Editor Susan Chaney discovers more about the Dalmatian Club of America’s performance event in her interview with the chair of the club’s road trials committee. Road trials give fanciers the opportunity to honor their breed’s historic connection with horses. Find out about the Coaching Certificate for rookie Dals, and learn about the five exercises required to earn the Road Dog and Road Dog Excellent titles.
A newspaper ad for a local animal shelter got me thinking about how marketing influences consumers. With one photo and a few select words, the shelter successfully targets a very specific demographic of potential “pet partners.” Find out how one little character’s approach to finding a home could be modified to spread the word about purebred dogs.
Be sure to check out our photo galleries, where you’ll find recent winners and candid snapshots from shows held near and far. Just click on Show Scene below the masthead banner, or select any of the images in the left-hand column of our home page.
Editor in Chief
Everything Is Marketing
By Dan Sayers
An advertising executive I once knew built a successful agency on the principle that every business is in the promotions business. “Everything is marketing,” he would say, understanding that a potential customer’s perception of a product or service was no less important than the actual product or service itself. In fact, when it came to his line of work, the perception was what mattered most. more
Dalmatians Go the Distance – II
By Susan Chaney
Dalmatian lovers know that the breed’s history is one of hard work and endurance. The distinctively coated dogs ran alongside carriages protecting the precious cargo within – their masters. Modern breeders and owners keep this tradition alive by participating in activities such as the Dalmatian Club of America Distance Log Program and Road Trials. more