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Petfoodforumfinal

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Petfoodforumfinal

  1. 1. Marketing Pet Brands with Emotional Firepower: How to Build Brand Preference and Sales 
  2. 2. The Trailblazer Path to Extraordinary Pet Food Brand Growth…
  3. 3. Recall dawns era of nutrition awareness and diligence…
  4. 4. Humanization…
  5. 5. <ul><li>Nine out of ten people feel their pet – vs. their partner -- is more pleased to see them after a hard day at work. </li></ul><ul><li>- Pup-Peroni survey </li></ul>
  6. 6. Premium-ization…
  7. 7. 50% of pet food sales to households above 70k income…
  8. 8. I’m natural… I’m more natural…
  9. 9. Specsmanship!
  10. 10. Commoditization and Sameness SAMENESS
  11. 11. Your Business Strategy…
  12. 12. Super Target Value Proposition Higher Purpose Power Positioning Social Media Communication Trailblazer
  13. 13. 1 Pet brands cannot COMPEL interaction – the consumer is now running the show…
  14. 14. Today, successful brand relationships are like the ones people have with their pets…
  15. 15. Achieving traction… How? RELEVANCE MEANING PURPOSE EMOTION RECIPROCITY
  16. 16. Competition is not at the shelf, in frequency of promotions or tonnage in “push” communication….
  17. 17. The battle is in here first…
  18. 18. OVER-CHOICE
  19. 19. <ul><ul><li>Absence of trust </li></ul></ul><ul><ul><li>Too much choice </li></ul></ul><ul><ul><li>Lack of distinctiveness </li></ul></ul><ul><ul><li>Confusion </li></ul></ul><ul><ul><li>Skepticism </li></ul></ul><ul><ul><li>Not enough time </li></ul></ul><ul><ul><li>Analytical messages </li></ul></ul>
  20. 20. People are not fact-driven, analytical decision-making machines…Rather our brains are “expectation creation” machines…
  21. 21. “ 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…”
  22. 22. Assessing 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
  23. 23. Pet Brand Value Creation Wedge Under Leveraged More Powerful Understood Less Powerful Functional Value Financial Value Intangible Value Emotional Value
  24. 24. 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
  25. 25. Emotion drives purchase Emotion drives purchase…
  26. 26. 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”
  27. 27. Your mission: create links to pet parent passions…
  28. 28. Superior care drives relationship… <ul><li>Pet Lifestyle: </li></ul><ul><li>Exercise </li></ul><ul><li>Walking </li></ul><ul><li>Playing </li></ul><ul><li>Feeding </li></ul><ul><li>Relaxing </li></ul><ul><li>Needs: </li></ul><ul><li>Behavior </li></ul><ul><li>Health </li></ul><ul><li>Nutrition </li></ul><ul><li>Life-stage </li></ul><ul><li>Breed selection </li></ul>
  29. 29. What’s Your Higher Purpose? Human Life-support System… Dr. Marty Becker
  30. 30. Relationship driven Relevant communication New category creation Disrupt conventions Exude uniqueness Trailblazer
  31. 31. TRUST
  32. 32. 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
  33. 33. Social Media is the brand conversion funnel… the step in-between awareness and purchase.
  34. 34. <ul><li>Social Media: </li></ul><ul><li>The Virtual Dog Park </li></ul><ul><li>Jump in… </li></ul><ul><li>24/7 conversations about pet health, nutrition and lifestyle… </li></ul>
  35. 35. <ul><li>Virtual Dog Park Etiquette </li></ul><ul><li>Follow the rule of thirds: </li></ul><ul><li>Pet lifestyle info </li></ul><ul><li>Brand content </li></ul><ul><li>Replies to followers </li></ul>
  36. 37. Your new digital media tool kit… <ul><ul><li>Social media platforms </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Community </li></ul></ul><ul><ul><li>Webcasts </li></ul></ul><ul><ul><li>E-newsletters </li></ul></ul><ul><ul><li>Experts and credible third parties </li></ul></ul>
  37. 38. Generating Word of Mouse… <ul><li>Owned Media </li></ul><ul><li>Video </li></ul><ul><li>E-books </li></ul><ul><li>Platforms </li></ul><ul><li>Earned Media </li></ul><ul><li>Bloggers </li></ul><ul><li>TV </li></ul><ul><li>Print </li></ul><ul><li>Paid Media </li></ul><ul><li>Ads </li></ul><ul><li>Direct mail </li></ul><ul><li>Promotion </li></ul>SOCIAL MEDIA
  38. 39. <ul><li>Social Media + </li></ul><ul><li>Search Optimize content </li></ul><ul><li>Email Enable sharing </li></ul><ul><li>Virtual events Twebinar </li></ul><ul><li>Live events Tweet-Up </li></ul><ul><li>Online ads Links </li></ul>Integration feeds scale…
  39. 40. A higher purpose leads to a relationship… A relationship leads to engagement, mattering and preference… And that generates sales. Trailblazer
  40. 41. Thank You! Bob Wheatley Wheatley & Timmons, Inc 312-755-6200 [email_address] Blog: brandtrailblazers.com/blog Web: www.wheatleytimmons.com

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