Yesterday, Butler/Till had the opportunity to attend, sponsor, and speak at the Brand Innovators Health & Wellness Regional Summit. While there was a wide array of topics discussed by top industry experts, we saw common themes weaved throughout the programming. See our key takeaways from the summit below.
Keep Things Authentic
Authenticity was a word on repeat as we attended panels throughout the day. It has become increasingly important to not only be an authentic brand by acting on what you stand for but by using your authenticity to your advantage by adding it to your marketing messaging. This idea bleeds into influencer marketing as well, as we heard that when consumers see authenticity from influencers, it means more sales for brands. But when the content is not authentic to the influencer, the products ultimately do not move. We heard that consumers not only care about what you can do for them, but also what you can do for others. Keep this in mind when building your marketing strategy.
Meet Consumers Where They Are
Throughout the various topics covered, we repeatedly heard about the importance of meeting the customer where they are at. This means rather than creating content and then trying to use it across all channels, it is critical to identify the channels where your consumers already are and then create content that will work for those specific channels. When it comes to influencer marketing, brands need to develop a good brief and let go, trusting the influencers because they know their audience and how to connect with them best. This is the approach for the best results when executing this type of marketing.
Really Listen to Consumers
Looking to gain new customers? While research can be crucial to help make informed decisions, when looking to gain new customers, we heard we should leverage our current customers in the marketplace to tell us the good, the bad, and what is important to them. Brands can learn so much from the existing customers who are already dedicated to their brand. There is no denying the data; listening when it shows us patterns or new insights can keep us in the know when it comes to our customers and teach us how to connect with new ones even more.
Connecting with industry experts, engaging in meaningful conversations, and learning new ways to reach customers, we had some great takeaways from the Brand Innovators Health & Wellness Regional Summit. If you have any questions on these topics, let’s connect! Reach out to our team today.
