An Internet search for the origin of the expression “work like a dog” returned only speculation as to the time period the phrase was first used. Certainly, it was long before Lennon and McCartney used it in the song A Hard Day’s Night in 1964. Dogs were the first domesticated animals that were put to work—pulling milk carts, for example—for their human masters and from that era surfaced other sayings such as “a dog’s life” (early 16th century) and “dog tired” (1800s).

White Dog Promotions’ “Doc” has contributed to the employee morale and overall harmonious atmosphere at this Mo.-based promotional-products company.

Today, most American dogs have been elevated to the status of pampered pets. And we, as a society, will do anything for our furry friends. Even at the depth of the ongoing tough economic times, the pet-supply and pet-care industries are still being touted as “recession-proof.” It seems that caring for a canine companion has become as emotional and as much a civic responsibility as raising a child or tending to the needs of the elderly.

But what of we in the decorated-apparel industry? Can we leverage the devotion to man’s best friend to promote and grow our business? Let’s explore the ways, shall we?

Dogs of our lives

Meet Doc, a Shih Tzu mix, which inspired the name of Kammie Teter’s company, White Dog Promotions, LLC, in Columbia, Mo. The family-owned and operated enterprise is dedicated to helping businesses effectively advertise through promotional products, including embroidered and screen-printed apparel. Teter shares: “Since screen printing and promotions are fun ways to advertise, we wanted the business name to reflect our friendly and trustworthy company culture. We started the venture out of the basement and were concerned that customers wouldn’t take a home-based business named after a dog seriously.” At a business conference, a counselor from SCORE (Service Corps of Retired Executives) approached the White Dog exhibit and inquired about the origin of the name and logo. During the ensuing conversation, Kammie asked him about her home-based concern. His reply: “Don’t change a thing. The branding image is memorable and a winner.”

Today, White Dog runs out of a commercial location in a high-traffic street, so Doc isn’t at the shop every day for fear of wandering out and being run over. But when he is there, he contributes in unique ways. He interacts with both employees and customers—bringing a smile to most people’s faces—and waits patiently for the UPS driver, who usually has a treat in his pocket.

“Hollister,” official shop dog at MN Designs not only keeps the personnel in stitches, but also stands in as a model during official, promotional photo shoots.

Doc has a funny quirk of sneezing when he wants some attention. One day, Teter was meeting with a good client to discuss an order and Doc decided to join in by sitting in the corner, sneezing repeatedly. Teter knew she wasn’t going to tend to Doc’s request right then, so she chose to block out his distraction. At the meeting’s end, the client inquired to Doc’s allergies and wanted to know what medication he was on. The question took Teter by surprise, since Doc wasn’t sick, but she soon realized that the client had been taken with Doc and was concerned for his wellbeing. Later she thought, “Maybe that was Doc’s way of reminding me to tell the customer about our over 700,000 products, outstanding customer service, and attention to detail. But, more likely, he just wanted to be petted.”

The dog’s picture is on the most frequently hit page of the company’s website—www.whitedogpromos.com—and, each September, when White Dog hosts an open house for customers and prospects, marketing materials that feature Doc’s likeness and pet-related promotional products—such as dog wear and reflective items—are event specials.

Canine inspiration

MN Designs of Lexington, S.C., is a wholesale sign, digital graphics and screen-printing supply company that sells inks, blank media, and other supplies to qualified resellers, along with sign and screen-print shops. Like many other supply houses, MN strives to offer the best selection of products and friendly, prompt service. But its unique marketing and management weapon is Hollister, a six-year old chocolate Lab, who has his own blog on the company website—www.mndesignsinc.com.

According to MN Designs owner, Marsha Newman: “Hollister looks forward to going to work every day. He greets the customers, both young and old. He loves all of our employees and they love him. Whenever he is really fond of someone, he sounds like he’s crying. As a retriever, he always has something in his mouth, even if it is just a piece of banner material. This makes everyone laugh because he is such a goof ball. Employee morale is pretty high because he is really everyone’s dog!”

Hollister’s official caretaker is Kelly, Newman’s daughter. When opportunity arose to produce some marketing photos for the catalog and website, Kelly suggested Hollister be the spokes-model, and he came through in a big way, posing by the printers, by banner material, by a vinyl rack but, when asked to don a promotional T-shirt, clearly told the photographer he had gone too far, by pouting in every shot.

Like Doc, Hollister has a special relationship with the UPS driver. Precisely at 3:30 p.m., he is poised at the dock doors to jump into the brown delivery truck, and won’t return to work until he gets his treat. Says Newman, “This is a daily occurrence we think our UPS driver looks forward to.”

