Some of these offline, traditional marketing methods are simple, obvious and you will have heard of, thought of, or even done them.

Some are less obvious.

Some are quite clever.

Maven Partnerships

 Vet's Waiting Room

This is a near-perfect tie-in for Dog Walkers; you know they've got a pet (hopefully a dog) and you know they use professional services for their pet's best life.

In a Vet's waiting room you may have a potential audience sitting waiting, bored and receptive to any stimuli - and more like to cast their eyes over your brochure or wall-poster.

Simply speak with the receptionist person and build up a relationship with them. Ask if you can leave a small pile of your brochures in the waiting room.  A smile and a drop of charm will go a long way ;)

If they don't have a decent way to hold and dispense your leaflets, get some leaflet dispensers like these for the vets to put on display. 

Often Vets have local pet-related services on notice boards in their waiting room.  Ask if you can pin a few brochures to any notice board they have.

If they don't have a notice board, ask if you can put up your brochures - remember to 'sell' the idea to them as a service for their customers - you are helping dog owners. 

If they don't have such a notice board, and wont put up (only) your brochures, offer to create a "Local Pet Services" noticeboard for them, for free.  Buy a cork notice board from Amazon  like this and create a nice header "Local Pet Services" - and just make your Dog Walker brochure nice and prominent ;)

Remember to include your QR code. 

 Dog Groomers

Another near-perfect tie-in for Dog Walkers;

Yes, you could do exactly the same as with the vets - leaflet dispenser and/or Pet Services noticeboard.

How could you make it in their interest to promote you more?

Once you have worked out your business numbers, you will know how much you can afford to pay the Dog Groomer per lead or per sale that they generate for you.

Make it worth their while - as much as you can - and they will push it, and promote you. 

Maybe they can put your leaflet into the clients hand, with the receipt from the doggy hair-cut.  And on that leaflet - or even the receipt, it says "We recommend this Dog Walker.  Get X % off when you mention us". 

Remember the Incentivise Referral process mentioned in the Maven Partnerships section. 

And remember to include your QR code.  

 Dog Kennels

Another near-perfect tie-in for Dog Walkers;

Most kennel occupants are dogs (fewer cats).

Kennels are not cheap.  So you know these clients adore their dogs and are prepared to pay well to look after them 

This set-up will be all about the relationship with the kennel owner!

You will need to wow and impress the kennel owner, that you are the best dog walker that they should be recommending to their clients. 

Do everything you can to work on that relationship, and selling yourself.  It may take time. 

They will likely want the commission payment outlined in the Incentivise Referral process mentioned in the Maven Partnerships section. 

Plus...

• Leaflets
• Pet Services notice board
•  QR code - Make one for this kennel specifically

And once you have them set up, keep working on the relationship. This will pay dividends. 

 Dog Daycare

Another near-perfect tie-in for Dog Walkers;

If they don't also offer dog walking services.

The same busy person that needs dog daycare will need dog walking help.

Arrange a revenue-share for ongoing rewards to make it really worth each others while. 

As with kennels and Dog Groomers - build the relationship, discount coupons and...

• Leaflets
• Pet Services notice board
•  QR code - Make one for this daycare centre specifically

 Pet Stores

Another near-perfect tie-in for Dog Walkers;

Copy the exact process as for Dog Groomers...

1. Leaflet Dispenser
2. Pet Services noticeboard
3. Incentives for both customer and pet store owner. 

 Country Stores

Another near-perfect tie-in for Dog Walkers;

Copy the exact process as for Dog Groomers...

1. Leaflet Dispenser
2. Pet Services noticeboard
3. Incentives for both customer and pet store owner. 

And make sure they are handing out the discount coupon with every customer payment. 

Local Dog Parks

Does your local dog park have a notice board or anywhere where there is any notices of any kind?

Can you pin or attach in someway, your brochure.  I would suggest that you need to make something bespoke for this purpose.  Either a laminated (and hence waterproof) advert, or a printed attractive flyer, with pull-off tabs at the bottom, with your name, service and phone number, so potential clients can tear off a tab and take it home with them.   If possible, put the flyer inside an upside down clear plastic envelope (this is the UK, after all  - it wont stay dry!).

