How to build a healthy inflation-resistant product
To maintain revenue growth in a cash-strapped ‘cozzie livs’ world, products need to be seen as must-have items for consumers. The best way to do this is to enhance the perceived value or benefits of your offering.
An inflation-resistant, non-negotiable item for most consumers is something that improves their health and wellness. Especially one that has the credibility of science and experts to back it up. Products such as supplements, skincare, apparel, exercise equipment, technology and devices, apps, fitness and wellness programs, foods and drinks, even pet products, all fall into this category.
If a brand can effectively communicate the legitimate value its health-related product can bring, it can cement itself as a must-have item for consumers and grow its share of shrinking wallets.
Here are 5 things you should start doing now to communicate the science, innovation, success and evidence of your product to enhance credibility and drive consumer engagement and intent to purchase:
1. Share the evidence
If you have any research that underpins the quality, safety or effectiveness of your product, then communicate it. If not, look at ways to get some. Partner with a research group or university, to put the product through its paces. Once you have the results, keep pushing them in your communications so consumers believe your product can do what you say it can.
2. Let the experts do the talking
Go beyond influencers, content creators and celebrities. Partner with scientists, researchers, industry experts or advocacy groups who can lend credibility to your claims and help educate audiences in an authoritative yet understandable way. Having experts associated with your brand and product can also help address any underlying scepticism in a credible manner.
3. Be careful what you say
Depending on the type of product you have, you may need to be mindful of communicating within regulatory codes of conduct. Otherwise, you risk falling foul of laws and regulations that attract penalties or even bring reputational damage to your brand. Just some of the everyday pitfalls include communications being overly promotional, making unsubstantiated claims, or incorrectly using health professionals or influencers to endorse products. If in doubt, engage a communications specialist that knows the regulations and can advise you properly.
4. Show what a difference it makes
Demonstrate how your product solves real-world problems through the stories of the people that use them. Your existing consumers will show potential buyers the tangible benefits and practical applications of your product, making it more relatable and credible. The strongest media stories and content are those with a powerful real-life story, supported by the evidence and third-party experts and advocates.
5. Keep it clear and simple
Attention spans are shrinking so avoid any technical jargon that can alienate your audience. Instead, use clear, simple language to explain scientific concepts or innovations – it’s not always as easy it sounds but it’s a must. This makes the information related to your product more accessible to a broader audience and helps them quickly understand the value and benefits of your product before they scroll on.
By focusing on these key areas, brands can establish strong health and wellbeing credibility for their products, setting themselves apart and propelling them into a non-negotiable, must-have consumer purchase.
#MakePeopleBetter