Hollister has also inspired a new product line for MN Designs. The company manufactures canvas prints of dogs—both traditional and pop art—and a percentage of the proceeds go to the Wescott Pet Rescue. “This is another morale boost for everyone in the company because we have a corporate purpose: to help homeless pets get the help they need. There is no measure of how much Hollister has given to our company. It would be a completely different business if we didn’t have him as our mascot. He shows love to everyone and the return has been immeasurable.”

Mailman-lovin’ dog?

This Heinz-57 mutt “Sadie” replaced a deceased shop dog of 13-year standing but, in a short time, melted the hearts of all.

In 1996, Ken and Lorna Jones started the Jones’ Rustic Sign Company in Dayton, Ohio. Back then, the shop dog was Dakota, but after 13 years of fun-loving life, Dakota crossed the Rainbow Bridge to an even happier, peaceful resting place. To their surprise, when the Jones family returned to work without Dakota, the employees were sad at her passing and grieved openly for several days. About a month later, one employee said that a neighborhood family was trying to find a home for a puppy and asked if the Joneses would be interested. It was love at first sight when Sadie, a Heinz-57 mix, came into the shop and became its newest worker.

Sadie says “good morning” to every employee at the start of the day, and draws the workers together as a team with her alerts of visiting customers or vendors, and playful attitude. The company even gets a discount on its electronic security alarm system because the motion detectors and alarms were an “upgrade” from an existing security system: Sadie the watchdog. Jones still marvels at how this pooch senses visitors while laying on her side on the floor and with her eyes closed most of the day.

The only “areas for improvement” on Sadie’s work-performance development plan are (1) to stop begging for food at all-employee meetings and (2) to cut down on her all-too-frequent potty breaks requiring someone to take her outside, slowing down production. Still, the dog’s contribution to the shop far outweighs her shortcomings. At three p.m. each day, she makes her way to the front office and sits by the door, waiting for the mail to arrive. When the truck drives up, Sadie and Jones head out to check the box. Sadie takes the day’s mail in her mouth and trots back to the office manager, who rewards her with a treat. If a package is being delivered and the mail carrier walks it to the office, Sadie is disappointed that someone is doing her job; accordingly, the mail carrier drops the boxes on the desk and hands the envelopes to Sadie.

Sadie, now seven years old, has her picture in the company catalog and has inspired a line of signs featured on the company website—www.jonesrusticsigns.info. On some days, employees are even permitted to bring their pets to work.

Every June, Pet Sitters International encourages businesses to participate in “Take Your Dog to Work Day”; 2009 marked the 10th anniversary of the event. In its inaugural year, 300 companies participated. Check out their website—www.takeyourdog.com—for more details.

There are many other great ideas of positioning your business as being dog- or pet-friendly, even if you don’t want or can’t have animals on the production floor:

Sponsor a pet-rescue group. For example, the not-for-profit group Adopt-a-Golden Atlanta (www.adoptagoldenatlanta.com)—the seventh largest such group in the U.S.—will rescue close to 500 Golden Retrievers and Great Pyrenees this year and acknowledges, on its website, the sponsors of heartworm treatment—a $500 expense—for those orphans that require it. AGA spends nearly $700 on wellness exams, medical care and training for each rescued Golden and, on average, collects only about $350 for adoption fees for dogs that are placed in permanent homes.

Donate time and food to a pet soup kitchen. Believe it or not, there are animal soup kitchens around the country for families that need to divert their depleted funds to human needs and don’t have enough money to feed and care for their pets. Daffy’s Pet Soup Kitchens (www.daffyspetsoupkitchen.com) was started in early 2008 in Lawrenceville, Ga., and is dedicated to keeping pets with their families, rather than being forced to turn the pet over to animal control pounds, rescue groups or, worse, letting them loose as strays. Today, Daffy’s has—or is in the process of setting up—pet soup kitchens in Ariz. Iowa, Mich., N.J., Okla., Pa. and S.C.

Clearly, though they might not translate directly into dollars on the bottom line, forging business relationships with man’s best friend offers a wide variety of pay backs.

Good luck!

Broad Strokes

This month’s broad strokes include:

Even in tough economic times, the pet-supply and pet-care industries are thought to be recession-proof. Caring for a canine companion has become nearly as much a civic responsibility as raising a child or tending to the needs of the elderly.

Dogs have been used to contribute to the name, marketing and running of businesses with very positive results: name-brand recognition, eye-catching photos in catalogs and on websites, and improved employee morale.

Dogs have inspired product lines such as pet wear, reflective items for safer nighttime walks, and rustic signs.

There are many other great ways to position your business as being dog- or pet-friendly—such as sponsoring pet-rescue groups––even if you don’t want or can’t have animals on the shop floor.