Remember to include your QR code.  

If there is no noticeboard around, think a little bit 'Guerrilla Marketing', be a little cheeky and think where could you put up your mini-advert or brochure? Staple it to a fence?

Maybe just a sticker with "Your Dog - But Better Health?" and your QR code, which points to a very specific web page.  See QR section for other ideas. 

Think creatively ;)

Coffee Shops

Another location that is viable because people might be bored and looking around for something interesting.

It is not as perfect a market-match as the obvious pet-related options above, but 30% of the audience will own a dog, and will be looking around for stimulus.

As before, can you have a brochure dispenser there?  A poster on the wall? 

A QR code that goes to your site?

If the coffee shop is not a coffee-chain company, they might be open to the incentive discount system outline in the Maven section.

And if they are a chain shop, the staff might be open to having your leaflet dispenser somewhere. 

Horse Riding

[This is a tenuous link, and not a big suggestions! It is only here to help think through wider, possible Maven partnerships]

I don't have the exact statistics, but I would take an educated guess that a higher-than-average proportion of horse-riders have dogs, more than the general population, due to being out-doorsy people.  And if someone is prepared to pay to learn horse riding, they are possibly more accepting of paying for Dog Walking.

As with the vets, pet stores etc, ask if you can leave a small pile of flyers or discount coupons.

 Schools Relationship

[Another tenuous link - not the best, but a thought exercise]

Could your local school help you grow?

You might aim to develop your relationship with all local schools. They will most likely get parents who need a Dog Walkers while they are out at work for example.  This is not a logical connection with the school and parents wont be asking the school.

But maybe you can put your leaflet in the school foyer?  Do they have a community services noticeboard?

So simply get in touch with the local schools, visit them and hand-deliver a pile of brochures or flyers for students to take home to give to their parents.  If you don't ask, you don't get. 

Ask if you can leave a pile of brochures or flyers in the school hall, office or reception. You might stand outside the school gate to hand out your brochure/flyer.  This would work even better if you brought your (well behaved) dog with you. 

Also, many schools have a digital newsletter that they email to parents.  Ask if your details can be included in this for a small sponsorship payment to the school.

Ask for the school's email address and develop a strong relationship with the school administration team people.

There will most likely be one key person who runs the administration in the school office. This is the person you need to get to know. 

The stronger and friendlier your relationship is with this key administration person, the better your chance of getting business from this school.

Repeat this process with as many local schools as you can.

If you have children at a school, start there.  Once you have that school 'under your belt', then you can use them as a reference when you speak with any other school you approach.  You can approach any new school with "I help out school X with parents' Dog Walking, and I thought I might be able to help you too".

 Dentist's or Doctor's Waiting Room

Again, this is not an obvious tie-in for Dog Walkers, however...

Like in a Vet's waiting room, in a dentist or doctors waiting room, equally, you may have a 1-in-3 chance of the person being a dog-owners, and sitting waiting, bored and receptive to any stimuli. Potential clients will pass through. If it is a private clinic, it might be possible that patients would be prepared to pay for Dog Walking services.

Read the "Vet's Waiting Room" section above for all ideas. 

There are better places to focus your marketing efforts than this - this is just an example of a non-obvious place that might work - mostly because visitors will be waiting and bored, and more likely to cast their eyes over your brochure or wall-poster.

Local Shop Ad

Many local grocers, supermarket, butchers etc will have a small adverts board. Simply ask if they have one and put your brochure or flyer on it.

QR Codes

... and have nothing else on this page.  Don't link to the rest of your website (if they click it, they will then close the browser - and then they're gone).   Always have only one call to action - enter your details (plus the option to call now). 

And then you follow up by email (and phone if possible) using your automated email system (see the Online Marketing, Email section here). 

Tracking

An added bonus for having a QR landing page like this..

