Women make the vast majority of health and nutrition purchasing decisions, and they are much more likely to be the primary caregiver of children and elderly family members.1 It just makes sense for health and nutrition brands to understand how, why, and where they search for information.
Many health and wellness marketers lump all women into one huge category, making sweeping generalizations about their habits. Some of these stereotypes are particularly presumptive, such as, “Women want to be part of a club,” “Women make more emotional purchasing decisions than men,” or “Just make it pink.”
As a woman, an athlete and a marketing professional, I’m here to tell you there are dozens of categories of female consumers in the fitness industry alone. From Millenials to Baby Boomers, serious athletes to moms who are trying to shed a few pounds, outdoor enthusiasts to Soul Cycle enthusiasts: Women are not of one mind.
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 →
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:
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:
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:
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:
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:
4 obstacles to innovation and how to overcome them
I can’t tell you how many times clients say that they want to “think outside the box”, when in reality they just want to tweak the same old solutions. Why? Because those solutions are safe.
Nutrition and wellness brands are particularly susceptible to safe thinking because they want to gain consumer trust. The impulse is to stick with what works. But today’s digital consumers are easily bored and content hungry. To engage them, creativity is a necessity, not a luxury.