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Who knew there was so much pressure in naming a pet! The last four legged friend I named was almost 19 yrs ago. For the life of me I cannot remember how I came up with Miss Cinnamon’s name (1990 – 2008), but it really fit her.
So where to start? At least with kids you have a tree full of family names to sort through. Or if you are like most girls, you have names from years ago that you and your friends picked out – one if it were a boy and one for a girl. You even have time on your side; nine long months to work it out with your other half.
Well, I rescued a two year old mixed breed from the animal shelter two days ago, and she still has no name. Imagine the stress when I took her to the vet today. They were all smiles and friendly until I had no response for “what is her name?” In that moment of silence, where the tech’s smile slightly fades, you instantly feel like a bad mother!
So what are the options and criteria I’ve been sorting through?
- Personality: Two things come to mind this early in the game. Velcro and Destructo. The first because I can’t leave a room without her following. The second because her first toy lost its wing in matter of seconds.
- Appearance: She has beautiful colorations. She could be a Ginger, Nutmeg, Amber, Topaz, Chestnut, Copper…..or something having to do with the mask on her face!
- Character from a novel: This is a popular route. However, most of the names in To Kill a Mockingbird are male and most of Jane Austen’s heroines have such formal names that go beyond the suggested two syllables.
- Breed: She is a sweet mutt, but Heinz is so over used. And she is a girl after all! That whole male/female thing gets confusing with pets.
- Transference: Using a name that is reflective of you and your interests. Cameron’s out – too many friends from college have used that (even for their kids!) She doesn’t seem like a Daisy or Iris.
One may say I’m over thinking this? Shakespeare certainly would! But your name is your brand! Whatever “No Name” ends up being called, she will be loved.
What you don’t do for your dog says as much about you as what you do for them.
The new campaign for Alpo dog food capitalizes on this thought brilliantly. By showcasing the ridiculousness of pet owners dressing up dogs and paying for pet massages, it focuses on getting back to the basics of what it means to be a real dog and dog owner. It invites its target to laugh with the brand at other types of dog owners who go overboard with their dog pampering. It brings the realness back to dog ownership that these owners have never forgotten. Now I must admit, I wouldn’t buy Alpo even though I don’t dress up my dog. I am a very different type of pet owner that would never think of giving my dog anything but the best food and care possible. Said plainly, I see Alpo as a cheap and more importantly less healthy brand of dog food. Not good enough for my pup. But I am not their target. Their target buys dog food from a grocery store not a pet store. And they don’t let their dog eat better food than they do. But even though I am not their target, I find these ads amusing, honest and funny in a way that stories about peas and carrots could never be. After all, dogs were once wild animals forced to hunt for their food.
With everything from downloadable posters, stories about dogs lost to pampering that need to be “found” and even viral videos of people going into doggy spas to “rescue” the dogs by giving them Alpo, this campaign brings their headline “Quick, get that dog some Alpo” to life. The tagline “Real dogs eat meat” hits close to home for both the target’s way of thinking about feeding their dog as well as how they think about feeding themselves. Bravo to Alpo for truly understanding their target and how to talk to them.
Here is the campaign website.
Trone’s most recent economy study of over 3,300 consumers examined anticipated 2009 expenditures and interactions with brands across a number of key product categories including groceries, children’s, personal expenses and pets.
Given Trone’s extensive background in the pet category, the likelihood of pet owners switching products for their pets as well as the extent to which they were planning on spending less on their pets in the coming year were topics of special interest. Overall, the news was very good for the pet industry. A solid majority of pet owners indicated they were not planning on doing either.
Previous research had enabled Trone to identify pet owners who were more dependent on their veterinarians – those more likely than others to visit their vets often, consult with them on a variety of pet products and switch products based on their vets’ recommendations. Interestingly, both dog and cat owners who were “vet dependent” were significantly less likely to indicate they’d switch products or spend less on their pets in 2009.
For example, while 38% of less vet dependent dog owners indicated they’d switch products, only 29% of vet dependent dog owners were planning on doing so. For cat owners, the percentages were 30% vs. 22%, respectively. Regarding spending less in 2009, 29% of less vet dependent dog owners planned on doing so while only 20% of vet dependent dog owners were planning the same. The same pattern was found for cat owners – 17% vs. 8%.
Considering that vet dependent dog owners represent 44% of all dog owners and that vet dependent cat owners account for 34% of all cat owners, these findings should not be taken lightly. Vet dependent pet owners comprise a group too large – and too valuable – to be overlooked.
Given the size of the constituency it serves, the veterinary channel is an indispensible link in connecting brands to pet owners as well as in maintaining brand loyalty. Companies considering launching new products into the pet category would be well-advised to incorporate the veterinary channel into their overall brand strategy.
Moms modify purchasing behavior more than any other customer group.
The economy. It’s become a daily reason for not buying, not going, not doing and not splurging. And it’s affecting everyone. But no one quite so much as Mom.
Trone recently polled 1,140 mothers with children still at home to find out how the waning economy was impacting their lives and routines. We then compared their answers to those of the 2,181 other respondents and noted some clear distinctions.
Stress levels are up.
It’s not extremely surprising. But it is disturbing. Our panel of moms indicated many more sources of stress than other respondents. They’re frustrated that there’s never enough time to get everything done. They’re concerned about their relationships with their spouses. And most importantly, they’re worried about how the current economy will affect their families and their children. Moms were actually 26% more likely than other participants to say that the long-term implications of the economy are contributing to their stress level. The difference jumped to 29% when asked about short-term financial issues.
Spending is down.
