IPPE Presentation Share€¦ · parent - very protective of pets EMOTION RUNS HIGH 2 The...
Transcript of IPPE Presentation Share€¦ · parent - very protective of pets EMOTION RUNS HIGH 2 The...
PET NUTRITION BEING A VOICE TO PET PARENTS
WHO WE ARE
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Business Planning Quality & Regulatory Support Education & Training
INSIGHT
Credible Backgrounds Support All Phases of Pet Industry 80+ Years in Business
EXPERIENCE
Product Development New Ingredient Development
Research & Design Food Science + Nutrition
INNOVATION
Trusted Authority Consistent Results Consumer Advisor
INTEGRITY
OUR EXPERIENCE
500+ Plants Worldwide
Launched
1,500+ Products
Board Certified
Human & Pet Nutritionist
Board Certified
Food Scientist
Training & Communication With
30,000+ People
Taught in
35+ Countries (Vet Schools, Retailers,
Breeders, Clinics)
100’s of Articles Published
Worldwide
AGENDA
1 Current State of Pet Nutrition Communication
Our Key Learnings & Takeaways
Roadmap For The Future
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www.bestppt.com
CURRENT ENVIRONMENT
WHAT DO PET PARENTS EXPERIENCE TODAY
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PET PARENT QUESTIONS
What is the best dog
food?
Are ingredients in pet food
bad?
What does this
ingredient mean?
Should I feed grain-free
foods?
Why does my dog have
allergies?
Recommend a good food for my dog!
Answer my questions about pet nutrition and what my dog needs.
Help me understand what’s inside my dog’s food.
WHAT PET PARENTS FIND
Nutrition Information From
Bloggers With No
Background
Review Sites Done by Other
Consumers With No Training
(who read the blogs to form opinions)
Activists Convinced Pet
Food Is Killing Pets
www.bestppt.com
Industry “insiders” viewed as dishonest or untrustworthy
No good sources for pet parents
Lots of incorrect information on the internet
LACK OF
INFORMATIONLITTLE TRUST
MIS-INFORMATION
LACK OF INFORMATION
MIS-INFORMATION
LACK OF TRUST
LACK OF TRUST
www.bestppt.com
OUR CONCERNLack of information and mis-information on nutrition causes pet parents to make
decisions that may actually harm their pet!
We all want what’s best for our pets.
www.bestppt.com
KEY LEARNINGS
WHAT WE’VE LEARNED FROM OUR RESEARCH
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COMMUNICATING NUTRITION IS TOUGH!
1 Emotionally charged subject for many pet parent - very protective of pets
EMOTION RUNS HIGH
2 The nutritional beliefs and understanding of the pet parent are passed on to their furry friends
PASS ON OWN BELIEFS
3 Marketing messages and bloggers often convince pet parents of something that is not true
NOT ALWAYS FACT-BASED
4 Commonly held belief that the industry is motivated by money, not what’s best for pets
INDUSTRY INSIDERS “DON’T CARE”
5 More consumers are aware that most vets only receive one nutrition class
VET AS EXPERTS SHIFTING
6 Ingredients are often mis-understood and/or not trusted to be of high quality
INGREDIENTS ARE SUSPECT
7 It’s human nature to latch on to the “negative” and even more so when it’s linked to pets who are viewed as kids
NEGATIVITY REIGNS
8 It’s much easier to say “XYZ is bad” than to explain how nutrition actually works
NUTRITION IS A TOUGH SUBJECT
TWO FACTORS FOR GOOD COMMUNICATION
Brands
Retailers
Associations
Ingredient Companies
Universities
Have Knowledge
Limited InfluenceHave
InfluenceLimited Knowledge
Vets
Other Pet Owners
Social Media Influencers
Bloggers
Influence is the key to changing how consumers think.
TRUE INFLUENCE COMES FROM TRUST
KEY OBSERVATIONS OF INFLUENCERSNUTRITION/FOOD FOCUS
KNOWLEDGE INFLUENCE SOCIAL MEDIA
FOOD REVIEWERS LACK EXPERTISE
4.5M
1.5M
FOOD REVIEWERS LACK EXPERTISE
CHALLENGES TO CURRENT REVIEWS
Reviewer’s never purchase the foods. Reviews are simply made from looking at brand websites.
Personal nutrition bias is the filter to determine if a food is good or not.
Reviewer’s are not interacting with their followers or answering their questions.
ONE FOOD TO REPRESENT THEM ALL!
www.bestppt.com
FUTURE ROADMAP
THE SOLUTION TO COMMUNICATING WITH
PET PARENTS
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WHY WE CAN SOLVE THIS!
NEUTRAL Not part of an industry association or brand
trying to sell a product or position.
Content and reviews are independent and unsponsored.
Backed with the knowledge of a PhD nutritionist who understands the link between foods and overall health.
Diverse and extensive backgrounds with pet studies, research and food science.
Our family pets benefit from what we know about nutrition - we think other pet parents should too!
KNOWLEDGE Understand the science
of pet nutrition and ingredients that
contribute to a healthy pet.
EXPERIENCE We have a broad range
of experience in nutrition,
food science & product development.
PET PARENTS We are pet parents too who want connect over
our love pets and passion for nutrition.
www.bestppt.com
OUR GOALBecome the thought-leader and
primary influencer for pet nutrition.
MEET SATCHMO!
MO KNOWSwww.moknows.org
Mo KnowsPLATFORMS
WebInteractive and
easy-to-navigate website
YouTubeNew videos
posted weekly
FacebookSharable videos
and links
TwitterConversations
directly with pet parents
@TheRealMoKnows
MO KNOWS: CONTENT
NUTRITION
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• Explanation of ingredients found in foods
• Myth-busting common nutrition errors
• Discussion of how nutrition works inside your pet
REVIEWS
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• Find the right food for your pet!
• Content from a real pet nutritionist
• Foods purchased & photographed
• Actual lab results for foods reviewed
• Easy-to-understand graphics & illustrations
PETS!
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• Behind the scenes with Mo & Friends
• Curated fun pet content from around the internet
• Showcasing pets following Mo Knows
• Contests to win fun prizes for pets
OUR STRATEGY
BUILD TOP-OF-MIND AWARENESS
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FOCUS ON RELEVANT CONTENT
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BE SIMPLE &
ACCURATE
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CONTENT FUN!
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FOSTER RELATIONSHIPS
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www.bestppt.com
GET INVOLVED!Become Part of the Mo Knows “People Pack”