Put your website tracking analytics code behind this landing page (see the Google Analytics section) and you can count how many people scanned your QR code, so you can track the effectiveness of this QR code, compared to your other QR codes. 

Different QR Codes

You might have different QR codes that each go to slightly different landing pages.  For instance, with a QR code on the back of your van, you can safely assume they are out and about, and can use the landing page above, exactly as-is.

If it is on your brochure, they might be wanting more information, and might want to get to your website - but definitely the main part of the landing page should be all about email-capture and follow-up marketing.  From a brochure QR code, the message might be more like this...

Guerrilla Marketing

 Competitions

You can run offline competitions with giveaway prizes in your local area.

You will get much more benefit from running your competitions online because of the viral nature of social media. So make sure that anyone who enters into your competition via an offline channel is then manually transferred into your online competition system. Make sure they give permission for this as part of the competition paper form that they fill in.

Then their email will go into your list so you can email them, and they can get emailed and told to Facebook share the competition etc.

A better option - For an offline competition, you might want to simply have an offline advert or poster for your competition, with a QR code to your online competition, because everyone has their phone with them, and it is easier for them to do it all online on their phone - and better for you to capture their details online rather than offline (and manually transfer details).

See the online section for online competitions here - the same logic applies; its just offline.

 Cross-Promotion

Cross-promotion is where two or more businesses promote each other's business to their own customers. The opportunities are endless. Many of the methods outlined below could turn into a cross-promotion opportunity. If you can't get Plan A to work, then Plan B might be a cross-promotion.

For example, if a country-store won’t agree to hand out your brochure to interested clients, maybe you could agree to promote each other.

Or a good cross-promotion might be with a Dog Groomer, where you equally promote them to your customers, and you get paid per sale.  And they promote you to their customers, as outlined above in the Dog Groomer section. 

For the benefit of all businesses involved in a cross-promotion, it is important to know that a certain customer came from that specific promotion partner, so you know it is worthwhile promoting their business in return, so it is a fair exchange. Equally, it is important to incentivise the potential customer to come across to your business.

You can solve both requirements by offering a discount coupon. You give a pile of discount coupons to your cross-promotion partner and they give you theirs. You each then hand them out where relevant. With a discount coupon in the customer's hand, they are more likely to take up your suggestion.

For about £10 you could get a few hundred business cards printed with this discount on, and give those to your cross-promotion partner for them to hand out.

Who could you partner with?

All Of The Maven Partnerships Above

Any of the partnerships listed above, that have dog-owners for customers would be ideal for this.  And any other business that has dog-owners for customers. 

Also, another consideration that may work, depending on where you are and your local 'competition'...

Other Dog Walkers

One of the most effective and least thought-of cross-promotion partners is other Dog Walkers! (It wont happen if they have multiple staff / employees, because they will simply grow their business.)

If you cant help a client, whether because you are full or don't have the specific skillset for that dog, refer them to your chosen local partner Dog Walker.

That other Dog Walker in turn can recommend you if any such situation arises. 

Talk with them about cross-promoting each other.

The best way to do cross-promotions in this way is if you each have slightly different skills.  For instance, one of you is best with small dogs and the other is best with big dogs.  So when you get a potential client with a dog that you are not best suited to handle, you can recommend that client go to the other Dog Walker to best suit their needs. 

Website Promotion Groups

You could have a group of other Dog Walkers who all recommend each other.   Ideally again, you sub-specialise for example one who is best for unruly dogs, dogs who need to be off lead, tiny dogs etc.

You can have a page on your website for "Other Dog Walkers".  Don't do this until you are close to at-capacity. 

Dog Daycare

Another ideal option for cross-promotion is with a dog daycare centre.  Assuming they do not also offer dog walking, it is a perfect tie-in to cross-promote each other, as outlined above. 

Car Signage

Be aware - this is a relatively high cost marketing method that is very difficult to truly calculate the return on investment.  The discount coupon approach of "5% if you mention this car" will help with that.

If you're driving around town, why not use your car as a moving advert for your Dog Walker business?

