Your Facebook posts will “POP!” with the right elements
One of my clients, Godfrey’s — Welcome to Dogdom, a pet lifestyle store in Mohnton, PA, came to me with a concept of a fall marketing promotion to include a Facebook post.
My client shared her idea for the FB page that featured an autumnal photograph of products on display (below) and this message: “It’s the fall season and leaves are floating by! That means some of us are out walking our dogs when it’s dark outside. Stop by to see new products we have to help your dog be seen in the dark to make play and walk time safer!”
I loved the fall-themed marketing concept, since every retailer should make the most of their unique seasonal opportunities. For pet owners the fall brings special challenges as the days get shorter. But as for the post, I felt it was good, but not great — it didn’t pop!
This is where I think it missed the mark: It led with the change of season, not specifically what that means for the dog owner, which is danger for you and your pet. The picture emphasized the season, but nothing in the picture said “Come to the store and get products to make your dog safer this fall.”
Here is my do-over to make the Facebook posting pop!
“Lighted & Reflective Dog Gear: Essential Now for Safety! It’s fall. That means the days are shorter, getting light later and dark sooner. It’s essential that your pet be equipped with the latest lighted and reflective safety gear. Godfrey’s has everything you need to assure your dog is seen at play and on a walk. Stop by to see the most up-to-date safety gear for your dog. Bring your pet along and get a free doggy treat. At Godfrey’s Welcome to Dogdom, dog is family!”
The makeover brings the specific need — dog safety — to the fore. It presents Godfrey’s not only as the solution for the need, but it also calls people’s attention to a critical seasonal problem that they may well have overlooked or ignored.
It provides a meaningful call to action: Stop by to get your dog the most up-to-date, cutting-edge safety gear and if you bring your pooch along, it gets a treat.
The original text didn’t once mention the store’s name — big fail, since you need to imprint your store on the customer’s conscious and nothing does that better than repeating the name.
And this post, like every other FB posting, should end with a branding message, in this case the “dog is family” tagline which is what the store is all about.
Finally, to illustrate the posting, rather than the generic window display, we need to put the shop owners, and the four-legged member of their family, as the face of the store (above). They are the heart-and-soul of Godfrey’s, so they and/or their living four-legged models should illustrate every posting.
This shot of the bonfire shows the products in action. While it may not be the most professionally sophisticated photo, it is warm, friendly and pet-centric, all essential qualities of the shop and Pat and Barb Emmett, its owners.
Original
“It’s the fall season and leaves are floating by! That means some of us are out walking our dogs when it’s dark outside. Stop by to see new products we have to help your dog be seen in the dark to make play and walk time safer!”
Revised
Lighted & Reflective Dog Gear: Essential Now for Safety! It’s fall. That means the days are shorter, getting light later and dark sooner. It’s essential that your pet be equipped with the latest lighted and reflective safety gear. Godfrey’s has everything you need to assure your dog is seen at play and on a walk. Stop by to see the most up-to-date safety gear for your dog. Bring your pet along and get a free doggy treat. At Godfrey’s Welcome to Dogdom, dog is family!
Pamela N. Danziger is an expert specializing in consumer insights for marketers targeting the affluent consumer segment. She is president of Unity Marketing (unitymarketingonline.com).
This article originally appeared in the March-April 2017 edition of PETS+.