Dogs, canines, pooches – call
them what you like, you have to admit we’re a nation of dog lovers!
If you doubt this, just take a
look at the latest statistics from the American Pet Products Association
According to the 2011-2012 APPA
National Pet Owners Survey, 62% of U.S. households own a pet, which equates to
72.9 million homes. Specifically for dogs, it is estimated that 46.3 million
households own a dog or dogs and that in all there are 78.2 million dogs in the
That’s a lot of dogs and pet
parents! And it translates into big business. The estimate for the pet industry
in 2012 is a whopping $52.87 Billion! Of this total, food accounts for about
$20.5 Billion. Little wonder there are 4 major brand companies competing for a
slice of this lucrative pie.
The estimated average basic cost
of food for dog owners is $254 a year with an extra $70 a year in treats.
Another $94 a year is spent, on average, on vitamins.
Now that’s a lot of dog chow…
But the trend of sales is not
only up, it’s changing from being dominated by the “Big 4” branded
manufacturers (Mars Inc., Nestle S.A., Colgate-Palmolive and Procter &
Gamble) and progressively, smaller makers and marketers are taking share from
the “big dogs” (pun intended).
Smaller companies can formulate
with different performance requirements, putting the pet first and profits a
close second. Production can be in smaller batches so that product is never
more than 6 weeks or so old, rather than being over-preserved to allow for the
months, even years that some pet foods may be stored in national and local
Now there’s an even more
revolutionary trend that’s been over 10 years in the making. Namely pet parents
A fondness for dishes decorated
with edible gold (‘Bling Food’) sweeps out top restaurants around the world.
Edible gold is mainly used for luster and appearance. Thick gold leaf is only
about 7.07 micrometers and is usually 23 carats. The only physical sensation
associated with eating gold is the most subtle crisis; it doesn’t even feel
metallic. So, if it doesn’t affect the taste, why eat it? The answer is related
to metal metaphorical content. Eating gold is about self-image, allowing one to
What is the difference between ‘normal’ and ‘edible gold’ leaves?
24 carat pure gold leaf. In its
pure state it is very soft and smooth and hence is mixed with other alloys to
create different levels of hardness and to adjust the color tone. That is why
most jewelry is 18 or 22 carat gold (mixed with other metals); 24-carat is too
soft for everyday use. The same principle applies to gold leaf. When mixed with
copper, silver, etc., you can get a variety of colors ranging from slightly
reddish tones, to bright yellow, to white gold. Alloys that are mixed to make
this variant are not edible (like copper). Edible gold (especially 23 carats)
is almost pure gold but mixed with silver, which is edible, so it can really be
When did we first start eating gold?
It was reported that the ancient
Egyptians discovered that by eating gold powder a person could become immortal.
In the Middle Ages rich people graced their lavish banquets with golden patina.
Grilled birds and other meat dishes are wrapped in thin golden leaves as a
display of wealth. 15th-century alchemists used gold as medicine. Edible
gold-coated sweet foods are served at lunch ‘to maintain a healthy heart’. The
Elizabeths created a banquet of luxury …
This is a personal comparison
study between Business Link and Wikipedia’s view on the Sales of Goods Act in
the UK. This is just an educational comparison and no legal meaning is meant by
From reading over the 2 Sales of
Goods acts from the two sources, the first opinion on them both is that
Business Link’s act is more positive for the end consumer, it is pointed more
towards the options that consumers have when/if anything goes wrong with a sale.
It includes additional information about Services that are provided apart from
just a physical product. Whereas Wikipedia’s version is more purely process
based with not much information regarding services. They put across that they
do not believe the Goods Act is as good as they would like, saying: “a new
sales of goods act is thought to be overdue”. If a consumer reads this
act, it may make them feel that the Act is flawed if it is put across like
Carrying on with Wikipedia, who
states there is “a minimal amount of minor restrictions” could mean
that Consumers and Businesses are in need of a new detailed Act to cover more
events that occur within the selling of goods. Wikipedia explains information
more about the actual sales process, rather than the actual product. Including
details about the ownership of the goods and possession, that the seller must
hold the full ownership of a product to be able to sell it, this keeps the
consumer free from events when a 3rd party who has security on the same product
interferes with the sale or the consumer. This includes the ownership transfer
occurring only when the goods have been delivered as advertised, not when any
monies have been passed from the …
Search engine optimization (SEO)
is not an exact science, and many of the so called gurus tend to make it sound
a lot more complicated than it really is. A combination of on-page and off-page
factors are responsible for the ranking of a website in the search engines.
Google is the largest on the search engine companies and really does have the
lions share of the market, claiming around 90% of the search traffic, with
Yahoo and Bing as the second and third place companies, but only getting a
small percentage of the searches.
There is little doubt that during
2011 the landscape has changed for search, and websites and article directories
have been hot very hard by updates, in particular the Panda updates that Google
have rolled out in the last few months. The issue seems to be one of thin
content, content and sites that are only online purely for the monetization
potential, and not offering a user experience that Google has chose to define.
While this quality user experience may be tricky for us mere mortals to define,
the SEO strategies do not need to change dramatically, but as SEO
professionals, we need to implement additional measures to allow ourselves to
Good content, with keywords in
title, description, title tags, and liberally sprinkled throughout the content
are still relevant. Alt text for images is still a good idea. The use of latent
semantic indexing (LSI) to them your content is still a good strategy. Internal
link structures and good site navigation are essential to offering a good user
Off page strategies like link
building are important. Sure, we have all ranked pages with no links, but the
inbound links certainly help to increase the perception of value of the page in
the eyes of …
Dogfooding, or, “eating your personal dog food” is
usually what occurs when a company uses the goods that it tends to make.
Dogfooding within the context of advertising and marketing and communications,
particularly insofar as social media is concerned, is when an organization
takes the time for you to leverage new age marketing and advertising technology
to develop neighborhood, drive awareness and enhance the culture of its own
organization before, as I normally say to my audiences, “inflicting new
media on their customers”.
So what, you say? Properly, you could possibly currently
understand that digital and emerging media is outsourced far less than any
other sort of marketing activity. The purpose is the fact that any social media
effort requires to be piloted by a accurate steward of your brand. The steward
is an individual who gets the convergence in the individual nature of social
media along with the cultural imperative for organizations who choose to
actually engage with their stakeholders. That steward, and not the outdoors
professional, needs to be steeped inside the dog meals that the organization is
going to become shoveling out…
By dogfooding your digital and integrated marketing and
advertising efforts, you not just become familiar with the tools and
technologies, but comprehend the desired effect of becoming a a lot more
approachable and conversational culture that drives business development inside
the age of conversational marketing.
One caveat: You happen to be not the audience. Often maintain
your buyer in mind. Dismissing anything prematurely because it does not
function for you internally could just be a case of dogfooding myopia!
Are you currently dogfooding your marketing and advertising?
Even if social media or geo-marketing efforts or that cool app you want to
develop are far off, you might want to be acclimating your organization …