Marketing Innovation
Redefining Crisis Communications as “Communicating”, A Marketing Communications Makeover
The term “crisis communications” sounds big and scary. It makes you think of a recall of a dangerous product, FTC (Federal Trade Commission) problems or an attack by an attorney general. It requires preparation and thoughtful, informed handling, and should not be taken lightly. I’ve seen a shift in the impact of communication, however, and ...
Building Trust Through Transparency
We have a running joke here at The Shelton Group about using the title “Strategically Disrupting the Transparency-Synergy Paradigm, Authentically.” Indeed, transparency has officially entered overused buzzword territory, and often means as little as all those other buzzwords. But we’re still highlighting it in the work we do for our clients, because they are all ...
Can Content Marketing Really Grow Sales?
Way back in 2001, well before the practice of providing content to potential customers had a name, I was fortunate enough to work for a company whose marketing program still stands as one of the finest examples of growing sales with content. What type of cutting edge company arrived so early to the content party? ...
Industry Involvement and Marketing
2015 has been an extraordinarily challenging year for the dietary supplements industry, between legal challenges, scores of negative news reports, and substantial questions about industry practices from members of the U.S. Congress—and the year isn’t over. There are a lot of conversations taking place among members of the industry about what changes need to be ...
The Art of Marketing Your Science
Successful products have science behind their marketing; good marketers make sure to avoid common pitfalls. Science drives supplement sales. When the body of science confirming benefits reaches a certain point, sales take off. Most recently curcumin has enjoyed “overnight” success. A decade ago, it was omega-3s. Consumers want to know that there are established benefits ...
Engaging Customers With Video
As companies who have turned to content-based marketing strategies have learned, good storytelling is the key difference between successful campaigns and those that fail to find an audience. Several elements go into creating a good story: an intriguing topic, the right details, and an engaging voice are all necessary for success. When planning a marketing ...
Measuring Marketing Success with Online Brand Analytics
Measuring marketing results can be a tricky business, with some aspects being more quantifiable than others. When it comes to identifying what marketing activities are working and what needs to be rethought, the key is to leverage the measurable activities in your plan to give a more holistic picture of how well your marketing strategy ...
Fostering Customer Loyalty for Long-Term Growth
Customer loyalty: every company needs it for growth and long-term sustainability, but some are better than others at earning it. Let’s examine what it is, and the best ways to obtain and nurture that loyalty. Customer loyalty is part logic and part emotion. A customer’s ability to logically evaluate product quality and value is the ...
Kid Twists on Adult Products: Creating a Story of the Unexpected
Adult gummy vitamins, energy jelly beans, vitamin C lollipops, all of these dosage forms and more are helping to drive sales in the supplement space. What is appealing about them? Certainly, they help with “pill fatigue,” an ever-present issue in this category, but beyond that, I think they offer something unexpected. A twist on the ...
The Search for the and Natural Holy Grail: Sweeteners and Colors for Beverages
“Mom, why are there vegetables in my Vitaminwater?” came the question from my 7-year-old son reading the ingredient statement as we drove to soccer practice last week. (Yes, as a food scientist, I am one of those moms who constantly points out which ingredients are real, and which are not in the vast array of ...
Don't Miss Out!
Industry Professionals
Stay Informed!
Stay informed about the latest health, nutrition, and wellness developments by signing up for a FREE subscription to Nutrition Industry Executive magazine and digital newsletter.
Once subscribed, you will receive industry insights, product trends, and important news directly to your doorstep and inbox.
Featured Listings:
