Problem:

Pet tech is not huge in terms of sales, though, representing a much smaller niche of the consumer, at least for now. Tech, in general, is growing in consumer goods in tons of different market segments, but only when it provides true value, like a solution to a problem or simplifying a complicated task.

 

Insight:

Research shows that a dog can only understand about 165 different words, in some cases more if you make a point of training them.

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Key message:

Petchatz helps to bring you closer to your fur-baby, physically and emotionally.

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TAGLINE: Understanding is Loving.

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Solution:

Petchatz will send out “The Dogtionary”, a book including definitions of words in a dog’s perspective, along with customizable pages for the users to have it personalized and to keep the memories with their fur-babies. The book will be sent out as a direct mail to Petchatz’s loyal customers.

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Petchatz will then use their Instagram account and #thedogtionary to spread the idea of Understanding is Loving, to interact with their target audiences and to encourage users to share their stories by featuring:

- Dogcabularies

- Dog memes

- Personalized Dogtionary pages that are shared by the users

- Fur-baby appreciation posts that share stories of the fur-baby parents

 

Print Ads will be put up at transportation stations and in front of the pet stores to raise awareness about Petchatz and to call people to look up Petchatz’s Instagram.

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How it works:

 

The Dogtionary