Marketing Innovation
Why Digitally Native Supplement Brands Are Disrupting the Market
The pandemic has been a change catalyst for the supplement industry. Beginning in early spring 2020, supplement brands shifted their short-term focus from sales and marketing to maintaining inventory and protecting their supply chains. Both legacy and emerging supplement brands experienced unprecedented growth. The 2019 conversation about CBD ended abruptly and switched to immunity. An ...
Is Your Brand Still Relevant in the Ever-changing Supplement Market?
We pose this question about supplement brand relevance in the middle of a pandemic—at a time when sales of supplements are at all-time highs, and the issues for many companies center on maintaining inventory and protecting the supply chain rather than worrying about sales. In truth, supplements as a whole have never enjoyed such relevance ...
Looking Beyond Generations for Consumer Insights on Supplements
Although you’ve probably heard otherwise in the media, let’s start with the obvious: not all Millennials are alike. And yet, time and time again we are asked by dietary and herbal supplement companies, “What do Millennials want?” This question often comes from the mindset that Millennials act as a single group. It’s like asking, “How ...
The ROI of Transparency
During the past 10 years, organizational transparency has become an increasingly important idea for companies conducting business in the United States. In the world of dietary supplements, functional foods and beverages, promoting transparency is a critical component of any brand and also of ingredient suppliers. But what we have learned from our research and our ...
Why Successful Supplement Brands Don’t Lead With the Science
Science is critical, but when everyone is making the same claims, science becomes the cost of entry—and just noise to the consumer. If there is a single rallying cry I’m helping our clients in the dietary supplement space get on board with, it’s “Don’t lead with the science!” I speak about this topic from a ...
Rebranding
Considerations for a Company Update Companies choose to rebrand themselves for many reasons. The most valuable reasons include updating a corporate identity to better communicate the company’s mission or to better reflect the way an organization’s offerings have changed over the years. These types of projects, rooted in solid business acumen tend to pay off ...
Learning About Customer Loyalty
Paul Mansour is staring at a concrete block wall painted in patchwork hues of blue. “We’ve got to get this repainted. We have a big customer visiting in two weeks and it looks like a mess.” The different shades of blue mark the spots where Paul painted over graffiti during his first weeks as plant ...
The ROI of Knowing Your Audience
There are many names for the people you’re trying to reach as a nutrition industry marketer. You might call them your audience, your customer or your target market. You think about this group often because without them, all of the objectives you set and plans you put in place cease to serve a purpose. As ...
Want to Build a Cohesive Brand? Start With the Cornerstone
Want to get the rest of the conference room nodding in agreement and believing you must have taken at least one correspondence course in marketing over the years? Simply point out that the upcoming campaign should have a cohesive look and feel across all of its components. Easy, right? A cohesive brand represented the same ...
Get Your Content Marketing For Free!
There are all kinds of things wrong with the title of this article. First, while the content marketing strategy you may be considering for your business doesn’t involve buying media from outside sources, it’s not really free. It’s some of the most labor-intensive, yet worthwhile, work you’ll do to promote your business. Second, the title ...
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