Shelter Dog’s New Marketing Guru

by Mary Haight on September 16, 2010

I saw this commercial over at Poodle and Dog Blog about a genius shelter dog who is the hot new marketing guru, and thought it was funny enough to pass along.  And then I remembered something I had heard from a video of the pet bloggers’ convention (Blogpaws) about marketing from Mike Arms, President of the Helen Woodward Animal Center. 

It seems shelters have missed out on the biggest shift in language in decades. Sanitary engineers move over, the new thing for shelters is to get rid of the word “shelter”.  Huh…well, why not? It has been  proclaimed far and wide that when people hear “shelter” they don’t think kind, cuddly, warm or fuzzy thoughts.

Ever since the Shelter Pet Project began, people have been working to find ways to “fix” what’s wrong with shelters – help get more dogs adopted. There’s one dog who thinks he’s onto something big…*really* big! 

Other messages come to mind in this commercial, once I let it sink in awhile. Not just funny quips like ugly dogs (in a nice way) try harder – what do you think?

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10 comments
Mel
Mel

The video is funny, but what was more powerful to me was Mike Arms' blog post about changing how we think, define and operate shelters. I for one think he is on to something. I hope his ideas spread like the wind!

EdieJ
EdieJ

You're right about the "rebranding" aspect; among the other terms that Mike Arms introduced was "blends" rather than "mixed breeds." I love the video. It's a great example of what Mike Arms was talking about: Make shelters seem less depressing and more dogs get adopted. Period.

veryvizsla
veryvizsla

I love that video! I *need* a Harvey!

KenzoHW
KenzoHW

Our unrealistic expectations ? Happily they overdid it that much that there cannot be misunderstanings about that :)

ThePhillyDog
ThePhillyDog

Great video...gives me food for thought!

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