When Brad came to us, he was a little frustrated. His company The Barking Lot was the first in its area of the city to offer day care, grooming, boarding, training, and retail services all in one location; but since they'd opened, several competitors had sprung up. The Barking Lot had advertised in daily newspapers and pet publications but hadn't been overwhelmed by the response. Brad felt that now was the time to move up to TV advertising. "We felt television would be the best way to get our name out and reinforce our brand," explained the owner.
After telling Spot Runner he wanted to raise awareness of his brand and stand out from the competition, Brad gave us his target demographic — women over 30 — and the precise area he wanted to advertise in. We came back with an advertising campaign just right for The Barking Lot. "I thought it would set me back about $25,000…but it cost me nowhere near that."
Spot Runner created a plan featuring Animal Planet and Lifetime, channels favored by his demographic, and tailored it to run in the precise neighborhoods Brad wanted. The Barking Lot ran 144 ads on six networks over the course of several weeks.
One of the best parts? The ad looked fantastic. "I was able to create a professional ad that compares favorably with anything produced by a multinational corporation...it makes my business look much bigger than it really is."
The results speak for themselves. "We just opened a second location and are using Spot Runner to heavily promote the new store," the owner said happily.
BarkingLot.Content
The Barking Lot
Brad, Owner
Business
Full service pet care facility. In business more than three years, with 14 employees.
Campaign Goals
Build a brand and stand out from the competition.
Advertising Strategy
Run a high-quality ad that enhances the company's image and reputation.
Favorite Channels
Animal Planet, Lifetime