First Up: Sit, Stay, Buy!
Programs, Presence and Partnership
Loyalty programs are a successful tactic in pet marketing due to a daily need for maintenance and supplies. “Twenty percent of the people purchasing from you are creating 80 percent of your sales—and you market to that 20 percent. You want to be loyal to them,” Cooley says.
Strong lists, segmented out by type of pet, are available for purchase. Marketers can overlay loyalty data, distributing discounts and rewards according to the customer’s level of purchase and, at the same time, send a cat-themed mailing to only cat owners. Aside from purchasing lists and building a custom list, Morgan recommends pet clubs, publications and organizations, as well as partnerships with vendor and manufacturer websites, as potential list builders.
The pet industry is rapidly diversifying, with a huge online presence for added convenience, and pet products and services are also showing up in previously human-dominant industries like insurance and personal services. “Years ago, there were many hotels that wouldn’t take any animals. Now, they’re encouraging. And there’s a huge growth within the service segment—you have day care, pet walkers, pooper-scoopers, training, massage therapy, pet psychologists, all different levels of grooming,” describes Morgan.
With all this industry integration, potential new partnerships can be formed. Morgan suggests fusion marketing for pet marketers. “When it comes to finding people that you want to do direct mail with … you form relationships with service providers that cater to the same clientele. If a marketer really wanted to go directly to a certain audience, they could get some helpful exposure through fusion partners,” she claims. Morgan gives an example of an insurance company informing its clients that it now offers pet insurance, and a pet carrier or crate vendor piggybacking on that mailer with its own offer.
Overall, there is a positive outlook in the pet marketing industry, as the venue for success continues to grow. “This is probably one of your more recession-proof industries. Even if people don’t have the disposable income to go on fancy trips and such, they’re going to stay home and spend even more time with their pets,” Morgan concludes.