Welcome back to The Official Dog Blog. Aim To Beginn, LLC is documenting the creative concept of the Official Vick Dog Chew toy through the internet. There are many stories about how the concept was created, but there is only one way to know the truth: listen to the actual creator.
OK, so we REALLY have interest! Good! We have interest in a product that is not yet available. Bad? Not really. A challenge, but not a bad thing. This story takes you through how I created The Official Vick Dog Chew Toy.
Before this endeavor, I NEVER had any intention on creating a dog chew toy. Being a pet owner, I had purchased several dog toys in my life, but really paid no attention what so ever to the make up of the product. I purchased what my pets liked.
So, we need a product. One thing was clear. We had to create a product that fit our original description. One that would drive sales to support our mission and our vision. An absolute MUST was the creation of a toy that was in a likeness of the one originally advertised and now being purchased by thousands. So, how do you do this? This is when the creativity really kicks in. I begin by contacting those that produce these products every day; the toy manufacturers. The first question that I was asked is this: What do we want the make up of the toy to be?
Now, I had a concept, a mold if you will, but had not given much thought to the physical make up of the toy. What I quickly found was that far beyond a likeness, style, conceptual figure, I had to make up my mind as to what “type” of dog chew toy I wanted. So, again with the homework. A quick stroll through any pet isle or pet store and you will quickly find that there are many different products available. Nylon, solid cavity, hollow cavity, hard rubber, soft rubber, rope, nyla-bone. Great toys, but what should be the physical make up of The Official Vick Dog Chew Toy? Take also in to account the daunting task of finding a compound and a make up that would both satisfy aggressive and passive dogs was a challenge. I wanted this toy to be the DOGS toy. Not just a pit bulls toy, not just a little dog’s toy, but a toy that would appeal and be enjoyed by all dogs. That was extremely important to me. I knew that I could not produce multiple styles of toys, so I had to find a compound and makeup that would satisfy all dogs, regardless of breed or habit.
Hollow cavity, no squeaker! Why? Hollow cavity offers the most detail options and dogs don’t squeak! I was not making a round ball or molded dog bone, (or a pink pig with a number on it like a minor league baseball team came up with). I was making a statement. I had a mission and had a focused approach to what I wanted to do. I was not thinking of a quick hit or a simple marketing ploy aimed at gaining temporary response or notoriety. I had a goal and it would not come true if the product did not support and sell itself. A hollow cavity, medium rubber chew toy was the only way to produce a toy that I was satisfied with.
The lesson is this: It is very important that you investigate every option, become intimately knowledgeable about all aspects of your product, and do your research. Know the difference and investigate the unknown, as well as the all available options.
I will talk in detail in a future chapter about imposter products that attempted to identify themselves as the original and mimic The Official Vick Dog Chew Toy. However, a few quick learning points that lead to the failure of imposter products:
1) Do your research before your advertisement.
2) If you promote it, produce it. Never promote anything that you cannot or do not plan to produce.
3) Do your research up front and never compromise. Know what the stakes are and NEVER compromise on what you have promised or advertised.
I appreciate your interest in my story.
Tags: awareness, chew toy, dog, michaelvickdogchewtoy, officialvickdogchewtoy, Philidelphia, vickdogchewtoy
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