Discover essential strategies for breed promotion, from mastering the Breed Standard to crafting impactful talks, for exhibitors and judges.
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Promoting your breed is not just about winning ribbons and titles; it’s about preserving the essence and quality of the breed for future generations. At Dog Show Mentor, I combine tried-and-true methods with new and unexpected ones for effective breed promotion.
As an owner handler, you play a crucial role in educating judges, fellow handlers, and the public about what makes your breed special. Your advocacy can influence perceptions, inspire admiration, and ensure that the breed’s actual characteristics are recognized and valued.
At Dog Show Mentor, we believe that crafting a compelling two-minute Power Talk about your breed using the language in the Breed Standard is an essential step in the process. Whether at dog shows or other venues, your dedication to mastering breed promotion can make a significant impact. You never know if the person you’re speaking with may become the next maven in the breed, either yours or his/hers.
Here are several key steps for exhibitors and judges to implement which can assist in supporting the promotion of any breed.
The Breed Standard is the blueprint for your breed. This is why I created The Winning Formula: The Blue Ribbon BluePrint at Dog Show Mentor. As such a blueprint, your breed’s Standard outlines the faultless specimen as the benchmark for judging and breeding. Mastering the Breed Standard is crucial for effective advocacy.
Study the Standard thoroughly, breaking it down into manageable sections. I like to read every word to make sure I understand what the framers of the Standard were trying to communicate to those they were training. Your Standard is as crucial to your breed’s future as The Constitution is to the United States’ future. Do whatever you need to do to memorize key points. Regularly review and update your knowledge to stay current with your parent club’s attempts to change it.
Practice quoting key parts of the Standard in conversations with other breeders. For instance, you might say, “According to the Breed Standard, our dogs should have [an oily coat] [a specific quality], which ensures they are well-suited [with a water-repellant coat while working in water] [for a specific purpose].” This demonstrates your deep understanding and commitment to maintaining breed quality.
There’s a lot to say in two minutes, so allow yourself some leeway in the amount of time it will take to complete. However, shorter is always better in terms of impact and retention. We are not talking about a 90-minute mentoring session; this is an impactful introduction to your breed. A teaser of sorts!
Start identifying the core hallmarks of your breed by closely studying the Breed Standard and consulting with experienced breeders. For example, if your breed is known for its profuse double coat, fall over the eyes, and large, flat, snowshoe feet, these should be mentioned at every opportunity.
Start identifying the core hallmarks of your breed by closely studying the Breed Standard and consulting with experienced breeders.
Emphasize these hallmarks when speaking with judges, fellow exhibitors, and the public. Relate anecdotes and historical context highlighting the breed’s unique attributes, ensuring that others understand and appreciate the breed’s defining qualities. For example, the late Sue Vroom spoke of the Tibetan Terrier as needing its “large, flat, snowshoe feet so it can leap upon the back of the pack animal, balance upon it, and urge them forward through the snowy mountain passes of Tibet by barking!” Creating a mental picture for someone using memorable words will have the most impact.
A well-crafted two-minute Power Talk, often called The Elevator Pitch, is your opportunity to make a strong, lasting impression. In the fast-paced environment of dog shows, having a concise and impactful talk can capture attention and convey the essence of your breed effectively.
With an emphasis on “short,” begin by focusing on the unique characteristics that set your breed apart. Highlight its history and distinctive traits. Practice delivering your Power Talk with confidence and enthusiasm, ensuring that your passion for the breed shines through. Keep repeating, out loud, the phrases that appear in the Standard. This approach informs and engages your audience, leaving them with a lasting impression of your breed.
Let’s take this system further and apply what you have learned to your dog.
Identifying, and articulating, the virtues of your dog is essential for promoting your breed. Evaluate your dog against the Breed Standard, highlighting its strengths and unique qualities.
Showcase these virtues through professional photography and videos, capturing your dog in various activities and settings. Prepare a compelling narrative that emphasizes your dog’s achievements, temperament, and conformation.
For instance, you might say, “Our dog, [FIDO] [Dog’s Name], exemplifies the breed’s hallmark traits of [large, flat, snowshoe feet] [specific traits]. With [100 Bests in Show] [mention any awards or achievements], [FIDO] [Dog’s Name] has proven to be an outstanding representative of the breed.”
These techniques help to create a strong, positive impression, ensuring that others recognize and appreciate the virtues of your dog and, by extension, the breed.
Building relationships with owners of other breeds can significantly enhance your knowledge and experience. These connections provide opportunities to learn from others, share insights, and expand your network.
Initiate relationships by attending multi-breed events and shows, joining breed-specific and general dog clubs, and engaging on social media platforms. Be open and approachable, showing genuine interest in other breeds. Ask yourself what elements of breed type are similar or different.
I am often asked how I went from being a long-time Rottweiler breeder to a breeder of Tibetan Terriers. One assumes, because of size and coat, they are entirely different. In reality, they are much the same in their dedication to family, ability to hike all day, desire to do so, and temperaments: “a self-assured aloofness; [not given to] indiscriminate friendships.” —The Rottweiler AKC Breed Standard
These relationships can offer valuable perspectives on training, handling, health issues, and more. For example, a handler from another breed might share a unique training technique that could benefit your breed, or you might collaborate on joint events that promote both breeds.
A deep understanding of anatomy and movement is vital for evaluating and presenting your dog effectively. This knowledge not only helps you showcase your dog but also enables you to appreciate the qualities of other breeds.
Start by studying the conformation guidelines for your breed using resources such as books, online courses, and seminars. AKC has a great online course that’s free through their website. Compare the words in your Standard to those in anatomy and movement reference sources.
Apply this knowledge by practicing stacking and gaiting, attending Conformation classes, and participating in practice sessions. Understanding the conformation of other breeds also enhances your ability to engage in informed discussions and appreciate the diversity in the dog show world.
When I started judging in 2000, I became fascinated by Sighthounds because their structure is so different from that of Working breeds. Acquiring knowledge of Sighthounds made a monumental difference in my ability to learn about the diverse structure of all the breeds I judge. I am eternally grateful to all of my mentors.
A deep understanding of anatomy and movement is vital for evaluating and presenting your dog effectively. This knowledge not only helps you showcase your dog but also enables you to appreciate the qualities of other breeds.
Engaging in meaningful conversations with fellow breeders is a valuable way to share experiences, gain insights, and foster community.
Approach these conversations with an open mind and a willingness to learn. Share your experiences and insights, and ask thoughtful questions about breeding practices, health testing, handling techniques, and other relevant topics.
For example, you might ask, “What are your strategies for addressing [liver shunts] [a specific health issue] in your breed?” or “How do you approach training young dogs for the show ring?” These discussions can provide new ideas and perspectives that enhance your breeding and handling skills.
Promoting your breed requires knowledge, passion, and strategic communication. You can be an effective advocate for your breed by:
Ultimately, promoting your breed is about highlighting the virtues of your dog and ensuring that these qualities are appreciated by others. With the right approach, you can be an effective ambassador for your breed, contributing to its continued excellence and recognition in the dog show world and beyond.
And as if that’s not enough, your efforts also ensure your breed’s continued excellence for future generations. Stay informed, engaged, and enthusiastic about your breed, and your advocacy will make a lasting impact. Who knows? It may be you who becomes the next maven of your breed!
Meet the Owner Handlers
Meet Owner Handler Adrianna Melody Vozza and discover her journey with Cirnechi, from her first show dog to competing in the NOHS.
