Create a successful marketing strategy for the Pet Food Industry

What elements influence decision making when making a purchase?

A good marketing strategy

First steps to generate a successful strategy

First of all, you have to think about your SMART objectives and have them very clear, that way you can create your strategies with a common goal. Whether you are looking to increase your sales, improve your web positioning or optimize your presence in social networks, to make your efforts work you need to establish them in a way that they are specific (S), measurable (M), achievable (A), relevant (R ) and on time (T).

Now, let's review another very important point: the 4 P's - Product, price, promotion and place. The product, as its name says, is what is going to be offered, what your company will contribute to its customers.

Pricing, is one of the most complex marketing decisions, involving multiple factors such as manufacturing costs, markup, demand, competitive positioning, potential audience purchasing power, and many other characteristics. In this part, aspects such as payment methods or discounts are also taken into account.

The promotion, this part includes all the communication actions that your company will carry out to publicize the products in order to increase sales. This is where all the advertising strategies, public relations, sales tactics and of course, the marketing would come in.

Point of sale or distribution, refers to the different channels through which your products will reach consumers. If it is planned to put the products in a specific store, if it will only be available online or if it will be a comprehensive sale. This point covers aspects such as access, storage, transportation management or inventories, in addition to the customer experience.

 

Increase your sales using digital marketing

When you are going to develop your strategies remember to keep your SMART objectives in mind, based on these some tactics may be more effective than others.

 

Content marketing

This refers of creating content of value for users in such a way that they receive something in return. For example, you have seen that most web pages today have a blog section and also out of nowhere a pop up or an advertisement appears that offers you a free resource, in return you have to leave your email but there it is the detail.

Today's consumer is not going to give you their data without receiving anything in return. In the case of pet food brands, they are creating content that will give the user knowledge about caring for them or they run raffles in which contact information is requested to participate in a raffle or to receive a discount coupon. In this way, brands make sure to attract prospects interested in their products.

The Petco company knows the importance of content marketing and created this promotional so that by simply requesting contact information, they receive a discount on the first purchase.

 

Email marketing

Through emails you can create a personalized communication channel, based on the needs of your subscribers. Email marketing is a tool used to create specialized databases, either for customers who have bought from you once, those customers who buy from you frequently and for those who have never bought from you, but have shown interest.

Depending on how segmented your database is, you will be able to create the campaigns and adapt it to the needs of your clients and encourage them to act in the way you want; whether it is buying a product, accessory or taking advantage of the discounts and promotions that you have created for them.

These campaigns can be run whether you are a pet food manufacturer or distributor. In the case of manufacturers, making and sending special promotions for distributors and others for customers turns out to be a good tool to increase sales.

Social networks

With this tool you not only promote,  you can interact with your customers in order to know what they want, what they need, as well as  brands or distributors of pet food for them.

In fact it's an excellent platform to make everything go viral, make campaigns that involve both pets and owners and publish the results on social networks, they are the perfect way to make your followers feel that there are humans behind any brand.

It is very important that you know the type of audience, because social networks work prety well for certain sectors and not so well for others; Develop a strategy adapted to your target market since each audience is different and you must create content focused on your target audience.

Companies like Kantek Premium are aware of the great capacity that social networks have to humanize a brand and get closer to its audience. Recently, there was a landslide and collapse of a fence at an animal shelter in Mexico City, the company began to share and request support for the shelter through its networks.

It is also possible to broadcast En Vivos and create valuable material for followers, in such a way that your company and your product are positioned as opinion leaders. As Petco does, who periodically make this type of content for their audience and generate very good results.

 

Complement your strategy with conventional marketing

In addition to the digital ones mentioned above, it is important to complement with some conventional tactics.

• ● First of all, don't forget to participate in pet food industry events such as: PET and VET Business Fair in Brazil, Pet Food Forum 2021 in Mexico. Some will be virtual due to the current situation.
• ● Sponsorship of events. You have to sponsor non-profit events, or congresses, as well as pet shelter or organization dedicated to the care and protection of them.
• ● Conventional advertisements in newspapers, television, radio or Online platforms.

You can choose one or two of these types of strategies and complement your digital tactics in such a way that you achieve your goals.

 

It is time to apply what you have learned

Whether you're a pet food manufacturer or distributor, developing a marketing plan will give you direction and achieve your goals. If you want to increase sales or retain your customers, marketing tactics will help you achieve it.

 

by All Pet Food