Crufts is without a doubt the biggest and most prestigious dog event in the UK. Hosted in Birmingham and running for four days, the event sees over 22,000 dogs compete and 162,000 visitors attend. Beginning in 1891, Crufts has a strong heritage which dog lovers all over the world respect. It also has a huge TV presence, being shown on Channel 4 every year. Mintel statistics show that nearly half of UK dog owners engage with Crufts in some way.
It’s safe to say Crufts claim a huge space in the world of dog lovers, providing a large opportunity for marketers in the industry. Crufts sports a huge doggie exhibition show, where dog brands can show the world what they’re made of. The nature of Crufts is predominantly about grooming your pooch, owners are inspired to give their pooch the best grooming routine possible.
A study shows that those who enjoy watching Crufts are more likely to take pride in their dogs’ appearance than those who don’t. This is a brilliant opportunity for food brands, toy brands, clothing brands, and every dog invention you can think of – as the audience of Crufts is so specific and niche. The competitive element of Crufts also brings excitement to both brands and dog owners to be the best they can be.
Advertising campaigns around Crufts often benefit from the visibility and the audience’s desire to have the most prestigious grooming routing or the most stylish dog products. Advertising spaces surrounding the televised dog competition are perfect for promoting high-end pet products, which many brands fight to make use of. Readership of pet magazines skyrocket (as we know first-hand with our owned media including Dogs Today Magazine and Dogs Monthly Magazine), and advertising becomes far more important and influential.
After the Crufts show, advertising and influence are rife. A quarter of pet owners believe it’s important to stay up-to-date with the latest pet accessories, which hits its peak just after Crufts season, as people are left with the aspirational perspective to have the most preened pup possible.
Crufts has been and gone for 2019 and the winners have now been crowned. The Best in Show winner was Dylan the Papillon, who sported beautiful, well-feathered ears. We think he’s a very worthy winner!
It’s tricky to get your advertising right after Crufts, but if done correctly, you could have incredible results. Brandshare have been in the industry for over 28 years, and we know what people are looking for post-Crufts. If you feel like you could benefit from our services, please drop an email to louise@petsubjects.co.uk or give us a call on 01276 858 880 – we’re always happy to help.
