Dogs: A marketer's best friendIn August 2010, I wrote a blog post about marketing to pet lovers.

In that post I reported that the pet industry was a $35.9 billion business in 2005, up from $34.4 billion in 2004, according to the American Pet Products Manufacturers Association. Fast forward to the latest statistic. The American Pet Products Manufacturers Association estimated that the spend by US pet owners was expected to reach $47.7 billion in 2010 – up from $45.5 billion in 2009. So wouldn’t you agree that marketing to pet lovers is still a good idea?

If you have a product that caters to pet lovers, consider these statistics:

  • $10,377 is the average lifetime spend on dog and cat food, per pet owner in the US (Canada is $8,038).
  • 65% of American pet-owner households own a dog compared to 54% that own a cat.
  • 22.5% of Baby Boomers own pets.
  • 62% of American households own a pet.

“It equates to the idea that my pet is giving me everything, and I want to pay them back and keep them with me,” said Leslie May, founder of Pawsible Marketing. “People think of their pets as family members; they don’t want to shirk on necessities.”

Even if your product doesn’t cater to pet owners, incorporating animals in your marketing is still a good idea. That’s why, if you look closely at many of the commercials on TV, you’ll notice how often a dog appears, even if the product is not for pets! How about writing a story about a dog, showing a dog in your brochure or ad, or starting a Facebook page?

Facebook and Man’s Best Friend

If you’re on Facebook, you may have noticed how many folks have set up Facebook accounts for their dogs. Between Feb. 28 and March 2, 2011 a survey took place via social networks exploring the relationship between Facebook, dogs and those who love them. Here are some interesting statistics that were revealed (Source: “Dog: Man’s Best Facebook Friend, Too?” via Mashable http://on.mash.to/eRbSMn):

  • 55% of those surveyed owned a dog.
  • 14% of them had Facebook accounts for their dogs.
  • 2% of those dog accounts have 25-50 Facebook friends and 20% have 50-100.
  • 35% estimated that they spend between $500 and $1000 a year on their dog (56% of that on food & treats).

“The humanization of pets (being part of the family) is popular, especially among senior citizens an Baby Boomers. those segments of the pet-owning demographic are more likely to spend on items that are “nice to have” vs. “need to have,” said Kristen Levine, President, Fetching Communications (Deliver Magazine, February 2011).

We (myself included) are crazy about our animals. To us they’re part of the family. My golden retriever definitely think he’s a person, not a dog. He prefers socializing with people (could care less about other dogs) and lucky for him (and me), everyone loves him. He touches people’s hearts and makes them smile (that’s his photo at the top of this post).

Using dogs in your promotions can touch a soft spot in your audience’s hearts as well.

Do you have a dog, cat or other pet you consider family? Share your comments about your furry friend here. I’d love to hear about him/her.

About Debra:  Former President of the Rocky Mountain Direct Marketing Association (RMDMA) freelance copywriter Debra Jason is a seasoned copywriter with more than 25 years of experience. Owner of The Write Direction, she offers copywriting services for Web and direct marketing communications - delivering captivating content that converts your prospects into loyal customers. Debra is also a recipient of the RMDMA’s Creative Person of the Year Award.