Simply get down to your local signage business and ask them about livery (stickering or "wrapping") on your car.   You may find it is less expensive to look online for the signage.  There are some DIY, mail order signage outlets such as this one here.  Some outlets such as VistaPrint offer custom-made magnetic car signs here.

The signage can be as subtle or as obvious as you choose.

With more and more dog owners in your local area, you need to stand out locally. 

Make sure you have 4 key things on the advert...

1. Your business name
2. What you offer
3. Your phone number
4. Your website and QR code

(You would be amazed how many terrible car signage I have seen, that has a business name and telephone - but I have no idea what service they offer??)

Note that often with fast moving adverts people may not have time to write the full phone number down as you drive past. But they are more likely to remember or verbalise the website address and write that down. So make sure you have your website listed, and make sure your website address is easy to remember.

Putting a QR code on the back of your car is a good idea, so readers can more easily get to your website - or the specific landing page for your car advert.

And in the advert, say "Please photo this car now!" so they can view it later. 

Branded Clothing

It wont be huge for bringing in new clients (it might get a handful) but it does help conversion to sale, because it makes you and your business look more professional and raises your overall brand.

They will cost around £15-£30 each.  You can get an idea of the options here or here. 

Farmers Market

Does your local town have a Farmers' Market?

Could you have a stall there?

Or go Guerrilla Marketing, and don't have a stand - simply stroll around handing your brochure to someone who you suspect might be a dog-owner.  A tricky judgement, but it might be worth a try. 

Either way, wear your professional-looking branded clothing, and bring one of your most well behaved dogs with you - the dog owner might be happy to show off their dog, and to have them taken care of for a while.  And make sure the dog is wearing one of your nice bright branded bandanas, to help promote you. 

Just Google search for your town's Farmers Market to see who is in control of it (it might be private or it might be with the local Council) and find out how much they charge for a stall. 

And don't just hand out brochures. Collect their name, email and phone number. Have an iPad or similar large tablet, that they can type their own name, number and email into, so there is no typo errors.  So you can actively follow up with them after, to build the relationship and encourage them to become a customer.

 Dog Fairs - or Country Fairs

Is there already a dog fair event that happens locally?  You can attend and talk to potential clients, handing out brochures - or you might pay for a stand at the event to promote your services.

If there is no local dog fair event, could you create your own?  It could be as small or large as you feel you want to make it.

If you create it as a community event, you are likely to be able to get the local radio and newspaper onboard with helping to promote it.  Your own "DogFest" ! 

First, secure the site, the land that the event will be at.  A local park or private grassland field, or partner with a local school to use their playing ground.

You can then charge dog-related businesses to have a stand - Local dog chew, dog toys, country stores.  Think creatively about which other local dog-related businesses might want a presence there.  Groomers, country stores, dog-daycare, vets, etc.   Plus a few necessary stands, like a food and drinks trailer.  And a dog agility course competition. 

It might become a large country fair, or a smaller event. 

And all the while, branding your own Dog Walking services alongside it all. 

 Networking

There are many local business networking groups you can join or attend. They may or may not be profitable for you. Some charge too much for it to be viable. But it is worth checking with your local Chamber Of Commerce to see what the options are.

Most network groups have a free first session.  So it is worth taking up these options for free taster sessions to see who you can meet. 

Be constantly thinking of networking wherever you go. How could you help them? Who might they know who could help you?

Often the best approach to networking events is to mentally have your own contacts list ready, and in your conversations, to dig into what they need and how you can help.  By helping others, they will be more ready to help you.  And to pass on contacts to you who could help you. 

Local Newspaper

The local newspaper may be a source of attention for your local business. How could you get attention there?

Paid advertising is the obvious answer. It is worth testing for a few key weeks.

Is it worth getting in the Classified Ads section?

Apply all the strategies that you will find throughout this BGF...

• Tell a story, with intrigue
• Call out your reader "ATTENTION DOG OWNERS"
• Track your attention with a coupon
• Offer a Readers-Only special offer deal

Equally, how could you get your story in the local paper? (ie not paid for)

Could you submit a Press Release to them about your "New Local Business"? How could you get a story about you and your business in the local press?

