Amanda LeGaux - Trone Brand Energy & BlogPaws Survey Highlights
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The Pet Information Seeker…and how you, the Pet Blogger connect
with them!
BlogPaws Pet Blogging and Social Media Conference
June 21, 2012
Who is Trone Brand Energy?
• One of the largest independent brand communication agencies in the Southeast
• We are a full service marketing firm that works to connect brands with customers across all mediums– Services include strategic consultation and analytics,
social media, digital marketing, media buying and planning, advertising, design, public relations and event marketing
We focus a brand’s energy to make it as relevant as possible so people can embrace the brand as their own and pass it on.
• Veterinarians are increasingly sharing influencer status
New Pet Owner Influencer Eco-system
2000 2002 2004 2006 2008 20100%
10%
20%
30%
40%
50%
60%
70%
80%
Veterinarian Internet
Source: APPA National Pet Owner Survey, 2011-2012
• In the past 10 years, use of the internet has more than doubled as a pet care information provider.
New Pet Owner Influencer Eco-system
Overview
• We asked YOU.- Emailed to BlogPaws’ community of bloggers- Asked 46 questions
• We asked PET OWNERS.- Emailed to Opinions@Trone Pet Owner Panel- Asked 46 (similar) questions
Pet owners are information seekers.
42% of pet owners spend more than 30 minutes per week reading about or researching pet related topics.
Who is the information seeking pet owner?
• Female• Age: 40-49• Married without children at
home • Employed full or part time• HHI: $50k +• Technologically savvy:
― 48% have smart phones
The following slides take a deeper look at the dynamics of the information seeker.
Newspapers 33%
Pet blogs are achieving mainstream use and credibility
Magazines 42%
General News
Websites 39%
Books 55%
Pet blogs are achieving mainstream use and credibility
Blogs 37%
71% credible
The layout and design of a blog impacts pet
owners’ willingness to read it
Impact of layout/design0%
10%20%30%40%50%60%70%80%90%
100%
No impact 2 3 4 5 A very large impact
67%
Pet owners have moderate to high interest in a variety of categories.
Health
Nutrition
Behavior
Safety
Life st
ages
New products
Lifesty
les
Specifi
c breeds
Cause
s
Grooming
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Top 2 Box
The specific topics pet owners find most appealing
are not always as appealing to bloggers.
Dangerous foods
Veterinary care
Hip and joint health
Emergency care
Elderly pet care
Healthy treating
Information Seeker’s Interests
Behavioral Interaction
Human-Pet Bond
Socialization
Abuse Prevention
Food Ingredients
Preventative Care
Pet Blogger Interests
The specific topics consumers find most appealing
are not always as appealing to bloggers.
Dangerous foods
Veterinary care
Hip and joint health
Emergency care
Elderly pet care
Healthy treating
Information Seeker’s Interests
Behavioral Interaction
Human-Pet Bond
Socialization
Abuse Prevention
Food Ingredients
Preventative Care
Pet Blogger Interests
The specific topics consumers find most appealing are not always as appealing to bloggers.
Dangerous foods
Veterinary care
Hip and joint health
Emergency care
Elderly pet care
Healthy treating
Information Seeker’s Interests
Behavioral Interaction
Human-Pet Bond
Socialization
Abuse Prevention
Food Ingredients
Preventative Care
Pet Blogger Interests
Key Learnings and Takeaways
1. Pet owners are spending significant time researching pet related topics and pet blogs are among their top resources for information.
2. Beyond the veterinarian, you are a very important and credible source
― Higher than store clerk and advertising.
3. As your role grows, there is a higher expectation on the design and content on your blog.
4. Your content and topics must continue to align with pet owner needs.
Questions? Find Us. Ask Us!
tronebrandenergy.com/pets
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