What Do Pet Parents Really Want?
The “pet owner” is fast being replaced by the “pet parent”. Let’s discover how smart pet product marketing can reach this key demographic. Pet parent vs. pet owner — it’s a distinction that has launched a million angry polemics in online comment sections. Yet lost in these arguments as to who truly deserves to be called a parent is a key truth: Whether you call it ownership, guardianship or parenthood, the nature of keeping a pet has fundamentally changed. Now it’s up to pet product marketers to define what modern pet parents are really looking for. When developing elements such as pet product package design or brand identity, it’s critically important to consider the evolution that has occurred in the relationship between consumers and their pets. Tracing the evolution of the pet parent relationship A generation or two ago, keeping a pet in the house was a much different experience. A family dog, for example, was often purchased as a gift for kids. That dog would then be given a generic name (Fido, Rover, Lassie, Butch), eat bland, low cost dog food and spend its long, dull and undifferentiated days keeping a lonely vigil for its owners to come home. In other words, the average dog had a pretty rough existence. Contrast that with today: Dogs are often proxy kids or training babies. Pet parents use pet naming apps and websites to discover the perfect, human-sounding name — one trendy and original enough to stand out at the dog park. They throw lavish birthday parties for pets. They spend $100 on a single bag of high-end, grain-free dog food — even though no one is sure whether grains are even something dogs should avoid. Instead of being kenneled for hours, or waiting all day for family members to come home, dog-walking and pet sitting services abound. Pet enrichment activities are everywhere. So no matter the preferred nomenclature, one thing is obvious: The status of pets has become elevated. It’s also likely that this will continue, as Gen Z are even more pet-crazed than millennials, the generation that made pet parenthood go mainstream. What does this mean for pet product marketing? We’ve established that the human/pet relationship has been transformed. So what does that mean for brands engaged in pet product marketing? Consider the following: Millenials and Gen Z are fully invested in the pet parenting concept. Both are less likely to trust mass-marketed pet products sold by major brands. However, there is an important distinction between these groups: Gen Z places far less faith in products tagged natural or organic, believing that these terms have largely become meaningless. Younger pet parents are, however, deeply attracted to highly original brands and stories and products that are perceived to be regional or boutique in nature. This should be a key consideration when working with package design, product naming, etc. Younger buyers are also much more likely to share photos and videos of their pets socially. Brands that place emphasis on engaging via this channel have the opportunity to cultivate loyal lifetime customers. Smart pet product marketing is also informed by the advertising and marketing images used in child/baby marketing campaigns. Pet parents feel many of the same emotional triggers as parents of infants and toddlers. If they think one product offers a better experience or has a health or wellness benefit, pet parents will feel that a higher markup is justified. Unlike in years past, they are more receptive to higher end offerings, and much less likely to justify buying lower-quality merchandise because “it’s just a dog or cat.” Finding the right pet product marketing agency Understanding how people feel about pets on a deep level is a pre-requisite for effective pet product marketing. At BIGEYE, we’re not only pet lovers, we’re also experts in creating the kind of powerful marketing messages that resonate with today’s pet parents. Contact us today for help with TV production, SEO services or any other part of or full service marketing stack.
