Pet Parents Targeted For Mother's Day
By Michelle Maskaly on May 06, 2011
If you think "pet parents" is a term just thrown around by pet bloggers, or industry marketing teams, it might be time to take a step back back.
One smart upstate New York florist and garden center placed this out-of-the box Mother's Day ad, which is clearly targeting pet parents, in a local newspaper.
The ad, for Binley's Florist and Garden Center in Queensbury, N.Y., is even written from the dog's point-of-view, and doesn't even mention "traditional" mothers.
For a regional garden center to spend valuable advertising money targeting just "dog moms" on Mother's Day shows the impact the pet industry is having.
And, really, why shouldn't businesses be targeting pet parents?
The American Pet Products Association estimates pet industry spending is expected to exceed $50 billion in 2011, and continues to show resilience despite the economic state of the nation.
It's also a great example of a business finding creative ways to reach new customers.
Think of the number of people you know who don't have kids, but have dogs. If each of their significant others, friend or family member purchased this for them, that's one more floral arrangement they wouldn't have sold if they didn't reach out to that customer base.
I talk a lot about brands building relationships with customers, and this is an example of doing that.
Maybe a pet parent will not purchase a bouquet of flowers for Mother's Day from them, but by placing an ad like this they have started that relationship building that is so critical when it comes to make future purchasing decisions, like where to get their garden vegetables this spring.
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