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Strategic Insights Study Client XYZ | October 1 – December 31, 2013 Client XYZ Building a Marketing & Engagement Roadmap

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Penton Digital Research Strategic Insights Study Audience Insights Sample Report

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Strategic Insights StudyClient XYZ | October 1 – December 31, 2013

Client XYZ

Building a Marketing & Engagement Roadmap

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Audience: Women 25-40

TOP PRODUCTS High Quality Fish/Krill Oil CoQ10 Prenatal Gummy Vitamins (Female Family Buyers)

TOP SPECIALTY CATEGORIES Children's Health Anti-Aging

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PREGNANT WOMEN Future moms are supplementing with multiple

vitamins rather than just taking a simple prenatal. Some moms have issues with the size and taste

of their prescribed prenatal vitamins. They are also experiencing ill-effects from the supplements.

Whole food or “natural brands” are suggested for those with morning sickness or sickness due to prenatal vitamins.

Many advise against shopping at pharmacies and big box stores for prenatal vitamins, and recommend specialty stores or Whole Foods.

MOTHERS WITH SMALL CHILDREN Consult with other moms on brands and

supplements that are safe for their children. Multivitamins are popular products. Omega-3s are being discussed more, especially

DHA in relation to brain health. Taste and form is a big sticking point with moms –

they look for products that taste good and are easy for kids to take.

HEALTHY LIFESTYLE LIVING/MAINTAINING HEALTH They want customized products and

programs that support their lifestyles. Likely to pay more for higher quality

products and are very brand-loyal. Want clean and natural products that don’t

have fillers.

EARLY CONSCIOUSNESS ABOUT AGING PROCESS Starting to think about aging much earlier

and are taking measures to maintain health and appearance while in their twenties.

Are confused about what products are best for addressing future aging issues, or if it’s even effective for them to “start early”.

Want products that work well with their skin types and won’t make them break out.

Who are They? The 25-40 audience segment is comprised of different categories of females.

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What’s in her cart?

Multis

Prenatals

Where is she shopping?

Online• Amazon.com• Vitacost.com

In-Store• Whole Foods• Trader Joes• Vitamin Stores

Women 25 – 40: Mothers

Forms: Gummies are the most popular with moms and moms-to-be.Kids: Moms prefer gummies or chewable multivitamins for their kids.

What are her pain points?

What content does she consume?

Taste: Looking for products that taste good.

Cost: Wants quality products at affordable prices.

Labels: Wants to kCompetitor 1 what is and is not included in this product without research.

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Trending Content & Retailers DiscussedTRENDING CONTENT

Blog posts – the most popular types of this content are formatted as lists, such as top ten things you can do to help yourself get pregnant or top 15 signs your child is vitamin D deficient.

Recipes – Moms are always on the look out for healthy, inexpensive recipe options for the family. There is an emphasis on using foods that are tasty yet healthy.

Coupons – Those running a household are seeking out product and store coupons in order to save money. If a brand offers an enticing coupon, thrifty moms are more inclined to try it over a competitor in order to save money.

Retailers mentioned: Target Walgreens CVS Walmart Whole Foods Trader Joe’s Other mentions include pharmacies, and

sometimes GNC & Vitamin Shoppe.

Online Retailers mentioned: Vitacost.com Amazon iHerb.com

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Children & Pregnancy Consumer Audience MOTHERS WITH SMALL CHILDREN / PREGNANT Consult with other moms on brands and

supplements that are safe for their children. Multivitamins are popular products. Omega-3s are being discussed more, especially

DHA in relation to brain health.

Pain Points Taste and form is a big sticking point with moms –

they look for products that taste good and are easy for kids to take.

Some moms have issues with the size and taste of their prescribed prenatal vitamins, or they can experience ill-effects from them.

Whole food or “natural brands” are suggested for those with morning sickness or sickness due to prenatal vitamins.

Many advise against shopping at pharmacies and big box stores for prenatal vitamins, and recommend specialty stores or Whole Foods.

Price is the biggest pain point. Those who are really dedicated with keeping natural/non-gmo/etc. are willing to pay more for quality products & brands.

