Marketing Healthy Products to Millennials
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- Noreen Wilcox
- 5 years ago
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1 to Millennials
2 BrandHive Capabilities Brand development agency 90+ years experience with natural lifestyle consumer Full range of strategic and creative services Business-to-business Business-to-consumer Brandhive.com Brandhive.com/buzz
3 We do what we know - Healthy lifestyles most targeted shopper Female Ages Health aware Well-educated Above average income Gateway to others
4 Emerging markets Only thing constant is change - Healthy products industry is maturing - New opportunities moving into focus - New consumer needs are emerging - New generation of healthy lifestyle enthusiasts
5 Emerging markets (Gen Y) - Over 100 million - Control $500 billion in spending - Ages Largest demographic group by "Most diverse, educated and influential shoppers on the planet
6 Emerging markets (Gen Y) - Connected (technology enables their preferred lifestyle) - Far from a monolithic bloc - 65% are disconnected one hour or less per day (8095 Exchange)
7 Emerging markets They demand CHOICE Define themselves through their choices Open-minded and value diversity Deeper in debt
8 Emerging markets Delaying traditional steps Living life in a less "linear fashion" Want to be heard and understood "Haven't figured us out yet"
9 Emerging markets - Defining life events 9/11 Katrina Facebook revolution Great recession
10 Emerging markets Unique attitudes about health and wellness Delaying prevention tactics Facilitating current lifestyle
11 Emerging markets Mix and match approaches Diet Supplements Exercise Organic OTC and Pharma Functional foods Customized to changing needs Concerned about environment but not fanatical
12 Emerging markets Unique relationship with brands Inundated with marketing since birth Digital natives Cost/risk balance Value private label alternatives See behind the curtain
13 Emerging markets Big brand averse Selectively brand loyal Suspicious of brand motives 50% motivated most by user-generated content (UGC)
14 Emerging markets 86% consult up to 3 sources of info Prefer niche brands they can participate in Brands based on "co-creation", "self expression" and "originality"
15 Emerging markets
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18 Marketing Health Products IRI identifies millennial segmentation (2015): Free Spirits (13%) Struggling Wanderers (21%) New Traditionalists (22%) Concerned Aspirationalists (13%) Conscious Naturalists (15%) Confident Connectors (16%)
19 Marketing Health Products Most health focused segments are: Confident Connectors New Traditionalists Conscious Naturalists
20 - Tactics: Tell them a story Engage them They live in a socially connected world Value experiences more than things
21 - Tactics: They share with friends online 24/7 Share videos, 3D animations, mobile apps, cartoons Allow them access to your brand
22 - Tactics: Facilitate and enable content sharing Being liked does not link to purchase as much as being shared Highlight User Generated Content (UGC) are as much about "friends" as "brands
23 - Tactics: Provide online experience Build community Make web/digital content responsive
24 - Tactics: Be Social - Place your brand where they live - Invite and facilitate interaction
25 - Tactics: Make it mobile Daily digital lives (web access, social media) are mobile 90% have a smart phone Mobile app development has matured
26 - Tactics: Make it mobile Portable devices must be crucial part of digital strategy Responsive design Mobile tailored promotions B2B this includes you!
27 - Tactics: Make them feel it Want to connect emotionally Want to feel good Optimistic pragmatists Coke s Share a Coke campaign Be part of something bigger
28 - Tactics: Event marketing (festivals/competitions) Add ethical dimensions to brand Frequent snackers (24% snack 4+) Focus on convenience
29 Millennial values are contagious Must be informed and inspired Open to health solution alternatives but "natural" is meaningless "Authentic" and "Transparent" are more powerful Segmentation will become more relevant
30
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32 Focus on core needs Energy and focus Social connections Daily performance Value choice Accessible brands Personalized experiences
33 Visit us at brandhive.com
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