DIGITAL - Pet Product Marketing: Technology, Mobile and Social Media

Marketing has been undergoing a dramatic transformation all over the world with the development of new technology and the increasing use of digital media. The marketing of pet products and services is no exception.

A new report, “Pet Product Marketing Trends in the U.S.: Technology, Mobile, and Social Media,” is now available from Packaged Facts which examines the ways pet product marketers have capitalized on new marketing tactics to engage and interact with pet owners.

The report covers a wide range of digital technologies including mobile marketing, online video, social media, interactive games, e-mail marketing, loyalty programs, content marketing and more. It also looks at the digital media usage and behaviour of pet owners, along with their psychographics relating to internet, mobile and social media. Dozens of images and examples of new technologies from pet marketers are included – from pet food and supply brands to pet retailers, medications, pet treats, veterinary services and animal shelters.

The pet marketer will find this report filled with of best practices for marketing to the pet parent.

The report also contains analysis of consumer technology usage trends and motivations, drawing primarily from two data sources. The first is national consumer survey data from Simmons. Through an ongoing program of telephone and booklet questionnaire surveys of a large probability sample of consumers who represent a statistically accurate cross-section of the U.S. adult population, Simmons is able construct detailed demographic profiles across various consumer product and service markets. The discussion of consumer patterns also draws on the Packaged Facts Pet Owner Survey, an exclusive look at pet owners across the U.S..

RETAIL - Walmart Closes 269 Stores Globally, Sharpens Retail Focus

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Today is the last day of public access for 269 Walmart stores.

Walmart announced earlier this month that it is sharpening retail focus and will close several hundred stores. The closing are expected to affect approximately 16,000 associates. About 10,000 associates are in the U.S. where 95 percent of the closed stores in the U.S. are within 10 miles of another Walmart. The hope is that these associates will be placed in nearby locations. Where that isn’t possible, the company will provide 60 days of pay and resume and interview skills training in keeping with the Walmart objective to help all associates find their next job opportunity.

Today’s action follows a thorough review of Walmart’s nearly 11,600 worldwide stores that took into account a number of factors, including financial performance as well as strategic alignment with long-term plans. In total, the impacted stores represent less than 1 percent of both global square footage and revenue.

“Actively managing our portfolio of assets is essential to maintaining a healthy business,” said Doug McMillon, president and CEO, Wal-Mart Stores, Inc. “Closing stores is never an easy decision, but it is necessary to keep the company strong and positioned for the future. It’s important to remember that we’ll open more than 300 stores around the world next year. So we are committed to growing, but we are being disciplined about it.”

Walmart will close 154 locations in the U.S., including the company’s 102 smallest format stores, Walmart Express, which had been in pilot since 2011. Walmart instead will focus on strengthening Supercenters, optimizing Neighborhood Markets, growing the e-commerce business and expanding Pickup services for customers. Also covered in the closures are 23 Neighborhood Markets, 12 Supercenters, seven stores in Puerto Rico, six discount centers, and four Sam’s Clubs.

Read the Release

Bell's 'Let's Talk' Promotion Inspires Awkward Conversations

Yesterday, Bell's 'Let's Talk' initiative continued to raise awareness and funds for mental health. The Urban Animal industry has identified Compassion Fatigue as a dilemma that needs attention.

The Howie Mandel video clip from Bell's 2015 Let's Talk program is insightful. Why is it easier to talk about a dental appointment then visiting a mental health professional?

Perhaps the rising levels of depression and suicide associated with compassion fatigue will cause a more transparent conversation for this Urban Animal dilemma.

Mental Health & Pets #BellLetsTalk

Today is the sixth annual Bell Let’s Talk Day, when everyone is encouraged to talk, text and tweet about mental health to create a stigma-free Canada. Thanks to the commitment of George Cope, Bell has committed $73,623,413.80 to Canadian mental health through Bell Let’s Talk to date.

People with pets know their companions make them feel good, and research published by the American Psychological Association supports this - showing that pets can serve as important sources of social and emotional support for “everyday people”, not just those going through significant health challenges.

