Bob Bly Direct Response Copywriter Official Banner

Marketing lessons from dog biscuits

March 31st, 2013 by Bob Bly

When my kids were little, they would crack themselves up by
preparing strange concoctions in the kitchen, feeding them to
me, and watching me grimace.

My eyes were closed, so luckily, I never knew what I was about
to ingest.

One time, when it was dog biscuits, I was shocked at how
terrible they tasted, despite pictures and copy on the box that
made them look like a gourmet meal at a 5-star restaurant.

I pondered that dogs were willing to do a lot – come, sit,
fetch, roll over, play dead – for really small rewards.

And then it gradually dawned on me that people are the same way
– a fact you can use to good advantage in your marketing.

Example: back in the 80s, a friend of mine worked at a medical
ad agency.

The agency specialized in creating direct mail (DM) that invited
doctors to medical symposia. These seminars were supposed to
deliver content on the treatment of a specific disease, but the
bottom-line goal was to promote the sponsor’s drug.

My friend did an A/B split test with a DM invitation to a
symposium. The only difference between the test cells was that A
offered a free pocket diary as a bonus gift to doctors who
attended and B did not offer the premium.

When the agency mailed the test, mailing A offering the free
pocket diary generated 6 times more response than mailing B
without it. We were all amazed because it was a cheap little
pocket diary that cost the client about a dollar each, and the
audience was doctors earning six-figure incomes.

“Don’t be amazed,” the client told us. “When doctors at our
symposia ask our staff where the pay phone is, nine times out of
ten they also ask us if we have a quarter they can use to make a
call!” (Remember pay phones?)

In my first job out of college, I worked in the marketing
department for Westinghouse Defense, whose major client was the
U.S. military. We were tasked with maintaining a supply cabinet
full of promotional items for Westinghouse salespeople to give
to the high-ranking military personnel who were our prospects.

The most in-demand item was Westinghouse golf tees – plain white
tees imprinted with the famous “circle W” Westinghouse logo in
blue. The salespeople and their customers were so crazy for free
golf tees we could not keep them in stock.

People, even wealthy ones, are eager to get free stuff and
discounts. Recently a new bank opened in the upper-class town
next to ours. They did the usual free balloons and hot dogs for
the grand opening, and their parking lot was packed to
overflowing. I love hot dogs, but I’m not going to fight for a
parking space to get a free one.

Any free gift given with inquiry or order is called a “premium.”
A “freemium” is a free gift enclosed with the mailing; e.g.,
rosary beads or a crucifix enclosed with a Catholic charities
fundraising letter.

A “keeper” is a premium the consumer keeps even if he returns
the product for a refund; e.g. The Folio Society offers a free
2-volume book set The Greek Myths when you order the Shorter
Oxford English Dictionary for $19.95.

They ship the whole thing when you mail the return coupon from
their ad; no payment with order is required. If you wish, you
can just pack up and return the Dictionary when it arrives,
pulling out and keeping The Greek Myths as a totally free gift.

I know: I’ve done it. A consumer who orders just to get the
keeper premium and then returns the product is known as a
“premium bandit.” Some direct marketers identify premium bandits
with a code attached to the record in their database, and do not
fulfill the premium bandit’s requests for keeper premiums.

Premium bandits are not actually thieves because all we are
doing is taking advantage of an offer the marketer willingly
makes.

The marketer knows in advance that a small percentage of orders
will be from premium bandits, and this is part of their cost of
doing business. “No biggish,” as the kids say.

I can also tell you that on more than one occasion, I was
planning just on keeping the keeper premium, but when I saw the
product, I liked it so much that I changed my mind and paid the
invoice.

The premiums that work best (a) have a high perceived value, (b)
are unique, and (c) are relevant to the product.

A great example is Gevalia Coffee giving away a beautiful
high-quality coffee maker (I know; we have two) when you signed
up for monthly shipments of gourmet flavored coffee. We ordered
to get the coffee maker, but the flavors were so good we kept
our subscription for a few months, which is what Gevalia was
banking on.

