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COVER STORY Marketing Collateral

Admittedly, some folks may encounter additional expense to pay a webmaster to do the work, but that would be true of any changes to their website. Project Trade allows participants to select the discount level they personally prefer for each of the selected aversive gear. I chose to offer a 10 percent discount across the board. “The more people who Doing so made the math simparticipate in Project ple, and I like simple math. Trade and promote it, Besides, I still have the flexithe more hits we will see bility to offer a greater discount if warranted, which I in internet searches and have done in some comthe fewer pet owners will pelling situations. be drawn by desperation The first thing I did after to methods they would signing up was explore the marketing collateral available not choose if they knew to me as a Project Trade terthere were better rier, er…I mean participant. It alternatives.” was as simple as urinating on a fire hydrant, so to speak. I went to the PPG website and clicked on the Project Trade graphic. Then I hovered my mouse over Project Trade on the toolbar along the top of the page and selected “Marketing Support.” There I found my squirrel, er…marketing collateral. I discovered that PPG had already taken the time and invested resources into developing appealing professional materials for my benefit, which I then downloaded at no cost. Said materials include a Project Trade badge, a promotional tri-fold, a discount card, a bookmark, a rack card, a fridge magnet, a bumper sticker and a Let’s Trade Poster. If I had hired a graphic artist to create them, it would have cost me hundreds of dollars (and most likely a lot more). Net Cost: 0

without it, that person can become a powerful salesperson for my services. They may tell friends and family of their success, who will likely be impressed by the change they witnessed in the dog and tell others. The bottom line for my business is I gained several Project Trade clients in 2016 who would not otherwise have seen me as an inviting alternative to the choices they previously made.

No Judgment

I immediately downloaded the promotional tri-fold and printed about 200 copies, which I gave to several veterinary clinics and each of my clients. Prior to Project Trade, I already printed and distributed marketing material so this was no additional cost and gave me a way to invite dog owners already using aversive equipment to join me in partnership. As to the 10 percent discount, my profit is clear. Let’s say I charge a client $100 for an hour of service and offer a 10 percent discount for trading aversive gear. If I only invest $10 in business marketing for a new client and gain $90, I will do that any day of the week, thank you. As pet professionals, Project Trade can help us reach new market share we may not otherwise have access to, as I have experienced. That new client represents hundreds of dollars of income I would not otherwise have enjoyed. Since 50 percent of my new clients come from referrals, each new Project Trade client increases the number of referrals I will enjoy in the future. If a pet owner previously felt it necessary to use aversive equipment and, as a result of my efforts, learns how to live well

Project Trade participants have access to a huge range of marketing collateral at no extra cost

BARKS from the Guild/March 2017

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BARKS from the Guild March 2017  

The bi-monthly trade publication from the Pet Professional Guild covering all things animal behavior and training, canine, feline, equine, p...

BARKS from the Guild March 2017  

The bi-monthly trade publication from the Pet Professional Guild covering all things animal behavior and training, canine, feline, equine, p...