How Banks Can Win Through Creative Marketing
Banks face a significant marketing challenge. Long valued as steady, reliable institutions, they need to show consumers today that they can be innovative organizations as well. Ask most people what they think about banking, and they’ll say that it’s a necessary service, but one that hasn’t really changed much through the years. That perception is slowly changing, however, thanks in part to clever marketing and advertising on behalf of financial institutions. Let’s review two creative marketing campaigns that paint the banking industry in a different light, and see what actionable lessons can be drawn. It’s payback time! Ally Bank is a pioneer in the online banking sector — and it used this status to full effect in a recent ad campaign. The campaign played on classic tropes involving banking and subverted audience expectations to spark interest and engagement. Called “It’s Payback Time,” the initiative kicked off with a TV ad that used classic bank robbery imagery and ominous music. There’s a twist, however: In this ad, the bank robbers are the banks, and the victims are their customers. Ally’s ad points out that banks historically have earned billions in interest payments by holding consumer cash. Ally calls this robbery and provides compensation in the form of a 1% interest payment offered on all online accounts. It’s a clever reversal of a classic bank robbery theme. Yet more than that, it draws consumer attention to the fact that banks are profiting immensely by holding their money — and charging them for the privilege. Ally supplemented the first ad with a second, long-form video. This advertisement took a comical “man on the street” approach, with an extremely energetic interviewer handing out money and explaining the campaign to people passing by. He points out repeatedly that in-person service at a bank is overrated — and pales in comparison to the prospect of earning cash for your deposits, rather than paying banks to sit on your funds. Ally knows that getting a return on their money is a major motivator for consumers — and these ads are engaging (and pointed) enough to move people into the prospect funnel. Skip the ads and show them programs Advertisers must always contend with an eternal truth: Most consumers don’t want to engage with their creative work. There are two ways to solve this. You can create ads that are compelling and relevant enough to grab their attention anyway, or you can disguise your ad in a more palatable form. Renasant Bank opted for the latter approach. Instead of focusing solely on conventional ads and marketing, they choose to transform into a media production studio. The bank, which has roughly 200 locations, creates original programming distributed across Facebook, YouTube, Instagram, and other platforms. This programming includes three distinct shows: “Building Us with Tera and Wes,” an HGTV-style remodeling show “Crafted,” which spotlights local small businesses, and “Bootstrappers,” which focuses on startups and entrepreneurs with products and services that appeal to outdoor enthusiasts. By offering relevant local programming (and leveraging advanced tools such as geo-fencing and real-time monitoring and tracking), Renasant is connecting with audiences on a deeper and more meaningful level. All shows created by Renasant are short enough to sustain attention and have enough production quality to appear professional. More importantly, the concept behind each show is very on-trend (something that helps attract audiences) and ultimately can be tied back to the services offered by the bank. Obviously, creating a mini-production studio requires committing significant resources. Yet Renasant’s efforts are paying off. The bank’s shows received nearly 10 million views in a single year and created numerous cross-promotional marketing opportunities. The takeaway At Bigeye, we believe that banks can update their image to show that they’re both dependable and dynamic. With the help of the right agency and the buzz produced by creative campaigns like those executed for Ally and Renasant, financial institutions can reach a larger audience and grow their customer base. Contact us today to learn more about how we handle campaign creation and development and to get details on our full stack of marketing services.
The CBD Conundrum: How to Market Your Products Effectively
With the CBD industry rising in profits and concerns, it’s time to partner with a CBD marketing agency to enhance your brand and product positioning. Whether you’re selling CBD products or you’re a CBD marketing agency, it’s a great time to be green. U.S. farmers are switching — in large numbers — from pumpkins and squash to hemp. Sales of products containing CBD oil have exploded, as the extract is being used in everything from beverages to bath products. For companies operating in this emerging market, such developments are thrilling. Yet there’s one thorny issue that remains to be resolved: CBD advertising regulations. While the public is eager to hear more about CBD, the largest digital ad platforms are quieting that conversation. Because there is no legal uniformity concerning how cannabis-derived products are classified, some of the largest advertising networks have simply opted for a wholesale ad ban. This has left CBD businesses scrambling to find alternative methods for marketing CBD products and reaching mainstream audiences. Here’s the good news: Those methods exist, and the right CBD marketing plan can help businesses reach their stated goals. With that in mind, let’s take a closer look at the challenges inherent to CBD marketing — and how smart companies can solve them. What to know about marketing CBD products Google and Facebook are the two titans of digital advertising. Unfortunately, both have policies restricting the marketing of CBD products. Google AdWords censors CBD ads by filtering forbidden keywords. While it’s possible for companies to be oblique or vague enough in their wording to escape automated censoring, that’s