Pet owners are a large audience. According to Grandview Research, the global pet supplements market was estimated at USD 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 on one particular pet owner – me.
One day, not so long ago, my little terrier mix, Dixie, didn’t feel like welcoming the new morning with his usual excitement.
No wagging tail.
No smiling (yes, dogs smile!).
None of his usual enthusiasm for life.
None of the “I love you” yawns I expected right after waking up.
And she wasn’t looking me directly in the face – no “cuddling with her eyes” that dog lovers know so well.
Our vet, bless her heart, immediately diagnosed Dixie’s lethargy as a symptom of pancreatitis.
Clever research by the vet identified the cause as a nutritional deficiency. Dixie just wasn’t getting enough food.
That’s when I shifted into high gear 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 attention. It brought their stories to life in my mind.
It’s like having one-on-one conversations with them.
I felt like I was included in an inner circle with other like-minded “pet people”.
The bonus was health tips for Dixie that worked. Now she gets a multivitamin blend in her breakfast dish every day. She also receives a special anti-nausea supplement whenever her symptoms return.
And his food and treats have been upgraded to “premium” status.
Dixie’s poor diet 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 again. Months later, she shows no signs of the near-tragedy that nearly derailed her life.
Because of this experience, I have made it my mission to spread the word about what I learned and what I did to make sure this never happened again – to Dixie or any other dog.
A TEACHING MOMENT
This happy result has come about thanks to the contribution of people I trust.
What I experienced was what educators call a teachable moment.
It turned out to be a double whammy for me.
First, I learned how to help Dixie.
Moreover, I also learned how powerful this marketing principle is that I mentioned at the beginning of this article.
The term for this principle, as cited by the Grandview Research survey referenced above, is “humanization.”
People humanize their pets. I know I do.
In fact, the term comes up several times in the Grandview Research survey.
It was also cited in a recent Nutraceuticals World article as driving pet supplement sales during the pandemic.
MARKETING FOR PETS AS A FAMILY
Using emotions to drive sales is as old as marketing itself. Yet, this can be taken to the next level when we talk about pets.
Implementing the following three strategies will do just that if done right. Each step involves acknowledging pets as part of the family.
1) Use the added benefit of social media.
People love to see posts and photos on social media related to pets. Nothing humanizes pets better than heartwarming or humorous photos and videos.
2) Join a pet charity.
According to digital marketing firm Optimum 7, 63% of shoppers are more likely to buy from businesses that support social causes.
Top of the list are pet welfare and adoption agencies.
3) Implement consumer-focused marketing.
My story about Dixie is just one example of how other pet lovers have talked about specific brands of pet supplements.
Integrating this strategy is to give consumers the opportunity to talk and show off their beloved pets.
Commenting on blog posts, social media posts, and forums provide plenty of opportunities for consumers to add “pet power” to your marketing plan.
Finally, note that marketing pet products should not be the same as any other type of product. A cookie-cutter marketing plan won’t do the job.
Truly standing out from the crowd means incorporating the humanization of pets into your marketing plan.
This is the common thread running through these three strategies.
A FINAL SUGGESTIONS
Here is where I would normally sing my own praises as a writer in the alternative health niche. It’s a way to attract new customers.
Rather than doing this now, I will instead qualify for the “pet marketing duty” based on my lifelong love of dogs and cats.
Indeed, I humanize my pets.
And just like other pet owners, I am subject to persuasion marketing that takes this into account.
It is the icing on the cake of my professional experience and my qualifications.
Instead of burdening you with my huzzahs, I’ll just suggest we have a conversation about…well, our pets.
One of the benefits of having pets in the family is being able to brag about them to others. So I encourage you to brag about yours to me. (I might even do the same! ALERT: I 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 in marketing your pet supplements, then great.
I’m in if you’re in. Call me or send me an e-mail.
Let’s get the ball rolling (for pets) today!
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