing tools breeders of rare breeds expand their geography significantly because they become visible to the fans of the breed around the world. The perfect execution of a promotion plan and implementation of all online marketing potential – and breeders have requests from people willing to buy this specific breed and wait for a planned litter long before the birth.
Because with a proper approach to online promotion the rarity of a breed is an advantage.
I am more than convinced that this exact approach will allow to preserve interest in certain breeds of dogs and cats and will make the lives of breeders easier, as well as help them find new opportunities to develop kennels or catteries of such rare and unpopular breeds.
Very often after learning and implementing marketing tools breeders of rare breeds expand their geography significantly because they become visible to the fans of the breed around the world. The perfect execution of a promotion plan and implementation of all online marketing potential – and breeders have requests from people willing to buy this specific breed and wait for a planned litter long before the birth.
Because with a proper approach to online promotion the rarity of a breed is an advantage.
I am more than convinced that this exact approach will allow to preserve interest in certain breeds of dogs and cats and will make the lives of breeders easier, as well as help them find new opportunities to develop kennels or catteries of such rare and unpopular breeds.
5. How to discover a world without competition – key points for the owners of popular breed kennels.
Popular breed is one of the issues that breeders come to our course with. More precise, they come with this problem: there are no requests from adequate owners because of the popularity of a breed, high competition and the amount of backyard breeders and puppy mills which respond to the growth in popularity almost instantly.
Most of these breeders don't even dream about a wait list – about future owners who will wait for their litter specifically, for a long time. Who would want to wait when they have an opportunity to get a pet right this instant from a different place?
It seems that the solution would be dumping the prices for puppies or kittens. But even this approach doesn't work most of the time and makes the kennel or cattery seem cheap in the worst meaning of the word. This approach can get you into a deficit not only financially bit also reputationally.
Holiday season doesn't work either, even a big number of requests doesn't change the situation (you can read about the myth of seasonal demand in the article
Most of these breeders don't even dream about a wait list – about future owners who will wait for their litter specifically, for a long time. Who would want to wait when they have an opportunity to get a pet right this instant from a different place?
It seems that the solution would be dumping the prices for puppies or kittens. But even this approach doesn't work most of the time and makes the kennel or cattery seem cheap in the worst meaning of the word. This approach can get you into a deficit not only financially bit also reputationally.
Holiday season doesn't work either, even a big number of requests doesn't change the situation (you can read about the myth of seasonal demand in the article
So, what is up with kennels of popular breeds? Why don't potential owners see them? What do breeders miss and what prevents them from standing out among other kennels or catteries? And the main question: how to resolve this issue?
To begin with – analyze the market and competition online. Of course, in our course we have a specific algorithm we use for analysis, and that is the analysis of the level of competition presence online.
As soon as analyzing the first 10-15 kennels (or catteries) of their breed, breeders start to understand what they miss in their online presence and what direction they need to work in. That is why this analysis gives you a great idea of how many identical bland pages of catteries and kennels there are. This helps to define what a breeder can use to stand out and become noticeable in this sea of offers. Meaning, we find new opportunities to present a kennel or cattery. That is how breeders have a pool of tasks for proper kennel or cattery presentation.
To begin with – analyze the market and competition online. Of course, in our course we have a specific algorithm we use for analysis, and that is the analysis of the level of competition presence online.
As soon as analyzing the first 10-15 kennels (or catteries) of their breed, breeders start to understand what they miss in their online presence and what direction they need to work in. That is why this analysis gives you a great idea of how many identical bland pages of catteries and kennels there are. This helps to define what a breeder can use to stand out and become noticeable in this sea of offers. Meaning, we find new opportunities to present a kennel or cattery. That is how breeders have a pool of tasks for proper kennel or cattery presentation.
The next step is to study the interests and needs of the audience of future owners. And that's when the popularity of the breed becomes an advantage. High demand leads to a big number of online requests. So, if a kennel or cattery has a proper online promotion and has built proper communication, it's not very hard to ride this wave.
This demand will certainly lead to a potential owner comparing kennels and breeders, but even that can help. Because potential owners make their choice based on more than just a cute pic. They want to understand how exactly this breeder and their dogs and cats are different from others. So a kennel or cattery that has a great presence online, with clearly communicated breeding principles and a smart blog where you can find answers to your questions and have actual communication will be the most attractive. And the more comparisons in your favor there are, the more willing a person will be to buy a puppy or kitten from you. Even if they have to wait. Because a potential owner sees how waiting is worth it.
