We will learn how to formulate the values of the kennel and its positioning. We will make a list of SMART goals for your kennel.
We will analyze your breed`s marketing and competitors. We will determine the place of your kennel at the market and find new possible platforms for development.
We`ll study the types of clients and create their Avatar in different segments (pros, owners of a pet class)
The specifics of the Pro segment
We form an understanding of marketing specifics of customer relations at the Pro level.
Value proposition template
We`ll discuss several options of using the value proposition template - about the breed, positioning of the kennel, and separately - for professional buyers.
Litter presentation for the Pro
The author's file format from the course developer is a litter presentation (not an advertising banner), which allows you to effectively present the advantages of your kennel and a certain litter.
We will study all channels of promoting the kennel (private and free) and contact points with the buyer at every stage. We will analyze the advantages and disadvantages of each channel and determine the benefits of their usage.
Kennel`s website development
Based on up-to-date information about the modern design, structure and content of the kennel's website we will be able to develop a new effective website for the kennel or make changes to existing ones.
Details about content marketing, content strategy development, content reuse. How content marketing contributes to the formation of "brand lawyers" and why it is necessary for a responsible breeder?
Details about the development of video for the kennel`s promotion: tone, genres and trends in working with video.
What you need to know is how to create a "snow globe" for the most effective promotion on Facebook. Details about Facebook: business page, content plan, paid and free promotion.
How to make the page of the kennel productive? You will learn the peculiarities of the audience in Instagram, content plan and promotion of the kennel`s page.
Find out how a kennel`s portfolio and website can generate a free stream of customers from Pinterest. You will realize which photos are sold and which are not and how to organize personal promotion of the kennel in this network.
What are the main tasks? What is the budget for advertising? What are the terms for the implementation of each item from the promotion strategy? Studying this topic you will get answers to these questions. This section is one of the key components of modern kennel marketing.
We will also talk about dog shows, analysis of blood lines, the sale of puppies/ kittens and junior teenagers, the difficulties of a breeder's work and his life values and even more topics that are necessary to breeders.