As consumers, time spent at our grocery stores can sometimes be confusing and awkward. We don’t know who we want to be, what we want to eat, who we should trust. Will we like our new friends? Will we get made fun of for eating them? Will they be nice to our stomachs? What we really need is a brand to sit us down, make us feel comfortable and tell us what’s what. You know, kind of like Mom used to.
As far as I’m concerned, Mom was the first great marketer. For roughly the first 12 years of our lives (for some people, this number may be much larger…) she was the guiding light for how we acted, what we learned, how we lived and what we ate. She knew all. She never led us astray. Her word was gold. Not a bad resume.
So, how can we use mom-inspired strategies to help your nutrition brand reduce confusion and succeed on the shelf? If your mom is/was anything like mine (and of course she is/was, because all moms are the same), then here are a few steps you’ll likely relate to:
- Make something everyone will love
Big duh, right? But we all remember going to certain friend’s houses in hopes that their mom would make that one special recipe – the one food that was so craveable and unique that we would sit through even the most uncomfortable family dinner conversation for it. If your product doesn’t meet this requirement, then scrap it, find something that does, and keep reading.
- Take responsibility for your consumers’ health
You eat eggs for breakfast. You eat ice cream for dessert. You always eat your vegetables. We remember these crucial nutrition rules because Mom explained them to us. As a nutrition marketer, now it’s your job to responsibly market when and how to enjoy your product so that your consumers can enjoy it in a way that will leave them without a tummy ache or buyer’s remorse.
- Pimp homemade
Tell a mother that you enjoy her meal and you’ll likely get one of two answers:
- “Oh yeah, I worked really hard on these store bought _____.
- “Thank you! It’s an old family recipe, that I made from my own garden! It’s so easy to make. All you do is…
In short, if a mom has made something from scratch, they will talk your ear off about it. If not, they never take credit (though they will accept praise). If your recipe is scratch-made, organic, farm to table, etc., then by all means, sell the crap out of it. If it isn’t, that’s fine too. But your consumer will always be appreciative of your honesty.
- Share your recipe (but make sure you make it best)
Moms love to show off their recipes (within reason). In a society that continues to crave transparency on the shelf, maybe you should too. Look to successful brands like RX Bar and others for new ways to demonstrate just how nutritious and real your product is, but keep your “secret sauce” that only you can achieve to yourself.
- Facebook like a mom
Ever wonder how the woman who birthed you can somehow be the first to comment on every picture, post and comment you dare to share online? Sure, it can be a little unnerving to have some crazy lady posting your old prom pictures on your wall unexpectedly, but coming from a brand, a little bit of quirky personal attention can be nice. If someone posts a comment on your page, don’t be afraid to respond promptly and with character. Your fans will appreciate feeling like they’re speaking to a real person, rather than a faceless bot.
Ok. Go give your mom a big hug. And as always…
Be digestible. And thanks.