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A Roadmap to Successful Brand Marketing
October 20, 2010
4 Min Read
by Linda Roxanne Bryer
The rules of the road to launching a new product or ingredient are more stringent than ever before. Its important for marketers to be prepared when the rubber meets the road. Following specific rules ensures a smooth ride down the road to market success. And the two critical elements to remember: Science Tells the Story, and Education is the Key.
When entering the fast-paced, crowded highway of the natural-products racetrack, it is essential to have substantiation for all marketing claims before theyre released. This applies to every aspect of the branding/marketing process, including labeling, packaging, collateral materials, any and all online content, sales sheets, brochures, shelf talkers and even the product name. All must be as regulatory compliant as possible. This is not an option; it is critical for success.
Several years ago, FTC presented a course at Santa Clara University of Law titled, Lessons from the FTC: Red Flags & Green Lights for Advertisers. FTC was up front about the fact the agency is watching, listening and lying in wait to catch companies making false claims about a product or disparaging remarks about competitors. Agency speakers said they consider it their job to keep a vigilant watch and then make an example out of whomever it was they singled out, or whatever product they seized. They also made it clear as to culpability: the manufacturer, of course, but also the store that sold it, the advertising agency that promoted it, and even the media source that published it. FTC is seeking to ensure every party involved in the climb on each rung of the ladderfrom concept, to branding, to launchis held accountable.
That being said, FTC admitted the agency does not have enough personnel to accurately monitor all media all of the time. They confessed this daunting task was especially difficult to perform on the millions of websites regarding health products on the Internet.
Their advice to marketers was to ensure any marketing claims, selling points or promotional statements are substantiated with hard, cold facts. The more scientific those facts are, the better the chances of being OKd by regulatory agencies and gaining credibility from consumers.
To this end, assembling an expert road crew can help smooth the road to success. Among those parties:
An established, trusted testing laboratory that utilizes reliable analytical testing tools.
A reputable manufacturer that follows and adheres to GMPs (good manufacturing practices) every step of the way from raw material control to finished product release.
A label expert who knows the precise language allowed by law for acceptable labeling.
An excellent sales force that accurately portrays the health benefits of the product, making only claims that can be proven with scientific documentation and research.
Expert writers to create marketing and sales tools that are easy to understand, and do not include any overstatements or claims, nor mention diseases by name in any collateral pieces or online.
An attorney trained to stop any red flags before they go out in any statements about products or ingredients.
An articulate spokesperson to help educate people about the benefits of the product. This includes retail store managers and staff, and any and all consumers who come to hear scheduled lectures, seminars, teleseminars and Webinars.
An excellent design/marketing/branding company that can create attractive, clean, appealing visuals that are appropriate to the companys message and the health benefits of the product(s), and do so consistently: logos, labels, websites, shelf talkers. All materials should present a cohesive image that only includes scientifically supported statements.
An experienced, knowledgeable public relations (PR) firm that creates a well-defined, comprehensive campaign.
A good mix of advertising, articles and other promotions should be featured in print, on the airwaves (targeted television and cost-effective radio), as well as everywhere possible online. Integrating these promotional tools is a must; tie in your website to all advertising and all outreach to your own customer database. This includes condition-specific health newsletters, video on YouTube or other online channels, Twitter posts, Facebook or LinkedIn business page announcements, and even an outreach via mobile applications. Its all part and parcel of being a success in the natural health industry today and in years to come.
If you can learn how to shift gears, according to the terrain and the current climatic conditions, you will succeed!
Linda Roxanne Bryer, a 21-year veteran of the natural health industry, is president of Santa Cruz, CA-based Bryer Advertising & Public Relations, a boutique agency responsible for the successful launch of numerous innovative natural products. They specialize in working with Clients With Science. Contact Bryer at (831) 479-8725 or visit BryerAdvertising.com .
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