How should I market healthy food and nutrition products?

After more than 30 years representing best-in-class health and nutrition brands, here’s what I know for sure: Influencers change. Promotional channels evolve. But companies that base their marketing on proven strategies enjoy the most overall success with their healthy food and nutrition products.

Whether we’re preparing a guest expert for an appearance on The Today Show or arranging for a client to be interviewed by a publication with millions of readers, we follow the same SAM 6® six-step marketing process. It’s not a one-size-fits-all formula but rather the necessary foundation for even the most highly customized promotional campaign.

Marketing is not just advertising and in-store signage. It’s not a one-and-done article in a major magazine. Nor should you stop after creating a robust digital presence. I’ve seen too many brands with great potential, plummet into oblivion because their marketing wasn’t well structured. I don’t want that to happen to you! Today, there’s a renewed emphasis on strong strategy, backed by informed data. If you skip fundamental marketing, you risk getting steamrolled by your competition.

Sure, we can all point to cases where it appears a few great media placements led to an overnight success. But there’s almost always a behind-the-scenes story in which the promotional mix channels have been actively populated for many years. When the key influencer finally latches onto the product’s story, the market is primed and ready. What the rest of us witness as a one- to two-year phenomenon has actually taken five to ten years to create. That’s our job at Media Relations Agency.  

We’ve helped hundreds of companies with the process of reaching and teaching their primary market segments at the right time, using the right channels with the right messaging about their products. Time and again, our publicity successes – supported by trusted marketing advice – have helped build clients’ products and ingredients into highly profitable, well-known brands.

Today, when we start talking with health and nutrition companies about representing them, one of the first things we do is to encourage them to read “The CEO’s Guide to Marketing.” This best-selling, award-winning book quickly teaches them to become smarter marketers. It gives us a common language. And when we start working together, we can skip the common pitfalls (such as wasting budget on messaging that’s not on point or that won’t pass legal and regulatory guidelines) and aim directly toward the desired results!

For example, understanding the dynamics within each promotional mix channel helps us fine tune our messaging, our messengers and other elements of our approach. This is the best way to ensure that each audience is receptive to learning about these products. It also helps us build layers upon layers of positive, informative media stories. It’s essential to start building awareness and credibility by getting your product into as many relevant conversations as makes sense.

Good things happen when there’s not a panicked rush to make them happen overnight. Your PR campaign must be rooted in realistic expectations. We develop long-term relationships with our health and nutrition clients. I welcome the opportunity to talk with you further about potentially working together. Call 952-697-5210 or click here to request your free consultation with me.

Written by Mike Danielson

Mike is a visionary and a trusted marketing mentor for many well-known companies within the health and natural products industries. He has an impressive mastery of marketing. He thrives on using his 30 years of experience and good instincts to manage campaigns that have measurable impacts on clients’ bottom lines. Focused and driven, Mike excels at client service and creative development. “I try to help everyone equally. Some will become clients and even long-term friends.” Many also benefit from his extensive connections within the health and nutrition industries. Clients who work with Mike typically comment about how much they learn from him. Mike comments, “I enjoy teaching people how to use solid marketing principles vs. a gut feel when selecting promotional channels. I’m willing to spend long hours helping navigate through all of the other actions that comprise a well-integrated marketing campaign.” Faced with any obstacle, Mike will fight for a win. He admits, “I get nervous if there aren’t barriers to accomplishing goals.” His cause for celebration is when his team’s hard work pays off in great earned media coverage, long-term client relationships and referrals.

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