Pet owners are a huge audience. According to Grandview Research, the global pet supplement market was estimated at USD 637.6 million in 2019 and is expected to grow at a CAGR of 7% between 2020 and 2027.
I’ll explain what this strategy is in a moment. Before I do that, let me tell you how it worked for one pet owner in particular: me.
HOW TO GET THE ATTENTION
One day not too long ago, my little terrier mix, Dixie, wasn’t looking forward to welcoming the new morning with her usual enthusiasm.
Without wagging the tail.
Without smiling (yes, dogs smile!).
None of his usual zest for life.
None of the “I love you” yawns I was expecting right after I woke up.
And she wouldn’t look me right in the face, none of the “hugging eyes” that dog lovers know so well.
Our vet, bless her heart, immediately diagnosed Dixie’s lethargy as a symptom of pancreatitis.
Astute investigation by the vet identified the cause as a nutritional deficiency. Dixie just wasn’t getting enough food.
That’s when I went into overdrive looking for solutions. Google search results led me to forums and blogs where other dog owners shared similar experiences.
The love and care these people showed for their furry friends really stood out to me. He made his stories come alive in my mind.
It’s like you’re having one-on-one conversations with them.
I felt like I was included in a special inner circle with other like-minded ‘favorite people’.
The bonus was a health tip for Dixie that worked. She now gets a multivitamin mix in her breakfast plate every day. She also receives a special anti-nausea supplement whenever symptoms return.
And their food and treats have been upgraded to ‘premium’ status.
Dixie’s poor nutrition had been a real threat to her well-being. The education I received from other caring dog owners probably saved her despite my ignorance.
Dixie is happy and healthy once again. Months later, she shows no signs of the approaching tragedy that nearly derailed her life.
Because of this experience, I made it my mission to spread the word about what I learned and what I did to make sure it never happens again, to Dixie or any other dog.
AT TEACHING TIME
This happy outcome came about thanks to the input of people I came to trust.
What I experienced is what educators call a teachable moment.
It turned out to be a double whammy for me.
First, I learned how to help Dixie.
Plus, I also learned how powerful that marketing principle I mentioned at the beginning of this article is.
The term for this principle, as cited in the Grandview Research survey mentioned above, is “humanization.”
People humanize their pets. I know what I do.
In fact, the term appears multiple times in the Grandview Research survey.
It was also cited in a recent article in Nutraceuticals World as a driving force behind pet supplement sales during the pandemic.
MARKETING FOR PETS IN FAMILY
Using emotions to guide sales is as old as marketing itself. However, this can be taken to the next level when it comes to pets.
Implementing the following three strategies will do exactly that when done correctly. Each step involves acknowledging pets as family.
1) Use the added advantage of social media.
People love to see pet-related posts and images on social media. Nothing humanizes pets better than poignant or humorous photos and videos.
2) Partner with a pet charity.
According to digital marketing company Optimum 7, 63% of shoppers are more likely to buy from companies that support social causes.
Pet adoption and welfare agencies are at the top of the list.
3) Implement consumer-based marketing.
My Dixie story is just one example of how other pet lovers have talked about specific brands of pet supplements.
Incorporating this strategy is a matter of providing the opportunity for consumers to talk about and show off their beloved pets.
Comments on blog posts, social media articles, and forums offer many opportunities for consumers to add “favorite power” to their marketing plan.
Finally, keep in mind that the marketing of pet products should not be the same as for any other type of product. A standard marketing plan will not do the job.
Truly standing out from the crowd means incorporating the humanization of pets into your marketing plan.
That is the common thread of these three strategies.
A FINAL SUGGESTION
This is where I would normally sing my own praises as a writer in the alternative health niche. It is a way to attract new customers.
Instead of doing that now, I’ll qualify myself for ‘pet marketing duty’ based on my lifelong love of dogs and cats.
In fact, I humanize my pets.
And like other pet owners, I am subject to persuasive marketing that explains that.
It is the icing on the cake of my professional experience and qualifications.
Instead of overwhelming you with my huzzahs, I’ll just suggest we have a conversation about…well, our pets.
One of the advantages of having pets in the family is being able to show them off to others. So I encourage you to brag about yours to me. (You might even do the same! ALERT: You might also want to talk about another terrier mix, Ellie, and an orange tabby, Dilly. They’re all so adorable!)
If during our conversation we find out how I can help you with pet supplement marketing, then all the better.
I am a game if you are a game. Just call me or send me an email.
Let’s get the (pet) ball rolling today!
