Tag: Target Audience

The do’s and don’ts of marketing healthy food through social media.

Social Media and Digital campaigns can absolutely boost sales for food brands, even ones marketing healthy food. But not in the way we are used to. Brands must use social the way it was intended to be used—to talk TO consumers until they talk about YOU. In other words, talk to consumers in a way that gets them feeling more connected to your brand­­­ by demonstrating an understanding of what they to know, see, and experience. This shouldn’t be that difficult. They are very public. This has always been a challenge for brands, but it’s even harder on social....

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Marketing healthy foods in today’s fragmented world

If you are a marketer, you know the days of messaging to a homogeneous target and broad/umbrella are gone. In order to break through and make a real connection today, all brands must understand this super-fragmented communication landscape. They need to leverage their available platforms to meet consumers right where they are and pinpoint the right message for that particular medium. That is no easy task, even when marketing healthy food.   We now live in a world where consumers are becoming increasingly complex; gender lines are blurred, stereotypical roles have been turned on their heads…and yet the expectation...

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Healthy Food Marketing Trends: There’s a more exciting way to find out what’s next

Marketers can spend a fortune on research when they are trying to uncover what health minded consumers will want next, or perhaps just take a quick trip to a city that’s always a few steps ahead.   For example: Portland, Oregon. Simply taking a walk in this trend zone might make research more robust and more exciting than merely looking at the latest statistics.  Healthy food marketing research just became more fun.   Coffee Portland takes their coffee really seriously (so not the place for those in a hurry!), and they know that high quality coffee is what consumers want....

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Strategic Consumer Segmenting in Healthy Food Marketing

As marketers, in the most basic sense of the term, we’re tasked with meeting consumer demand with the supply of a particular product or service. But we know our roles are so much more than that. With the influx of digital technologies that give us the capability to capture more and more data than we ever could have imagined, it seems that our jobs in healthy food marketing are becoming more and more difficult. This feels especially true when segmenting consumers into strategic targets. While digital media has afforded us the capability to target consumers 1 on 1, we...

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