My Dogs Bark for BarkBox
My dogs get super excited when the BarkBox is opened each month. Their wagging tails and their dog smiles say it all. My wife’s curiosity is sparked as she carefully slices open the seals of the box with a knife. The toys are all different each month. I mean, they’re absolutely unique toys that we cannot find anywhere else.
This month, my dog Felix is chewing on a magician’s top hat, while my dog Nacho is chewing on the rabbit from the magic show. The toys that somehow survived the last month are tossed to the side as the new toy have stolen their interest.
My wife never has to go to the toy store to get toys and we get a nice suprise every month. The boxes also come with treats, of which we never run out. Last night, I asked my wife why she chose BarkBox for two reasons. First, I was curious as to how she found BarkBox. Secondly, I had to write about BarkBox for my homework assignment today.
What I found, while also looking at the BarkBox website, is that this is a service that is completely targeting adults with dogs. If we were to put a name to the profiles they are marketing to, we would call them “Convenience Carol” and “Money Conscious Marty.” Aside from targeting the emotional aspects of making the customer’s dogs happy, the company also highlights convenience and savings.
Convenience Carol does not want to add extra time to her day to drive out to a pet store, deciding which toy to get her dog. The convenience of once a month delivery save her the time she would have spent driving to the store, the time she would have spent looking for a toy or new treat, and the time she would have spent repeating the process multiple times per month.
Money Conscious Marty, who will be delighted to know that he is getting “over $40” worth of dog toys and treats for only $23 a month. Money Conscious Marty shares some of the convenience traits as Convenience Carol, but he’s more excited about the money saved over the amount of time saved.
Not only does BarkBox highlight the convenience and the savings, the company also touts its ever-changing themes. Each month is a different theme, with different types of toys, and the customer never gets bored. The company, as also seen in the commercial above, promotes the point of the excitement of the dogs as they see the new toys revealed from the box.
These selling points and target audiences are very important to develop as the ability to target the marketing of these profiles on social media is important to have a high return on investment (ROI). Making sure that the social media advertisements are effectively targeted is very important to this objective as well.
A couple of months ago, my wife said that she would stop her subscription to BarkBox, as we have way too many treats (we give the dogs treats everyday and we haven’t even opened up December’s treats). The variety of the toys is what has really kept her subscribed to BarkBox. Next month, we can expect a new theme with new toys. The convenience, the savings, and our dogs’ happiness have kept us on board with BarkBox.