There is a lot to be said about promoting a popular breed kennel. But we should also keep in mind that every popular breed always has its nuances that make promotion process unique.
It is still important to understand that kennels or catteries with popular breeds have a lot of opportunities to promote online and grow their breeding.
For more details about promotion of popular breeds you can read the articles in our Success Stories section.
This demand will certainly lead to a potential owner comparing kennels and breeders, but even that can help. Because potential owners make their choice based on more than just a cute pic. They want to understand how exactly this breeder and their dogs and cats are different from others. So a kennel or cattery that has a great presence online, with clearly communicated breeding principles and a smart blog where you can find answers to your questions and have actual communication will be the most attractive. And the more comparisons in your favor there are, the more willing a person will be to buy a puppy or kitten from you. Even if they have to wait. Because a potential owner sees how waiting is worth it.
There is a lot to be said about promoting a popular breed kennel. But we should also keep in mind that every popular breed always has its nuances that make promotion process unique.
It is still important to understand that kennels or catteries with popular breeds have a lot of opportunities to promote online and grow their breeding.
For more details about promotion of popular breeds you can read the articles in our Success Stories section.
6. Step by step promotion for beginner breeders.
The interest to cynology and felinology is constantly growing. New people come into the field. Some are more ambitious than others but they all have one thing in common – they are beginner breeders.
Most of them try to learn from the experience of the people who have been working with a breed for a long time and adopt it. The knowledge of sales and communication with owners is no exception.
And what will experienced breeders advise? Grow a bit, get some achievements at dog shows, create a reputation and then potential owners will trust you. Sounds a lot like a job description: looking for a young specialist under 30 with a 10-year work experience. Rings a bell?
But what should beginners do right now while they don't have ten years of experience and reputation? How do you become trustworthy and make people choose you?
Lucky for us the rest of the world is not standing in place. Things that were acceptable and desirable five years ago are outdated today. The age of decades-long experience is replaced by the age of quality and innovation, open communication and micro brands. The age of big names gives way to the age of craft. In addition, there are more and more millennials and zoomers who can become potential owners. They have different selection criteria and rarely search for a kennel or cattery offline.
Most of them try to learn from the experience of the people who have been working with a breed for a long time and adopt it. The knowledge of sales and communication with owners is no exception.
And what will experienced breeders advise? Grow a bit, get some achievements at dog shows, create a reputation and then potential owners will trust you. Sounds a lot like a job description: looking for a young specialist under 30 with a 10-year work experience. Rings a bell?
But what should beginners do right now while they don't have ten years of experience and reputation? How do you become trustworthy and make people choose you?
Lucky for us the rest of the world is not standing in place. Things that were acceptable and desirable five years ago are outdated today. The age of decades-long experience is replaced by the age of quality and innovation, open communication and micro brands. The age of big names gives way to the age of craft. In addition, there are more and more millennials and zoomers who can become potential owners. They have different selection criteria and rarely search for a kennel or cattery offline.
At the moment the majority of future owners make their choice based on personal interests – safety, positive impressions, communication accessibility, breeder's value and passion, etc. And breeder's value for a potential owner implies their knowledge of the breed and willingness to share it. Passion is about clearly set goals and breeding principles.
And I'm going to repeat myself here: potential owners look for all that online, and that means a kennel or cattery should be easily found there – literally one click away.
And you can agree, all of the above has nothing to do with experience or reputation.
The only thing beginner breeders lack is the understanding of how to demonstrate all that, how to be easily found and how to avoid the most typical mistakes experienced breeders make. That is knowledge from a completely different area – marketing and online communication.
And I'm going to repeat myself here: potential owners look for all that online, and that means a kennel or cattery should be easily found there – literally one click away.
And you can agree, all of the above has nothing to do with experience or reputation.
The only thing beginner breeders lack is the understanding of how to demonstrate all that, how to be easily found and how to avoid the most typical mistakes experienced breeders make. That is knowledge from a completely different area – marketing and online communication.
That is why the main opportunity to build trust and acknowledgement among your audience of potential owners is to create a smart and consistent online promotion program. We create the image of a kennel or cattery and define the portrait of desired owners, build step-by-step plan of action, work through communication principles and start working.
