barkworld presentation activating community

Helping pets in need while activating

Community

Director of Social Media, Kat Smith

Cause Marketing: the biz case

• 47% of consumers have bought a brand at least monthly that supports a cause, representing a 47% increase from 2010

• 39 percent increase in “would recommend” cause-related brands

• 34 percent increase in “would promote” cause-related brands

• 9 percent increase in “would switch” brands if a similar brand supported a good cause

http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6448131/k.262B/Statistics_Every_Cause_Marketer_Should_Know.htm

Why you’re influence is critical…

• 61% of U.S. online consumers have made a purchase based on recommendations from a blog.

• 77% of Internet users read blogs.• Consumers who research across online,

offline, & mobile spend 18-36% more than those who don't.

2011 Cone/Echo Global CR Study

Who has cause with community activation

down? Susan G. Komen Foundation

How cause activates a community

Inspires people to take action

1. A finite goal is established 2. That goal is tied with action for people

to take3. Their individual action is linked to an

impact they can share with their community

4. That impact is linked to making a difference

5. The community rallies: difference made

Step 1: Activate with a brand

Identify programs, missions and philosophies

Did you know Petco’s Think Adoption First…

• Discounts and rewards people who adopt?• Supports rescues in-store and in communities?• Holds National Adoption Weekends each month?

Think Adoption First

Step 2: Align with your passion

Communities respond to authenticity

Know:What cause gets you going?Who the key players are involved in that

cause?What will make a difference for that

cause?

Case Study: Train to Adopt• Petfinder piloted Train to Adopt program

with the Animal Rescue Site• Tremendous success: 98% adoptability

improvement• Brought findings and value prop to

Petco• 7 stores now piloting it • More than 1,000 dogs will receive

training from the shelters selected in 2012

Step 3: Do the researchBrands & Non-Profits respond to metrics

Know:How can the cause be impactful for them?

Think in terms of numbers – views, clicks…Think in terms of content – stories, video…Think in terms of the community members – influencers, advocates…What is the cost for them to participate?

Step 4: Pitch it!

Highlight the value- addKnow:• How it aligns with their brand or mission• What kind of results they can expect• What the benefit of involvement is• What their cost and contribution needs

to be

Step 5: Collaborate!Bringing the program to life

You have identified:• The goal• The call-to-action• The partnership tactics and timing• The benefit for your community• Making a difference with real-time

communication

Service Dog Awareness

Shameless Self Promotion

Crazy About Pets!

Looking for influencers!#DearPetco activating for cause and funNational Adoption Weekend and

Woof Wednesday with Natural BalanceBreeds in Need, Food Drive and Tree of

Hope for the Petco Foundation!