Pets play a big role in every family, and as pet parents we want to ensure they live a long, healthy, and happy life. According to the 2021-2022 National Pet Owners Survey from the American Pet Products Association (APPA), 70% of American households own a pet. The pet industry consists of many significant branches, including pet food and treats, vet care and supplies, pet insurance companies, accessories, etc. With demand growing steadily, forecasts predict the global pet care market will reach $358.62 billion by 2027. There are many creative strategies needed to reach this audience but take note of these four tips to maximize your pet brand’s marketing efforts.
Pet Trade Shows and Expos
As mentioned in a previous blog post, attending a pet trade show can be valuable for your brand by getting in front of the media, award opportunities, scoping out your competition, and making business and customer connections. The Global Pet Expo, hosted by APPA and the Pet Industry Distributors Association (PIDA), showcases all kinds of pet products for dogs, cats, birds, fish, reptiles, small animals, and horses. It’s here where you can grab the attention of the media, distribution companies, and mass-market buyers. They also give out “Best in Show” awards, which can enhance your brand’s reputation. To participate in the March 2023 expo, you need to be an APPA or PIDA member. In the meantime, here is a list of some pet events occurring for the remainder of 2022.
Pet Consumer & Trade Publications
Getting a press hit is great for any business; it’s just a matter of finding and reaching out to the best publications and contacts for your brand. Examples of relevant media outlets include Dogster, Pets+, Pet Business, and Animal Wellness. Luckily, pet brands are not just limited to these pet-specific publications – expand your outreach to consumer lifestyle publications who commonly feature pet products like your category, such as BuzzFeed, PEOPLE, Rolling Stone, and much more!
Establish a Connection with Your Audience
Our pets are our babies, and we love to spoil them with brands that we trust. As an example, a survey conducted by Zesty Paws and OnePoll found that 7 in 10 pet owners won’t let their pet consume ingredients that they haven’t researched themselves first. In today’s world it is essential that pet parents trust your product and part of that is being transparent.
If your budget allows, you may consider partnering with a pet influencer. Pet influencers can spark a lot of emotion and trust. Influencers like Doug the Pug, Nala the Cat, and Jiff Pom have millions of followers on social media. Working with one of them to showcase your product could help boost your credibility and introduce you to potential new customers with their audiences.
Focus on What Makes Your Brand Unique
For any company, it’s important to stand out. Find what makes your product or company different from the rest and fully embrace it and advertise it. This will make customers continue to come back and share your company with their friends and family. This can include the innovation of your company, your morals, your contribution to the community, or your product being the first of its kind. As mentioned before, it is beneficial for you to be transparent as a company to help establish trust with your customers.
Are you in the 70% of households that own a pet? What do you look for when selecting your pet products? Let us know in the comments below!