Pet owners are a great audience. According to Grandview Research, the global pet supplement market was estimated at $ 637.6 million in 2019. And it is expected to grow at a CAGR of 7% from 2020 to 2027.
I’ll explain what this strategy is in a moment. Before I do that, let me tell you how it worked with one particular pet owner – me.
GET ATTENTION
One day not long ago, my little terrier mix, Dixie, didn’t feel like welcoming the new morning with her usual enthusiasm.
Without moving the tail.
Don’t smile (yes, dogs smile!).
None of his usual zest for life.
None of the “I love you” yawns I got to expect right after waking up.
And she wouldn’t look me straight in the face, not “hug with the eyes” that dog lovers know so well.
Our vet, bless her, immediately diagnosed Dixie’s lethargy as a symptom of pancreatitis.
Shrewd vet investigation identified the cause as a nutritional deficiency. Dixie just wasn’t getting enough nutrition.
It was then that I started 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 caught my eye. It made their stories come alive in my mind.
It’s like having personal conversations with them.
I felt like I was included in a special inner circle with other like-minded ‘pet people’.
The bonus was a health tip for Dixie that worked. You now get a multivitamin blend on your breakfast plate every day. You also receive a special anti-nausea supplement each time symptoms reappear.
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 loving dog owners probably saved her despite my ignorance.
Dixie is happy and healthy once again. Months later, he shows no signs of the near-tragedy that nearly derailed his life.
Because of this experience, my mission was 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 THE TIME OF TEACHING
This happy result came about thanks to the opinions of people I came to trust.
What I experienced is what educators call a teaching 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 is that I mentioned at the beginning of this article.
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 the sales of pet supplements during the pandemic.
MARKETING FOR PETS AS A 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 recognizing pets as family.
1) Use the added advantage of social media.
People love to see posts and images on social media related to pets. Nothing humanizes pets better than touching or funny 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 story about Dixie is just one example of how other pet lovers talked about specific brands of pet supplements.
Incorporating this strategy is a matter of giving consumers the opportunity to talk and show off their beloved pets.
Comments on blog posts, social media articles, and forums offer many opportunities for consumers to add “pet power” to their marketing plan.
Finally, keep in mind that the marketing of pet products should not be the same as that of any other type of product. A standard marketing plan will not do the job.
Truly standing out from the crowd means incorporating pet humanization 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 copywriter in the alternative health niche. It is one of the ways that I attract new clients.
Instead of doing that now, I’ll qualify 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 the persuasive marketing that explains it.
It is the icing on the cake of my experience and professional qualifications.
Rather than burden you with my huzzahs, I’ll just suggest that 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 show off 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 talk we found out how I can help you with the marketing of your pet supplement, then all the better.
I am a game if you are a game. Just give me a call or email me.
Let’s get the ball rolling (pet) today!
