Natural Products Insider

NOV-DEC 2018

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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114 INSIDER November/December 2018 SupplySide West Preview The adage that assumptions are dangerous remains true to marketers in a fast-growing and highly competitive industry. Marketers better know what consumers want and need, what their challenges are and what inspires them to buy. Relying on stereotypes to provide all the necessary insight won't engage the target audience effectively. The key is to know differences and similarities of various target audiences. Brands should develop—and test—key messaging, then adjust campaigns based on data—not assumptions or stereotypes. Critically important is continued research and analysis of market data to uncover the real motivations that drive specifi c audiences. Also important is understanding the U.S. dietary supplement market. An analysis by CBD Marketing of online conversations from July 1, 2017, to July 1, 2018, segmented by audience and gender, further explained how key demographics look at dietary supplements. This analysis included more than 430,000 posts from social media platforms and blog sites. Dietary supplements and functional foods are an important market and touch on some of the most vital consumer needs— health and wellness, increasing energy and fi lling nutrient gaps. It is estimated by the Council for Responsible Nutrition (CRN) that about 71 percent of U.S. adults (more than 170 million Americans) consume one or more dietary supplements in some form on a regular basis. Even though Baby Boomers/geriatrics are seen by many nutritional supplement companies as the most opportunistic market segment, Gen X and Millennial consumers are enhancing their nutritional needs at a high rate. Top-line insights from the research include: Baby Boomers account for more than 40 percent of consumer spending and value the preventative and condition- specifi c health benefi ts of supplements. They also are concerned about artifi cial ingredients. Gen X, which is expected to triple its share of the national wealth by 2030, is most interested in how nutraceutical ingredients can be incorporated with food. Millennials, which make up about 30 percent of the adult population, love protein—but it has to be the right kind. Again, these insights just skim the surface. Delving into any of these audiences and their preferences would produce the kind of granular insights that help develop messaging and potential targets for a campaign. Using the Information Research is important, but how the research is used makes the difference between success and disappointment. Here are some initial strategic steps: Be careful with messaging: What specifi c words do people want to hear about a product? When it comes to dietary supplements, certain words will make people from a particular generation more interested, but would turn off people from another. Adjust for each generation: It's not just what a brand says but how it says it. While it's possible to fi nd commonalities that may work for everyone, a more successful route might be to tailor marketing and advertising to target a certain age group or subgroup within that generation. Pick the right platform: Generations split on social media—Facebook is a better bet for Gen X and Baby Boomers; use Instagram or Snapchat for Millennials. Look for the right infl uencers: Infl uencer marketing is important for some consumer campaigns, but it's critical an infl uencer connects with a campaign's most important audiences. Take a content test drive: Once an approach is chosen, work with the digital team to measure the response the website and social media content get. Use those fi ndings to optimize the content. Watch the news: It's vital to stay on top of conversations about a product and its competitors. Real-time social listening is an ideal way to catch these statements as they happen and monitor the ripple effect while also responding as needed. Keep monitoring! No matter what the demographic is, attitudes, beliefs and infl uencers will change. Social listening and analysis help to continually refi ne messaging, outreach and even product itself. Data on its own is not perfect and requires constant research and confi rmation. But it's light years better than relying on old assumptions. Lori Colman is founder and co-CEO of CBD Marketing ( in Chicago. She's been instrumental in developing brand and marketing strategies for companies in the health and wellness sector for more than two decades. Bob Musinski is a senior leader for CBD Marketing's PR and social media practice. With experience in strategic communications as well as the news media, Musinski draws on his knowledge of what resonates with key audiences to help clients build awareness, demonstrate thought leadership and, ultimately, drive sales. Social Media Marketing: Building Messaging Around Data, Not Assumptions by Lori Colman and Bob Musinski Social Media Marketing at SupplySide West Learn more about social media marketing from Lori Colman and Bob Musinski during the "Marketing Effectively & Legally via Social Media" Workshop on Thursday, Nov. 8 at 2 p.m. at SupplySide West in Las Vegas. Scan Here

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