Action step: think about what items would make good premiums
complementing your offers. Source these items, incorporate them
into your offer copy, and measure the change in response rate
vs. the same offer with no premium.

Share

This entry was posted on Sunday, March 31st, 2013 at 2:12 pm and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

80 responses about “Marketing lessons from dog biscuits”

  1. Philip said:

    Nice story… very eye-opening

  2. Valerie said:

    This is really interesting – thanks
    http://www.bestdogtreatrecipes.com/when-should-you-give-your-dog-biscuits/

  3. [GET] [STOP!] Easily Make Bank In This Desperate Market With PLR To Red Hot Biz In Box! Must See DOWNLOAD said:

    Anyone actually help to create very seriously articles I would personally point out. This can be the brand new My partner and i went to your web website and so much? My partner and i amazed while using the analysis you’ve made to generate this actual offered extraordinary. Fantastic hobby!

  4. [GET] $21,863.7 In 30 Days Part Time…By Creating Products That Sell Themselves [Newbie Friendly] infocash blueprint DOWNLOAD said:

    obviously as if your site but the truth is must test your punctuation upon a few of your site content. Some of them are generally rife having spelling concerns i find it very troublesome to express to the truth having said that I am going to certainly return once again.

  5. Watch dogs free download said:

    It’s an awesome article for all the web visitors; they will get benefit from it I am sure.

  6. Dating said:

    Fantastic website. Plenty of useful info here. I am sending it to a few pals ans also sharing in delicious. And of course, thank you on your sweat!

  7. Lowongan Pekerjaan Konsultan IT said:

    I love your blog.. very nice colors & theme. Did you create this website
    yourself or did you hire someone to do it for you? Plz answer back as I’m looking to
    design my own blog and would like to find out where u got this from.
    thanks a lot

  8. tf2 item hack said:

    Good post! We are linking to this great article on our site.
    Keep up the great writing.
    I’m sure all of you right here perform Staff Fortress 2, or else
    you wouldn’t be right here! I also perform TF2, and one factor that I couldn’t get my
    head all around was accumulating all the items!! I’v observed some players cant even
    acquire most of the products, by no means brain ALL of them!!

    I was committed to obtaining all the objects, but it appeared
    impossible, so becoming an seasoned programmer, I obtained to
    function!
    Soon after hours of tough function I created,
    what I say 1 of the best hacks out there! (biased a lot?!) The instrument that I have produced allows you to unlock any of the things you would like in TF2!

    I’ts easy truly…
    I was preparing to market this resource and enable some cash start off rolling in,
    but i know the experience of not becoming able to afford it, or currently being a ‘poor’ dude on TF2,
    so I have decided to give this out for cost-free to see what
    individuals believe of it! Just read through the tutorial
    beneath detailing how to get and use the instrument!

  9. Sol Budniewski said:

    Hey there, You?ve done a fantastic job. I?ll definitely digg it and personally suggest to my buddies. I’m confident they is going to be benefited from this internet site.

  10. www.youtube.com said:

    My partner and I stumbled over here from a different web address and thought I may as well
    check things out. I like what I see so now i’m following you.
    Look forward to exploring your web page repeatedly.

  11. adobe photoshop free said:

    We’re a group a group of volunteers and opening a brand
    new scheme in our community. Your website provided us with valuable and paintings on .
    You made ??an impressive job and our all the community will thankful to
    you .
    Definitely Account that you said . Your favorite reason appeared to be
    at the internet easy thing to understand of . I tell you ,
    i definitely annoyed think worries just do not recognize about .
    You controlled and defined everything managed to hit the nail on the top no need side effect , other folks could take a signal.

    Will likely be back to get more. Thanks

  12. TutuApp APK Download said:

    I appreciate author’s effort in sharing this.

  13. dog grooming pembroke pines said:

    It has been a while since this post, but it is still true and relevant, thank you for sharing.

  14. pet groomer orlando said:

    Agreed with my colleague, very good post.

