Put A Dog In The Picture

So your business has nothing to do with dogs? Here is why you should still consider using them in your photos!

The other day I was watching a commercial from a well-known lawyer in my area. Because he had been the subject of some negative news reports in the last few years, I usually roll my eyes when he comes on my screen.

But in this ad, he was filmed alongside his rescue dog. And the dog clearly loved him. There was a definite bond.

“Well,” I thought. “Maybe he is not that bad.” And just like that, I had a more positive view of this man and his practice.

Am I just a sucker for a cute dog? Absolutely. But am I alone? Not by a longshot.

Studies have shown that for most people, just looking at pictures of dogs improves our well-being. One recent study found that looking at dog pictures showed an improvement to a subject’s well-being in comparison to looking at political posts, or even funny posts.

Other studies have shown that seeing dogs increases a human’s oxytocin levels.

So what does all of this have to do with the photos you take for your business?

Well, if you want a magic wand to make people feel good when looking at your company's website or brochures, there is no greater secret potion than a dose of doggies!

The oxytocin that dogs increase is also referred to as the love hormone. This hormone increases in humans during romantic relationships and when they interact with young babies. So the chance that you can increase this feeling in people while they are viewing your marketing materials by adding a dog or two, is such a simple way to be remembered. You made them feel good. And people will often remember how you made them feel.

Headshots 

Then there is the case of the headshot. Why would you consider taking your own or your employee’s headshots with their dogs? There are a few reasons you should contemplate it:

1. Dogs will make the main subject seem more relatable.
2. Dogs will often relax the human subject during the photoshoot which will likey improve the shot.
3. The dog-human bond often shines through giving the photo that something extra.

While I have not come across research done specifically on professional headshots with dogs, the site photofeeler.com did a small survey to see how dogs affected how people responded to pictures used in dating profiles. So they were shown a picture of just a person, and then that same person with a dog. Not only did they find the subject more attractive in the picture with a dog, the respondents also found that in the pictures with a dog, the subject looked smarter and more trustworthy. 

Smart and trustworthy are two traits that can only help clients feel more confident when choosing a business or professional they want to work with.

And an added bonus: it can give people reaching out to you an easy ice breaker when they contact you about your services. “Was that your dog in the picture?” they might ask. Which allows you to develop a warm, personable rapport instantly.

Office Photos

So you want to show off your facility or offices? While that can be important for people to see, it can also seem sterile. However, there really isn’t a more perfect tour guide in that situation than a cute dog. What can be a bit mundane, can generate “awws” from your audience with the right photos. And people visiting your site may click on more pictures just to see where the dog guide ends up next. 

And unless you already have a relationship with your client, your goal with marketing materials is to make a memorable connection. This makes dogs a natural fit because most people enjoy them and relate to them. So they can make your pictures much easier to remember.

Pets are Proven Marketers.

Animals in general are good marketers, even if they have little to do with the product or service you are selling. 

Think about the world’s best spokespeople (spokes species?). The Geico Gecko, the Budweiser Clydesdales and the AFLAC duck all come to mind. They are memorable and adorable. But these companies have invested millions to create these images.

But without a draft horse-sized budget, dogs really are the easy choice. With the right treats and photographer, any dog can add a spark to your marketing materials.

Take Duke, the golden retriever spokesdog for Bush Beans. Duke was inspired by Jay Bush’s dog, Duketo. When it was suggested at a marketing meeting that Jay tell Duke the secret family recipe, he leaned over and whispered to his dog as a joke. It resonated. And 17 years after the character based on this interaction is still popular.

Another case in point is the Barkley family. You may recognize them as the family of retrievers that are used in the “Dog Tested, Dog Approved” commercials that advertise Subaru. While the dogs star in the commercials, they are doing very human things. Driving around town, running errands. Things any family can relate to.

And they are memorable. 

This ad campaign started when Subaru's advertising agency made a video featuring their own pets. The people at Subaru thought it was hilarious, so they put it on their website. It resonated with people, they started passing it along, and it took off.

This inspired Subaru to look into starting to use dogs in their advertisement more often. And now it has become a recognizable campaign for the company.  

In fact it has taken them in a variety of different directions. Including setting up adoption events at auto shows. And they also now sponsor several safety tests for pet products via the Center for Pet Safety. 

These popular ads (they have since grown to include dogs outside of the Barkley family) now have their own spot on the Subaru website, driving traffic to their site and often visitors will share these ads on their own social media.

So while thinking about how to connect with your clients, don’t forget the dog. He really is man’s (and woman’s) best friend!!