Navigating the Changing Media Landscape: The Importance of Press Coverage in the Pet Industry

Clayton interviews Rachel Spencer, a seasoned pet business coach and journalist with a rich background in media. Rachel shares her journey from journalism to the pet industry, sparked by her unexpected adoption of a lively dog named Daisy. She discusses the evolution of her career, highlighting her passion for helping pet businesses gain visibility through effective publicity strategies. The conversation delves into the changing landscape of media, the importance of storytelling, and the challenges of imposter syndrome faced by many entrepreneurs. Rachel also introduces her online community, "Pets Get Visible," which offers support and resources for pet business owners looking to enhance their marketing efforts. KEY TAKEAWAYS Transition to the Pet Industry: The journey into the pet business often starts unexpectedly, as illustrated by the experience of adopting a dog and discovering a passion for pet-related content and services. Importance of Visibility: Gaining visibility in the pet industry is crucial for business success. Utilizing various platforms, including traditional media and social media, can help businesses reach their target demographics effectively. Accessibility of Media Coverage: Getting press coverage is more accessible than many believe. With the right approach, businesses can secure media attention without needing to pay exorbitant fees, making it a viable option for small pet businesses. Community Support: Joining a supportive community, such as a visibility group, can provide valuable resources, coaching, and a sense of belonging, helping individuals overcome self-doubt and gain confidence in promoting their businesses. BEST MOMENTS  "I help people with visibility and getting themselves out there really and getting the pet businesses noticed." - Rachel  "There's been so much change and I think with online, there's a huge demand for online." - Rachel  "If you're actually looking at like a demographic angle, it is still the right way to go." - Rachel "I think it's kind of like can be looked at as being quite like unfunky to be in the newspaper compared to TikTok." - Clayton HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.  Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors