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September 25, 2006
Pets and marketing
People are passionate about their pets: 63 percent of U.S. households have them and will spend $38.4 billion on them this year. More than 80 percent of U.S. pet owners call themselves "pet parents" and 31 percent of women say they spend more time with their pet than their spouse or significant other.
Pet owners have money to spend, and they're not hesitant to spend lavishly. New dog country clubs and luxury kennels are offering pedicures and parties for pets, charging as much as $185 a night. Could Petwire, a spinoff of Hotwire, be far behind?
All of that is great news for companies focused on the pet industry, but is meaningless for everyone else, right?
Not necessarily. Pets are increasingly the bridge to connect with future customers, affiliates or members. A church in Chicago is offering a "Pet Blessing."
Hotels have pet packages so you can vacation with your pooch.
Lisa Johnson, co-author of "Don't Think Pink" and the new book "Mind Your X's and Y's" has four ideas on how to set your brand apart by tapping into people's deep love for their pets:
1. Feature pets in your ads and messages
Use messages that will resonate with pet owners, such as companionship in times
of need, unconditional love and acceptance, fun and playtime, pets with children or seniors, and other storylines that clearly fit with your brand, products and services.
2. Imagine where your products intersect with pets
Custom-designed pet showers are big in high-end home construction. In the past year alone, Florida-based
McGarvey Custom Homes has built 21 showers, including a model with travertine tiled walls, a tumbled-stone floor and a tiled lip that
keeps water in the stall. London Bay Homes, another builder in Naples,Florida, offers pet showers with 9-foot ceilings. The cost? A cool $4,000. Out of 20 custom homes built in the past year, 12 London
Bay clients have opted to include a pet shower.
3. Create brand extensions for pets
Think about how you can extend your brand to help pet owners pamper, dress and spoil their animals, such as a Harley-Davidson dog jacket or Burberry
pooch sweater.
4. Facilitate social encounters around pets
Have you ever watched the social dynamics at a dog park or off-leash beach? The owners inevitably gather in a circle, compare notes, sip coffee and beam like proud parents. Pet networks can be word-of-mouth networks.
Read the rest of Lisa's ideas here and here.
Other blogs that reference Pets and marketing :
» A change in pace: pets and marketing from Embrace Pet Insurance Blog
Over at the Church of the Customer, Jackie summarizes some marketing ideas on how to set your brand apart by tapping into people's deep love for their pets. from Andrea Learned's new book, Mind your X's and Y's. I won't [Read More]
» A change in pace: pets and marketing from Embrace Pet Insurance Blog
Over at the Church of the Customer, Jackie summarizes some marketing ideas on how to set your brand apart by tapping into people's deep love for their pets. from Andrea Learned's Lisa Johnson's new book, Mind Your X's and Y's. [Read More]
» Have We All Gone To The Dogs? from Bizinformer
According to a post from Ben McConnell and Jackie Huba of Church of the Customer Blog, if we havent all gone to the dogs - we should. In their post Pets and Marketing they state that 63% of households in... [Read More]
» Pet Parents from scratchings
Isn't it funny how you notice things more AFTER you become involved with them? Like - when you buy a new red convertible. Before you had one of your own, you hardly ever noticed red convertibles on the road. But, as soon as you drive off the dealership... [Read More]
Thinking about pet owners isn't as far flung as it may seem. I just got back from a web business conference and the creator of Dogster.com and Catster.com spoke about the building of passionate social networks. The trick seems to be about creating settings where people can interact and share about things they really care about. In this case it's their beloved dog and cats. Both sites appear to be doing very well.
Adding pet treats to housewarming and vacation baskets is considered mandatory in the gift basket industry.
Along with asking the client about the recipient's preferences, we also ask about family pets. The inclusion encourages long-term relationships between the client, recipient, and gift basket designer.
Pet Blessings at churches aren't that uncommon.
Pet people are the best people, don't you think? For many, pets are like children. I have a cat that is my 'baby' even though she's 15. It's hard to believe she's that old... she seems like a kitten. Our dog is right behind her, at 14, and acts more like 3! I love them both - and I pay more attention to marketing and ads aimed at them - for their healthy, their welfare, and their happiness, than at ads aimed at me.
Over at my new blog, Scratchings and Sniffings, I am hoping to connect with more passionate pet owners - because that whole pet dynamic is totally cool!
I have noticed that many realtors are adding a picture of their pet to their business cards. They should also create a homepage and blog for their pet, and link that right to their real estate websites. People do business with people they like and share similarities with. Pet lovers will gravitate to pet lovers.
Ditto what previous commenter said: pet blessings happen regularly in liturgical churches on the feast day of St. Francis. Since the liturgical calendar, like St. Francis himself, pre-dated capitalism by rather a lot, I'm pretty sure that pet blessings didn't develop as part of some marketing trend, thank God. But then, why quibble about specifics when you apparently feel free to co-opt an entire faith's religious language, just to sell your books?
Very nice head, has what looks like white face w/black eye liner, fawn markings on body, very short legs, strong boned, very sweet baby, home raised with love, CH sired
Pet blessings at churches are a problem in that the church leaders tend to think of the church-goers as customers. But that's another issue altogether.
Regarding pet churches:
I am the Chair of the Interfaith Association of Animal Chaplains. We provide free phone counseling to bereaved pet owners. Some of our professional Chaplains also provide other services (euthanasia visits, memorial services, etc.) on a fee-for-service basis, while others perform them at no cost as part of their congregational ministry. Each Chaplain works independently to serve people and animals in need. Our site also has many other free services, such as memorial readings, pet blessings, interfaith scriptural support, sermons on pet ownership, animal ministry support, guest book/blogs, etc.
To find Animal Chaplains in your area, go to our site at www.AnimalChaplains.com and click on "clergy list".
i have a baby puppy which is looking for a very peaceful home and more to that a loving home. if you are interested write me on the above address
i have a good looking capuchin for adoption if interested contact me with the address above
