Many pet owners think of their furry or feathered friends as members of the family. Humans use CBD for a number of different reasons including better sleep, pain relief, less anxiousness, and more. The cannabinoids that make our human lives better can do the same thing for animals, which is why CBD for pets has so much potential.
If you are just entering the industry or considering a re-brand for your existing business you may be wondering how to market a pet CBD company. There are a lot of things to take into consideration, so we’re going to walk you through the basics:
Why Pet CBD Products Make Sense
The pet industry is experiencing exponential growth for several reasons. Among those reasons, many people opted to spend the 2020 COVID-19 quarantine days with a new furry friend, which means there are countless new pet owners to market over the last few years.
In addition, a lot of retail and eating establishments have found ways to become “pet friendly” making it easier to actually treat your fur baby like a family member.
Another thing to consider is the growing research surrounding the benefits of service and emotional support animals.
Here are some interesting statistics that should make you excited about learning how to market a pet CBD company:
- Americans spend $103.6 billion on pet products per year (APPA)
- Around one-third of pet owners have purchased a CBD product for their pets (American Kennel Club)
- 70% of U.S. homes have a pet (APPA)
- The pet industry is expected to reach $358.62 billion by 2027 (Globe Newswire)
- Pet owners spend approximately $31.4 billion per year on their pets’ health (Supermarket News)
- 95% of owners consider their pet to be a family member (DoggieUK9)
- Pet industry spending has increased 115% since 2011 (APPA)
- 30.1% of all pet product sales come from eCommerce companies (Emarketer)
How to Market a Pet CBD Company
There are several things to take into consideration when determining how to market a pet CBD company. The first thing is to ensure that you have a quality product with effective and clear dosing. Third-party testing has become an industry standard that should also be considered for any cannabis business.
Here are some other key elements of marketing a pet CBD company:
“Pet owners” is a very general demographic and it is worth doing the extra work to narrow down your target audience. Some factors may include the type of pet, pet age, wellness concern, owner gender, annual earnings, and geographic location. This information will inform other parts of your pet CBD brand.
Pet CBD products have been around for a while now, so there is some level of competition. The look and feel of your brand is going to be the first thing potential consumers are drawn to. Does your brand stand out on the shelf? Your packaging size and style, color pallet, fonts, and images help drive in-store product placement and online ad clicks.
It is important to determine the voice of your brand. How you speak to your customers will help determine how they interact with you and the type of demographics you attract. Is your brand voice funny? Informative? Distinguished? Casual?
Once you determine your voice it is important to stick to that style of communication. This promotes consistency that your customers can rely on.
If you are new to consumer goods, labeling requirements are a funny thing. Not only are ingredients important, other considerations include disclaimers and even font size. Some states have very specific requirements when it comes to language. What is perfectly acceptable in Utah may not be permitted on shelves in Louisiana. Make sure to thoroughly research your intended markets before printing your product labels.
According to the American Kennel Club, 86% of pet owners shop for their pets online. Failing to establish an online presence would be a huge disservice to your brand. Unlike cannabis companies that sell marijuana, CBD companies can sell products online and ship directly across all 50 states. Your e-commerce strategy should prioritize a user-friendly, mobile-optimized website.
There are a lot of customer acquisition and retention efforts that can be digitally focused such as search engine optimization (SEO), email marketing campaigns, ad retargeting, loyalty programs, affiliate marketing, and more.
Pets are pretty straightforward about their feelings. If a product works, the pet will likely show signs of improvement, such as:
- Less restlessness
- Improved mobility
- Decreased separation anxiety
- Easier training
- And so on!
Besides, if there’s one thing pet parents are passionate about, it’s about products that really make a difference in their pets’ lives. Therefore, nothing is better than word-of-mouth and strategically placed product testimonials.
Unlike many other products, CBD is not federally regulated. That means that the U.S. Food and Drug Administration (FDA) will not allow CBD companies to make statements regarding its use for medical conditions. For example, “anxiety” is a medical condition, and “stress” is not. This is a very fine line.
As a hard and fast rule; if you can treat it with a pill, it is a medical condition and you can’t say that CBD helps with that condition. It can’t even be in testimonies that you host on your website or social media. A violation will result in a public warning letter from the FDA.
Because it is still considered cannabis, there are some advertising platforms that will not allow ads for pet CBD. Additionally, veterinary medicine is much more stringent than human medicine. For this reason, many states do not allow licensed veterinarians to speak about or recommend CBD products for their patients.
This can get confusing, but it is doable with a little help.
How We Can Help Your Pet CBD Business Grow
The award-winning, full-service marketing team at Cannabis Creative has decades of experience helping brands grow and flourish in ever-changing markets. Whether you are a new pet CBD start-up, or an established company looking to re-brand or gain market share, we can guide you with thoughtful, research-driven strategies and custom approaches to growing your business.
Learn more about the services we provide.