Make sure that any success stories you have of your clients get passed on to the local paper. Consider the 'Local Event Photo' option below.

Similarly, if you are involved in any events, make sure you contact the local paper to tell them. They won’t always print these stories, but you only need a few to get the word out.

Ask them if they do "Reader's Special Offers", where you offer a special offer discount coupon in the paper.

A coupon will better enable you to track which advert a new customer came to you from. This means you know what is working! It will also encourage readers to take action and sign up, which means better conversion for you.

Any local event that you create or attend, and do good work for and in the local community is a photo opportunity.  

For Facebook, for your local Newspaper, for your website...

Any event that you do like this, make sure you've got your camera ready for a group photo.  Or have someone in your team, or a friend, responsible for taking group photos and lots of other active photos of the event. 

Could you get the group to all to wear your business T-shirts you have had made?

Then you arrange a photoshoot, sending the photo into the local paper. Most local papers love a story about a group of local people doing something in the local community.

And make sure use all the photos and stories on social media and your website as well. 

So you get your T-shirts and your business front and centre in the local newspaper again.

Think of any local event that is a logical tie-in for your Dog Walker business and your specialist area.

IDEA:  One lovely idea might be to take maybe 2 of your clients' best behaved dogs and visit either your local hospital, or local old peoples retirement home.  It would put a smile on their faces, to give the dogs a cuddle and have a pet for a few moments.

You and anyone you bring, is wearing their professional T-shirts, and you take a photo for the local paper. 

Have you considered getting onto your local radio?

Paid Ads

Some local radios are set up as private companies, some are community enterprises, which effects how you can get onto them.

It is worth at least finding out how much it costs to advertise.  Or what their rules are for getting onto their airwaves and into your local audience's ears. 

Also, radios often have occasional times when their advert price is reduced, so by contacting them now to get their price, you can get onto the last-minute-deals contact list, so the radio can contact you if and when there are any price reductions or availabilities.

Local Events

Also - tie-in your local radio with any local community events you do.   If you're doing any free community classes for dog owners, like dog first-aid or dog socialising, let the local radio know. 

Tell them as much as you can and emphasise that it is a free community class, for any local dog owners.  They can often bring a lot of new potential customers to you in this way, and usually, such community notices are free of charge. 

Local Expert

Could you get on the radio as an interviewed local expert?  I've previously been on the BBC, when I used to own an insurance business - and naturally it was good publicity. 

Each local radio will differ in their process for how they find people to comment on local news, and events.  It is a good idea to contact the radio and ask them.  Offer yourself as a local expert on dog walking and dog related issues.

Then when they do a piece about dogs, like "local rules on whether dogs have to be on a lead", or people not cleaning up after their dog, or the effect on horses and wildlife, you can be interviewed and get your business name mentioned, as well as your personal name attached to being a dog expert. 

Special Offers

You will get more attention if you are doing a short- term special offer. People will understand that it is time sensitive, and hence scarce, so will move faster to take you up on your offer.

You have 2 main options

1. Add extra value
2. Discount the price

Adding Extra Value

What could you add to people who sign up with you in the next week only?

• Maybe they get a free (branded) dog-bag dispenser and bandana.
• Maybe they get access to discounted weekly group walks or extra class for socialising dogs.

Discount The Price

For a short-term, limited period you could offer some form of price discount, such as...

1st Walk Free

Giving a first walk free is great because it makes the decision to attend much easier. It reduces the risk of the decision. Then you need to 'wow' them with that walk so they choose to come again.

It depends on what you want to encourage your customers to do. If you want to encourage prepaid block booking, then your discount offer might be "Buy 3 get 1 FREE". Change those ratios of paid-to-free, as you wish.  

You might give this free walk if they sign up to your weekly-walk subscription service, which charges them automatically (see the Admin & Payment section).

