Pets, Products & Profits

The UK Pet industry is currently valued at around £10 billion a year – proof of just how much we love our animals. But just because the industry is booming, it doesn’t mean success is guaranteed for pet business owners. Many struggle to get noticed, and often, the missing piece is effective marketing.

In this article, I’ll outline three pillars that can support your growth: your audience, your customer’s journey, and your brand. In future articles, we will dive deeper into each with strategies, tools and examples for your business.

If you’re launching a new product, running a grooming business, or building a pet brand online, our goal here, is to give you practical marketing insights you can implement straight away.

Your Audience

You would think this is as simple as ‘pet lovers’ but that is too broad to target sufficiently to make your marketing profitable. Every pet owner or professional interacts with animals differently. Some see pets as working animals and others as family members.

Once you have identified your audience, your messaging is key. For example, you are selling outdoor kennels, so you would target working dog owners. Trying to sell the benefits to an owner who keeps their dog indoors would be futile.So, your first change is to check your audiences and then script the right message.

Your Customer’s Journey

Every customer makes buying decisions at different points in their pet’s life. You need to ensure you’re targeting them at the point they are most likely to need your product or service.

 Look at the pet lifecycle: a new puppy owner might be searching for collars or training pads, whereas an owner with a senior dog might be looking for mobility aids or joint supplements.

Your second change – map out your customers journey and target the products to the right person at the right time.

Your Brand

There is no doubt that the pet market is crowded. Your brand is what connects you to your audience and communicates what makes you different. This is more than a logo, this is building a brand they can trust.

You’ve discovered your target audience above, now think about their values and does your brand reflect that? Do you tell a story that people connect with?

A strong brand will not just attract first-time buyers, it will build loyalty and repeat business.

About Micca Marketing

My name is Michelle, and I founded Micca Marketing on trust and relationships with our clients. We specialise in helping businesses grow through smarter strategy and effective marketing. We work with pet companies of all sizes to develop their products and services into thriving, profitable businesses.

Every story starts with a chat. Contact us today, visit www.miccamarketing.co.uk or email info@miccamarketing.co.uk