BY CAROL BRYANT
Imagine if a company took the business conference model, flipped it upside down, shook it
a bit and added in a pet-welcoming aspect so that the more than
500 pet industry pros and brands
who attend are upbeat, happy
and engaged for three days.
This is BlogPaws.
BlogPaws recently hosted its
eighth three-day social media
and pet blogging conference at
the Sheraton Wild Horse Pass
Resort in Chandler, Ariz. The
event featured educational sessions, brand events and influencer interactions, with pets at
the heart of it all.
The people and bloggers
who attend BlogPaws, which
is designed as a pet-welcoming
event, remain one step ahead of
the latest trends and celebrate
the human-animal bond by promoting pet health and welfare
via social media.
Pet bloggers can influence the
pocketbooks—of today’s modern pet owners. More lifestyle
bloggers dedicate a category,
section and/or include pets in
their blog headers. In turn, because the audience gets amplified, bloggers with a pet niche
must do their research to separate fact from opinion.
FROM WHENCE THEY CAME
Founded in 2009 by three ded-
PET BRANDS, PET BLOGGERS
icated pet lovers and bloggers,
BlogPaws grew out of the need
for a focus on excellence in social
media and a devotion to help-
ing pets in need. Yvonne DiVita,
Caroline Golon and Tom Collins
launched the company to con-
nect bloggers and social media
influencers to the brands they
buy every day. What started as a
yearly conference evolved into a
social media empire.
“The success of BlogPaws is
based on the fact that pet blog-
gers and pet influencers on so-
cial media have taken a strong
hold in the industry,” said Chloe
DiVita, director of events and
programs at BlogPaws. “Brands
also consider BlogPaws the go-to
resource when looking for social
media attention and contacts.
Together, it’s a win-win for the
people and the pets.”
BlogPaws is owned by Pet360
Inc., a division of PetSmart,
which acquired online pet prod-
ucts retailer and integrated me-
dia company Pet360 in fall 2014.
Hundreds of pet influencers at-
tend BlogPaws Conferences to
learn about their craft, network
with others in the community
and connect with brands. Brands
attend for face time with influ-
encers in order to amplify their
messages and work with those
in the know within the online pet
From a big brand perspective, Natural Balance Pet Foods
returns to the BlogPaws Conference each year. Greg Fullerman,
a marketing specialist for the
Burbank, Calif., pet food manufacturer, said relationship building with the pet bloggers is key.
“We love creating relationships with all the bloggers who
are here, getting our messages
out while helping them get their
messages out,” he said.
“With our new wet cup for-
mulas and the Buy With Confi-
dence program, we knew that
coming to BlogPaws would
connect us with the bloggers
who have influence,” Fullerman
said. “These pet bloggers are the
experts, and if people are listen-
ing to what they have to say,
we want to help them share our
er and retailer Dr. Buzby’s
ToeGrips For Dogs attributes
renting a space at the BlogPaws
Conference with a direct increase
in site traffic throughout 2015.
“We typically only do veterinary trade shows,” said Julie
Buzby, DVM, founder of the
Beaufort, S.C., company. “
Coming to BlogPaws took us out of
our comfort zone, but it was
transformational for us. We had
a huge continual spike in website traffic [and], more importantly, we formed relationships
with pet bloggers.”
Online retailer Rocco & Roxie Supply Co. attends to get to
know the pet bloggers in person.
“As first timers to the BlogPaws Conference, we wanted to
get the word out,” said Matson
Magleby, co-founder. “We are a
small family business without a
large marketing budget.”
Pet Bloggers Harness Influence for Brands
BlogPaws’ recent conference demonstrates
the power and influence of modern pet
bloggers and social media specialists.
Michael Massey, PetSmart CEO and
president, with Chloe DiVita, BlogPaws
director of events and programs
BlogPaws is all about pets and their people.
Pet blogger Terry Kaye gets to know the brands.
Merrick Pet Care encouraged pet bloggers to pose with their pets on a regal,
• Build skills and sales.
• Boost knowledge and confidence.
• Keep customers coming back.
© 2016 Pet Industry Distributors Association. All rights reserved.