Marketing to Moms

Natural Products Millennial Women Buy | What’s In Her Freezer?

Natural Products Millennial Women Buy | What’s In Her Freezer?

Our new blog series, Natural Products Millennial Women Buy, will first explore some of the frozen food products that health-conscious, millennial aged women purchase on a regular basis, products that save her time, are a good ‘plan B’ when she can’t get to the grocery store or cook from scratch.

What Shoppers' Grocery Carts Can Tell Us About Them

Shop and Learn | You Don't Really Know a Shopper Until You've Shopped With Them

Next time you're in the grocery store, take a peak into your fellow shoppers' grocery carts. It's fun to see what ends up in shoppers' carts, especially if it is your brand, or in my case, a client's product. By the way, whenever I do spot a client's product in someone's shopping cart, I almost always strike up a quick conversation with them. I usually carry coupons from my clients and offer them a few as a way to thank them for their loyalty. It's a nice touch point that often goes a very long way.

My perspective is you don't really know a shopper until you've shopped with them. That’s one of the premises that makes Green Purse PR unique and why shopper research is fundamental to all the public relations and social communications work we do. Being successful in your consumer marketing starts with understanding the consumer – identifying how they learn about products, how your products are likely to fit into their lifestyle and how to better serve their needs in order to create and maintain a connection (or relationship, if you’re lucky) with those shoppers. 

You don’t really know a shopper until you’ve shopped with them.
— - Lisa Mabe, CEO, Green Purse PR

What can you tell about the shopper from this look inside her shopping cart?

whole_foods_grocery_cart

Maybe she is gathering ingredients to make a special meal. Perhaps it's for a weekend celebration, a dinner party, or maybe it's a work-week meal for her family. Whatever the case, it looks like she has kids, or a lot of cats, because that's a lot of whole, organic milk in there. 

I frequently conduct shopper research, shop-alongs, with women all around the world. Each time I shop with someone, I take into consideration every single product that gets in her cart. Taking into account what products #GetInHerCart, is one of the ways our shop-along research helps us uncover insights that later help us intelligently build successful consumer PR programs.

Some of the insights we learn from shop-alongs include:

  • What products catch her eyes, and what does not.
  • What other products (besides yours) she is buying and how those may even be used together.
  • Why she buys particular products over others.
  • What third party certifications, verifications or ratings she may be looking for.
  • How she connects, or does not connect, with brands and retailers.
  • How your product fits into her lifestyle.
  • How best to build and foster a relationship with consumers like her.

The list goes on and on.

Do you think it sounds smart to plan and implement a consumer marketing program or campaign without first bothering to do a little research on the very people who are hopefully going to buy your product?  No; that's not smart at all, but that's exactly what a lot of companies do.

Be the savvy company that DOES invest in understanding its target shoppers, and gets things right the first time. When you do, the insights you learn and connections you start, will deliver value both in the short and for a long time to come.

lisa_mabe_green_purse_pr

- Lisa Mabe-Konstantopoulos, Founder, Green Purse PR


Want Green Purse PR to shop with your consumers and garner insights to help you better connect with health-conscious women?

Behind the Scenes of our Grocery Shopping Photo Shoot

Behind the Scenes of our Grocery Shopping Photo Shoot

Have a look behind-the-scenes of our recent Green Purse PR photo shoot showing a millennial aged grocery shopper throughout her shopping journey.

Get to know your female millennial consumers

Get to know your female millennial consumers

How well do you know your female millennial consumers? Unless you're shopping alongside your consumers, you may have no idea how they learn about products, who influences their purchases or how your products fit into their lives.

Read on to download our new #GetInHerCart Workbook all about health-conscious, female, millennial shoppers.

Will Grocers Like Whole Foods Market Reinvent the 'Meal Kit?'

Will Grocers Like Whole Foods Market Reinvent the 'Meal Kit?'

Grocery retailers are starting to experiment with the 'meal kit' concept. Here's a new display we spotted at Whole Foods Market.

Recap of Naturally Good Expo in Sydney, Australia

Download my presentations from Naturally Good Expo

I just wrapped up several days at the Naturally Good Expo and Business Summit here in Sydney, Australia where I spoke to some of Australia and New Zealand's leading natural products and retail companies. During the conference and trade show, I spoke about marketing to health-conscious women, mums and millennials. 

While the sessions were not recorded, I have published my presentations online (see form below at the end of this blog post) for you to have a look at, as well as the video that I produced for attendees of Naturally Good Expo. 

As you may already know, I've gotten to know the market here well (I used to be based in Sydney,) am here a few times per year, and am particularly passionate about helping market products from this region to overseas consumers, in places like the USA, Canada, the Middle East and parts of Asia.

For those focused on exporting, getting a good distributor and onto retail shelves or online is NOT enough to be successful in places where you have little to no brand awareness. My consultancy, Green Purse PR, works with companies in Australia and New Zealand to help them understand their shoppers (through our shop-along research) and work on public relations and social media marketing programs to connect directly with health-conscious shoppers.

We support clients with research, strategy and executing ongoing public relations programs. For those who may just be after some initial direction, ideation, training or feedback, we also offer consulting, including one-hour, virtual consult sessions to get you headed in the right direction. 

If you're keen to create more awareness and drive sales at retail or online, contact us. Happy to have an initial chat about our expertise and services, as well as learn where your products are sold, who your target consumers are and what we can do to help you engage with shoppers and drive sales. 