Looking to retailers for:

Coupons – very important in how this group shops. Once they have an established brand or product that they prefer, they will buy it from whoever is offering it at the lowest cost or if there is a coupon.

Convenience – (Women shopping brick-and-mortar) if the product can be found in their supermarket or favorite shopping center, they’ll buy it there since it’s convenient for them.

One prenatal - Future moms are supplementing with multiple vitamins rather than just taking a simple prenatal.

SUB-AUDIENCE:WOMEN DISCUSSING FERTILITY

This group actively discusses a variety of supplements. Many mention taking doctor recommended brands and products.

Prenatals are important to this group, as well.

Pregnitude – a popular supplement that women trying to conceive are taking. It’s myo-inositol. Some are choosing to take inositol as a standalone supplement. Client XYZ is a recommended standalone supplement.

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Influential SourcesCONTENT INFLUENCERS

Mothering – This online publication is specifically for families who have a natural lifestyle. It offers articles, blogs, doctors advice and discussion forums.

COMMUNITIES

Baby Center – This online community has multiple forums and groups for all types of moms, including those who live the natural and organic lifestyle.

The Bump – Another community for moms created by The Knot. This site offers discussion forums, blogs, articles and personal stories.

BLOGS

Real Fit Mama – The owner of this blog, Julie Festa de Lagarde, is an acupuncturist and herbalist who also runs a wellness practice. Her blog posts are often being shared hundreds of times, specifically on Facebook and Pinterest, two very popular channels for mothers and pregnant women.

Money Saving Mom – This blog is focused on personal finance and targets mothers managing a household. The site is continually updated with brand and store coupons, daily deals and recipes. Blog posts average around 10,000 shares primarily on Facebook and Pinterest.

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WHAT?

In order to reach mothers, use influencer outreach to promote products that pertain to mothers, families and/or children.

WHO?

Incorporate influential mommy bloggers into your digital marketing efforts and online events.

HOW? Offer product giveaways in exchange for

reviews. Provide samples for bloggers to distribute to

readers. Invite bloggers to pin on community Pinterest

boards targeting mothers. Sponsor online events, such as Google

Hangouts or Twitter chats:

• Having a Healthy Family on a Budget

• Being a Natural Family Without Breaking the Bank

• Latest in Children’s Nutrition

SUGGESTED CONTENT?

Healthy Recipes Cooking with Whey Protein Incorporating other Client XYZ Products

Peer Reviews & Testimonials

Coupons Personalized coupon codes for event

attendees Downloadable coupons for in-store use

Video Features Recaps of online events Healthy cooking with the family Healthy activities to do with kids

Content RecommendationsMommy Blogger Product Outreach

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What’s in her cart?

Multis

Where is she shopping?

Online• Amazon.com• Vitacost.com• iHerb.com

In-Store• Whole Foods• Target, Walmart• GNC, Vitamin Shoppe

Women 25 – 40: Fitness & Weight Management

Shakes: Many women use protein shakes as meal replacements when losing weight.Multivitamins: This is the primary supplement that women are discussing and using.

What are her pain points?

What content does she consume?

Taste: Looking for products that taste good, especially shakes.

Cost: Wants quality products at affordable prices.

Ingredients: Does this comply with their diet?

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Weight Management Trending ContentWorkouts

Blogs

Videos

Recipes

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Weight Loss Supplements WEIGHT LOSS Those using whey protein as part of their weight

loss routine discuss taste the most. Many are purchasing their whey protein in retail

locations, such as GNC, Vitamin Shoppe and big box stores like Target and Walmart.

• Many are discussing brands that are carried in these stores.

• Some purchasing online are buying from companies that specialize in weight loss products, such as Isagenix and Shakeology.

Primarily, women use shakes as part of their weight loss routine.

Most look for shake products that promote weight loss on the labels.

There is some concern on whether protein shakes actually help lose weight.

Some use protein shakes as meal replacement. Most use protein shakes in conjunction with a

workout routine/exercise plan.

DIET SUPPLEMENTS As part of weight loss routines, people are

supplementing their diets with additional supplements.

Multivitamins are the most popular form of supplementation for people seeking weight loss.

Young women discussing diet supplementation are more likely to be drawn to products that advertise weight loss.