The thing is beginner breeders have a lot of advantages. They are a clean slate and are open to new information. They don't cling to old false beliefs and stereotypes about what works and what doesn't. It's amazing since there's no wasting time on analyzing all the previous mistakes and fixing them, restructuring and changing things. That means we can have a powerful start without wasting any time, and then move along the charted path.
You can read about the experience of beginner breeders and how they managed to build an effective promotion program for their kennels and catteries in our Success Stories.
You may want to check the following articles
Hakuna vota siberians - life at the husky's pace!.
Disney dog kennel – the dream maker!
The thing is beginner breeders have a lot of advantages. They are a clean slate and are open to new information. They don't cling to old false beliefs and stereotypes about what works and what doesn't. It's amazing since there's no wasting time on analyzing all the previous mistakes and fixing them, restructuring and changing things. That means we can have a powerful start without wasting any time, and then move along the charted path.
You can read about the experience of beginner breeders and how they managed to build an effective promotion program for their kennels and catteries in our Success Stories.
You may want to check the following articles
Hakuna vota siberians - life at the husky's pace!.
Disney dog kennel – the dream maker!
7. How not to get stuck – new opportunities for experienced breeders.
Most of the time experienced breeders come to the course with "Why doesn't this work anymore?"
After all, they have experience and reputation, numerous achievements that support that reputation, and amazing breeding level that they have invested so much time and effort into. Just a few years ago people came to a kennel or cattery through the word-of-mouth from other happy owners or after finding a page on social media. Or approached breeders at dog shows (if breeders attend dog shows). They even have a website! A bit outdated but it was made ten years ago and was rather effective but has been abandoned since. They definitely have a page on Facebook and a lot of followers – friends and other breeders – where they post regularly about their awards and litters. And then they find themselves in a situation when neither the website, nor the word-of-mouth, nor Facebook or algorithm for presenting and selling litters – everything that used to be so effective – bring any results. So, what is broken?
After all, they have experience and reputation, numerous achievements that support that reputation, and amazing breeding level that they have invested so much time and effort into. Just a few years ago people came to a kennel or cattery through the word-of-mouth from other happy owners or after finding a page on social media. Or approached breeders at dog shows (if breeders attend dog shows). They even have a website! A bit outdated but it was made ten years ago and was rather effective but has been abandoned since. They definitely have a page on Facebook and a lot of followers – friends and other breeders – where they post regularly about their awards and litters. And then they find themselves in a situation when neither the website, nor the word-of-mouth, nor Facebook or algorithm for presenting and selling litters – everything that used to be so effective – bring any results. So, what is broken?
The key reason is that the behavior of potential owners has changed. They search and they find everything online. And the first thing an experienced breeder can do is to study the new algorithms that owners use to search and choose kennels and catteries. After that breeders can audit their promotion themselves and find gaps in it. At this stage experienced breeders start to realize that in the current climate a big chunk of potential owners leave for those breeders who are more modern and have a proper online presentation. That's how the realization that they need to change their approach dawns. Because the more time passes, the harder it would be to work with old promotion tactics. Over the past few years, a lot of the conditions have changed: breeder search algorithm, owners' approach to choosing a kennel or cattery. And what's most important, owners themselves change, as well as their methods of communicatiion. Communities have replaced the word-of-mouth.
People trust influencers more, even when they don't know them. People get to know a breeder and their kennel or cattery long before personal communication even begins, and breeders might not even know about it. Unfortunately, because of the standard approach to promotion the level of online presence of many experienced breeders doesn't allow this second-hand acquaintance to turn into actual purchase of a puppy or kitten. Potential owners leave without even starting the communication. That is why simply posting on social media or having an archaic website doesn't mean having online presence.
Still, I have amazing news for experienced breeders: your accumulated knowledge of a breed, you experience and achievements make 60% of online promotion success. Other 40% is marketing knowledge and willingness to put it into action.
The key moments we work on with experienced breeders in our course are:
Still, I have amazing news for experienced breeders: your accumulated knowledge of a breed, you experience and achievements make 60% of online promotion success. Other 40% is marketing knowledge and willingness to put it into action.
