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PET BRAND ACTIVATION and Why It's Essential

Real-world experiences transform pet parents into customers and advocates

Tap into the emotional connection between people and their pets 

Generate content of pets interacting with your brand

Engage people at dog parks, pet stores, and community events

Reach pet parents with creative outdoor advertising ideas

Measure marketing impact with impressions, engagements, and sales

 

What is pet brand activation marketing?

Pet brand activations creatively promote pet food brands, grooming services, veterinary care, and health insurance. Marketing for cats and dogs is unique as you are courting two customers; pets and their owners. 

Pet marketing activations take many forms - experiential, guerrilla, pop-up shops, hosting events, field marketing, product sampling, and outdoor advertising.

Real-world experiential marketing is how dog product and service companies establish relationships with pet parents.

Showing up at dog parks, pet expos, and community events gets people to know and trust your brand.

Ideal pet marketing activations are a mix playful, educational, and communal experiences.

Each pet and owner is unique, so conversationally structuring your marketing is an intelligent strategy.

A conversational marketing approach gives brands insight into pet owner lives, concerns, and desires - often sparking new product, service, and advertising campaign ideas.

Every city hosts pet-centric events with opportunities for brand sponsorship and participation.

More than 60% of US households have pets, making general marketing tactics like street teams and outdoor advertising an effective way to create demand among pet parents.

A popular dog product marketing tactic is activating near parks and pet stores.

Spring, Summer, and Fall are the ideal seasons for your marketing activities as people spend more time outside and attending events with their pets.

Pet marketing is goal centric - KPIs include brand awareness, engagements, content, social shares, sign-ups, and sales lift.

A pet brand activation can be a single event, a year-long campaign, a mobile tour, or an ongoing outreach initiative.

 

Pet brand marketing services

 

1.) Activation marketing strategies to achieve your brand goals

2.) Design and fabrication of event activation assets 

3.) Planning, staffing, and training your marketing team

4.) Event activation assets storage, transport, and installation

5.) Preproduction, activation, and post-production 

6.) Evaluation of impressions, engagements, feedback, and KPIs

7.) Recommendations for future marketing activations

 

 

Pet parent engagement marketing strategies

 

Neighborhoods - Pet owners walk their dog(s) three or more times a day, creating opportunities for you to surprise, delight, and introduce your brand.

Dog Parks - Especially on weekends, dog parks are the place to interact with dozens of dog owners every hour. Be sure to show up in a way that makes everyone's day better (hint bring dog toys and treats). 

Community events - Local festivals are an opportunity to engage hundreds of pets and their parents. The typical setup is a 10' x 10' sampling booth and brand activity area. Bonus tip, most cities have monthly pet parent meetups at brewpubs, outdoor malls, and parks. 

Pop-ups - To get pet parents talking, a pop-up shop is undoubtedly the way to go. Although, you'll need a unique, spread-worthy concept that involves supercool experiences for pets and their parents. 

Partnerships - Joining up with a local business or nonprofit to create a pet-centric marketing initiative makes it is much easier to build brand awareness, acceptance, and goodwill. 

Expos - Every city has a few pet expos. Although these shows are often indoors, you'll most likely be activating alongside your competitors.

Pet Stores - Making arrangements to demo or sample your products at the point of purchase is a surefire way to drive sales velocity.  Most activations happen in-store, although this comes with space restrictions and poor lighting, so the bonus tip is to ask if you can activate and engage people right outside the front doors.

 

Dog Pet Event Marketing Activation

 

Availability

 

Pet brand marketing marketing activations are available in every major US city, including New York City, Los Angeles, Chicago, Boston, Miami, Atlanta, San Francisco, Philadelphia, and Washington, DC.

  

Process

 

1.) Share your ideas, inspirations, and brand goals 

2.) Receive a complimentary pet marketing proposal within three days

3.) Set a time to chat about how to improve strategies and concepts

4.) Coalesce around a marketing initiative that meets all brand goals

5.) Draw up a marketing agreement

6.) Start production to bring your ideas to life

 

Takeaways 

 

Pet brand experiential marketing is unique - you must cater to pets and their parents.

Tap into pet parent emotions, education, and community to create new customers. 

There are multitude of places to engage pet parents - from dog parks to events to expos. 

First-hand experiences affect brand trust and sales more than any other form of marketing. 

 

Connect 

 

Let us know about your brand and goals for a complimentary pet brand marketing proposal.

 

Connect with pet parents!

 

Explore More

 

Be sure to view Canidae's kibble refill station marketing launch overview.