Lucky Paws- 2010 Best New Pet Treat at the Global Pet Expo- 1st Organic Microwavable Pet Treat Marketing Plan and Influencer Marketing Project

1. Galia Hyun, Matt Pedroza,
Amanda Kistner and Tim Larsen

2. BACKGROUND
Founded in January 2009 by Melinda Kirk
-Manufactured & marketed the 1st ever Microwavable Organic Pet Treat
-Launched PupCakes 2 Go in March 2010
-Relaunched as PetCakes in October 2010
-Won “1st Place – Best New Product” at the Global Pet Expo 2010

3. COMPETITION

4. STRATEGIC OPPORTUNITIES
“Fast, Fun, Fresh”
“Smell the Freshness, Taste the Difference”

5. STRATEGIC ISSUES
The cost for a kit is $1.94
-Pans come out of Wisconsin
-Flour purchased Cincinnati
-Blended/bagged in Lexington
-Then shipped back to Cincinnati
-Fulfillment & Box company in BlueAsh
“The treat all pets eat
and swarm cuz it’s
warm”

6. STRATEGIC
ISSUES/OPPORTUNITIES
“The treat all pets eat
and swarm cuz it’s
warm”

7. TOWS ANALYSIS
“The treat all pets eat
and swarm cuz it’s
warm”

8. STATS
Entire Population
“The treat all pets eat
and swarm cuz it’s
warm”

9. STATS
AGES 36-45
• 35.5% pretty health conscious about their pets
• 32.3% considered purchasing organic treats
• 61.3% purchase treats montly, only 16% purchase weekly
• 33% important for pets to be healthy
• 30% very important for pets to be healthy
• 96.7% consider pets part of their family
• Willing to spend $4-6$ on treats 50%
• Willing to spend $7-$9 on treats 28.6%
“The treat all pets eat
and swarm cuz it’s
warm”

10. STATS
AGES 56+
43.8% Pretty Health Conscious about their pets
43.8% have considered purchasing organic treats
43.8% buy pet treats weekly
46.7% feel it is important for pets to be healthy
100% consider pets part of the family
53% willing to spend $4-$6 on pet treats
20% willing to spend $7-$9
“The treat all pets eat
and swarm cuz it’s
warm”

11. POSITIONING STATEMENT
Executable
Sustainable
Attainable
Believable
“The treat all pets eat
and swarm cuz it’s
warm”

12. POSITIONING STATEMENT
“The treat all pets eat
and swarm cuz it’s
warm”

13. DEFINITIONS
“The treat all pets eat
and swarm cuz it’s
warm”

14. INFLUENCER TARGETS
“The rise of social media has made online word of mouth a top goal for marketers. It's led some marketers to embark on
programs that give products, services or travel to bloggers in exchange for posts about their experiences.”
- Adweek, March 2nd 2009
“The treat all pets eat
and swarm cuz it’s
warm”

15. INFLUENCERS NEED TO BE…
Knowledgeable
Compassionate
Confident
Objective
Dedicated
“The treat all pets eat
and swarm cuz it’s
Be interesting warm”
Make it easy
Make people happy
Earn trust and respect

16. INFLUENCERS NEED TO BE
like…
Debba Haupert Sandy Jenney
• organizewithsandy.com
• founder of girlfriendology.com
• 15,000 Twitter followers • 4,600 Twitter followers
• ranked #1 for Twitter in Cincinnati • 750 Facebook friends
• 4,365 unique site visitors • 5,200 unique site visitors
64,283 impressions via 50 tweets
Stephanie Smirnov
Kim Janocko
• ssmirnov.wordpress.com
• craftymamaof4.com
• President of DeVries Public Relations
• 4,100 Twitter followers
• 2,200 Twitter followers
• 6,000 unique site visitors
“The treat all pets eat
and swarm cuz it’s
warm”
49,158 impressions via 50 tweets

17. Influential
Connectors – networkers, talk to lots of people
Mavens – knowledgeable, and share their knowledge
Salesmen – charismatic persuaders
“The treat all pets eat
and swarm cuz it’s
warm”

18. TRUST
“The treat all pets eat
and swarm cuz it’s
warm”

19. MARKETING
STRATEGIES/OBJECTIVES/TAC
TICS
• Increase website traffic
• Increase traffic conversion to sales
• Understand who our buyers/visitors are
• Investigate non-traditional markets such as vet clinics, hotels,
animal shelters, etc.
“The treat all pets eat
and swarm cuz it’s
warm”

20. MARKETING
STRATEGIES/OBJECTIVES/TAC
TICS
Phase 1:
Drive traffic
Build brand awareness
Drive trial/registration
Phase 2:
Drive loyalty/engagement
Drive referrals
“The treat all pets eat
TRIALS
and swarm cuz it’s
REPEAT PURCHASES warm”
LOYALTY

21. MARKETING
STRATEGIES/OBJECTIVES/TAC
TICS
“The treat all pets eat
and swarm cuz it’s
warm”

22. Influencer
“The treat all pets eat
and swarm cuz it’s
warm”

23. groundswell
“The treat all pets eat
and swarm cuz it’s
warm”
People
Technology
Economics

24. “The treat all pets eat
and swarm cuz it’s
warm”

25. The Social Technographics ™ Ladder
Publish a blog
Publish your own Web pages
Creators Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Critics Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Collectors Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social
Joiners networking site
Visit social networking sites
Read blogs
Watch video from other users “The treat all pets eat
Spectators Listen to podcasts and swarm cuz it’s
Read online forums
Read customer ratings/reviews warm”
Inactives None of the above
Groups include people participating in at least
one of the activities monthly.

26. The four-step approach to the
groundswell
People
Assess your customers’ social activities
Objectives
Decide what you want to accomplish
Strategy
Plan for how relationships with customers will change
Technology
Decide which social technologies to use
“The treat all pets eat
and swarm cuz it’s
warm”
POST

27. CALENDAR
“The treat all pets eat
and swarm cuz it’s
warm”

28. • www.petzume.com
“The treat all pets eat
and swarm cuz it’s
warm”

29. Budget
“The treat all pets eat
and swarm cuz it’s
warm”

30. Lucky Paws MP Process
TOWS Analysis
Positioning
Research Insights Messages Tactics
Statement
Launch Analyze Optimize
“The treat all pets eat
and swarm cuz it’s
warm”

31. Target Audience & Influencers
Influencers Pet Owners
Secondary
Influencers & Consideration
Media Channels
“The treat all pets eat
and swarm cuz it’s
Specific subset of pet Purchasers warm”
owners

32. QUESTIONS?