Implement different marketing tactics to ensure your brand is available on a wide number of online and offline touchpoints and to help you reach potential buyers on those channels being accessed most frequently. A key to this strategy is to make sure you know where the buyers are, and that becomes easy because pet food professionals depend on the Petfood brand portfolio to do their job. In fact, almost 50% of pet food professionals visit PetfoodIndustry.com daily or weekly.
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Source WATT Global Media pet food audience survey:

78%

of pet food professionals use magazine advertising when they are starting to think about making a purchase

57%

of pet food professionals attend conferences/exhibitions to identify and research potential products or services.

69%

of pet food professionals use industry media websites to get information that helps them make purchasing decisions.

58%

of pet food professionals read newsletters to keep up to date on the industry.

A multichannel approach helps potential buyers encounter your brand as often as possible. No matter where or how your buyers conduct product research to fuel purchasing decisions, a multichannel approach gives your gives your marketing momentum.

OFFLINE:

Print: Print offers a visual and tactile format that is still appreciated by readers and is a vital element of an effective branding campaign. You can stand out with your print advertising and earn trust for your online advertising at the same time. Merging print with digital can be more powerful than each medium alone.

(Petfood Industry, Petfood Forum Show Guide )

Events: Sponsorships at Events and conferences is important because they provide a place for businesses to connect. But, don’t forget to let people know you will be there with a multi-channel marketing campaign.

(Petfood Forum Conferences and Exhibitions)

ONLINE:

Websites: Target prospects online where they spend the most time and in the context of relevant niche content to maximize engagement.

(PetfoodIndustry.com, Super Billboards, Dynamic Content Marketing Banners, Native Advertising, White Papers, Webinars)

Newsletters: Connect with industry professionals where they spend most of their workday, their email Inbox. Engagement is high because these individuals have opted in to staying informed.

(Newsletters)

Social and Display Audience Extension: Market to business contacts outside of their daily work routine. Reach pet food professionals on social sites and websites they visit. By connecting with them where they are spending time, marketers increase the frequency of impressions and click throughs.

(Social Audience Extension, Display Audience Extension)

Email: Email marketing is a critical part of a full multi-channel marketing strategy. A person is more likely to open an email if they’ve engaged with the brand outside of email before, such as the websites they frequent or social media.

(Audience Targeted Messages)

A cross-platform campaign can help your company develop a brand that is recognized by its current and potential customers, as well as the overall industry. Market share only provides a way to determine how a business looks in the short term. The mindshare you achieve with a multi-channel campaign is actually the most useful gauge of long-term health for a business.

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