7 Min Marketing With Pam Didner

I am a firm believer that the function of marketing is to grow business and support sales. Great story telling, wonderful commercials, and fantastic events all sound great, but they need to have calls-to-action that tie with sales directly or indirectly. Otherwise, they are just some marketing fluff. I met Jenny, CEO for 3 Busy Dogs, a company that makes beer for dogs. Yes, you hear me right.  Beer for dogs, but no-alcohol. The company is small, so she doesn’t have a big marketing budget. To create buzz, she relies heavily on user-generated content on social media and co-marketing. User-generated content such as pictures of owners and their dogs hiking, watching TV or simply just spending time together, drinking beers and living it up. You know, cute dog and cat pictures garner tons of likes and shares. Any free media impressions are good media impressions. Jenny also focuses on co-marketing. She doesn’t do co-marketing for the sake of doing co-marketing. Whatever co-marketing she does, it has to sell her pro