  15. Prathvi Shenoy said:

    Awesome article please check out my blog https://www.yourdogbreedsinfo.com/2018/12/Dog-Breeders-Bangalore.html

  16. PromoCodeLand said:

    Promo Code Land Blog having latest and updated Promotional code, discount offers, online discount deals, coupon codes, one day sale update for USA and Canada.

  17. HINDI SHIKSHAA 99 said:

    Thanks sir very interesting post…
    ????? ????? ?? ???? How to make Jalebi ?? ??????-
    ???? ??? ?? ???? 2 ???? ?? ??? ???? ??? ?????? ?? ?????. ? 2 ???? ??? ??? ?? ???????? ???? ??? ?? ??? ?? ?????? ??? ??? ?????, ??? ?? ????? ?? ???? ????? ???? ?????? ?? ??????? ?? ????? ????? ????? ????? ?? ?????.https://hindishikshaa99.blogspot.com/2019/04/How-to-make-jalebi-recipe.html?m=1…….

  18. HINDI SHIKSHAA99 said:

    Very nice post thanks

    shimla mirch recipe ????? ????? ??????

    ?? ????? ??? ?? ??? ????? ?? ??? ??? ?? ??? ?? ?? ????? ?? ??? ????? ????? ??? ?? ?? ??? ????? ????? ??? ??? ????? ?? ??? ??? ????? ???? ??? ????? ??? ?? ???? ?????? ????? ??? ?? ????? ???? ?? ????? ?? ??? ?? ???? ????? ?? ?????? ???? ??? ?? ??? ?? ??? ?? ?????? ?? ??? ??? ?? ??? ??? ????? ??? ??? ????? ?? ???? ??? ??? ?? ????? ?? ???????
    https://hindishikshaa99.blogspot.com/?m=1…..

  19. promocodeis said:

    Awesome review regarding testy cookies, I really love it, many thanks

  20. Mily roze said:

    Truly, it’s inspiring post, it reminds my childhood, when my grandma cook testy cookies, now I am used to buy cookies online using coupons

  21. Jeorge H Waters said:

    Hello! I think dogs are different from people and they have other taste and we – human beings will never understand it. That’s nature and this is why dogs biscuits seemed disgusting to you. Some types of dog food are very nutritious, For example, you can check the source about the best dog food for goldendoodles and realize how many vitamins your dog loses because of bad eating. The most valuable advice I can give is to show your care to your lovely pets.

  22. yesallabout said:

    Good
    https://www.yesallabout.com

  23. David said:

    very informative article about marketing lessons from dog biscuits.

  24. Rohaan said:

    Binary Options Today provides reviews on brokers, signals, software, strategies, cryptocurrency, Forex all for free in a helpful community of traders Bitcoin champion

  25. Couponswa said:

    Thanks!

  26. kalamena said:

    I use coinigy. I just swap cryptocurrency, though. I’m not using it for basic exchange. coinigy costs are updated in real time, and that makes trading very helpful. Thank you so much for the positive forum for the men.

  27. Joy Alex said:

    Such a usefull story, and a very good marketing lesson.
    Its wonderful to read such usefull posts on this blog.
    Thanks for posting
    Manage accounting of your marketing business with ease. Use quickbooks, if you are a quicken user then dont worry, you can also learn how to convert quicken file to quickbooks

  28. Rana Wajahat said:

    I just put the games on the Website that takes you to a new world.

  29. One Dasty said:

    Bringing home a new puppylming at first, but by offering our customers a great amount of support, we assist in the preparations to make it less stressful. To provide a completely different environment for our puppies, we thoroughly researched and make sure this puppies will only go to respectable families
    https://pugslandbreeder.company.com

  30. Bengali GK said:

    read latest Bengali gk and current affairs.

  31. Itzeazy said:

    I like the marketing lessons given in it Find

  32. Bluenoerone said:

    AliExpress is considered to be a reliable place to buy products at a cheaper price than you would domestically. AliExpress is part of Alibaba Group, a large established company which focuses on commerce and media. AliExpress also provides shoppers with complete refunds on products that arrive damaged, late, or don’t arrive at all. You can use this aliexpress 20$ coupon when you shop online.

