"People that go to the site are people that love their cats and are people who are spending time thinking about the products that they buy for their cats," said Bob Shaw, CEO of Concentric Marketing, the agency that works with Feline Pine. "The goal of Romeo is to build a community of people that are engaged and interested in the travails of these cats and as a sponsor, it gives [Feline Pine] a way to be a very grassroots brand."
The blog, Romeothecat.com, follows the have on Romeo the cat,” said Shaw. “Tar- : Pet marketers are ﬁnding that social media life of Romeo, a cat who was adopted from geting people who are cat indulgent can be : List marketing is in the spotlight on June is helping connect owners to pets, pets to a shelter and is now working to raise money difﬁcult to do through traditional media, 15, with not just one, but two events focused owners and pet products to both, in what to help other animals ﬁnd homes and proper and what social networking does is allow on the channel. The Direct Marketing Asso- is expected to be a $45.4 billion industry care. Each month, it runs a Furpower Dona- the cat audience to ﬁnd us.” ciation will honor Adrea Rubin, CEO of this year. tion Challenge, in which viewers are called Unlike traditional cat litters, which tend Adrea Rubin Marketing Inc., as 2009 List Pet Airways, a new pet-only airline that to send in their pet photos and stories and a to position their advertising more like a Leader of the Year for her contribution to the will offer cross-country ﬂights for pets only, $1 donation, which is then given to a selected cleaning product than a pet product, Feline industry over 35 years. Also, in partnership is using social media to help promote its new pet friendly charity or service. Feline Pine Pine aims to connect with consumers on with the List Leaders Group, the DMA will brand and to help with animal adoption sponsors the competition and runs ads. an emotional level similar to how cat food host the FastForward 2009 conference. through a new partnership with pet-focused “People that go to the site are people that marketers connect, Shaw said. Rubin chairs this year’s FastForward ad network DogTime Media. The idea love their cats and are people who are spend- “The pet food business does a lot to con- event, which differs from its usual format. behind the partnership is to extend the reach ing time thinking about the products that nect owners on an emotional level, but the “I said that I would of DogTime Media’s DogFinder pet adop- they buy for their cats,” said Bob Shaw, CEO litter business has been terrible about this,” take the reins only tion program, a Web site that helps connect of Concentric Marketing, the agency that he said. “From a marketing perspective, if I could change it,” pets with owners and encourages consumers works with Feline Pine. “The goal of Romeo we’ve understood that there is an oppor- Rubin explained. The to look beyond their local regions for pets is to build a community of people that are tunity to connect with consumers around event will be an inter- available for adoption, because pets now can engaged and interested in the travails of these their emotions to connect with pets.” active half-day work- be ﬂown. Traditionally, consumers look for cats and as a sponsor, it gives [Feline Pine] a Feline Pine also is connecting with con- shop facilitated by pets within 50 miles of their homes. way to be a very grassroots brand.” sumers on a recently launched Twitter feed. Edie Weiner, author The partnership cross-promotes both Dog- Feline Pine has found that connecting Feline Pine’s staff veterinarian will use the
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