To decide where and how Skitter would best be served from a marketing perspective, Skitter’s creator looked to marketing strategies employed by Skitter’s primary ideal business partners. The companies PetSmart and Petco were source of heavy inspiration, as Skitter’s research showed that the customers of these companies were well aware of their respective rewards programs thanks to their advertising, but were simply dissatisfi ed with their benefi ts. In order to reach its primary audience, Skitter will make use of in-store print advertisements, such as posters, and in-aisle signage advertising sales, deals, and encouraging the download of the app with QR codes. In terms of other marketing outside of traditional in-store mediums, Skitter will make heavy use of social media, copying the strategies of PetSmart and Petco by inviting its audience to engage with the brand in exchange for unique or monetary rewards. An excellent example of this strategy in action is the 2020 PetSmart Charities Partner Photo Contest, in which charities were invited to engage with the brand by sharing photos on social media with a hashtag to be entered into the contest. Winners received a reward for their charity, and PetSmart received engagement and increased brand visibility during the time of the contest. 40
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