Note - always use the word "free" if at all possible.   Although this is the same thing as 33% off over 3 walks, studies show it is usually better for sales to use the "free" word. Everyone loves free!

Also consider using the expression "for £0"which has been shown to be even more effective than "Free", because it implies there is normally a cost. 

Contract - Refund Rules

People buy more when the risk of downside of that purchase is reduced. 

Why not offer a "No risk money back guarantee".   At least for the first X number of walks.

Sure, you might be worried about people ripping you off, but understand this general rule of marketing and guarantees...

With a solid and generous guarantee, sales will go up by more than you lose on any refunds.

In fact, the refunds will probably be a lot smaller than you think.

Make sure you SHOUT about your guarantee.

"100% Money-Back Guarantee".

So they have nothing to lose by trying your service. 

And the purpose of any such guarantee is to make it easier to decide to start to use your services. Once they have started with you they will either continue or not. This is about reducing their feeling of risk when making the decision to *start* with your Dog Walking services.

So offer a no-quibbles money back guarantee on the first 3 walks they have with you (or whatever number you can). Of those who don't continue, most will not worry about the guarantee to claim a refund.

Business Cards

Having a business card should be default. If you don't have them it looks unprofessional. Simply get them designed and printed.  It is too easy not to. 

You may know a local person who can do this for you. Ask around amongst your friends and family, on Facebook etc.

Many online places like VistaPrint or 123Print can get the design and print done cheaply. You can also more easily design your own card, by uploading your own logo and design.

It is simple - quick, easy and cheap.

Then hand them out to any potential clients, so they have a means to remember you and contact you later.

Remember to include the ideas outlined here, about discounts, guarantees, and QR codes.

You may want to consider if it is worth the extra cost to get them cut in a more memorable shape, like a bone or a paw-print. 

If you do, you might also want cheaper-cost standard rectangular business cards as well, that you hand out more freely, and then give the more expensively funky-shaped ones to people you figure might be more likely to join you.  To balance your costs. 

Brochure / Flyers / Leaflets / Door Hangers

Having a brochure or flyer to hand out is a bit like an extended business card. Business cards have the benefit of being able to fit in wallets and purses. Flyers and brochures have the benefit of being able to stand out a bit more, and to convey more information.

So you can include more about why your service is so great.

You might have different printed material for different needs.

Face-to-face, once you've qualified their need (they own a dog, they have shown interest) hand out the best you've got.

If you're just starting, a paper-printed leaflet door-drop, in black and white, on A6 might be enough until it is worth investing more.  Then upgrade to better, more expensive and more eye-catching leaflets. 

Door hangers need to be on better quality card (see below).

Remember to differentiate yourself - both in the look of the brochure (style, shape, colour) as well as its content - what you offer. What makes you unique in a positive way? Why should they choose you over any other Dog Walker?

How big should your flyer or brochure be? It is entirely up to you. What will allow you to stand out, while not spending a small fortune on printing?

An A5 or A6 card is the simplest, easiest option. Or an A4 card folded triple-fold side-ways into 3 sections.

Standout options might be to have non-straight edges. For example, your flyer might have the bottom edge cut out in the shape of a dogs paw or collar. This would stand out more. It would also have the added benefit of being tactile.  Calculate (take an educated guess) if the extra cost of such a cut is worth the eye-grabbing-attention-getting-ness of it. 

You might also do the same for your business cards - have them made and cut into the shape of a paw, with all your details on. They can then take that home and it is less likely to be ignored because it is so different. 

What would most people do when they pick up that flyer?   Certainly look at it for a while. The kids might play with it.  Which means it sticks around, rather than the usual door-drop leaflet - which often travels quickly to the bin!

Think how you could be different, in a positive, effective way.

Another idea - door-hanger leaflets.  Either as a cut-out hook that goes over the door (think of the "Do not disturb" door hanger sings in hotels), with the main leaflet below, or maybe the whole paw slips over the door (with a slit in the card to enable that).

Or you could attach a small elastic band to your leaflet, through a hole-punched hole in the card, so you can attach the elastic band to the outside of the house door when leaflet dropping.  That will get noticed more.

