Lane Nemeth (Petlane) and Andrew Shure (Shure Pet Products) barked up the right tree when they aligned their respective company sales strategies with those of direct sale merchants such as Discovery Toys, Mary Kay Cosmetics and Tupperware. Pupperware Parties and Pet PAWties are the brain children of two of the biggest direct sellers of dog products in the world. Their additions to the party sale market contribute to the $35 billion-a-year pet industry by bringing pet products sales into the comfort of the consumer’s living room. Dogs “woof it up” as they “wolf down” gourmet dog biscuits while their owners drool over the latest in doggy apparel, collars, dog bowls and more.
Shure Pets is a Chicago-based direct-sales company that sells merchandise for dogs, cats, ferrets, rabbits, birds and horses. Its consultants peddle the goods through the Internet, catalogs sales, and the ever so popular home Pupperware parties. The company expects to make more than $1 million in revenues this year. Lane Nemeth, who also started the Discovery Toys direct sales company in 1978, founded Petlane in 2003. Petlane has over 500 advisers across the country who sell holistic food, toys, books, grooming, health and safety products for dogs, cats and birds at what the company calls Pet PAWties. So, what’s next in direct sales market for man’s best friend? Pampered Pooch? Discovery Dog Toys? Merry Canine Cosmetics?
Direct sales can be a lucrative venture for direct sales agents with rewards that include more than just money. For example, Mary Kay Inc., one of the largest direct sellers of skin care and color cosmetics in the world, awards an outstanding sales agent with a Mary Kay Career Car. The Career Car Program includes the Pontiac Grand Am, Pontiac Grand Prix, and the exclusive pink Cadillac, the most coveted incentive awarded by the company and one of the most recognized brand symbols in the world. We predict that the Career Car of choice for an outstanding “Merry Canine Cosmetics” agent would be the Dodge Caliber, a car getting some fame from a "Moon Dog" commercial with the tag line “It’s anything but cute.**
*The "Moon Dog" commercial opens with a man in a Dodge Caliber driving in a city. The Caliber passes a car with a cute dog looking out the side window and that dog whines as the Caliber passes by. The Caliber passes a second car with another cute dog staring out the window. That dog also whimpers as the Caliber passes on. The scene pans back to inside of the Caliber. Then the driver of the Caliber peers over his shoulder and sees his dog looking at him. The driver groans, "You are one sick puppy." Finally commercial cuts to the exterior of the Caliber and shows why the puppy is “sick”; he is "mooning" the other dogs. The Caliber drives on with the dog still hanging his hind end and tail out the window, and the announcer states "Introducing the all-new Dodge Caliber. It's anything but cute."
0 comments:
Post a Comment