"MARKETING FOR BREEDERS"
Start: May 5th, 2021
Online course
The course applies to solving your individual problems.
At the end of 12 weeks of interactive training, you:
will build a personal brand of your kennel and yourself as a breeder
will learn how to form an annual integrated strategy for promoting your kennel on the Internet, at the local and export markets, among professional breeders and among pet owners.
Format of the course
1
We`ll teach you the newest techniques
During the course in the format of online webinars you will attend lectures devoted to different thematic blocks twice a week. Each theme has been developed to reach the goals that participants had set up at the beginning of the course. During the webinars, you can join a lively discussion of questions that the group members may have. After watching the material in your personal online account, you can re-watch the video of the webinars and presentations. No matter in what time zone you listen to our course, this format allows everyone to participate.
2
We`ll give you practical knowledge
After each lecture participants receive practical homework assignments and template files for its finishing. These tasks help the breeder literary analyze the current situation of his kennel at the market, as well as create the path for further development and promotion. All your homework you have to do in private. The final assignment is an independent annual plan for the kennel`s promotion, based on previously completed course tasks.
3
Individual sessions
An integral part of the course is the opportunity for each participant to have individual sessions with the lecturer and discuss the details of completing homework assignments. Each participant has an opportunity to ask personal questions and get advice about tasks that need to be solved in order to effectively promote the kennel.
4
Interactive participation
At the beginning of the course all participants join a closed group to communicate, discuss webinars, exchange their experience and receive additional materials. During the course participants are accompanied by a lecturer, course facilitator and technical administrator.
About the course in figures
12 weeks of interactive lessons
25 webinars
50 hours of lectures
16 themes
15 homework assignments
4 personal consultations
Kennel as a brand
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.
Market analysis
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.
Market segmentation
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.
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2
3
4
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.
5
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.
6
Online Buyer's Journey
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.
7
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.
8
Content marketing
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?
9
Video Marketing
Details about the development of video for the kennel`s promotion: tone, genres and trends in working with video.
10
Facebook
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.
11
Instagram
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.
12
Pinterest
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.
13
Marketing strategy
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.
14
And it is not over yet….
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.
15
Modules of the course
Modules of the course
1. Kennel as a brand
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.
2. Market analysis
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.
3. Market segmentation
We`ll study the types of clients and create their Avatar in different segments (pros, owners of a pet class)
4. The specifics of the Pro segment
We form an understanding of marketing specifics of customer relations at the Pro level.
5. 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.
6. 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.
7. Online Buyer's Journey
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.
8. 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.
9. Content marketing
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?
10. Video Marketing
Details about the development of video for the kennel`s promotion: tone, genres and trends in working with video.
11. Facebook
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.
12. Instagram
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.
13. Pinterest
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.
14. Marketing strategy
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.
15. And it is not over yet….
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.
GEOGRAPHY OF COURSE PARTICIPANTS
- International team of participants: 15 countries
- More than 100 breeders successfully apply the knowledge gained in the course
We are proud that 97% of our trainees have successfully completed the course!
How to become a participant
Fill out and submit an application form
1
Get detailed information about the course program, its cost and payment options
2
Discuss your expectations for the course with the lecturer
3
Get access to your personal account and invoice for payment
4
To participate, fill out the form below
Frequently asked Questions
I don't have a work experience in trading or advertising. I don't understand the basis of marketing. Will this course suit me?
The course program is designed in such a way that you will learn to understand the logic of marketing for the kennel and the step-by-step mechanism of how your brand, as a breeder, and the brand of your kennel are built.

At the beginning of the course, we answer basic questions about marketing and describe strategy in general. During the process of consistent completing of practical homework assignments you will develop an understanding of the promotion mechanics. During consultations with the lecturer it will be possible for you to clarify the issues which are facing difficulties.
Does the exchange rate affect the sales of the kennel?
Perhaps this is the most frequently asked breeders` question. It all depends on what kind of goal you have set for yourself.

So, there are breeders who primarily seek to create a reserve for future litters. Others find it necessary to raise the price of puppies and kittens and in the same time be sure they won`t be left with unsold babies. The third category of breeders places an emphasis on formulating the position of their kennel correctly. That will allow them to choose the most appropriate owners in the future.

It is possible to implement the first, the second and the third. You need to start with working out the marketing of the kennel instead of an advertising campaign.
And if I have no problems with sales, in general, successful breeding shows and puppies are rarely born, will the course be useful to me?
Each kennel is unique and each one develops in its own direction. Some breeders are interested in developing a strategy which will help them enter foreign markets, while others` main aim is to become famous in their country.

