The
Globe and Mail recently featured,
Buddy Belt -- a thriving Toronto-based company that sells comfortable harnesses for active dogs. The harnesses, designed by Buddy Belt founder Roxanne Pettipas, help prevent injuries to dogs who aggressively pull at their leashes. Founded in the late '90s Buddy Belt's success can be attributed as much to its unique marketing strategy as its quality product.
"A deeper look makes its clear that Buddy Belt isn't like other businesses. Ms. Pettipas is not the company's CEO, nor is she the chief source of PR � both honours go to Buddy, the miniature dachshund that was the inspiration for the new collar."
"I decided years ago to tell our story from Buddy's perspective and have him promote the product, since he's the one wearing the belt," Ms. Pettipas says."
"At first the idea seemed like a neat but small marketing twist. The company posted the occasional photo of Buddy to its website, and customers sent letters thanking Buddy for the new belt. But over time momentum began to build. Last fall Buddy Belt launched a Facebook page devoted to the belts and the story of the entrepreneurial dog. The pet business exploded. The next Woofstock, billed as North America's largest festival for dogs, which takes place this weekend in Toronto, is by far the biggest event of the year for Buddy Belt. It's expected to attract an estimated 300,000 people."
"Today Buddy is a doggie celebrity. People regularly email Ms. Pettipas asking to have their pictures taken with Buddy. Other dogs send him messages through Facebook."
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Globe & Mail