Pet Food Forum 2011 presentation

Marketing Pet Brands with Emotional Firepower:The Power of Pet Ownership…

Emerging data is changing theparadigm of pet ownership andthe opportunity in pet care brandmarketing…

Get one of these Or take two of these

Impact on obesity/chronic disease andcosts…  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 petownership…  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, Alzheimers 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 HumanLife-SupportSystem…Dr. Marty Becker

“Science now proves what brandTrailblazer 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 purchaseCurrent focus: Celebrate the bond…

Current focus: Romance the ingredients… Emotion drives purchase

Will you secure brand distinctiveness with… Specsmanship? “(Insert brand name here) brings your pet the highest quality, healthy natural ingredients you can trust…”Our nutrition experts are 20%smarter!!

Emotion drives purchaseDisrupt the path of what is expectedand understood in pet food…

A new dimension in the pet carebrand conversation… Better Owner ingredients/ health and quality of wellness life Emotion drives purchase Emotional Bond

Optimal brand strategy… Owner Health/Well- being High High Uniqueness UniquenessUniqueness… Low High Relevance Relevance Pet Brand XIn brand’sability todeliver a Low Low Pet Care Uniqueness Uniquenesssolution Price, Flavors, Education Low Forms High Community Relevance Relevance and Experiences Relevance… Consumers truly care about and are interested in your proposition

Updated Pet Food Brand Value Proposition HELPS ME AND MY PET IMPROVE OUR HEALTH AND WELL-BEING FACILITATES MY PASSION FOR EXPERIENCES AND CONNECTION WITH MY PETDIFFERENTIATED ENABLES A PET PARENTING COMMUNITY UNEXPECTED EDUCATES ME ABOUT PET NUTRITION HOLISTIC, NATURAL, ORGANIC FORM AND FLAVOR VARIETY QUALITY INGREDIENTS Brand “SAMENESS” PRICEUNDIFFERENTIATED EXPECTED

Relevant communicationcreates engagement…andthat means we’re talking toconsumers aboutsomething that’s new,interesting and that theywill care about…

Integrate human and pet wellnessneeds… PLAY RELAXATION EXERCISE Pet Parent and Pet HEALTH NUTRITION EMOTIONAL WELFARE

I will have alonger,healthier,happier andmore fulfillinglife by caringfor my pet…

Holistic brand outreach paradigm… Advice and enabling Pet Owner Sharing Research health and and community well-being Emotion drives purchase Expert voices

How tobring thisnewmessage tolifeeffectively?

Outreach strategies… Events and Experiences Earned Media Paid Media and Blogger and SEO Outreach Pet Brand Message Platform Email Brand-Owned Conversion Media Strategies Social Platform Integration

Social optimization… 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 Source: ExactTarget

Appropriate How should pet care brands video leverage FACEBOOK? content •  Emotive imagery •  Influential voices •  Relevant content •  Appropriate to brand positioning and differentiation messages… Cause marketing Build a tie-in community ConnectEngaging content, Relations, Social Media Ideation 2011 Public exclusive offers… with Bloggers November 4, 2010

Hercules was hit by a car andleft for dead. Today he iswalking with the help ofFOUND through surgery,water therapy and musclebuilding techniques. www.foundchicago.org

Brand-Owned MediaBest 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 yourbrand as a credible source on pet and pet owner wellness…

Trailblazer A pet brand’s higher purpose leads to a relationship… A relationship creates engagement and generates preference… And that builds sales.

Thank You!Bob WheatleyWheatley & Timmons, Inc312-755-6200bob@wheatleytimmons.comBlog: brandtrailblazers.com/blogWeb: www.wheatleytimmons.com

Pet Food Forum 2011 presentation

by Robert Wheatley, Wheatley & Timmons, Inc. on Apr 13, 2011

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Pet Food Forum 2011 presentation — Presentation Transcript