Kids throw tantrums. Spouses come with in-laws. Friends come with spouses (who, in turn, come with their own in-laws and/or multiple kids who will be throwing multiple tantrums). All in all, there’s not much to like about people.
But pets? Everyone loves pets. Their tantrums are adorable, their spouses are adorable, and their in-laws? Nowhere to be found.
Pets get cuddled, pets get coddled, and most importantly, pets get truckloads of money dumped down the drain for their benefit. Spend 30 seconds in any pet supply store, and you’ll see everything from vanity leashes and decorated beds to licensed movie chew toys and full-blown pet costumes. And on 99 percent of these pet products people are throwing money at? There’s ample space to place a logo.
Pet owners love nothing more than giving their pets things, and because of that, they’re an incredible end-user market for promotional products. Looking to get in on the action? Check out the quick primer below.
THE BEST END-BUYERS
Knowing there’s an endless amount of passionate end-users in the pet market is useless if you can’t find any buyers. So, what kind of companies like to give out pet products? Kristy Tantillo, TAS, marketing manager for EMT, Indianapolis, offered a list:
• Pet and specialty retailers
• Breeders and trainers
• Pet food manufacturers
• Pet shows and competitions
• Veterinarian offices and pet wellness centers
• “Bark park” events
• Shelters, rescue organizations and fundraisers
The last bullet deserves special attention, because as it turns out, animal and pet charities might be the biggest buyers of pet promotional products out there. “I’ve been pleasantly surprised at the amount of pet-related charities that provide our products after a donation is made for the cause,” Tantillo said.
Brandon Brown, director of marketing for Salt Lake City-Based SnugZ USA, agreed. “We have a lot of customers that come to us from the Humane Society and pet stores, but more and more we are contacted by charities that are purchasing our pet products,” he said. “It’s a great way to give clients what they need for their pets while creating another line of marketing for the brand itself.”
PITCH-FRIENDLY FACTS
Convincing a buyer to take a chance on pet products shouldn’t be difficult, especially if they’re in the pet industry themselves, but it never hurts to have a couple convincing arguments in your back pocket.
“Pet products are a large niche market that companies can use as another line of marketing,” Brown said. “Based on research by the Humane Society, 46 percent of U.S. households own at least one dog, and 39 percent own at least one cat. This pet population creates that method of marketing for each company, while customers would have the resources to use the promotional item,” he explained.
Numbers are one thing, but what about the items themselves? “These products are colorful, durable and very affordable,” Tantillo said. “Pets draw the attention of most people, so they offer an excellent opportunity for branding, and they also say something about being a responsible pet owner, which is a hot topic right now—as it should be.”
EASY IDEAS
Looking for a ideas on putting pet products into action? Brown and Tantillo both offered some case studies.
“SnugZ USA made custom leads for local pet companies that handed them out to their clients before the ‘Strut Your Mutt’ race, Utah’s annual dog walk that raises funds to help save the lives of shelter pets in Utah,” Brown said. “It provided their customers with a new product, while creating buzz for the shop well after the walk was completed.”
Tantillo gave another example of leashes being put to good use. “A fundraiser was being held locally for the Republican Party,” she said. “The initiative was to find a way to thank donors for monetary and time contributions—with an affordable, fun product that promotes community responsibility. Pet leashes and collars were provided for all dog owners who contributed to the cause,” she explained. “Now local Republican Party members have a fun, unique and interesting way to promote their party each time they walk their dogs.”