  33. robert said:

    https://savannahbengal.company.com/

  34. ibudgie.com said:

    Nice article. Must visit website for budgie owners. Find out budgie care, breeding tips, gender, cages and perch setup ideas. Can parakeets eat cabbage?

  35. Rana Wajahat said:

    These are the best tips that you must follow to get success in every field. Find the Best Kitchen Tips here for making your life royal.

  36. joyalex singh said:

    QuickBooks Error 12031 is a type of 12000 series error. mostly faced by these type of issue like update the QuickBooks Applicational and slow internet connection or incorrect configuration or SSL system configuration setup being invalid that you will faced

  37. gaurang verma said:

    follow the simple way to fix Quickbooks backup error 179,
    Clear b rowing data
    verify the Banking login
    update banks in Quick books
    Repair window registry formore information click below

  38. ????????????? said:

    Wow, the ultimate in women’s equality, thinks it is right for women to 918kiss download society reduces the distance between men and women Equal Which is the best

  39. error 15271 quickbooks update said:

    Thanks for sharing this information.

  40. masowe1583 said:

    The Extreme Pita Online Survey allows the administration to upgrade the service quality and serve you improved and satisfying service on your future visit to them.

  41. gclub said:

    I really like Spider-Man’s movies. likes the camera angle and the King99 I see in the cinema The more fun I make many movies in this label the best.

  42. Joe Smith said:

    If you are looking for software for your compay accounts, you will have two brand names, quicken vs quickbooks . You may be wondering. these applications are the most owned platforms in the financial management software market.

  43. katie laner said:

    Nice to be visiting to your site i have waiting for this blog since so long and now i have it as i am also a content writer and i have done a lot of research on the quickbook error and write an article for you all to resolve this quickbook error #15215
    quickbooks unexpected error 5: A QBs Repairing Guide

  44. John said:

    I learn this marketing tatics and apply on my shun knife website. It working great

  45. New Game said:

    Is there any way to run troubleshoot on my phone and find out what is slowing it down?

  46. Linda Green said:

    Find purpose in life, seriously you won’t feel depressed at all if you will manage to find purpose in life.

  47. yadar said:

    The largest number of dog owners wonder can dogs eat calamari? Yes, they can eat, but there are a few factors to consider before feeding the dog.

    It is consumed worldwide and can be eaten raw, grilled, steamed, or grilled. When not fried, it is a good source of protein. This is why it is good for your dog.

    Many dog lovers asking can dogs eat corned beef? The answer is no; you should avoid feeding your dogs its harmful for dog’s health, it contains a huge amount of sodium and salt that will upset the dog stomach

    Most people have a question can you use dove soap on dogs? No. It is not recommended to use Dove soap or shampoo on dogs, as it can cause their skin to become dry and irritated.

    Most pet parents ask can dogs drink sparkling water. The reply is, yes, you can give your dog sparkling water. Sparkling water contains the same amount of calories and minerals as regular tap water

  48. hasif said:

    Most pet parents ask Can dogs eat teriyaki chicken. The simple answer is no. Terriyaki chicken is unhealthy and has ingredients that can harm dogs, so they should avoid eating it,

    Most pet parents ask Can dogs eat pine cones. no, dogs should not eat pine cones.
    It is bad for dogs to eat pine cones. They are not poisonous, but eating them can upset your stomach.

