PR for pets puts Four Paws forward
A PR professional and pet-lover has launched a specialised pets PR agency in Sydney.
Four Paws PR, established by Louise Lees, says it is aiming to help pet brands to better connect with their customers.
Lees claims pets are increasingly viewed as valued members of the family and the industry ranks 117 out of 498 industry sectors, well ahead of wine manufacturing and not far behind copper ore mining.
Four Paws PR will provide PR services to pet related companies and specialist advisory services to non-pet related companies to secure media coverage and manage social media for pet brands, she said.
“With over 63% of Australian homes owning at least one pet, brands can’t ignore this major market,” Lees said.
“If they don’t accommodate pet owners in their advertising and product development then they will miss valuable opportunities.
“Marketers have to get out of the mindset of how they may view pets. Owners have a completely different attitude and marketers have to get into the pet owners mind to be able to reach them effectively.”
Lees said around 16 per cent of Americans buy cars with their dog in mind, and the data is very similar in Australia.
The pets PR strategy will target women as Lees said research of more than 80,000 women found 80 per cent spend more on their dog than on their partner, and women are the main carers and purchasers of pets. Most are employed, married with children, and live in the suburbs, Lees said.
“Women in this community are as emotionally attached to their pets, for the most part, as other women are to their children. There dog is just like a kid to them,” she said.
Four Paws PR is launching ‘Greyhounds are gorgeous’ month across the country in September to increase awareness of the true nature of greyhounds and find more homes for the animals.
The agency also plans to donate 10 per cent of client fees to pet rescue organisations.
Four Paws PR say they are social media experts
Bravo, Louise! Indeed, my girl is far more than just a ‘pet’ to me, she is my most faithful companion and a channel for some of the best things in my life! Of course, I spend more on her than on anyone or anything else. She is worth it. Go, Four Paws PR!
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Well done! Clever. Obviously this is a huge sector that is largely untouched. Good luck!
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Human infants are dying every minute of every hour, and these people advocate keeping domestic animals at lavish expense? For the annual cost of a dog, five babies could live.
Talk about “first world problems”.
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Actually Mike, there is no mention of “lavish expense”. Focus is on responsible pet ownership, there should be much more of it.
And rescuing Greyhounds who are bred in the tens of thousands and then killed every year because they don’t win a race is just appalling. They are the most loveliest of dogs, gentle, loyal, affectionate and are lounge hounds, hardly requiring any exercise. Anyone who tries to help these lovely Greyhounds gets my vote any day!
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I’ve worked with Louise in the past and she’s a great media person. She loves animals and is a devoted pet owner. Its a great move for her to be working in an area she is truly passionate about. Wishing her every success. B
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What a brilliant concept. Animal lovers know that their four legged friends are another member of their family and marketers should take this on board. Animal lovers and owners will appreciate this concept – shame Mike doesn’t feel the same way. Congratulations Louise Lees on a well thought out idea.
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The logo says it all, well done. My dog checks out his Facebook page daily to see what his doggie mates are up to. It’s about time someone tapped into this untapped market. My dog, has to date, been missing out on brand engagement and I hope this will now change.
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Being a rabbit, with a male owner, I like this idea – although feel somewhat excluded. However I do feel anyone purporting to be expert, as it states on your website, particularly in communications, should visually be represented as such. Bringing me to that ‘logo’…
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Thanks everyone, we have been overwhelmed with the support! Mumbrella is so influential, we’ve had emails from all over the world!
Bob – are you a graphic designer? Do you want your bunny to be on the site?
Louise
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