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 that problem and we can help solve it together.” So is that marketing, is that selling? I don’t know. I don’t think it’s just semantics. I think that’s something different. So when I think about what might be your biggest problem or one of your biggest problems in the food world, it’s the marketing hamster wheel, man.

How do I get off of that thing? It’s such a big line item expense. It’s so constantaneous and I got to push all the time. What if you could talk to your consumers as though there’s an issue that you are both trying to solve? Let’s say it’s healthier eating or a healthier life or more confidence that you’re not going to get sick and die. Would that be a little bit different and would that help you get off that marketing hamster wheel and have your customers look at you as something different than a brand with a product that’s trying to sell? I don’t know, grist for the mill. Thanks for listening. Be digestible as always, and thanks.

Eric Kiker: Speaker

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

Agency Principal/LRXD

Leave A Comment