Pet Food Forum 2011 presentation
-
Upload
robert-wheatley-emergent-healthy-living -
Category
Lifestyle
-
view
2.697 -
download
2
description
Transcript of Pet Food Forum 2011 presentation
Marketing Pet Brands with Emotional Firepower: The Power of Pet Ownership…
Emerging data is changing the paradigm of pet ownership and the opportunity in pet care brand marketing…
Get one of these Or take two of these
Impact on obesity/chronic disease and costs… According to Preventing Chronic Disease, regular physical
activity from dog walking can help… Mitigate risk factors for obesity, coronary heart disease,
osteoporosis, hypertension and high cholesterol
Australian national survey on pet ownership and reduced health costs found… 58% of respondents who were pet owners experienced a 5%
reduction in annual health expenditures totaling $1.8 billion
Odendaal discovers pet owners experience increases in six neuro-chemicals in the brain Lowers blood pressure, enhances well-being, happiness
Transforming the benefit equation for pet ownership…
Study follows 369 cardiac arrest survivors: 112 owned pets, 251 did not… Dog owners survival rates after one year were six times higher
than non-dog owners
Melbourne Cardio-Vascular clinic tests 6,000 patients divided into those with and without pets… Pet owners had statistically significant lower levels of systolic
blood pressure, cholesterol, triglycerides
Cambridge study follows 71 adults with pets and 26 pet-less controls for 10 months… Pet owners showed significant decrease in minor health problems
What can pet ownership now mean? Enhances recovery from serious illness including stroke and cancer
Helps reduce the frequency and therefore costs associated with doctor visits
Children exposed to pet allergens in the first year of life have reduced risk of asthma and allergic rhinitis
Now more frequently recommended in treatment of autism, Alzheimer's and spinal injury
Dogs can detect presence of certain cancers
Offers verified therapeutic, psychological, physiological and psychosocial benefits
“My pet has a positive impact on my physical health.”
Marketing with a Higher Purpose…
The Human
Life-Support
System… Dr. Marty Becker
Trai
lbla
zer “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…a
brand is a belief system. Want
greater rewards? Then impart your
brand with greater meaning…”
Emotion drives purchase
Current focus: Celebrate the bond…
Emotion drives purchase
Current focus: Romance the ingredients…
Will you secure brand distinctiveness with…
Specsmanship?
Our nutrition experts are 20% smarter!!
“(Insert brand name here) brings your pet the highest quality, healthy natural ingredients you can trust…”
Emotion drives purchase
Disrupt the path of what is expected and understood in pet food…
Emotion drives purchase
A new dimension in the pet care brand conversation…
Owner health and wellness
Emotional Bond
Better ingredients/
quality of life
Optimal brand strategy…
High Uniqueness
Low Relevance
Low Uniqueness
Low Relevance
Low Uniqueness
High Relevance
Uniqueness…
In brand’s ability to deliver a solution
Pet Brand X
Owner Health/Well-
being
Pet Care Education
Community and
Experiences
Relevance…
Consumers truly care about and are interested in your proposition
High Uniqueness
High Relevance
Price, Flavors, Forms
Updated Pet Food Brand Value Proposition
PRICE
QUALITY INGREDIENTS
FORM AND FLAVOR VARIETY
HOLISTIC, NATURAL, ORGANIC
EDUCATES ME ABOUT PET NUTRITION
FACILITATES MY PASSION FOR EXPERIENCES AND CONNECTION WITH MY PET
ENABLES A PET PARENTING COMMUNITY
HELPS ME AND MY PET IMPROVE OUR HEALTH AND WELL-BEING
UNDIFFERENTIATED EXPECTED
DIFFERENTIATED UNEXPECTED
Brand
“SAMENESS”
Relevant communication creates engagement…and that means we’re talking to consumers about something that’s new, interesting and that they will care about…
Pet Parent and Pet
PLAY
EXERCISE
NUTRITION
EMOTIONAL WELFARE
HEALTH
RELAXATION
Integrate human and pet wellness needs…
I will have a longer, healthier, happier and more fulfilling life by caring for my pet…
Emotion drives purchase
Holistic brand outreach paradigm…
Pet Owner health and well-being
Advice and enabling
Sharing and
community
Expert voices
Research
How to bring this new message to life effectively?
Pet Brand
Message Platform
Events and Experiences
Earned Media and Blogger
Outreach
Brand-Owned Media
Social Platform Integration
Email Conversion Strategies
Paid Media and SEO
Outreach strategies…
93% of on-line consumers are subscribers to permission-based email • 50% make purchases as a result of email offers
38% of on-line consumers are Facebook users with at least one brand “like” • Highest among 18 to 34 year olds
5% of on-line consumers have a Twitter account and follow at least one brand • Twitter influential across other platforms
Social optimization…
Source: ExactTarget
2011 Public Relations, Social Media Ideation
November 4, 2010
Engaging content, exclusive offers…
• Emotive imagery • Influential voices • Relevant content • Appropriate to brand
positioning and differentiation messages…
How should pet care brands leverage FACEBOOK?
Appropriate video
content
Connect with
Bloggers
Build a community
Cause marketing
tie-in
Hercules was hit by a car and left for dead. Today he is walking with the help of FOUND through surgery, water therapy and muscle building techniques.
www.foundchicago.org
Brand-Owned Media
Best Practices…
• Outside experts and influencers
• Viewer/reader benefit focus
• Video channel
• E-zine, e-newsletter, e-book
My pet is helping me take care of me, too…
Drive for uniqueness and higher purpose by positioning your brand as a credible source on pet and pet owner wellness…
A pet brand’s higher purpose leads to a relationship…
A relationship creates engagement and generates preference…
And that builds sales. Trai
lbla
zer
Thank You!
Bob Wheatley
Wheatley & Timmons, Inc
312-755-6200
Blog: brandtrailblazers.com/blog
Web: www.wheatleytimmons.com