9 Tips To Make Your Supplement Line A Success
As noted by Wisner Marketing Group, store brand products are being purchased by consumers at an all-time high rate of acceptance. Private labeling is a hot and growing trend in the nutritional industry. Businesses offering private label products have a “captive base of consumers” and to be successful, they must know how to market the private label product properly. Here are nine tips to be successful in marketing private label products.
1. Quality is Important
Many retail businesses offer “cheap” products and forget about keeping quality products. Products offered in a private label should be equally as good as the national brand, or even better. High-quality products should always be offered to consumers which will meet, or exceed their personal needs.
2. Balance: Prominent Logos & Clear Labeling
Logos added to private label products should be “prominent” and not dominate the brand. Customers must see the purpose of the product as well as its benefits. Creating a logo which is professional and visible is good, but also allow the customer to truly see the purpose and benefit of the product they are viewing. Clearly provide other information on the label including the name of the supplement, dosage requirements, and type (capsules, tablets). Balance the image and information of the product accordingly.
3. Private Label Pricing
Pricing private label products is an important marketing strategy. The pricing should be fairly close to national brand pricing, but still offer the customer a discount. If Henry is looking at a national brand offered for $15, and he is also viewing a private label product for $8 – he may wonder if the private label product is of “cheap quality.” On the other hand, Sally is looking at a national brand which is offered at $12 and a private label brand is for $10. In her mind, it is worth paying the two extra dollars for the national brand. Private label pricing is an important strategy which should offer the customer value while keeping the image of quality present within consumers’ minds.
4. Professional Packaging
Before launching a new private label line in business, professional packaging details should be completed. The private product packaging should be as inviting as the competitors’ name brand packaging. Take time to shop from place to place to find the best company at the right price for trademarking services and developing a professional package for private label products.
5. Spread the Word
Businesses offering new products have many ways to spread the word. Monthly newsletters, emails, product samples, website information, brochures, conventions, and more. Letting as many people know as possible about new products is important to ongoing success.
6. Employee Excitement
Excitement is contagious, especially when offering a great product which fulfills ones needs. When staff get excited about the products offered, they will be more open to help spread the word promoting a new private label product. Consider providing staff free samples to give to others, full-size products to try personally, and offer pricing discounts. Let them help spread the word about the great private label products offered in your business.
7. A Brand That Rocks
Let shoppers know why the brand you are offering “rocks.” Many may say “This brand is the best.” But, what does the term “best” mean? Keep in mind to make a connection with the customer and convey to them why the brand you are offering will meet their needs. This should be done in verbal conversations and written materials related to the product offered.
8. Eye-Level Locations
Choose a location in store which will highlight the private label brand you are offering. Place the product at eye-level for customers to see. National brands are needed for customer selection, but why not highlight private label products offered to promote unending customer satisfaction?
9. Training & Education
Training and education is important within the process of building success. The industry is ever changing and growing. A good contract manufacturer will provide continuing training and education to their clients. The manufacturer should provide consultations, management advice, educational opportunities, and training sessions.