A Marketing Lesson From My Dogs

As digital marketing consultants, we can find lessons everywhere. And recently, I was reminded of a very important from the most unlikely source - my dogs.

Not long ago, I bought a new bed for my dogs that I found to be ideal. The bed was soft, cushioned, from a reputable brand, and seemed like a cozy spot for them to snuggle into. I couldn't wait to bring it back home for them.

They hated it! They sniffed, they tested, they looked at it from all angles, and then walked over to their old, beat-up bed. I tried placing treats on it, covering it with items full of their smells, and pulling them onto this bed. They would not take to it. I could not understand why they didn’t like this bed! I took it back to the store, explained how my dogs did not like it, and cashiers were also surprised. Everyone liked this bed except for the ones who would actually use it. It's just like marketing.

As marketers, we create ads and campaigns that we think will resonate with our target audiences because we think it is cool. But what will our customers think? Will they agree? Are we being customer-focused, understanding what resonates with them, or are we being self-focused, creating something that resonates with us? If what we have created doesn’t work, are we willing pivot quickly and try again? To achieve success, we must keep our customers’ wants and needs in mind at all times and say good-bye to our egos.  Just like with my dogs. If they don’t want to adopt the bed, they are not going to adopt the bed, and there is no amount of begging or pleading that will work.

If you need assistance understanding the nuances of your audience and how to best communicate with them, then give us a call. Our digital marketing consulting services will help guide you.

Now excuse me, I have to go bed shopping for my dogs…..

Jack & Remy sharing a bed