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Iffp research, q1 2014
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Iffp research, q1 2014

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We’re marketing ‘the next smoke free’. …

We’re marketing ‘the next smoke free’.

MARKET RESEARCH:
‘IDLE-FREE for our pets’ apparel and accessories.

We think there's a market.

Why pets?

We think pet owners / dog walkers in big cities with poor air is a hot target market

Pet owners in the U.S. spent $53 Billion on their pets in 2012 - including apparel.

Pet owners are highly emotionally connected to the health and welfare of these 'family members'.

Published in: Business, Lifestyle

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  • 1. We’re marketing ‘the next smoke free’. MARKET RESEARCH: ‘IDLE-FREE for our pets’ apparel and accessories. GoGreen Gear
  • 2. Marketing a movement to save $33 Billion / year when we’re parked. •  Kids, schools, doctors, hospitals, fleets keen to save $Billions lost to IDLE-time. SEE the leading Slideshare. •  IDLE-time: LOWest-hanging fruit in the 'go green' store. Engines off = 'instant green'. •  Climate change: accelerating. •  Our air can cause cancer: U.N. reports. •  Children’s asthma rates: QUADRUPLED the past 20 years. GoGreen Gear
  • 3. We think there's a market for ‘IDLE-FREE for our pets’ apparel and accessories. •  We think pet owners / dog walkers in big cities with poor air is a hot target market •  Pet owners in the U.S. spent $53 Billion on their pets in 2012 including apparel. •  Pet owners: emotionally connected to health and welfare of these 'family members'. GoGreen Gear
  • 4. VISION: people and pets mobile billboards for clean air. •  Doggie ’billboard buzz’: conversation-starter on IDLE myths •  Strong latent desire across North America to cut un-checked IDLE-time •  80% buy-in: emotional, practical, positive, 'authentic IDLE-FREE movement' (our eight-year story sells) •  Fun, visible movement: engine off = 'instant green’. 10 min / day = $200 bucks + ¼ to ½ ton of emissions SEE OUR FAQ. GoGreen Gear
  • 5. Market research: Products 'IDLE-FREE for our pets' apparel, accessories •  •  •  •  •  •  •  What are the health impacts of poor air on pets that we can help address? (transport exhaust specifically, if possible) What features should our gear have to meet these needs? How and where might the customer use our gear? What size(s), color(s), and so on, should it be? EXAMPLE http://www.petsmart.com/family/index.jsp?categoryId=2767063 Our cause brand is 'IDLE-FREE for our pets'. How should that be placed on apparel? Is there anything else on the market like this? If so, how do we differentiate? Are there better ideas for our pet gear: Names? Accessories? GoGreen Gear
  • 6. Market research: Place 'IDLE-FREE for our pets' apparel, accessories •  We see an e-commerce store connected to the pet market, possibly distribution partners over time. •  Where would buyers look for our pet gear on-line? •  Who might be enthusiastic on-line distribution partner channels? •  Other insights. GoGreen Gear
  • 7. Market research: Price 'IDLE-FREE for our pets' apparel, accessories •  We don't intend to sell on price. We think a % pet owners will pay a premium to help 'market our movement'. Having said that: •  •  •  What are the established price points for products in this area? How should we price at a premium (we may provide a % of profits to non-profit natural partners like the SPCA / Humane Society) Our goal is to be sustainable, charitable, and profitable as we market ‘the next smoke free’. GoGreen Gear
  • 8. Market research: Promotion 'IDLE-FREE for our pets' apparel, accessories •  •  People have a hard time with the emotional labour around 'global warming'. Hear the BLOG post. People gravitate to positive, practical and hopeful movements. Our gear will be fun gear. •  •  •  •  •  We think celebrities / thought leaders who own pets will become icons for our movement. Who are the best ones? We're effective at getting free media. We see ourselves on media with a tie-in for Earth Day in the U.S. What about social media? What's the best strategy? Where else and when else can we reach pet owners? Which for profits and non-profits could be promotional / distribution partners and why? GoGreen Gear
  • 9. Going Green? There’s an agency for that. GO GREEN GoGreen Communications PO Box 26052 Dartmouth, Nova Scotia, Canada B2W 6P3 info@IDLEFREEGuy.com 902-456-2550