The Pet Information Seeker…and how you, the Pet Blogger connect

with them!

BlogPaws Pet Blogging and Social Media Conference

June 21, 2012

Who is Trone Brand Energy?

• One of the largest independent brand communication agencies in the Southeast

• We are a full service marketing firm that works to connect brands with customers across all mediums– Services include strategic consultation and analytics,

social media, digital marketing, media buying and planning, advertising, design, public relations and event marketing 

We focus a brand’s energy to make it as relevant as possible so people can embrace the brand as their own and pass it on.

Our Animal Health Experience

Susie

• Veterinarians are increasingly sharing influencer status

New Pet Owner Influencer Eco-system

2000 2002 2004 2006 2008 20100%

10%

20%

30%

40%

50%

60%

70%

80%

Veterinarian Internet

Source: APPA National Pet Owner Survey, 2011-2012

• In the past 10 years, use of the internet has more than doubled as a pet care information provider.

New Pet Owner Influencer Eco-system

Overview

• We asked YOU.- Emailed to BlogPaws’ community of bloggers- Asked 46 questions

• We asked PET OWNERS.- Emailed to Opinions@Trone Pet Owner Panel- Asked 46 (similar) questions

Pet owners are information seekers.

42% of pet owners spend more than 30 minutes per week reading about or researching pet related topics.

Who is the information seeking pet owner?

• Female• Age: 40-49• Married without children at

home • Employed full or part time• HHI: $50k +• Technologically savvy:

― 48% have smart phones

The following slides take a deeper look at the dynamics of the information seeker.

Newspapers 33%

Pet blogs are achieving mainstream use and credibility

Magazines 42%

General News

Websites 39%

Books 55%

Pet blogs are achieving mainstream use and credibility

Blogs 37%

71% credible

The layout and design of a blog impacts pet

owners’ willingness to read it

Impact of layout/design0%

10%20%30%40%50%60%70%80%90%

100%

No impact 2 3 4 5 A very large impact

67%

Pet owners have moderate to high interest in a variety of categories.

Health

Nutrition

Behavior

Safety

Life st

ages

New products

Lifesty

les

Specifi

c breeds

Cause

s

Grooming

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Top 2 Box

The specific topics pet owners find most appealing

are not always as appealing to bloggers.

Dangerous foods

Veterinary care

Hip and joint health

Emergency care

Elderly pet care

Healthy treating

Information Seeker’s Interests

Behavioral Interaction

Human-Pet Bond

Socialization

Abuse Prevention

Food Ingredients

Preventative Care

Pet Blogger Interests

The specific topics consumers find most appealing

are not always as appealing to bloggers.

Dangerous foods

Veterinary care

Hip and joint health

Emergency care

Elderly pet care

Healthy treating

Information Seeker’s Interests

Behavioral Interaction

Human-Pet Bond

Socialization

Abuse Prevention

Food Ingredients

Preventative Care

Pet Blogger Interests

The specific topics consumers find most appealing are not always as appealing to bloggers.

Dangerous foods

Veterinary care

Hip and joint health

Emergency care

Elderly pet care

Healthy treating

Information Seeker’s Interests

Behavioral Interaction

Human-Pet Bond

Socialization

Abuse Prevention

Food Ingredients

Preventative Care

Pet Blogger Interests

Key Learnings and Takeaways

1. Pet owners are spending significant time researching pet related topics and pet blogs are among their top resources for information.

2. Beyond the veterinarian, you are a very important and credible source

― Higher than store clerk and advertising.

3. As your role grows, there is a higher expectation on the design and content on your blog.

4. Your content and topics must continue to align with pet owner needs.

Questions? Find Us. Ask Us!

tronebrandenergy.com/pets