Being a pet-friendly business means you can offer a unique opportunity for your customers to enjoy the company of their pets, while engaging in their day to day activities.
By being pet-friendly, your business improves the lives of your customers by providing them with opportunities to create lasting memories and strengthen their bond with their much loved pets without them having to feel restricted or excluded.
To create this environment, it takes thoughtful marketing, and below I’ve broken down how to market to these pet loving customers effectively.
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Marketing isn’t about tricking people, or convincing people that they need to come to you.
Marketing is about knowing your target audience, making their life better in some way, and then presenting that concept to them.
If you want to become a respected pet friendly business, you need to know clearly; what do you want to provide your customer? It could be relaxation, upbeat vibes, community spirit et – you have to express that concept in your marketing efforts.
Ask yourself: Who do I want to serve?
When you create a business, you look to serve a certain group of people. And when you serve this group, you often need to forgo the ‘other’ groups.
For example, McDonalds serves people wo want fast and predictable food. This means that McDonalds has to forgo the market of fine diners and those who want a high quality sit in experience. That’s not to say that they exclude this group of customers, but they certainly don’t focus on meeting their needs.
So, when you seek to add pet owners to your business clientele, you need to focus on them. And so, to market properly and effectively, you need to determine who you are looking to reach, and why.
When you market with the intent to reach forward thinking people who enjoy the company of pets, with the purpose to bring a wholesomeness to your establishment or business, you need to figuratively ‘let go’ of appealing to pet haters too.
You need to forgo pleasing the masses, because if you look to do this you will do a bad job at meeting your pet loving customer.
Marketing message of a pet-friendly business
Before you can understand how to market, you need to understand that your message should be crystal clear. It should say “this is who we are and if this is who you are, come here.”
Because trying to convince someone to use you, if they aren’t your ideal customer, is almost impossible. And it ends up costing a fortune in time and money. You want to draw in the people who share your businesses belief system.
1. Our product/service is for people who think pets make every day better.
2. We focus on helping you bond more with your pet and include them in your daily life.
3. Try our product/service and see how it strengthens the special bond you share with your pet.
This marketing message focuses on telling the world – this is who we are as a business. If this isn’t you, we aren’t for you.
Authenticity
When you decide to be pet friendly, you need to honour your promise. You need to go ‘all in’ and confidently show that you are a pet friendly business.
If one day, someone complains that they don’t like pets in a café, or they don’t like that pets are in a hotel room next door, you need to confidently express that that is who you are as a business.
You should be proud and not hide the fact that you are pet friendly. Because, in the same example of the unhappy customer, if you were consistent in our marketing of being pet friendly, that same customer could have made an informed decision to go elsewhere instead.
This concept of being consistent in your marketing creates a professional level of authenticity – you deliver what you say you are going to deliver, which makes your ideal customer confident in who you are as a business.
Focusing on the micro market
If you can’t have 10 raging fans, how do you expect to have 10,000?
When you first make the decision to be pet friendly, it’s natural to feel anxious and want to please everyone. But, instead of trying to please everyone, focus on delighting your first 10 pet-loving clients. Turn them into raving fans who spread the word about your business.
If you can’t win them over, you’ve already failed at being a successful pet friendly business.
By prioritising their needs and preferences, you’ll quickly learn how to create an environment that makes them feel welcomed, relaxed, and intrigued by your business, setting a solid foundation for growth.
If you try to cater to those who don’t like pets alongside them, you’ll lose your focus and struggle to gain traction with anyone.
Fighting the critics
Everyone’s entitled to their opinion, and that’s okay. But your main concern should be ensuring your ideal customers are happy.
Focus on specific opinions, not the overall consensus. Attract those who believe in a pet-friendly business, rather than worrying about those who don’t.
Think about your favourite movie. Even it doesn’t have 100% positive reviews online. Similarly, not everyone will agree with your pet-friendly approach in marketing. And that’s fine.
How To
To effectively market the unique value proposition of being a pet-friendly business, it’s really important to communicate the benefits and experiences it offers to both current and potential customers.
Here are some strategies:
- Highlight the Experience: Showcase images and stories of happy pet owners enjoying their time with their pets at your business.
- Share Reviews: Encourage satisfied customers to share their experiences about visiting your pet friendly business.
- Partner with Pet Influencers: Collaborate with popular pet influencers or local pet related organisations to promote your business.
- Offer Special Promotions: Create exclusive offers or discounts for pet owners to incentivise them to visit your business.
- Educate and Inform: Share informative content about the benefits of being a pet friendly business and how it enhances the overall customer experience.
- Engage with the Community: Participate in local pet friendly events, charity fundraisers, or community outreach initiatives to demonstrate your commitment to supporting pet owners.
Conclusion
In conclusion, effective marketing for a pet friendly business focusses around communicating your message and catering to the needs of pet loving customers to build a loyal community of advocates who spread the word about your business.
Success in pet-friendly marketing lies in creating meaningful connections and enriching the lives of both pets and their owners.
