How to Set Up and Build Your Annual Marketing Plan
It’s a good time to work in the pet industry — it's booming, with a global market value of $261 billion in 2022, up from $245 billion in 2021. Pet ownership rates are still climbing, so you can expect those figures to continue to grow in the years ahead.
As we prepare for 2023, now is the time to start working on a stellar marketing plan for your pet business, so you can capitalize on the growth momentum of the pet industry. If you’re looking to build a strong brand in pet care to propel your growth, you’re in the right place. Keep reading for expert tips on creating a marketing plan for your pet care brand in 2023 and beyond.
Building a Strong Pet Care Brand
To build a strong brand, consider the following branding advice:
Set Your Goals
They say a goal without a plan is just a wish, and we all know wishing won’t get you anywhere when it comes to building a strong pet care brand! So, the first step to building your brand marketing plan is to come up with realistic, attainable goals.
Your goal may be to grow your revenue. If that’s the case, think about micro-goals that will help you get there, whether it’s growing your customer base, encouraging customers to return, or enticing new and existing customers to spend more. Then, take actionable steps to achieve those goals.
Do Your Research
This step is critically important and, unfortunately, often overlooked and underestimated. Some people skip this step because they think they can’t afford it. But the good news is that the endless information available online means most market research can be done for free.
Check out online trade publications, visit retail stores both online and in-person, and don't forget about consumer reviews. A simple Google search of your competitors will also lend a wealth of vital information
However, while you can do this market research for free or at a relatively low cost, it's still time-consuming and can be overwhelming with the abundance of information available. That’s where The Marketing Lens comes in. We have over 15 years of experience in pet industry branding, and we're experts in market research and competitive analysis.
Define Your Strategies
Now that you've set your goals and understand what your competition is doing, it’s time to define your strategies and put your branding plan into action. Ask yourself these questions:
How do you plan to position your pet care brand against the competition? How can you stand out? Perhaps you work exclusively with cats, or your services are tailored to a specific breed of dog — make sure these differentiating factors are well publicized so you can stand out from the crowd.
What target markets do you plan to penetrate to achieve your goals? Your market analysis can help you see which types of pets and pet owners most commonly use your product. You can also find gaps in your competitors' offerings and take that as your chance to enter the market and fill a need that’s not being met.
How do you plan to price your offerings to meet your goals?
Don’t Forget to Measure Your Progress
The last thing you want to do is spend all this time and money on building a strong brand via your marketing plan, and then not measure how the plan is actually performing. Having a measurement system in place is key to ensuring your marketing plan is successful. You can track your progress and make necessary tweaks throughout the year to gain insight into your plan's performance. Some key metrics to track include social media followers, qualified leads, email campaign open rates, and customer retention.
The Marketing Lens Can Help
To build a successful pet care brand in 2023 and beyond, you need a thorough marketing plan. The Marketing Lens can help. We have the knowledge and proven process needed to create a better balance in workflow — so you don’t have to carry a project’s success solely on your shoulders. Contact us today to learn how we can help with the heavy lifting when it comes to putting your marketing plans in place.