Reaching Women

If Flipper were human, he would’ve been a good ol’ southern gentleman with a warm drawl and a belt buckle the size of Texas. He had a butt like a beanbag and after he became deaf and partially blind, he’d do a circus act in the presence of an offered treat – sitting, standing, rolling over and shaking a paw, so eager to please but unable to gauge if his efforts were successful. As a tribute to my beloved Flipper – a 16-year-old beagle terrier mix who recently died (I cried a river) – I’m focusing the next two issues on pets.

According to Hartz’s May 2005 Human-Animal Bond survey, 31% of women say they spend more time with their pet than their spouse or significant other, versus 15% of men. The survey also found that 16% of women (and only 6% of men) would dump a boyfriend or girlfriend who their pet didn’t like. Finally, the American Veterinary Medical Association found that 53.8% of all US households own at least one pet and 46.9% of those owners consider their pets full-fledged family members.

From couture clothing to travel and photo shoots, it seems we’re all getting a little nuttier for our furry companions. Here are just some of the social and cultural forces at work behind this growing animal obsession.

We’ve all seen celebrities prancing around with tiny dogs in tutus, or read an In Style magazine spread featuring actors and their four-legged companions. We know that Jake Gyllenhaal loves to take his dog, Atticus, for long walks and Oprah doesn’t go anywhere without Sophie and Solomon, her American Cocker Spaniels. Pets are an increasingly important part of the family, and giving them treats, services or special gifts is a fun way to celebrate one of our least complicated relationships.

The American Pet Product Manufacturers Association reports that Americans spent $34.4 billion on their pets in 2004 and peg 2005 expenditures at $35.9 billion. And here’s another stat that blew me away: There are more pets than people in the U.S. – 377.8 million pets versus 290 million people. However you break it down, that’s a lot of rubber chew toys, custom-made carriers and kitty massages.

The unconditional love has always been a factor. Flipper didn’t care if I had wild hair, funny clothes or a nasty cold. But when the world can seem increasingly dangerous and unpredictable, pets offer a sense of safety, warmth and love.

Pets smooth our life stages and transitions
Whether you’re single, newly divorced, widowed or facing an empty nest, pets are an incredible source of companionship in difficult or lonely times. They can also provide continuity when life is turbulent. Work may be crazy, but Bailey the basset hound still howls in delight when you walk through the front door and flips over for a tummy scratch.

Pets are becoming preferred travel companions
The Travel Industry Association reports that 29 million Americans (14% of all animal owners) travel with their pets – a number that is quickly rising. When you’re used to the companionship of a certain furry friend, it can be difficult (for both kitty and owner) to put her in a kennel for two weeks.

If all this pet pampering seems like a temporary trend, think about how baby and children’s products have changed in the last 5-10 years. Kids clothes have gone from hand-me-downs to luxury labels, and there’s been a massive influx of programs, toys and innovations for children. This industry provides the perfect crystal ball to help predict where pet products and services are heading.

Even if your brand has nothing to do with pets, you can still to tap into people’s deep love for their animals. This is not a matter of exploiting a special relationship, but saying to customers (especially women pet owners), "I get you." Demonstrating respect and a fun sense of humor around pet ownership can be a great way to differentiate your brand. Here’s how:

1. Feature pets in your ads and messages
Catch a pet lover’s eye with focused storylines and brand messages that go beyond cute animal photos or images. Instead, use messages that will resonate with pet owners, such as companionship in times of need, unconditional love and acceptance, fun and playtime, pets with children or seniors, and other storylines that clearly fit with your brand, products and services.

2. Imagine where your products intersect with pets
Custom-designed pet showers are among the hottest new features in high-end home construction. In the past year alone, Florida-based McGarvey Custom Homes has built 21 showers, including a model with travertine tiled walls, a tumbled-stone floor and a tiled lip that keeps water in the stall. London Bay Homes, another builder in Naples, Florida, offers pet showers with 9-foot ceilings. The cost? A cool $4,000. Out of 20 custom homes built in the past year, 12 London Bay clients have opted to include a pet shower. Pets and the building industry may seem like a strange match, but the showers eliminate the hassle (and cost) of taking your dogs for professional grooming.

3. Create brand extensions for pets
If a pet owner loves the Harley Davidson brand, it’s a safe bet that she’d go wild over a mini Harley jacket for her Chihuahua. Same story for Prada dog carriers, a Gucci cat collar or a Burberry puppy coat. Think about how you can extend your brand to help pet owners pamper, dress and spoil their animals.

4. Facilitate social encounters around pets
Have you ever watched the social dynamics at a dog park or off-leash beach? The owners inevitably gather in a circle, comparing notes on Fifi or Jack, sipping coffee and beaming like proud parents. Pets facilitate strong social connections and any opportunity to hook up like-minded pet owners will generate significant goodwill toward your brand.

For example, at Date My Pet online, pet owners can hook up with fellow animal lovers for dating, friendship or even just a dog park companion. Robert Yau and his dog, Hershey, created the site in 2004 as a "meeting place for the pet lovers’ community," which includes adults of all ages, religions and backgrounds with a soft spot for animals. Sounds a little like the recent John Cusack / Diane Lane film, Must Love Dogs.

I also have a friend who frequents the "Doggy Meet-and-Greet" Sunday afternoons at a fun restaurant in her neighborhood. Talk about a great way to attract customers for snacks, drinks and socializing during a typically slow time for the business.

Tune in next month when we look at how Kimpton Hotels (an outstanding chain of upscale boutique properties) is catering to pet lovers with innovative programs, products and packages.

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I sat down recently with top executives from a major cell phone manufacturer to explore their best opportunities to reach women. They were surprised to discover that the most important recommendations from a "marketing to women" consultant were so unfeminine – so much less "woman-y" than they were expecting. Were these just great ideas or were we really targeting women?

I encourage you to remember that transparent marketing requires the highest impact changes that would make your brand more compelling to women, without necessarily creating "for women" products and programs. Using this transparent lens, your team will find a whole new world of relevant and creative strategies. Clear the pink fog, stop trying to tell her she has "unique needs," and focus on making her life easier, reflecting that you "get her" (quirks and all), and making her laugh.

Now take off early and go rollerblade in the park (bring your pooch, too). Only a few more weeks of summer left. Drink it up!

Sincerely,