gettINg the Word out
Consumers don’t always understand the health benefits of superfoods and novel proteins, so when marketing these products,
retailers should underline the importance of a well-staffed,
knowledgeable sales force, said Holly Allen, co-owner of Dee-O-Gee in Bozeman, Mont.
“We definitely advertise, but we also know that we will be
required to engage in a conversation and provide samples,” Allen
said. “I don’t think retailers can just put these foods out in the
store and excite customers to make a purchase.”
Bobby Wise, owner of George, which has stores in California,
“We normally engage our customers in conversation to
promote these foods, not necessarily through a display function,”
he said. “That is one of the advantages of having smaller shops
where conversations occur as a matter of customer interaction.”
Retailers can drive sales by leveraging products with
packaging that clearly promotes the inclusion of superfoods or
specific proteins in their formulations, said Shelby Wisniews-
ki, director of integrated marketing at Instinct, a brand of St.
Louis-based Nature’s Variety.
“Because consumers are looking for this information quickly,
clear visual cues are important,” Wisniewski said.
Getting the word out in a local Savannah, Ga., newspaper, a
pet column with a TailsSpin byline raises nutritional awareness
and introduces products trending within the pet industry, said Jusak Yang Bernhard, co-owner of TailsSpin Pet Food & Accessories,
which is a Bentley’s Pet Stuff company and has stores in Georgia.
“We often write about pet nutrition and what’s trending
within the pet industry,” he said.
Social media is another cost-effective, immediate and mea-
surable marketing tool for retailers, said Jamie Turkington, director
of marketing for Petcurean Pet Nutrition in Chilliwack, British
“A customer looking for novel proteins and superfoods is
a discerning one, and it’s effective to target them online with
content tailored to specific needs and desires,” Turkington said.
“For example, spending $100 on a Facebook giveaway can directly
reach key consumers and incite them to try a new type of pet food
with a higher price point.”
Additionally, perks such as samples or a gift with purchase
can go a long way when combined with well-educated staff
members, Turkington said.
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