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UNDISCLOSED VITAMIN COMPANY MARKETING STRATEGY
/ Marketing Strategy;
/ Creative Strategy;
/// Visual design, Copy;
Strategy developed for a new holistic, supplement brand.
Brief: How do we educate the target demographic that they need to obtain their medical licenses in order to purchase our product?
/ Marketing Strategy;
/ Creative Strategy;
/// Visual design, Copy;
Strategy developed for a new holistic, supplement brand.
Brief: How do we educate the target demographic that they need to obtain their medical licenses in order to purchase our product?
How do we create brand awareness that our product and our brand is now in these new regions?
THE LANDSCAPE
Vitaminx is entering a very crowded space with intense competition. From retail stores’ private brands, e.g. Whole Foods 365 Line, to basic brands such as Nature’s Way, to mid-range ones like Solgar, to the best and most trusted brands such as Thorne or Pure Encapsulations.
In addition, the specific of VITAMINX formulation make marketing across state lines a challenge.
In addition, the specific of VITAMINX formulation make marketing across state lines a challenge.
The Vitaminx message needs to focus on not only presenting a new angle on a product as ubiquitous and readily available as vitamins, but also tailor its message to markets with different demands.
THE GOAL
How do we educate the target demographic that they need to obtain their medical licenses in order to purchase our product?
By offering the customer insights and solutions that align with their pain points, their life or fitness goals, and by explaining the quality, purity and (reasons for) exclusivity of Vitaminx. A license is then only a very small step to a big reward.
By offering the customer insights and solutions that align with their pain points, their life or fitness goals, and by explaining the quality, purity and (reasons for) exclusivity of Vitaminx. A license is then only a very small step to a big reward.
How do we create brand awareness that our product and our brand is now in these new regions?
By implementing a solid content marketing strategy, with THREE MAIN COMPONENTS:
- ATTRACT the right people with valuable content and conversations that establish it as a trusted advisor with whom the customer would want to engage;
- ENGAGE the customer by understanding their needs via SOCIAL MEDIA LISTENING;
- IMPRESS the new customers with solid product support to facilitate them in finding success with their purchases;
By implementing a solid content marketing strategy, with THREE MAIN COMPONENTS:
- ATTRACT the right people with valuable content and conversations that establish it as a trusted advisor with whom the customer would want to engage;
- ENGAGE the customer by understanding their needs via SOCIAL MEDIA LISTENING;
- IMPRESS the new customers with solid product support to facilitate them in finding success with their purchases;
THE IDEA BEHIND IT.
In his commentary on ‘Ceci n'est pas une pipe’, Rene Magritte argues that:
‘The famous pipe… No, it's just a representation, is it not?’
This meta message is conveyed by paralanguage which modifies meaning, gives nuance and conveys emotion.
‘The famous pipe… No, it's just a representation, is it not?’
This meta message is conveyed by paralanguage which modifies meaning, gives nuance and conveys emotion.
In the words of semantics scholar Alfred Korzybski ‘The word is not the thing’ just as ‘The map is not the territory’.
In this sense VITAMINX is not a pill. It is just a representation of a healthy, happy, joyful way of being.
In this sense VITAMINX is not a pill. It is just a representation of a healthy, happy, joyful way of being.
ONE CAMPAIGN ACROSS DIFFERENT MARKETS
By focusing the campaign on the diverse physical and mental benefits nurtured by VITAMINX’S purity, organic ingredients and carefully calibrated impact on the taste buds, we can cultivate the right message for the specifics of each market.
For example, in Utah, the message can appeal to the singularity of the environment - hot, dry climate, outdoor living, tradition and family, spiritual population - while also using better suited local channels for its delivery, like local podcasts or OOH (billboards) advertising, TV ( Apple TV, Roku, Hulu, etc.)
For example, in Utah, the message can appeal to the singularity of the environment - hot, dry climate, outdoor living, tradition and family, spiritual population - while also using better suited local channels for its delivery, like local podcasts or OOH (billboards) advertising, TV ( Apple TV, Roku, Hulu, etc.)
In New Jersey, the message will be geared to coastal living, more urbanized, modernized crowds, living in proximity to urban metropolis such as NYC. The message here would be more heavily channeled via OOH (public transport), sports/cultural events and social media.
THE COPY
VITAMINX messaging has to stand out in an unconventional way.
This campaign will explore a more indirect, more subversive, more cerebral approach to marketing. It is our best bet to create an exclusive and desired product in a crowded space.
The campaign idea has legs - we can run events, brand films, TV spots, merchandizing, social media games (memes and puzzles) that play around the structures ‘This Is Not X’, This is X’ or ‘When Is X Not X?’ This simple formula would also allow it to get tailored to local demand.
This campaign will explore a more indirect, more subversive, more cerebral approach to marketing. It is our best bet to create an exclusive and desired product in a crowded space.
