ClickZ Pet Products Newsletter - 10.24.2024

PLUS: Adventurer Ben Fogle promotes Tractive's DOG 6 tracker

Author

Priscilla Soedarpo
October 24, 2024 • Estimated Reading Time: 7 minutes

Leading Voices 📣

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

@tiktokforbusiness

"We help our clients understand the relationship between TikTok, and a channel like organic or direct search to piece together how the fun... See more

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND.

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Pawsome Bites 🍪

Paleo Ridge

Paleo Ridge, a prominent name in the raw dog food industry, has strategically expanded its Classic range by introducing two innovative boneless meals. These new offerings, available in Beef and Lamb recipes, are crafted exclusively from high-welfare British meat and offal. This development marks a significant step forward in addressing the dietary needs of pets, particularly those recovering from surgery or dealing with specific medical conditions. By eliminating bone content, Paleo Ridge not only caters to these specialized needs but also appeals to pet owners who prefer preparing meals for their dogs themselves.

The introduction of these boneless meals reflects a broader trend in the pet food industry towards more tailored and ethical nutrition solutions. Paleo Ridge's commitment to using high-welfare British meat underscores a growing consumer demand for transparency and ethical sourcing in pet food production. This move is not merely a response to market trends but a proactive step in setting new standards for quality and care in pet nutrition.

CEO Tyler Daly expressed enthusiasm about the launch, emphasizing the company's dedication to providing natural feeding options. The Classic Boneless Beef and Lamb meals are priced at 5.20 and 5.60 per pack, respectively, positioning them as premium yet accessible choices for discerning pet owners. This expansion not only enhances Paleo Ridge's product portfolio but also reinforces its reputation as a leader in innovative pet nutrition solutions.

Tractive

Tractive has appointed adventurer Ben Fogle as its UK Brand Ambassador. Fogle will feature in ads promoting the new DOG 6 tracker, which monitors pet health and behavior. This collaboration aims to inspire UK pet owners to prioritize their pets' well-being, aligning with Fogle's passion for animal welfare.

Pet Food Experts (PFX) appoints Greg Cyr as CEO, succeeding Michael Baker, who becomes vice chair. Cyr, with 25 years in the pet industry, aims to drive PFX's growth and innovation. Baker's leadership built a strong foundation, and Cyr plans to continue delivering exceptional value to partners.

John A. Van Den Bosch Co. partners with Bass Brushes to enhance their product range with premium pet grooming tools. This collaboration emphasizes quality and innovation, offering customers environmentally friendly, stylish Bamboo brushes. Both companies share a commitment to excellence, ensuring access to top-tier grooming products for pet owners.

Phillips Pet Food & Supplies has promoted Nick Christensen to president and Jessica Morris to chief sales and marketing officer. Christensen will oversee operations, while Morris will lead sales and marketing. These promotions reflect the company's commitment to growth and excellence in providing quality products and services to pet retailers.

Insight of the Week 👑 

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods.

Read the full interview to learn more about Seraphine’s approach!

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

ClickZ is a Contentive publication in the DTC Ecommerce division