http://www.pressies.org/kibbles-n-gifts/
Whether you’re expanding your business with products or services for pets, or your business deals exclusively with pets, you’re marketing to pet owners.
Expanding into an industry estimated to have had $40.8 billion in sales in 2007 and growing more than 7 percent annually may make sense for your business.
Sales in the pet industry have more than doubled in the past 14 years, according to a recent survey by APPMA (American Pet Production Manufacturers Association, Inc.). In 1994, sales were $17 billion. Ten years later, sales had doubled to $34 billion as it became the 6th largest industry in the US, according to MSNBC.
When you’re starting your marketing strategy, be sure to consider these 5 steps for success.
1. Remember pets are often important family members. In a recent survey by the American Animal Hospital Association, 84% of pet owners refer to themselves as their pet’s “mom” or “dad.”
The APPMA notes that in 2006, 56% of dog owners and 42% of cat owners bought their pets holiday gifts. And, it’s not just a standard toy or bone. Many owners are purchasing luxury pet items. Such as designer clothes, fancy beds, and even gourmet treats!
Are your customers relating to their pets like people? Many owners do.
How can knowing how important pets may be to their owners (your customers) help grow your business? In a variety of ways, including what products you stock. For example knowing owners dress their pets in clothes might lead you to sell clothes. But what kind? Costumes for holidays or special occasions? Winter coats for warmth? Sunglasses? Knowing ahead of time what appeals to your customers can make–or break–your business.
2. Become an expert in your product or service. Know your product or service–and the alternatives–inside and out.
Then position yourself as an expert. If you have an ezine or newsletter, a regular column on pet tips related to your industry can help establish your expertise. If you don’t already have an ezine, newsletter, and website, you need to seriously consider these marketing tools.
You can often also establish yourself as an expert by giving free talks to local community groups.
3. Establish trust. In these skeptical times, with multiple recalls and scandals, it’s important to many pet owners to work with someone they can trust.
How do you establish trust? One way is integrity. Don’t sell a product or offer a service if you’re not comfortable with it. If your product is made in the US or has passed some rigorous test or certification, be sure to mention that.
One dog food company’s website talks about how its products are now tested routinely by an independent lab for melamine since the recall in early 2007. The company is bankrolling the added expense: probably assuming their customers appreciate the company going above the industry standard to ensure food safety. And may reciprocate by becoming long-term customers.
4. Teach, don’t lecture. After you’ve become an expert, you’ll want to pass on your knowledge. Resist the temptation to lecture your customers. Many may be turned off, or even offended.
If your customers ask for advice, give it. Whenever possible, let them choose among the options-after explaining the pros and cons. Handouts–including copies of your newsletter or column–can include non-confrontational education. And a helpful handout can encourage your customers to sign up for your newsletters!
5. Respect your customers’ decisions. You may not always agree with them, but if you assume they made the best choices they could for their situations that may help you deal with them–and their decisions.
That’s assuming the decisions are not illegal, unethical or dangerous.
You could be the first person to not criticize their decision. You might learn more about the problem–even finding a new long-term repeat customer.
For example, when owners discuss pet food, you may be surprised to learn how passionate they are. Whether kibble, home cooked, or raw–or a mixture–owners often have interesting reasons for making their choice. By exploring such questions, you can learn more about your customers and their needs–and how your business can supply them!
Creating long-term customers involves consistent integrity, honesty, and respect. Be sure everything about your business–from sales reps to policies to marketing materials are working to create long-term happy customers. When looking for a marketing expert, look for one who understands the importance to your business of both pets and creating long-term customers of their owners.
About the Author:
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Article Source: ArticlesBase.com – Pet Business Marketing – Simple Steps For Success
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