Marketing

Product Labels: Transparency Matters

November 1, 2015 By Kathryn McGuire

Product label information matters. Specifically — what you choose to put (or not put) on your label could be the determining factor on whether or not a customer chooses to buy your product over your competitor’s.

According to a Trace One Network study, 40% of consumers said they’d be willing to pay for more a product if the product label listed more detailed ingredient and allegory information.

Label transparency matters.

The Trace One Network, a private brand product lifecycle management (PLM) solutions and transparency software, released the results of its “Global Consumer Food Safety and Quality” study.

The study revealed that only 12% of consumers said they “wholeheartedly” trust the safety of the brands they consume.

“In fact, more than a quarter (27 percent) of consumers do not even trust the information on food product labels,” the Trace One Network states.

“The good news is that consumers worldwide have embraced the value of private brands, but the bad news is that they still do not trust the quality, safety and ingredient documentation of any food brand – be it private or National,” said Chris Morrison, CMO of Trace One. “Consumers are demanding more information and want reassurances that the foods they’re eating are safe – and originating from reliable sources. Brands that go above and beyond to share accurate and reliable product information with consumers will ultimately be rewarded with increased consumer trust.”

From the Trace One Network:

Key findings of the “Global Consumer Food Safety and Quality” research also include:

•Of those consumers who do not buy private brands, 25 percent named fewer choices and 24 percent cited lower food quality as their top reasons.
•An overwhelming majority of respondents (91 percent) say it’s important to them to know where their food comes from, but nearly two-thirds (62 percent) say they’re not provided with enough information about what’s in their food and its origins
•84 percent of respondents believe food retailers and manufacturers are responsible for private brand food quality and safety
•More than one-third (36 percent) believe food retailers or manufacturers don’t act quickly enough or provide timely information during health scares

While your brand may not be a private label brand, there’s still a lot you can learn from these survey results.

Consumers want more information about the product they’re buying. They want to know the ingredients in the products they’re purchasing, they want to know what allergy interactions, they don’t want to read false health claims, they want to know where their products are made and where the products are sourced.

When designing your product label, keep it honest and you will build a brand consumers trust!

Filed Under: Marketing Tagged With: Consumers, Content, Marketing

Product Labels: Be Wary Of Making Claims

October 4, 2015 By Kathryn McGuire

These days, it’s tempting to dress up your copy by using trendy terms, such as healthy, organic, GMO-free, etc, but be wary of making claims you haven’t done due diligence to back up.

Consumers are growing more and more wary of marketing claims and doing their homework to make sure they’re feeding their families is what companies are proclaiming, and if they’re not, they’re airing their grievances on social media and sometimes worse.

What’s worse, if consumers don’t investigate your claims, the FDA might.

In the last couple of weeks, Coca-Cola, the makers of Vitaminwater, has agreed to remove health benefit claims and add the words “with sweeteners” in two places on its label in order to settle a class action suit filed against parent Coca-Cola in 2009 by the Center for Science in the Public interest (CSPI).

Recently, two parents sued Welch’s Food, Inc., the makers of Welch’s Fruit Snacks, for claiming their snacks contain real fruit.

“The two women leading the legal dispute say pictures of fresh fruit and catch phrases on the packaging deceived health-conscious parents who purchased the fruit snacks,” Think Progress reports.

The women sued Welch’s, claiming the packaging is deceiving.

“Welch Foods has deceived shoppers by engaging in a deceptive marketing campaign to convince consumers that Welch’s Fruit Snacks contained significant amounts of the actual fruits shown in the marketing and on the labeling of the products, were nutritious and healthful to consume, and were more healthful than similar product,” the lawsuit claims.

Either this month, Kashi paid $3.9 million to settle a lawsuit that claimed Kashi’s labeling was misleading when it claimed its products were “all natural” when, in fact, the product contained “bio-engineered, artificial and synthetic” ingredients.

When labeling your product, resist temptation and be as honest as possible. Don’t make claims you can’t support. Consumers appreciate honest companies.

Be wary, your claims could come back to haunt you.

Filed Under: Labels Tagged With: Labels, Marketing

10 Tips For Getting Your Product On Store Shelves

August 16, 2015 By Kathryn McGuire

You had an idea, you created a product and a business. You’ve got a package, a logo and a label. Now it’s time to get your product in front of customers and on store shelves. What next?

Gaining valuable shelf real estate can be a battle but doing so can help rocket sales.

Here are 10 tips that might help you get your product on store shelves:

1. Become a reputable company. Build a website and a social media presence. Make sure your product label meets federal guidelines.

2. Conduct and document consumer feedback and testimonials. Survey customers about your product. Ask them what stores they’d like to see your product stocked, ask them how often they’re likely to purchase your product, etc. Tabulate survey responses. Create a spreadsheet of the customer feedback for grocers to read.

3. Offer your item on consignment. Ask for shelf space but don’t require the store to purchase the product. One the items have sold, the store pays you a percentage of the profits.

4. Ask to do a one-day promotion, trunk show or demonstration of your product. Set up a table, hand out samples, business cards and other collateral.

5. Ask your customers to request your product at their favorite stores.

6. “Donate” a small sample of your products to the store for the store to sell. This offers a no-risk option of stocking your product.