  49. Saba Khan said:

    Here I am for the first time, and I found beneficial information. Very nice and well-explained article. Thanks for sharing!
    water filter price in uae
    and water Treatment company in Dubai UAE

  50. GoMatka said:

    Such an informative article. Nicely written
    Satta Matka App Development
    Matka Game App Development
    Matka app development
    https://gomatka.gowebs.in

  51. Metro Shoes said:

    Metro shoes offers their customers the highest quality high heels and block heels Get the best available pencil heels in Pakistan, today So, buy the best heel shoes for girls online from Metro shoes We bring you only the highest quality heels for girls and high heels for girls

  52. Health team said:

    Here I am for the first time, and I found beneficial information. Very nice and well-explained article. Thanks for sharing!
    Enagic Kangen Water from Keyhealth, Kangen water Dubai is an innovative initiative to enhance health along with beauty assurance, with a right sense of providing it lifelong. As it is deducted from a very hygienic source with a motto of
    Back to origin, Return to nature. It s a Japanese device figured with utmost importance to health.

    The enagic products in UAE makes you capable of filtering your tap waters even. Also it is capable of producing ionized acidic and alkaline water by more of pure electrolysis, which can be used in various means including cooking, drinking and cleaning. As a device of extracting healthy water out of the rest it is User-friendly and accessible. Fully equipped with the strongest available built-in electrolysis chamber makes it more fit.

  53. Metro Shoes said:

    The best perfume for women are available with ease to buy online. Best and elegance perfume.

  54. Chinyere said:

    Chinyere is offering best ladies trouser design for women. Visit our website to make your outfit fashionable and trendy.

  55. Borjan Shoes said:

    Borjan offers its customers the best shoes for men in Pakistan. We have the highest quality mens shoes and leather shoes in Pakistan for great prices.

  56. Walter said:

    Hey friends!!!! You have clicked on this post because you want the best juicer mixer grinder under 5000 in India. And I assure you that you will find here the best juicer mixer grinder under 5000. A Juicer mixer grinder is one of the most essential products in the kitchen. You will find at least one mixer grinder in every kitchen.

  57. Rios Cosmetics said:

    Rios brings great face serums and vitamin c serums for face. The shop wants to bring their customers satisfaction with the best face serums in Pakistan. Their best face serums are perfect for your needs, fulfilling your demands With their face serum and related products, Rios is sure to meet all of your needs.

  58. ShopECS said:

    ECS brings the best school shoes for girls and boy. So, grab amazing school shoes online from the ECS store today. The perfect shoes for kids are available in all sizes and the best designs, only from ECS. So, hop on the ECS store today and get the best new school shoes in Pakistan.

  59. Ndure Shoes said:

    Ndure offers the best casual comfortable trousers for women online in Pakistan. Buy wide leg, loungewear, narrow and knit trousers for girls that are best suitable for all occasions. Ndure’s trousers for women are the key to everyday comfortability.

  60. Metro Shoes said:

    Metro shoes offer their customers the highest quality loafers and loafer shoes. Get only the best available loafer shoes for girls in Pakistan, today. So, buy the best loafer shoes online from Metro shoes. We bring you only the highest quality loafers for women.

  61. Murphy Family Mover said:

    Need IT equipment relocation services in St Charles IL? Murphy Family Movers aim is to move you hassle-free. Book your moving time now.

  62. Corporate Wellness Program in Mumbai said:

    Avyukt Healthcare is Corporate Wellness Company which offers Corporate Wellness Program in Mumbai all over the India.

  63. Mike Rooney said:

    Good step you have written of writing content relating to cooperate sense. Better yet good working skills and hope you write more of this soonOliver tree puffer jacket

  64. John William said:

    If you are looking to delete your online account because you want to protect your privacy online and delete all your information which you don’t want other to see others especially your friends and family, i have a website which offer easy step by step procedure to easily delete your online account.

  65. Ricky Ponting said:

    As one of the leading coupon sites, we provides shoppers with a convenient and easy way to save money. We offer millions of coupons from 300K+ online retailers like Amazon, eBay, The Iconic, Birchbox, ASOS and many more!

  66. cavpshost said:

    Cheap Windows VPS is a Windows Virtual Private Server hosting packages that are less expensive than competing products. At a reasonable price, these plans often provide a range of features and resources, such as Memory, storage, and CPU cores. Our team of experts will help you choose the right solution for your needs and budget.

