My wife informed me that Buffer, our golden retriever, received a "happy birthday" card via email from our vet. Obviously, she and our kids think this is very cute despite the fact that the dog hasn't got a clue. The dog is the customer, right?

1. Is this direct marketing campaign a waste of money since the dog doesn't have a clue about the birthday or the card? (Support your opinion)

2. What benefits does the vet expect to get from her direct marketing campaign?

3. What other kinds of direct or social marketing could a vet use to maximize customer loyalty at an affordable cost?