not a truly sound strategy — oblique, vague ad copy is just going to confuse consumers even if it manages to escape filtering. Facebook and Instagram also do not allow CBD advertisements. When you consider that Facebook and Google (and their digital properties) own roughly 60% of the online ad market, that presents a significant challenge. So how do you market effectively? While it’s true that Google and Facebook have made it more difficult to market CBD products, a good CBD marketing agency can help overcome these limitations. There are several strategies that can be pursued to break through to consumers. Those strategies include the following: Partnering With Influencers Influencer marketing has never been more popular. The right influencer with a large, engaged following can give a brand instant traction within its marketplace. More importantly, influencers can pitch CBD products in an organic fashion that doesn’t break the rules of Facebook, Instagram, YouTube, etc. One example: Beauty is one of the most popular influencer categories on Instagram, and also a profitable market for CBD oil. Many high-end cosmetics are incorporating CBD into their products to help provide users with a natural, healthy glow. This lends itself perfectly to Instagram, the most visual of all social networks. By partnering with an influencer, CBD products appear organically within the audience’s feed, reaching the most highly engaged segment of consumers. People also trust reviews and recommendations from influencers more than they trust conventional online advertising. According to Adweek, 90% of consumers trust recommendations from other people — even people they don’t know personally — more than conventional ads. Another benefit: CBD brands can use influencer-generated content on company blogs, social media accounts, and websites. CBD brands can also drive more followers of influencer accounts to their networks through crossover marketing. And, most importantly, all of this can be done while still staying on the right side of CBD advertising laws. Industry Ad Networks While Google AdWords may not be an option, other entities are more than willing to host CBD ads: Cannabis-specific ad networks. These networks serve digital ads on websites that take a pro-cannabis posture. While this approach can reach the hardcore, highly motivated audience segment, it has quite limited utility in terms of connecting with the larger market of buyers. Most people simply don’t browse CBD or hemp-oriented websites, so acquiring customers within the mainstream will be challenging. That said, these networks do provide a smart option for raising product awareness within industry-related publications. Leveraging PR While Google and Facebook keep CBD ads at arm’s length, the news media has been more than accommodating in terms of earned coverage. Organic media coverage in a high-authority publication is a dream outcome for many small to mid-sized businesses, and CBD is no exception. Getting that coverage, however, is often a steep challenge. CBD companies do have one innate advantage in this regard, however: the CBD category is relatively new, fast-growing, and of considerable public interest. That means that it’s newsworthy — provided you can come up with a clever news hook and know how to pitch an editor. That’s going to be a near impossible task for many business owners. However, the right CBD marketing agency can help businesses develop a hook, craft a pitch, and reel in the kind of earned media coverage that moves the needle. The takeaway At BIGEYE, we’re more than up to the challenge of navigating the CBD marketing minefield. If you’d like to hear more about how we help CBD companies reach new audiences and grow by using our sophisticated CBD marketing tools, please visit our website today.
How to Best Market Your PetTech Product
Tech is changing virtually every consumer industry, and pet products are no exception. Here’s what you need to know about tech pet product marketing. Thanks to the power connected devices, AI, and wearable tech, we can customize and optimize our diet, our workout regimen, and even our sleep. The human quest for better living through optimization doesn’t stop at our own bodies, however: PetTech products are helping to do the same for our beloved animals. Powered by the right pet product marketing campaign that’s supported by sophisticated audience analysis, these devices are fast becoming essential equipment for pet lovers. Welcome to the PetTech era All of us want to live longer and stay healthier — and wearables are playing a key part in making that happen. Wearable medical devices allow us to collect critical health data that can be used diagnostically to help guide treatment decisions and foster better lifestyle choices. Pets, too, are benefitting from this shift. Today, a wide range of PetTech devices are available to consumers, including: Smart collars and other GPS tracking devices to ensure pets aren’t lost Smart pet doors with remote activation Smart crates that have soothing music playlists and sensor-activated fans for climate control Wearables that can sense food temperature, send out alerts for upcoming vet appointments, and even adjust indoor lighting for pet comfort Wearables that help reduce anxiety or control problematic-stress induced behavior (such as chronic barking) Smart balls that can be operated via remote control Medical diagnosis and treatment devices that use RFID hardware chips to track medical history, past vaccinations and treatments etc. The development of today’s PetTech devices couldn’t come at a better time. Pets in the U.S. are in the midst of an obesity epidemic. It’s estimated that 59% of cats and 54% of dogs are overweight or obese — a stunning figure that has risen sharply in recent years. Though we’ve elevated the status of pets inside our homes and have begun treating them like family, we’ve also overfed them to such a degree that 100 million U.S. pets are now overweight. PetTech devices can play an integral role in helping manage