Shops and businesses that do not include pet owners in their target market may be missing out. An online survey conducted by global market specialist GfK revealed that more than 56% of 27,000 participants from 22 countries are pet owners. In addition to this, millennials—who now comprise the largest segment of pet owners at 35%—see their pets as part of the family, and they are more likely to spend on the health and well-being of their furred companions.
These numbers don’t only concern businesses that deal with pet products and services; even non-pet-related establishments can earn the benefits of making themselves more visible and memorable to pet parents. Many well-known manufacturers, retailers, hotels and even food and beverage companies have discovered that creating a connection with pet owners has helped them build their brand and retain customers.
The question many business owners ask is: If your business does not deal with pet services and products, how can you reach pet owners? There are many ways to go about this.
The easiest way would be to start by incorporating pet pictures in your online campaign. However, if you want to grab the attention of pet owners in a more compelling manner, one way to go about it is by partnering with a company that specializes in pet products and commissioning merchandise like dog toys and accessories that are aligned with your branding.
It’s a smart move to partner with a company that’s not only a dog toy manufacturer but also one that specializes in designing pet-related products for brands and businesses. Look for the following qualifications to make sure you end up with a company that can help you effectively connect with pet owners.
Sound reputation within the pet industry
One of the first things you need to look at is the reputation of the brand you are considering partnering with. It’s easy enough to find an established pet toy manufacturer with years of history, but there are also plenty of new companies that bring a lot to the table, and it would do you well to also take these newcomers into consideration. Before committing, do your research and look into the company’s history and former and present clients. If possible, ask these clients about their experience working with the company and find out how their marketing campaign fared.
Good product design and reviews
In addition to checking with their past and current clients, it’s also important to take a look at the final output of the company. What do their toys and accessories look like? Were the items effective in improving customer relations and brand recall? Also, what do the pet owners say about them? Did the consumers like the toys and accessories, and did they find them a good addition to their pets’ collection? If the consumers like it, and if they are posting the items or recommending the brand to their social circles, then it’s a good sign.
Transparent creation process
Commissioning a pet toy for your company’s marketing campaign is an involved process. Take note that these toys and accessories will eventually be your brand’s ambassadors, and as such, the final products should reflect the values that you want your brand to be known for. Unlike food items for pets, though, there’s no regulating body for pet toys. That’s why it’s a smart choice to go with a pet toy company that is open about its materials, processes and testing procedures. These manufacturers know the project is yours as much as it is theirs, and they will keep you informed and updated with every decision they make during the design and production process. After all, at the end of the day, they understand that it’s your branding that will be found on these toys
Connecting with pet owners is not a novel concept, but many businesses are still missing out on the opportunity to market to this specific demographic. A little bit of creativity, in addition to partnering with a pet toy company that understands your brand and your needs, can help you take on this challenge.
HELPING YOUR BRAND FORGE AN EMOTIONAL CONNECTION WITH PET PARENTS