Pushing The Right Buttons

By Christopher Zoukis

Pawsible Marketing (PM), a marketing firm specializing in luxury pet marketing, believes that quality is the driving factor in luxury pet products. PM forecasts that the retailing sector of luxury pet products will see massive growth in not only brick and mortar stores, but in online stores. The biggest retailers will begin offering luxury products to customers that want even greater luxury and “green” products. PM also sees new companies jumping onto the luxury pet products bandwagon. Most of these new companies will “feel” their way along, because they have no previous experience in the pet market segment.

According to PM, boutique stores will focus more on luxury pet products to niche markets. If their niche market is lucrative enough, and if their marketing is effective, these boutique stores will be acquired by larger companies seeking to expand their offerings.  Image courtesy crystal-fox.com

Green products and services will prove to be a key niche market. Affluent pet owners are concerned about pet foods and products with potentially harmful constituents. So they will seek out and patronize foods, toys, clothing items, medicines, and other products that are pet friendly.

PM also sees affluent pet owners seeking health insurance for their pets. These owners will respond to marketing targeted to the health of their pets, including alternatives such as pet massages, pet acupuncture, pet chiropractic care, pet hydrotherapy, pet nutrition, pet herbs, and pet homeopathy. In other words, now is the time to carefully plan marketing and promotional campaigns in these areas.

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Pampered Pooches

By Christopher Zoukis

People love their pets. In fact, more than 80% of U.S. pet owners refer to themselves as “pet parents,” and 31% of women say they spend more time with their pet than their husband or partner. Sixty-three percent of the U.S. population owns a pet. Those pet owners will spend an estimated $50 billion on their pets in 2010. Image courtesy epamperedpets.com

The rich have money to spend, and they do not hesitate to spend it on their pets. Dog country clubs and luxury kennels, which are now called “hotels,” cater to the pets of wealthy owners. These luxury facilities offer pedicures and parties for pets, charging $300 to $400 dollars per night. There’s a church in Chicago that offers special religious services for pets. They even offer “pet blessings,” where an ordained pet minister lays hands on one’s pet. And most luxury hotels now offer “pet packages” so the rich can vacation with their pets. Such packages provide dog and cat walkers, day care facilities, pet parties, play-dates, grooming at pet boutiques, and special counseling sessions, where pets meet with pet psychologists and trainers.

Marketing and selling luxury products to affluent pet owners is big business. Where to start is the question? Lisa Johnson, who is the author of Mind Your X’s and Y’s offers four tips on how to market luxury brands and products for pets.

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