Trendsetters Press Release

DOGS GO GREEN – AMERICANS WANT SAFE AND ECO-FRIENDLY PRODUCTS FOR THEIR PETS, TOO
There’s an abundance of ways to protect our dogs and the earth

Los Angeles, CA – Why worry about contaminants and hormones in pig ears and synthetic plush toys when there are veggie hides to chew on and dog toys made with non-toxic natural fibers and recycled materials? And while you’re at it, share the good, green life with less fortunate pooches. We at Alpha Dog PR researched some of the latest trends and here’s the scoop:

  • Walk for the Underdog –The 4th Annual Walk for the Underdog is the biggest dog pack party on the planet and benefits 30 rescue organizations. During the walk on Sunday, May 18, hundreds of “top dogs” and their human companions will parade through the streets of Los Angeles, to raise money for the “underdogs” who still await rescue. Hundreds of fantastic dogs will be available for adoption during this day of non-stop fun. Live music, dog agility, a silent auction, unusual vendors and fantastic food make Walk for the Underdog a day you’ll never forget! Bring granny, bring baby, bring the doggies. Guaranteed fun for all. Call 323-463-8650.
  • And before you walk for the underdog, compete in the first-ever Leader of the Pack contest and win a Mommy & Me Massage worth $245.00 (gratuity not included) from the luxurious Luxe Hotel on Sunset Boulevard, an urban resort in Brentwood, CA. Visit walkfortheunderdog.org for information on the contest, then check out the hotel at luxehotelsunsetblvd.com. Call 310-476-6571.
  • Read My Paws designs 100% organic cotton human and doggie tees to match the lifestyles people share with their dogs. We’re featuring their Green Paws collection with sayings, such as “Recycle. Adopt a Dog;” “Go Green. Get a Hybrid;” and “Save Paper. Use a Tree.” Call 866-934-5320.
  • Pet Stroller – Pet Gear Inc. has been manufacturing products for babies since 1936 and is now providing products for the other “baby” in the family–your pet. The Pet Strollers are ideal for the family dog who can’t go the distance on those long hikes; for pets recovering from surgery; or simply for a Sunday afternoon stroll on the promenade. Folds down in seconds and includes a wind and rain cover. Call 877-752-9123.
  • While you’re tooling around in your Prius, be sure to buckle up your best friend with a PetBuckle seat belt harness. This is the industry’s first automotive quality seat belt harness for pets, designed to provide crash-tested safety. Unrestrained pets can cause serious harm to your beloved four-legged family member or to other passengers if the pets are launched during a crash. PetBuckle harnesses are made with seat belt buckles, latches and adjusters and are tested using the same equipment used to test child restraint component systems. Call 888-937-4626.
  • The Honest Kitchen not only offers 100% human-grade dehydrated raw pet foods for dogs and cats, but recently unveiled a brand new packaging solution that is sensitive to the environment, safe and protective for its food-grade contents, re-sealable, economical and beautiful. Materials usage and waste is reduced with a recyclable minimalist, unprinted barrier bag that efficiently protects the food inside. The bag is fitted with a fold-down “coffee tie” that keeps food fresh after opening. The 100% recycled box is made from unbleached kraft paperboard, printed with soy-based inks and is 100% biodegradable or recyclable after use. “The earth is a precious resource and food safety is top on our list of priorities,” says Lucy Postins, the company’s director of marketing. Call 866-4-DRY-RAW.
  • DOGSWELL® has introduced VEGGIE LIFE™, a new line of products featuring sweet potato chews, and banana, apple and sweet potato wrapped in 100% all-natural chicken breast. They are available in two of DOGSWELL®’s most popular formulas: HAPPY HIPS®, fortified with Glucosamine and Chondroitin for healthy hips and joints, and VITALITY™, fortified with Flaxseed and Vitamins A and E for healthy eyes, skin, and coat.  These treats are highly digestible, high in vitamins, minerals, and nutrients, and low in fat, calories and sodium. In addition, sweet potato is significantly high in fiber and low in cholesterol, and it serves as a wonderful natural alternative to rawhide and chew bones. The DOGSWELL® product line also includes all-natural fortified jerky treats made from cage-free chicken or duck, beef liver, and lamb & rice; all-natural grain-free canned food for dogs; and even CATSWELL® treats for cats!  Find DOGSWELL® products at independent pet stores, natural food stores, and select grocery stores, or go to dogswell.com, or call 888-559-8833.
  • Simply Fido’s Organic Pet Toy collection provides healthy alternatives for your canine companions and promotes safe and fun play. The cotton is organically grown, the fibers are unbleached, untreated and unprocessed using only natural extracts from plants and minerals, such as gardenia seed, clove and chestnut bur, to dye our fibers. The fabric is naturally softer than regular cotton due to improved soil fertility and harvesting methods. With Simply Fido™ toys, your pet’s toxicity and allergy levels are greatly reduced. Call 718-383-0453.
  • Skamper-Ramp® is the animal water escape device that safeguards against pets or wildlife drowning in your pool or walled pond by helping them to get out on their own. The product is recyclable and 100% made in America with pride! Skamper-Ramp comes in two sizes: Original and the new blow-molded Super Skamper-Ramp®. This patented, award-winning (and deceptively simple looking!) device is attractive, affordable, lightweight, versatile, robust and works even when no one is there to help! Call 877-POOL-PET.

