We’re back from a long weekend of hob nobbing with pet owners at the Orange County fairgrounds. Thousands of pet owners attended the show looking for innovative pet products and solutions. I tapped the pulse of pet owners during the show to determine what concerns they have about pet products. Here is what I learned at the show:
- Want more products that are eco-friendly and save for pets – There is a big push for cleaning solutions that won’t hurt Kitty or Fido if they lick the floor afterwards. Also, more pet parents are becoming conscious of toy components that aren’t pet safe (i.e. rubber like products made with synthetic materials). This is a great opportunity to make purchasers aware of this benefit on your packaging.
- Want more American made consumables – The China recall created toxicity awareness among pet parents which has prompted more label reading. I would make a “Made in the USA” sticker or icon for your product’s packaging to help set it apart from manufacturers still producing consumables in China.
- Want more organic and natural consumables – There is still a big push for organic and natural consumables, especially if pet parents already purchase from Whole Foods, PCC, Central Market, etc. An increase in price point would cover these costs in order to serve this niche market. Is your product ready to make the jump?
The show is a great chance to product test and receive feedback on how to improve. I encouraged my clients who attended to hand out product samples so consumers can have the chance to try the product with as little risk as possible. I also suggested handing out coupons for free shipping or a discount to dissolve another barrier for consumers. A raffle is another good idea to encourage folks to try your product as well.
What are some successful techniques you have used in trade shows?
About the Author
Dara is a brand identity and marketing design strategist at 7 Lucky Dogs, a leading consultancy in marketing to “pet parents”. Through customized marketing and brand identity packages, 7 Lucky Dogs helps you discover what makes your company, product or service different from your competitors. We then translate this differentiation visually into a logo, product packaging, an E-commerce site and promotional materials to reflect those unique attributes. We make our clients look credible and memorable to their prospects while they increase their bottom line. As the owner of 7 Lucky Dogs, Dara is passionate about helping independent pet businesses stand out in front of their competitors and attract more clients. She blends business smarts with creativity with over ten years of design experience with formal education in both graphic design and marketing.
