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 →
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.