BarkBox Audience Targeting Success
BarkBox is a monthly subscription for dogs that includes themed toys and treats such as Space Jam and NCAA Football Teams. BarkBox has extended their offerings to Bark Super Chews (tougher toys to last longer), Bark Bright (health and wellness supports), and Bark Eats (customized meals for every dog’s nutrition needs). Any of these box subscriptions will be delivered to your doorstep on a monthly basis starting at $22 per month for a year long subscription.
I personally feel I fit the target audience of BarkBox perfectly. I often tell myself that I work so I can provide my dog with a better life. All jokes aside, the target market of BarkBox obviously includes dog loving owners. However, BarkBox has to be more strategic in order to gain and retain subscribers. Since most subscription boxes are wants and not needs, BarkBox targets adults who are in their late twenties to early forties who can afford the subscription, males and females (but does have a slight skew towards females since they are more likely to purchase subscription boxes), and adults that are single or married without children. BarkBox ships all across the United States so geographically BarkBox targets the United States and focuses on large cities where income may be higher. Finally, BarkBox targets people who have interacted with their website, social platforms or have searched for dog related items. In the short period of time I was on their website, the second I opened up my Facebook app I received an ad from BarkBox.
To market to BarkBox’s target market on social media, I personally would focus on the dog to human relationship. The platforms would be the perfect place for dog owners to come to primarily get entertainment and secondary get information on products that they can purchase for their fur babies. For entertainment, I would focus on funny videos, memes and other content that dog owners can relate to. To promote BarkBox’s products I would show dogs playing with the toys, enjoying the treats and even do a play on an unboxing video with the dog and owner.
BarkBox has a unique selling point because they are subscription boxes for dogs. They do have a select few products in store but the majority of sales are done online. BarkBox also focuses on the relationship subscribers have with their dogs. BarkBox co-founder Henrik Werdelin says it best, “Most people who buy the box, they want to make their dog even happier,” Werdelin says. “What we provide is the products that go into the box, the toys, but really what they are getting is an experience when they open the box together with the dog.” (Berthene, 2018)
It is extremely important for any company to know their target audience because when it comes down to it it will save time and money in the long run. The entire social media strategy, paid and organic, will depend on the target audience. With paid strategy, companies first want to make sure they are targeting the correct demographics (gender, age, marital status, etc.). Next, would be location (geographically where is your audience), if a company only services a certain part of the state they are not going to target the entire state, nationwide or internationally. Finally, psychographic (lifestyle, interest, personality and values) and behavioral (purchasing habits, spending habits, user status and brand interactions) are the final ways that companies can focus in on their target audience. This same target audience strategy can be used towards organic content as well. Knowing the target audience will allow companies to know how to speak to their audience and what will resonate with them on posts.
Sources
BarkBox. (n.d.-a). BarkBox. Retrieved October 16, 2021, from https://www.barkbox.com/
BarkBox. (n.d.-b). Where do you ship BarkShop orders? Retrieved October 16, 2021, from https://faq.barkbox.com/hc/en-us/articles/4402418286231-Where-do-you-ship-BarkShop-orders-
Berthene, A. (2018, February 7). Case study: BarkBox’s path to $150 million in sales — and profitability. Digital Commerce 360. Retrieved October 16, 2021, from https://www.digitalcommerce360.com/2018/02/06/case-study-barkboxs-path-150-million-sales-profitability/