Advertising is all about communicating and messaging.  It should be used similarly to having an intimate conversation with a friend, someone you know, like, and, trust.  Advertising can be very expensive and it does not always yield the best results. Experts continually talk about the ability to target consumers.  They all have different ideas on what works best.

The brands and retailers who capture and keep our attention remain relevant and top of mind. Consumers wanted to be talked to – not at!

Some natural brands and retailers have adopted social selling capabilities that rival their mainstream counterparts.  They have the greatest opportunity to build personal relationships with us and our networks.  The key is to always remain close to them. In social lingo, you need to create loyal raving fans!

Large mainstream brands and retailers spend most of their effort pushing content that typically talks at and beyond their audience. This is their achilles heel and the greatest opportunity for natural brands and retailers.  Shoppers want to know how products will best meet their needs on a personal level, from their perspective.  This is key!

Retailers and brands must shift their messaging from being transactional-based to a communication strategy that is more empowering, educational, and conversational.  Shoppers today research products and prices online thus creating their own personal supply chains. Retailers and brands who don’t make those connections will be overlooked.

Natural brands and retailers need to stay relevant in today's ever-changing world if they hope to effectively compete and survive. A strong digital strategy can provide a significant and sustainable competitive advantage. The impact can be great, including delivering a much higher ROI than traditional advertising.

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