and prevent pet obesity and other serious health issues. In order to get these devices into consumer hands, however, it’s imperative for brands to have access to compelling pet product marketing. How to market PetTech products The numbers don’t lie: PetTech is booming. In 2008, there was a single venture capital deal for PetTech products. In 2018, VCs invested $579 million in 33 separate PetTech deals. Consumers, meanwhile, are spending nearly $500 million annually within this product category. So how should a brand ensure its pet product marketing is on point? By considering the following: Cover the marketing basics: Complete an audience analysis; exhibit at industry specific shows; focus on industry specific media; build a social strategy and brand identity, etc. Understand that today’s “pet parents” are seeking PetTech devices largely for one reason: They are deeply motivated to improve every aspect of their animal’s life. They view their pet as a family member and exhibit the same sense of responsibility toward their pet. Marketing messages should focus on how the product harnesses technology to make specific, measurable improvements in an animal’s life. Today, pet parents have a deeper emotional bond with their animals and respond to emotionally rich marketing. While technology itself may not be perceived as “soft and cuddly” or emotionally resonant, there’s no reason why marketing messages have to leave audiences cold. The humanization of pets has been great for animals — yet it has also placed expanded responsibilities on pet parents. Keeping a pet today requires much more work and attention. How does your PetTech product help ease this burden? Pet product marketing should consider both the emotional and practical elements of keeping a pet. Connecting with the right pet product marketing agency If you’re seeking great package design or branding to elevate your PetTech offering, BIGEYE is the right partner for you. Reach out to us today to learn more about what a creatively inspired marketing campaign can do for you.
Dog Treats, DVDs, and CBD: 2019’s Hottest Product Category
It’s time to navigate the tricky terrain of CBD digital marketing with a specialized CBD marketing agency by your side through it all. The health and wellness industry has given us some powerful cultural trends recently: Quinoa, kale, gluten-free…the list goes on. Yet cannabidiol (CBD) has the potential to dwarf all of them. The CBD product category is exploding and brands are scrambling to take advantage – while simultaneously trying to gain more clarity into regulatory compliance issues and the tricky terrain of CBD digital marketing. To help you stay up to speed, let’s take a closer look at some of the latest developments in the CBD space. A DVD of “The Avengers,” a bucket of popcorn, and a side of CBD oil The retail adoption of CBD products continues to surge. You may have heard about CBD products popping up at CVS and Walgreens – but did you know you can also buy CBD gummies, sprays, oils, and lip balms at your neighborhood video store? Family Video, the largest movie rental chain in the United States, is rolling out CBD items in 250 stores nationwide. Thanks to streaming services and Redbox, the movie rental business isn’t quite what it used to be, and Family Video expects CBD sales to help drive in-store revenue. So far, so good – at least according to media reports. The video chain claims it is moving CBD merchandise quickly and may extend its CBD offerings to all locations nationwide. Staying ahead of the curve on compliance The 2018 U.S. Farm Bill opened the CBD floodgates, as it pushed CBD out of its gray area legal status. Yet while CBD is now legal to manufacture and sell (at least federally), there is still significant uncertainty around regulatory standards. Right now, there is little guidance with concerning standards for CBD extraction or production. That uncertainty also extends to CBD digital marketing. Right now, the Food and Drug Administration and Federal Trade Commission have offered little in the way of advertising and marketing guidelines, though they have sanctioned several companies for making false or misleading health claims. Many CBD brands are choosing to prepare for compliance by following established industry practices within the food and health supplement categories. That means complying with the terms of the FDA’s Food Safety and Modernization Act as well as following industry standards and best practices for all growing, production, and manufacturing. A dog treat worth begging for Pet owners spent $72 billion on their animals in 2018, a nearly 10% year-over-year increase. This reflects a trend that’s even more popular than CBD – spoiling our pets and treating them like proxy children. Direct to consumer (DTC) brands are driving growth in this market. Today, you can have DTC brands ship curated boxes of food, treats and toys for your pets to your home on a weekly or monthly basis. CBD, of course, is the next evolution. Pet owners have been treating canine anxiety and other issues with their own CBD stocks. Now, brands are jumping into the fray, offering their own spins on CBD pet products. While this might sound a bit whimsical, smart CBD brands understand that it’s big business. Pets are projected to be one of the fastest-growing segments of the CBD market over the next five years, reaching $125 million in sales annually at a yearly growth rate of 57%. The takeaway At BIGEYE, we’re fascinated by the evolution of the CBD market – but we’re also deeply cognizant of the challenges that come with CBD digital marketing. Brands not only need a compelling campaign, but they also need to focus on compliance. The challenge doesn’t end there. Because the world’s largest digital ad platforms remain closed to CBD products, brands can’t simply rely on Google and Facebook to find their audience. Don’t be intimidated – we can help you navigate this terrain successfully. Contact us today to learn more about what the right CBD marketing agency can do for your brand.
