Question

Topic: Strategy

Strategy For An Online Natural Products Company

Posted by Anonymous on 2/15/2010 at 12:05 AM ET 125 Points
I would like to develop a comprehensive marketing plan for a new online company that will distribute and sell private label premium organic body products. I would like help with developing a strategy. We are a start up with a limited budget- hence the online focus. Should we be online only or offline as well? The market is very competitive, and we will likely need a mix of online and offline activities (PR and advertising) in addition to blogs, social networking, online ads, search, cross promotions, etc. If offline, how do we get our products out there? How much should we budget? Suggestions and recommendations for marketing strategists are welcome. I would prefer a consultant with experience in the organic natural body products/ supplement/food and beverage industry

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RESPONSES

  • Posted by Jay Hamilton-Roth on 2/15/2010 at 8:39 AM Accepted
    If you have a limited budget, start locally - selling at your local craft fairs, farmer's markets (if you make it yourself), and street fairs. Find out what people are buying, why, and what questions they are asking.

    Creating a website is fast, but ultimately it's about: 1) getting traffic and 2) converting your visitors into customers. The first part a SEO expert can help you, the second part is truly up to your understanding of why people buy your product. That's why starting locally may be your best bet - to understand how to sell, how to talk, and how to package.
  • Posted on 2/15/2010 at 1:19 PM Author
    Dear Jay,
    Thanks for your response. I have built the website already and I don't have time myself to go to craft fairs. So I would want to drive traffic online
  • Posted by tracyp on 2/25/2010 at 5:02 PM Accepted
    IMO, you have to be extremely authentic to be credible in this product area. People who buy organic products want to know that you walk the talk. How will you accomplish that? Not an answer, I know, but something to consider.
  • Posted by Clare Mckee MA on 2/26/2010 at 3:34 PM Accepted
    You can't smell or feel your products which are online and unknown; without buying - this is asking an awful lot from a typical consumer.Even if you have success in driving lots of traffic to your site why would they buy such an unknown quantity? Success stories in this field have a mix of offline and online activity, therefore when people shop online they already know what their products are like. Some supersonic PR might help with someone credible who has used your products, but not sustainable on its own. Web traffic does not automatically = sales. You need to get people touching your products first to stir and create a demand.
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