Business

innovation &
Creativity
IN PERSONALISED NUTRITION

Day 3

Mariette Abrahams PhD MBA RD MSc Nutrition & Genetics, St Mary’s Uni 2021 ©
 Aims & Objectives
- Develop a marketing plan
Objectives - Brand plan
- Digital online plan
- Measuring progress

Copyright Mariette Abrahams 2020

 Marketing old vs new

Marketing Consumer Sell massive

R&D
workshop Test amounts

Consumer Curated Sell

R&D
profile product list solutions

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 “
Learn to see potential in adversity

”
Not all bad ideas are bad ideas

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 Flip a bad
idea

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JUICERO USES DICED FRUIT CUBES AND FROZEN VEGETABLES TO CREATE COLD-PRESSED JUICE AT HOME
TESCO Virtual
supermarket
 Fizzy
yoghurt
sticks

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 Amazon Go

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 Arivale

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 Hold onto your creative kid
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 Positioning

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 SWOT analysis

Strengths Opportunities

Weakness Threats

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 SWOT
analysis
and
strategy

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 Job to do

Outline the SWOT analysis for

your product according to the 4
quadrants

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 Marketing

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 01 02 03 04 05
Product Price Promotion Place People
• Packaging, branding • Positioning in the market • Online (social media, ads, • Online • In-house (team, customer
• Service, USP • Terms, currency SEO) • Offline (distributor, shop, pop- service)
• Customer journey • Offline (shows, magazines, up) • Customers
sponsorships) • Markets
• Partnerships

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 Branding

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 What makes a brand?
o Logo o Tone & Look
o Colours o Composition & quality
o Expertise o Values
o What you endorse o Font
o Jingle

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 “ What people know or say about you
or your product when you are not in
the room
”
Personal Branding
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 People buy from people they

KNOW LIKE TRUST

Event, Social media,
network
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Beliefs, values, Credentials,
Mission, content, Partners, Brands
language, look you’ve helped, social
proof
 What you need to get right

Customer

Messaging

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NICHE YOURSELF
 Make sure what you say and do match!

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 Consumer buying cycle

Brand
Awareness
ambassadors

Adoption Consideration

Decision

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Copyright Mariette Abrahams 2020
 People – getting the message right

o Customers have persona’s NOT a profile, know them

well!
o Your tone & language should reflect the message you
want to convey to the customers that matter
o Show empathy and deep understanding
o For use in all touch-points with customers and leads

Copyright Mariette Abrahams 2020

Customer persona examples (resource)

Time-poor Annie Sciency Susan Forgetful Franny

Professional Dr’ Blogger

Busy career Lives in the suburb with 2 kids Lives in city
Lives in the city Cooks daily Shops online
Eats out daily Exercises 2x per week yoga Buys meal kits

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 Targetted marketing

Age, income, education, Location, Keywords, industry Title, location, Industry,

location, likes, children, Skills,

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 Job to do now

Create 3 different customer

profiles for your product

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 Pricing Niche

Mainstream

Budget

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 Job to do now

Decide on your pricing

strategy and justify why
with data
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 Create a simple pricing map in comparison to
competitors

HIGH

£
LOW
FEW NUMEROUS

Repeat tests/input needed

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Copyright Mariette Abrahams 2020
Place
 Promotion- the new way
Elevator
Automate
pitch (10s)

Measure & Build your

Track brand

Big action

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 Find your tribe
Stu McLaren

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 Simple ways to build a brand
o Public Speaking o Spot new trends and products
o Chair a meeting o Find out about other events
o Sit on a panel o Respond to journalists
o Have a stand #journorequest
o Enter competitions
o Write an article or blog post
o Newsletter
o Hand out leaflets
o Seek out potential partners
o Network with experts

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 Copyright Mariette Abrahams 2020
TAKE BIG
ACTION
Aim for completion, not perfection
 Analytics
performance
 Hootsuite
 Google analytics
 Engagement
 Requests
 Surveys
 Paid projects

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 Automate

Company
Signup Email sequence Schedule call
brochure

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 Jobs to do….

We are a (who) ………that help/do (target

customers)……..with (problem) to achieve (the
solution)……..
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 Digital Marketing strategy

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Available at http://www.kpcb.com/internet-trends
 Online strategy – Why you do it

o Where do you customers hang out? (forums, platform, boards, mummy groups)

o What are the key themes and issues

o How can you be of service?, how can your product/service help?

o How can you build trust?

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 Customer reach strategies

Partnerships/collaborations/sponsorships

Events/webinars SEO/Ads

Online radio Podcasts Guest blogs

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 Which platforms?

Developing a Sharing expertise Raising awareness Personal and company brand

community Personal Brand No loyalty Sell services
Sell mass Build trust Visual brands Build trust
Build trust
*Researchers & *Influencers,
* Mainstream Professionals, personal branding *Researchers & Professionals,
Journo’s Journo’s
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 Consumer buying cycle

Brand
Awareness
ambassadors

Adoption Consideration

Decision

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 Which platforms for which stage?

Awareness Decision Awareness Awareness

Consideration Adoption Consideration
Decision Advocacyr Decision
Adoption Advocacy*Re
Advocacy s & Professionals, *Influencers,
Journo’s personal branding searchers & Professionals,
* Mainstream Journo’s
Copyright Mariette Abrahams 2020
 What you need Key Components

CRM tool Tracking & measuring tool Quality content & Posting
Email marketing Website traffic Blogs & articles
Video content**
Whole management Pages & content
Infographics
Newsletter

Examples Examples Reports

Aweber Google analytics

Examples
Constant contact Webmaster tools Canva,

Mailchimp Google trends Evernote

Adwords
Infusionsoft Hootsuite
BuzzSumo
Hubspot Tweetdeck Wordpress

Drip Facebook audience insights Squarespace, Wix

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Udemy, teachable, Kajabi
 Content schedule

o Social media planner & Checklist

o Limit your time on social media, set a daily goal!

o Engagement is key

o Resource sheet

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 What you could outsource

o Guest blogs
Places to look for help:
o Graphic design
Fiverr
o Video editing
Freelance.com
o Copywriting
Upwork
o Website changes
o Keyword research
o Trend research
o Competitor research

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 Marketing automation

Save time and

Evergreen Sell while you Stay top of Build
free up more
content sleep mind relationships
time

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