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Writer's pictureB.Massey

BarkBox Fetches a Diverse Target Market

Learn how BarkBox stands out from the competition using social media to market their unique selling point.


Dog owners range in all ages, genders, and races, which can be an opportunity for companies who make dog treats and toys to market their products to a diverse group of people. The ultimate American nuclear family image a few decades ago was a Mom, Dad, 2 kids, and a dog. Over the last twenty years, the family dynamic has changed and it is not uncommon to see human kids being replaced by doggos. BarkBox is a company that is targeting the modern family with its monthly subscription of high-quality dog toys and healthy treats. The target persona for BarkBox is dog lovers who want convenience, high-quality products, and ultimately, they want to make their dogs happy.


In order for a successful marketing campaign to occur, a company needs to know their target audience before they begin to craft an appealing message. BarkBox does an excellent job targeting their dog-obsessed customers by taking a bite out of the unexpected. Their social media accounts are what sets them apart from their competition by incorporating witty and engaging posts, and by sending out surveys asking their customers exactly what they want in dog treats and toys. In 2020, BarkBox introduced a clever social media campaign for National Squirrel Day, where squirrels took over all of their social media channels and held them for ransom (for nuts). This unusual campaign was a huge success, that created a lot of user-generated marketing and customer engagement. Not only does weird marketing make a product or company stand out, but it also wakes people up from their comfort zones. BarkBox can also be found outside of the box in a partnership with Target. Target sells BarkBox dog toys individually for those who want the in-store shopping experience and on their website. Partnering with Target was a powerful marketing move because they expanded BarkBox’s market reach and opened the door to competing with mainstream dog toy companies found in the big chain stores.


After sniffing out the diverse mail-order dog treat market, there are other ways in which BarkBox can continue to expand market share and promote their product in a different way than the competition. Gen Z will soon make up the modern family dynamic, and they typically have a different outlook on how they buy and what is important to them in comparison to BarkBox’s current target customers (those who are in their late 20s up until retirement age). Marketing to Gen Z-ers will not only ensure the continued success of BarkBox, but it will create future customers. Gen Z-ers are currently between the ages of 13–25 years old and according to research done by Segmanta, they have a much different relationship with their pets in comparison to millennials and baby boomers who treat their pets like children. Unfortunately, many Gen Z-ers suffer from anxiety and mental health issues due to the increased pressures from society, the expectation to be the best in everything they do and especially how they appear. Many Gen Z-ers are attending school online or working from home, which increases their time spent with Fido. BarkBox has an untapped opportunity to market their products to this generation in a way that can ease anxieties by making sure Gen Z-er’s animals are having the best and healthiest products on the market. Tik Tok is the platform that Gen Z-ers can be found on the most, and the perfect platform to post videos showcasing BarkBox’s products making both dogs and humans happy.


After researching BarkBox for this blog, I decided to sign up for the 6 month subscription for my dog Francis. I definitely fit into the targeted demographics for a monthly subscription for dog treats & toys. I am middle aged, work from home, mom of two active kids and obsessed with my dog. Lately, I have been extremely busy with work, school, and driving my kids to all of their activities, I have not purchased a toy or treat for my dog since last Christmas! Francis and I are excited to receive the first box, which includes a free Halloween costume, and it should arrive within the next week. I will be sure to post an honest review of the BarkBox products on my social media channel once they arrive, and if the subscription is worth the $27.69 monthly fee.

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