What is Vetty?
Vetty is a flea and worm subscription based service created by David Walker, a pet owner who grew tired of the complexity of choosing parasite control for his pets and when he did he forgot to flea and worm them regularly anyway. He founded Vetty alongside Veterinarian Leon Christensen, to make pet health a lot simpler and more convenient for owners while maintaining optimum health for pets. www.vetty.co.nz
Why Choose Vetty?
It is a fantastic concept and makes flea and worm treatment so convenient for pet owners. You sign up online and your pets treatments are sent directly to your door, meaning you don’t need to go to the vet or remember when its due. They use trusted, well known brands and were founded alongside the knowledge and experience of a trained veterinarian so you know what you are getting is legit and healthy for your cat or dog.
What Did We Do?
Vetty were finding they were spending too much on Google ads and Facebook ads with a big name advertising agency in New Zealand to get conversions and needed to try something more sustainable in the long run. We implemented a more targeted approach to their online paid advertising and reduced the budget while looking at other channels to raise awareness and education around the need for preventative treatment for pets on a regular basis. We did this through more education focussed social media content. Advised implementing content marketing through regular blogging and also implemented an email marketing system in Active Campaign to follow up and educate people on Vetty.
This is an ongoing process trialling new ideas to analyse what works and ensuring fresh new information is reaching the right audience. While also continuing to educate people on why it is important and why this type of service is so beneficial.
Because of the subscription model and type of product they need to set up a custom website which works for the functionality but didn’t allow for usability or people without web development skills to manage. This is something we would recommend to anyone considering a new website – make sure you will be able to add new content and update information easily without the need to go through a third party developer or pay for additional add on services. Also because of the new type of service a lot more education and retargeting is required to explain to people how Vetty works and why it is such a great product.
Educate, educate, educate – this is so important in almost all marketing campaigns. People need to get you and to understand what you do and how your product or service will benefit them. By educating your audience you are convincing them in a much more pleasant way than by pushing your products or services on to them. We can’t stress that enough. By providing valuable, useful, relatable content and information you are going to be far more successful at what you do and your audience will remember you. Also utilise all the content you have including any suppliers content like this video from Nexgard Spectra below.
Marketing needs to take an omni channel approach, you need to market via various channels online and offline to really make an impact. We would highly recommend utilising those other channels alongside paid online ads.
To find out more about content marketing check this out!