Today, there are hundreds of thousands of supplements, sport nutrition vitamins, and other similar products vying for your customer’s attention.
Many of these are unique with real benefits for users, and many are not.
The increasingly savvy consumer of these products can be fooled by a product for a while- but low-quality supplements with little to no positive effects don’t take long to wash out of the market forever- and anything that even remotely reminds consumers of those failed products is also doomed to failure.
To the average consumer, sports nutrition may seem to be on the cutting edge of fitness training with this sub-segment of the industry’s use of proprietary and signature ingredients and claims of delivering extraordinary enhancements in performance.
The truth is that this category is approaching maturity and slowly becoming a very commonplace section in the nutritional supplements category. As such, it suffers from a severe case of product redundancy with precious little differentiation between one product and another.
Differentiation is Everything
You have poured massive amounts of your precious time researching, developing and promoting your vitamin and supplement products.
You do not want to be outshined by similar brands, or worse- confused for something that has earned a bad reputation.
In a market flooded with so many interchangeable nutrition and sports supplements, it is crucial to incorporate six proven components of product and brand differentiation.
The only sure way to stand out among the good, the bad, and the ugly is to create a genuinely distinctive position and concept.
Product launch research has shown that just one nutrition product in seven achieves lasting success. But, highly differentiated, unique, and effective products have five times greater rate of success over copycat products.
The key to the successful marketing of your sports nutrition product is the integration of these six proven pillars of a winning branding campaign.
In today’s highly competitive and saturated supplement market, meeting these six conditions will be the absolutely indispensable to your chances of success.
6 Key Dietary Supplement Marketing Strategies
It should go without saying, but if you look at everything that’s out there on shelves right now, it’s clear that it bears repeating.
An innovative marketing strategy for nutritional supplements takes time to coordinate so take your time while planning.
If your product doesn’t bring a real, meaningful, and measurable effect to the table, your customers will drop it within a year.
It is absolutely essential to develop a technological edge over the competition. You must either do something the competition doesn’t, or do something that they do- but do it better.
Clinical trials and correctly designed studies will be your barrier to entry. Short of that, you’re either deceiving your customers or giving them something they already have.
New products have to prove themselves, and they have to outperform what’s already available. Nobody said it would be easy.
Develop Brand Relevance
To achieve successful positioning, your brand has to deliver benefits that are different, better, easy to understand, and relevant- while remaining compelling to your customers.
If you make too many claims, you haven’t made any, and your product will be passed up for one that can be more easily understood faster.
Just look at any shelf at GNC and scan for brands that have fallen into the trap of displaying yet another three benefit formula.
These are destined to fail either by losing the customer’s attention, confidence or by being beaten to the punch by a product that gets right to the point.
Your brand must deliver a clear and meaningful benefit, not just an abstraction or quirky feature.
The failure of a brand to deliver on the claims on its label will be rapidly disseminated across the Internet. Nothing will kill your brand faster than failing to deliver on its promise.
Your brand can only be as strong as your customer's most recent experience with it. Efficacy in delivering results fosters trust, and trust fosters brand loyalty.
The proof may be in the pudding, but if nobody knows about your pudding, they’ll never taste the proof.
We would like to put multi level marketing supplements at the top of this list, because without it- you don’t sell your product.
You may have the best supplement on Earth on your hands- but you’ll take your secret to the grave if you don’t grab your target demographic’s attention and convince them.
Rule one is Be Memorable. No matter what it takes, you have got to deliver a message that sticks in people’s heads.
Take a risk if you have to. Be bold. Even if they don’t buy your product, if they can’t forget it- you’re winning.
Your core customers are passionate about their health and fitness. They want a brand that gives them what they are looking for.
Well, guess what, there are a lot of those. To deliver some real emotional quality to your message, make your own story part of the branding.
Lend your humanity to your product. Human interest is a powerful motivator. Share your passion, develop your story.
Yes, you do have an interesting story. In films, nothing lends more production value than a human face and the genuine emotion of the characters.
You can be your brand, and your customers can be made to feel like family.
To deliver true value in the marketing of your nutritional supplements you need to make sure all other aspects are perfect.
Once you have met all of the above criteria, there is one more way that you can excel. Pass value on to your customers. You will also realize that this is way diffferent from marketing nutraceutical products.
You can do this by cutting into your profit margin. I know you don’t want to hear that- but it is a proven way to launch a brand.
Today, new supplement brands, for example- often give away bottles of their product just to develop name recognition.
You don’t have to do that, but putting your customers first will help you develop the reputation you want as a passionate and committed purveyor of quality products.
Once you develop your brand, then you will start seeing the real profits come in. Until then, you need to invest in brand loyalty by investing in value and follow this guide how to market supplements. At ABH Pharma we go to the marketing professionals at GetKnownPros for all of our marketing need because of their experience with the health and wellness industry.