Tewkesbury firm steps up national personalised card war
A TEWKESBURY-BASED company is stepping up the personalised card war with wider TV advertising coverage and a larger range of Valentine's Day products.
TheDogs'DooDahs, based on Tewkesbury Business Park, has ramped up its £250,000 television campaign in the run-up to February 14 to cover the whole of the country.
The company has made the move to compete with rivals Moonpig and Funky Pigeon, who are thought to spend in the region of £10 million between them in TV campaigns.
Dogs'Doodahs has also grown its humourless card range, which includes serious poems and love messages, in time for Valentine's Day.
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The latest TV campaign ran from January 27 to last night.
Managing director Tony Spooner said: "We are testing our TV commercials. This is the first-time we're going national.
"Obviously we can't compete (in advertising spend), but we think we offer a better quality of product."
The business has doubled in size over the past 12 months and aims to double again over the next year, while 90 per cent of sales are made in the UK, orders have been received from around the world and they are exploring the expat markets further.
Tony added: "In the medium term, we are looking at the expat market.
"If say, someone was going to live in Australia for a couple of years and wanted to send a card to family or friends, they could use us instead of buying a card over there and having to think about posting it."
Around 25 per cent of sales are made online, while the rest are through retailers and high street stores.
The company has moved more staff onto the production side and now 50 per cent work on the online business, compared to a third six months ago.
"The retail side will always have appeal," Tony said. "People are always using shops. There is no question that although retailers like Clinton Cards have had problems in the last 12 months, this is still a big part of our business."
Tony said demand for special birthdays, such as 30th or 50th, did well online while general birthday cards performed strongly in shops.
The company's strategy over the next 12 months will be decided following the results of the TV campaign and sales over Valentine's Day.