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But passionate pet owners do not necessarily equal lots of Web traffic, according to Nielsen Online's tracking.
By making the Purrfect Bistro cat character a foodie, the campaign should "appeal to that passionate pet parent" who is more than likely a foodie when it comes to what he or she eats, Mr. Brace says.
Compared to rivals, "PetLawn has a better look, style and size," says Craig Saling, former merchandising manager at the Passionate Pet store chain, which began stocking International Pet Solutions products in January.
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So many people are passionate about pets -- do you think there's a way to harness that interest to get people more passionate about the environment?
"I read a lot and heard a lot from people who felt shamed about their passion for their cat and have said that this attention and this ability to be passionate about their pet online has allowed them to be more vocal about it".
She is also a passionate advocate for pet rescue and Pit Bull Type Dogs, and speaks ardently on the subjects in many different forums.
People are passionate about their pets.
By aligning with such a large and passionate group of pet-owners, Instinct touches a nerve with a lot of people.
And "there's not a more passionate group around" than pet owners, he said, adding that many of his guests with pets have been solo travelers (there's a $45 cleaning fee a night).
Get passionate about passion.
She is passionate about her vision for pet products.
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CEO of Professional Science Editing for Scientists @ prosciediting.com