marketing to get them there. The sad
truth is there are a lot of consumers who
love to buy made in the USA—that is, until
they have to spend a dollar more for it. So
we think it is important to build real value
to capture those customers. We also make
sure our American flag with “made in the
USA” is clearly displayed on all pOp for the
customer to see.
Czarnota: Considering the demand for
USA-made products has only increased,
it’s vital that we continue to promote an
exploding category in the dog treat industry. Our marketing efforts have shifted to
promote our USA-made products on all
channels including social media, email
marketing, giveaways and even packaging
design. With the latter, in particular, we
want to make sure the placement of our
Made in USA logo is the first thing that
catches the consumer’s eye.
Gao: it is very important to promote the
fact that our new line of products is
made in the USA to consumers. There is a
market segment of consumers that want
to purchase made in the USA, and some
are willing to pay a premium for them due
to the perceived increase in quality and
economic benefits to the country. We
convey our made in the USA message on
pack, online, in-store, on our displays and
in our advertising.
Ison: people want American-made goods
because they feel they can trust them.
So it’s very important for Einstein pets to
come across as honest and transparent
in our claims. Finding that audience is important. We tell our story on our website
and through marketing of products that
our four-legged family member, Abbey,
is more than a dog. She is a big part of
the family! We place a lot of focus that
our products are more than a treat—they
have a function and are crafted right here
in the USA.
We want consumers to know that our
products were created out of love for our
pet and passion for your pooch’s overall
well-being—made from scratch in small
batches because we value your four-legged family member’s health—inside
The pet care audience is nuanced and
complex, and not all messages work on
all ears. it’s not so easy to wave the flag;
it’s important to educate your sales force
and retail partners about the best way to
communicate with the consumer.
McCracken: For us at planet Dog, promoting
made in the USA is very important. All
our toys are made with pride in America,
one at time, under strict quality-control
guidelines. We work hard and invest into
making sure our products are safe, and
communicating that is key. We use several
channels to communicate our commitment to made in the USA, including pOS,
emails, hangtags, website, trades, etc.
Morrison: Certain shoppers are only interested in purchasing USA-made products.
So, to appeal to them, it is vitally important that your packaging quickly convey
that message. Customers are used to
seeing American flags in the top corner of
packages, so conforming to that convention makes it easy for customers to
quickly notice them.
Riccardi: We think it is important to let our
retailers and customers know that our
products are made and sourced in the
USA. not only because it is one of our core
values, but because it conveys a sense of
quality and safety. We advertise “made in
the USA” on all our print advertising, use
the Made in the USA symbol on all our
packaging, and even use little American
flags at tables and booths when attending
“I think customer propensity to buy products made in the USA is not just about
patriotism. The Made in the USA label implies a certain level of quality and
safety to most consumers.”—Trevor Crotts of BuddyRest and Pup IQ
Pet Ventures, maker of Pet ’n Shape brand products, has shifted its marketing efforts to promote
its USA-made products on social media, email
marketing, giveaways and packaging design.
The placement of the Made in the USA logo was
designed to be the first thing that catches the
consumer’s eye, said Ashley Czarnota.