When the majority of the nation was sent into lockdown last year, many households added fur babies into the mix to lift their spirits during a time of isolation and uncertainty. As a result, pet products have come into the forefront—with the need for dog leashes, dishes, toys, and accessories increasing rapidly. When considering promotional products in this lucrative market segment, think beyond vet offices and pet stores. Apartment complexes, insurance agencies, hotels and resorts, and grocery store chains are just some avenues to explore when pushing pet products.
According to Promopet’s Katie Pritchard, Americans spend in excess of $60 billion a year pampering their pets. “It’s a market that continues to grow year after year, even through economic downturns,” she notes. “Pets are increasingly being humanized by their owners. These days someone’s pet may be your seatmate on a plane, getting pushed in a stroller, or have a wardrobe more extensive than yours. Beyond the products that enable this lifestyle, marketers should take note of these scenarios and leverage them in a creative way to build a connection with pet owners that they can relate to. We really need to think of our audience as ‘pet parents’ and not just ‘pet owners.’”
Christine Stewart at Tekweld can also speak to Pritchard’s thoughts on the variety of markets pet products appeals to. “We also see a lot of activity in the apartment leasing area where tenants apply for an apartment,” she states. “Demand continues to grow since the real estate market has seen a lot more people selling houses and going into apartments.”
As with many promotional products, American made and eco-friendly products are also of importance when it comes to these items. “We have been selling plenty of our dog bag dispensers and our portable pet food bowl,” Jack Moore at Bay State Specialty Company/Americanna Company comments. “Demand has been through the roof. We are working at full capacity and orders are coming in by the boatload.”
Logistics concerns worldwide are also driving the USA made trend, according to Scott Thackston of Bandanna Promotions by Caro-Line. “With all of the current issues happening around the world with imports, shipping, and material delays, the major trend we are experiencing is USA-made promotions,” he says. “Since over 90 percent of our bandannas and product line extension is American made with in-house print processes, our growth this spring and summer is skyrocketing.” He adds that demand has been very strong since March with events, festivals, concerts, tradeshows, and all in-person venues opening up across the board.
Southern Plus has realized a great deal of success in the pet market with a number of products, Grethe Adams maintains. “Our Rally towel cleans dirty paws and other spills,” she says. “Our favorite is a custom wet print umbrella (like our FPR-43 for BCA) with an all-over, step-and-repeat, watermark imprint of paw prints, or dog bones, that ‘magically appear’ when the umbrella gets wet. They make a great thank you gift for donations to rescue organizations, or a hot-seller in pet shops and grooming salons.” She adds that grooming salons are avid users of many of the company’s apron styles when groomers need to protect their clothes from getting wet or covered with fur.
Adams continues that the company’s Outback blanket has become a favorite to throw on car seats when transporting fur babies, and while almost any of the company’s blankets could work for this, the waterproof shell adds a layer of protection from dribble and drool. Additional out-of-the box pet products include a cooler to keep food or water cold when traveling with a pet, with top sellers being the Orbit Cooler and Titan Cooler, which Adams explains offers ample space, and excellent insulation.
Josette Bosse at Bay State relays that doggie bags and portable water bowls are top sellers, adding that her personal favorites for her own pets are the Cooks Choice Two-Cup Measuring Cup and Freshn Sealed Can Food Lid.
Tekweld has also has success with its Dog Food Scoop N Clip, which Stewart says has a scoop to measure the appropriate amount of food for each meal and then doubles as a clip to keep the bag securely shut. The Pet Fetch Toy Tennis Ball is a low bounce fetch tennis ball that comes in nine colors and is printed in child- and pet-safe inks. Stewart notes it is perfect for outdoor events, groomers, pet rescues, fundraisers, and more. Finally, Puppy Bag dispensers come with a matching plastic clip that attaches easily to a leash or belt for easy refill.
It is no surprise that it is all about the bandannas at Bandanna Promotions by Caro-Line. Thackston reports that pet triangles, custom paisley bandannas, event-theme screen printed bandannas, and digital full-color bandannas are hot ticket items. Bandannas are also “top dog” at Promopet, in addition to other pet apparel, travel items, toys, and dispensers.
Bay State/Americanna’s Moore believes that pet products are a great way for a company to get its name and business out there. “Most people have a dog or animal that they will use our products for,” he states.
Southern Plus’s website allows distributors to upload a logo on the company’s homepage and click on the “Pets” theme and send a customizable flyer in less than a minute, Grethe elaborates, which allows the distributor to perfectly brand each item.
Pritchard at Promopet advises to engage clients on a personal level. “Do your favorite customers have pets?” she questions. “Sixty-eight percent of U.S. households do, so it’s likely they do too! Get them talking about their four-legged friends. Let them know pet-related promotions can draw on that same emotional connection between their brand and their customers no matter what industry they’re in—it’s all about creating a personal connection.”
Consider community events and sponsorships, Pritchard continues. “Local organizations and events need to drum up interest in their area. What better way to do that than by putting their brand on an adorable dog or cat? Events targeting pets and pet parents are popping up left and right. They should be selling event merchandise for humans and pets alike. Also target local companies and encourage them to give away pet merch with their name on it—it’s great exposure!”
Finally, Pritchard recommends tracking down unique retail opportunities. “Any business that sells branded merchandise or souvenirs is a great choice for pet promos: think car dealerships, restaurants, breweries, gift shops, and more” she concludes. “Customers who love their merch are sure to buy gifts for their pets, too! Suggest they use bandanas, collars, leashes, or pet T-shirts as their promotions, and their brand will be walking and tail-wagging all over town! These items are great for building goodwill and make great conversation starters.”