Each breeder, first of all, wants to find reliable and loving owners for their puppies/kittens or choose a promising owner interested in dog shows.

The course solves the individual problems of each participant. During the learning process each breeder focuses and develops a step-by-step algorithm for promoting his kennel and learns how to emphasize its uniqueness.
If I have a website, will this unit be useful to me during the course?
Of course, the section about sites will be useful to you. Online marketing trends are changing rapidly and the new site format is significantly different from what we are used to seeing on the Internet.

About 30% of participants start the course claiming that they already have a ready-made website. In the process of going through the unit about sites, we will conduct an audit of your current site, and determine what exactly needs to be added and modified in order to fulfill website`s tasks.
    I am a beginner breeder; is this course for me?
    Young breeders will watch how to shorten the promotion time, set realistic goals for the next six months and how to effectively develop in the future.

    All breeders start the course with their own personal tasks, which they set for themselves at the beginning of the course. There is no single solution in the promotion of the kennel. Each breeder at the beginning of the course compares its effectiveness according to his goals and at the end of the course understands that every aim can be successfully achieved. The annual promotion program provides a lot of tools for this.
    Can you guarantee that in half a year after completing the course I will see a significant improvement?
    It all depends on your desire to implement a promotion program of your own kennel. This program is shown in detail on the course. Also your success depends on your involvement in the course. Result from completing the course depends on 50% of the course program, and 50% on the participant`s efforts.

    As the practice of previous courses showed, the participants noticed that the first positive changes in their work had already appeared during the first month of the course. We invite you to read the reviews about our course and evaluate whether the course will be interesting and useful to you.
    Is it possible to ask questions during the course?
    Yes, of course. You can ask questions during live broadcasts and after them, while you are doing practical homework. We will help you providing additional detailed explanations and additional information. Webinars are available to you in your personal account, so you can review them later.

    In addition, all course participants can chat in a closed group and constantly exchange experience, tips and details among themselves.
    How long each webinar lasts?
    Webinars broadcast online twice a week and last about two hours. We took into account the fact that course participants are in different time zones and it is not always possible to participate in webinars in person, therefore all videos of the webinars are available in your personal account. This will allow you to revise the most important parts in order to better understand the material.
    Do I have to do my homework for myself, or it will be checked and I will get feedback?
    Yes, you will receive feedback on the completed homework (the program includes calls with the lecturer and discussion of tasks or additional questions). The homework assignments of the course are of practical use and in the future you will be able to independently use them to implement the kennel promotion program.
    I haven`t much time, and I doubt I will be able to complete the course on time.
    Thanks to the convenient online course format you can watch webinars at the appropriate time and complete tasks at your own pace. That makes it possible to adjust the learning process to your individual schedule.
    Feedback from course participants
    "The course "Marketing for breeders" is a unique project, which is not at all about trading.

    This course is about relationships between owner and breeder, about understanding who you are and what is your goal as a breeder, about the correct presentation of your values, about being unique, having achievable goals and about a variety of other things!
    Ann Dymytrova Kaihila
    Kennel Maanhaar Primo-Creatus, Finland
    "Discovery of the year – course "Marketing for breeders".
    The course is very inspiring! It clarifies and structures the steps of the necessary kennel`s development, helps to determine the position at the market. It teaches you to understand how the buyer acts on his way to the product and how to use this knowledge. During lectures you can find your own voice and finally become unique."
    Tatiana Karpenko
    Kennel HakunaVota siberians, Ukraine
    Therefore, for me the special value and uniqueness of the course is that the author of the project and its lecturer is a marketer and a breeder in one person. Double experience rolled into one. The training takes place in a convenient online format. It includes practical tasks and very valuable individual consultations. A library of webinar recordings and useful links is freely available.A great bonus is new acquaintances, a group of like-minded people, a positive atmosphere and mutual support.
    Irina Bell
    Kennel Russian Toy in Israel, Israel
    The flow of useful information, secrets of promotion in social networks, homework and unlimited access to the course materials are very motivating for the further work of the kennel!
    Svetlana Bogoslavets
    Kennel MASKI SHOW, Russia
    The "Marketing for breeders" course is a very modern, comprehensive and systematic approach to the formation and promotion of any business. The lecturer is very inspiring and motivates for a high result. Highly recommended!
    Irina Miroshnik
    Kennel Irislav Labradors, Ukraine
    I love to study, but I often got disappointed - the balance between price and quality usually does not match. In this case, I can confidently say that "Marketing for breeders" has exceeded all my expectations! Victoria is a perfectionist and always does her best! She is a holder of real knowledge and a great motivator!
    Svetlana Molchanova
    Kennel A regola d'Arte Kennel, Kyrgyzstan
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