PetSafe® Brand
Building a pet brand the world trusts
Radio Systems® Corporation is a leading manufacturer of pet products with a family of brands including SportDOG® Brand and PetSafe® Brand. PetSafe® Brand is a global pet brand that develops, manufactures, and markets pet behavioural, containment and lifestyle product solutions.
Headquartered in Knoxville, USA, the company distributes to over 50 countries worldwide and has an annual revenue of over $360 million.
Our partnership
“Build the PetSafe® Brand and drive sales of the product range via trade partners in key markets – UK, France, Australia, Canada, Japan and China.”
- The client-agency partnership has spanned over 10 years, developing from initial creative support in the early stages, to now being a fully-integrated international campaign and communications partnership delivering across the PetSafe® Brand key global markets.
- As an agency, we have immersed ourselves in pet ownership, product market trends and consumer behavioural traits to develop marketing initiatives and tactics to extend PetSafe® Brand awareness and positioning.
- We have organised focus groups in Japan and China, where it was discovered that the UK design style was preferred over a typically Chinese or Japanese design. This has helped to shape our approach to marketing the products in these territories.
- We have worked in collaboration with the PetSafe® Brand International Marketing team to develop a strategic, brand-led marketing approach. As each country is at a different stage of market maturity, they required a country-specific strategic and tactical approach to meet their commercial objectives.
Our partnership
“Build the PetSafe® Brand and drive sales of the product range via trade partners in key markets – UK, France, Australia, Canada, Japan and China.”
- The client-agency partnership has spanned over 10 years, developing from initial creative support in the early stages, to now being a fully-integrated international campaign and communications partnership delivering across the PetSafe® Brand key global markets.
- As an agency, we have immersed ourselves in pet ownership, product market trends and consumer behavioural traits to develop marketing initiatives and tactics to extend PetSafe® Brand awareness and positioning.
- We have organised focus groups in Japan and China, where it was discovered that the UK design style was preferred over a typically Chinese or Japanese design. This has helped to shape our approach to marketing the products in these territories.
- We have worked in collaboration with the PetSafe® Brand International Marketing team to develop a strategic, brand-led marketing approach. As each country is at a different stage of market maturity, they required a country-specific strategic and tactical approach to meet their commercial objectives.
The delivery
“We advise on PetSafe® Brand communications strategy and create tactical campaigns to build international awareness of the PetSafe® Brand and product portfolio.”
- We have focused on tactical and commercially driven activities to develop the PetSafe® Brand into an internationally recognised product.
- We manage the PetSafe® Brand PR and social media teams across all relevant markets, working with local partners to deliver activity adapted to market structure and consumer traits. We support this activity with a number of promotional campaigns, all focused on growing PetSafe® Brand awareness and perception with pet owners in each country.
- We support PetSafe® Brand exhibition activity, including stand design, collateral support and promotion for key events around the world.
- We act as an integral part of the PetSafe® Brand international marketing team to give day-to-day advice and guidance in relation to international, multi-channel marketing strategy and planning. This close collaboration includes creative input and concept production.
- Distributor and retail partner trade networks are firmly embedded with the PetSafe® Brand, and there is continual focus on in-store communication which we found to be a cornerstone for revenue growth in each of the key markets.
The delivery
“We advise on PetSafe® Brand communications strategy and create tactical campaigns to build international awareness of the PetSafe® Brand and product portfolio.”
- We have focused on tactical and commercially driven activities to develop the PetSafe® Brand into an internationally recognised product.
- We manage the PetSafe® Brand PR and social media teams across all relevant markets, working with local partners to deliver activity adapted to market structure and consumer traits. We support this activity with a number of promotional campaigns, all focused on growing PetSafe® Brand awareness and perception with pet owners in each country.
- We support PetSafe® Brand exhibition activity, including stand design, collateral support and promotion for key events around the world.
- We act as an integral part of the PetSafe® Brand international marketing team to give day-to-day advice and guidance in relation to international, multi-channel marketing strategy and planning. This close collaboration includes creative input and concept production.
- Distributor and retail partner trade networks are firmly embedded with the PetSafe® Brand, and there is continual focus on in-store communication which we found to be a cornerstone for revenue growth in each of the key markets.
Kind words and warm applause
“We’ve been constantly impressed with the agency’s ability to produce high-quality and commercially-driven creative work. The wider team’s support over the years has been invaluable for us as a small internal team, and has given us the capability to extend the PetSafe® Brand to a larger market. From day one we’ve enjoyed our partnership with Upp and look forward to continuing working with their fab team to achieve even greater success.”
Angela Critchley, International Marketing Director, Radio Systems® Corporation
Kind words and warm applause
“We’ve been constantly impressed with the agency’s ability to produce high-quality and commercially-driven creative work. The wider team’s support over the years has been invaluable for us as a small internal team, and has given us the capability to extend the PetSafe® Brand to a larger market. From day one we’ve enjoyed our partnership with Upp and look forward to continuing working with their fab team to achieve even greater success.”
Angela Critchley, International Marketing Director, Radio Systems® Corporation
Ready to start your journey Uppwards?
If you need an outside perspective to understand how great b2b marketing thinking can help your business get to the next level, then let’s talk.
Ready to start your journey Uppwards?
If you need an outside perspective to understand how great b2b marketing thinking can help your business get to the next level, then let’s talk.