How Retailers Can Better Engage Pet Bloggers

1

Leaders in pet marketing

How Retailers can Better Engage Pet Bloggers

Our Industry Experience

2

Odorless. Disposable. Convenient!

Our Loves

3

Our Services

4

Bloggers

Our proprietary online panel including 60,000 US pet owners and 3,000 veterinary professionals

Online Insight Panel

Research

A Tale of Evolving Pet Owner Information Sources

• Pet Owner Study  ― Fielded June 2012 to Opinions@Trone Consumer Panel― 539 respondents

• Pet Bloggers―Fielded June 2012 to BlogPaws Members― 173 respondents― Pet Retailer Survey Fielded March 2014

Pet Information Seekers

30% of pet owners  spend more than 30 minutes per week reading about or researching pet‐related topics

Source: Trone Brand Energy Pet Information Study, 2012

Pet Information Seekers

FemaleAge 40–49Married without children at home Employed full‐or part‐timeHHI $50k +Technologically savvy

Source: Trone Brand Energy Pet Information Study, 2012

Pet Information Seekers

Pet‐related causes

More vet visits

More pet specialty shoppersSpend more

Online content generatorsSocially active

Source: Trone Brand Energy Pet Information Study, 2012

Most Appealing Pet Info Topics

0%10%20%30%40%50%60%70%80%90%100%

Source: Trone Brand Energy Pet Information Study, 2012

Likelihood to seek information Top 2 Box 

Veterinarians and pet stores are increasingly sharing influencer status

New pet owner influencer ecosystemThe New Pet Influencer Ecosystem

Pet Info Seekers and Pet Blogs

37%

Source: Trone Brand Energy Pet Information Study, 2012

Digital Influencer Pyramid

Bloggers and Pet Retailers

Most shop at all types of stores

Nearly all have written about pet retailers

Over half have had pet retailers reach out to them

Virtually all interested in working with retailers

Source: Trone Brand Energy Pet Information Study, 2012

Bloggers and Pet Retailers

Independent retailers are their most preferred partner

Compensation is important, but can come in various forms

Source: Trone Brand Energy Pet Information Study, 2012

Effectively Engaging Bloggers

Know them and their platforms individually– Research what they write about

Personalize outreach – Relate your outreach to how and why it is relevant to their 

platform– Localize content wherever possible

Give them an incentive– Payment and sponsorships are important in this dynamic, 

but aren’t “everything”

Source: Trone Brand Energy Pet Information Study, 2012

What You Can Do

Optimize your owned and earned media platforms

Create a blog of your own

Let pet bloggers be an ingredient to your online voice

19

Blogify

If you’d like more information on our research studies or branding and influencer

services, please contact:Kevin Murphy

[email protected]

For more information