Since 2013, Under Armour’s CEO has spent nearly a billion dollars to acquire well-known fitness-aligned mobile apps MapMyFitness, MyFitnessPal and Endomondo. Now Under Armour, as you likely know, is an athletic apparel company, with more than 70% of its revenue coming from apparel sales. So why would an apparel company like Under Armour invest so much money to purchase tech companies and apps?
The answer is simple for marketers to see: Under Armour is amassing the largest community of people online who exercise and they now have access to all of the data that comes with that. With this technology under their belt, Under Armour knows these app-users preferences and habits, giving them a serious advantage over several behemoth competitors like Nike.
Now, we’re willing to bet that Under Armour is not only using these apps to strengthen relationships between consumers and their brand, but they are also using this data to improve upon their products and provide additional value and insights to the retail buyers who chose Under Armour products.
So, what does this mean for you as a fresh produce marketer?
You might not have nearly a billion dollars to spend acquiring food apps, but with an investment in the right tools, resources and a well thought out marketing strategy, you can follow Under Armour’s lead. Consumer marketing has the potential to feed your trade marketing strategy in this same way. Fresh produce brands can also amass a large community of consumers online who are enthusiasts for YOUR products, all while gathering data on their shopping preferences to provide to your retail buyers.
This smarter approach to marketing is known as inbound marketing. The ease and availability of digital marketing tools that can directly engage vast audiences is what makes it achievable for marketers without an “Under Armour sized budget.” By implementing inbound marketing practices, your brand is available with valuable content when consumers (or your buyers) search for your products online. Forms on your website capture consumer preferences in exchange for your valuable content, which means you are able to start building the same type of database of enthusiasts that Under Armour has. And the best part? You AND your retail partners are no longer relegated strictly to third party shopper data to make strategy decisions.
With the ability to gather your own psychographic data from the people who purchase your products, your investment in consumer marketing actually becomes an investment in your customers and their success (and ultimately, your own!). Inbound marketing truly meets the needs of all three parties; your brand, the consumer and your buyers. Now it’s YOUR job to think strategically about what data your customers would appreciate and what content you can provide consumers to get it.
We know it’s possible for you to follow this strategy for your own marketing because we know fresh produce marketers who are doing it. They’ve discovered the power of this win-win-win approach and have successfully correlate consumer marketing efforts into actionable responses that deliver value to their retail partners. Interested in becoming one of these brands? Schedule a consultation with us at Fresh Summit in New Orleans and let’s talk about the possibilities.