It is ALL about getting noticed more!

NOTE: For all the Maven Partnership options at the top of the page (Vet waiting rooms, coffee shops etc) you will want to consider the 'point of sale' material ie the leaflet holders.  There are lots of cheap options like these that you could leave with them to help them give out your leaflets and brochures etc.  Make it easy for your partners to give out your brochure. 

Client Testimonials

"Social proof" is how people make a judgement of whether a service or product is worth getting, based on seeing what other people think of the product or service;  do other people like it?

If enough other people say they think the product or service is good, we follow their lead.  And are more likely to buy.

So you want other people saying how much they like your Dog Walking services.

Ask your existing clients to give you a testimonial saying how they would recommend your services.

How To Get Testimonials

• Timing - when they are most happy with you (just after a walk?).  Don't wait. 
• Make it simple - don't ask for lots.  Keep it simple to secure the testimonial.  Follow up to ask for extra details like a photo. 
• Multiple channels - emails, text messages, WhatsApp, Social media, telephone, video (either a Facetime live chat, like an interview, that is recorded, or they record a video themselves and send it to you), telephone call.   Asking on Facebook is great because it is instantly visible to others. 
• Ask more than once
• Incentivise - Best testimonial gets 1 month free dog walks.  Or a competition to win X

Great Testimonials

There is a big difference between a same-same boring testimonial, and a punchy top-level testimonial.  The difference is the questions you ask.

Feedback is helpful - but that is not what you are asking for here.  You want a glowing, positive referral, to tell others why they should use your service and why you are amazing. 

• Ask them to make sure they use your business name at least once, and to use your personal name as well if relevant for you. 
• Ask them to tell their story of how they found out about you.  
• What problem were you facing, when you were looking for a Dog Walker?
• How did you help them?
• "What difference has our Dog Walking service made to your weekly life?"
• "How happy is their dog now?"
• "What are the 3 best things about your experience of my Dog Walking service?"
• (note how this questions asks only for positive answers)
• "What would you advise your friends to do with their dog?"

And make sure it sounds as natural as possible.  You do not want it to sound like they've prepared it or are reading it from a script. 

Case Study

Another effective twist on a testimonial is to write it as a case study, with 3-act structure; 

1. Set up
2. Conflict / Problem
3. Resolution / Solution

And build it as an engaging story, like it was a Hollywood film. 

---

You will want to re-purpose the testimonial they give.

Can you video film record it and use it online?  Take the text from their words and use the words in offline marketing.  And use the audio elsewhere. 

Use a QR code on your brochure to the video of them.

Added Bonus Of Testimonials - Public Commitment

The act of a client giving you a testimonial makes them more committed to you, and more likely to stay as a client. Not only have they stated their commitment to you, but they have done so publicly - or knowing that it will be seen publicly.  Which enhances the power of this commitment. 

So the act of getting a testimonial is itself a Retention strategy!

Client Referrals

Ask your existing clients "Who do you know that owns a dog, that you think might be helped with my Dog Walking service?"

Do not ask "Do you know anyone who might need my services" because that is too easy to answer "no". 

Ask "Who do you know that..." because it pre-supposes that they do know some such people.  And most people will be happy to tell you.

Especially if...

You reward them for it (you may well not need to reward them)

Could you give a free walk to them if their friend signs up as a customer?  Remember your Customer Lifetime Value - how much a customer spends in total with you over time.  A new customer is probably worth this extra 'cost' of giving a free walk. 

There are 2 ways you can to the referral;

1. Ask the existing client to contact their friend, or
2. Ask the existing client for the contact details (email, phone number) of their friend.

The ideal is BOTH;  if the existing client contacts their friend, rather than you, because the friend does not yet know you.  You would look like some random, unknown business.  Friend-to-friend carries a lot more weight. 

And when your client says they have spoken to their friend, then you get in touch with the friend. 

