How Can My Pet Brand Connect With & Convert Customers?

Are you looking for ways to quickly connect with consumers and convert them to paying customers? Do you ever wonder what makes someone stop scrolling through their social media feed and really look? What makes them open your catalog? Or read your emails? Here’s a hint: eye-catching imagery that tells a unique story and can tell your customer who you are and what you stand for in a split second. A picture is worth a thousand words, am I right?

The consumer marketplace is huge — even just within the pet space — and it’s important to understand what grabs attention and what does not. After all, if customers can’t see it, they won’t buy it!

We had the chance to ask some of our favorite marketing professionals from leading pet brands the following questions:

• Do you ever choose to commission original photography for your brand over stock photography (that any company can buy)? Why or why not?
• If you’ve commissioned original photography in the past, what would you do differently to avoid any pitfalls?
• What advice would you give a pet brand looking to establish a unique look and style in their branding?

Here’s what they said:

Have a recognizable, consistent look that’s all your own

Humans are visual! It’s important for your audience to be able to recognize you instantly and not confuse you with your competitors. This is done through a variety of ways — including graphical elements, type, color, and other branding elements — but your imagery is what people will notice first. It needs to quickly impact the viewer and make them want to know more. Choosing custom photography rather than stock imagery will allow you to show off your brand in a way that builds trust and allows consumers to visualize themselves using your products.

• “We do photo shoots for most of our products with live pets to show the product in use. This connects with the customer at the personal level and also gives the consumer an idea of sizing if they have a similar pet.”
• – Jim Otto, co-founder of Majestic Pet Products, Inc.
   
• “We usually commission or shoot our own. We want it to be on-brand and we want control over everything, including the products being featured in the shots. We also don’t want a shot of ours being used by our competitors.”
• –Ken Goldman, President at Stunt Puppy, Inc.

Understand when to use custom photography, stock, or user-generated content

While we’d love to say custom photography is the only answer, we also understand we live in the social media age. Your brand needs tons of content to be able to post consistently and stay in front of your customers. So, the key is to understand when custom photography is a necessity, when stock images should be considered, and when user-generated content is the way to go.

If you have the budget for all-custom, great! But if you’re like many smaller brands, you need to be a little choosier with your marketing dollars. Our recommendation is usually to save custom photography for the really important stuff like your website, brochures, trade show booths, marketing campaigns, catalogs — the stuff that is intended to last longer than a few days. User-generated content is great for social-proof posts on Instagram and Facebook, since they’ll show real-life customers and pets using your product. Keep in mind, though, that these images are usually cell-phone shots and typically not great for much else. Stock photography is the most generic way to go. It’s cheap and easy but the images you purchase may also get purchased and used by your competitors. Eeek!

• “We [commission original pet photography] in certain scenarios where we feel there is brand value in having our own photos.”
• –Lonnie Schwimmer, creator of Nootie
   
• “I only started using stock photography a month ago. I absolutely prefer to use my own or have a professional shoot for me. Unfortunately, I need images for so many things right now, I don’t have the time or budget to do originals.”
• –Rachel Baker, creator of Creative Pet Solutions
   
• “I believe if we had packaging differently, we would absolutely commission these services. With our Hand Rolled and Container packaging to B2B, we have not had that need yet.”
• –Charles A. Smith, founding member of Butcher Bites BITE ME
  

Work with a photographer who “gets” you, your customers, and their pets

When it comes to choosing a commercial photographer, there are a few key factors that come into place. First, they have to know how to work with pets. They need to understand body language, know how to work with animals and people to get the shot, and have an extraordinary amount of patience. Second, they should have commercial experience. Commercial photographers know how to show your product and brand in its best light. They also know the questions to ask so your photo shoot gets the results you’re aiming for. Finally, choose one with a style similar to what you’re after in your photos. Want sparkly, dreamy sunlit images in a field of golden grasses? Look for a photographer whose portfolio has similar-feeling images.

• “Think about what’s most important in terms of reflecting your brand. This can be many things outside of the actual product. The dogs, the people, the setting etc. They all reflect the brand.”
• –Ken Goldman, President at Stunt Puppy, Inc.
   
• “Make sure the look conveys your passion and mission and grabs the attention of the viewer.”
• –William Riddle, owner and certified canine massage therapist at Doggissage
   
• “Have a clear understanding of what is expected out the relationship and project.”
• –Lonnie Schwimmer, creator of Nootie
   
• “We tried to bring cats into the studio for photoshoots and realized it is much better to work with cats in their home environment, otherwise they get very anxious.”
• –Jim Otto, co-founder of Majestic Pet Products, Inc.

Stories sell

Products and services are not independent items. Buyers must be able to see how they will add value to their lives. Every brand has a story to tell and when a new product is developed, there’s an entire team dedicated to dreaming up how it’ll be used. It’s one thing to describe your product with words; it’s another to show it instantly with an image. The goal is to easily get your customers to imagine how your product or service will enhance their lives or the lives of their pets.

• “Determine the demographic you want to reach. Whatever direction you choose, make sure you are appealing to the demographic you are looking to reach.”
• –Jim Otto, co-founder of Majestic Pet Products, Inc.
   
• “Try to catch people’s emotions and have your own story.”
• –Lonnie Schwimmer, creator of Nootie
   
• “I think the only advice I have is to be original. Be true to yourself in what feels right. Don’t compare yourself to anyone else. Follow your own feelings.”
• –Rachel Baker, creator of Creative Pet Solutions

People are looking for brands that are authentic and stir up their imagination or emotions. I repeatedly see brands making mistakes that can easily be avoided, though! Learn the top-five mistakes brands make with commercial pet photography and how to make sure you don’t do them.
learn the top five photography mistakes brands make
 
Of course, if you want to know how custom photography can benefit your brand, let’s chat! Check out my portfolio or get in touch for a custom quote now.

Let’s chat about your project!

{I promise I don’t bite}