Linkedin’s Pet Online Marketing Group started a discussion(join the group to see the full discussion) about members’ Facebook pages which as of December 31, 2010 had generated over 170 responses. I spent some time reviewing the sites posted in the last couple months and wanted to post some general observations.
My impression was that the Page vs Group decision favored pages, but there were a few businesses that had a group page and one that was using a personal page (named after the business). The best pages include customized FBML pages that hardly look like Facebook at all, frequent posts with relevant, engaging content that spawn discussions among their fans. The weakest pages were those whose information tab consists of a single link to their business site, and who rarely post anything to the business wall and have several blank tabs.
The array of businesses represented by people commenting on that Linkedin discussion was quite wide including pet products, pet services, books about animals, marketing services, retailers, media, art, shelters, clothing (for pets and people), and of course the leading MLM pet product, Life’s Abundance pet food. I know that a number of national and franchised pet businesses have Facebook pages as well, so I think this mix reflects the membership of the Linkedin group, not all Facebook pet-related pages.
Facebook is becoming an ever more popular and effective marketing tool. In closing I’d urge all pet marketers to use it, but make an effort to fully populate your page, remove any tabs you don’t use, and commit to regularly updating the Wall content as a bare minimum. The more web-savvy may want to explore customizing their page with FBML Another point to remember is that fan pages with 25 or more fans can create a custom URL in the form of www.facebook.com/fanpage which is easier for visitors to find than the default URL that includes this info plus a numeric string.
Brandweek featured an article discussing Iam’s integrated campaign for its ProActive pet foods containing prebiotics. The food has specific ingredients that stimulate the growth of beneficial bacteria in the gut, and should be distinguished from probiotic compounds like yogurt which contain beneficial bacteria, which would not live through the processing required to manufacture dry dog food.
Iams enlisted two spokes animals, one canine, one feline to promote their prebiotic foods. The dog, a Bulldog named Munch, has a Facebook page which has attracted over 1200 fans. All of the ProActive health products carry a distinctive swirled symbol on the packaging, which is carried over into point of purchase and print displays. ProActive’s marketing uses he theme line “I am beautiful inside” which was used across online, point of purchase, and television advertising.
These products show the increasing interest in nutraceuticals in human nutrition, which has spilled over into the nutritional interests for our pets. I found the Iams website very carefully worded in its description of the benefits of these products, avoiding any outright health claims.
I’ve seen dog sport drinks, dog beer, and now I’ve discovered a bottled spring water marketed especially for dogs. Sport Dog water, which launched in 2007 is available for order online through the Thirstmonger site and also has distribution in the Eastern US through Royal Pet Supplies. This bottled spring water meets all FDA regulations for human consumption, so owners can share a swig with their pet. At $7.99 for 24 half liter bottles pricing is in line with the retail prices of name brand bottled waters, but well above the weekly specials on water at my local Kroger store, especially if you add in (for my location) $7.95 to ship it to Michigan. A bit of a silly product, in my opinion, but a healthy choice for dogs – and their owners.
DMNews reported on Petco‘s use of email marketing, including the recent addition of content promoting organic pet foods. These emails are supported by in-store seminars about organic foods as well as the Petco-sponsored Facebook page, Generation Natural Pet. The article goes on to describe more details of the Petco e-communications strategy including species targeting, pet birthday greetings, and product reviews.
I recently got my first email from Petcentric with a link to their site, which launched in 2006. In a 2008 article in Promo Magazine the site is described as a social network, however most of the content is provided by the site’s owner, Purina and select partners, such as Yahoo! Answers (pet section.) There is content galore, including news about pets, pet blogs, pet games, reviews, a pet service locator and pet photos and videos, which include user-generated content. The site also has its own Twitter account @petcentric There is very little overt promotion of Purina products, although Purina sponsored events are a rich source of content for the site. Just further evidence of Purina’s commitment to digital media with this engaging site that supports pet owners interests and in turn the Purina corporate brand identity.
As premium dog food brands which claim to use higher quality and more appealing ingredients grow in market share, some traditional market leaders are pushing back in court. Hill’s Pet Nutrition, which produces Science Diet brand pet foods, has been aggressively pursuing manufacturers which it feels have used deceptive advertising for their products. Blue Buffalo is their most recent target; Hills objected to their use of the phrase “Contains no by-products” when promoting Blue Buffalo products which contain fish meal, lamb meal, and liver. Hills claims that guidelines for the meal ingredients do allow parts of the fish and sheep in the meal that most consumers would consider by-products; they also consider liver a by-product. Based on the NAD’s ruling Blue Buffalo altered its advertising and web site (note carefully worded promises in sidebar) to conform to Hill’s demands, but has not altered its packaging, claiming the agency to which Hills complained, the National Advertising Division (NAD) did not have jurisdiction over packaging claims. Blue Buffalo has said it intends to appeal this decision which was announced in May, 2009.
