Pets and Marketing

Pets and marketing

Posted to: The Church of the Customer Blog
9/27/06

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.