• Metabolife is sometimes mentioned in these conversations.

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InfluencersCONTENT INFLUENCERS

Women’s Health – This is a very popular fitness publication that women are reading and sharing with their peers. The publication’s website offers women weight loss tips, targeted exercises, recipes and helpful videos.

COMMUNITIES

MyFitnessPal – This site grew from a free mobile app into one of the largest nutrition databases and weight loss communities online. Many users are women who use the forums for support during their weight loss journeys.

Spark People – This is an online diet and healthy living community with over 15 million registered members. In addition to forums, the site offers blogs, videos and fitness programs.

BLOGS

Fit Sugar– This blog is an offshoot of the pop culture blog, Pop Sugar. It produces content, such as workout routines, to-buy lists, videos, recipes and celebrity tips, targeted at women. This content is being shared across multiple social media platforms, but Pinterest is the biggest medium.

MindBodyGreen – This blog is dedicated to overall health, including weight loss. It’s producing content that focuses on lifestyle and diet, including video courses, articles, recipes and exercise routines. Most of the content from this site is shared on Facebook.

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WHAT?

Creating a resource center or microsite targeting women that want more information around fitness, fitness products, and losing weight.

WHO?

Incorporate existing brand representatives, such as Lolo Jones, and reaching out to influential fitness bloggers and brand advocates to build content.

HOW? Build content focused on fitness and

weight loss. Invite bloggers and influencers to guest

blog on your site. Repurpose fitness videos focused on

women and weight loss. Host Q&A’s with leading industry fitness

experts on your social channels.

SUGGESTED CONTENT?

Healthy Recipes Cooking with Whey Protein Incorporating other Client XYZ Products

Coupons Coupon Codes for online Downloadable coupons for in-store use

Blog Latest fitness news and trends Super foods women need in their diet Workouts Weight loss tips

Video Features Exercise and workouts specifically for women

Social Media Twitter Q&As Pinterest Boards Facebook & Instagram Contests

Content RecommendationsBuilding a Microsite Similar to Client XYZ Fuel

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What’s in her cart?

Probiotics

Where is she shopping?

Online• Amazon.com• Vitacost.com

In-Store• Whole Foods• Trader Joes• Vitamin Stores

Women 25 – 40: IBS/IBD

Strains: They discuss what number of strains are better to take depending on diagnosis and symptoms. Refrigeration: They often prefer probiotics that are refrigerated because they kCompetitor 1 it’s going to be fresh.

What are her pain points?

What content does she consume?

Dosage: Want a product that is one pill-a-day or gives a full month’s supply.

Labels: Looking for indicators of dietary & lifestyle preferences.

Ingredients: Want to avoid certain ingredients to prevent flare ups.

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Influencers & Trending ContentINFLUENCERS

Forums

IBS Group – A niche community for people who suffer IBS/IBD

Individuals

Dr. Bruce West – closely associated with the Standard Process brand. IBS sufferers refer to him as a credible source when discussing brands to take for their condition.

Thomas Martin – Author of the book, One Percent: My Journey Overcoming Heart Disease. Blogger for the One Percent blog, who has linked to Dr. Whitaker’s blog posts, and writes about natural supplements as it relates to vitamins, probiotics, managing high blood pressure, etc.

TRENDING CONTENT

Forums

Consumers relay on online advice from peers and online research studies to learn about possible diagnoses, treatment options and lifestyle adjustments such as foods to avoid.

Information they seek: GI related symptoms Treatment Alternatives Nutrition / Diet recommendations such as:

• Foods to avoid or compliment new diets• Diet Alternatives

Educational materials/ blog posts

/industry articles Food guides Easily accessible content, what strains to

look for in probiotics, what are digestive enzymes, how to alter a diet with a supplement to avoid symptoms/side effects.

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Questions Consumers are Asking

“What research can you show me around my diagnosis, particularly IBS?”

“What strains of probiotics are the best to take for my disease?”

“What herbs and supplements will interact with my prescription medication? What are the side effects?”

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Consumers don’t trust their doctors much when recommending specific brands of probiotics. This is where educational content from a brand is needed.

Easy-to-understand visuals and content around: Food lists – what to avoid Probiotic strains – what does it mean?

