Nutrition Marketing That Advocates For The Consumer

You’re selling, selling, selling, but are you helping, helping, helping? When you put a fist in the air on behalf of your consumers and help them solve problems beyond, “What’s to snack on?” You gain loyalty and beat the guy next to you.

Video Transcript:

Hi, it’s Eric. So, at The Digestible brand, we live by this simple mantra: if you can reduce the confusion people have around food, you can gain loyalty and avoid becoming the dreaded commodity.

So, the other day I made a LinkedIn post and at the end I said, “Put a first in the air and stop being a commodity.”, and a lot of people really loved that. But what I was really talking about, just to be really clear, is put a fist in the air on the behalf of your consumers. More than two-thirds of people depending on the study say they want to eat better, but they just don’t know how. And a lot of food brands take advantage of that by throwing out the miracle claim, or the free froms, or whatever. And you’re doing two things, you’re not helping people, and you’re looking just like the guy next to you on shelf. So when they go on deal and you’re not, guess who gets bought?

So what could you do to really help people to reduce that food confusion? You gotta put yourself in their shoes. A lot of people want to lose weight, could your brand help people lose weight without necessarily becoming a weight loss brand? A lot of people are in the food rut, they’re bored with the items that they buy every week, they buy the same thing all the time. Could you curate a bunch of really cool foods that you’ve found and then work with those brands to deliver those foods to people? That might be interesting. Or, a lot of people are just snacking now instead of eating three square meals a day. Could you show them how you could combine your product with another to create the perfect snack that has a balanced macronutrient profile? You know, fats, proteins, and carbohydrates.

Think about that, give me a shout, maybe we could work on this together and reduce that food confusion for people by going beyond your product. That’s what’s going to keep you from becoming a commodity, and get that premium price for your premium product. All the Ps.

So, in the meantime, be digestible. And thanks.

Eric Kiker: Speaker

Author of The Digestible Brand: The Secret Sauce for Marketing Nutrition to the Confused Consumer

Agency Principal/LRXD
By | 2019-05-13T23:52:57+00:00 March 18th, 2019|Brand Positioning, General, Influencers, Marketing, Packaging, Retail Support|0 Comments

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