5 Ways Millennials Shop (and How It Affects Health and Nutrition Marketing)

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Out with the old, in with the new is the mantra when branding today’s Health and Nutrition products. That’s because a whole new generation of shoppers are changing the rules.

There was a time when the Baby Boomer generation dictated what was on store shelves, but today, the biggest influencers in the food markets seem to be the Millennials. I happen to be one of the nearly 80 million Millennials (also known as Gen Y) born between the early 1980s and the early 2000s. I definitely agree that there is a difference between how we shop and the more traditional way Baby Boomers shop.

Here are 5 things Health and Nutrition Marketers should know about the buying habits of Millennials: 

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Creating AdWords Campaigns for Your Health Nutrition Brand

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6 simple ways to improve your Google marketing ROI

I recently took a Google Marketing class to learn more about Search Engine Marketing (SEM) campaigns. I wasn’t there to learn how to create a campaign—though the refresher on best practices was nice. My main goal was to make sure I was spending my clients’ dollars wisely. Some brands have large budgets and others have very small budgets, but they all want the best return on investment. So, I wondered, how much money does it take to run a really effective Google AdWords campaign?

The answer: You don’t have to spend a lot of money on Google pay-per-click advertising, but you do have to invest the time to make sure you have the right strategy.

Here are 6 ways to create a more successful AdWords campaign:

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Keeping Your Health Nutrition Marketing Ahead of Trends

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3 new ways to market in the digital world

After recently attending the Direct Marketing Association in San Diego, I found out that not only am I not behind on current trends, I actually know much more than I even thought. I left breathing a very big a sigh of relief. These days it’s hard to know what we know, so moments like these are priceless.

As always, marketers are searching for their niche in an increasingly overcrowded, noisy market. What I discovered is too many brands are trying to be everything to everyone. A better approach is to simplify your Health Nutrition brand’s main marketing message and share it more effectively in the digital world. Here are 3 ways to do that:

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Organic SEO Marketing for Health Nutrition Brands

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4 ways creating natural content is like selling organic products

As Health Nutrition marketers we don’t often consider the difference between SEO and organic SEO, but it’s important to remember they are not the same thing. Basic SEO is about manipulating content to ensure that search engines can read it. Organic SEO is about writing quality, targeted content to ensure that the right people read it. It’s like comparing brand name tomatoes to the organic varieties. They share similarities, but the natural approach always results in a more satisfying product. Here are 4 reasons the same is true for organic SEO:

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Marketing Your Health Nutrition Product as Non-GMO

Can using an industry buzzword help boost your sales?

Everywhere I go these days, it seems someone is talking about GMO’s. Consumers are concerned that scientists have genetically altered their food and for good reason. Although genetically modified foods are based on the natural model of breeding out unfavorable characteristics, the process is complicated and slightly mysterious. Health-conscious people want assurances that the foods they buy are made the way nature intended, and GMO’s are anything but that.

“Non-GMO” is a word that seems to put consumer fears at ease. Using it on your product label could be the key to driving more sales. Here’s why:

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Marketing Sports Nutrition Products to Everyday People

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Is broadening the scope of your health nutrition brand a good idea?

The majority of sports nutrition companies that market products like energy bars, powdered supplements and sports drinks have traditionally, and almost exclusively, targeted professional athletes. That trend seems to be changing.

According to an article by Stephen Daniells of nutraingredients-usa-com, leading OTC company, Swisse Wellness is now focusing on what they term  “a premium quality sports nutrition range designed for everyday men and women who lead busy, active lifestyles.”

The article also cited a 2013  report by Packaged Facts that suggested sports brands could improve profits by focusing on casual athletes such as fitness walkers and yoga buffs.

I  can appreciate the need for companies to expand their offering to keep growing. However, as a professional athlete and a veteran marketer, I can’t help but wonder
if some of the brands that follow suit will run the risk of diluting their marketing messages. And will the added sales be worth that cost?

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Improve Your Health Nutrition Marketing with Clear Communication

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4 ways to improve how you connect

There are hundreds of health and wellness influencers out there, and they are all trying to figure out how to reach your target audience. Content marketing is a great way to carve a niche for your brand. Unfortunately, it isn’t cut and dry. Content marketing can be frustrating when you aren’t seeing measurable results, and you aren’t sure if your efforts are worth it. They are! You just have to stay on target, use the right tone, and be sure that you are speaking to the appropriate audience.

Here are 4 ways to help your brand’s message break through:

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Take Your Health Nutrition Marketing Back to the Basics

Grassroots Marketing5 grassroots tactics that can refresh your brand 

Many Health Nutrition marketers (including myself) have been so focused on digital engagement strategies lately that they may be forgetting the obvious: Health-conscious consumers respond to brands that are genuine, honest, and community-focused. These are all qualities that you can talk about online, but when it is time to demonstrate those qualities, it is time to go offline.

Lately, I’ve been considering the impact Grassroots Marketing can have for Health Nutrition brands. Grassroots Marketing is true engagement marketing because it challenges you to simply and directly connect with your target audience in the places where they work, eat, shop and relax. I’m convinced that now is the time to refocus on strategies such as this. Marketing at a street level will help build interest and trust in your brand, and it will give you even more to talk about online. How can you lose?

Here are 5 ideas for getting back to basics with Grassroots Marketing:

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Unique Tactics for Health Nutrition Marketing at Trade Shows

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Or, what I would do to market my booth at the Arnold Health Festival

The Arnold Sports Festival happens in Columbus the first weekend in March every year. With over 800 health nutrition exhibitors competing for attention, I can’t help but have trade show marketing on my mind. I wonder, how many of those companies are advertising their booths at local, health-related businesses before and during the event. I know I would. Thinking outside of the walls of the expo is an inexpensive way to advertise a health nutrition brand, and a great way to target the types of visitors you want. Here are 5 local places I would consider for marketing my booth: Continue reading

Guerilla Trade Show Marketing for Health Nutrition Brands

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3 ways to create a stir and drive more traffic to your booth

Participating in trade shows is a great way to create a buzz around your brand, but it can also be expensive and time-consuming. If you’ve ever prepared for a trade show, you know how many man-hours go into making your booth “just right”. That’s why it is especially disappointing when you don’t garner the traffic you expected.

I have been attending the annual Arnold Sports Festival (www.arnoldsportsfestival.com) in Columbus, OH for 10 years now. Every year, I am struck more and more by how difficult it is for trade show booths to grab attention. The sports supplement category is highly competitive, as is the health and wellness industry in general, so it is critical to find unique ways to set brands apart. At the Arnold Sports Festival, the booths that get the most traffic aren’t just hanging better banners—they are creating an experience.

If you are participating in a trade show like the Arnold Sports Festival, you can’t stand around giving out fliers with your URL and hoping to see results online. It’s time to focus on winning your customer in the real world with these no-hold-barred guerrilla marketing tactics:

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