Pet food nutrition standards and labeling requirements were developed well before the current surge in interest in “human grade”, “organic”, and “natural” foods. As a matter of fact, none of these terms has a regulated meaning for pet foods so manufacturers can use them at will, with consumers having to decide for themselves whether the description is accurate.
Petfood Industry reports that Nutro has partnered with Meetup.com to sponsor 60 Meetup groups. The sponsored groups include a variety of existing dog Meetup groups across across North America, including specific breed groups, rescue groups and the Denver Yappy Hour all-dogs social group. Nutro is hosting a kick-off Meetup on September 16, in New York City which features an appearance by celebrity veterinarian Dr Marty Becker. It’s not clear how the groups were selected for this promotion, although I do see that groups can signify that they are seeking sponsors and Meetup will facilitate the process for sponsors wishing to sponsor 50 or more Meetup groups. On the promotional webpage for its Meetups, Nutro also mentions its Facebook fan page however, I see no mention of the Meetup there.
Purina continues to leverage user generated content in its pet food marketing, this time for its venerable Alpo brand dog food. MediaPost describes the contest where dog owners are encouraged to enter the contest with photos and stories of their dogs being Real Dogs. I think they’re trying to promote a bit of backlash to the pet humanization trend, as the microsite pokes fun at dogs who attend dog-spas and shows. One thing I found interesting is that other than offering a coupon for entering the contest, there is really nothing about Alpo dog food on the microsite. As a matter of fact, there’s no information about what’s IN the food on the main Alpo site, other than the label names, which the savvy pet food label reader can see indicate that only 3% of the can’s ingredients are the named meat. The Flash based Alpo site also features two additional promotions, an online match and save game and one featuring grill chef Kent Whitaker.
Petfood Industryreported on promotional efforts by HBH Pet Products on behalf of their No Grainers dog treats. These include a photo contest co-sponsored by WalMart which is offering a $200 gift card as one of the prizes. They also ran a Twitter contest; consumers who follow HBH pet products and re-tweet (RT) a message about the contest were entered into a daily drawing to win a clicker and some treats. The company has also launched both Facebook group and a Facebook page, allowing consumers to join or declare their fandom, respectively. I know I’ve seen debates as to which is better for commercial promotion and MBH seems to have come down squarely on the side of trying – both.
At the time I checked, which was after the Twitter contest concluded, the company had 200 followers, 17 group members and 6 fans, so I can’t say they’re getting the word out effectively. I often see promotions like this mentioned in MediaPost, but this one I have so far only seen mentioned in Petfood Industry, which has deeper coverage of industry promotions, but I would not think is as widely read. Of course, pet treat BUYERS are the ones who really need to know in order to improve these numbers.
Putting my consulting hat on, I’d recommend creating branded identities for No Grainers apart from the manufacturer in social media and also putting more investment into mass media to get the word out to dog owners about the treats – and the contest. Grain-free products are riding a trend in pet food at the moment so there seems to me to be an opportunity to better leverage PR in support of this brand even if ad budgets are limited.
MediaPost reports that Dogtime Media has just launched the Save A Dog Facebook application with the support of Frontline as its exclusive advertiser through September. The application allows users to check out adoptable dogs by breed and location, and then virtually foster, walk, and send dogs to their friends. Points are earned for downloading the app and all virtual interactions with the rescue dogs.
For every 2500 points earned, DogTime will donate the equivalent of one cup of food to rescuegroups.org, a technology provider which creates online solutions for rescue groups and will use the funds to lower the costs of their services to those groups. This is the first time I’ve seen an organization looking for volunteers to provide technical services rather than the traditional food, toys and pet supplies for rescue.
A comprehensive campaign is planned utilizing DogTime’s network of advertisers, bloggers, and newsletter subscribers as well as its Twitter stream. Partners Frontline and rescuegroups.org will also participate in campaign extensions.
A personal criticism of the application’s functionality: The breed selection tool could be better, as my search for Bull Terriers near my zip code yielded hundreds of pit bulls, but I saw no actual “English” type Bull Terriers such as I own. Which reflects the balance of those breeds in rescue, I’m sure, – I just wish the listing “Bull Terrier” was better targeted to match the dogs. This problem may be limited to breeds with similar names, but it reduces the attractiveness of the app for people who can’t find dogs like the ones they own to send to people who also own those dogs (who happen to make up the majority of my Facebook friends.)