If you want an example of knowing your audience, Dairy Queen’s Pup Cup may be it. The local establishment sells ice cream, of course, to owners of dogs who want to provide a treat for their canine “kids.” But to make the item special the DQ includes a Milk Bone on top.

That bone is not there for the dog; it’s there for the human. It’s not as if the dog is asking for either the dessert or the treat, but by catering to the pet parents Dairy Queen can generate additional business for itself from those who want to spoil their companions.

Think about who your true influencer is. The dog may be the end user, but the human is the one handing over the cash. Whose tail should you try to make wag?

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