Top Dog
story. “A secret — you need local news to help spread the of the growing pet industry as well as delivers an incomparable
word,” Cara says. “It gives you great exposure using no shopping experience.
marketing dollars.” Even before their shop had walls, the Allens began consider-
When it comes to marketing your new business, you must ing the customer’s point of view, factoring ambience and
be creative and tactful with your marketing money, adds Cara, atmosphere into their design plans. Customers are greeted by
who served as a publicist at Walt an eye-pleasing color palette of pink
Disney World. “Be very focused, and chocolate, chandelier lighting,
and find events that target the and a dining area fit for a round table
audience you want to walk into of royal pets. “Bringing your family
your store. You need to find pet to Woof Gang Bakery is unique,”
economical solutions like local says Cara. “There is not any store or
and grassroots strategies.” franchise like it in this area.”
For example, the Allens relied And the efforts to surprise and delight
on local community events and customers don’t stop at the entryway.
charities, like Paws for a Cause “The key to our success is that we
and Dog Days of Summer, to are kind and respectful to our custom-
help launch and build their brand. ers,” says Cara. “When I open the door
Other marketing outlets recom- for them and welcome them in, I
mended by the Allens: want their experience to be excep-
Appear on city lists. Businesses tional so they want to come back
in West Palm Beach, Fla., rely on again and again.
customers to vote them onto the “We are kind and helpful, but most
city’s annual “A List” — an honor importantly, we listen,” she adds. “I
Woof Gang Bakery achieved.
dRool-indUCing
these treats look so delicious,
think that many new businesses miss
Become a sponsor. Nonprofit
they just might trigger your
the mark when it comes to hearing
organizations, such as the Humane own pavlov response. what their clients need.”
Society, are always looking for The Allens have made listening
financial support. You could also peruse your newspaper for a priority since day one. They ask all new customers to fill out
upcoming local events you could sponsor. Seek out opportu- customer information cards, which they do not discard. Instead,
nities that will draw your target audience. they use the information to send pet birthday cards and a
Donate your products or services. Depending on the size monthly newsletter — all with the goal of creating a lasting
of your community, you may have hundreds of opportunities relationship between Woof Gang Bakery and its customers.
to get your name out there. Donate door prizes, raffles items,
and baskets to any group that would be interested in your
Four-legged inspiration
specific brands. Schools and churches are always looking for
Many business owners may wonder how the Allens handle
items to add to auctions and fundraisers.
competition from the big box stores, such as PetSmart and Pet
Become an exhibitor. For a low cost you can set up a booth
Supermarket. After all, even giant players like Target are reacting
at many local, county, and state conventions or fairs.
to the economic potential in the pet industry, by expanding their
Franchise your business. If you are interested in creating a
pet selection and placing animals in their advertisements.
franchise opportunity, the International Franchise Association
But savvy, small-business owners can take advantage of
is a functional and credible organization to help you get the
today’s economic climate to position themselves uniquely
word out about your business.
in their niche markets.
“Transitioning from a massive Disney budget to the
Do unto your customers… Woof Gang budget was challenging,” says Cara. “But one
Creating a pleasurable experience for your customers is just as thing the big companies can’t compete with is how we
important as offering a quality product. And the Allens learned personally connect with our customers. This personal
firsthand how not to treat customers while visiting boutique touch is a foundation for the success of our franchise.”
stores during their personal vacations. As a result of these As she’s locking up the Jupiter store for the evening, Cara
experiences, which obviously left a lasting negative impression, provides one last insight into her and Paul’s success. She’s
Cara and Paul vowed to build a business that meets the needs rushing home to Ivory and Monty, who serve as Woof Gang
Bakery CDOs or chief dog officers. “Our dogs are a part of
woofgangbakery.com
our family,” she says. “Our passion for their quality of care
definitely contributes to the bakery’s business concept. They
For more information about the products
have been a big inspiration.”
In other words, in the dog-eat-dog world of small business,
and franchise opportunities available from
it’s vital to remember who your real customers are. You might
woof Gang Bakery, go online!
even want to keep a few of them on your payroll.
Ashlee Jones can be reached at ashleejones1113@aol.com
62 I July 08 I Growing Wealth I growingwealthmag.com
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