If your audience is very niched, how do you promote your business? Lorine Hoffer of Park City, Utah gets tips galore from 15 Publicity Hounds on how to promote her dog massage practice.
From Victor De’Prey of Yachats, Oregon:
“Park City sounds like a place where there should be a dog-friendly park. If there is one, set up a tent on a weekend and offer free introductory massages to passers-by. Have doggie treats with your name on them for your clients and of course, business cards and introductory discounts on a future massage. Announce the event through flyers in the park. Invite a reporter who owns a dog to take advantage of your offer. Set aside a 15-minute window in which people can listen to a lecture on why pets need massage, and of course, a Q&A after the lecture.”
From Sophie Wajsman of Montrose, Victoria, Australia:
“Send a letter to the Osbournes, who I notice have lots of dogs. Offer to give their dogs free massages. If they say yes, then you could approach a TV station to see whether they could film the event as a human interest (or canine interest) story. It might just be quirky enough to appeal to the media. That would give exposure to you and the Osbournes.”
From Candace Moody of Jacksonville, Florida:
Focus efforts on “athletes” of the dog world. Frisbee dogs really need massage. They are the Olympic athletes of the dog world. The competition events are well-attended by dog lovers, and it’s a great place to make contacts. You can provide massage for free, and ask that your location is accessible to passing crowds. The Frisbee events get great press usually. Ask the local club to include your services as part of their PR.
I’d also target obedience schools. If her treatment helps the animals focus and calm down, this would be an ideal target audience.