The campaign idea has legs - we can run events, brand films, TV spots, merchandizing, social media games (memes and puzzles) that play around the structures ‘This Is Not X’, This is X’ or ‘When Is X Not X?’ This simple formula would also allow it to get tailored to local demand.
Examples: ‘This Is Not A Pill, This is Your Life Under The Stars’ - Utah, ‘This Is Not A Pill, This is Modern Life made better’, or, ‘This Is Not A Vitamin, This Is Peace Of Mind’ - Jersey. Or version two - ‘When Is a Pill Not a Pill?’, ‘When is a Vitamin not a Vitamin’, ‘When Is a Party Not a Party?’, ‘When Is Swag Not Just Swag?’, etc.
A good inquiry process for the most finely tuned messaging ideas can be as simple as the Socratic method - repeatedly questioning every assumption - Who is this product for? Why would they use it? Why do I use it? Also, we can ask the customer - What is it that brought you to this product? What outcomes do you wish for? What’s missing? What’s golden?
A good inquiry process for the most finely tuned messaging ideas can be as simple as the Socratic method - repeatedly questioning every assumption - Who is this product for? Why would they use it? Why do I use it? Also, we can ask the customer - What is it that brought you to this product? What outcomes do you wish for? What’s missing? What’s golden?
VISUAL EXECUTION
A lot of custom illustrations in bold colors, often incorporating photography as a design element.
Illustration has few advantages over live photography -
Illustration has few advantages over live photography -
1. It provides instantly recognizable style;
2. It facilitates cheeky, engaging and non-confrontational humor across audiences;
3. It is endlessly and quickly customizable;
4. It can be quickly generated to respond to current events;
2. It facilitates cheeky, engaging and non-confrontational humor across audiences;
3. It is endlessly and quickly customizable;
4. It can be quickly generated to respond to current events;
THE NEXT STEPWith a core idea in place, next step to implement is in-bound marketing*.
With implementation of in-bound marketing, the expertise of the Creative Director and/or Creative Strategist will determine what type of content will be most exciting, most appealing to an audience and will most effectively deliver the message. This requires the support of a good marketing team - designers, illustrators, photographers, social media managers, video editors and copywriters - who need to have ( or be trained!) a solid grasp of how content marketing works.
For example, a Social Media campaign can implement a game - ask the customers - ‘When Is a Pill Not a Pill?’, or ‘When is a Vitamin not a Vitamin’, or, ‘How do you Vitaminx?’ People who participate, or those who have the funniest memes created, get swag. In addition, the funniest memes can be themselves made into merchandising. The swag should be on brand, well-executed to generate both buzz, desirability and insider status. Users can upload imagery wearing the swag, thus becoming unofficial brand ambassadors.
With implementation of in-bound marketing, the expertise of the Creative Director and/or Creative Strategist will determine what type of content will be most exciting, most appealing to an audience and will most effectively deliver the message. This requires the support of a good marketing team - designers, illustrators, photographers, social media managers, video editors and copywriters - who need to have ( or be trained!) a solid grasp of how content marketing works.
For example, a Social Media campaign can implement a game - ask the customers - ‘When Is a Pill Not a Pill?’, or ‘When is a Vitamin not a Vitamin’, or, ‘How do you Vitaminx?’ People who participate, or those who have the funniest memes created, get swag. In addition, the funniest memes can be themselves made into merchandising. The swag should be on brand, well-executed to generate both buzz, desirability and insider status. Users can upload imagery wearing the swag, thus becoming unofficial brand ambassadors.
* In essence in-bound marketing is creating compelling content. It is a form of pull marketing - content marketing, blogs, SEO, events, social media, and more - and focuses on generating visibility to create brand awareness and attract new business.
It leverages useful information which would allow people to connect with the company and the product, and take an interest in developing a relationship with the brand. It opens the door to engage and have a conversation with customers.
It leverages useful information which would allow people to connect with the company and the product, and take an interest in developing a relationship with the brand. It opens the door to engage and have a conversation with customers.
THE CONTENT MARKETING STRATEGY HAS THREE MAIN COMPONENTS:
ONE
First step in content marketing plan for Vitaminx is to ATTRACT the right people with valuable content and conversations that establish it as a trusted advisor with whom the customer would want to engage. This is creating and publishing content - such as (blog) articles, content offers, podcasts, websites, social media presence - that provide quality information. For example, guides on how to use the products, information about how high quality vitamins can solve personal challenges, how medical licenses can be obtained, details about events, free swag and/or introductory offers.
A great deal of information for further content and further marketing opportunities can be collected via Social Media Listening*.
First step in content marketing plan for Vitaminx is to ATTRACT the right people with valuable content and conversations that establish it as a trusted advisor with whom the customer would want to engage. This is creating and publishing content - such as (blog) articles, content offers, podcasts, websites, social media presence - that provide quality information. For example, guides on how to use the products, information about how high quality vitamins can solve personal challenges, how medical licenses can be obtained, details about events, free swag and/or introductory offers.
