The Right Onboarding Checklist Can Lower Your Employee Turnover Rate
Global Pet Expo is right around the corner, and this year I’ll be present two education sessions in Orlando on March 20. One of my programs will be on the topic of employee onboarding, so I thought I’d give you a sneak peek into that program. In today’s fast-paced world, the success of any business […]
Culture Shift: Changing Consumer Attitudes Prompt Pet Food Marketing Refocus
Ever since premiumization of the pet food industry gained traction, pet brands have largely focused brand narratives on the use of higher quality ingredients with a nod here and there to elevated sourcing standards that add a measure of credibility to better protein claims. Afterall, people want to feed their furry family members the best […]
Seeking Synergy: Take Advantage of Brand, Distributor Relationships
By every metric, the pet industry represents one of the most lucrative opportunities for retailers and brands. Savvy retailers know that who they purchase their products from is the secret weapon to scoring competitive pricing, accessing product knowledge, and making smart purchasing decisions. Retailers today are pressed by consumers to have an ever-broadening array of products […]
Dental Demands: Pet Retailers Play Profound Role in Promoting Oral Health Care Products
Today’s pet parents are more invested than ever in the well-being of their furry companions. However, as someone who works closely with veterinarians, pet parents are not as “tied in” to the importance of pet dental health as they are to nutrition and other pet-related things. According to the American Veterinary Medical Association, periodontal disease […]
Canines Crave Toys: Savvy Retailers Will Take Advantage of This Dog Demand
For dogs, toys are not a luxury, but a necessity, as they’ve become vital to our furry friend’s well-being. The world of pet toys is constantly evolving, and 2024 will be no exception. As pet owners continue to prioritize the health and happiness of their fur babies, several trends and changes have emerged in the […]
Citizen Critics: Consumers Seek Credible Pet Advocate Endorsements
One of the buzziest communications tools in the social digital metaverse is the deployment of paid influencers to produce favorable branded content. Yet criticisms abound for many of these recommendation sources about their potential for spurious evaluations (at times) hence, raising questions about their credibility. My former employer Ogilvy (& Mather when I was there) […]
Powerful Pet Industry Communication: Solving the Mysteries of Earned Media Placement
Editorial media coverage can make careers, break careers, send brand growth into the stratosphere or presage an impending tumble. It’s influence and gravitational power associated with the embedded credibility of reporting over promoting. We consume media for its story content, while ads circle the perimeter hoping to lasso attention with cleverness and entertainment. The world […]
Starting a Pet Business? Industry Experts Say to Stick to What You Do Well
Starting a new business can be both exciting and challenging. You have a great idea, a passion for your product or service, and a vision for your future. However, you also face many uncertainties, risks and obstacles along the way. Like I always say, you don’t know what you don’t know. Sometimes that’s a blessing, […]
Survey: Consumers Seek Higher-Welfare Pet Food Products That Align With Their Values
Like most meat, eggs, and dairy consumed by people in the U.S., almost all pet food containing meat ingredients is made from animals who spend their lives confined in inhumane conditions on factory farms. More than one-fourth of meat produced in America is used in food for dogs and cats, an enormous quantity given that […]
Pet Brands Battling Petflation: How to Reduce Cost Without Losing Premium Status
The U.S. pet industry has always been a growing and evolving sector, and the last few years, in particular, have been a wild ride. Over 80 million pet-loving households drive this market, and since 2020, these wonderful consumers have helped the industry weather a pandemic and the turbulent economic environment left in its wake. Pet […]
Bringing Home Fur Baby: What Does a First-Time Pet Parent Need to Know?
A customer walks into your store really excited about having made the decision to get their first pet, but they want to go through every option, and hear your expertise. They’ve done research, read all about different animal species, and talked to numerous knowledgeable pet parents, but your industry knowledge will help them review the […]
Pet Brand Positioning Passé: A New Approach to Differentiation Provides Strategic Lift
The pet food business is unique. There are not many CPG businesses like pet food where dozens of competing brands market similar products, produced in a similar format, packaged in a similar way with a similar nutritional story percolating underneath. At once, this presents a challenge to achieving meaningful uniqueness and differentiation, a foundational strategic […]