About Healthy Living Marketing
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For Functional food, beverage and supplement product manufacturers seeking to extend their market reach, grow their consumer base, generate new revenue, and enhance their brand equity, Healthy Living Marketing is a specialty marketing services firm that facilitates meaningful and profitable relationships with Healthy America, the 77 million adults in the U.S. who are early adopters and frequent users. Leveraging our Go-To-Market strategies, and harnessing our integrated marketing and lead generation capabilities, we generate brand familiarity, consideration and preference.
How does Healthy Living Marketing create meaningful, healthy relationships for our clients?
Successful Better-For-You brands have embraced a committed strategy that engages Healthy America through shared commitments and experiences. To fulfill our obligations to deliver successful integrated marketing programs for our clients, we organize our efforts across three simple primary activity areas:
1. Shaping the message (and the action to follow)
As brand experts, we understand that sound marketing communication strategy must be rooted in the brand – its values, its credentials, its unique position, the market role, and its promise. Combining the brand proposition with a highly applicable set of functional and emotive cues is critical to increasing relevance which leads to consideration.
We initially work on two fundamental fronts: gaining an understanding of how the brand is perceived by the Healthy America segment, and two, plotting the brand to gain insight within the competitive eco-system by mapping perceptual associations. Ultimately, for a marketing campaign to be successful, it’s how the Healthy America segment perceives the brand, and whether a considered engagement strategy is seen as relevant and credible to their specific needs. Nuances are critically important here.
From this insight, we create and test message options that serve as the foundation of the program to follow.
2. Creating the Brand Engagement Platform (by leveraging Relevant Content and Shared Purpose)
Brand Reputation and Trust grow, and relationships are fostered.
At the heart of this activity is the creation of a Content Strategy where we consistently “humanize” the brand, both online and offline, through well crafted, engaging experiences that evoke Shared Purpose for the Healthy America segment and brand alike. Integrated activities should include Search Engine Optimization, Social Media strategies and deployment, program Micro Sites, Experiential Events, Key Influencer Relationships, Cause/Community organizational partnerships, and other outreach actions.
3. Tracking our efforts (and analyzing the data to determine Key Learnings)
While we list this activity last, fundamentally, this is where we begin our process. Every client engagement, small or large, starts with a mutual determination of what we’re working to achieve, and how we are going to measure the success of the program. While our efforts are initially directed to impacting brand equity metrics, we also recognize that our activity must support transactional requirements as well. No surprise, and to that objective, we seek to include and involve all stakeholders across all channels in our programming – after all, all parties can benefit.