Sales & Marketing

Why Should Your Business Target Pet Owners in Its Next Marketing Campaign?

Why Should Your Business Target Pet Owners in Its Next Marketing Campaign
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Pets are big business. Indeed, entrepreneurs that invested early in pet food, products, and services are now reaping the benefits of their smart business decisions. Until now, many of them are focused on developing quality products like wholesale dog collars and toys to satisfy the changing needs of pet parents and their animal companions.

Fortunately, it’s not yet too late for entrepreneurs to translate their concern for animal welfare into a booming company that caters to responsible pet owners. But what if your business doesn’t have anything to do with the pet industry? Does this mean that you should just stay on the sidelines while others make the most of the current situation?

The truth is that you don’t need to have a pet-centric company to appear on the radar of pet owners. Even if your business is focused on human food, fashion, sporting events, accommodation, or even beauty products, you can still get in on the pet craze. Here’s why you should seriously consider making your business more visible to pet parents.

The Number of Pet-Owning Households in the Us Is Growing

In recent years, an overwhelming number of families in the United States have started welcoming pets into their homes. According to a survey conducted by the American Pet Products Association (APPA), over 70 percent of American households–a whopping 90.5 million families–own at least one pet.

In comparison, only about 56 percent of families in the country owned pets in 1988, and about 67 percent in 2019. If you’re able to capture the attention of these pet owners and compel them to bring their business to you, then you can expect your market to grow considerably.

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Many Pet Owners Are More than Willing to Spend on Their Pets

Modern pet owners are not only fond of their fur babies, but they’re also more willing to spend on their animal companions. In 2020, Americans collectively spent over USD 103.6 billion on products and services for their pets.

What’s more, the number of households that consider their furred, feathered, and scaled companions as part of the family is expected to continue to increase in the coming years. If your business can respond to the needs of pets and pet owners, then you’ll be in the best position to maximize the profits from this particular demographic.

You Can Form Deeper Connections with Your Current Market

No matter how varied your company’s target market may be, there’s a good chance that a sizeable chunk of your existing customers is made up of pet owners. After all, more than half of the families in the US own pets, so there’s a good chance that the people you are advertising to like being welcomed home by their pet dogs and cats.

Marketing your business as a pet-friendly establishment will help you build deeper connections with your customers who also happen to be pet owners. They’ll recognize your business not just for the quality products and services you provide, but also as an establishment that understands some of their personal concerns, such as their fondness for their furred companions.

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You Can Expand Your Target Market to Include Pet Owners

You Can Expand Your Target Market to Include Pet Owners

Customers, including pet parents, are always on the lookout for new products and services that can meet their particular needs more effectively. They might feel happy with their current choice of laundry detergent, for example, but it doesn’t mean that they’re unwilling to try a detergent brand that promises better results.

Some people even consider their pets as an important factor in making their product choices, going out of their way to ensure that the items they bring into their homes are all pet-friendly.

The question now is: how can you catch the attention of pet owners? Through pet-related marketing materials, of course. Even if your business is not directly related to the pet industry, you can still include pictures of pets in your social media posts or other forms of advertising.

If your insulation company is planning to publish an ad of a family enjoying their newly insulated home, for example, perhaps you can include a pet in the photo. This will make it more noticeable to people who have pets in their homes and are looking for the exact services that your company offers.

It Can Set Your Brand Apart from Your Competitors

While the attitude towards pets in different kinds of establishments is changing, many businesses are still not quite pet-friendly. Despite popular demand, a good chunk of restaurants, shops, accommodations, and offices still don’t allow pets to enter their premises.

If your business can set up a pet-safe establishment, though, it can be a place where pet parents can make memories with their companion animals. For example, you may let your customers take their pets along as they peruse your products, or maybe you can have a space in your shop where pet parents can safely leave their dogs before they go shopping.

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This will make your establishment stand out from the other companies that offer the same products and services as you do. Also, it will leave a positive impression on consumers who happen to be pet owners. 

Your business doesn’t have to be pet-centric for it to be pet-friendly or to get the attention of pet owners. Even if your products and services aren’t particularly geared for companion animals, you can still stay on the radar of pet-owning consumers.

Before anything else, focus on understanding the crucial role that pets play in your target market’s decisions and product choices, including the items that they might buy from your store. This, in turn, will help you fine-tune your marketing strategies and enable your business to become a household brand for many pet-owning families.

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