They’ve got charm, unwavering loyalty, and an unparalleled sense of awareness. If we could channel just a fraction of what makes dogs so naturally likable, we might create more authentic and effective marketing campaigns.
My friend has a dog named Gilly. I have known the dog for about six years now, and I can say, without exaggeration, I am this dog’s favorite human. She’s a very friendly dog, and she greets almost everyone with a wagging tail and a little hop. But when she sees me, she strains against her leash and runs like a missile to me. When I hold her, she wiggles and licks until she eventually falls asleep on my lap.
“She loves you, “ my friend claims, attaching a very human emotion to the dog. But she seems to be right. Although Gilly is happy to meet everyone, she reserves her overjoyed greeting, full body wiggling, and falling asleep in my lap for me. I feel so great when she climbs on me, feels safe enough to snooze, and has no worries because she believes I will protect her. And I will. Of course. As much as this little creature loves me, I love her more.
What I find most fascinating about Gilly is that despite the outward action indicating that she loves everyone, she will not allow everyone to pick her up. Maybe a scritch, but some people, she doesn’t allow more than that, one scritch, and then she backs away. She can sense things in people, if they are not worthy of trust or if they have some drug or alcohol abuse going on. Gilly senses this, and she keeps her distance. I am amazed by this, and I often think that if I had this kind of well-defined instinct, I may have avoided some situations in my past and certainly some people.
Over the weekend, I was at my friend’s house, spending 90% of my time with Gilly on my lap or in my arms. Now and then, I caught myself just staring at her and she snoozed. She would wake, wag her little tail, look me in the eyes, and sink back into trusting snoozeville. I thought how lucky she was, and I felt she’d be great at marketing. Apart from the lack of typing skills, the language barrier, and her constant need for snacks, she’d be a great addition to the marketing team.
As I spoke this notion aloud, I got a little laugh and a few; of course, Gilly should run the world. I started thinking about what I could learn from this dog and how I might apply it to the work I do with ThoughtLab. I believe we can learn from anyone, and that doesn’t stop with human anyone. The animal kingdom has much to teach us as well, especially our best friend, the dog.
Introduction
Dogs are simple creatures driven by instincts that somehow parallel the very principles we often overlook in marketing. They’ve got charm, unwavering loyalty, and an unparalleled sense of awareness. If we could channel just a fraction of what makes dogs so naturally likable, we might create more authentic and effective marketing campaigns. In fact, your dog could teach you quite a bit about building better relationships with customers, showing loyalty, and being persistent—skills essential to successful marketing.
So, we'll explore why your dog might actually be a better marketer than you and what we can learn from our furry friends to improve the art of marketing. And we’ll give you a few lessons from the dog that will bring this idea home.
Off we go.
Unconditional Loyalty to Your Brand
Dogs are loyal—perhaps to a fault. They don't waver in their devotion once they establish a bond. Whether you’re having a great day or an off one, they’re always there, wagging their tails and ready to engage. This same loyalty is something that customers want from brands. Dogs remind us that loyalty is about consistency showing up when it matters most.
In marketing, loyalty translates to building strong, lasting relationships with your audience. It’s about consistent brand messaging, offering value, and ensuring that your customers know you’ll be there for them no matter what. Much like a dog, good marketers are devoted to their brand’s vision and customer base, always delivering a reliable, satisfying experience.
Lesson from Your Dog: Be loyal to your customers, and they’ll stick with you through thick and thin. Trust takes time to build, but once it’s there, it can last a lifetime.
Dogs Know the Power of Persistence
Ever tried ignoring a dog when it really wants your attention? Whether they’re pawing at your leg or giving you those irresistible puppy eyes, they won't stop until they get what they want. Persistence is key in the marketing world, too. Just like dogs, marketers need to be determined, whether it’s following up on leads, re-engaging with past customers, or fine-tuning a campaign.
Many marketing campaigns fail because brands give up too early. Whether it's email drip campaigns or retargeting ads, persistence is crucial to remind customers that you’re still around without being too pushy. The trick is knowing how to remain persistent in a way that feels more endearing than annoying—something dogs have mastered.
Lesson from Your Dog: Persistence is key, but it has to be done with charm. Stay on your customers' radar, but don’t overdo it.
Dogs Understand Body Language
Dogs are masters of body language. They know when you’re happy, sad, anxious, or stressed, and they adjust their behavior accordingly. As marketers, we must also be attuned to our customers' body language—or, in a digital sense, the cues they give us through their behaviors and engagement.
Paying attention to signals such as how long customers spend on your website and their interactions on social media allows marketers to respond appropriately. Just like dogs adapt their behavior based on your mood, marketers should adjust strategies based on customer feedback, analytics, and engagement patterns.
