pet marketing strategy
pet marketing strategy

The pet market sales revenue in the US has increased with each passing year.

It has been explosive in its growth and is estimated to  have a value of $99.1 billion.

Americans love their pets.

There are elaborate birthday rituals, constant cozying up, and buying of pet treats. There is even a national pet day, April 11th.

Pets are becoming extremely popular among young professionals who are putting off marriage and childbearing. This has translated to greater rates of pet ownership.

According to Jean Twenge, a psychology professor at San Diego State University, “Pets are less expensive [than kids]. You can get one even if you’re not ready to live with someone or get married, and they can still provide companionship.”

However, for a lot of pet owners, time is a luxury and they require convenience when it comes to products and services. 

Given below are strategies that can be used to effectively market pet products and services to pet parents. 

Invoke Consumer Emotions

When it comes to selling pet products, there is always an emotional aspect. Pet lovers treat pets as part of the family.

Hence, getting an emotional response from customers would be extremely advantageous for selling pet products.

For instance, while introducing a new food product, there can be a campaign that would enumerate the benefits of that particular product compared to others.

According to studies, pet owners under the age of 30 are more likely to buy healthy and prime  pet food even if they are expensive. 

Creating a Niche

Out of the numerous pet lovers, there are some who want more than childish and cute pet products. For instance, dog toys made by Wild One look have a minimalist design.

Wild One even made a quiz to help dog owners choose the ideal toy for their dogs based on their style of playing.

Their entire branding message has elevated the coolness factor of loving dogs.

Fable creates products that are minimal and modern, and that also looks after the well-being of pets. Boo Oh is a lifestyle pet brand.

Its founder and designer Jay Sae Jung Oh uses Italian leather and processed metals to create products that are unique. 

Free Product Sample

Using free product samples is a practice that keeps both customers and businesses happy.

Giving out small samples of free pet food can help promote a business.

Samples give people opportunities to assess how suitable the products are for their pets.

Samples can be sent to vets and groomers, and distributed at kennels and parks.

Community events can be organized with ‘ doggy dinners’ or ‘ hamster meals’. Pet owners can be invited and they can come with their pets for a free meal. 

Human-pet Activities

Businesses should capitalize on the fact that people enjoy doing activities with their pets. For example, Ruffwear takes into consideration how much pet parents enjoy participating in outdoor activities with their pets.

It makes products for active dogs like windbreakers, booties and floatation jackets.

Their niche market for dogs is part of a growing retail trend where businesses seek specialty products to help them compete.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.