[Viewpoint] The Cat's Meow

A recent study of pet owners by BizRate Research may bode well for the pest control industry, but it should give men cause for concern. The study, commissioned earlier this year by Shopzilla, an online shopping search engine, indicated that 56 percent of women feel their pets are more affectionate than their partner. If that weren’t disturbing enough news, 45 percent of women think their pets are cuter than their partner, double the response of their male counterparts, indicating women have a deeper emotional connection with their pets than men, according to the researchers.

In other intriguing findings from the study, as reported by the Center for Media Research:

• 73 percent of female pet owners report they are more inclined to date or marry someone who also has a pet

• 72 percent of women pet owners report their pets make them happier than their jobs

• 70 percent of female pet owners feel their pets reflect their personality.

As the only male in a household of three women and an overweight, albeit incredibly "cute" cat, I always had a sneaking suspicion that "Tigger" was the favored male in the Moreland household – an observation routinely denied by my wife and two daughters. But now my longtime suspicions have been confirmed. You can’t argue with cold, hard facts, particularly from a leading e-commerce research firm.

As a man I find the results of the study a bit disturbing, but as the publisher of an industry trade publication serving the pest management industry I’m going to put my bruised ego aside and point out to our readers that the BizRate research represents a significant "behavioral targeting" opportunity for pest management professionals.

If, as the data indicates, pampered pets are becoming women’s priority versus their partner, adjusting your marketing materials to tap into this "hot button" issue for female consumers is simply smart business. Promoting the benefits of your flea control service or your company’s sensitivity to the health and well-being of pets could go a long way towards attracting and retaining female customers, improving your company’s bottom line and endearing your pest control firm to a large percentage of the U.S. population. Remember, research indicates that women make 80 percent of all consumer purchasing decisions. God knows what men are doing when all of these important buying decisions are being made, but they’re clearly not in the loop, so why not take advantage of their inaction by tailoring your message to women?

And before it slips my mind, don’t forget to do one final thing. As your technicians are leaving the homes of the scores of female pet owners you secure as a result of adjusting your marketing efforts, ask them to take a moment to say a kind word to the "man" of the house. He could use the positive reinforcement.

The author is publisher of PCT magazine.