Here's a glimpse of what you'll learn:
- [01:28] How Peter Kenseth’s pet insurance background influenced his career in the pet care industry
- [03:10] Unique challenges and opportunities witnessed at SuperZoo post-pandemic
- [07:21] How consumer trends in human nutrition eventually find their way into pet nutrition
- [11:23] Adapting a purpose-driven approach to product innovation and marketing
- [15:35] The increasing demand for social responsibility and sustainability in business practices
- [17:14] Why companies should seek external perspectives for accurate market assessments
- [29:53] How Peter started the Petworking podcast and what it aims to accomplish
- [44:49] The advice that shaped Peter's approach to challenges and growth opportunities
In this episode…
The pet industry is vast and evolving, presenting both familiar challenges and unexplored opportunities. But how do you navigate a market that's as affectionate about its consumers as it is competitive? Does simply providing a unique product suffice in making a tangible impact?
With over 15 years in strategy consulting, Peter Kenseth dives deep into the role of expert marketing intelligence and how it can make or break a company's strategy. Drawing from his extensive experience in the pet industry, Peter shares how customized research and industry trends are pivotal for businesses to stay ahead. He highlights the evolving consumer trends in pet care and the shift toward purpose-driven business practices. His approach emphasizes adapting to consumer demands and the importance of external perspectives for business growth, whether you’re a startup or an established manufacturer.
In this episode of Marketing Tails, Mark Bevington interviews Peter Kenseth, Vice President and Managing Partner at Maia Strategy, about leveraging market insights. Peter explores the value of continuous industry research, the rise of purpose-driven products, and the growing emphasis on corporate social responsibility. He provides strategies for understanding customer perceptions and how to utilize AI strategically.
Resources mentioned in this episode:
Quotable Moments:
- "If you're a responsible pet owner, you should have pet insurance."
- "It's very easy to get stale, and nobody wants to work with somebody who's not pushing themselves and trying to get better."
- "If you ever lose that desire to learn and to challenge yourself, you get stale."
- "Are you leveraging the full value of AI if you're the one putting data into your AI model?"
- "Don't tell me there were stormy seas; just tell me the ship made it home."
Action Steps:
- Engage in continuous industry research: Keeping your finger on the pulse of the industry can reveal emerging trends that could affect your business.
- Prioritize customer insights: Conducting win-loss analysis and blinded customer research can reveal invaluable feedback not captured through direct interactions.
- Leverage third-party consultation: An external consultant can provide a clear, unbiased perspective on your market, competitors, and customer behaviors.
- Stay open to learning: Don't get complacent; constantly look for opportunities to enhance your skills and knowledge.
- Utilize AI strategically: Artificial intelligence can be a powerful tool but requires expert interaction and input to unlock its fullest potential.
Sponsor for this episode
This episode is brought to you by Ninedot.
Ninedot is a digital marketing agency specializing in UI/UX and web design to grow your business.
Our growth-centered team provides web design, web development, user experience development, graphic design, and SEO to maximize scaling.
We are humbled to call Pet Food Experts, Animal Care Centers of NYC and Potter League – some of the world’s growing and most-established brands – our clients.
We’re excited to build a relationship with you.
If you’re ready to turn your underperforming website into your best sales tool, go to Ninedot.com or email us at hello@ninedot.com to learn more today!