New Hope Network State of Natural & Organic - 2022 Expo East

Highlights

Below are a few highlights from the New Hope Network Key Note presentation at Expo East, September 2022 - State of Natural and Organic with Carlotta Mast, Nick McCoy and Kathryn Peters.
 

• Top trends: sober curious, upcycling, purpose driven climate solutions, functional food
• Functional F&B continues momentum across categories
  • Top growth categories: Beverages, Desserts, Snacks
  • Hot functional conditions: Hydration, Energy, Focus, Digestion, Sleep
• Theme: how do we all prosper while we build a healthy and just industry (business) while helping the plant regenerate. The earth needs our help.
• By 2023 with natural and organic eco system will be $300 Billion dollars
• The Covid boost - consumers tried all kinds of natural and organic products during the pandemic to stock their pantry or fill a need where the conventional shelf was empty. That introduction has opened their eyes to a better-for-you world of products.  Realizing taste and function are there for them and changing their behaviors.
• Across all retail outlets, shoppers continue to buy natural products at an increasing rate (62%) and outpacing other product sales growth in conventional 38%
• Post pandemic online sales are slowing with 59% of 21 sales coming from Brick and Mortar retailers. Consumers want that in-store experience and ability to discover new products.
• Private label products growth is 50% faster than national brands - consumers are trying new items based on PL value. If a brand competes with a PL product it could mean that if the brand keeps their price = to the PL consumers will look/buy/try the brand's product - opening up new customers.

The Ultimate Cheat Sheet To Uncover Consumer Triggers & Identify Your Target Consumer.

Brand positioning creates clarity and guidance around what you do and who you serve.

It also defines to your target consumer why you are the best company for them and gives them reasons to believe in you and your products. Knowing your target audience is an important step to building the right messaging that connects with your customers and that connection builds engagement, conversion, loyalty, and ultimately advocacy. And that is something every brand owner is looking to achieve.

When you know your customers, your most loyal fans, then you can smartly craft specific messages that will connect with them right away. Your goal is to be focused on your Ideal Customer and then start to build look-alike customers to expand your reach.

I am sharing two exercises that you can do to identify your target audience. One is outlining the key identifiers to understand what is driving your consumers to purchase or not purchase. The second exercise is to conduct Validation Calls with your customers. These calls are In-depth, real-time conversations you have with your current and potential customers - consumers and retailers. You can uncover insights, fears, concerns, challenges, wants and needs of your target market.

You can download the workbook “The Ultimate Cheat Sheet To Uncover Consumer Triggers” that provides more details and offers you a space to brainstorm and outline your Ideal Customer. Enjoy.

Read the full article in the Brand Guide Journal.

Starting the creative process for any branding or marketing project in your business can be a daunting task - if you let it. But if you have a roadmap and outline of what you need and your expectations you can manage the process with ease and have a little fun while you do it.

The job of a creative brief is to provide insights to help the creative team - graphic designer, copywriter, artist, web designer, or social media manager. You want to provide the right amount and the right data points for the team to provide you with “on-brand” creative and content that is consistent and authentic for your business. Don’t let your creative brief be a data dump of research and information that the team needs to sift through. Provide concise info that will help them gather the insights they need without getting too far into the weeds.

Download the Creative Brief Template to help you down the path to your best creative development.

Read the full list of recommendations and insights on the Brand Guide Journal.

Setting your marketing budget can be challenging and you don’t want to play with your business money like it is Monopoly money. It is important to set up a budget with key objectives so that you can prioritize and measure your success. Where do you start?

1. Start with your marketing strategy - what is your plan of action to attain your company vision and mission

2. Set your marketing budget

3. Prioritize your marketing tactics

Be realistic with the tactics and resources you are allocating - people and dollars. What categories of marketing tactics are most important to connect with your target audience? I have included a downloadable excel spreadsheet that I have bucketed the different categories you should consider for your business. When determining your priorities look at this as an evolving process, not a one-time exercise. Your marketing strategy should be focused but it is also a test and learn model. You should always be learning and adapting to what is and is not working.

Read the full list of recommendations and insights on the Brand Guide Journal.

Understanding the journey your customers take from your brand being an unknown, to brand loyalty can be a winding road. The goal is to invest in each turn along the journey and invite your consumer to hop in for the ride. What is paramount for any brand is to build products and experiences that connect with your customer. It is these experiences and touchpoints that engage consumers and keep them coming back for more. Building lasting relationships that shape your brand and bring loyalty and advocacy to the forefront are critical in today’s market.

You have your packaging design consistent and “on brand” now you need to create packaging specific to each product. I’ve created a checklist that will help you think through all the details for your product label. Use this document as a starting point to be sure you have all the right information related to the FDA requirements and also to allow your Company “Reasons to Believe” statements and brand voice to be consistent and encourage purchases. I’ve include FDA Guideline links and be sure to add elements that are specific to your company and your products. Make this checklist your own.