Health and nutrition companies that want to connect with their target customers must stop generalizing about who their audience is and get real. Learning to define comprehensive Customer Personas is the first step.
Customer Personas are fictionalized characters that marketers use to bring audience segments to life. Personas dig deeper than traditional customer profiles, because they are based on research, industry insights and core customer values. For instance, rather than marketing to a woman in her 40’s, a health or nutrition brand that uses customer personas would market to Janelle, a 40-year-old office professional that works out 3 times a week, supports environmental causes and prefers cooking her own meals to dining out. Continue reading →
If you are a dog owner or another kind of four-legged owner, you understand how important our pets are in our lives. They are a dominant part in our families; they make us feel happy, make us laugh, they snuggle with us, we walk with them, they connect us with other people. There are also positive side effects in having a pet, lifts our mood, feel less lonely, reduces stress, and etc. Clearly we understand how important our pets are to us. Continue reading →
Don’t overlook a big opportunity based on misconceptions
Marketing health and wellness products to the boomer generation may seem like a no-brainer. They are proactive consumers who are motivated to do what it takes to stay active and vibrant as long as possible. They also have a lot of spending power—over $1 trillion annually. Continue reading →