Pet bloggers harness great power for brands
By Carol Bryant
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With the American Pet Products Association reporting a record-setting spending projection of more than $55 billion in the pet industry for 2012, pet bloggers are the carrying the torch passed from mom bloggers, and brands are taking notice.
In a study released by Trone Brand Energy, a reported 20 percent of pet bloggers are considered highly influential and have monthly readerships of at least 10,000 readers. Three-quarters of these influencers have blogged for at least three years to build a steady, loyal following. Influencers report dealing with at least six or more pet care brands from a marketing perspective.
Do you ever feel like this? "I know what pet parents want. I go to the shows, walk the expos, interact with the brands, and my dog and his pack of friends participate in frequent play dates."
Or maybe: "I see the toys and water bowls, and read the food and treat labels with the scrutiny of a trained pet product expert's eye. I tell my friends, who are the key purchasing parties in their households for pet supplies."
Me, too. And thousands, if not millions, of others, feel the same way.
If you've been to a pet bloggers conference, you know the energy, enthusiasm, networking, idea exchange and layers of relationships that are formed. The American Pet Products Association's National Pet Owner Survey for 2011-2012 revealed that in the past 10 years, use of the Internet has more than doubled as a pet care information provider. Pet bloggers are influencing people. We are force with which to be reckoned.
Statistically, the numbers are also behind "us," the pet bloggers, and the anticipated growth skyrocketing of the pet industry, of which we are the voice. Cases in point:
Hello, brands: It's me, the pet blogger. Come and knock on my very influential door.
"A dog lover of the highest order," is how Gayle King introduced Carol Bryant when she, along with her cocker spaniel, Dexter, appeared on Oprah Radio's Gayle King show to dish dogs. A frequent media contributor, Carol has appeared on television, radio and in print. A repeat nominee from the Dog Writers Association of America, Carol also writes for Dogster and Pet360, maintains her own canine-centric blog (FidoseofReality.com) and is the PR and marketing manager for BlogPaws pet blogger social media community and conferences.