+ All Categories
Home > Lifestyle > Pet Food Forum 2011 presentation

Pet Food Forum 2011 presentation

Date post: 12-Jan-2015
Category:
Upload: robert-wheatley-emergent-healthy-living
View: 2,697 times
Download: 2 times
Share this document with a friend
Description:
New evidence shows connection between pet ownership and human health benefits. This presentation reviews this emerging opportunity and charts course for brand building benefits and best practices to drive growth of pet care brands.
Popular Tags:
30
Marketing Pet Brands with Emotional Firepower: The Power of Pet Ownership…
Transcript
Page 1: Pet Food Forum 2011 presentation

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

Page 2: Pet Food Forum 2011 presentation

Emerging data is changing the paradigm of pet ownership and the opportunity in pet care brand marketing…

Page 3: Pet Food Forum 2011 presentation

Get one of these Or take two of these

Page 4: Pet Food Forum 2011 presentation

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

Page 5: Pet Food Forum 2011 presentation

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

Page 6: Pet Food Forum 2011 presentation

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

Page 7: Pet Food Forum 2011 presentation

“My pet has a positive impact on my physical health.”

Page 8: Pet Food Forum 2011 presentation

Marketing with a Higher Purpose…

The Human

Life-Support

System… Dr. Marty Becker

Page 9: Pet Food Forum 2011 presentation

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…”

Page 10: Pet Food Forum 2011 presentation

Emotion drives purchase

Current focus: Celebrate the bond…

Page 11: Pet Food Forum 2011 presentation

Emotion drives purchase

Current focus: Romance the ingredients…

Page 12: Pet Food Forum 2011 presentation

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…”

Page 13: Pet Food Forum 2011 presentation

Emotion drives purchase

Disrupt the path of what is expected and understood in pet food…

Page 14: Pet Food Forum 2011 presentation

Emotion drives purchase

A new dimension in the pet care brand conversation…

Owner health and wellness

Emotional Bond

Better ingredients/

quality of life

Page 15: Pet Food Forum 2011 presentation

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

Page 16: Pet Food Forum 2011 presentation

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”

Page 17: Pet Food Forum 2011 presentation

Relevant communication creates engagement…and that means we’re talking to consumers about something that’s new, interesting and that they will care about…

Page 18: Pet Food Forum 2011 presentation

Pet Parent and Pet

PLAY

EXERCISE

NUTRITION

EMOTIONAL WELFARE

HEALTH

RELAXATION

Integrate human and pet wellness needs…

Page 19: Pet Food Forum 2011 presentation

I will have a longer, healthier, happier and more fulfilling life by caring for my pet…

Page 20: Pet Food Forum 2011 presentation

Emotion drives purchase

Holistic brand outreach paradigm…

Pet Owner health and well-being

Advice and enabling

Sharing and

community

Expert voices

Research

Page 21: Pet Food Forum 2011 presentation

How to bring this new message to life effectively?

Page 22: Pet Food Forum 2011 presentation

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…

Page 23: Pet Food Forum 2011 presentation

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

Page 24: Pet Food Forum 2011 presentation
Page 25: Pet Food Forum 2011 presentation

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

Page 26: Pet Food Forum 2011 presentation

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

Page 27: Pet Food Forum 2011 presentation

Brand-Owned Media

Best Practices…

•  Outside experts and influencers

•  Viewer/reader benefit focus

•  Video channel

•  E-zine, e-newsletter, e-book

Page 28: Pet Food Forum 2011 presentation

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…

Page 29: Pet Food Forum 2011 presentation

A pet brand’s higher purpose leads to a relationship…

A relationship creates engagement and generates preference…

And that builds sales. Trai

lbla

zer

Page 30: Pet Food Forum 2011 presentation

Thank You!

Bob Wheatley

Wheatley & Timmons, Inc

312-755-6200

[email protected]

Blog: brandtrailblazers.com/blog

Web: www.wheatleytimmons.com


Recommended