Why pet brands are different

Pet isn't like most of CPG. Shoppers buy for a family member who can't tell them what's working, so trust, vet opinion and repeat purchase matter more than flash. The channels are different too: vet clinics, pet specialty chains like PetSmart, Petco and Pet Valu, mass retail, and Amazon and Chewy, each with its own rules. A good fractional CMO for a pet brand has run brands across all of them.

What a fractional CMO does for a pet brand

  • Sets the channel plan: which retailers first, and what each channel's job is
  • Builds pricing and promotions that work for both you and the retailer
  • Gets you ready for buyers, and joins the pitch
  • Plans launches so the first order turns into reorders
  • Builds repeat: subscriptions, rewards and reminders
  • Directs your agencies so everyone works to one plan

Signs you need one

  • You're about to pitch PetSmart, Petco, Pet Valu or Walmart, and you've never done it
  • You got listed, but sales per store are slow and the next review worries you
  • Amazon or Chewy sales are flat, and ads are getting more expensive
  • Promos are eating your margin
  • You have agencies, but no one senior telling them what matters

What to look for

Ask for pet-specific results with numbers, and which retailers they've actually sold into. At Purina I took FortiFlora from vet clinics to #1 in vet and retail. At Hill's we grew Amazon sales 200%. Experience like that shortens the learning curve you'd otherwise pay for.

What it costs

Most fractional CMOs charge by the month. Mine is $9,500 a month for about 1.5 days a week. If you mainly need to get on shelf, my Retail Launch is $3,500 a month plus a share of new retail sales, with the retail brokers on my team opening doors. See what a fractional CMO costs for the full picture.

Common questions

Is a fractional CMO worth it for a small pet brand?

Usually from around $2M in sales, or earlier if you're about to pitch a big retailer. Before that, a one-time Growth Audit is often the better start.

What's the difference between a fractional CMO and a pet marketing agency?

An agency does the work in its channel, such as ads, design or social. A fractional CMO owns the overall plan and results and directs the agencies.

Do you work with vet-channel brands?

Yes. I ran Purina's veterinary supplements, including FortiFlora, and know how to grow beyond the clinic without losing the vets.

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