PET Food Processing - December 2020 - 11

" Building brand
loyalty is like
running a marathon. "
Don Tomala, Matrix Partners

dia messages. The couple values personal accessibility as
a way to safeguard customer satisfaction with a relatively
delicate food.
" When you have a frozen product, " she explained, " there
will absolutely be some issues because the distributor has
to store and transport it at the proper temperature, and the
stores have to store it at the proper temperature, and the
customer has to get it home and into the freezer before it
melts. When we do receive a negative comment or experience, we immediately work to resolve it. When the consumer hears that they're messaging or talking to an owner and
can receive a swift resolution, loyalty goes through the roof. "
Carlson recommended another tried-and-true tool.
" Email mailing lists, while sometimes considered 'old
school,' are actually quite effective, " she said.
Whatever the method, the goal is an ongoing conversation between brand and pet owner.
" I think what's important is that you think of it as a
way to have a meaningful dialogue with your customers, "
Carlson added.
An open channel is important on the client side as well,
Govea said, noting that Alphia puts a priority on face-toface communication.
" We believe that if you have to have more than two
emails about a topic, then you should meet in person to advance a solution, " she said.
Eliza Soco, digital supervisor, Champion Petfoods,
Edmonton, Alberta, Canada, said their brand aims for live
interactions with consumers to build loyalty.
" Our retail partners do a phenomenal job educating
pet lovers about the quality of our foods simply by interacting with them in-store, " she said. " In today's digital age,
it's easy to bypass that human element when looking for
information about pet food products. We strongly believe
face-to-face interaction cultivates deeper relationships, so
pet lovers trust their local neighborhood pet store when it
recommends Orijen and Acana. "
As the word " digital " is in Soco's title, 35-year-old
Champion also employs 21st-century strategies, including
dedicated emails for both product lines.
" By having Orijen and Acana newsletters arrive directly
in pet lovers' inboxes, we're able to keep them apprised of
new product launches, social media campaigns and an-

swers to frequently asked questions without
having to look far, " she said.
Tomala said Matrix Partners' social media
team consists of enthusiastic, pet-loving professionals
- " both Millennials and Gen Zs " - who manage clients'
platforms, with emphasis on attracting new customers.
" For one pet treat company, we generated over 8 million Facebook, Twitter and Instagram impressions over the
course of a year - a 188% improvement over the previous
year, " he said.
The firm also works with some 4,000 paid and unpaid
influencers to promote clients' products.
" These range from popular bloggers to lifestyle influencers with a million followers, " he said.
Meyer has built a more grassroots network for The Bear
& The Rat, including about 30,000 Instagram followers,
whose direct messages she answers herself. To roll with the
pandemic, the company has put on several virtual events
allowing " live conversations with our loyal fans, " she said.
" It's been a hard time for everyone globally, " Meyer said,
" and being able to connect in a less formal way has been
interesting. I believe the brands having these conversations
have definitely gained more loyal customers. "

Not only the product
but a company's
values and its
interactions with
consumers factor
into brand loyalty.
Gott Pet Products

Champion leverages
digital tools to enhance
the in-person interactions
with customers happening
in the retail space.
Champion Petfoods

The perfect consumer
How does a truly brand-loyal customer or potentially brand-loyal
customer behave?
" Ideally, a brand-loyal customer becomes a brand advocate - sharing their experience
with friends in person, on social
and/or through reviews online, "
Carlson said.
Tomala added, " It's important
to note that product performance,
corporate values and positive
interactions with the customer
service team are equally important
to building long-term loyalty for
a brand.
" Building brand loyalty is like
running a marathon, " he concluded. " You can never rest, even
if you're marketing one of the most
popular pet brands in the world. " PFP

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PET Food Processing - December 2020 - 1
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