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Author Topic: Itchmo in the news again  (Read 2255 times)
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mal
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« on: October 01, 2007, 06:29:24 AM »



When the blogosphere mobilized in early 2007 around the tainted pet food that reportedly led to thousands of animal deaths, brands had an opportunity to get it right about an emotional subject -- the well-being of pets. But as news about which brands were affected trickled out from the source, Menu Foods (the manufacturer relied on by many brands), and the Food and Drug Administration, it was a missed opportunity for marketers.
Victoria's Secret Pink: A lifestyle brand that targets its consumers with well-timed and relevant content.
Rather than engage pet owners, most brands let "amateurs" at sites Pet Connection, Itchmo and The Pet Food List, among others, do all the organizing and talking -- and organize they did. Pet Connection even offered live blogging of the food-safety hearing in the House of Representatives.


http://adage.com/cmostrategy/article?article_id=120729




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shibadiva
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« Reply #1 on: October 01, 2007, 09:04:56 AM »

A few of the big PFCO's were quick to jump into the void with heavier TV and magazine advertising, and of course their representatives were watching the boards.

Rather than more spin and, heaven forbid, YouTube advertising of happy dogs and cats scarfing corn kibble, we'd like to see them deliver quality ingredients and quality processes. But that's not what the article is about.
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JJ
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« Reply #2 on: October 01, 2007, 07:21:52 PM »



When the blogosphere mobilized in early 2007 around the tainted pet food that reportedly led to thousands of animal deaths, brands had an opportunity to get it right about an emotional subject -- the well-being of pets. But as news about which brands were affected trickled out from the source, Menu Foods (the manufacturer relied on by many brands), and the Food and Drug Administration, it was a missed opportunity for marketers.
Victoria's Secret Pink: A lifestyle brand that targets its consumers with well-timed and relevant content.
Rather than engage pet owners, most brands let "amateurs" at sites Pet Connection, Itchmo and The Pet Food List, among others, do all the organizing and talking -- and organize they did. Pet Connection even offered live blogging of the food-safety hearing in the House of Representatives.


http://adage.com/cmostrategy/article?article_id=120729





Last sentence in this article said: The lesson here. Keep your ear to the ground, know what your consumers care about, day by day, and proactively provide relevant content.

We all know too well that not a one of the pet food mfrs. did any such thing and for the most part still don't. All still lay low waiting for this pet food fiasco to just blow over and all of the former customers to get back to buying their food to continue their obscene profits. Profits by selling the cheapest containing ingredients, most non-nutritional no value food they can make in vast amounts. With fancy new wrappers to 'fool' those into thinking this is a new food.

Bravo to all those who refuse to fall for any of their spin doctors and propaganda makers. Continue to do what you find works the best for your beloved pet and let them all go out of business since they 'just don't get it, nor do they care'.
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