Leading a brand to success takes good vision, strategic focus, and seamless execution. It also takes the support and effort of a strong, dedicated team aligned on the best path forward to ensure sustainable brand growth with consumer-driven purpose.
As your business grows, the need for an outside partner to support the growth and elevation of your pet brand will become even more vital. Picking the right marketing agency takes some homework, but it’s an invaluable investment – especially since this external team will be performing mission-critical tasks alongside your internal team.
Agency partners should bring ‘WOW’ to the table, connect with purpose and excitement on all projects, and provide meaningful, measurable solutions to meet brand objectives. They also need to be a good fit, possessing the right personality and culture to promote the partnership and collaboration required to take your brand to the next level. And they need good insight and creativity to help you embrace what’s possible for your brand.
There are thousands of marketing agencies and marketing consultants out there, all more than willing to help you. So, how can you know which ones will be worth the investment and provide the commitment and results you need now for helping build your pet brand for the long term? Here are some key characteristics and assets you’ll want and need them to deliver.
Guidepost to choosing the right agency for your brand
- They understand your customer and your business category
Having a partner who understands your industry provides added opportunity for them to have positive impact on your business right from the start, avoiding the need to go up a learning curve, losing time and opportunity. Having a marketing agency well versed in the needs and behavior of pet owners, as well as the unique dynamics of the pet industry, allows you to build more relevant content and programs to successfully engage and lead shoppers down the funnel to purchase. Additionally, as they develop strategies and programs to expand brand sales and household penetration, they should also be striving to expand category growth to help you forge stronger relationships with your retail partners. - They are focused on YOUR needs
Just like every pet has its own personality, every pet brand is distinct. As such, you’ll want any agency that is laser-focused on your brand’s specific objectives, challenges and opportunities – not one that applies ‘boilerplate’ strategies and tactics. - They have strong digital AND shopper marketing expertise
In this digital age, having a strong online presence is vital for any brand, including pet products. Having an agency with solid digital marketing skills can help you to capitalize on the vast opportunities the online realm offers. However, that is only half of the story. With the majority of pet-related purchases still being made in-store, it’s also critical that your agency has a plethora of experience in shopper marketing programs to ensure you are maximizing sales opportunities wherever your shoppers may roam. - They serve up creativity and insightful campaign ideas
Creativity is the heartbeat of marketing, so serving up innovative, breakthrough campaigns is essential for capturing shoppers’ attention and setting your brand apart from the competition. However, it takes more than just something shiny to win. A valuable agency knows how to develop and leverage customer targeted content and programs that convey functional and emotional benefits of your brand with relevancy AND project the lifestyle value of your products to engage and convert shoppers so they will say ‘that’s the brand for me.’ - They bring substance, not buzzwords to the table
While using industry buzzwords can signal familiarity with the marketing landscape, an agency that relies solely on buzzwords without substance could be masking a lack of practical strategies. Look for an agency that can explain their concepts clearly and demonstrate how their ideas will translate into tangible results. - They listen AND ask questions
Effective communication is the cornerstone of any successful partnership. If an agency seems more interested in pushing their own agenda rather than listening to your brand’s unique needs and goals, it’s a strong indication that they may not be the right fit for your pet brand’s marketing journey. In addition to listening to your goals, it’s also important
that agencies ask questions about brand aspirations, successes and challenges. A curious agency means they are interested in much more than just the project at hand, but are vested in exploring and unveiling the canvas of possibilities for your brand. - They do their homework
Thorough research is the foundation of a well-informed marketing strategy. That said, an agency that invests time and effort into understanding your brand’s target shoppers, competitors, market trends and is more likely to devise a winning plan. - Is a genuine business partner
The ideal marketing agency is more than just an outside service provider – they’re a genuine business partner invested in your brand’s success. Having an agency with a collaborative mindset and spirit, a willingness to adapt, and a dedication to long-term growth will pay dividends in helping you win the race and provide you with the strategic partner your pet brand deserves.
As you can see, selecting a marketing agency for your pet brand is a significant decision that can shape your brand’s trajectory. Taking the time to do the homework to identify the agency that best aligns with your vision, values, and goals is crucial for driving your pet brand towards a more rewarding and successful journey. In the end, it’s not the size or the name of the agency that counts – but rather the passion, insights, capabilities, and dedication to help you embrace what’s possible.
