Seeing the Signs: How Pet Brands Can Participate in Community Outreach in Small Ways

A few weeks ago, I was back home to attend my brother’s high school graduation. One day after work, my mom enlisted my help in finding a plant to give to my brother’s girlfriend as a graduation present, and we began our journey in the Home Depot Garden section. I asked if my brother’s girlfriend had any pets, to which my mom replied that she thought their family had a cat. I pulled out my phone to look up some cat-safe plants, but my search was futile when I couldn’t get a signal. We wandered through the garden department, weaving through aisles of potted plants until we finally found a cute plant that wouldn’t poison an innocent housecat.  

When we arrived at the checkout counter, I saw an infographic taped to the wall that depicted different kinds of plants poisonous to dogs, accompanied by a small blue Chewy logo in the corner. Had I been looking for a dog-safe plant, this would have been a miracle in the form of a laminated piece of paper. It didn’t help me in this instance, but I assumed dog owners also experience poor cell service (I couldn’t say for sure, having never been one) and thought it was a clever idea nonetheless. 

It wasn’t until I thought about it a little more that I realized just how brilliant this sign is. I’ve written about brands reaching out to communities during natural disasters and times of crisis, but I’ve never considered the small and simple ways for brands to get involved locally. A pet brand could easily draft something up, like a poster at the park with tips on the best ways to pick up and dispose of dog poop, or a “pup cup” menu to put up at a local coffee shop.  

There are numerous ways for brands to get creative while promoting their business. It also seems like there’s a big missed opportunity in this area. Examples of pet brands currently doing this are few and far between, and there’s not much in the news short of brands donating money and pet food during natural disasters. There’s certainly some untapped potential for brands to take advantage of in this space. 

These acts of community outreach are simple, but that’s the beauty of it. Had I been looking for a dog-safe plant that day, this little sign would have been my saving grace, and Chewy would have gotten some serious brownie points with me. These little examples of engagement build credibility with your current consumers and can even attract new ones. Community outreach also shows your consumers, both current and prospective, that you care about the well-being of pets and their owners. This fosters trust between you and your customer, which can be a challenging thing to establish.  

My call to action is simple: find ways for your brand to contribute to your local community. Don’t hesitate to reach out to small businesses and public spaces to collaborate on small, meaningful projects like this one. Your consumers will receive some helpful information, and your brand will benefit from it in the long run. 

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About the Author

Cady Wolf is an Analyst at BSM Partners. She graduated magna cum laude with a degree in English from Brigham Young University-Idaho, and she currently lives in Rexburg, Idaho with her husband, their two cats, and pet tortoise. She loves animals and learning about how to help pet brands and pet parents alike.