Process: How We Work
Marketing Your Product
Creative Innovations can help with an advertising campaign in a variety of mediums to push your product onto thousands of store shelves and maximize your sales. We will work as your public relations firm or we can work with your current one to achieve the highest goal for you - our client.
In store Publications
Publications such as Better Nutrition, Delicious Living, and Taste for Life are extremely useful in launching a new line or a new product as they are given to the consumers for free by the retailers. They create a push-pull effect by allowing you to push your product into the retailers that distribute these magazines and pull the product off the shelf with the consumers who read them.
Trade Advertising
Publications such as Natural Foods Merchandiser, Health Foods Business, etc. can be useful to present your line to the retailers. For limited advertising budgets we recommend other vehicles with a broader appeal like the aforementioned in-store publications.
Paid Industry-related Publications
Publications such as Natural Health, Vegetarian Times, Body and Soul, Organic, etc. are more expensive to advertise in than the in-store publications. We recommend these publications as an adjunct to the in-store publications if budget is available and only after substantial national distribution has been gained.
Co-op Advertising
This is an advertising term used by retail stores that have in-store flyers. A specific product or products from your company is advertised in the in-store flyer for a fee. Having the store buy a large amount of product can offset this fee.
Distributor Advertising (Catalogues & Newsletters)
Distributor catalogues are published periodically by the distributor and sent to retailers listing all products and pricing from all manufacturers. Newsletters are generally sent out monthly from distributors to retailers featuring special deals or new items. They may also include manufacturer advertising, product articles, and retailer sales tips.
Radio and Television
Useful once substantial distribution has been attained. There are specific health shows that can be utilized and a geographic area can be targeted using this medium.
Public Relations
Public relations efforts build brand credibility and recognition. Today’s brands are built with publicity, not just advertising. PR allows for a story to be told indirectly through third-party outlets, primarily the media. PR is a very effective tool when placed in the hands of a savvy PR team. It has credibility. People believe what they read in newspapers, hear on radio and see on TV. A positive story that helps a brand establish leadership in its category can be worth its weight in gold.
Trade Shows
The main functions of the natural product trade shows are sales broker meetings, chain retailer account meetings, advertising, public relations, and educational seminars. The important national trade shows are the Natural Products Expo West, the Natural Products Expo East, and the National Nutritional Foods Association. There are also smaller regional shows which usually draw retailers and trade associations within a given geographic area.
The value of participating is primarily one of public relations and creating industry awareness of your company. They are also great marketing vehicles to present new product line extensions or a repackaging of an existing product line.
Before appearing at a trade show a company should have all of its product marketing, sales, and sampling materials in place as well as scheduled key meetings to take full advantage of the opportunities available.
Retailer Training Programs
A well trained core of people in a retail store is an invaluable sales asset for the brand. One-on-one personal trainings can prove to be exceptionally effective, in terms of retailer product and brand awareness, as well as brand loyalty. A training program is most effective when it includes Distributor Sales personnel and Broker Sales personnel as well as Retail Sales personnel.
Demos
In-store demos are integral to launching any new product line. They are held in a retail store and manned by a demo person for 3 hours. They are the in-person sampling and education of your product line to consumers while they are shopping. A passive demo involves samples and literature of your line to be given to consumers in their shopping bags when they are checking out. Using demos can be an inexpensive and valuable way to promote your product on a consumer level. These demos are set up and scheduled by your sales manager, outside sales broker or inside sales department.
Event Marketing
Specific event outreach to consumers at sporting or specialty events is another source of marketing. These events can be for profit or be associated with nonprofit groups that are raising monies for causes such as disaster relief or diseases such as Breast Cancer, Diabetes, AIDS, etc.