Please fill out this form for access to both of my presentations (Get In Her Trolley & The Next Generation of Shoppers) from Naturally Good Expo. If you are unable to fill out the form, email me at lisa {at} greenpursepr.com and I'll send directly to you. Cheers!  - Lisa, CEO of Green Purse PR

Name *
Name

3 New Resources From Green Purse PR

3 New Resources From Green Purse PR

Check out our new 'Resources' section for three new pieces of content that may be beneficial to you - Guide to Shop-Along Research, Marketing to New Moms Checklist, and Timeline for When to Pitch Media. 

How well do you know your consumers? Shop-Along Research 101.

How well do you know your consumers? Shop-Along Research 101.

How well do you know YOUR shoppers?  Not shoppers your read about in a nationwide report, or a certain segment of shoppers (like women in general), but YOUR consumers that shop at the retailers where YOUR products are actually sold.

Putting a New Migraine Product on the Radar of Health Writers

Putting a New Migraine Product on the Radar of Health Writers

We created a "migraine survival kit" with health-conscious female migraine sufferers in mind. The kit featured one full-sized Stopain Migraine product, along with complimenting products, organic ginger tea, Epsom salt bath bomb, sleep mask, journal and a natural, soy candle. All the products were packed in a natural, canvas bag that recipients could use as a lunch or cosmetics bag.

Understanding how Migraine Sufferers Shop

Understanding how Migraine Sufferers Shop

We recently conducted shop-along research for the new Stopain Migraine brand. We identified a lot of useful insights such as: how shoppers with migraines learn about migraine relief products, where women look for OTC pain relief options and who are the influencers that impact their purchase decisions. 

Shop with Green Purse PR: Looking for Female Migraine Sufferers in Washington, DC, Northern Virginia, Maryland & Philadelphia

Shop with Green Purse PR: Looking for Female Migraine Sufferers in Washington, DC, Northern Virginia, Maryland & Philadelphia

We are currently recruiting participates for a unique and fun research project for a pharmaceutical company in the USA.

Our shop-along study will aim to better understand how female migraine sufferers shop for products that offer migraine relief. We want to understand if this group typically reached for conventional over-the-counter drugs or prescriptions, homeopathic products, or other alternative forms of relief. 

Welcome Shah Trading Company to the Green Purse PR Family of Clients

Welcome Shah Trading Company to the Green Purse PR Family of Clients

Green Purse PR is happy to welcome Canada-based Shah Trading Company to its family of clients. Shah Trading Company is offering a new branded line of products called Dunya Harvest. "Dunya," meaning "world," offers a wide variety of healthy pantry staples, including beans, rice, grains, oats, peas, seeds, and lentils.

Welcome Changing Habits to the Green Purse PR Family of Clients

Welcome Changing Habits to the Green Purse PR Family of Clients

Green Purse PR is happy to welcome Australia-based Changing Habits to its family of clients. Changing Habits will soon be launching a new documentary called, What's With Wheat; we will be supporting their efforts to get Americans watching and talking about this new film. 

New Resource: Download our Marketing to New Moms Checklist

New Resource: Download our Marketing to New Moms Checklist

DOWNLOAD our new resource, Marketing to New Moms Checklist, to discover some areas to consider when putting together a proactive program to reach moms. Contact Green Purse PR to discuss how we can work with you and your partners to create an effective marketing to moms program.

New Hope Network -- Insight from Expo West: Brands tell all about winning PR tactics

New Hope Network -- Insight from Expo West: Brands tell all about winning PR tactics

In addition to speaking at Natural Products Expo West and managing media interviews and social communications coverage for clients like JicaChips, I had the opportunity to discuss winning public relations plays with several exhibitors. Some companies I met on the show floor, and others I spoke with during a private breakfast briefing where I was a guest speaker. 

How-To Videos Make Your Product Easy to Explain

How-To Videos Make Your Product Easy to Explain

I often hear from brands who have a difficult time explaining their products and their uses to consumers. From food products like herbal pastes and frozen coconut, to items such as hand-held blenders and tea accessories, I find that short, how-to videos are a great solution to educate. 

Demand for Organic Food Growing in the Middle East

Demand for Organic Food Growing in the Middle East

It will be interesting to see how many more companies will have certified organic products on offer during the Gulfood trade show coming up in Dubai 21-25 February 2016. Our client, OBE Organic, will be exhibiting at Gulfood, and is one of the brands responding to increasing consumer demand for organic beef, as well as high quality beef from Australia that consumers there know and trust.

What's new in Healthy Snacking? Discover JicaChips at Expo West

What's new in Healthy Snacking? Discover JicaChips at Expo West

We're excited to help introduce America to a new healthy snacking option made from jicama, a root vegetable not well known yet here in the USA. If you will be at the Natural Products Expo West trade show March 11-13, plan to discover JicaChips and their delicious new line of non-GMO, gluten free, baked chips.

Welcome JicaChips to the Green Purse PR Family of Clients

Welcome JicaChips to the Green Purse PR Family of Clients

Green Purse PR is happy to welcome JicaChips to its family of clients. JicaChips is a new line of healthy snacks made from the ancient root vegetable, jicama, from Central America. A great alternative to typical potato chips, JicaChips are non-GMO, gluten free, and come in a variety of unique flavors.

Just Announced: Lisa Speaking at Natural Products Expo West

Just Announced: Lisa Speaking at Natural Products Expo West

Don't miss our Founder & CEO, Lisa Mabe-Konstantopoulos, speaking on a panel at Expo West.