96% of people say they want to eat “healthy.” But, they’re actually baffled about what that really means.
People are confused when it comes to what to eat and why. So they bounce around from brand to brand and trend to trend. You will gain loyalty and get beyond impulse trial if you help them. And here’s where I come in. Yes, I’m a marketing guy with a full-service agency behind me (LRXD.com). Do I want you to hire me and us? Of course, and you should because we’re a bunch of brilliant, results-driven people. But instead of shouting, “choose me,” I’m gonna earn your trust by giving away everything I know about food marketing. So we can all win, starting with the people that need to win the most, your consumers.

Nutrition marketing that explains

What tiny little piece of confusion could you clear up for people? And how could that one little thing make a difference for your brand, leading to brand love? See how Lundberg does it.

Hey, it's Eric with the 30 Second Marketing Snack. A highly digestible brand and one thing they're doing, you might want to study. Lundberg Family Farms. There was a survey a while back, people were asked “What is non-GMO and what is organic?” And the majority had no idea, but Lundberg solves it all in one simple line. Organic is non-GMO and more. One point of clarification and one step higher toward brand love. So be digestible like Lundberg, and thanks.

Nutrition marketing that’s unapologetic

When a brand puts a fist in the air on the behalf of the brand, meh. But when you put a fist in the air on behalf of the consumer — oh man, now you’ve got something. So try that and watch all the good that happens.

Hey, it's Eric with the 30 Second Marketing Snack. Today, I've got Made In Nature. Man, if you go to their website, read their manifesto, you get all fired up. It's like we're unapologetically organic. You could talk like that too, just maybe try to flip it, you know, to a benefit for the consumer. Like, here's to being unapologetically awesome. It's just that simple. So be digestible, like Made In Nature, and thanks.

Nutrition marketing that solves not sells

How much would you surprise consumers if your brand started talking about trying to help people solve a bigger problem than just shoving something in their mouths? Guarantee your competitors aren’t thinking that way. Wanna beat em?

Hey, it's Eric. So I just got back from this unbelievable event put on by these people right here, Baby Bathwater. Exotic location, really successful entrepreneurs, and one key rule: no pitching, no selling, no marketing, and it was like, “Oh my God,” it was so awesome to get off of that hamster wheel and just have these incredible conversations with people who are trying to solve problems. So what you could do, what people could do is like, "Oh, I'm passionate about that problem. Maybe you're bringing this to that problem and I could bring this to [...]

Nutrition marketing that changes a life

Can a food brand change a life? Yeah, maybe — if the people behind that brand help a consumer navigate today’s confusing world of eating and nutrition. Can you even do that? I’d argue, yes you can. And you should.

Hey, it's Eric. And I'd like to just take a minute to tell you a little bit of a personal story. So eight years ago or so, I was not in good shape physically or emotionally really about myself, my body. I was 30 pounds heavier, I had high cholesterol, I didn't know what to do in the gym or in the kitchen or in the grocery store. And thankfully through a series of happy accidents, I got my you know what together. I discovered CrossFit and then Paleo and then Zone and then macro counting and then [...]

Nutrition marketing that tethers

What happens when you create a connection between your brand and your would-be consumer? You get some trust and dare I say, some brand love. Is it as simple as a game of tetherball? Maybe.

Hey, it's Eric. Today's word is tether. It's a word we don't use very much. And for me, that word reminds me of tetherball. It's a game that we had in our backyard growing up where the goal is to bat this ball that's on a rope that's connected to a pole, back and forth until you can get it to wrap all the way around the pole and touch. And that means you win the game. And the metaphor is you and your competitor and that ball is the consumer. And man, you guys are batting that [...]

Nutrition Marketing That’s More Complete

Here’s another great example of what a good move it would be to give consumers information that goes beyond the product. People are hungry for information, believe it or not. How can your brand help them?

Hey, it's Eric with The Thirty Second Marketing Snack, a highly Digestible Brand, and a tip for making it even better. IncrediPuffs. Look at this. This is great design, really amazing taste, but what I want to see them do is lean into the promise they make on the back. They promise to create craveable micro meals. A chip's not a meal, dude. But if they said, add some turkey, add some chicken, add some steak, whatever, you'd have a perfectly balanced meal. And that would help people. So be digestible like IncrediPuffs, and thanks. [...]

Nutrition Marketing That’s in the Conversation

Your product or an ingredient in your product can be demonized at any moment. And if you don’t take part in the conversation, the bloggers and media can destroy you or at least hurt your sales. Don’t let it happen — get in there and give ‘em your point of view. And win. I’m happy to help you, no expectations.

Hey, it's Eric with The Thirty Second Marketing Snack, a highly digestible brand, and a tip for making it even more so. That's it. Great name, great brand. It's fruit. So, the tip is a lot of people are demonizing sugar, and they're demonizing fruit right along with it. So they could say, "Hey. Instead of cutting out the fruit, supercharge the benefits it gives to your body just by adding fat and protein when you eat it." That's it. Be digestible, like that's it. thanks.

Nutrition Marketing That Doesn’t Assume

We food people and marketing people understand a lot more about our products than consumers do. So it’s easy for us to gloss right over something that could give people a new reason to buy. What cool little tidbit could you tell people that would increase sales?

Hey it's Eric with The Thirty Second Marketing Snack, a highly digestible brand and a tip for making it even better. Oloves. I love the name, the package, the flavor, the cheeky attitude. I'd love to hear them say, "Hey, everybody knows olive oil is the best fat around but this right here is olive oil's mama, and it's a whole lot more fun to eat." So, be digestible like Oloves, and thanks.

Nutrition Marketing From The Golden Circle

Simon Sinek talks about finding your “why.” But it’s hard, so here’s a quick example I came up within 15 minutes. Think about this; talk it over with your team or just call me and I’ll help you with no expectations. And I’ve got 35 other people at my agency who’ll help too.

Hey, it's Eric. You know, I believe that we in the food biz tend to say a lot of the same kinds of things. We talk about taste. We talk about guilt free snacking. We talk about free from. I argue that if you could put some time into figuring out three core statements about your brand, your what, your how, and your why, and really dial those suckers in, you could blow the doors off of your competition and reach what I like to call brand love. So instead of some esoteric advice about this, I would [...]

Nutrition Marketing Anyone Can Afford

Long gone are the days of media being only affordable by bigger brands. Today’s tools help us be extra smart — and frugal. So have a look at this video and if you’d like some advice, my media department is small, nimble and world-class. We’ll chat it up with no expectations, as always.

Hey, it's Eric. I'm out here in the vastness of Colorado and naturally my mind wanders on over to geofenced retailer support programs. Not too long ago, a smaller brand could never think of running media unless they had a tremendous amount of distribution and ACV all around the country, or at least in a region. But now, the cool thing is our new tools, and if you can find somebody sophisticated enough to use them well, you can drop little digital neighborhoods even around individual retailers. That's why I call it ... I don't call it a [...]

By | 2019-09-04T19:41:52+00:00 September 2nd, 2019|Branding, Media, Retail Support, Social Media|0 Comments