Terms such as ‘dog parents’ or ‘cat moms’ are becoming popular these days and the incredible love between an owner and their pet has led to the rise of numerous brands aimed at pets. Pet parents are willing to go the extra mile for their pets, big and small. It takes creativity and innovation to stand out in an industry that is becoming increasingly competitive. Below are ways in which a pet brand can create campaigns to stand out in an increasingly competitive pet care market.
5WPR Insights
Media Coverage
Like so many other consumers, pet owners are highly likely to research purchases online – either by actively seeking them out or discovering them through their scrolling. Today, there are outlets that cover everything from pet toys to veterinarians and pet brands can do well by securing regular review and thought leadership coverage in media outlets that appeal to their target audience. This type of coverage can be repurposed on the brand’s website and social channels, and even in their email marketing, to further extend the value of the coverage itself.
Influencers
It’s no surprise that, like so many other consumer industries, influencer marketing is a great way for brands to connect with their target audiences. Whether that is influencers who are owners of pets, or accounts for the pets themselves, these accounts have large and loyal followings and can help pet brands gain traction and credibility amongst their target consumers. Whether that is working with a group of influencers around a key product launch for the brand, or seeding a core group of people with product regularly to drive an ongoing relationship, an influencer program can pay significant dividends for brands in the pet space.
Partnerships and Collaborations
Inherently, the pet care market is a great place to experiment with brand partnerships and collaborations as the purchasing decisions are being made by their owners – who have a broad spectrum of other brands and interests that they follow closely. There are many opportunities that a pet brand can explore as it relates to their own marketing, from collaborating with fashion brands to kids brands or even travel and tourism focused brands for the “jet-petting” set. It can be a win-win for both the pet brand and the collaborating brand as the pet brand will gain exposure to the established audience of the partner brand and the partner brand will be able to showcase content that is appealing to the pet parents in its existing audience.
Discover more from Ronn Torossian
Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
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