But you can massively help that dialogue along, by giving your existing client(s) the material for them to talk about.  Give existing clients a special brochure that is specifically for this purpose.  You can use the discount coupon method of "Get 1 free walk when you mention to me who gave you this brochure".  Then you know which existing client to reward with their other free walk. 

Qualifications

What qualifications do you have, that are relevant and appealing to a dog owner?

• Dog first aid?
  
  
• Dog training?
   
• Dog handling?
    
• Insured for public liability
   
• DBS Checked?

Shout about all your qualifications on your marketing material - both offline and online. 

It adds authority and respect to how potential customers see you and your service. 

Branded Doggy Bag Dispensers

A dispenser of dog poo-bags is useful, so will be used and seen.

And reciprocity brings returns - when someone receives a gift to them that is helpful, they feel the need to reciprocate - to give something back - like their business, their custom.

So they are more inclined to buy. 

This is why free gifts work. 

Where can you get these made and branded?  Here are a few options, which you might like to contact each of them to get the best quote, with your logo design and colour etc.

Printed4You

Everything Branded

UK Printing

Promotional Gifts

All In One Merchandise

Big Bear Promo

Give careful thought as to who you give these out to, because they come with a cost.   You might start by giving them to your existing customers, as a "Thank you for the business" - and as a continuity / Retention strategy.  You could simply attach them to each dog's collar at the end of a walk.

If you give them to non-customers, make sure you qualify them as an interested dog-owner first. 

Dog Bandanas

Cute, unusual and eye-catching - and not crazy expensive.

If you get them personalised for your regular dog-walking clients, with the dog's name, they're likely to wear them - and of course they would be branded with your Dog Walker business too.

Customers are likely to show their dog's cute named bandana to their friends.  And that gets new eyes on your business name. 

You can see some ideas here. 

 Free Community Class

Hosting a free local class for dog-owners can be a great way to meet potential clients, genuinely help people, improve relationships, and generate positive PR promotions for your business. 

Remember, reciprocity from a free gift? (see the branded dog-bags section above).  Giving free things makes people want to give back - or to buy from you. 

Imagine you create a free class for dog-owners at the local park.

It might be a 

• Dog socialising class
• Dog first aid class (bring an expert if it is not you)
• Dog training, if you are capable.
• Dog agility - set up your own challenges in the park.

What else could you run a dog class on?   Take it in turns to bring a different expert each week.

At the class you have a chance to help each and every dog owner. 

You are introducing them to you and your services.  You're wearing your branded professional clothing.

You have an opportunity to hand out your brochure, and also create a special leaflet on further information that the class is about.  A take-home leaflet on how best to socialise your dog, how to do dog first aid, dog training tips.  And your brochure for your Dog Walking services.

Photo Op

Remember this is also a chance for a local photo and story to get to the local radio and newspaper for a PR story.   See the local event section. 

Community Volunteering

This is a weird one - and a long term one, but I have seen it work...

And it only works if you're involved because you love doing it...

Get involved in your local community and you will find that your audience comes to you. Volunteer one night a week to help out at a local club or group such as a youth scheme or within the Scouting movement. The Scouting movement includes Beavers, Cubs, Scouts, Explorers (which are both male and female) or Brownies and Guides (which are female-only). This covers an age range from 6 to 18 years old.  (Usually leaders follow the group that their own kids are in). 

By becoming an 'assistant leader' (helper) at such clubs, you instantly get to know local potential clients.  Word will soon get out that you are a Dog Walker.  Once one of them is a client, word spreads even quicker.

If you're more interested in a sporting club then get down to your local club and offer your help.

Whatever the club you help out at, you can guarantee that within 6 months, you will be picking up clients for your Dog Walker business.

Make sure you pick a club that you will enjoy doing yourself, or you will be bored and overly focused on your business-purpose, which will come across as too pushy.

Do not ignore this method. I have a friend who, between the Scouting movement and the local primary school, has entirely filled her weekly spaces!

This marketing method also has the added advantage of helping your retention - keeping your paying customers. This is because you become better known to the clients via your voluntary work.