7. Ask the store if they’re willing to stock a small number of your products with a pre-sale or order option.

8. Build a robust wholesale process. Make it easy for stores to order your product. Deliver your product on-time, every time.

9. Dedicate a “Where to Buy” section on your website. Let your customers know where they can find your product in stores and encourage them to purchase from your vendors. This will help promote the store and shows you support your vendors.

10. Make sure your product, logo and label is professional. Invest in a label dispenser to ensure you have a proper aligned, even label.

Filed Under: Marketing, Small business Tagged With: Marketing, Stores, Vendors

Eco-Labels and Marketing

June 14, 2015 By Kathryn McGuire

Consumers who care about a cause are more likely to pick up a product that is affiliated with or identifies with said cause.

For example, environmentalists are more likely to reach for a product that is certified organic and animal-rights activists are more likely to reach for a “Cruelty-Free” product.

Even if your company aligns itself with a mission, it may be hard to become a certified product, and there are often many, many hoops to jump through to achieve certification, but taking the steps to achieve the certification may pay off in a big way.

When given a chance, 83% of customers reach for a product that is labeled as being environmentally friendly.

Studies show that consumers often make purchases based on emotion. If your company’s values align with environmental or animal causes, it would be wise to seek eco or cruelty-free certification.

Achieving special certification is often a lengthy process, but it’s one that may pay off in the end.

There are currently more than 400 products on the market that have achieved special certifications.

There are many types of labels your company can aspire to achieve.

Single-attribute labels focus on one environmental issue, such as sustainable product sourcing.

Multiple-attribute labels are labels that have been certified in more than one area.

In order to be certified, you’ll likely have to be certified by an independent-third party company. The company will likely audit your materials list and suppliers. You’ll need to prove your product(s) are “green” or “Cruelty-Free.”

Some companies choose to self-certify their product, however, self-certified product labels or emblems often carry less credibility. Consumers are becoming more aware of certification emblems, so self-certification should be done sparingly.

If your product meets the criteria for an eco-label, take the steps to become certified– It will likely pay off and you’ll have a brand conscious consumers trust.

Filed Under: Labels Tagged With: Eco Labels, Labels, Marketing

Color-Coded Food Label Lauded By Nutritionists

May 10, 2015 By Kathryn McGuire

Image Credit: Free Images

What if every food label had a color-coded grade that told customers whether or not the food is healthy? Imagine picking up two bags of chips: one with a large red ‘F’ on it and one with a large green ‘B’ on it (red ‘F’ indicating the food is a poor dietary choice and the green ‘B’ indicating the food is a healthier option). Which would you choose?

France is considering a similar labeling system. The proposal is to use a colored-lettering system to help consumers know which foods are healthy and which ones aren’t.

The goal is to combat food companies’ clever marketing tactics such as labeling foods as “Low Fat” or “Reduced Fat” by providing consumers with an overall grade that takes saturated fats, sodium, calories, sugar and cholesterol into account.

“An effective antidote against nutritional marketing: The coloriel code thwarts marketing techniques consisting of wear flattering cuts salt and fat or to make much of that ingredient nutritionally rewarding for imparting proper image,” a French study states.

If a color-coded, grading system was applied to the FDA’s newest food label recommendations, do you think it would help combat obesity and diabetes?

Using creative, colorful fonts and tag lines are great, but using misleading health claims is not a fair way to gain a loyal customer base.

Consumers are getting smarter and are really beginning to question what goes into their food.

Don’t end up on one of the many sites now devoted to calling out foods and manufacturers who make misleading health claims.

Labels are important. Use yours to promote your product in an ethical, responsible way and you will gain a loyal customer base!

Filed Under: Labels Tagged With: Food Labels, Labels, Marketing

3 Tips for Marketing Your Beauty Product

October 22, 2014 By Kathryn McGuire

Without effective marketing it will be extremely difficult for you to get your beauty product off the ground. There are almost infinite competitors in the marketplace and they are vying for a piece of the beauty industry pie.

Launching your product can pose a lot of challenges, but there are a few tips that can give you a leg up on competition.

1. Find a Unique Selling Proposition

What makes your product different? The beauty market is extremely saturated with almost every kind of product you can imagine. Take a hard look at your product and determine how it is better than the next person’s.

Maybe your product is made from all organic ingredients or maybe it is for people with sensitive skin. Find all of these unique selling points and use them to your advantage.

2. Start With Your Community

Marketing your product is not going to start with a national TV commercial airing during “Scandal”. The best place to start your marketing efforts is with your friends, family, and local community.

Setup digital profiles so that you local fans can connect with you and start providing feedback and advocacy. Referrals and word of mouth from your personal community can translate into hundreds of new customers.

3. Get Your Product In People’s Hands

Getting your product into peoples’ hands is paramount to your marketing success. This is especially true with the beauty product industry. It is hard to convince someone that your lotion will make their hands softs if they haven’t actually used it. It is a lot easier for a person to imagine your mascara on them if it is actually on their face.

Attending craft fairs, farmers markets, and other community events will help you to get your products in peoples’ hands.

Filed Under: Marketing Tagged With: Marketing, Small Business