Top Strategies for Credit Union Marketers in 2020
While credit unions are almost universally admired, many consumers are still unclear on their benefits. Here’s what credit union marketers need to know. Credit union marketing comes with a significant built-in advantage: Most consumers are predisposed to like and trust credit unions. This, in turn, means they are primed for smart marketing and advertising messages. Let’s take a closer look at some of the most effective strategies credit union marketers can use to connect with audiences. Hammer Home the Core Credit Union Value Proposition Credit unions are (correctly) perceived as less commercial than banks. This makes them inherently more trustworthy in the eyes of consumers. Credit unions, by virtue of their design, also offer consumers a range of benefits that most banks can’t match (cost, accessibility, etc.). This is an incredibly strong value proposition for most people. Credit union marketing campaigns should therefore place a strong emphasis on the distinction between banks and credit unions and the many advantages consumers receive by opting for the latter. Help Consumers Break Free from Inertia Marketers should also consider the reasons why people don’t automatically opt for a credit union, even given the benefits involved. In many cases, the answer is simple inertia. Let’s be frank: Inertia and procrastination are powerful forces. Most of us have to power through our natural inclination to put things off, or maintain the status quo. Bank consumers are no different — and that’s why smart credit union marketers design campaigns with this in mind. Think about how you can incentivize bank consumers to make the switch, whether it’s by using special limited time offers or creating an easier way to sign up. Don’t Let Banks Win on Technology Credit unions own roughly 14% of the Baby Boomer demographic and are doing almost as well with Generation X. However, credit unions are lagging with millennials and members of Gen Z. Why? Part of it is attributable to technology. Banks are farther ahead on the digitalization curve, and younger consumers demand digital-first solutions. In order to stay competitive, credit unions need to target younger consumers. This means staying competitive in terms of technology, and using credit union marketing and advertising campaigns to raise awareness of these efforts. Credit unions are largely viewed as trustworthy and a good deal for consumers, yet they are also sometimes perceived as less than cutting edge. Marketers need to do their part to counteract this perception of stodginess and slow innovation. Segment Your Audience and Reach Them with Targeted Messages We just covered younger consumers and technology — now it’s time to talk about older consumers and their desires. By using market research, demographic profiling, and programmatic advertising tools, credit union marketers can segment their audiences and reach them with highly targeted and relevant messages. In the case of the credit union’s most loyal consumer category (Baby Boomers), these messages should be calibrated to focus on the aspects of the credit union model that most appeal to them: Namely, cost and accessibility. Studies have shown that older credit union members visit their branches much more frequently than bank consumers do. In an era where banks are relentlessly automating and scaling back the human touch, credit union marketers can draw a powerful distinction between that approach and their own more accessible, community-minded model. The Takeaway Credit unions have a powerful value proposition that banks can’t match. Yet they also have their own challenges, particularly with younger consumers. By following the strategies outlined above, credit union marketers can create well-executed strategies that help convince consumers to make a change, or become even more loyal. At BIGEYE, we specialize in forward-thinking, tech-enabled credit union marketing campaigns. Contact us today to learn more about what our marketing strategies can do for your credit union.