When to take a certain strain for a certain symptom

Thomas Martin, closely associated with probiotics as well as other supplements and health issues is a strong influencer and well recognized and trusted within the market by consumers. Leverage Martin’s following and thought

leadership, utilize his kCompetitor 1ledge for guest blogging purposes, and Q&A’s on Client XYZ-dedicated social channels. This group is active on social and are very vocal and in need of answers to their questions.

Specific Educational Content OpportunityThis audience segment is often confused by their symptoms as well as all of the options on the market for probiotics.

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What’s in her cart? Where is she shopping?

Online• Amazon.com• Vitacost.com

In-Store• Whole Foods• Trader Joes• Vitamin Stores

Women 25 – 40: Anti-Aging

Serums: They want serums and lotions that won’t break out or irritate their skin.Aminos: L-Carnosine is the preferred amino for these women.

What are her pain points?

What content does she consume?

Cost: Sometimes seeks out home remedies rather than buying expensive products.

Labels: Looking for indicators of dietary & lifestyle preferences.

Ingredients: Want to avoid certain ingredients to prevent irritation.

Aminos

D

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Healthy Aging Trending Content Sample content and conversations

Influencers: Dr. Andrew Weil Dr. James

Meschino Brenda Rusnak Maylin Rodriguez-

Paez, RN (Life Extension)

Social Content: blog posts, Top lists and articles

Videos from influencers

Peer and community reviews: SkinCareTalk.com and HealthyWomen.org

Industry articles: WholeFoodsMagazine.com

Research studies on topics such as exercising and conditions (i.e. dementia) and how they pertain to healthy aging

Visual content on channels such as Pinterest

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Healthy Aging Female Demographic Audience Summary InsightsWHO THEY ARE

Healthy Aging: Looking beyond topical products (creams,

serums) to pair with supplements to repair cells “from the inside out”

Resveratrol: wanting products that stay fresher, longer

Bone health: Women are looking for bone

support/strength supplements

TOP CONTENT OPPORTUNITIES

Packages/Programs: Offering packages and programs that

address aging, skin care, diet, sleep and exercise. Packaging skin care products and anti-aging supplements would increase the potential to sell additional supplements.

Peace of Mind: Looking for anti-aging products that provide

a variety of advantages (improved energy, metabolism, circulation, etc.) as well as the repair of RNA and DNA

Also looking for products they can rely on

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Healthy Aging Marketing Purchasers needs to be convinced of antioxidant values

Audiences are looking for: Purity standards (especially around omega 3s) Whole food based Some prefer natural products that have no artificial colors/flavors/preservatives

For anti-aging supplement marketing to be successful, must be: Multi-faceted Realistic Implemented consistently over time

Capture attention of these target markets by focusing on healthy anti-aging support with ingredients supported by clinical evidence (i.e. “all natural” or “environmentally friendly”)

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Healthy Aging Marketing Insights from Nutrition Business Journal’s market research

On supplement side alone, anti/healthy aging target market is showing positive projected growth in the next few years

Opportunities to explore market opportunity and take advantage of it

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Additional Influential SourcesPOPULAR WEBSITES & BLOGS Women’s Health Blog – Very popular

resource and destination for women who are seeking advice from other females.

Livestrong – Resource for both men and women. The forum is also highly visited, articles come highly recommended.

Nutra Ingredients – A recommended and highly shared website for industry articles and industry research on various topics.

POPULAR FORUMS Inspire – A very popular forum for women

35-60 Healing Well – both men and women hold

discussions about supplements in these forums.

My Fitness Pal – Very popular for women ages 35-60 talking about how they can better their lives

INFLUENCERS Garey Simmons – Founder of

Optimal Health Bridge, interested in alternative ways to treat and reverse heart disease with supplements, exercise and awareness.

William S. Harris – Expert on Omega 3 and highly recommended by consumers looking for omega-3 information.

Bryce Wylde – Alternative Health Expert, appealing to all audiences.

