Episode 58 of Advertising Smarter focuses on Kennels and Pet Boarding — - and looks at how you can create the right message, at the right time…using the right media to reach the target audience for this category. Watch this video briefing here, see it in HD on YouTube, or subscribe to see every new episode upon release on iTunes. http://youtu.be/DQvi_qvs2e4
In 2012, pet owners spent an average of $327 on dog boarding, $337 on cat boarding and $3,584 on boarding horses. Multiple pet ownership is at an all-time high with 44% of households in the U.S. owning more than one pet. In choosing a boarding facility, pet owners are looking for convenient drop-off and pick-up times, clean facilities, exercise availability, competitive pricing and special diet management. Trust is also a major factor in owners' decisions as to where to board their pets. These businesses should be sure to market themselves as professional, experienced and skilled caregivers.
The average pet owner is 35–44 years old, is married and has kids at home. Over half of pet owners love technology and say they prefer to do things themselves.
Print, outdoor, direct mail, digital and mobile are the top media for advertising. Almost half of pet owners enjoy attending sporting events and 28% of pet owners receive online or promotional discounts for pet-related products.
Right time + place
Demand for pet boarding increases during heavy travel times — Spring break, summer vacation and traditional holidays. Want to know more? Visit Ad-ology.com. Written and directed by Amy Howerton This video features research findings from Ad-ology’s Industry Marketing Insights: Kennels & Pet Boarding. For even more insights… Ad-ology PRO Subscribers:
- Go to ad-ology.com and click LOG IN to enter your credentials.
- Click on Category Research > Financial/Professional Services and select Kennels & Pet Boarding.
- Go to admall.com and click LOG IN to enter your credentials.
- From the AdMall Directory, click on More Local Account Types.
- Select the Consumer Services category.
- Select Kennels & Pet Boarding under Business Types.
- Go to ad-ology.com and click Research Store.
- Click on Buy Now next to the Advertising Smarter reports.
- Select Financial/Professional Svcs from the Research Category.
- Select Kennels & Pet Boarding from the Industry Type and click Order!
- The cost of this report is $195.