Why Direct to Consumer Pharma Ads Remain a Global Anomaly
Direct to consumer prescription drug ads are everywhere in the US — and almost unseen everywhere else. Here’s why. In the U.S., consumers are bombarded with ads for pharmaceuticals — so much so, in fact, that the very form has become a cliché (think about “active seniors” pursuing their favorite activities while a narrator rattles off a list of side effects). If you work for a pharmaceutical advertising agency that isn’t based stateside, it’s an entirely different world, however. The U.S. is the only large market where direct to consumer pharmaceutical advertising is permissible. Only one other country (the ‘tiny by comparison’ New Zealand) allows the practice — and that nation has seen repeated efforts to ban consumer prescription drug ads. Let’s take a closer look at why direct to consumer drug marketing works, and any changes that could lie ahead. The Power of Direct Advertising While direct advertisements for pharmaceuticals are now inescapable, the truth is that they’ve only been around for 22 years. The practice of marketing medications to consumers was made legal under the Clinton Administration in 1997, immediately unleashing a torrent of new advertising on the public in a previously unseen category. The rationale behind this move was simple: When people suffering from a certain affliction would see an ad for a product that treats their symptoms, they would ask their physician about the product, opening up an important dialogue about their health in the process. However, the reality hasn’t always proved so simple. When direct advertising certainly works in terms of generating brand awareness and sales, some physicians have raised objections about the role it plays in patient health. In a Food and Drug Administration survey, 65% of physicians reported feeling that direct advertising sent confusing messages to patients; a smaller number of physicians reported feeling pressure to prescribe as a result of direct ads. This has occurred against a backdrop of massive expansion in direct pharma advertising dollars. According to a Journal of the American Medical Association study, total direct pharma ad spending grew more than 360% from 1997 to 2016. The reason for that ad spend is simple: It results in sales, and lots of them. Another federal study showed that for every $1,000 pharma companies spend on direct advertising, they add 24 new patients. Pharmaceuticals supported by direct consumer ads add patients at a rate seven times higher than drugs without ads. Alternative Approaches to Direct Ads One alternative to direct pharma advertising that has gained traction in recent years is the Disease Awareness Campaign (DAC). This model eschews product-specific direct ads in favor of a less commercial advertising approach that aims to heighten awareness. Gilead, one of the world’s leading drug developers, has used the DAC approach in support of its new hepatitis C treatment. The ads encourage people to seek testing for the disease without getting into the merits of Gilead’s product. Ultimately, it is unlikely that we see a move to significantly restrict direct pharmaceutical advertising in the US. In fact, it seems likely that other nations may follow the lead of the U.S. and New Zealand and loosen regulations. The European Commission, in fact, has undertaken hearings to explore that possibility, though any approved ads would likely be much less promotional in nature than what is seen in the U.S. If you’re running a pharma brand or a pharmaceutical advertising agency, perhaps the best approach is one of moderation. Take advantage of the reach and efficacy of direct advertising, but make sure it’s done in a way that stresses awareness and maintains a sense of professional ethics. Ultimately, drug companies, physicians, and patients all need to pull in the same direction to create better health outcomes. The Takeaway At BIGEYE, we believe that a great pharmaceutical advertising agency offers its clients three things: Domain expertise, advanced technological tools, and a sophisticated understanding of the existing marketing landscape. Don’t hesitate to contact us today to learn more about what BIGEYE can do for you.
Why the Market for Pet CBD Supplements and Treats is Booming
CBD has gone from fringe to mainstream in record time — and treating pets with CBD is the latest trend. So what does this mean for pet care marketing? Step into any CVS or local convenience store and you’re likely to be surrounded by CBD-infused products. In a very short period of time, CBD supplementation has gone from a fringe concern to a full-fledged health and wellness phenomenon. Rapid growth in CBD use isn’t strictly driven by human consumption, however; many pet owners are also dosing their animals — something with profound implications for brands engaged in pet care marketing. Let’s take a closer look at CBD’s benefits, the reasons for its newfound prominence and the impact it’s having on the pet care industry. CBD 101 For the uninitiated, CBD is a non-psychoactive compound derived from the hemp plant. While CBD is a chemical component of cannabis (one of hundreds), it does not have an intoxicating effect. It does appear, however, to have health benefits. Research has shown that CBD can have a positive effect on anxiety, depression, insomnia and certain forms of pain. CBD is commonly administered in oils and gummies and can be taken orally or through the skin. Why is CBD exploding in popularity? In a word: Legality. The 2018 Farm Bill legalized the sale of CBD products across the U.S., allowing them to be widely sold in retail and online settings. Prior to this, CBD products existed in a legal and regulatory gray market. This gray market status acted as a brake on CBD growth. While there are local jurisdictions that still have regulations governing CBD, production and sale of the compound is fully legal under federal jurisdiction. This has given CBD brands and large retailers the confidence to market these products vigorously — and they’ve found a highly receptive market. Many