Contact:

Alpha Dog Public Relations
Susan Hartzler
(818) 998-6299

Past Releases

Trendsetter Products

News Flash!

As a way to highlight the latest trends in the pet industry, we have created a cost-effective method of getting some of the world’s best pet products and services in front of an A-list of media outlets through targeted mailings and press release distribution.

By participating in Alpha Dog’s special Trendsetters packages, companies are given the opportunity to showcase their products along with other high-end pet-related goods and services. Trendsetters offers a more affordable alternative to a full-scale campaign by bundling your product with other companies. It is also a great way to capture media attention as outlets frequently look for trend stories and being part of a larger story will get noticed.

Alpha Dog PR Mailer Calendar

January/February – Necessity is the Mother of Invention. Special focus on products that were invented by pet owners to solve a real-life problem they faced. Mailer will be targeted to feature news and pet consumer outlets. Deadline for shipment: Products due January 11 for shipment January 17.

March/April – Pets on the Red Carpet. Products included in this mailer have been featured on TV shows, movies, or used by movie stars’ pets. This mailer will concentrate on entertainment outlets in multimedia including Entertainment Tonight and US Weekly. Deadline for shipment: Products due March 13 for shipment March 19.

May/June – Dogs Go Green. This focus on the green movement in dog care goes to environmental publications and lifestyle consumer outlets, as well as top TV outlets. Deadline for shipment: Products due April 15 for shipment April 22 (Earth Day).

*June – Trends for Pets and the People Who Love Them. Hot, new trendy Special Edition items. Deadline for shipment: Products due June 10 for shipment June 13.

July – Political Pet Trends. A goldmine of political pet bandanas, toys and treats in this Special Edition Trendsetter promotion targets a media A-List that includes news magazines and newspapers, such as Newsweek, Time, The New York Post and The Washington Post, as well as the usual TV morning and afternoon talk shows. Deadline for shipment: Products due June 27 for shipment July 1.

July/August – Classes and Training. This mailer features innovative classes and training schools that take a new approach or offer unique and specialized classes. Targets consumer pet publications and animal television shows. Deadline for shipment: Products due June 20 for shipment June 27.

September/October – Wild and Wacky Pet Products. In preparation for the holidays, particularly Halloween, this special mailer highlights products and services that cater to the wackier side of pets and their owners. Deadline for shipment: Products due August 15 for shipment August 20.

November/December – Best of Holiday Trends for Pets/ New Years Resolution. Focus is on top 20 television talk-format news shows including The Oprah Winfrey Show and The Ellen Degeneres Show. Deadline for shipment: Products due October 15 for shipment October 22.

*NOTE: We will highlight hot, new trends in Special Edition Trendsetter promotions as they present themselves.

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So Exactly Who Is Reading?

The Media
Reporters and editors rely on feature copy in two ways. First, there are those who are looking for articles that can be used verbatim either in print or online. Second, they seek out story ideas for other articles.

Consumers
Many of our press releases are picked up in a variety of media verbatim. We like that because that means we are getting to the desired end users, consumers who are in a position to act. Our well-written Trendsetters features include a compelling headline about the monthly topic with bullet points for each product or service included. We limit each box to 20 participants so your information will not be lost in the shuffle. Appearing with several other items is a good way to attract media attention because they are always looking for trend stories. Two things is a coincidence, three or more a trend!.

Bloggers and Other Web 2.0 Users
Blog directory are an endless source of publicity. True, most of them are full of random musings that are rarely updated or read by anyone but their author and maybe their Mom. However, a growing number have devoted followings, especially those that specialize in a product, place or cause that you may just happen to be writing about. Not only can they influence their readers, but also reporters trolling for stories.

The Bottom Line
The competition to get noticed by journalists and consumers has never been more intense or frustrating. Trendsetters Packages offer a great way to get noticed!