It’s no secret that we depend on voices of authority for guidance before buying practically anything, and today’s consumers have a wealth of information and choices available at their fingertips. Capitalizing on thought leadership can help you market your company and products.
To help buyers make the leap from curious browsers to loyal customers, here’s what they want to know when you market your company:
- You represent a trusted brand.
- You are a knowledgeable advisor and a go-to source of information.
- You have your customers best interests at heart.
Case Study
Bell Rock Growers is the pet industry’s pioneer grower and supplier of green nutrition products. The company was the first to distribute live wheat grass to pet stores nationally. Along the way, they realized there was a serious information gap with pet owners. Many considered wheat grass to be a fun novelty item, but didn’t fully understand the health benefits of including it in their pets’ diets.
To help educate retailers and customers and support sales, Bell Rock Growers worked with Parallel Interactive to develop and market an eBook on the benefits of wheat grass for pets. Key messages from the eBook on the power of green nutrition are also included in their website, ads, press releases, media interviews, trade show booth, store displays, product catalogs, and packaging. To date, the eBook has received over eleven thousand downloads from Bell Rock Growers’ website, coverage in national trade and consumer magazines and is used as a selling tool with online dealers.
Bell Rock Growers’ marquee product, Live Pet Grass®, has become a leading cat SKU (stock-keeping unit) with major retailers. They’ve since extended the Pet Greens® products to include a popular line of dog and cat treats as well as an earth-friendly therapeutic grooming line, all made with nutrient-rich wheat grass.
