The very limited budget forced us to develop a truly clever promotion. An attention-getting guerilla marketing approach that dog-owners would talk about, in the park or on the net. We chose the week leading up to pets’ day as the promotional period because that is a time that dog owners want to do something extra for their four-legged friend. To get the attention of owners, we couldn’t ignore the dogs because, if the dog likes it, the owner will certainly follow.

Result: In the week following the start of the promotion, the average number of visitors per day was 93 with a peak of 134 visitors on the first day of the promotion.Since then, the average number of visitors has been 40 per day.