Petsmart 2005 Annual Report Download - page 8

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Our three-pronged marketing strategy focuses on driving traffic, differentiating
the brand and increasing what customers spend in our stores, giving us the smart
advantage in an increasingly competitive environment.
We launched the most aggressive marketing initiative in our history,
repositioning our brand from “mart” to “smart,” promoting the
bond between pet and pet parent, highlighting our products
and services and telling customers why PetSmart is the best
place to find exactly what pet parents need.
PetSmart’s TV ad campaign resonates
with consumers, with USA Today ranking
one PetSmart TV ad among the top
ten most likeable and effective TV
commercials of 2005.*
An ad featuring Buddy, a dachshund
with a hankering for a loofah toy called
“Bo-Bo,” led to a 400 percent increase
in Bo-Bo sales alone, a strong
indicator of the advertising
campaign’s ability to
influence sales.
6
*USA Today,
Dec. 5, 2005