Building Your Brand Through Relationship Marketing

By Shari Hindman


“If it was a snake, it would bite you!” I guess when it comes to marketing, this old saying has some relevance. Why is it that some of the simplest ways to market our products to retailers are so frequently overlooked or forgotten? Whether you are a larger company staffed with an abundant marketing team or a smaller company where “wearing many hats” sounds all to familiar, it’s wise to go back through the checklist from time to time and evaluate your marketing report card.

The organic products industry, with its values-based positioning and its incredible opportunity to create conscious relationships, offers us a unique environment in which to work. It follows then that the marketing of our products needs to be founded upon relationships that are driven by values and consciousness.

First, we need to reach out and have a conscious relationship with that consumer who is willing to purchase a better product—a product that has positive consequences for personal and environmental well-being even though the retail cost of that product might be higher than its comparable nonorganic counterpart. But that is not enough. When you are running through your marketing scorecard, make sure these concepts are fully utilized in everything, from mission to packaging and presentation, to your choice of broker, right down to behavior with store and consumer.

Let’s take a look at how we might make the best use of relationship in our marketing.

Creating Relationship Through Packaging
You may use the best ingredients and have the best mission in the world but the consumer will need to “see” this in the design concept of your packaging, as well as in the written copy that appears on the product and accompanying marketing materials.

How can we catch the eye and create the positive relationship we need to get the product in the basket? First, share your mission, both on the packaging and point-of-purchase sales tools. Include any philanthropic projects, awards, guarantees, endorsements and personal touches—anything that further creates that relationship between you and the purchaser. Your type of consumer wants to know to what charities or organizations to which you donate, why your product is superior and where your raw ingredients come from. They want to know that this company is run by a group of humans who care about what they are doing

Also, use tactics that drive your purchaser to your website with offers such as discount coupons, freebies, special projects and educational information that can be found only on your site. This will further establish an important bond.

The final result is that your branding efforts will continually evoke an emotional response that leads to repeat sales and high consumer confidence in the company and product.

Building Your Brand—The Triple Play
I often get calls from clients asking if they should take advantage of a great consumer advertising deal in some unrelated venue for the great low price of this or that. “Half price,” they say. “This will be good, don’t you think?” Call me old-fashioned, but I believe that national advertising is great for defending your brand once it has been established, but it is not as effective for building your brand.

Consumer advertising is important but don’t give in to impulse-buying that inflates your budget and doesn’t keep to your original marketing agenda. Instead designate a certain amount of your advertising budget for investing in relationship at the store level where you have the opportunity to win over the store buyers and the shoppers. This is where the triple play of Promotion, Demo and Co-op Advertising come together. Your brokers will be thrilled—if they are good ones—and a little money can go a long way.

1. The Promotion: Put something on sale for the consumer. It may seem obvious but your broker will need to see that the discount is entered into the store’s computer and signage makes it onto the product.

2. The Demo: Make sure your company or your broker schedules a passive or active demo during the promotion period. Active demos are always better because they allow that one-on-one relationship to unfold where the consumer gets a chance to be educated and to experience a connection with company and product. Chances are you will be using a local demo company, so you should require the demo person’s participation in a highly inspirational and entertaining training program that includes instructions on how to fill out your demo report. Handing them the manual is not enough to instill your mission and vision into their hearts. You need them to be as excited about the product as you are and as excited as you want the consumers to be.

3. The Co-op Ad: Create a co-op advertising budget based on store sales and then buy co-op ads with your best stores. Ask your brokers for help.

We all know that these three marketing strategies are required by the big chains to even get a product through the door. But I never cease to be amazed by some of the incredible deals that are available to manufacturers through store newsletters, local newspaper co-ops and radio shows. Though I have seen some very sophisticated and expensive packages, I’ve also seen stores desperately want to partner for a big win-win opportunity.

