Why User-Generated Content Crushes Polished Ads

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Hannah Keyser, Vice President of Marketing at Scenthound. Scenthound is disrupting the pet care industry by creating a membership-based model focused on routine hygiene and wellness care for dogs - addressing a gap between traditional grooming (focused on aesthetics) and basic health maintenance that every dog needs. Through their innovative franchise model and community-driven marketing approach, they've built a scalable business that transforms how pet parents think about dog care while creating viral sharing opportunities around pet health "report cards." Topics Discussed: Building a test-and-learn marketing philosophy across multiple channels Creating viral sharing mechanisms through pet health report cards Balancing national brand marketing with local franchise support Developing community-based marketing strategies for pet care services Managing marketing for both corporate locations and franchise partners Leveraging the emotional connection between pet parents and their dogs Scaling authentic community engagement across diverse franchise locations