April 6, 2016
Categories: Marketing, PR, and Social Media, Adoption, Conference Recordings

Can one photo save the life of a long-standing pup? Absolutely, says Summer Huggins, volunteer photographer for Austin Pets Alive! But not just any photo will do. How about beginning a dog’s profile with an abbreviation? Not likely, says Elizabeth Doyle, senior creative copywriter for Best Friends Animal Society.

At the American Pets Alive! 2015 No-Kill Conference, Huggins and Doyle share their advice on effective marketing for hard-to-place pets.

Their three key areas of focus? Photography, video, and writing profiles.

When taking photos of pets, Huggins advises you to spend a few minutes with the animal to get to know them. A few of her tips for taking great photos include:

  • Get outside of the shelter
  • Shoot at their level
  • Aim for their eyes
  • Avoid harsh light

Huggins also shares that video is best when kept to 1-2 minutes. And, as with anything else, you want to make sure you highlight the unique characteristics of the pet.

Writing pet profiles can be tricky, but Doyle gives examples of what makes a good profile. More importantly, she tells you how to approach writing one so that the pet gets adopted. Some of her tips for writing a profile that gets a pet adopted include:

  • You have to want it (and make people feel it)
  • Grab them with the first sentence, and don’t lead with a fact or abbreviation
  • Tell them who the animal is, not what he or she is
  • Be open and welcoming
  • Keep an eye on the photo as you write

To get more useful tips on marketing hard-to-place dogs, watch their full presentation of Effective Dog Marketing and take the quiz. Then, share it with your volunteers and start emptying the cages!

Don’t miss more innovative ideas for pet fostering, adoption, shelter medicine and stories about how pets make our lives better and happier — sign up here!

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