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Aquarium Shops

Aquarium Shops. Swimming with the Fishes. Fish Fanciers. There were 7.2 million American households that owned fish during 2012, an increase of approximately 100,000 from 2011. Households with children tend to have more fish as pets

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Aquarium Shops

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  1. Aquarium Shops Swimming with the Fishes

  2. Fish Fanciers • There were 7.2 million American households that owned fish during 2012, an increase of approximately 100,000 from 2011. Households with children tend to have more fish as pets • Of the total pet population (excluding dogs and cats), approximately 73% of it is fish. • Fish owners skew younger, and are less educated and less affluent than the universe of all pet owners; plus, they are more likely to be regular social media participants.

  3. No Recession for Pets • Since 2002, total US pet industry expenditures increased a staggering 80% from $29.5 billion to an estimated $53 billion for 2012. • Even during the height of the Recession (2008–2010), Americans increased their spending on pets by 11.9%. • According to a Forbes Magazine article, 92% of pet owners stated that they spent the same or more on their pets during the worse years of the Recession.

  4. Swimming with the Current • Freshwater fish are the largest category of pets in the US, with 151.1 million; dogs and cats combined are approximately 164 million. In addition, there are almost 9 million tropical fish as pets. • Although the typical aquarium store is local and independently owned, “big-box” stores and the major retail pet store chains sell a large number of fish, accessories and supplies. • The interest in custom aquariums for businesses and residences is, in large part, due to the viewership of the TV shows, Tanked on Animal Planet and Fish Tank Kings on the National Geographic Channel.

  5. Aquarium Advantages • The beauty of an aquarium has become a major decorative item and a focal point in many homes. • Gazing at the languid movements of fish is a form of relaxation therapy, helping to reduce stress after a long, tiring day. • An aquarium is an excellent alternative for people who live where dogs and cats are not permitted. • An aquarium in the home is educational for children, learning responsibility and the science of fish and their natural habitats.

  6. Fish Futures • As the GenX and Millennials generations replace Baby Boomers as the new and emerging pet consumers, retailers will have to communicate with them through the Internet, social media and mobile ecommerce. • Younger generations are more skeptical, consumer and tech savvy, have shorter attention spans and don’t view brand loyalty as being as important as the older Baby Boom generation. • Online pet products purchasing is expected to increase, as these supply companies entice consumers with free shipping and significant discounts, specifically for pet medication.

  7. Advertising Strategies • Show aquarium shops how your station’s programming reaches households with children that are part of the growing fish-as-pets market. • Help advertisers craft messages that stress the benefits of an aquarium in the home or business. • Assist advertisers in creating spots to show the beauty of aquariums and with calls-to-actions that drive young adults to aquarium shops’ social media pages.

  8. Advertising Strategies • When planning a television ad campaign, the most effective strategies for fish and aquarium stores are commercials that focus on one specific item or service not currently promoted by big-box competitors. Messages aimed at solving a customer's problem, such as fish health or aquarium maintenance products, will encourage fish owners to visit a store for professional advice and supply purchases. • Aquarium shops can leverage the power of television to reach the growing number of consumers interested in adding a pond into their backyard landscape. As experts in the aquatic field, retailers should use TV to demonstrate and promote their knowledge in building, stocking, and maintaining residential water features.

  9. Advertising Strategies • Television also helps retailers reach business owners and increase awareness about how aquariums improve worker productivity and client satisfaction. Ads can also showcase pre-packaged aquariums and plants or other products that make tanks more visually appealing and enhance fish health. • To entice new customers, use TV ads to encourage in-store traffic with introductory discounts, exotic aquariums not available elsewhere, tank set-up services, and buy-one-get-one-free offers. TV gives advertisers flexibility in their promotional campaigns and stimulates in-store traffic during special sales, new product offerings and expanded services like aquarium installation and maintenance.

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