Establishing a strong relationship with these stores can really pay off. To make the most of these in-store opportunities, get to know the store owners or managers and be sure to ask questions. Find out all that they have to offer in terms of co-op and promotional ideas and what they will give because they like and believe in you. For example, I have had stores write free company profiles for their in-store newsletters, invite the company spokesperson to speak on a local radio show that they host, give extra ads at no charge and on and on—all because the stores value the relationship with their quality vendors.

It pays to sniff out these opportunities. Until you reach your goal with strong national or regional penetration, money spent on the triple play can effectively demonstrate the relationship between a dollar spent in marketing and a dollar received in sales, which is the key to the science of marketing.

The Icing on the Cake
Staff trainings are essential to building in-store loyalty. Just ask any store attendant what their favorite brand of an organic product is and they will inevitably choose the brand that gave the best store training. Whether it is presented to store personnel by an owner for 10 minutes, or by a company trainer who really exudes the mission, an in-store training can emanate your commitment to quality, authentic values and right relationship. These hard working employees want to know your story, your good will and your uniqueness. They are generally “in the business” because they care and building a conscious constituency furthers their altruistic vision.

Follow The Rules
When working the triple play, get it right from start to end. Make sure the promotion buy-in dates are listed in the computer for all order takers to see, have a strong demo training program in place, and create an “outrageous” display with plenty of materials including company newsletter and other mission-driven materials.

If this is too much to handle in-house, don’t hesitate to hire out some of the details. It is amazing what a responsible third party can bring to the table. Things a buyer might not respond to from their broker will be welcomed from your consultant, who appears unbiased. Buyers will be impressed if the broker sets the deal up and someone else delivers the goods on time, every time.

PR: If I Could Be on Oprah, Everything Would Be Solved!
Public relations (PR) is a building effort that over time adds credibility and reinforcement to your brand awareness. It’s the kind of exposure that your market feels really good about because they might not always trust or even “see” your ad. Once the brand is established, advertising reminds them how great you and your product are because they recognize you and can recall that wonderful feeling that your PR has been building. A few tips:

1. If you are undertaking the task in-house, ask yourself if the designated employee has the time and the talent. Remember, this is the world of moving fast and effectively with an eternal smile. Editors always want things now. Hesitation can result in a missed opportunity.

2. If hiring out, match your mission and goals carefully with the consultant or firm that you hire. Again relationship is key. Do they understand your product and the values that you represent? Will you get the attention you deserve? Do they have good relationships within the trade?

3. PR takes a while to see results. Educate yourself so that your PR campaigns are effective and scaled to your needs.

4. Don’t start unless you have all of your materials. Make sure you have digitized photos in high resolution, a presentable press kit, the expert to be interviewed and background materials ready and waiting. Keep appointments and always turn in those interview questions ahead of deadline. Make it easy for an editor and they will respond with the media coverage you crave.

5. Don’t bombard your press list with one release after another. Pay attention to how they like to be communicated with and identify what kinds of information they prefer and in what formats.

6. The shorter the better. A two-page release may tell your story but for an editor it’s just too long!

7. And don’t forget, those editors will really respond to your personal “thank you.”

Advertising: Where Does the Money Go?
Advertising is one of those things that must support the overall marketing plan and you should spend those dollars wisely. Don’t spend unless you are willing to monitor the results. It may seem obvious, but sometimes it never gets done.

Distribution advertising is a must. Trade advertising is a good next step because these relationships are invaluable and really help build a new brand. Consumer advertising is appropriate when shoppers can find your products in the stores and recognize your brand. National consumer advertising plays an important role and can be a driving factor in creating a strong relationship with the store buyer. I am also an advocate of national in-store publications that offer well- thought-out added value. These publications are geared to the natural products industry and offer some great pricing.

For large or small companies, conscious relational marketing works, and for all the right reasons in the organic industry. We have key products and missions that can serve a transformative function within our culture. Remember to pull out the checklist from time to time and reconcile your plan and your key personnel to the mission and vision. Happy sales!

Shari Hindman owns Integral Marketing, a marketing company that focuses on public relations. She chooses clients based on conscious mission and right relationship. Reach her at sharilhindman1@comcast.net.