National Pet Month

April is National Pet Month which aims to raise awareness of responsible pet ownership.  It’s an issue that’s close to our hearts: not only do we specialise in marketing and PR solutions for the pet sector, but all of Tillymint’s team are devoted pet owners which gives us first-hand knowledge of what it takes to be a pet pawrent, alongside an understanding of the industry and its many different segments.

The pet industry is a growth market internationally and within the UK. Categorised across food, veterinary, grooming and accessories (food and veterinary taking the lion’s share), our love of animals in the UK is expected to see the value of the pet products and services market reach £2.1 billion by 2023 — a 25% increase from an estimated £1.7 billion a couple of years ago.

This is hardly surprising given that around 50% of the nation’s households own a dog and/or cat, equating to between 22 and 24 million dogs and  cats in the UK. Furthermore, pet ownership has increased significantly during lockdown with more people desiring pet companionship, supported by hybrid working and more time at home. Consequently, demand for pet products has surged, aiding the post-pandemic recovery within the sector but making it a very competitive market place.

The pet sector has always been an innovative one. Every year we see new and exciting products and services enter the market – some prosper and grow. Others sadly fail. This isn’t always because they are poorly considered. The marketing mix can be complex: finding the right selling points (your differential in the market), pricing structure and routes to market are essential but perhaps most importantly, so is visibility and timing.

We have recently helped a new brand with their launch. The company has a clear marketing strategy, excellent differential and our job has been to raise its profile – through media relations, advertising, social media, promotions and celebrity endorsement. Just a few months in, it has made its mark and is swiftly becoming the market leader in its category.

Finding your perfect marketing and PR partner is all important. The basis of that relationship must include a meeting of minds, understanding of the sector, established contacts within the media and a passion for pets. As that relationship develops, trust is formed based on creativity and results.

Need some help to help your pet brand stand out from the crowd?

Contact us: info@tillymint.co.uk