Have you created a chic cat carrier or an extra-strength dog leash? How about cookies that canines go crazy for or a shampoo that even the most finicky feline doesn’t object to? So many animal-lovers come up with great product ideas – the trick is letting fellow pet enthusiasts know about what you have to offer. Television is one of the best ways to reach the greatest number of people. For most of us, producing a commercial is out of the question because of the expense involved. However, getting your product (and pet) featured on a talk or variety show doesn’t cost much if anything, and is easier than you think. It’s also one of the most effective ways to raise awareness for your creation.
Terence Noonan, co-executive producer of Fox’s The Morning Show with Mike and Juliet and co-author with Marta Tracy of Starring You! The Insider’s Guide to using Television and Media to Launch Your Brand, Your Business, and Your Life, says the first step in scoring a TV spot is to watch the shows so you can target which one would be most likely to do a pet segment and is applicable to your item. “Maybe Ellen DeGeneres, she says she just adopted a cat – if you have a cat product you should send a pitch to her show’s producers, and include a sample for Ellen,” advises Noonan.
The Morning Show co-host Juliet Huddy has a Chihuahua, and Noonan says several segments have already focused on dog products, including an engagement party for two pups. He comments, “We met a woman who designed doggie duds and we featured them on the spot.” Giveaways are another great way to get a producer’s attention, so always offer to provide an audience takeaway. “We love to send the audience away with great products, and it’s another very inexpensive way for you to build brand recognition and promote a good feeling about your company,” says Noonan.