Here’s yet another article about marketing to Millennials.
You already know they use social media. An article from the Wall Street Journal shows that Millennials spend almost 8 hours a day using social media. What you may not know is that one of the biggest mistakes in marketing is lumping Millennials into one big category. According to research by Curalate, there are 14 distinct Millennial personas. There’s a Millennial called “The Boss Babe.” She probably has a dog. So does “the Quarter-Life Crisis,” because pets make everything better.
Millennials' Involvement in the Growing Pet Industry
Millennials are becoming the largest group of consumers, as Baby Boomers are passing the torch of spending power. It is estimated that in 2015, people spent $58 billion in the pet industry. Of that, $11 billion was spent by Millennials.
While veterinarians are concerned about a decline in pet ownership, data collected from the 2016 Changing Pet Ownership Study by Trone Research + Consulting and Brakke Consulting says otherwise. 77% of Millennials who are currently pet owners plan on remaining pet owners, and a little more than half (56%) of those who are not pet owners say they “will have a dog or cat in the future.” In other words, as a pet product brand, you better start marketing towards Millennials because they’re going to be your biggest consumers.
Millennials' Spending and Splurging Habits
Millennials spend more on pet products and services than any other generation and 68% of Millennials indicated that they read the nutrition labels on pet treats and foods. Their category spending is more overall but also more diversified. This generation is spending on typical services, medications, food and treats, but are also attracted to natural and/or holistic options. According to research by Nielsen, 73% of Millennials are willing to splurge on a product if the company shows that they are doing more than just creating products by giving back to the community in some way.
The Search for Online Pet Healthcare Information
Pet owning Millennials don’t just use social networking platforms like Facebook, Instagram and Twitter for entertainment or to show off their furry friends, but also as resources for information on pet care. Our research indicates that more than half (55%) of Millennials use general web searches like Google, 26% use Facebook, and 19% use Twitter in order to find information on animal health. DVM360 shows that pet owners are using the internet to look up answers to their curiosities, like why their pets eat grass to more serious issues like possible signs of infection.
Maximize Your Presence on Social Media
So you know your business should be using Google, Facebook, Twitter, Instagram, Reddit, Tumblr, Pinterest… the list goes on and on. Everyone’s doing it, but do you know how to do it effectively? Do you know what types of posts Millennials find funny or engaging, and what posts turn them away? We do. We know that the “Boss Babe” is attracted to companies promoting images of healthy lifestyles and relaxation, and is probably taking her pup on a run before work. We also know that the “Quarter-Life Crisis” values companies that understand we all have our guilty pleasures and is most certainly embracing the fact that his cat is his current best friend. Contact us to learn more about how these definitive differences can help you reach them whether you want their awareness, engagement, loyalty or immediate purchase.
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Veterinarians discuss medications and health-related services with clients every day, but they’re not always as confident about recommending pet foods, treats and supplements, especially if they don’t carry the product in-clinic. In fact, many veterinarians are actually worried that endorsing a product they don’t carry will hurt their bottom line or take valuable visit time that should be used to discuss something more important.
Many veterinarians have expressed concern about pet owners using the internet to seek advice about pet healthcare rather than visiting a veterinarian for an examination of their pet by a professional. Veterinarians fear that pet owners may even reduce their visits to the clinic due to the abundance of information readily available online. These concerns are understandable. But need veterinarians fret?
If you play a role in marketing today you’ve likely heard the attention span of the average human has shrunk to only eight seconds. Last year, the New York Times published a story that stated our attention span is now shorter than that of a goldfish. Since we are exposed to seemingly endless choices and messages every moment of every day, it’s no wonder our ability to focus has decreased. As a result, marketers are constantly seeking new ways to effectively reach out to their audience and gain their attention.
