Dog Training Business Could be HUGE on YouTube

In this episode of the Grow with Evergreen podcast, we welcomed Michael, the owner of Animal Crackers (a long-standing pet food store in Petersfield, Hampshire) and Cantons Field & Focus (a newly-launched dog training and psychology brand). With one established business and one new venture, Michael joined us to discuss how to grow brand awareness and reach more pet owners without breaking the bank.

Meet the brands

Animal Crackers:

• Independent pet food shop, running for over a decade in Petersfield
• Focuses on high-quality nutrition and service, not supermarket products
• Located just outside the town centre, next to two busy veterinary practices

Cantons field & focus:

• Dog training and psychology service, launched this year
• Specialises in behavioural work, gun dog training, and even TV/film dog work
• Offers both in-person and Zoom-based training to clients

Key marketing challenges

• Increasing local brand awareness for both businesses
• Communicating specialist expertise, especially for dog training
• Supporting independent business growth with minimal ad spend
• Managing time and resources with a small team

Smart ways to build awareness on zero budget

Become a local hub:

• Michael uses Animal Crackers as a UPS Access Point, appearing on Amazon and UPS listings
• This draws in locals for parcel drop-offs, raising awareness and generating footfall
• Many visitors discover the shop by accident and end up making purchases

Leverage local facebook groups:

• Share posts in local community groups to reach nearby pet owners
• Run small competitions and giveaways to spark engagement
• Focus on regular, authentic updates that showcase the team and store

Create “shareable” moments:

• Give away product samples or run quizzes to encourage sharing
• Capitalise on the pet industry’s strong community spirit

Practical paid media tips for local pet stores

Start simple with Facebook/Meta Ads:

Use super-local targeting focus on your town and a 5–10 mile radius

Mix up your creative:

• Product photos
• Storefront walk-through videos
• “Day in the life” behind-the-scenes stories
• UGC and reviews from happy customers

Don’t overcomplicate things: start at £5–£10/day, run for 3 months, and measure impact by changes in footfall and sales

Messaging ideas:

• Opening hours and parking info
• Pet food brands stocked
• Unique services (e.g., local delivery, expert advice)
• Testimonials or stories from local customers

The power of educational content for dog trainers

Leverage YouTube for brand authority:

• Film videos answering common dog training questions (“Why is my dog pulling on the lead?”, “What’s the best recall technique?”)
• Share training tips, client stories, and showcase unique approaches (like dog psychology)
• Document TV/film jobs for a behind-the-scenes angle
• Repurpose content for Instagram and Facebook as short-form clips

Host local events and document them:

• Run Q&A evenings or demonstrations at local venues
• Record these events and upload highlights to social media and YouTube
• Build relationships with local businesses (e.g., pubs, community centres) to extend your reach

Industry insights: what makes pet brands stand out?

• “FOMO” (Fear of Missing Out) and curiosity-based ad hooks get the highest engagement
• Consumers want to learn, not just be sold to education builds trust and credibility
• Authentic storytelling and visible expertise set you apart from faceless online retailers

Pro tips for small business owners

• Don’t be intimidated by digital marketing start small, keep it local, and learn as you go
• Rely on a variety of marketing channels, not just one (“BEAR” = Brand, Email, Ads, Referral)
• Use your unique knowledge and personality to create content what’s ordinary to you is fascinating to others
• Measure success by real-world impact: more footfall, more sales, more enquiries

Final thoughts

Michael’s story shows that with creativity and a hands-on approach, it’s possible to build real brand awareness online and off without a big budget. Whether you run a shop, offer training, or both, focus on what makes your business different and keep showing up for your local community.

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