“The present work presents considerable evidence that pets benefit the lives of their owners, both psychologically and physically, by serving as an important source of social support,” the researchers wrote.

Non-profit organization Dogs for Depression, formed in 2009 based on its founder’s personal experience overcoming depression, provides online information to prospective emotional support dog owners about the healing benefits a dog can offer sufferers of depression as well as practical advice about selecting and training a suitable dog.

Animal assisted therapy, dating back to the 1940's, uses trained animals to enhance an individual's physical, emotional and social well-being, thus improving self-esteem, reducing anxiety and facilitating healing.

Pets offer companionship, an unconditional love, and can reduce tension and improve mood. As #BellLetsTalk texts and tweets fly across social media today, remember to give your pet a snuggle of thanks for the mental health support they provide every day.

New Venture Funding for Smart Pet Feeders

Investors have poured $4 million in funds into Petnet Inc., a company that makes SmartFeeder for dogs and cats that weigh up to 50 pounds.

The automatic feeder, controlled by the company’s mobile iOS app, will manage feeding times and determine portion sizes based on the pet’s age, weight and activity level. The app can also be used to find an optimal food for the pet, place an order and have it delivered to the pet owner’s home.

Petnet sees the SmartFeeder as a tool to combat the problem of pet obesity in the United States, with an estimated 52.7% of dogs and 57.9% of cats in the country overweight or obese according to the Association for Pet Obesity Prevention.

The primary risks of excess weight in pets include:

• Osteoarthritis
• Insulin resistance and Type 2 Diabetes
• High blood pressure
• Heart and respiratory disease
• Kidney disease
• Reduced life span

Pet owners will also, no doubt, be attracted to the convenience of being able to feed their pets on schedule even if they are late returning home from work.

Petnet currently sells its SmartFeeder on Amazon and in Target stores, with new distribution channels imminent.

Animal-Assisted Interventions in Trauma Treatment Reduce Depression, Anxiety and Post-traumatic Stress

The Human Animal Bond Research Initiative (HABRI) Foundation published a systematic literature review on Animal-Assisted Intervention (AAI) for trauma in the journal Frontiers in Psychology. The findings demonstrated that the animals helped ease anxiety, reduce depression, and mitigate symptoms of post-traumatic stress.

                                               

Marguerite E. O’Haire, PhD, of Purdue University, collected and assessed current research from a variety of electronic databases on AAI for trauma. Participants in the studies were predominantly survivors of child abuse, followed by military veterans. The most common animals included in treatment were dogs and horses.

                                               

“We conclude that AAI may provide promise as a complementary treatment option for trauma, but that further research is essential to establish feasibility, efficacy and manualizable protocols,” said Dr. O’Haire.

                                               

The study researched current evidence that suggests animals may provide unique elements to address several PTSD symptoms. For example, people with PTSD often experience emotional numbing, yet the presence of an animal has been reported to elicit positive emotions and warmth. Animals have also been demonstrated as social facilitators that can connect people and reduce loneliness, which may assist individuals with PTSD break out of isolation and connect to the humans around them.

                                               

“Based on Dr. O’Haire’s work, HABRI has further evidence that AAI can positively affect depression, anxiety, social outcomes, sleep, child functioning and quality of life,” said HABRI Executive Director Steven Feldman. “With this important study as a roadmap, HABRI has committed funding for a study of the impact of service animals for post-September 11th war veterans and for a study on equine therapy for survivors of domestic violence.”

The HABRI Foundation maintains the world’s largest online library of human-animal bond research and information.

WellPet to Acquire Sojos

According to petfoodindustry.com, WellPet L.L.C., manufacturer of natural and pet health-focused pet foods, has acquired Sojos, a family-owned company that specializes in homemade freeze-dried pet food.

WellPet, based in Tewksbury, Massachusetts, says Sojos will continue to be based in Minneapolis, Minnesota. Introduced in 1985, Sojos pioneered the fast-growing category of raw nutrition for pets.

WellPet says there will be no changes in the day-to-day operations of either company and Sojos co-owners Ward and Maggie Johnson will help with the transition.

