PET WANTS
From Stale to Fresh: Revitalizing Pet Wants Franchise Market Position and Digital Presence
Overview
Pet Wants, a pet food franchise, is one of the fastest growing in America, boasting over 100 locations. Its success underscores the demand for premium, fresh pet food, free of animal by-products and non-nutritious fillers. Unlike traditional pet food that may sit in warehouses or on store shelves for months, Pet Wants offers pet owners a fresh alternative.
“Record growth: 25 percent year-over-year revenue increase, officials reported in late February of 2020. ”
From Social Existence to Social Distance
Pet Wants traditionally engaged customers face-to-face at events like Home Shows, Street Fairs, and Farmers Markets. To reduce its reliance on these in-person events, Pet Wants enlisted Foster Marketing to enhance its digital and social media presence. Leveraging its expertise in growth marketing and brand development, Foster Marketing devised a strategy that included targeted social media campaigns, tailored content for digital platforms, and website optimization to drive lead generation and conversion.
Just as the strategy was being developed, the Covid-19 pandemic struck, necessitating an immediate shift to digital. Applying its seasoned experience in Franchise Marketing and local B2C engagement, Foster Marketing quickly pivoted, repositioning Pet Wants as a digital brand with endless virtual opportunities.
A Paw-sitive Transformation in the Pet Food Industry
Despite facing stiff competition from larger pet food brands, Pet Wants aimed to establish itself as a key player in the market. In 2020, Foster Marketing helped Pet Wants to transform its brand identity and marketing strategies to achieve a stronger market presence and revenue growth during challenging times.
“I’m so proud to see the way Pet Wants was able to grow throughout the pandemic showing just how sound an investment this franchise can be.”
Foster Marketing focused on Pet Wants' core strength of providing superior nutrition through slow-cooked, small-batch production. This approach differentiated Pet Wants from other brands, positioning it as a valuable nutritional supplement and choice for pet owners seeking fresh pet food. Additionally, for pet owners valuing premium kibble, Foster Marketing advocated a direct engagement strategy highlighting the Pet Wants difference.
Navigating the Pandemic Landscape, Brand Marketing Reinvention, and Hyperlocal Prowess:
Our strategy required a dual focus: repositioning the brand to attract consumers seeking fresh pet food alternatives and navigating the challenges brought on by the COVID-19 pandemic.
Repositioning the Brand:
A visual and messaging rebrand emphasized freshness and quality, appealing to consumers seeking healthier pet food options.
Digital Transition:
Guided Pet Wants in transitioning to a dynamic digital landscape, connecting with customers through online platforms and social media.
Pandemic-Responsive Strategy:
Adapted Pet Wants' marketing strategy to focus on pet health, safety, and convenience.
Hyperlocal PPC and Social Strategy:
Deployed a hyperlocal PPC and social strategy to maximize reach and relevance, enhancing engagement and conversions.
“[Foster] worked for Pet Wants on a contract basis and did a phenomenal job. The original scope of work was to develop our long term strategic plan but when the pandemic hit in March, 2020 I had to add to her original scope of work and ask her to roll out a new digital marketing program right away. She rolled up her sleeves and got the job done.”
Results and Successes
Foster Marketing's partnership with Pet Wants Franchise led to a remarkable transformation, repositioning the brand, adapting it to the pandemic landscape, and revolutionizing its marketing approach. By embracing a fresh brand identity, transitioning to digital platforms, and deploying a hyperlocal strategy, Pet Wants achieved exceptional outcomes, positioning them for continued success in the dynamic pet food market.
Revenue Increase:
Achieved record growth in 2020, with a 25 percent year-over-year increase in revenue.
Customer Satisfaction and Growth:
Fostered customer trust and attracted new clients during uncertain times.
Improved Marketing Effectiveness:
Achieved higher engagement and conversion rates through hyperlocal targeting.
Improved Brand Loyalty and Consumer Engagement:
Increased interest and loyalty among pet owners seeking fresh and premium pet food options.
Expansion and Growth:
Added 22 new franchises to the network.
The Approach:
Repositioned brand to appeal to consumers seeking fresh pet food options.
Seamlessly adapted to the pandemic, ensuring continued engagement and increasing its brand visibility
Employed innovative hyperlocal marketing tactics to expand Pet Wants' market reach.