Zesty Paws (part of H&H Group) reposted this
Helping Pet Businesses Grow with Strategic Marketing & PR | 2024 Pet Summit Speaker | Gold Vetty Winner | Speaker PIN Growth Summit
Pet brands in the ingestible category have some unique challenges. I'm talking about supplements, food, and treats. Here are some common questions and concerns we hear from pet parents: 1. My cat/dog is a fussy eater. What happens if they don't like the taste? Now I'm stuck with a product I can't use. 2. My cat/dog has a sensitive tummy. Will this make them sick? 3. Where are the products sourced from? 4. How is it manufactured? Is the facility in the US? These are all very valid concerns and you can't blame a pet parent for asking! After all, it's their cat or dog's health and wellbeing on the line. Here's how to make sure their concerns are addressed properly. 1. Don't include synthetic fillers or binders in your product. Overwhelmingly, when you look at bad reviews on ingestibles on Amazon, it's because the product made their pet throw up, often because of a reaction to the synthetic fillers. Include this guarantee in your brand messaging. 2. Offer a money back guarantee. Guess what? Most pet parents won't return the product even if their pet doesn't like it. But a guarantee provides them with peace of mind that you stand behind your product and they can buy with confidence. 3. Be specific and transparent about ingredients on your packaging. Is your salmon oil wild caught in Alaska? Specify that. 4. Display your manufacturing standards prominently, especially if you use a cGMP compliant facility. 5. Use social proof! Nothing will persuade a potential buyer more than another pet parent vouching for your product. Encourage those online conversations in the comments. That means you need to pay attention to the comments in your ads!! I'll say it louder for the people in the back. If a brand is radio silent on comments in the ads, it not only looks sketchy, but it hurts engagement. Case in point: We were managing ads for one client in the supplement space. A pet parent asked if any others had experience using the product. It just so happened that particular ad didn't have a lot of engagement, but another one had A LOT, including testimonials from other pet parents. We linked the user to the other ad which assuaged her concerns about purchasing. Supplements and food are very fast growing categories. You can't afford to lose out on potential customers by not addressing their very valid concerns. P.S. Zuzu loved posing with the new treats she's been trying out for our latest platform, Dogs Review Stuff, now live on TikTok and Instagram! https://lnkd.in/eP53zWhr She took this dental bone from Zesty Paws (part of H&H Group) in her mouth and walked around the house with it for a good 15 minutes before eating it - a weird habit she has when she likes something she has to chew on for a while! Thanks Allison Winer for hooking us up. Content coming soon :)