"Healthier" Marketing | How Social Trends Changed the Beverage Industry

Locally sourced. Paleo-friendly. Clean eating. Marketers know how to make a niche health trend go viral. Branding your product as “delicious”, “tasty”, and “fast” is no longer enough for many consumers. Marketers are moving towards “healthier” options that fit into your current detox/all-natural/pesticide-free/low-carb lifestyle. This change in consumer preferences has lead to a fight for better nutrition labels, but what does that mean for cult favorites? Consumers not only want convenient products, they also want them to be nutritional, energy-boosting, and as natural as possible. This has caused the beverage industry to go through a culture shock.

According to BevIndustry.com, 79% of their readers see the usage rates of Stevia increasing in 2014 versus 2013, and 60% say the consumer interest in healthy ingredients drives growth more than price-point, GMO-free labeling, and expanded distribution. Companies are having to explain how their products are made and why, which has led to a multitude of new product developments. An increase in bottled water brands is a prime example. Dasani is attempting to make drinking water fun with Dasani Drops, and is using some old-fashioned freebie marketing, while its sister brand, Glacéau, is giving the UK something to sip on with Smartwater. The Coca- Cola Company is expanding in the direction of the consumer market’s preference changes. They have recently released plans to launch Coca-Cola Life, a naturally sweetened version of Coca-Cola Classic.

An intense focus on product benefits in marketing is needed to speak to these customers’ needs. This aligns with the health overhaul that has been swaying the nation. More consumers can quote the calorie-count of an apple, a large fry from McDonalds, and the sodium count on a Lean Cuisine before they can tell you the 18^th president of the United States. Consumers are obsessed with what they’re putting in their body, and that includes what they’re drinking.

Our President and CEO, Michael Steele, noticed these changes in consumer behavior years ago, and chose to make health his cornerstone when he opened his own agency, Advantage Communications, Inc.  Michael chose to sell a healthier lifestyle by partnering with companies and agencies whose goals align with his own. With campaigns like “Know Now” (a campaign encouraging the public to know their HIV status), and “Stamp Out Smoking”, Advantage Communications, Inc. has honed their skills on communicating the benefits of a healthier lifestyle. 

The Keys to Strategic Selling

Do you really want to know how to approach a prospect without running them off? We have developed a prospecting process that we’ve defined to near perfection!

Initial Prospecting

Initial prospecting begins by first establishing a goal and strategy for your efforts. Ask yourself:
   •  What would I like to accomplish?
   •  How do I plan to accomplish it?
   •  Why is this the best time to do so?
After doing so, identify prospective clients/customers that appear to fall somewhere within the parameters of your goal and strategy. 

“Weeding them Down”

Once you’ve identified potential prospects, you must scrub your list to define those that hold the greatest potential opportunity for you. We would all like to go after every opportunity. However, strategy is key to success!

Research Business (In and Out)

At Advantage Communications, Inc., we pride ourselves in being fact-based decision makers. We allow our research to dictate our every action. When preparing to approach a new business opportunity, you must do your homework first. You bring no value if you don’t understand the prospect’s business before they tell you! 

Assessing the Opportunity

This is simply weighing your pros and cons of the opportunity. What is the likeliness that the opportunity will pan out and how many resources do you have to utilize for it to do so? 

Solicitation

Once you’ve done all of the necessary homework, you should be ready to place that first call. I always encourage dry runs, of course! One should not be afraid to ask questions at this point. The key? Ask SMART questions. 

Develop Value Proposition

Ask yourself: If I were the prospect, why would I do business with me? You must be able to answer this question before you prepare to pitch your business to the prospect. This is what we call your “value proposition.” Essentially, the prospect’s objectives must become your objectives. 

SHOWTIME: The Pitch!

Whenever we walk into a room with a current or prospective client, it’s show time. Preparation is the key. If you know the prospect’s objective and you understand how to achieve it, you should be ready. 

Conversion

Conversion is one of the most difficult stages of prospecting. You do not want to annoy the prospect but persistence is definitely important. You must find out the prospect’s sweet and “ticky” spots. Play to this understanding to allow your organization to remain top of mind. If there is not a current need for your service, do not let them forget about you –EVER. 

Retention and Expansion 

So you received a yes. You’re not finished! Smart marketers and business people always develop a retention plan. Beyond retention, growth is a necessity. If you can’t grow the client’s business, of what value are you?

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An excerpt from 

The Art of Strategic Selling:  

How to Approach a Prospect Without Running Them Off

A presentation by Michael Steele, President & CEO of Advantage Communications, Inc.

To view the full presentation CLICK HERE