“Ward and Maggie Johnson have built one of the most exciting brands in raw nutrition and a first class team and manufacturing facility,” said WellPet CEO Tim Callahan. “WellPet and Sojos share a mission to transform the lives of pets by providing the very best in natural nutrition and, now, our collaboration will enable them to grow and serve more pet families while staying true to the Sojos we know and love.”

The five brands now under the WellPet umbrella are Wellness, Holistic Select, Eagle Pack, Old Mother Hubbard and Sojos.

LEADERSHIP - What happens when IBM's Watson meets the Internet of Things

For the first time in history, IBM Chairman, President and CEO, Ginni Rometty delivered the 2016 Keynote Address at CES. Why would the world's leading digital technology company be invited to present to the world's largest consumer electronics show?

Because IBM's Watson and cognitive computing is now available to 'everyone' as the line between consumer and industrial/commercial technology blurs. 

The Consumer Electronics Show needed to show the cross-over between IOT (Internet of Things) and the impending 'cognitive' wave that is developing because of IBM's decision to make 'Watson' (intelligent cognitive computing) available to the public as an internet service.

Whether athletics, health, weather, airplanes or robotics, the cognitive power of Watson is already being leveraged for 'everyone' as well as for those who intend to 'serve everyone'. Cognitive computing is expected to add value to life and life's experiences. As Rometty herself observed, "The pace of cognitive development has accelerated beyond anything we expected or experienced in the past".

If you want to see how 'cognitive' computing will change your world or wish to have a glimpse of 'Next big Thing', watch this Keynote:

RESEARCH - Banfield Examines 'The Disconnect'

Banfield Pet Hospitals have compiled their 2015 research into a new CE program for Veterinarians. 

This program is driven from their research and intends to help Veterinarians see the gap between 'vetspeak' and the way their customers think.

Visit Making Pet Care Personal to download the 2015 State of Pet Health research and see information about the Continuing Education program.

Other sectors of the Urban Animal industry can learn from this Banfield initiative. One of the largest complaints pet owners bring forward is 'an industry that doesn't speak their language'.

4th Annual National Cupcake Day

It's become an award-winning and successful fundraising event across Canada. This year, National Cupcake Day is February 29th.

Spearheaded by the BCSPCA and Ontario SPCA, the event raises funds to support homeless, abused and injured animals in Canadian humane societies and SPCAs by encouraging participants to bake cupcakes for others in exchange for a donation. 



“What I love about Cupcake Day is that it’s so easy to get involved,” says BCSPCA National Cupcake Day spokesperson and self-proclaimed bungling baker, Kristina Matisic. “Cupcakes are pretty simple to bake. Trust me, if I can pull it off, anyone can.”

Participants who register before January 31st and raise $50 will be automatically entered to win a KitchenAid Stand Mixer. Registration is free and can be accessed HERE.

National Cupcake Day 2015 took place February 23rd and included 106 participating animal welfare organizations from across the country who raised $550,000.

Dr. Ardra Cole Accepts Innovator Award

The 2015 Innovator of the Year, Dr. Ardra Cole, received the award based on her work with Elder Dog Canada.

The primary goal of Elder Dog Canada is to support and maintain the relationship between a senior human and their companion animals who, more often than not, are also seniors. It’s all about the relationship between people and dogs; particularly seniors. Breaking that down, the goal is to help seniors keep their dogs with them at home as they live independently and to maintain their (seniors and dogs) health and well-being.

The Innovation Showcase was launched in 2013 to discover innovative projects that could be replicated across the Urban Animal industry.

The 2015 IRED Scholarship Competition was made possible with grants from:

• PIJAC Canada
  
• Petsecure/Western Financial Corporation
• Kijiji Canada
• Ontario SPCA
• CDMV Inc
• Petland Superstores
  
• Canadian Veterinary Medical Association
  
  
  
  

The Challenge of Employee Engagement

How do you engage those you count on to deliver delightful client service? 

Whether you are in commerce, industry or government this question now occupies the attention of the entire management chain. The internet has provided more ways to communicate and connect then ever before. However, a gap in the emotion and experience of digital connections often seems to prevent engagement from those we count on most. 

