Pet owners want to give their fur-babies the very best. With these marketing strategies, you can convince them that your business is the very best.
It’s no surprise that people love their pets — what’s not to love?
When you try to put a dollar value on it, however, you can see that some generations love their pets more than others.
Millennials and Gen Z are starting families later than their Gen X and Boomer counterparts, and they’re filling those years by showering love and affection onto their pets. In recent years, Millennials have spent over $700 annually on their pets, and in 2023 Gen Z was expected to spend up to 35% of their holiday shopping budget on their own pets.
It makes sense, then, that pet-centric franchises are springing up to meet this need. Veterinary clinics, groomers, high-end boarding facilities: nothing’s too good for our furry friends.
As the field grows more crowded, businesses have to adapt to these changing trends if they want to stay ahead. One crucial aspect of this is upping your marketing strategy to grab the visibility necessary for a thriving business. In this blog, we’ll explore how pet businesses can leverage innovative marketing approaches to reach and engage their audience, ensuring they capitalize on the rising pet spending trends. Read on:
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PPC Campaigns: Take a Bite
Dogs are man’s best friend: hyperlocal marketing is a franchise’s best friend. People are busy, and pets are sometimes nervous on car trips, so whether they’re looking for a vet, a groomer, a boarder, or more, pet owners are really hoping to find a business they can frequent that’s within a tight radius of their own home.
Pay-per-click (PPC) advertising is an essential tool for capturing potential customers’ attention at the moment they’re searching for pet-related services in the area. Here’s how to make the most of PPC campaigns:
Optimize your website and online profiles for local searches. Ensure that your business appears in local directories and Google Business listings with accurate information. This will improve your visibility when pet owners search for services “near me.”
Focus on keywords that potential customers are likely to use when searching for pet services. For instance, keywords like “dog grooming near me,” “pet boarding,” or “cat supplies” can help attract relevant traffic.
Don’t be afraid to A/B test to optimize your costs, your search impression share, and more. Additionally, don’t be afraid to use branded keywords in your advertising.
Social Media: Fetching Engagement
It’s often been joked that “the internet is for cats,” and there are millions of images, videos, and websites devoted to that notion. Back in 2007, the website “I Can Has Cheezburger” captured the hearts and minds of millions with their funny pet images, for example, and ended up spawning a multi-million-dollar empire with books, reality TV shows, and more.
The internet is full of pet owners, in short, and social media sites are among the best places to find them. Here’s how to effectively leverage social media:
Paid Social: Utilize Facebook and Instagram’s local targeting features to reach pet owners in your franchise’s territory. Promote special offers, events, or new services to your target audience of devoted pet-owners.
Visual Content: Pets are inherently photogenic, making them perfect subjects for social media. Encourage your franchisees to share high-quality images and videos of pets they’ve groomed, happy customers, or even behind-the-scenes glimpses of your franchise operations.
Engagement: Encourage followers to share their own pet photos and stories. Host contests or challenges that invite users to post pictures of their pets with a branded hashtag, letting the winners earn things like gift certificates or free merchandise. This fosters community and creates user-generated content that you can feature on your channels.
Digital-Out-Of-Home Advertising: Mark Your Territory
As we’ve discussed elsewhere, the world is full of screens nowadays. And many more of those screens than you might expect could be carrying your ads. Digital-Out-Of-Home (DOOH) advertising lets you place your ads around everywhere your potential customers might find themselves. Here’s how it works:
Many waiting rooms feature digital screens that accept DOOH advertising — pet groomers, veterinary clinics, boarders, and more. Any pet owner waiting in one will eventually make use of the others. If you place ads in high-traffic areas where pet owners are likely to be, this ensures your ads reach people who are already engaged with pet-related activities.
When you find places that have these DOOH screens, use them to display dynamic and engaging content. For example, showcase a rotating selection of pet services, highlight customer testimonials, or promote limited-time offers.
With DOOH capabilities, you can provide targeted advertising even out in the real, brick-and-mortar world just as you would with targeted web ads.
Email Marketing: Speak!
There are some really trailblazing, high-tech methods of getting in touch with your customers these days, but that doesn’t mean we should overlook tried-and-true methods. Email marketing is still a highly-effective way to keep your customers informed and engaged.
You can create segmented email lists based on customer behavior and preferences. For example, you can divide your lists up by customers with dogs versus the ones with cats. You could sort by breed or the type of service they’re interested in.
Then, you can use personalization to make your emails more relevant. With auto-filling forms, you can address customers by their names (and potentially their pets’ names), recommend services based on their pet’s breed or needs, and offer personalized promotions.
Once you’ve captured that email, you can keep your customers updated with regular newsletters that include tips for pet care, upcoming events, special offers, and news about your franchise. Tend carefully to your list of clients and you can develop a stable pool of loyal customers and repeat business.
Final Thoughts
Marketing a pet franchise involves a blend of strategies designed to capture the attention of pet owners and build strong connections within the community. By utilizing hyperlocal marketing in PPC campaigns, social media, DOOH advertising, email marketing, and more, you can create a comprehensive approach that drives engagement and growth for your franchise.
At Balihoo, we understand the unique challenges and opportunities of multi-location marketing. Our platform is designed to help franchise businesses like yours manage and optimize campaigns across multiple locations, ensuring that your marketing efforts are both effective and efficient. Ready to take your pet franchise marketing to the next level? Reach out to our team today and discover how Balihoo can help you get the results you’re looking for.
Written by
Sean Kelly, Senior Content Writer
Sean Kelly is a Senior Content Specialist, St. Louis-based engagement expert with 20 years of experience in content writing, and 8 years in adtech.