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Audience: Women 50+

TOP PRODUCTS High Quality Fish/Krill Oil Omega-3 Calcium Resveratrol

TOP SPECIALTY CATEGORIES Healthy-Aging

Bone Health Brain Function

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WHO THEY ARE

Healthy Lifestyle Living/Maintaining Health: They want customized products and programs that support their lifestyles. Likely to pay more for higher quality products and are very brand-loyal. Expect highest purity of products especially for their omega-3s. Labels should be more specific to ingredients listed, as well as any natural ingredients.

Who are They? The women 50 and over are mostly concerned about healthy aging.

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What’s in her cart? Where is she shopping?

Online• Amazon.com• Vitacost.com• iHerb.com

In-Store• Whole Foods• Trader Joes• Vitamin Stores

Women 50+: Healthy & Anti-Aging

Bone Health: Looking for bone support and strength supplements that also help reduce menopausal symptoms.

What are her pain points?

What content does she consume?

Messaging: Doesn’t want to be referred to as “elderly” on product labels.

Labels: Needs clear labeling particularly around dosages and easy to read labels.

Ingredients: Wants better purity particularly as it relates to Omega-3.

Cal

VitaminsC & DResveratrol

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Educational reports on benefits of certain supplements (like omega-3)

Customer testimonials on retail sites like Amazon and QVC

Infographics on channels such as Pinterest

Videos from influencers like Dr. Oz

Peer and community reviews: HealthyWomen.org, Slowly Aging Blog

Research studies on topics such as exercising and conditions (i.e. dementia) and how they pertain to healthy aging

Healthy Aging Trending Content Sample content and conversations for women 50+

Influencers:• Dr. Andrew Weil• Dr. Mehmet Oz• Dr. James

Meschino

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Additional Influential SourcesINFLUENCERS

Communities Natural living and senior blogs

HealthyWomen.org Slowly Aging Blog Women's Health Healing Well HealthyAging.net

Peer/specific-condition communities Her2Support (Breast cancer)

Individuals Doctors/physicians

Dr. Andrew Weil Dr. James Meschino

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Opportunity – Improved LabelingOlder women need easy-to-understand labels to make purchase decisionsVisuals help consumers understand what they should be looking for on a label, what numbers are more significant and what they mean.

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Audience: Men 25-40

TOP PRODUCTS Multi-Vitamins Whey Protein Aminos Fish Oil Probiotics HGH

TOP SPECIALTY CATEGORIES Clean Fitness Healthy-Aging IBS

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WHO THEY ARE

Clean Athletes: This group is composed mostly of men

looking for natural supplementation for their intense fitness regimen.

Many of these athletes try to supplement their diet with as much whole food as possible, but for those that can’t do that, they look for whole food and vegetarian supplements.

Natural Fitness & Sports Nutrition: Many men in the younger demographics are

focused on exercise, staying fit and building mass and muscle.

Bodybuilding forums produce the most conversations around nutritional supplements, particularly protein powders and shakes. These products are the most popular when it comes to sports nutrition.

The more natural-minded men tend to gather in niche communities, such as those focused on mud/endurance racing, biking and diet-specific forums. These men discuss supplements, such as aminos, more than protein shakes and powders.

Primal and paleo diets are popular with this demographic, specifically those looking to avoid chemicals that could be harmful to their bodies.

Healthy Lifestyle: Focused on maintaining a healthy lifestyle

through supplements and exercise. The majority of this group prefers to

purchase their supplements online because they’re able to do their own research, look up reviews and then buy the product that they feel is best.

Antioxidants, liquid supplements and probiotics help this group focus on maintaining their health and age well.

Who are They? Men 25-40 are mostly concerned with clean fitness and maintaining a healthy lifestyle.

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What’s in his cart? Where is he shopping?

Online• Amazon.com• Vitacost.com• iHerb.com

In-Store• Whole Foods• GNC• Vitamin Shoppe

Men 25 – 40: Clean Athletes

Training: Using supplements as part of an intense training program. Vegetarian: These supplements tend to be free from chemicals that could interfere with their lifestyle.

What are his pain points?

What content does he consume?

Education: Want to kCompetitor 1 what the real difference is between synthetic and natural supplements.

Labels: Needs clear labeling around ingredients, including free-from and what’s included.

