Our discussion last week about the differences between “marketing” and “sales” came to mind as I was reading “Imagining Consumers” and, of all times, during a visit my wife and I paid to PetSmart on Saturday to get some food and other supplies for the two dogs we recently adopted. While there is no mention of pets in Imagining Consumers, our discussion last week left me thinking the folks at PetSmart have done a great job knowing their customers - and in many ways have capitalized on a whole new breed of consumer - the obsessed pet owner.
We planned to adopt one older dog, and ended up with two very energetic yearlings – sibling Bassett Hounds we christened “Molly” – because my wife picked the name – and “Beauregard” because, as you may know, it’s a law that all hounds not named “Flash,” “Lightning,” or “Trigger,” must be named after Confederate Generals. But this really isn’t about the pups, as cute as they are. It’s about the power of marketing – and how marketers can readily take advantage of people’s emotions to create a booming market where there once had been a stagnant, albeit stable, one.
We went into PetSmart and were amazed at the sales and marketing going on. We were, of course, allowed to bring the dogs into the store – fun for them but at first I wasn’t sure it was a wise move on PetSmart’s part since I was so busy keeping those two weasels in check that I ignored the designer dog beds. After all, what dog doesn’t need a $500 bed? The reason why pets are allowed in the store would become evident shortly.
Set up in the center aisle of the store we encountered a pet food company sales representative – an old fashioned huckster who had set up a table with little cups of a special dog food (Blue Buffalo, I think it’s called) and was ready with a sales pitch. “What are your dog’s names?” “What is their favorite food?” I couldn’t lie, so I told her – “Pizza.” We don’t give them pizza, but as anyone who has ever owned a dog knows “Food is fair game” and sometimes the pizza doesn't move fast enough.
She must have thought I was serious since she launched into her selling points – it’s all organic, includes berries and grains as well as freeze-dried pieces of real lamb and prime beef – no “fillers” or “additives.” (or, apparently, pepperoni). She eyed the two dogs, saw they were young, and immediately went into a detailed description of how this food is key to developing healthy teeth, strong bones, and will even make their breath smell better. My wife told him how we’d been feeding them rice and plain ground beef. “This food is even better – there are many nutrients unique to dogs they’re not getting with food you make yourself.” That seemed like a strange claim – some days all I get is beef and rice. More to the point, what special ingredients do dogs need that are so unique? And do they need designer dog food to get it? After all, I had a dog that lived to be more than 16 and all he ever ate was table scraps – he also slept on the porch on an old blanket – maybe he’d have reached legal drinking age if he’d had one of those fancy temperature controlled beds?
But Chris decides to let Molly and Beauregard try a sample. Mind you, these two are dogs . . . which means they eat anything and afterward, and only then, decide if it was good idea or not.
“They really love it!” the sales rep exclaimed. Logic wasn’t going to win the day – so a very expensive bag of very good dog food (apparently, I haven’t tried it so can’t confirm one way or the other) went into the cart.
If you haven’t been into a large pet store lately I recommend you visit one – for the sheer fun of looking at the assortment of stuff that people will apparently buy for dogs and cats. Two aisles of dog treats – all promising great taste, healthy teeth and gums, etc . . . There’s even food for vegetarian dogs and cats. Really, it’s food for the vegetarian people to not feel guilty about feeding Bessy the Cow’s innards to their best friend. Believe me, the dogs or cats aren’t feeling guilty about eating other animals. I couldn’t help but think the same people buying the vegetarian dog food are also signing up in droves for “pet health insurance.”
I haven’t bought any yet – I’m waiting for the public option.
Venturing down the dog biscuit aisle it became obvious why PetSmart is willing to risk having people bring their pets into the store. It reminded me of the marketing tricks in the cereal aisle at the grocery store. The colorful packaging on the kid’s cereal is placed at eye level for a four year old. Pet foods have the same colorful packaging, obviously not designed to appeal to the pets (they never have any money) but to the people. Although I saw one lady showing two boxes to her dog and asking it which one he’d like better . . . one was vegetable flavor, the other bacon – guess which one he chose? “Free samples” were available – in an effort to “Let them, according to my wife, “pick a special treat they really like.” She was getting a little too into this. By the way, the two dogs weren’t much help since they loved everything they tried. After all, they are dogs.
Lest you think this is all puppy chow, there's real money to be made here. The pet industry is truly a growth business, and the U.S. pet industry has surpassed the toy ($21 billion) and candy ($25 billion) industries to rapidly become close to a $40 billion per year. Pets can now be found in more U.S. homes than ever before (62%) – and Americans spend more money ($9 billion) on Fido and Fluffy's food than they do on their baby food for human babies ($6 billion).
Pet supplies of all types are a growing market – and marketers are having a field day taking advantage of the human characteristics people assign to animals. Day care for dogs can cost as much, if not more, than hiring a nanny to watch your kids. Doggie Day Care is not a kennel – although “luxury kennel suites” are now commonplace for those out of town trips, complete with televisions. No, doggies – or more specifically their two-legged “parents” can now purchase day care that includes organized “individual play time,” nap time in individual crates, and various organized games like group fetch. I kid you not. Nothing similar for cats – proving once again how superior dogs are . . .
Don’t get me wrong. I love my dogs. I don’t abuse them and won’t tolerate anyone abusing an innocent animal. But this whole pet industry thing is an example of marketing run amuck. And of manufacturers and retailers actively imagining a consumer and then creating products designed to appeal to those consumers. Dogs have survived with humans for millions of years on clean water, some leftover food, and a chance to curl up in front of the fire and sit with us. Suddenly, the need for high-tech medicines, health insurance, gourmet foods, day care, and an endless variety of junk food for dogs are available. Are these really good for the animals or simply a way to profit from pet owners guilt at leaving the animal home alone? Simple fact is you have to leave the dog alone – it’s the only way you can work enough hours to afford all the stuff and services the marketers have decided you need – and keep those large box pet super stores in kibbles.