Marketing Nutraceuticals to Millennials
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Marketing Nutraceuticals to Millennials
BrandHive Capabilities
• Branding agency
• 60+ years experience with natural lifestyle consumer
• Full range of strategic and creative services
• Business-to-business
• Business-to-consumer
• Brandhive.com
• Brandhive.com/buzz
Marketing Nutraceuticals
• Emerging markets
- Healthy lifestyles’ most targeted shopper
• Female
• Ages 40-55
• Health aware
• Well-educated
• Above average income
Marketing Nutraceuticals
• Emerging markets
- Functional products industry is maturing
- New opportunities moving into focus
- New consumer needs are emerging
- New generation of healthy lifestyle enthusiasts
Marketing Nutraceuticals
• Emerging markets: Millennials
- Over 100 million
- Control $500 billion in spending
- Ages 19-32
- All races
- Independent thinkers
- Connected (technology enables their preferred lifestyle)
- Socially wired
Marketing Nutraceuticals
• Emerging markets: Millennials
– They want CHOICE
– Define themselves through their choices
– Open-minded and value diversity
– Not homogenous
– Delaying traditional steps
– Want to be heard and understood
Marketing Nutraceuticals
• Emerging markets: Millennials
– Attitudes about health and wellness
– Facilitating chosen lifestyle
– Mix and match approaches
– Customized to needs
Marketing Nutraceuticals
• Emerging markets: Millennials
– Unique relationship with brands
– Inundated with marketing since birth
– Cost/risk balance
– Value private label alternatives
– See behind the curtain
Marketing Nutraceuticals
• Emerging markets: Millennials
– Fashion brand averse
– Suspicious of brand motives
– 50% motivated most by user-generated content (UGC)
– Prefer niche brands
Marketing Nutraceuticals
Marketing Nutraceuticals
Marketing Nutraceuticals
• Emerging markets: Millennials
- Tactics: • Tell them a story • Engage them • They live in a socially connected world • 80% are on social media • They share with friends online 24/7 • Share videos, 3D animations,
mobile apps, cartoons • Allow them access to your brand
Marketing Nutraceuticals
• Emerging markets: Millennials
- Tactics:
• Facilitate and enable sharing
• Highlight User Generated Content (UGC)
• Provide online learning
• Help them share online and offline
Marketing Nutraceuticals
• Emerging markets: Millennials
- Tactics: Make it mobile
• Daily digital lives (web access, social media) are mobile
• 77% have a smart phone
• Mobile app development has matured
• Portable devices must be crucial part of digital strategy
• Responsive design
Marketing Nutraceuticals
• Emerging markets: Millennials
- Tactics: Make them feel it
• Want to connect emotionally
• Want to feel good
• Happiness can foster brand leverage
• Coke’s “Open Happiness” campaign
• Be part of something bigger
Marketing Nutraceuticals
• Emerging markets: Millennials
- Tactics:
• Engage them
• Evoke emotion
• Happy is good
• Life is good
• Things can be better
Image from Clinique’s “Happiness” campaign
Marketing Nutraceuticals
• Emerging markets: Millennials
– Don’t think proactively about wellness
– Must be informed and inspired
– Open to natural alternatives
– “Natural” is meaningless
– “Authentic” is powerful
– “Transparency” is powerful
Marketing Nutraceuticals
• Emerging markets: Millennials
– Focus on core needs
• Energy
• Mental focus
• Performance
• Fulfillment
– Accessible benefits
– Personalized experiences
Visit us at brandhive.com
Related Documents
