a few months ago Red Galvin (1978) decided to turn his career around: one more for a multifaceted professional who began as a graphic designer and held the position of international marketing manager for several years at Ozone Gaming. Now, from the direction of Piensos Kome, he is trying to succeed with a differential proposal in the field of To learn a little more about him and his plans for Kome, we have interviewed him.
After 7 years as Marketing Manager of a gaming company, you decide to move into the world of pet food. Why this change? How did you come up with the idea?
The gaming world is an exciting industry not only for what it represents in itself, but in the way of working for it, it is a sector in which its public is always up to date, long before you, the vast majority are digital natives and that forces you to be always informed, always looking for a way to consume your content and everything you want to communicate.
The world of pets on the other hand is a sector that encompasses a larger audience, much more aware. This is something that had been calling me for a long time, I wanted a new adventure and I was clear that I wanted him to be responsible, so I started studying and finally decided to work with the biggest protagonists of the internet, dogs and cats.
What were the first phases of the project like? What were the main difficulties in getting it off the ground?
Bearing in mind the lack of business culture that we have in Spain, I have to admit that I have been quite luckyhas been a natural process, with ups and downs and setbacks, but generally quite controlled.
There was a very intense first stage that consisted of documenting myself on the entire petfood sector, suppliers, etail, distribution channel, commercial policy, etc. And the first phase arrived, ask me a lot of questions about what I wanted to do, what position did he want to occupy, how was he going to create a responsible brand, how did he want to communicate, what type of commercial policy did he want to use, etc.
From there everything was shot, the brand name appeared and everything in my head began to take shape. No one ever told us what it was like to start a business, but the feeling I had when I received the first sample of feed and the first packaging… that is indescribable, it is yours and it is there, it exists.
What CMS did you choose for Piensoskome.com? Why?
We were analyzing many, Prestashop, WooComerce, etc. We finally decided to work with it, it is a platform with a very long history and it seems designed for people who are not experts in all aspects of digital.
With Shopify you can publish Facebook or Adwords campaigns without leaving your own platform, it has an acceptable metrics panel, it even reflects the attributed means of the conversion. For a person with limited resources and who needs to have a “digital team” that they cannot have, Shopify is a perfect platform. They also have a very professional support team. For now I am happy with the choice.
Come on, convince me. Why should I buy from Piensos Kome?
The answer is not that you buy KOME Feed, it is that take care of your pet as much as you take care of yourself. Every time we want to eat better, we look for more natural foods and we start to run away from everything processed, do the same with your pet.
From there, if you want to buy KOME, I guarantee you 100% natural food, without GMOs or palm oil, artificial additives, etc. Made in Spainwe work with ingredients from the region, thus reducing the carbon footprint. And the most responsible part and that we like the most, We donate 10% to associations and pet protectors.
What do you think differentiates you from your competitors? Why do they choose you?
There are two fundamental points.
- The communication; We have created a much more fun space. Our packaging has nothing to do with that of our competition, we extrapolate that way of communicating in all channels, we make quality food but we also we love to laugh with our pets.
- Our commitment to associations and protectors; The lack of aid from organizations and brands in the sector that these organizations suffer is surprising.
What are pet owners like as customers? What type of profiles are the most common among your customers?
They are great, they are people who try to give their pets a very worthy life, it is wonderful to be able to deal with people with that kind of sensibility. Usually They are very aware they consider their pet one more in the family, without humanizing it, but without belittling it.
Our most common customer profile is the pet store. We work a very careful distribution channel, With a very solid pricing policy, it is important to maintain a balance between all KOME sellers, regardless of whether the sale is online or local.
What are the best-selling products? Why do you think they are more successful?
The 12 kg Adult Chicken and Lamb format and the Chicken and Cat Tuna. The first because it is the most standard for a dog that does not have intolerances or allergies, it is a very well balanced composition, with Omega 3-6 and condoprotectors, it is a commitment to the well-being of the dog.
The second is a very balanced feed for sterilized cats, a very good caloric balance for this type of cat with little physical activity, as domestic cats tend to be. But success comes from the taste: there is no being in the world capable of making a cat eat something if it doesn’t like it.
What kind of marketing actions have you carried out so far? Which ones have worked best for you?
Marketing is essential at the stage that KOME is currently in. We are obtaining very good results at the user and store level with the product and its positioning, so we have to invest in reaching more users who give us the opportunity to explain our project.
We work with a mix of digital media (social + adwords) and we combine it with different actions that include . For example, at the end of the month we appear in the Vivadogs and Vivacats boxes: more than 3,500 Spanish users will receive KOME samples and there is also a group of influencers who are already presenting the product.
Imagine that you could travel back in time: what advice would you give to the Red of 2009?
Let him try, that the worst thing that can happen to you is that he learns a lot.
Let’s do a bit of futurology: what headline would you like to read in Marketing4eCommerce in a year?
That the legislation regarding the treatment of animals is tightened. That the companies that dedicate ourselves to this, we also begin to take responsibility for the well-being and feeding not only of the pets that have been lucky but also of those that have not.
And already for dreaming, because KOME joins the set of companies from Malaga that come to invoice 10 million euros per year. That dreaming is free ^^
And a little more difficult: imagine that we jump forward in time: how do you imagine pet feeding in 2023?
Of much higher quality, the power of the internet is also to educate, more and more of us are betting on a much more balanced diet. In 2023 there will be no one who considers that a pet food that is around a price of one euro per kilo is of quality.
Quick Quiz:
- What is the first social network you open in the day? Instagram
- iOS or Android? Android
- App or website? Web
- In which eCommerce and how long ago did you make your last online purchase? In , about two months ago.
- And it was? This computer I’m typing on ^^
- Last book read? (worth ebooks)
- Recommend us a series of fiction Years & Years
- What website have you seen lately that has surprised you for good?
- What is your favorite thing to do that has nothing to do with digital? I really like painting and everything that has to do with art. Now I am really enjoying restoring furniture.
- Let’s spin a magic chain: Which acquaintance of yours (from another company) do you think we should interview? Why? To Jose de It was one of the first stores that trusted us and we really discovered a team of professionals in the pet sector, who have taught us a lot about the peculiarities of online sales in this world. In addition, they are the first online pet store and have been operating since 2005, it is a benchmark.
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