The number of consumers who are focused on health and wellness is at an all-time high ― and there are endless companies out there trying to market themselves as a wellness brand. In this age of selfies, health awareness, and countless beauty and wellness influencers, it’s imperative to align your health and wellness brand with marketing that appeals to your audience.
Having worked with countless health and wellness clients, we at Aspen and Fort Lauderdale-based public relations agency Durée & Company understand the beauty of helping these clients to showcase their brand and achieve success. PR and marketing are essential for these types of brands, as the marketplace is becoming increasingly saturated.
Consumers are now more proactive when it comes to their health than ever before, according to Packaged Facts’ 2014 report “Functional Foods: Key Trends & Developments in Ingredients.” For example, millennials are concerned with having good health and preventing declining health in the future. Also, baby boomers have been reported to control 70% of U.S. disposable income and create a large portion of the demand for healthy food products.
Many health and wellness brands are experiential, so product sampling, videos, and a large amount of social media engagement can help propel a brand. Here are our top 4 tips for effectively marketing your company as a health and wellness brand:
- Identify what is unique to your brand. Are there various products that you offer, or specific uses for your products that are unlike any other in the health and wellness industry? Make them stand out in a crowded marketplace. Also, define your target audience … look a bit deeper into your products and think about to which market you want to appeal.
- Once you define your target market, learn how to engage with and best reach these consumers via social media, online marketing and more. Utilize hashtag holidays (#CBDday, #SelfAwarenessMonth, #SelfImprovementMonth, #NationalRelaxationDay, etc.) and industry trends ― such as one-stop wellness, well fashion, personalized nutrition and more ― to increase your brand’s visibility. Utilize beautiful imagery and videos, as well as YouTube how-to’s and more, so consumers can get a visual perspective of how your product(s) can make them feel and look better.
- Understand the importance of working with influencers, bloggers and journalists to speak with brand leaders, test products, and share reviews. Influencers alone have massive social reach and industry specific credibility, giving them incredible power to persuade others. Bloggers, and of course journalists, also have enormous reach when it comes to influencing specific health and wellness consumers.
- Position yourself as an expert in the health and wellness field. Get your company’s name, your name and your face out there. You want journalists and those interested in the health and wellness field to think of you when they want an expert source for their news program, article, blog and more. Book yourself to speak at as many trade shows, expos, speaking engagements, events, etc. so you can share your knowledge, and in turn, promote your company and products.
“Wellness” is a growing (and sometimes vague) category, so it’s best to carve out a niche for yourself with strong branding and good spokespeople (or a celebrity spokesperson). Brand ambassadors and as stated above, influencers, are also important to have represent your brand.
It’s a busy world of health and wellness out there, but there’s no need for you to get lost in the shuffle. If you’re looking for an experienced PR and marketing agency to help you get the word out to the right people about your health and wellness company, then contact us at Durée & Company.
About Durée & Company
Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit arenas for local, national and international clients. Services include public relations, social media, marketing, content development, advertising, special events, branding, radio promotions and more. Durée & Company clients include well-known names in yachting, business, fashion, hospitality, travel, wellness and CBD, art and culture, nonprofit organizations, legal and professional services and real estate. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, go to https://dureeandcompany.com/, visit Durée & Company on Facebook at https://www.facebook.com/DureeCoPR/, Instagram at https://www.instagram.com/dureecopr Twitter at https://twitter.com/dureecopr or YouTube at https://www.youtube.com/user/DureeAndCompany, or call 954-723-9350.