I was wandering the streets at lunch, when I came across a pink petition signing extravaganza.

The petition was to get lighting in official dog walking parks in Wellington (did you know currently NONE of our official dog walking parks has lighting at night or on dark winter days?). I vaguely recognised the brand that covered the stand where we were encouraged to sign the petition as Pet Angels.

Pet Angels is soon to be a major competitor of mine, when Verity and I start a company called WeWillLookAfterYourHandbagDog.com to fulfill our desire to be constantly surrounded by cute puppies without the 17 year commitment. (FYI, our prices will be very competitive, as we are not planning on actually charging at all for our dog sitting services).

However, despite the fact that we now HATE Pet Angels because they will be a competitor, we LOVE the way they Guerrilla market themselves. How clever to cotton onto one issue and make it their own. And be out on the streets as a major dog advocate, getting all these dog lovers onside, then slipping them a brochure.

Pure genius.

I was talking this morning about the joys of becoming ‘the guy’ on a particular issue in terms of marketing. If you find an issue you care passionately about AND that just happens to be relevant to your business, start creating a fuss. The media will soon catch on and you will be the expert in the area. Then you simply squeeze in a word about your company, and voila! everyone knows about it.

I like it how the traditionally boring world of pet services has caught onto this! Good luck an I wish you all the best for when Verity and I launch :)