Marketing
An early milestone in this new pet leash invention’s journey was to answer the questions “Is this something people want?”.
Therefore, as soon as we had a working prototype we started visiting dog parks all across our home base of Toronto.
We talked to hundreds of dog owners and got their expert opinion on whether the Alpha Leash was something that they would be interested in purchasing, what features they liked best and further improvements that would make it even better.
We got great feedback and MOST importantly people loved the invention, so our journey continued.
Fast forward a couple years, now we have a product that is fully developed and it’s time to really spread the word about this amazing new leash. 😊
But how? Being a mechanical engineer I had some learning to do. My first lesson, the marketing funnel, which introduces the concept of cold and warm customers.
And we have our work cut out for us, we have a COLD audience. Not only are we a new company in the pet leash space, a cold audience. We are also introducing a product that solves a problem that our customers might not even be aware of, the fact that pulling, sudden stops and hard jerks on your pet are harmful to your pet and your arm. Thus, an even colder audience, potential customers right at the top of the funnel.
So we rolled up our sleeves and got to work. We learned how to edit videos with Shotcut, we learned about the 19 marketing channels (thank you Slidebean). We learned how to use the complex Google and Meta ad managers, and what Cost per Click, Click Through Rate, Cost per Result, and the difference between Reach and Impressions are.
And so far so good. Our Facebook marketing campaign is building momentum and giving us great information on the most effective ways to explain what makes the Alpha Leash so amazing, as well as which stories about the Alpha Leashes journey resonate the most. We’re even getting important data on which leash size is the most popular.
The next step is to ramp things up! Reaching out to a larger and larger audience of dog lovers across North America so that we can get the support and pre-orders needed to go into production allowing us to make the Alpha Leash become a reality!
