by Ellen Zucker as published in the Pet Business Marketing Almanac 2019
Congratulations! You survived the roller coaster that was 2018. You’re now a bit wiser and a bit tougher. Both traits will serve you well in the pressure cooker that is 2019. Understand you are living through a period of concentrated change—one that will be seen as a major turning point by future historians.
The January skies feature heavy hitters Saturn and Pluto holding sway in his home sign, Capricorn. It’s Saturn’s virtues, discipline, hard work, practicality and wisdom, that earn you brownie points. After all, Capricorn is Saturn’s turf, so he calls the shots.
Saturn’s business is business and he wants you to tend to yours. That means you’ll get called to the cosmic carpet if you’ve been sloughing off. At least in the area of your chart ruled by Capricorn. But Saturn rewards those who put in an honest day’s effort with an honest day’s reward…
This month, Sun, Mars, and Mercury fertilize the skies for next year’s major Saturn/Pluto meeting as they each meet Saturn, then Pluto. The last time the two heavy-hitters met was in 1982 when they were both in Libra. Afterwards, relationships were never the same. Now they are in Capricorn and business will never be the same. Purge and get real. Think planning, pragmatism and focus. This is not the time to carry excess baggage. Or take on debt.
Mars has just moved into his home sign of Aries and Jupiter is at home in high-flying Sagittarius to energize you and enable you see the big picture. Once Uranus starts to move forward on the 6th, every planet in the solar system will be moving direct. This time of opportunity will last until the end of February. The wind is at your back and the current moving swiftly. Take advantage. Now is the time to put your plans into action.
The solar eclipse on January 5th is a swift kick in the pants. It features five planets, count ’em, in Capricorn, the sign of planning, perseverance and practicality. Including Saturn and Pluto. What a concentration of energy. Enough to move mountains. If you want to. Just know you’ll be held to commitments you make.
We’ll all feel this. Even more so if you have planets or sensitive points at or near 15° Capricorn. And if you do, a door is opening.
Clients are receptive to your pitch. They feel upbeat, but they demand value. And drive a hard bargain. Best approach? Appeal to their practicality. And give them the value they demand.
And then there’s the lunar eclipse 14 days later on the 21st. Taking place just as the Sun enters Aquarius. The very place Saturn and Jupiter meet at the end of 2020 to begin a new cycle. Uranus stands across making this into a “T” configuration. When you open his surprise, you’ll see the shape of the future.
Pet Business Marketing Almanac
Pet Business Marketing Almanac 2019 is the ultimate marketing planning tool for pet businesses or businesses wanting to incorporate pet themes in their marketing. In its sixth edition of production, this go-to resource includes even more information. Traditional Holidays and Observances, Unconventional Holidays, and Pet Holidays are still included by month, week, and date. 
Food Holidays and Health/Medical Holidays have been added by month, week, and date. Media / Publications, Pet Industry Organizations, and Trade Shows/ Conferences/ Events have all been updated. One of the most exciting
additions is the listing of pet-related Blogs!
Marketing articles include: Build A Marketing Communications Strategy, Do It Yourself Branding Basics, Design Considerations For A Logo, Get The Most Out Of Trade Shows And Conferences, Pump Up You Press Kits With The Right Material, Your Database Is Your Goldmine – Take Care Of It, Five Simple Ground Rules For Brainstorming, How To Use Holidays For Your Promotions, Advertising Vs. PR: Know The Difference, How To Decide On What Trade Shows To Attend, and Create A Meet And Greet Mindset.
This compilation of pet industry information is an indispensable tool that wouldn’t be complete without the Astrology section written by Ellen Zucker that so many look forward to each year. Her cosmic insights are tailored to pets, fashion, business, and planning. It includes her 2019 Astrological Overview,
Monthly Overviews, Fashion Thru The Signs, Long-Term Fashion Trends, and guidance on Void-of-Course Moon, Monthly Lunar Cycles, and Mercury, Venus, and Mars Retrograde. PLUS: Astrological Guide To Your Animals!
NEW: Food Holidays
NEW: Health/Medical Holidays
ADDED: Blogs
BONUS: Astrological Guide To Your Animals