Lesson from Your Dog: Learn to read your audience’s "body language." Whether it’s data or direct feedback, understanding how customers feel will help you make better marketing decisions.
Emotional Connection Wins Every Time
Dogs are unparalleled when it comes to forming emotional connections. One look from those soulful eyes, and you’re hooked. Marketing is no different. Emotional marketing, when done right, creates deep connections with your audience.
Consider brands like Apple or Coca-Cola, whose campaigns tap into emotions of joy, inspiration, or nostalgia. These brands create experiences that stick with you long after you’ve encountered their marketing. A dog’s ability to connect on a personal level reminds us of the power of emotional appeal in marketing.
Lesson from Your Dog: Build emotional connections with your audience. Whether through storytelling, visuals, or messaging, make your audience feel something.
Dogs Have an Uncanny Sense of Timing
Ever notice how your dog always seems to know when it’s time to eat, walk, or cuddle? Dogs have an impeccable internal clock, and timing is everything in marketing, too. Whether it's the perfect moment to launch a new product, the timing of a social media post, or understanding the best time to engage a lead, marketers who master timing will always have the upper hand.
Consider how some brands leverage real-time marketing—reacting to current events or trends with perfectly timed campaigns. Like a dog waiting patiently for its next treat, marketers need to be mindful of the timing in their campaigns to ensure maximum impact.
Lesson from Your Dog: Timing is crucial in marketing. Knowing when to engage can be the difference between a successful campaign and one that gets ignored.
Dogs Keep It Simple
Dogs aren’t complex beings. They appreciate the little things in life: a game of fetch, a tasty treat, or a belly rub. They don’t overcomplicate things, and neither should your marketing strategy.
Sometimes, brands fall into the trap of overthinking or overengineering campaigns. But the truth is simple messaging often works best. Think of the most iconic brands—Nike’s “Just Do It” or McDonald's “I’m Lovin’ It.” These slogans are simple, memorable, and effective. Your dog’s love for simplicity is a reminder that less is often more.
Lesson from Your Dog: Don’t overcomplicate your marketing. Focus on clear, simple, and effective messaging that resonates with your audience.
Dogs Are Great Listeners (Even If They Don’t Understand)
Dogs might not understand everything we say, but they sure listen intently. In marketing, listening to your audience is more important than ever. Whether through social media interactions, customer service feedback, or reviews, listening to your audience can provide valuable insights into their needs and wants.
Marketers who actively listen to their customers are better equipped to serve them. Whether it’s tweaking a product based on feedback or adjusting messaging to better align with customer preferences, the best campaigns come from understanding your audience’s needs.
Lesson from Your Dog: Even if you don’t always understand every detail, listening is key to building a successful relationship with your audience.
Dogs Love Rewards and Positive Reinforcement
Dogs respond well to positive reinforcement—give them a treat, and they’ll learn quickly what behavior you want from them. In marketing, this is equivalent to loyalty programs, discounts, and rewards.
Rewarding your customers for their loyalty or positive engagement is a great way to build long-term relationships. Like a dog who’ll do anything for a treat, customers are more likely to engage with your brand when they know there’s something in it for them.
Lesson from Your Dog: Positive reinforcement works. Reward your customers for their loyalty and engagement, and they’ll keep coming back.
Dogs Know How to Make You Smile
Dogs are natural entertainers. Whether they’re doing something goofy or just being their adorable selves, they have a way of making people smile. In marketing, don’t underestimate the power of humor and entertainment.
Brands that make their audiences smile and feel good are more likely to create lasting impressions. Consider brands like Old Spice or Dollar Shave Club, whose humorous ads have not only entertained but created loyal followers.
Lesson from Your Dog: Humor and entertainment can go a long way in building brand loyalty and creating memorable marketing campaigns.
Dogs Never Give Up on You
No matter how many times you tell your dog to "stay," they'll still wag their tail, waiting for the moment you change your mind. Dogs never give up on their humans, and in marketing, persistence and resilience are key.
Marketing can be tough, with failed campaigns or lackluster results. But just like your dog doesn’t give up on you, you shouldn’t give up on your brand. With each failure comes a learning opportunity, and the key is to keep trying until you find what works.
Lesson from Your Dog: Never give up. Keep working on your strategies, learning from mistakes, and staying loyal to your brand vision.
Summing Up
Your dog might not know how to run a digital ad campaign, but they’ve got some of the best marketing instincts around. By observing how your dog connects, communicates, and stays loyal, you can learn valuable lessons about building strong relationships with your audience. So, next time you’re stuck on a marketing problem, take a page from your dog’s book—you might find the answer in their wagging tail and boundless enthusiasm.
