Marketing that breaks through all the other messages consumers are bombarded with every day and resonates with consumers is built on insights obtained by listening, said Andrew Grinch, content director, Woodruff Sweitzer, at Petfood Forum 2017 on April 4 in Kansas City, Missouri, USA. Grinch outlined four steps pet food marketers should follow.

1. Listening to gather data

Listening to feedback about what your customers are saying from your sales, customer service and quality assurance personnel should just be the first step in the data gathering process. Grinch said your social media accounts and website can provide customer comments as well as analytics on what content is getting interaction.

Monitoring chatter on social media outside your channels is important as well. You need to track what customers are saying about you and your competitors. What are they discussing on forums? What are they saying to their followers?

2. Sorting through the data

After gathering data from all your sources, the next step is to sort through or filter the data to find insights. Grinch said an insight is a newly discovered truth about your target market that inspires opportunities to set your business apart from competitors.

The first step in filtering data is to consider the source, is it credible, influential, thought provoking and/or forward looking? If something is it thought provoking or forward looking, even if the source isn’t influential or credible, you might consider it.

Next, you should categorize the data and put it into buckets with shared characteristics. The…

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