A great deal of information for further content and further marketing opportunities can be collected via Social Media Listening*.
Social Monitoring and Listening tools will break down the sentiment, reach, demographics, and user behavior trends behind any piece of input - from regulations across states to people’s willingness to obtain medical licenses - that Vitaminx needs to research on social media.
* Social Media Listening is the monitoring of a brand's social media channels for any customer feedback and direct mentions of the brand or discussions regarding specific keywords, topics, competitors, or industries, followed by an analysis to gain insights and act on those opportunities. Unlike Social Media Monitoring, Social Listening finds the root causes behind social conversations and implements long-term strategy changes.
* Social Media Listening is the monitoring of a brand's social media channels for any customer feedback and direct mentions of the brand or discussions regarding specific keywords, topics, competitors, or industries, followed by an analysis to gain insights and act on those opportunities. Unlike Social Media Monitoring, Social Listening finds the root causes behind social conversations and implements long-term strategy changes.
TWO
Next step is to ENGAGE the customer - present insights and solutions that align with their pain points, their life or fitness goals, so they are more likely to buy from Vitaminx.
A customer base of connoisseurs will not buy the product they value at conventional stores. THEY NEED TO BE SPOKEN TO DIRECTLY.
The best way to reach them is private, invite only events, which will create a core, loyal ‘inside crowd’ customer base for Vitaminx, especially if it aligns with the company’s branding to create a Veblen good*.
Next step is to ENGAGE the customer - present insights and solutions that align with their pain points, their life or fitness goals, so they are more likely to buy from Vitaminx.
A customer base of connoisseurs will not buy the product they value at conventional stores. THEY NEED TO BE SPOKEN TO DIRECTLY.
The best way to reach them is private, invite only events, which will create a core, loyal ‘inside crowd’ customer base for Vitaminx, especially if it aligns with the company’s branding to create a Veblen good*.
Initial reach can be achieved by featuring pop-ups at high end gyms, events, spas and yoga salons. In these events, brand interest can be aroused even by distributing quality information and excellent merchandising/swag (when direct distribution of product might be prohibited by state laws) while also offering a signup for becoming exclusive ‘Vitaminx Insider List’ members.
*A Veblen good is a type of luxury good for which the demand for a good increases as the price increases, in apparent contradiction of the law of demand, resulting in an upward-sloping demand curve. The higher prices of Veblen goods may make them desirable as a status symbol in the practices of conspicuous consumption and conspicuous leisure. A product may be a Veblen good because it is a positional good, something few others can own.
*A Veblen good is a type of luxury good for which the demand for a good increases as the price increases, in apparent contradiction of the law of demand, resulting in an upward-sloping demand curve. The higher prices of Veblen goods may make them desirable as a status symbol in the practices of conspicuous consumption and conspicuous leisure. A product may be a Veblen good because it is a positional good, something few others can own.
Vitaminx can create a Private Club in the style of Soho House. Members can get exclusive access and be offered services that compliment Vitaminx core business. One interesting idea to explore is singles events at Private Clubs (or other event venues).
As the proliferation of dating apps has shown, demand by singles for dating facilitation has been surging in the last decade. Vitaminx speaks to a group of like-minded people, who care about their health and well-being, and this is a good opportunity to provide a social service while promoting the brand to a captive audience. In taking on the campaign theme, these events can be called something cheeky like ‘When is a Date Not a Date?’
As the proliferation of dating apps has shown, demand by singles for dating facilitation has been surging in the last decade. Vitaminx speaks to a group of like-minded people, who care about their health and well-being, and this is a good opportunity to provide a social service while promoting the brand to a captive audience. In taking on the campaign theme, these events can be called something cheeky like ‘When is a Date Not a Date?’
+ Local podcasters (and/or radio shows) are currently a great way to speak directly to a local or very targeted audience.
+ Social media influencers or spokesmen can always supplement a good marketing strategy.
+ Social media influencers or spokesmen can always supplement a good marketing strategy.
THREE
IN CONCLUSION
A campaign like this, or for that matter, any campaign, starts by wanting to create a classic.
Over the long term, all the marketing in the world won’t matter if the product hasn’t been made right.
Cultivate a customer while perfecting the product - Isolating who the audience is, figuring out their needs, designing a product that will blow their minds* - these are marketing decisions, not just development and design choices.
Over the long term, all the marketing in the world won’t matter if the product hasn’t been made right.
Cultivate a customer while perfecting the product - Isolating who the audience is, figuring out their needs, designing a product that will blow their minds* - these are marketing decisions, not just development and design choices.
* This is the best way to get to implement a growth hacking process known as Product Market Fit (PMF).
Product Market Fit is working backwards from the customer, accruing data and information, using tools like Surveymonkey, Wufoo, Qualaroo, or even Google Docs, to deliver a marketing juggernaut strategy.