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Discover the value of ‘corpsumer communications’

‘Corpsumer communications’ is a hybrid between traditional B2B thought leadership and B2C consumer communications, with trust and a goal of category leadership at its core, to deliver outstanding results for raw material suppliers and brandholders.

Gillian Fish, Founder & CEO

September 14, 2021

4 Min Read
Why corpsumer communications is the bull’s eye of category leadership for raw material suppliers and finished goods brandholders

A successful Corpsumer Communications strategy brings to life a distinctive point of view or positioning or ‘clear airspace free from competition’. If done well, it will shape perception of your brand to build trust, reputation and leadership, and drive affinity for your products and services at point of sale.

The pandemic has taken its toll in many ways—lives and jobs lost and seismic shifts in audience behaviours that have redefined the way brands should connect. It has seen consumers actively empowering themselves with health knowledge to focus on achieving optimal health. Through this digital empowerment they are discerning, armed with substantial information about ingredients and their efficacy. They are seeking truth more than ever before and want to know that a nutritional product will deliver on its promise with value and convenience and, importantly, the brand will deliver evidence-based contextual information that will further take them towards their health goals.

The rise of digital marketplaces that not only offer product but bespoke healthcare consultations in real time, to inform suitable products based on real health needs, is testament to the trust consumers are putting with brands, which previously was the domain of a face-to-face consultation with a healthcare practitioner. This presents a wide-open space for raw material suppliers and brand holders to find a gap to fill with relevant, valuable health education.

What are the key Corpsumer Communications strategy tactics?

  • Develop a distinctive narrative
    One that is designed to build trust and leadership, is clear of competitor narrative, and is meaningful for the consumer audience. Make sure the business can deliver on the promise. If done well, infused with creativity which marries science with emotion, it will deliver profile prominence for your brand, giving birth to ‘cult’ status evidenced with up-and-coming disruptor ingredients and brands.
     

  • Understand your audience needs
    Ask what matters to your audience to ensure relevance and a true value-exchange. Sell health empowerment ideas, not only specific product benefits. If your information is valuable, buyers will consider product purchase.
     

  • Evidence for trust
    Scientific evidence is the most powerful proof point for building trust, but remember trust needs to be layered into all aspects of a brand from growing to manufacturing, across the entire supply chain. Trust is built over years, destroyed in minutes. Guard it as your most precious brand asset. Give information away freely, to accrue brand value, not sales.
     

  • Address a specific need
    If your ingredient is proven to support sleep, focus on that narrative and repeat over and over again with broader information than just the product claims until it becomes automatically associated with the perception of your brand.
     

  • Earn the respect of Key Opinion Leaders (KOLs)
    Independent expert endorsement is the secret weapon in a Corpsumer Communications strategy, which engenders trust and can trigger a juggernaut. Note, it takes time to build a trusted valuable relationship with experts which are long term and sustainable.
     

  • Show 100% transparency
    Trust is built on transparency, from soil to capsule, and all supply chain activities in between. Traceability is the number one request from consumers, ensure business decisions and communications are stress-tested through the ‘transparency lens’.
     

  • Commit to making a difference
    Brands that lead with purpose that is relevant to their audience are destined to build stronger relationships with their audiences than those who focus solely on sales and the bottom line. Focus on doing good firstly by your people and the planet, and then align with a cause that sits with your brand, such as the UN Sustainability goals; supporting diversity and inclusion; or taking a stand against Modern Slavery.

6AM’s precision methodology for delivering Corpsumer Communications and other work is focussed on building share of voice or awareness that is supporting commercial outcomes. We call it ‘Effective Share of Voice (ESOV)’. It’s about one critical outcome: effectiveness, which must cut through the hyper-connected, multi-channel noise today’s consumer navigates. It is designed to build awareness, reputation and ultimately a return on investment.

 

Gillian Fish, CEO, The 6AM Agency, will discuss more on Leveraging 'Corpsumer communication' for brand leadership in a keynote presentation as part of our Vitafoods Europe this September 27.

Learn more and register for free to attend the Vitafoods Europe 2021.  

About the Author

Gillian Fish

Founder & CEO, The 6AM Agency

Gillian Fish is the Founder of The 6AM Agency and author of Resilience: Body, Mind, Soul (2020) and Good + Well: 25 World Experts Share their Secrets to Wellbeing (Feb, 2017).

Gillian is acknowledged as one of Australia’s foremost experts in integrated Wellbeing & Good Living communications across earned, owned and paid, having worked with some of the world’s leading brands in evidence-based wellbeing including Raw Materials, Organic, Sustainable, Complementary Therapies, OTC, Fitness, Nutrition and Beauty across earned and owned.

With a deep passion and sense of purpose for Wellbeing & Good Living communications, Gillian founded The 6AM Agency in 2002 which today services local and international clients delivering fully integrated creative communications utilising data-driven insights for creativity, Social and PR in an audience-first, mobile-driven world.

Gillian has an astute understanding of the evidence-based Wellbeing Health Model, which she defines as an evolution from ‘sickness’ to ‘wellness’ with a record for delivering smart, earned-centric, social by design campaigns for experts, brands and raw material suppliers, across VDS and Beauty, which are known to have delivered significant results for clients.

With an extensive Wellbeing network, Gillian is proud to work with some of the world’s leading Preventive Health & Wellbeing key opinion leaders and influencers.

A former magazine editor, her passion for story-telling, coupled with a deep a deep sense of Purpose and an understanding of the fundamental drivers of good health at their root cause, bring valuable insights to her clients’ campaigns. 

Gillian regularly travels to international communications and industry/sector conferences in order to advance the knowledge of the agency and bring the most relevant, cutting edge tools and tactics to client campaigns.

Understanding how to pull the social and PR levers concurrently to distribute the brand story, are fundamental to creating success.

The 6AM Agency and Igloo’s clients extend across the globe from Australia to the United States and Japan.

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