MultisAminos

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Trending ContentWorkouts

Forums

Blogs

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InfluencersCONTENT INFLUENCERS

Men’s Fitness – Athletes and fitness-minded men are sharing a lot of content from this publication, including workouts, blogs, articles and reviews.

COMMUNITIES

Bodybuilding.com – This online community is a major resource among men interested in weight training and bodybuilding. There are boards dedicated to clean lifting and healthy living. Client XYZ already has a large presence in this community.

CrossFit Discussion Board – This is an active community that is discussing a healthy diet in conjunction with an aggressive exercise routine.

BLOGS

Mark’s Daily Apple – The owner of this blog, Mark Sisson, is the author of The Primal Blueprint and a former triathlete. Through his blog, books and online community he promotes a primal/paleo lifestyle that incorporates whole food supplements and nutrition.

Thrive Forward– This subscription-based video blog is dedicated to “clean sports nutrition” through organic and natural living, specifically plant-based nutrition. It was developed by Brendan Brazier, a professional Ironman athlete, vegan and author.

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WHY?

Natural-minded athletes want more education on clean and healthy training, especially in regards to products. They want content that addresses their needs.

WHAT?

Video is a very important medium for this audience. They are using it for education around clean nutrition, as well as for fitness routines, workouts and product reviews.

HOW?

Sponsor a video series focused on clean nutrition and training to be hosted on the Clean Series microsite as part of a resource and tools section.

WHO?

Partner with natural-minded, clean athletes, such as Brendan Brazier, and Clean Series brand advocates to produce the video series and to promote it via their blogs, websites and social channels.

Suggested Topics: Essentials to a Natural Athlete’s Diet Fitness Tips & Routines Cooking with Protein & Natural Products Clean Series Testimonials & Reviews

Content RecommendationsVideo Series for Training Clean

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Audience: Men 50+

TOP PRODUCTS High Quality Fish/Krill Oil CoQ10 Lutein

TOP SPECIALTY CATEGORIES Healthy Aging

Vision Heart Health

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Audience Summary InsightsWHO THEY ARE

Maintaining Healthy Lifestyle: The most common supplements that this

audience group is concerned about getting is for their heart and eyes. They want to maintain their cognitive health as well as their heart.

They are frequently concerned about whether the supplements they take will interact well with their daily heart medication.

Their price tolerance is not as high as other audience groups, but they want good quality.

Vision Health: Vision health is of high importance as well

especially regarding the avoiding of macular degeneration.

Older people (mostly men) with macular degeneration talking about eye health and supplements

People taking aspirin for heart health, worried about macular degeneration

Talking on twitter, blogs, industry articles Discussing results of industry studies,

particularly about aspirin and AREDS Needing simple supplements ingredients to

help eye sight: grape seed extract, cholesterol-lowering eye drops to treat AMD

Rely on peers instead of doctors

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Healthy Aging Male Demographic Audience Summary InsightsWHO THEY ARE

Heart Disease-Inflicted: Taking additional supplements when taking

heart supplements can be a tricky situation – men are looking to make sure the interaction between the supplements and medications will be fine.

Vision Impaired/Preventing Vision Impairment: Supplements for those already inflicted with

ARMD, and those looking to avoid it at an older age

Anti-Aging/Healthy Aging: Looking to prevent memory and hair loss, as

well as weight gain; improve/maintain brain function and clarity (“brain fog”)

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What’s in his cart? Where is he shopping?

Online• Amazon.com• Vitacost.com

In-Store• Whole Foods• Trader Joes• Vitamin Stores

Men 50+: Healthy & Anti-Aging

Brain Function: Using Acetyl-L-Carnitine, CoQ10, Folic Acid and Omega-3s for cognitive health.Lutien: This is being used for eye health, particularly macular degeneration.

What are his pain points?

What content does he consume?

Interaction: Wants supplements that won’t counteract prescriptions.

Dosage: Want to kCompetitor 1 how much they need for full effect.

Cost: Not as willing to pay more for quality like younger people.

CoQ10

Lutien &Vit. CALCAR

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Opportunity: Drug Interaction CheckerOlder men need peace of mind that supplements will not counteract with medicationsProvides instant insight into what supplements and medications may or may not interact negatively