Marketing Pet Brands with Emotional Firepower: How to Build Brand Preference and Sales

Transcription

1 Marketing Pet Brands with Emotional Firepower: How to Build Brand Preference and Sales

2 The Trailblazer Path to Extraordinary Pet Food Brand Growth

3 Your Business Future?

4 ! Profitable, sustainable growth! A loyal customer base! Solid retail and distributor partnerships

5 Humanization

6 93% of pets are family members

7 Pet ownership rising across all age groups

8 50% of pet food sales to households above 70k income

9 Premium-ization

10 Recall dawns era of nutrition awareness and diligence

11 25% trading down, fueling rise of store brands

12 Mad Men Model: Interrupt, Imprint, Persuade

13 If You Build It They Will Come?

14 1 Pet brands cannot COMPEL interaction the consumer is now running the show

15 Push-Button Marketing is Dead.

16 Trailblazer Super Target Value Proposition Higher Purpose Power Positioning Social Media Communication

17 Today, successful brand relationships are like the ones people have with their pets

18 Achieving traction How? RELEVANCE MEANING LOVE EMOTION RECIPROCITY

19 Competition is not at the shelf, in frequency of promotions or tonnage in push communication.

20 The battle is in here first

21 OVER CHOICE

22 Commoditization and Sameness SAMENESS

23 I m more natural I m natural

24 Specsmanship?

25 ! Absence of trust! Too much choice! Lack of distinctiveness! Confusion! Skepticism! Not enough time! Analytical messages

26 Yeah, Whatever

27 Your goal as a business is NOT to acquire customers to make more money. Your goal is to use money to acquire and keep happy pet parents

28 Stop Transactional Thinking!!

29 People are not factdriven, analytical decision-making machines Rather our brains are expectation creation machines

30 The intellectual space a brand can own is in direct proportion to its meaning and value to the consumer

31 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

32 Assessing Pet Brand Strength Uniqueness In brand s ability to deliver a solution High Uniqueness Low Relevance Low Uniqueness Low Relevance High Uniqueness High Relevance Low Uniqueness High Relevance Relevance Consumers truly care about and are interested in your proposition

33 Pet Brand Value Creation Wedge Functional Value Financial Value Understood Intangible Value Less Powerful Emotional Value Under Leveraged More Powerful

34 Pet Brand Value Creation Wedge Allergies Joint Immune Understood Functional Value Nutrition Health Wellness Intangible Value Financial Value Vet bills Life ROI Quality Less Powerful Emotional Value Under Leveraged Feelings Love Gratitude More Powerful

35 Emotion drives purchase Emotion drives purchase

36 Pet Food Brand Value Proposition FACILITATES MY PASSION FOR SHARED EXPERIENCES AND CONNECTION WITH MY PET ENABLES A PET PARENTING COMMUNITY DIFFERENTIATED HELPS ENHANCE MY PET S HEALTH AND WELLBEING UNEXPECTED EDUCATES ME ABOUT PET NUTRITION HOLISTIC, NATURAL, ORGANIC FORM AND FLAVOR VARIETY Brand QUALITY INGREDIENTS UNDIFFERENTIATED SAMENESS PRICE EXPECTED

37 Your mission: create links to pet parent passions

38 Enabling superior care Needs:! Behavior! Health! Nutrition! Life-stage! Breed selection Pet Lifestyle:! Exercise! Walking! Playing! Feeding! Relaxing

39 Together we can help you do it yourself

40 What s Your Higher Purpose? Human Life-support System Dr. Marty Becker

41 Trailblazer Relationship driven Relevant communication New category creation Disrupt conventions Exude uniqueness

42 Power Positioning -- unique, different = new category creation

43 No, Really Different

44 TRUST

45 The Brand Trust Ladder Relationship Driven VALIDATION Trusted Influencers Trusted Character of Customer Interaction PUSH Ads, promos, direct mail AUTHENTIC Experiences Events Transactional INVASIVE Telemarketing, spam Disbelief Tuned Out Communication ROI Engaged

46 Social media is word of mouth on steroids Social media can help create customers

47 Engaging in conversations and creating communities

48 Your new digital media tool kit Social media platforms Videos Podcasts Blogs Links Community webcasts E-newsletters Experts and credible third parties

49 Generating Word of Mouse Owned Media! Video! E-books! Platforms Earned Media! Bloggers! TV! Print SOCIAL MEDIA Paid Media! Ads! Direct mail! Promotion

50 Trailblazer A higher purpose leads to a relationship A relationship leads to engagement, mattering and preference And that generates sales.

51 Thank You! Bob Wheatley Wheatley & Timmons, Inc Blog: brandtrailblazers.com/blog Web: