[ SHOWGSD-L ] February Chairman's Report (from the AKC)
- From: "Peggy" <pmick12@xxxxxxxxxxx>
- To: <showgsd-l@xxxxxxxxxxxxx>
- Date: Sat, 9 Feb 2008 17:34:47 -0500
New York, NY - In an effort to help the puppy-buying public find responsible
breeders of AKC registered puppies, the Board has approved a program whereby
clubs can easily and proactively promote the AKC brand, AKC registration and
AKC breeder referral through local classified advertising.
This initiative which we have dubbed, "Demand AKC Papers" asks clubs to
place classified advertising, via newspapers, magazines, website or even
billboards, in their hometown markets to drive potential pet owners to newly
established AKC created websites such as www.demandakcpapers.com or
www.puppybuyerinfo.com. These new sites offer all the information a puppy
buyer could ever need and will work in tandem with traditional resources
such as www.akc.org, a kennel club's own web site or local club breeder
referral phone number as a way to educate the public about AKC and
registration benefits. This program also offers a benefit to clubs in that
it meets AKC educational requirements in part A of your club's event
application.
For more than a century, generations of American consumers instinctively
knew that "AKC papers" went hand-in-hand with a purebred pup from a
responsible breeder. But in today's environment, it is no longer sufficient
for us to assume that the average puppy buyer understands the value of the
AKC in the dog ownership experience.
The puppy-buying public is bombarded with "papers" issued by dozens of other
inferior registries with marketing ploys like similar looking initials,
seals, logos, and even pedigrees based on AKC's stud book. Add to that the
various new avenues of commerce they face, such as buying puppies from
seductive web sites sight unseen it's no wonder that potential pet owners
are confused and unaware of the real benefits of AKC registration.
Many proactive parent, specialty and all-breed clubs have already embraced
this idea. For example, just recently the Bernese Mountain Dog Club of
America, the Rottweiler Club of America and the Golden Retriever Club of
America, have taken out full page ads in the classified sections of glossy
consumer dog magazines to tout the benefits of getting a purebred dog from
parent club members. And I know that many more clubs routinely place small
classified ads in their hometown papers to help local residents easily find
a breeder in their community. It is this type of grass roots outreach that
we feel can have a positive impact
when implemented en masse all over the country, and that's why we are
putting this initiative forward now and making it as simple as possible for
clubs to participate. The "Demand AKC Papers" tool kit we provide at
http://www.akc.org/clubs/club_communications.cfm
includes sample ads and "how-to" instructions on reaching out to local media
outlets to get the best price ad placement for your ad as a community
non-profit.
Finally, we believe this program is a wonderful alternative for clubs that
may not have the resources to meet some of the other educational
requirements because they face challenges such as staffing large educational
events or finding suitable sites. Working together is not only a win-win
situation for AKC and its affiliated clubs but for the American public
looking to add the healthiest and happiest newest member to their family. We
want to ensure that the easiest way for them to guarantee a successful
experience is to "demand AKC papers" when purchasing their next purebred
puppy.
Sincerely,
Ron Menaker
Chairman
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