Marketing Pet Brands with Emotional Firepower: How to ......pet food brand value proposition price...
Transcript of Marketing Pet Brands with Emotional Firepower: How to ......pet food brand value proposition price...
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Marketing Pet Brands with Emotional Firepower:
How to Build Brand Preference and Sales
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The Trailblazer Path to
Extraordinary Pet Food Brand
Growth…
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Your Business Future?
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! Profitable, sustainable
growth
! A loyal customer base
! Solid retail and distributor
partnerships
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Humanization…
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93% of pets
are family
members…
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Pet
ownership
rising across
all age
groups…
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50% of pet food sales to
households above 70k
income…
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Premium-ization…
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Recall dawns era
of nutrition
awareness and
diligence…
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25% trading
down,
fueling rise
of store
brands…
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Mad Men Model: Interrupt, Imprint, Persuade
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If You Build It They Will Come?
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1
Pet brands cannot COMPEL interaction – the
consumer is now running the show…
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Push-Button Marketing is Dead.
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Super Target
Value Proposition
Higher Purpose
Power Positioning
Social Media CommunicationTra
ilb
laze
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Today, successful
brand relationships
are like the ones
people have with
their pets…
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Achieving traction…How?
RELEVANCE
MEANING
LOVE
EMOTION
RECIPROCITY
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Competition is not at the shelf, in frequency of promotions
or tonnage in “push” communication….
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The battle is
in here
first…
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OVER CHOICE
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Commoditization and Sameness
SAMENESS
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I’m
natural…
I’m more
natural…
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Specsmanship?
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!Absence of trust
!Too much choice
! Lack of distinctiveness
!Confusion
!Skepticism
!Not enough time
!Analytical messages
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Yeah, Whatever…
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Your goal as a business is NOT to acquire customers to
make more money. Your goal is to use money to acquire
and keep happy pet parents…
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Stop Transactional Thinking!!
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People are not fact-
driven, analytical
decision-making
machines…Rather our
brains are “expectation
creation” machines…
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The intellectual space a
brand can own is in direct
proportion to its meaning
and value to the
consumer…
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“Science now proves what brand
strategists have always sensed. We
human beings have a need to believe in
and act upon something that’s greater
than ourselves… Let’s realize the
significance of this discovery and impress
upon ourselves that a brand is a belief
system. Want greater rewards? Then
impart your brand with greater meaning…”
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Assessing Pet Brand Strength
High
Uniqueness
Low
Relevance
Low
Uniqueness
Low
Relevance
High
Uniqueness
High
Relevance
Low
Uniqueness
High
Relevance
Uniqueness…
In brand’s
ability to
deliver a
solution
Relevance…
Consumers truly care about and are interested
in your proposition
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Pet Brand Value Creation Wedge
Under Leveraged More Powerful
Understood Less Powerful
Functional
Value
Financial
Value
Intangible
Value
Emotional
Value
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Pet Brand Value Creation Wedge
Under Leveraged More Powerful
Understood Less Powerful
Functional
Value
Financial
Value
Intangible
Value
Emotional
Value
Allergies
Joint
Immune
Vet bills
Life ROI
Quality
Nutrition
Health
Wellness
Feelings
Love
Gratitude
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Emotion drives purchase
Emotion drives
purchase…
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Pet Food Brand Value Proposition
PRICE
QUALITY
INGREDIENTS
FORM AND FLAVOR VARIETY
HOLISTIC, NATURAL, ORGANIC
EDUCATES ME ABOUT PET NUTRITION
ENABLES A PET PARENTING COMMUNITY
HELPS ENHANCE MY PET’S HEALTH AND WELLBEING
FACILITATES MY PASSION FOR SHARED EXPERIENCES AND CONNECTION WITH MY PET
UNDIFFERENTIATED EXPECTED
DIFFERENTIATED UNEXPECTED
Brand
“SAMENESS”
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Your mission: create links to pet
parent passions…
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Needs:
! Behavior
! Health
! Nutrition
! Life-stage
! Breed selection
Enabling superior care…
Pet Lifestyle:
! Exercise
! Walking
! Playing
! Feeding
! Relaxing
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“Together we can help
you do it yourself…”
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What’s Your Higher Purpose?
Human
Life-support
System…Dr. Marty Becker
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Relationship driven
Relevant communication
New category creation
Disrupt conventions
Exude uniquenessTra
ilb
laze
r
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Power Positioning --
unique, different =
new category
creation…
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No, Really Different…
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TRUST
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The Brand Trust Ladder
INVASIVE
Telemarketing,
spam
PUSH
Ads, promos,
direct mail
AUTHENTIC
Experiences
Events
VALIDATION
Trusted
Influencers
Character
of
Customer
Interaction
Communication
ROI
Relationship
Driven
Transactional
Tuned Out Engaged
Trusted
Disbelief
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Social media is word of mouth on steroids
Social media can help create customers
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Engaging in
conversations
and creating
communities
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Your new digital media tool kit…
• Social media platforms
• Videos
• Podcasts
• Blogs
• Links
• Community
• webcasts
• E-newsletters
• Experts and credible third parties
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Generating Word of Mouse…
Owned Media
! Video
! E-books
! Platforms
Earned Media
! Bloggers
! TV
Paid Media
! Ads
! Direct mail
! PromotionSOCIAL
MEDIA
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A higher purpose leads to a
relationship…
A relationship leads to
engagement, mattering and
preference…
And that generates sales.
Tra
ilb
laze
r
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Thank You!
Bob Wheatley
Wheatley & Timmons, Inc
312-755-6200
Blog: brandtrailblazers.com/blog
Web: www.wheatleytimmons.com