Moms are doing everything they can to plan for their family’s financial future—including reducing spending on everything from health and beauty aids to home furnishings. They’re spending less on the things they need and deferring purchases of the things they want until a later date.
Across the board, moms are being more aggressive than other segments of the population to pursue savings opportunities. Coupons are becoming more important and family entertainment and vacation allowances are being cut.
Even the woes of the automobile industry are partially attributable to the recent behaviors of families with children at home. Moms are 25% more likely than others to defer a planned automobile purchase this year. And, among those that must buy, most are more likely to purchase a smaller or used car to save money.
Brand relationships are at risk.
Here’s the big one. Moms’ economy-driven behaviors are affecting brand loyalty.
In all packaged goods categories, moms are more willing than others to switch both product and retail brands to lower expenses. Take groceries for example: Among moms looking to reduce spending on groceries, 66% are very or extremely likely to shop at less expensive outlets and 77% will switch to less expensive brands.
The effects don’t stop at packaged goods either. While moms will obviously do their best to protect their children from feeling the impacts of the economy, the same can’t be said for themselves or the family pet. Fifty percent of moms plan to reduce spending on themselves this year by shopping at less expensive outlets (78%) and switching to less expensive brands (73%). Similarly, over 75% of moms that are interested in saving on pet expenses plan to try different retailers or seek cheaper brands.
Brand communications must adapt.
Two things are obvious.
- The economy has changed Mom’s spending behavior.
- Brands must address this new Mom differently.
The tactics that have been used to reach and speak to moms in the past are obsolete. Every message that a brand puts out into the world must now pass through a financial filter. Do I need it? Do I want it? Is it worth it?
In the future, manufacturers and retailers alike will need to consider this financial filter and stay in touch with their customers’ changing needs. Constantly evolving will be the key to keeping their brands relevant in these trying times.
Does your physician pre-determine what treatment he will recommend based on what car you drove up in or how you dressed that day? Does this sound absurd? It should. Okay, so I’m not talking about the human kind. But veterinarians are physicians too and many of them pre-judge what services they think you can afford purely based on your appearance.
What’s worse is with the current state of the economy, veterinarians believe they will need to compromise care even more. Wait a minute… shouldn’t that be my decision to make, even if I drove up in my old 1983 Mercury Capri? The truth is, most of us will look for ways to cut spending. Most pet owners will probably look for less expensive food or stop impulse toy and treat purchases. But where I make those cuts should be my choice. Personally, the health of my family is one area I’m not willing to compromise.
Pets are still a priority despite the economy. Recently, the results from a survey fielded by Trone’s Brand Connections Panel served as the basis for a nationally syndicated article. Click here to see more.
PRWeek recently highlighted Trone’s work on the Greenies Pill Pockets campaign. The campaign was deemed as a, “testiment to the the business value PR can have when applied smartly to increase awareness of a product that offers a real solution to a consumer problem.” Click here to see more
The owner-pet relationship is a key indicator of willingness to spend.
It’s no secret that pets mean different things to different people. Most of us have seen a woman with a dog in her purse or know of someone with an outside dog. These people are nothing alike, but we lump them together because they are all pet owners. Why? Because we aren’t thinking about how these pet owners feel about their pets.
We often assume they have the same wants, needs and concerns for their pets when in fact nothing could be further from the truth. In a recent segmentation study, Trone found just how different they really are, identifying distinct pet owner segments. The study explores the often complex relationships between pets and owners, and their willingness to spend on pet care.
Using the Trone Brand Connections Panel with over 2,000 respondents of dog and cat owners, we found that 76% of all dog owners stated that their pet is a significant contributor to their well-being. The study also looked at how relationships changed in the different life stages of pets (puppies/kittens, adult and senior). Puppy and kitten owners are typically younger, are moderately more likely to have children and tend to visit their vet more often. Puppy owners are also more active with their pet, while senior pets tend to be with older owners.
Identified Pet Owner Segments
| Pet Segment | Estimated # of pet owners |
|---|---|
| Pampered Pooch | 4.2 million |
| Wingman | 4.5 million |
| Just a Dog | 4.4 million |
| Handbag Dog | 4.8 million |
| All-American Family Dog | 6.3 million |
| Cheap Companion | 5.7 million |
| Backyard Dog | 8.8 million |
| Pure Love | 6.3 million |
Most pet owners fall into one of eight unique categories. The names of each segment mirror the role that the pet plays in the pet owner’s life.
The more than four million people that Trone estimates are in the Pampered Pooch segment often say their pet is their best friend. The nearly five million people in the Handbag Dog segment are upscale, highly educated and like to show off their dogs. These unique relationships are great indicators of a pet owners willing to pay for pet care as seen below.
Pet's role in how I define myself
Understanding the attitudes that people have about their pets is critical for marketers to grasp if they want to achieve strong business results and use their budgets wisely. This study highlights significant differences, among segments, in the type of products and services a pet owner buys, such as food, medical and veterinary needs. For example, nearly 60% of the Pampered Pooch segment would spend $3,000 or more to treat their pet’s terminal illness in the last two-three years of its expected lifespan and more than 70% of the Wingman segment have used or would consider pet insurance (57% would consider). It also highlights the amount owners are willing to spend on these products and services based on the relationship they have with their pet. The old saying that a dog is a man’s best friend is true for some segments, but for others, today’s pet sleeps in your bed and provides the entire family with a friend and companion.
This study reinforces the importance of targeting the right segment with the right message at the right time. Companies cannot push their products to these pet owners and expect a positive result. They must identify the segment or segments that are best for their brand and craft relevant messages to each segment and create an ongoing dialogue to get into the hearts and minds of their customers.