people are seeking natural, non-pharmaceutical treatments for anxiety, insomnia and other issues, both for themselves and for their pets. Why has CBD captured the fancy of pet owners? CBD-infused pet supplements and treats represent one of the fastest-growing segments of the pet care market. CBD pet products are projected to have a compound annual growth rate of 57% over the next five years. The reason for this is simple: Anxiety, pain and inflammation are all widespread, chronic conditions for household pets. Roughly 20% to 40% of dogs presented to veterinary behavioral specialists are diagnosed with anxiety. Meanwhile, virtually all pets struggle with inflammation and pain during their final stage of life. Many pet owners are seeking an alternative to vet-prescribed pharmaceuticals. Additionally, vet care isn’t always accessible to pet owners. CBD pet products are filling this niche — and experiencing extraordinary growth in the process. What does this mean for pet care marketing? Grain-free dog food and CBD pet supplements and treats are the two trends responsible driving much of the new growth within the pet care sector. As such, both have the attention of pet care brands and pet care marketing agencies. Marketers would do well to consider the common thread between grain-free dog food and CBD treats: Both product categories offer something new and ostensibly better for pets. Today’s pet owners consider themselves to be more like “pet parents,” and they are willing to do whatever they can to give their furry children the best experiences and products possible. This attitude should be top of mind not only when marketers are creating ad messages, but also when engaged in package design, identity and other branding elements. Finding the right pet care marketing agency You can’t teach an old dog new tricks — so why bother waiting for your existing marketing agency to modernize its approach to pet marketing? At BIGEYE, we’re pet marketing experts. Whether you need brand naming services, SEO expertise or any one of our full suite of marketing services, we’ll help you create the kind of work that makes audiences sit up and beg for more information.
Pet Food Marketing: Why Millennials Shouldn’t Be The Sole Focus
Millennials are a natural audience for pet food marketing — but they shouldn’t be your sole focus. Let’s find out why casting a wider net is the smarter play. We get it — millennials are the cat’s pajamas. They represent a huge generation with a lot of buying power. Thousands of bloggers have written millions of think pieces examining why millennials are such a critical audience. And — even better — they’re huge pet lovers. So why are we going to tell you to cast your gaze elsewhere when creating your next pet food marketing campaign? Let’s find out. Why millennials should not be your sole marketing focus Millennials are the largest generation in the U.S. They own pets at a higher rate than Baby Boomers. Millennials treat their pets as proxy children, showering them with attention and expensive products. A pet food marketing practitioner’s dream, right? Sure — but that dream can quickly turn nightmarish if you develop tunnel vision. Millennials may check all the boxes in terms of a pet marketing audience, but let’s consider a few other facts: 65% of pet owners in the U.S. are not millennials. The average millennial has a net worth of just $8,000. The median net worth for Baby Boomers is $360,000. Gen X has a median annual income that’s 250% higher than millennials. Baby Boomers spend $548 billion on products annually, $200 million more than Gen X, the next closest cohort. Baby Boomers are responsible for 70% of all disposable income in the US. Millennials aren’t looking quite so dreamy now, are they? They love animals — there’s no doubt about that. Yet they pale in comparison to older buyers in terms of raw spending power. Though they haven’t been the subject of countless marketing think pieces, older Americans still control consumer spending in almost every category, including pets. That’s the financial case for diversifying your marketing approach. Yet there’s also a cultural case — and it runs in the opposite direction. Don’t overlook Gen Z…and tailor your messages to the appropriate market The same financial arguments that apply to Millennials apply doubly to Gen Z, whose vanguard are just now reaching their early 20s. Yet brands would be foolish to overlook them: They are another massive cohort with equally massive devotion to their pets. Gen Z pet ownership numbers are expected to eventually exceed those of millennials, who are already the top generation in terms of ownership percentage. Fortunately, there is lots of overlap between the two groups in terms of how they view pets. Both humanize their animals and both are willing to pay more to furnish them with the best products and experiences. However, there are some differences as well. Gen Z members are more skeptical in terms of branding messages and less likely to believe claims that products are special because they are organic or all natural. They tend to dislike overly curated branding and favor a more direct and unmediated approach, and this particularly applies to brand identity. Brands engaged in pet food marketing should also consider the desires and priorities of older buyers. Baby Boomers preceded the pet humanization trend; as such, they are more likely to have conventional notions about pet food and pet care. Older buyers are also receptive to marketing messages that emphasize how pet products will help make their own lives easier. The demands of keeping a pet are often much harder on older consumers, so it’s important that brands consider that angle of the pet ownership experience when marketing products. Finding the right pet marketing agency A smart, forward-thinking marketing agency understands the value of audience analysis. If you’re pitching to one segment to the exclusion of another, you’re hurting your bottom line. At BIGEYE, we can help you create a comprehensive pet food marketing campaign that speaks to all audiences.
