Your client doing
it up at dog shows
It's mostly women who attend and watch these contests
By Diego Vasquez
Jan 23, 2012
This time of year everything goes to the dogs. One of the most prestigious events in the world of dog breeding, the Westminster Kennel Club Dog Show, takes place in just a few weeks, and Animal Planet's annual Puppy Bowl will be held the first week of February.
For marketers, dog shows represent an opportunity to get in front of large crowds of mostly women who skew a bit older. They're a valuable audience because many of them make the purchasing and entertainment decisions in their households.
The crowds are also invariably pet lovers with pooches at home who are open to advertising that relates to pets and pet care.
To find out how to get your client at dog shows, read on.
This is one in a Media Life series on buying out-of-home venues. They appear weekly.
Fast Facts
What
Advertising and sponsorship at dog shows.
Who
Some dog show organizers handle event advertising and sponsorships themselves, while others enlist third-party agencies to handle sponsorship and marketing.
How it works
Most dog shows are split into two main areas: the rings used to show breeds of dogs for competition and an exhibitor area that's basically a trade show for dog lovers.
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Most shows pit dogs of the same breed against each other, with the winners advancing to the best-in-group competition. The winners of the groups (sporting, hound, terrier, etc.) then compete for the best in show title.
The most visible inventory for marketers is title or presenting sponsorship of the events, such as the National Dog Show presented by Purina. Top-level sponsors have a presence in all of the marketing leading up to the event, as well as a significant on-site presence.
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There are three major shows that air on cable and broadcast, giving sponsors additional exposure on TV: the National Dog Show (NBC), the Westminster Kennel Club Show (USA) and the AKC/Eukanuba National Championship (Animal Planet).
On the exhibitor side, brands can rent booth space and interact with dog lovers much as they would at a sports fanfest or trade show. Other exhibition advertising options include signage and banners hung from the venue ceiling.
Advertisers can also place print ads in the event guides or programs distributed to those in attendance.
Markets
Dog shows take place in all major markets.
Numbers
The National Dog Show is the most-watched dog show on TV, with the most recent event averaging 8.02 million viewers on NBC last Thanksgiving. By comparison, the Westminster Kennel Club Dog Show last year averaged 3.5 million viewers on USA.
Attendance varies based on the size and length of the show. The Westminster Kennel Club show brings in 35,000 to 40,000 attendees over two days at Madison Square Garden, while the Reliant Park World Series of Dog Shows in Houston brings in about 40,000 over five days.
How it is measured
Show attendance is tracked and TV ratings can be used for sponsorships at televised events.
What product categories work well
Recent or current dog advertisers include dog food, pet supplies, beverages, cleaning products, auto, local media, insurance and retail.
Demographics
U.S. dog show watchers are 61 percent female and 39 percent male, according to Experian Simmons.
Among dog owners ovverall, 21 percent are ages 18-29, 32 percent are 30-44, 36 percent are 46-65 and 11 percent are 65-plus, according to Scarborough Research.
Also, 58 percent of dog owners have an average annual household income of $50,000 or more, with 39 percent at $75,000 or more, 23 percent at $100,000 or more, and 3 percent at $250,000 or more.
Making the buy
Lead time is six months for title and presenting sponsors, one month for on-site signage. Booth spaces can be secured up until a few days before the event, depending on availability.
Cost begins at $200 for a basic presence at smaller shows, ranging all the way up to five or six figures for prominent sponsorships at high-profile shows.
Who’s already been at dog shows
Recent brands that have sponsored and advertised at dog shows include Purina, Mini, Toyota, PetCo, Pedigree, PetFinder, Pets.com and Coca-Cola.
What they’re saying
"The primary target is women 35-64, but we still have strong draw among almost every demographic. The dog show companies perceive the demographic as being an older female who's making all the purchase decisions. That tends to be their target. And the females also tend to make the entertainment decisions for the family." – Vicki Roy, principal and creative director at BQR Advertising and Public Relations, which handles sponsorship for the Reliant Park World Series of Dog Shows
Web site info
Westminster Kennel Club
http://www.westminsterkennelclub.org
National Dog Show
http://nds.nationaldogshow.com
American Kennel Club
http://www.akc.org
AKC/Eukanuba National Championship
http://www.akc.org/invitational/2011/index.cfm?text_event_number=2011277101
Reliant Park World Series of Dog Shows
http://reliantdogshows.com
Detroit Kennel Club
http://www.detroitkennelclub.com
Seattle Kennel Club
http://www.seattlekennelclub.org
Classic K-9 Show
http://www.classick9.com/pages/sponsorship.php
BQR Advertising and Public Relations
http://www.bqradvertising.com
Varsity Communications
http://www.varsitycommunications.com
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