Dogs Can Be Customers That Can Not Be Neglected

Not long ago, in a pet food store in Tianjin, China, an interesting thing happened. All the pet dogs entering the store rushed directly to the Nestle Purina pet's dog food counter, and then they lingered there. Both customers and shop assistants were surprised. The masters were more surprised at the "selectivity" of the pet, and the only thing they could do was to buy cans of dog food for their pets.
Many people did not understand why the dog could select the food by themselves and they all chose the same brand. Mu Li, chairman of the Tianjin Purina pet food company, disclosed the mystery: the ads inside of the store could show a clue.
Tianjin Purina dog food has been introduced to the market for many years, but the sales have not been satisfactory. Mu Li knows that there are too many pet food brands and the competition is rather severe. If one company wants to fight for more market share it must have its own characteristics. Where can it break through the market? Mu Li searched for information about dogs over and over again, hoping that he could get some inspiration. When he browsed the information that "dog's hearing is more sensitive than humans twice, a flash suddenly occurred to him, that is many consumers would like to take the dogs to the mortar pet food supermarket with them, therefore maybe the company can launch a special advertising for dogs. Mu Li immediately asked around for the person in charge of the advertising department.
According to his proposal, the person in charge proposed a special ad to plan a chic ad --- which was inserted with the high-frequency tone which was only available to the dogs ears. Subsequently, the Purina ad was first placed in a pet food store on a trial basis in Tianjin. Unexpectedly, after the broadcast of the advertisement, the dogs of many customers, on hearing the advertisement, directly lead their masters to Purina dog food counters. Those who have not brought dog out with them, after seeing so many people rush to buy Purina dog food, would naturally follow the trend.
Seeing that the effect of advertising was so good, Mu Li decided to continuously play the advertisement in the major pet food store. Surely, Purina dog food sales went far ahead.
To attract the dog with an unique voice, the reason why Purina dog food sold so well lies in that Mu Li, the chairman, has followed the principle that dogs can be customers that can not be neglected.