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.

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