How Direct to Consumer Brands Can Market Creatively
Direct to consumer (DTC or D2C) brands are capturing the public’s imagination — and also their dollars. Here’s how your brand can market creatively. The ripple effects of the Internet and social media are responsible for countless changes to the way we work and live. Yet the impact these technologies have had on business is no less profound. Today, direct to consumer brands can reach new audiences at a fraction of the cost associated with legacy marketing approaches. In order to do so, however, they need one thing: Creatively inspired marketing and advertising, supported by sophisticated technology and consumer insights. With that in mind, let’s take a closer look at three creative marketing tips for direct to consumer brands. Unlock the full potential of influencer marketing Direct to consumer brands have bootstrapped their way to growth by leveraging search tools and social media. Instead of expensive (and poorly targeted) TV campaigns, brands cultivated their audience through digital advertising and social outreach. The results have been impressive, as direct to consumer brands continue to take a larger and larger slice of the overall consumer pie. This marketing approach, when done well, comes across as more organic and less mediated. It allows brands to build a grassroots online audience of loyal fans and brand ambassadors. Influencer marketing can play a critical role in this strategy. Influencers are perceived as more authentic than legacy ads and they often already hold sway over a large segment of a brand’s target audience. The influencer economy also developed organically — it wasn’t dreamed up as some mad experiment in a Madison Avenue ad shop. Given these attributes, it makes for a natural pairing with direct to consumer brands. Growth in the influencer economy continues to be robust — 320 new influencer platforms and influencer-based agencies were launched in 2018. Dealing with influencers one-to-one can be tricky (many aren’t fully professionalized), so it makes sense to use an agency with expertise as a conduit. Focus on simplicity Consumers — and people, generally — dislike complexity. Sometimes the best marketing and advertising messages are most simple and straightforward. This is particularly applicable to direct to consumer brands. Many companies in this category have made a name for themselves (and earned substantial marketing share) by offering a simpler, better take on an existing product. Consider the example of Harry’s. This direct to consumer razor company began with a simple idea: cheap razors are terrible to use, but high quality razors are absurdly expensive. Harry’s entered the market with an excellent razor sold at a mid-range price and began stealing market share from Gillette. Direct to consumer pants seller Bonobos succeeded with an equally simple premise. They realized that men hate shopping for pants, and that most mass market pants fit poorly. Bonobos offered well-fitting pants that found a middle ground between style and comfort — and they sent them directly to consumer doors. The idea was so simple — and successful — that the company was eventually bought by Wal-Mart. This commitment to simplicity isn’t constrained to product designs or marketing opportunity. Direct to consumer brands such as Harry’s, Chewy.com, Bonobos etc. have historically kept their marketing messages simple. They offer a laser focus on the product’s core value proposition, and relay it to consumers in elegantly simple terms. Take advantage of the most powerful tools and platforms TV advertising may offer reach, but digital advertising allows you to target with precision. Direct to consumer brands should take full advantage of programmatic buying when pushing a campaign. One of the advantages a direct to consumer brand often has over brick and mortar retailers is the closeness of their relationship with customers. Because DTC brands deal with consumers directly, with no middleman involved, they have an opportunity to create meaningful personalized experiences. They also have the opportunity to collect an enormous amount of actionable data, which can help them show more relevant ads to their audiences. The takeaway At BIGEYE, we’ve got the experience and domain expertise to help you craft direct to consumer marketing campaigns that get results. Don’t wait to contact us today for more information on how we can help your DTC brand stand out.