Petfood Industry reported 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.