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December 11, 2019 by Terran Leave a Comment

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.

Check out my portfolio
get in touch

 


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Let’s chat about your project!

{I promise I don’t bite}

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I want you to close your eyes for a moment. Well, I want you to close your eyes for a moment. Well, maybe don't close them because then you'll stop reading. So, let's just *imagine.* OK, here we go... Imagine you're at the beach with your four-legged best friend just as the sun is coming up over the horizon. A warm summer breeze carries the scent of the salty ocean through the air, the sand is soft between your toes, and things couldn't be more perfect. And then your dog poops. 💩 I mean, that's always a good thing but when you're in this moment, a beach stroll with a bag of poo in your hands isn't exactly the dream. Thankfully, the dooloop exists so you can keep your hands free and keep the moment perfect. ​​​​​​​​
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I've been a fan of @dooloopdogs for years now and am so thrilled to have them as one of our trip sponsors! If you don't have one, you seriously need one. Seriously!
Want to know more about how we are traveling, wher Want to know more about how we are traveling, where we're going, or what it's like living in a small space with your significant other and pup? Where do we stay? Do we have hot showers? What are some of our best memories so far? If you're curious, ask below and your question may be featured in an upcoming post!
SWOOOOON! This gorgeous Florida evening with Jaspe SWOOOOON! This gorgeous Florida evening with Jasper and his mom was absolute magic!!! The sunlight sparkled over the grassy sand dunes alongside the warm Atlantic Ocean as it slowly sunk down into the western sky. Jasper was happy as a little clam as he was rewarded with treats, snuggles, and playtime for being the goodest boy!​​​​​​​​
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A big, huge thank you to @wellnesspetfood for joining us as a trip sponsor of our Great American Road Trip!
Welcome to the wild, wild Westway family, Sibbie!​​​​​​​​
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Named for the American Revolutionary War heroine, Sybil Ludington, we felt like the Airstream who was going to take us on our Great American Road Trip needed to have a very American name. Sybil Ludington and her horse, Star (can you guess the truck's name?), completed a midnight ride farther than Paul Revere's to announce to her father's fellow militia men that the British were coming. She was even thanked by George Washington!​​​​​​​​
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Sibbie is a 30-foot Airstream. She has a full size sofa, dinette with two bench seats, a surprisingly large shower and bathroom, and a great kitchen with a propane stove, oven, and three-in-one microwave + oven + air fryer. She also has an insane number of windows and skylights that make the entire space feel light and bright! 😍 Greg, Roxy, and I fit very well and feel like it's just the right amount of space for the three of us!​​​​​​​​
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Who else out there has an Airstream? Do you love yours? We certainly love ours!​​​​​​​​
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A big, huge, monstrous THANK YOU to my very first A big, huge, monstrous THANK YOU to my very first models of our trip: Julie, Louie, Bella, and Brooklyn! These four totally rocked their photo shoot for our three trip sponsors: @wellnesspetfood, @dooloopdogs, and @petplaysf! ​​​​​​
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Julie and Louie are both incredible photographers so it was extra fun to work with them! I know them from San Diego but when I found out they were in Fort Myers — just 2.5 short hours south of where we were picking up the Airstream — I knew we had to go see them and do a photo shoot!​​​​​​​​
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Isabella and Brooklyn are two of the cutest dogs you'll ever meet. I was warned that Brooklyn would take a minute to warm up, which she did, but once she realized we were there to shower her with attention, we became BFFs.​​​​​​​​
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Thank you, again, Julie & Louie! You guys rock and we had a blast with you!
We are nearly one month in to our big adventure! I We are nearly one month in to our big adventure! It's hard to even believe it! We have seen new places, visited old friends, and photographed a bunch of puppers already! ​​​​​​​​
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The journey began in San Diego, CA and took us to Tampa, FL for about a week. We headed down to Fort Myers and then up to St. Augustine before leaving the sunshine state. After that, we spent a night on a beautiful pecan farm just outside Savannah, GA before making our way to Charleston, Wilmington, and Charlotte (where we spent a few glorious hours floating in Lake Norman). Today, we are headed to a friend's place just outside Asheville!​​​​​​​​
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I promise to introduce you to our new Airstream in some upcoming posts. I will just say here that she is beautiful and everything we hoped she would be!​​​​​​​​
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We'll be in the northeast in a few short weeks & I absolutely can't wait!!!
Nothing says Airstream + Florida quite as much as Nothing says Airstream + Florida quite as much as a pink flamingo... so it's only fitting that we photograph the @petplaysf pink flamingo float toy as we kick off our big six-month road trip adventure in the Sunshine State! Am I right or am I right???​​​​​​​​
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We couldn't be more thrilled that P.L.A.Y. has decided to join us on our journey as a trip sponsor. We are going to have soooo much fun playing with and photographing their amazing products all around the US this year! Thank you, P.L.A.Y.!​​​​​​​​
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Who else's dogs love P.L.A.Y. toys??? 🙋‍♀️
Do you ever find a product that makes you question Do you ever find a product that makes you question how you ever lived without it? For me, that was @dooloopdogs! It's a brilliantly simple leash accessory that holds your pooch's poo bag so you don't have to. We've been using them for years and they're truly something special!​​​​​​​​
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When we began to plan our big road trip, I knew I'd be taking a few dooloops along with me (different leashes call for different dooloops, duh!) and I dreamed of having the company come along as an official trip sponsor. Well, it happened!!! We'll be sharing the dooloop love all around the US, photographing dogs with dooloops, and showing others how a simple tool can improve their daily walks with their pups! Thank you, dooloop! We're so excited to have you along for the journey!
I have some incredibly special clients, let me tel I have some incredibly special clients, let me tell you. They're clients I love working with and who consistently put their trust in me to create photos for their advertising & marketing campaigns around the globe. When I told Wellness Pet about our big adventure, the response was swift and definitive: "count us in!" I'm so, so, so thrilled to have them as a trip sponsor for our journey and to create images for them all along the way. We have used their products for years — Sojos, WHIMZEES, and their WellBites treats — so this partnership couldn't feel more perfect and authentic! Thank you, Wellness!
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