  67. Maples Closet said:

    Enhance your modest style with Maples Closet
    chiffon hijab box. Discover our curated collection of elegant chiffon hijabs, carefully designed to complement your wardrobe.

  68. vps hosting canada said:

    Our VPS Hosting Plans are meticulously designed to cater to diverse needs. With various resource allocations, scalability options, and performance-enhancing features, you’ll find the perfect plan to match your requirements. Elevate your online presence with a VPS that offers reliability, customization, and dedicated resources for your projects.

  69. BSNS Consulting said:

    Based in Pakistan, BSNS Consulting is a leading Digital Marketing Agency Islamabad. Our talented team of marketers, designers, and strategists collaborates to create impactful digital campaigns that resonate with your target audience. With a focus on innovation and results, we empower your brand to thrive in the digital landscape.

  70. BSNS Consulting said:

    Unlock the full potential of your online presence with BSNS Consulting’s services of Digital Marketing Pakistan. Our result-driven approach utilises the latest digital marketing strategies to elevate your brand’s visibility, engage your target audience, and drive meaningful conversions. Stay ahead of the competition and achieve your business goals with our expert digital marketing solutions.

  71. iHost VPS said:

    Looking for affordable virtual private server (VPS) hosting? Our VPS LowCost plans offer cost-effective solutions without compromising on performance. Experience the benefits of dedicated resources, increased control, and scalability, all at budget-friendly prices. Whether you’re a small business owner, a developer, or an individual seeking reliable hosting, our VPS LowCost services are tailored to meet your needs without breaking the bank.

  72. otgovenidea said:

    checkout best site for kitchen proudct

  73. Vallee Real Estate said:

    We are one of the leading real estate brokerages in the area, known for our professionalism and commitment to client satisfaction. They serve as intermediaries between buyers and sellers of real estate and play a crucial role in the real estate industry.Let us help you achieve your real estate goals.

  74. TipTop Enrichtung said:

    A Barbershop Bedienplatz is the workspace within a barbershop where haircuts, shaving, and other services for male clients are carried out. This area typically includes a chair, mirror, and tools.The Barbershop Service Station is the heart of every barbershop, where skilled barbers work their magic to create fresh looks and maintain well-groomed appearances. This dedicated area is thoughtfully designed for both the barber’s convenience and the client’s comfort.

  75. Armanunderpin said:

    Moreover, I appreciated your emphasis on the power of storytelling in marketing. Your example of how a simple story about a dog’s love for a particular biscuit can evoke emotions and create a lasting impression was spot on. It’s a reminder that behind every successful marketing campaign is a compelling story that resonates with the audience.

  76. Vallee Real Estate said:

    Vallee Real Estate offers seamless transitions from New westminster to vancouver , ensuring smooth moves between these vibrant locales. Unlock your dream property journey with Vallee, bridging the gap between these two bustling urban centers.

  77. Vallee Real Estate said:

    Canadian realty listings provide access to a large selection of homes across the country that are for sale or rent. These properties include both rural getaways and urban condos, to suit a range of tastes and price points. Canadian real estate listings provide a variety of alternatives, whether you’re searching for a little house or a business location. Look through the listings to locate the Canadian home of your dreams.

  78. reacthunt said:

    Unquestionably a tremendous effort! Seeing such well-reasoned and articulate ideas written out is inspiring. In addition to being delightful, the writing was exquisite. Please visit SEO Services in Riverside for more information and expert assistance.

  79. Thomas said:

    Marketing dog biscuits teaches the importance of targeting niche markets, highlighting product benefits, and building brand loyalty. Use engaging packaging, emphasize health and quality ingredients, and leverage customer testimonials. Effective storytelling and understanding customer needs can significantly boost sales. Kattenspeelgoed

  80. teacup poodles said:

    This article is fantastic! The marketing lessons drawn from such an everyday item as dog biscuits are both insightful and practical. Your unique perspective and engaging writing style make it a pleasure to read. Thank you for sharing your wisdom!

    teacup poodles

Leave a Reply