TM0803_Market Focus, Pet Owners
Even if you don't sell dog bones or cat caviar, you may want to consider this market for your offer. Publishers, for instance, have had a good deal of success mailing to pet owners. "Publishing offers that are pet related" are a major market for pet lists, says Janine Vosseler, executive vice president of 21st Century Marketing, a list broker and manager. Vosseler cites Belvoir Publications, publishers of Catnip and Dogwatch newsletters, and Fancy Publications, publishers of Cat Fancy and Dog Fancy magazines, as two of the big players.
Of course, pet owners have other reading interests. In fact, pet owners is a select on the Forbes magazine Leisure Activity Lovers database. Managed by American List Counsel, this file has 90,000 mostly male pet owners with incomes averaging $275,000.
Pet lists also work well for fund-raising mailers, Filippelli and Vosseler say. This is especially true where there is an affiliation with animals. One such example is Pet Charms, a list of pet owners who have bought identification charms for their dogs and cats. This file, managed by MKTG Services, has been rented by the American Humane Association, North Shore Animal League and the American Society for the Prevention of Cruelty to Animals, among others.
Opportunities really are limitless, with the right targeting and list selections. Filippelli cites a whole range of direct marketers who may want to test the pet owner market: home furnishings, children's products, electronics, continuity clubs, credit card issuers, insurance sellers and catalogers.
As an example of how good targeting can make pet lists work, Vosseler says, "On the brokerage side, we have an apparel mailer that targets women over 45 years old and we rent higher-end pet catalog [lists]."
Shopping—for Products and Information
Pet owners, especially of the "petaholic" nature, love information about their pets. Approximately 62 percent go online for breed research, says Filippelli. And they use the Internet to learn about pet health and pet products.