Posted by: petsweekly | May 24, 2010

Marketing vs. Advertising A Pet Business

Big dogs and little dogs

If you have a small business, or any business, you should know the difference between the two concepts. Here’s the short version:

Marketing is systematically controlling the approach of bringing a product to market. This means developing a marketing plan, researching your audience, creating a vision of where you want to be in a set amount of time, and then implementing your plan.

Advertising is letting the world know you exist. It’s the ability to inform others that you are here.

These are vastly different concepts and both are needed when you bring a product or service to market. It doesn’t matter if you have a website, a pet-sitting business, or are just looking for a job. You have to have a plan, and you have to let others know what you intend to do.

If you place an ad on a website, you are only as good as your product. Low sales, poor conversion rates, and you have a product or service that people don’t want. However, it may also mean that they just don’t want it now…

Trends change constantly. Ten years ago, we could drive around with dogs unsecured in the back of a pickup without a sideways glance. Nowadays, that same dog had better be wearing a safety harness, be securely crated, and have air conditioning.

So just because something didn’t sell ten years ago, or even ten days ago, doesn’t mean it won’t sell today.

And in order to be a top seller, you need to have a marketing plan and advertising already in place. You need to be “top of mind” with consumers and that is only done through advertising.

Focus on creating a brand.  If you look at the logo for PetsWeekly, you can automatically see what we’re about. We are all about animals – animals of all types. Our logo is recognizable, it’s cute, and people like to duplicate it. Our tagline, “Your Source for All Things Pet”, tells what we do – which is try to create a one-stop source for anything you need to know about animals.

Now, we don’t claim to be Animal Planet, but we do what we can with one writer and a few volunteers who help out with the programming, medical and behavioral columns. And, we’re growing. Quickly…

When you develop your marketing plan, be sure that you look at the companies you want to partner with and who you can afford to partner with. Develop those relationships – they will serve you well in the years to come.

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