But was it ever alive?
The pet industry is a strange breed. However, I can’t be too harsh because it is also the industry that has employed me for over 10 years. Just for reference I started my career in marketing research and the consumer packaged goods industry. I’ve also spent a few years in Consumer Electronics.
In a nutshell the pet industry is at least 20 years behind CPG or CE. However, it is changing. Luckily the dog food companies owned by Colgate and P&G keep things professional. For most, it is an industry where anyone with a zip-lock bag of home
No offense to my old client, but this is not the right approach to Pet Marketing.
baked dog treats can slap a label drawn with crayon on the front and be in the pet biz! The barriers to entry are low and the potential for riches great (at least that is how the story goes).
I started the pet marketing ad and consulting agency, Bulldog Marketing & Sales, Inc. to help start-ups become more professional. It has been a struggle. It’s not easy professionalizing an industry where many people attend trade shows in a t-shirt and flip-flops. Add to that the pig headed nature of entrepreneurs (me included!) who thinks they know everything and you have a recipe for disaster!
So if you are thinking about getting into the pet business or are already in and not seeing much success here are a few tips to help you get off to a good start.
1. Develop a good, benefit brand name and logo. Get professional help if you need it. So many times I work with clients that have a pretty good product, but the name is terrible and has nothing to do with the product itself. Making it worse, the logo looks like it was created by a second grader (and probably was).
2. Create a real packaging design. In most cases, the packaging is the most important piece of marketing you can invest in. It is your “silent salesman”. Will it stand out among the competition on shelf?
3. You need more than 1 SKU. Yes you do. No really, yes you do. Depending on the category you need 6 – 12 SKUs to have an impact. Buyers hate 1 SKU lines. So do I and so should you.
4. Set a marketing budget. You need one. There are so many options today to market your product and not spend an arm and a leg. You need to spend something. If you think business is free, don’t spend anything and save yourself a lot of time and effort and NOT start the business at all.
Want more helpful tips? Read my pet marketing whitepaper or watch my video.
And of course if you need personalized help navigating this crazy business, give me a call at 718-218-4PET or email me at john.cullen@bulldogms.com.
