Great Source for Dog Marketing Intelligence

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Barriers to entry are low in many sectors of the dog-related industry.  Which means that there are many small businesses marketing products and services for dogs and other pets.  Many dog product entrepreneurs are fueled by their passion to solve a problem they experienced with their own pets which inspired them to launch their business.   They start with an idea, develop a product or service and then start selling with limited resources for marketing support, let alone market research and analysis.

Enter John Gibbons, the Pet Business Professor.  John maintains a website where he publishes detailed analyses of public data about pet spending, discusses industry trends, and offers guidance on how to get the most out of pet industry trade shows.   This information can help pet businesses of all sizes, but I think should be of particular interest to small companies without the resources to dig into all this data themselves.   I suspect even many mid-size to large businesses are not doing this type of in-depth analysis of data that is publicly available, but not user-friendly in its original form.

You can subscribe to The Pet Business Professor blog via email to get updates when a new article is published.  The industry deep dives don’t come out very often, but they contain a treasure trove of information.  In the weeks leading up to major industry trade shows, like Global Pet Expo and SuperZoo, the Pet Professor will publish maps and attendance strategy guides to help you map out a plan of attack to get the most out of these vast displays from pet product purveyors.

I recommend that everyone in the dog marketing space visit The Pet Business Professor website, you’re certain to learn something of value.

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PetsMart and GNC create line of pet supplements

PetsMart and GNC recently announced a partnership to create a line of pet supplements available exclusively through PetsMart retailers and website.  The supplement line launches in fall, 2010 according to an article on financial news site CDTV.

This is interesting development marks the convergence of several trends.  Vitamin and supplement usage is increasing for humans,  pet care is becoming more humanized, and people are becoming more interested in premium nutrition for their pets.  This is a great opportunity for both partners; joining two strong brands in an area where there are few well-known competitors.

My concern is that pets may end up being over-supplemented as many of them already eat a nutrionally balanced commercial diet.  If the worst that happens is that some dogs produce expensive urine when they excrete excess vitamins, that’s not a terrible thing.   But dogs as well as people are harmed by overuse of some supplements. Owners should make sure their veterinarians  are aware of the supplements as well as the food that their animals consume.

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Halloween Costumes for Dogs

Bull Terrier in Poodle Costume
Bull Terrier in Poodle Costume

Pet Style News reports on pet clothing and encourages pet retailers to prepare for Halloween by stocking pet costumes.  Some pet owners like to dress their pets all year around while others will purchase pet clothing only for Halloween.  Shop owners interviewed for the article note that dressing pets is increasing in popularity and that the clothes available have improved dramatically in both quality and fit over the years.  This trend is one that sometimes hits a nerve among people supporting animal rights; but many pets seem to enjoy the attention that wearing a costume attracts.

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Dog business franchises

Via a referral from the Pet Biz Helper on Twitter, I discovered an article on the Small Business Trends site regarding pet-related franchises.  The article quoted statistics from the American Pet Products Association regarding the strength and growth of the pet industry and then listed a number of “young” pet franchises. Most were in the pet care services area, including boarding/daycare, grooming, photography, food delivery and waste removal.  One I found particularly interesting was Interquest Detection Canines, which provides canine scent detection services to schools and other organizations.  It appears that one of the things you purchase from the franchisor are the trained dogs.

The realization that this industry is recession-resistant has attracted attention from enterprising business people who are offering these franchise opportunities. Most pet businesses sectors, with the exception of pet supply retailers, are dominated by small businesses. The success of some services, like grooming, can be highly dependent on an individual person’s skills and personality, which to me seem like they would be difficult to standardize in a franchise model.  Others, like pet food vending and waste removal, may benefit from the franchise approach. It will be interesting to watch this trend as it develops.

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