Market LOHAS and Mambo Sprouts Marketing Research Natural Channel Thought Leadership at Coupon Professionals Annual Conference
4/27/2014 Press Release
Boston, MA – Market LOHAS and Mambo Sprouts Marketing Research recently presented Natural Channel Coupon Trends, Case Studies and Best Practices at the Annual Association of Coupon Professionals (ACP) Industry Coupon Conference which took place April 22-24 in Orlando, Florida. Karen Herther and Bethany Stanley, Principals of Market LOHAS and Directors of Mambo Sprouts Marketing Research presented with Matthew Saline, CEO and Founder of Mambo Sprouts Marketing.
Themed "The Wonderful World of Coupons, Imagine: Innovation, Insight, Interaction," the conference was developed under the leadership of the Association of Coupon Professionals in collaboration with the Food Marketing Institute, the Grocery Manufacturers of America, GS1 US, Coupon Information Center and the Promotion Marketing Association.
At ACP, Herther and Saline talked about how the Natural Foods Channel is different. Beyond the presence of Whole Foods Market, there’s less chain dominance, more independent retailers, smaller manufacturers. Health and natural consumers are more affluent, educated and demand more information about health and natural products. Targeted healthy coupons and promotions are effective but reaching consumers can be elusive.
What do we know about natural product shoppers? They make healthy eating, shopping and lifestyle choice based on their personal values and interests – gluten free, non-gmo, fair trade.
They also seek out and research products before they buy (online) and read labels, signs in-store. Health and natural consumers are willing to pay more for these ‘better for you’ products --- but are value conscious – looking for sales and coupons when choosing a brand.
Showcasing natural channel case studies from Mambo Sprouts Marketing targeted coupon promotions, they shared how to reach and engage healthy natural and organic shoppers through targeted natural product coupons promotions online and through partner natural retailers such as Whole Foods Market, independent and regional health and natural food stores (e.g., Mrs. Greens, Lassen’s, Sprouts Farmers Market) which account for 40% of natural product retail sales.
How do you create successful engaging natural channel coupon promotions? Tips include:
• Branding the health and natural coupon and taking the opportunity to share your ‘brand’ story.
• Offering a high value trial-oriented coupon or offer and letting healthy shoppers know where to buy your product is also key.
• Keep their attention and engage consumers with a special giveaway, contest or recipes
• ‘Get social’ via Facebook or Pinterest so they can be your brand advocates.
• Finally let them learn more with links to information about your product.
Market LOHAS services connect YOUR health & natural and sustainable brand to consumers and organizations.