The key moments we work on with experienced breeders in our course are:
- value proposition of your breeding and your breed;
- content marketing including visual and informational content;
- efficient lifestyle portfolio with triggers aimed at a certain type of potential owners;
- presenting your breed through adult dogs or cats and grown litters;
- creating a modern website and mechanisms of growing a community of new followers.
And this is just a short list.
Most experienced breeders don't even suspect how much knowledge they possess and what difference it can make for their promotion if even a small fraction of that knowledge is turned into content. Being used to share and discuss their breeds with other professionals, they completely miss the importance of this personal experience that can be turned into a blog for potential owners. When you know and understand the needs and interests of your audience, when you work out the breed's value proposition, you can create an effective content plan.
A brief for adult dog portfolio and its thorough implementation is another marketing tool that helps breeders show their breed and their breeding at its finest.
Most experienced breeders don't even suspect how much knowledge they possess and what difference it can make for their promotion if even a small fraction of that knowledge is turned into content. Being used to share and discuss their breeds with other professionals, they completely miss the importance of this personal experience that can be turned into a blog for potential owners. When you know and understand the needs and interests of your audience, when you work out the breed's value proposition, you can create an effective content plan.
A brief for adult dog portfolio and its thorough implementation is another marketing tool that helps breeders show their breed and their breeding at its finest.
It also allows to create an updated portfolio that would be attractive not only to professional audience but also get response from a desired type of future owners. A proper promo of a new content plan with an updated portfolio after launching a website and a blog will bring results in just a couple of months and the number of inquiries will be growing. It's possible that it would be harder for experienced breeders to accept the new vision and methods of presentation and online promotion. But it would be much easier for them to deal with the practical part of using marketing tools because they have a solid foundation – reputation, experience and achievements. What's left is to show the new, "fresh" audience of potential owners all advantages of your kennel or cattery.
8. Helicopter view of online kennel promotion – the current situation and opportunities for development.
Finishing this purview of opportunities that breeders unlock after studying marketing in the format adapted for breeders, I suspect that a lot of you have started thinking whether there is still a chance to realize your potential. In this regard a lot of people would be interested in a survey that we conducted together with participants of several groups in Marketing for Breeders course during 2021. Our participants – cat and dog breeders – analyzed competition in their respective breeds.
As a result, we have some statistics on online promotion of 1200 kennels and catteries in different regions of Europe, CIS and USA, in about 50 different breeds of cats and dogs.
The statistics has showed that:
As a result, we have some statistics on online promotion of 1200 kennels and catteries in different regions of Europe, CIS and USA, in about 50 different breeds of cats and dogs.
The statistics has showed that:
- About 85% of kennels and catteries have a very small online presence, using one or two promotion channels at best. For example, a personal account on Facebook and Instagram.
- About 10% of kennels and catteries have very irregular and chaotic promotion. They have a website and additional channels, but the site is ancient, and the main communication channel is traditionally a personal account on Facebook.
- Only 5% of kennels and catteries have implemented a comprehensive online promotion, have a modern website and a properly described positioning, as well as updated presentable portfolio and impactful blogs in social media.
And therefore, breeders whose goal is a long-term development of their kennels and catteries should pay attention to the vector of this development in the nearest future. Implementing a program of online promotion will make it much easier to fulfill their potential.
And if you have been inspired to act, I'd like to add one more thing. The most important advantage of knowing and understanding marketing is the opportunity to write a unique story about you and paint a picture of your kennel or cattery. To think your promotion through down to the last detail and to understand what will work and how.
Under no circumstances should you copy the actions of kennels or catteries that seem similar to yours. Because in this case you will lose your main advantage – your uniqueness. Not knowing online algorithms, not tuning your content and program to the target audience you will not be able to achieve your goals and will lose valuable recourses, time and energy.
That's why marketing can help you improve your life when used properly.
And if you have been inspired to act, I'd like to add one more thing. The most important advantage of knowing and understanding marketing is the opportunity to write a unique story about you and paint a picture of your kennel or cattery. To think your promotion through down to the last detail and to understand what will work and how.
Under no circumstances should you copy the actions of kennels or catteries that seem similar to yours. Because in this case you will lose your main advantage – your uniqueness. Not knowing online algorithms, not tuning your content and program to the target audience you will not be able to achieve your goals and will lose valuable recourses, time and energy.
That's why marketing can help you improve your life when used properly.
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