In this episode of the Grow with Evergreen podcast, we met Michael, the owner of two very different but connected pet brands.
Animal Crackers is a long-standing independent pet food store in Petersfield, Hampshire. Cantons Field & Focus is his new venture, offering specialist dog training and psychology services. Together, they form a business built on passion, expertise, and a deep love for dogs.
The challenge? Raising brand awareness across both without spending big on ads.
The marketing challenge
Michael’s marketing focus is simple: increase local visibility and make sure more people know about both businesses. With a bricks-and-mortar shop and a new service-based business, his marketing had to be smart, lean, and creative.
He’s not running any paid ads (yet), but he’s doing a lot right.
Smart local marketing without the spend
Michael uses Facebook and Instagram to share updates, engage his community, and post into local groups. But it’s the UPS Access Point idea that really stood out.
By becoming a UPS parcel drop-off location, Animal Crackers now appears on Amazon and UPS listings, giving the business a steady stream of new visitors. People come in to drop off a parcel and leave with pet treats, having just discovered a shop they never knew was there.
Small, smart moves like this create ongoing brand visibility, and Michael gets paid for the privilege.
How to scale with Meta ads (without overthinking it)
Aaron shared a practical plan for growing Animal Crackers’ local reach using just £5 – 10/day on Meta Ads. The approach:
- Target a 5 – 10 mile radius around the store
- Use a mix of content (product photos, store walkthroughs, “day in the life” clips)
- Focus on brand awareness, not conversions
- Run for 3 months and judge success by local footfall and revenue
This kind of hyper-localised advertising, backed by regular organic posting, gives independent stores a cost-effective way to grow.
Dog training meets YouTube strategy
Cantons Field & Focus is all about dog behaviour, but it’s also about educating owners. And that’s where YouTube comes in.
With his wealth of knowledge, hands-on experience, and incredible stories (including his TV-star sausage dog, Saffron), Michael is perfectly positioned to create engaging, helpful video content. Aaron’s advice:
- Film short videos answering common questions about dog behaviour
- Document training sessions and case studies
- Share behind-the-scenes stories from film sets and client work
- Use Shorts for reach, longer videos for authority
- Repurpose everything across Instagram, Facebook and email
YouTube is more than a platform, it’s a visibility machine for niche experts like Michael.
Going offline to build community
Michael’s also launching live Q&A sessions at local venues, starting with The Half Moon pub in Overton. It’s a great example of online and offline marketing working together.
Recording these events and uploading them to social media (especially YouTube) will not only extend their reach but also build trust and authority over time.
The takeaway
Michael’s two brands show what’s possible when you combine grassroots visibility with a deep understanding of your niche. Whether it’s becoming a parcel drop-off point or creating expert video content, the key is to play to your strengths, and never underestimate the power of showing up consistently.
If you’re a small business owner looking to raise awareness, start local, think practical, and share what you know. Because what feels ordinary to you is often fascinating to everyone else.
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