Petsmart Charities - Advertising and Media Spend
After extensive research through industry-related websites, media platforms, and financial and annual reports, a breakdown of the advertising and media spend for PetSmart Charities does not appear to be available in the public domain. However, the research team was able to gather valuable insights about the overall advertising spend and marketing efforts by the organization. Below is a summary of the key findings.
- PetSmart Charities advertising spend for the fiscal year ending 29 January 2017 was $1,127,071.
- PetSmart Charities advertising spend for the fiscal year ending 28 January 2018 was $1,929,487.
- The organization uses mobile location data and insights through GroundTruth, to target potential pet adopters.
- PetSmart Charities has collaborated with SPARK to launch an international TV marketing campaign known as “Sponsored by You.”
- The creative campaign by PetSmart Charities and SPARK focuses on appreciating people who have donated to the organization.
- PetSmart Charities holds National Adoption Weekend events four times annually and uses hashtags such as #picme and #iadopted to promote the events.
- PetSmart Charities has an active Facebook, Twitter, and Instagram account, which have 314,946 followers, 53,500 followers, and 46,800 followers respectively.
While we found the overall advertising spend for PetSmart Charities, there was no publicly available information that provided a breakdown of the organization’s marketing and advertising spend. In addition, there was limited information when it came to the organization’s marketing strategies and online advertising platforms.
We first looked at the organization’s website and reviewed the available resources such as the financial and annual reports. However, we did not find a breakdown of the marketing and advertising spend by the company. Instead, we found the overall advertising spends. We then looked at media platforms, such as PR Newswire, MediaPost, and Pet Product News. However, we did not find any useful information. Instead, these sites focused on the several donations made to and by PetSmart Charities.
We then attempted to look at conferences and events where PetSmart Charities was a participant. We looked at events, such as the Pet Partners Conference and SXSW. We hoped that we could find mentions regarding how much the organization spends on advertising on different marketing channels. Nevertheless, we did not find relevant information. These events focused on issues such as advocacy and the benefits of having pets.
As a last resort, we attempted triangulation. Since we had the annual advertising spend of the organization, we aimed to calculate the breakdown of its marketing and advertising spend by looking for data points such as the percentage of PetSmart Charities’ overall advertising spend that goes into different marketing channels. However, after looking at sources, such as AdWeek, Forbes, and Business Wire, we did not find any useful data point that we could use for triangulation. These sources focused on the organization’s usage of Facebook in encouraging pet adoption without any relevant data points. For these reasons, we concluded that a breakdown of the marketing and advertising spend by PetSmart Charities is not available in the public domain.