How to be ‘Best In Show’ at Crufts 2019

by Katie Bregazzi |

It’s the event that really gets the spottydog team’s tails wagging – Crufts. Known for being ‘the world’s greatest dog show’ at the NEC Birmingham, it attracts people the world over as they marvel at the 22,000 dogs competing for that coveted title. But how do brands cut above the very literal noise?

Maximise your petwork

As the self-titled world’s greatest dog show, brands can’t just hashtag #Crufts2019 and expect to see a digital engagement uplift. If you’ve got a network of influential pet partners, make sure you set up interactions with them in advance. It will help you create buzz on stand, and give you guaranteed social interactions. We used this tactic for leading pet brand Chuckit! in 2018 and had paw-some stand visits from Finn for Change, West Midlands Fire Dogs, Collie Wobbles Agility and Alfie Bear.

Embrace spontaneity

We all know that some of the best content is reactive, so be prepared to embrace something that happens at the show or trends you’re seeing that will help to maximise your presence there. At Crufts 2018 one consumer told us they were Chuckit!’s biggest fan – which turned into a daily competition for the brand to drive footfall.

Do your after care

Once the show is over and the Dyson’s come out in the NEC, remember that that’s not you done for another year. Events as large as Crufts offer brands huge opportunity to build brand loyalty and social media audiences, but if you don’t look after your new-found fans then you could lose them forever. Whether you’ve used data capture and can send an exclusive offer, or you just need to have some good old-fashioned conversations, take the time to nurture them. The people you have a conversation with now, could be your collaborative partner next year.

spottydog communications has extensive experience delivering PR, social, content and influencer engagement for a variety of pet brands, as well as sector expertise in nutrition, wellbeing and retail. If you need pet marketing support contact katie@spottydogcommunications.com or if you want to be fur-pals and join our social petwork then send us your pictures on Instagram, Facebook or Twitter.