Maslow's Hierarchy of Needs is a well known way of understanding the emotion and experience of responses. Thanks to Steve Simmonds of Vancouver Bylaw and Animal Services for sharing this post about engagement. 

Nicole Vandenakker C., Director, Human Resources & Operations, Vancouver

Individual Achievement Summit Accepted by Dr. Karen Becker

Dr. Karen Becker received the 2015 Summit Award for Individual Achievement.

From writing pet cookbooks and pet wellness newsletters, to her non-profit wildlife rehabilitation centre, lectures on nutrition and television appearances, Dr. Becker has had a profound affect on animals and their humans throughout her career. She received 48.5% of the votes from her peers in the animal industry to win the award.
 
The Individual Achievement Summit recognizes an individual who is currently active in the urban animal industry and is well regarded for their achievements to improve the experience of pets and people. Preference is shown to those who actively mentor the development of leaders and professionalism in the industry.

 

Urban Animal is grateful to Pets Plus Us for sponsoring the 2015 Summit Awards.

 

Youtube Leader Board - November 2015

The November 2015 leader 'man in the moon' from the John Lewis Partnership.

The John Lewis Partnership operates John Lewis department stores and Waitrose supermarkets. The company is owned by a trust on behalf of all its employees — known as Partners – who have a say in the running of the business and receive a share of annual profits, which is usually a significant addition to their salary. 

The group was the third largest UK private company in the Sunday Times Top Track 100 for 2010.

Learn more about John Lewis Partnership

Think with Google - Learn to improve your social media program.

PetLynx Moves to Sell HomeSafe™

World’s best/only automated RTO service HomeSafe™ is ready for Prime Time

PetLynx Corporation says it is putting HomeSafe™ Canada’s largest and fastest growing Return to Owner (RTO) service up for merger or sale.

Since 2009, PetLynx has invested 9 million $CAN to build and commercialize the world’s Best/Only automated RTO service for urban municipalities. The system now supports 1.02 million Active Residual Subscribers (ARS) and returns pets home in more than 340 Canadian municipalities. As PetLynx begins to look south, management acknowledges success in the US market will require sufficient resources and/or a partner that adds operational strength to PetLynx.

Over the past eight years, PetLynx has developed a global Digital Channel and Gathered Subscribers with the lowest cost of acquisition in the industry. HomeSafe™ delivers irrefutable evidence for creating a trusted ‘ecosystem’ by Growing Digital Services. HomeSafe™ is clearly the lowest cost service provider in North America. As the lowest cost service provider, HomeSafe™ has a competitive advantage during emergence and the ability to drive substantial profits as the play matures.

“Management has met with professionals that are expert in mergers, acquisitions and auctions,” said Thomas R. Trifaux, PetLynx Board Chair. “I am confident we will soon contract with an organization that can extract value for an emerging play like HomeSafe™. Our intent is to deliver good value to our shareholders while we resource and enhance service offerings for our HomeSafe™ subscribers.”

According to recent research, valuing subscriber plays is more of an art than a science. As a subscriber play, the HomeSafe™ RTO service would likely be valued by multiplying the number of Active Residual Subscribers by the loyalty/experience factor and the number of dollars of free cash flow over the forecast period. HomeSafe™ has delivered an industry leading loyalty/experience factor of 6.2 years which should drive an industry leading valuation.

However, several other factors are likely to influence the HomeSafe™ valuation. New privacy and Ecommerce legislation, the decline of ‘blast and cast’ marketing strategies and a new understanding of subscriber preferences has moved brands to acquire entire ‘ecosystems’ at a premium over other calculations. In fact, for brands that wish to access a developed ecosystem or brands that need a compliant opt-in channel for their services, the value of HomeSafe™ may be well beyond a subscriber based calculation.

According to PetLynx Managing Director, Larry R. Evans, “The patient approach of PetLynx shareholders to create technology and to develop a proven ecosystem is something of real value in the digital economy. I believe, from every perspective, HomeSafe™ is ready for prime time.”