The GoMacro mission statement begins, “People. Good content marketing is really about placing your product in the ideal context for your consumer to receive it.
GoMacro succeeds in reaching both groups with copy that places their product as equally at home in both contexts. While these mindsets may appear opposite on paper, their shared values of ethical consumption and corporate transparency unite them. While environment-focused consumers look at how their consumption affects the world around them (outward), the health-minded consumers focus on how their consumption affects their own body and mind (inward). Essentially, they have the same values and concerns about their consumership, but applied in different contexts. Both are concerned with ethical consumption and maintaining a healthier environment. There is obviously a shared consumer pattern between these two groups. Its goal is “balance for ourselves and for nature.” And, ironically, it balances two different consumers: “crunchy granola” health food enthusiasts and shoppers passionate about the environment.
The connection is subtle, but innate: a healthy environment grows ingredients that feed a healthier person.ĭespite similar goals and lifestyle choices, few brands take advantage of this overlap-making GoMacro a savvier company than its competitors. It delivers that message with copy that appeals to environmentalists and health food advocates alike-beginning with the product names.īars named “Timeless Treasure,” Heartwarming Retreat,” and “Simple Splendor,” decorated with imagery of farms, trees and mountains, evoke the beauty of the natural world. GoMacro’s plant-based protein and snack bars are in a crowded category, but it’s able to set its product apart by highlighting its use of renewable energy in the production process. Here’s what marketers can learn from its strategy.Ī commitment to renewable energy attracts consumers who look inward and those who look outward GoMacro’s messaging speaks to an audience with a diverse range of views and buying styles, but a shared love for renewable energy and all things natural. Without introducing new products or doing a brand overhaul, GoMacro is able to target consumers precisely because it has an expansive view of who would be attracted to its products, and it is not afraid to open up about its business practices. Let’s take a look at GoMacro, a sustainable plant-based food brand with content targeting two different kinds of consumers. The sites focus on product descriptions while neglecting to tell their bigger brand stories.Įschewing transparency about their commitment to health and sustainable ingredients can deter the growing percentage of consumers who don’t just want to buy a good product-they want to buy from a good company. Both of these companies have limited website content describing their processes, their background, or specific ingredients. LARABAR takes a more health-forward approach, listing the many attributes (non-GMO, gluten-free, vegan, etc.) of its unsweetened bars. KIND bars, drizzled in chocolate and peanut butter with ingredients bonded by honey, position themselves as a satisfying snack you don’t need to feel guilty about. While it’s good practice to use consumer data to inform key target demographics (married/unmarried, race, gender, etc.), locking your brand into just one type of shopper can end up ignoring a swath of potential consumers.Īnyone who has been to a grocery store in the last ten years has probably noticed the proliferation of snack bars dominating the health foods aisle-and each brand’s varying marketing approach. When brands become hyper-specific on who their typical customer is, they can miss out on opportunities to expand the reach of their message.
0 kommentar(er)
