Four Can’t Miss CBD Pet Product Marketing Techniques
Today’s pet owners are willing to go to extraordinary lengths — and spend staggering amounts of money — for their animals. This presents a significant opportunity for those who can market CBD pet products in the right way. Pet owners are still learning the ropes when it comes to CBD-infused animal products — “ways to use CBD on my pet” is one of the most common search queries within the industry. So how can CBD brands take that curiosity and transform it into a loyal customer base who loves their products almost as much as they love their pets? It all starts with well-executed advertising and marketing. With that in mind, let’s look at four tips for your next CBD pet product campaign. Emphasize the Cost Benefits People are incredibly passionate about their animals. Yet millions of those pet lovers can’t afford to pay for their own medical insurance, let alone foot the bill for frequent vet trips. Even the most tenderhearted dog or cat lover might be forced to skip regular vet visits if their budget simply won’t stretch. Given that CBD pet products are relatively inexpensive and can be purchased without any need for a veterinary prescription, they present an intriguing option for consumers without sufficient spending power. And that’s a broad category — currently 76% of Americans live paycheck to paycheck; 50% of Americans earn fewer than $30k annually and 38% earn fewer than $20k annually. By creating marketing messages that emphasizing the reasonable cost of most CBD products, consumers will be more inclined to use them as a supplement to regular animal care under a vet’s supervision. Segment Your Pet CBD Audience Audience segmentation is critical for virtually all brands, and it can be practiced in a way within the CBD space that allows you to target specific breed owners. For example, bulldogs and Dalmatians are genetically pre-disposed to suffer from the painful condition of hip dysplasia. CBD products have been demonstrated to help with hip and joint issues — the kind of serious issues that often plague purebred puppies. CBD products can also be targeted toward owners of breeds that tend toward anxiety, and of course older dogs and cats who suffer from a range of common maladies. By segmenting your audience in this fashion, you can deliver more relevant messages and generate a higher ROI. Emphasize Quality Control Pet owners have become as concerned about what they put into their animals’ bodies as they are about what they put into their own. This is doubly so for newer products such as CBD, without an extensive track record to examine. In order to reassure consumers about the naturalness and quality of your CBD pet products, it’s important to stress that your brand uses top quality raw materials and (ideally) operates on a farm to shelf basis. Offer a Real World Window Into Common CBD Uses for Pets A pit bull might be the most fearsome looking family protector on his block, but one stray thunderstorm can have him quivering in the corner. It’s a funny image, but it also speaks to something every pet owner understands: Even the most loyal, brave and protective animals still need human love, care and attention. Pet products for CBD curious buyers can help provide that nurturing care. A marketing campaign that shows real world examples of CBD pet products alleviating thunderstorm stress is a compelling way to illustrate how CBD can help improve an animal’s mental state. That same campaign could also show older dogs and cats benefiting from the pain-relief and inflammation effects offered through CBD ingestion. The idea is simple: Provide an authentic, unmediated look at how CBD pet products are helping real animals live better lives. There’s also one more advantage to taking a documentary approach: Pets don’t exhibit the placebo effect or show off for camera lenses, so they make fairly credible case studies — even though they don’t have much to say. Working With the Right CBD Pet Product Marketing Agency At Bigeye, we’ve established ourselves as one of North America’s leading creative agencies for CBD brands. Few of our competitors have the domain expertise needed to create credible, compelling and strategically executed CBD pet products campaigns. If you need help with CBD pet marketing, we urge you to reach out to Bigeye today.
Creating CBD Pet Product Marketing That Speaks to Pet Owners
If you want to move CBD-infused pet products, you need to get inside the heads of pet owners. Here are a few ideas for you to consider when creating your next CBD pet product marketing push. The days of a Milkbone and a pat on the head are long gone for today’s pets, who are now being treated like pampered and beloved family members. This transition is underscored within the cannabidiol industry, with CBD-infused pet treats booming in popularity. It’s estimated that CBD pet products will become a $1.16 billion market by 2022. So how do you create CBD pet product marketing that gets the ears of pet parents to perk up? Let’s take a closer look at a few our of our favorite tricks. Focus on Downstream Effects When Targeting CBD Pet Owners Great advertising and marketing activates an emotional response — and people get highly emotional about their pets. So, when marketing to pet owners, it’s a smart idea to focus on the impact your CBD product can have on the underlying issues that many pets struggle with. One example: Dogs who exhibit amazing bravery when protecting the family from strangers are often end up cowering in the corner as soon as a thunderstorm strikes. The sound of storms can be overwhelming — and dogs simply don’t understand what’s happening. By creating marketing content that underlines how CBD can be effective in the treatment of storm-related anxiety, you provide a powerful use case — and an emotionally resonant experience — for pet owners to chew on. Stress the Anecdotal Research may not be the plural of anecdote, but for those engaged in CBD pet product marketing, that’s all we really have. While there is considerable scientific literature on the impact of CBD on the human body, research on CBD in dogs, cats and other animals is scant. Given this paucity of scientific data, CBD pet product marketing is better focused on anecdotal experiences. This isn’t necessarily a bad thing; anecdotes can be quite powerful, given the shared experiences of pet owners. A marketing video with four or five pet owners who have administered CBD pet products to their animals is one strategy you can employ to help audiences connect with your campaign. Stress the Safety and Naturalness of Your CBD Product Pet owners today are nothing like the pet owners of a generation or two ago, many of whom wouldn’t dream of checking the ingredient list in their pet’s can of Alpo. Today, you can set pet owners scanning pet food ingredients with the same intensity they’d show when signing mortgage documents. In other words, healthy, clean and natural ingredients are very important to today’s pet owners. This, of course, extends to CBD consumables as well. Pet owners will want to be reassured that the CBD-based dog treats won’t feature elevated levels of THC or anything that might cause their beloved pet to have an adverse reaction. This means that CBD pet product marketers should make an effort to emphasize the natural and safe status of their products. Before pet owners will trust you to help their animals feel better, they need to be convinced that the product will do no harm. Emphasize the Quality It’s a widely accepted fact that quality can be somewhat variable in the cannabidiol industry. Pet owners, once again, are demanding the best for their animals. If they are willing to spend $80 on a bag of grain-free dog food that has boar meat as the first ingredient, they are also going to be willing to pay more for the highest quality CBD pet products they can find. This means that marketers should position their products as premium if possible, and take pains to reassure consumers that quality is standardized and not subject to the industry’s checkered record of variance. How BIGEYE Helps CBD Pet Marketers At Bigeye, we have the domain expertise to help you create a CBD pet marketing campaign that truly resonates with pet owners. Contact us today for more information about how we can help.