forts. There is a large opportunity for creative and energetic
natural products companies to take full advantage of the
power of social media. One out of eight minutes spent online is on Facebook. That is a huge and engaged audience,
and large natural products companies like Tom’s of Maine
(more than 260,000 likes) and Stonyfield Farms (more than
85,000 likes) are already successfully interacting with them.
The Future
Clearly, marketing natural and organic products is not
the same as it was 20 years ago, or 10 years for that matter.
While there is enthusiasm for new tactics like Facebook,
there seems to be a hesitancy to really embrace others like
blogging, which can be very effective and presents a chance
to tell a story—one of the key points of difference natural
products have over conventional products. Just as with traditional marketing approaches, to make any new media tactic
effective, the commitment must be strong.
ROI and brand awareness must be measured throughout
all marketing efforts if natural and organic companies want
to break away from the past of minimal marketing budgets.
And if they want to compete against conventional companies, they will have to commit to bigger marketing budgets.
They will also have to work on improving their value propo-
sitions. This has dual benefits. First, a clear value proposition will help clarify and differentiate the meaning of organic vs. natural. Second, a compelling value proposition
will justify the pricing of the product.
With the publishing of the Benchmark Report, marketing
decision makers can identify the issues and challenges. Now
that they know the problems, they can begin to solve them.o
David Poole is the head of research for Pure Branding, a
consultancy dedicated to building natural and organic
brands, with clients that have included Gaia Herbs, Traditional Medicinals, Frontier Natural Products Co-op,
Organic India, Vitamin Angels, Late July Organic Snacks
and Dr. Hauschka Skin Care. In 2008, David established
the research division of Pure Branding when he made the decision to
shift from servicing corporate interests to realizing his own vision
through work with social businesses. To this inception he brought 18
years’ experience in communications and research. For Pure Branding’s
clients, David applies best practices from agencies in New York and
London, where he managed programs for global Fortune 500 technology companies.
For more information on Pure Branding or to purchase the full
Natural Products Marketing Benchmark Report 2011, visit www.purebrand-ing.com. You can reach David at david@purebranding.com.
