Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
When I was shopping for my new car back in May I was not only thinking about how fuel efficient the vehicle was, but I was also thinking of my two small dogs: Ruby and Gambit. Ultimately, I narrowed down my choices to two vehicles, the Fiat 500 and the Chevy Spark. Both were comparable vehicles, but the one thing that swayed me to the Spark was that it was four doors. Yes folks, I bought the Spark because it would be easier for me to transport my dogs around with four doors instead of two.
As I am writing this post I think back on how much I spend on them, for their food, their entertainment, the countless collars that Ruby manages to chew off her, and I’m not alone in my thinking. Dog owners spend spend more than $50 per month on their beloved companions. More and more companies are becoming aware of the economic impact dog owners have, Geico is seen as pet-friendly because their policy automatically covers your four legged friend, Subaru is known for being dog tested and approved, and Edmunds recently updated their list of the top ten pet -friendly vehicles on the market.
How can I successfully market to dog owners?
1. Talk about how pet friendly the vehicle is.
This one is easy, just think about how you would talk about the features of a certain vehicle to a mom that has three kids. What makes that vehicle family friendly? The large cargo space? The ample seating? Easy exit and entrance?
You can see more examples on what features to highlight in a vehicle from the Edmunds link above. You’ll see that many of the vehicles on the list are SUVs which provide room and easy access to large crates and carriers, often have rear-folding seats, and are sometimes equipped with ramps.
Rear-view cameras are included in features for pet owners as the cameras can help an owner avoid hitting and injuring an animal, while in reverse. Also popular, are sliding rear doors and side-curtain airbags. Keyless entry can be handy for those managing a pet on a leash.
2. Offer pet friendly accessories
Just by offering a crate or pet safety seat makes a difference for a buyer. You can even have one in the showroom and show the pet owner the proper way to secure the crate or the proper way to set up the pet safety seat.
3. Is your dealership pet friendly?
If you have a dog friendly dealership, showcase it! Offer a free gift to fido when he visits your dealership like how Subaru of Keene does. It can be something simple as a dog treat or a branded squeaky toy!
4. Be active in the pet community
Are you a proud sponsor of your local SPCA? Showcase it! Tweet about it and post adoption features to your followers! Again, Subaru takes the cake for being active in the pet community.
Hopefully these quick tips will get you barking up the right tree when it comes to successfully marketing to dog owners! If you have any other tips feel free to comment below or even tweet me @kettyc
*Blog was originally posted on kettycolom.com