Some savvy business people are using the instant charm of furry companions as a smart marketing tool.
Pictures of pets are popping up on business cards, leaflets and fliers around the Denver area as small-business owners look for ways to stand out and drum up new clients.
Sometimes, the pet owner poses with his or her pet. Or, more often, a single photo of the animal’s cuddly face and friendly disposition gives potential customers the only hint about what services they can expect, from real estate agent to chiropractors.
“It’s not a risky move anywhere to market like this because few people hate dogs and even fewer hate puppies,” says Donald Lichtenstein, a marketing professor at CU-Boulder. “But it’s especially not risky in Colorado, where many people tend to have positive feelings associated with dogs.”
In fact, nearly half of all Colorado households have at least one dog, marketing experts say.
When Bert Johansen ended his 25-year-
career as a teacher and became a real estate agent last year, he said he needed something extra that would distinguish him from hundreds of Boulder County agents.
“I didn’t want to be just another face on a business card,” says Johansen, 56, with Keller Williams Front Range Properties. “I wanted to stand out with something that I love with all my heart – my dog.”
Rosie, his 18-month-old black standard poodle, became the trademark that opened doors for him.
Professionally shot photos of both Johansen and Rosie appear on his business card. Flyers and postcards mailed out to clients include photos showcasing adventures
Johansen and his dog have shared, including backpacking, hiking and snowshoeing.
Strangers recognize him, greeting him with: “Oh, you are the guy with the black dog on your business card.”
People Johansen met months ago kept his attractive card and called him when they were ready to buy a house.
“There is no question that this dog has helped my business grow,” he says.
Johansen’s adult children disagree with placing Rosie’s photo on his cards because they say it makes their father look unprofessional.
“But they don’t live in Boulder,” Johansen says. “I started putting Rosie’s picture on my cards long before I read about that statistic that says there are more dogs in the city of Boulder than children.”
Johansen says some of his clients own dogs now or owned them in the past. Because dog owners know the time and effort necessary to care for a dog, Johansen hopes his clients will perceive him as a trustworthy and reliable Realtor who will care for their needs as well.
Lichtenstein says Johansen’s strategy taps into how people’s brains receive and respond to information. People either pick up “central” or “peripheral” cues when they view an advertisement.
For example, if a person looks at Rosie’s picture and is reminded of heartwarming, fun experiences, the person is picking up on peripheral cues that are attached to the person’s memories.
But if a client sees the dog and begins to think of Johansen as a kind, fun-loving person, the client is picking up central cues related to a perception of Johansen’s personality and abilities.
Someone could see the picture and not make a connection. Or worse, another person could think the dog is just a gimmick and that Johansen is an insincere businessman.
The marketer’s job is to ensure that when the client views the advertisement, the client has a positive response.
That’s why advertisers use pets and children in their commercials, Lichtenstein says, because most people’s associations with animals and babies are good, happy ones.
“Pets sell,” says Linda Houlihan, community relations manager at the Denver Dumb Friends League animal shelter.
Houlihan has received requests from Realtors who want pet photos – not for adoption, but for use as part of their advertising. The shelter will oblige their requests only if the person or company agrees to sponsor a Pet of the Week.
Many organizations sponsor Dumb Friends League fundraisers because it raises their credibility and helps potential clients associate them with goodwill efforts that give back to the community, Houlihan says.
Some business owners stumble upon the marketability of their pets.
Debra Chance thought she was just lucky to be able to bring her 2-year-old dog, Darby, to work with her. A sign leading down the stairway to the Chance Chiropractic Center in Lafayette alerts patients that the Australian shepherd is the “employee of the month” because she does a great job of greeting clients.
Her clients often enjoy stroking the dog while they are lying, often in pain, face-down on a massage table while Chance prepares to work on them.
“I was just trying to make my patients as comfortable as possible and I believe Darby was just a part of that,” says Chance.
But she thought having your pet on your business card was a cute idea and decided to do it when her friend, Dr. Heather Fliege, showed her business cards, featuring her dog Bodhi.
Fliege always had known about Bodhi’s magnetism. The pair can’t get through a cup of joe at the nearby coffee shop without a half-dozen folks stopping by to pet the 10-year-old yellow Labrador. So Fliege decided to combine marketing for her holistic family practice with setting a relaxing mood for her patients.
Bodhi goes to work with Fliege at the Partners in Health location in Lafayette. The inviting dog wags his tail in greeting to patients in the waiting room. And although Bodhi is old and arthritic, he will walk over to patients who are sick and give them an encouraging lick.
“I think his presence creates a unique environment that creates a sense of comfort and homeyness for my patients,” says Fliege, “and shows that I think outside of the box.”
Staff writer Sheba R. Wheeler can be reached at 303-820-1283 or swheeler@denverpost.com.
