Jim Labadie of North Palm Beach, Florida writes:
“Our company has launched what we feel is the best tasting snack bar on the planet. It’s called Prograde Cravers, and we literally sold out of our first shipment in just nine hours after we put them up for sale!
“You can see all the video testimonials we have from our recent debut at a fitness industry seminar. Our Prograde Nutrition products are only available via fitness professionals, so it only made sense to let them try them first.”
“I’ve got numerous ideas on how to promote the bars:
–Put the video testimonials on YouTube
–Perfect Halloween candy because they are 100 percent organic and less than 200 calories
–Holiday gift guides
“I’d really love some extraordinary ideas. The bars are so nutritious and taste so amazing we want to be sure they keep selling out. We want to be sure the entire U.S. and Canada knows about them and tries one. What ideas can your Hounds offer that will help us reach that goal?
I’d send samples out to writers/ product editors in your industry, may cost money upfront, but the return can amazing publicity.
Don’t forget about traditional media outlets. Send samples and information to targeted print and electronic media. Producers always tell me that they love snacks — and if they’re healthy, so much the better! They’ll share information with audiences if its clear, concise and great tasting.
Another audience you may want to target is business travelers. When my favorite hometown airline ran out of its gourmet meals (for sale, of course) a few weeks ago, I went to my stash of protein bars for dinner! I always take nuts/almonds/fruit on the road, including trade shows, for when less than desireable alternatives are available.
I’d suggest you list product ingredients (especially sugars) and their source and criteria for “organic” as standards are not consistent from state to state.
Also… you might want to edit your copy. It’s so easy to overlook the familiar… things the brain and eye “see” as the correct word, but it’s just a smidge off the mark.
You say:
“If you want a big, fat bar crammed with 40 grams of protein and overloaded with more than 350 calories (plus tastes like rain-soaked cardboard) then Prograde Cravers are NOT for you.”
THEN, YOU CALL THEM PROGRAM CRAVERS. Oops! (smile)
“If you want a nutrition bar with no carbs because it’s made with potentially cancer-causing sugar substitutes and chemicals, then Program Cravers are NOT for you.”
I would contact local radio stations in the major markets and see about sampling opportunities at their large events.
Also, try and contact some of the larger gyms across the country, and see if you can conduct a sampling opportunity with them. Some of them already have nutritious snack bars, so do your research first.
Good Luck!
Camie
First, I need to mention I consider Jim Labadie a personal friend but other than sales I make through my own affiliate link for ProGrade’s products, I get nothing out of saying this…
I currently have a couple of (quickly dwindling) boxes of cravers in my kitchen right now – while I do agree they ARE the best tasting nutrition bars, bar none (hehe!), I ordered ’em to give samples to clients and friends to get their (relatively unbiased) opinions and gather my own testimonials before launching a ‘proper’ e-marketing campaign.
Time after time, the response I’ve been getting has been something along the lines of “these taste waaaay too good to be healthy!”.
I do think in the long run, the current grassroots approach is going to go a long way…
But as far as ‘extraordinary ideas’ go, how about tying craver bars into the ‘problogger contest’ mentioned elsewhere in this blog?
I’m sure Jim would have no problem if he calls on several of his well-known friends/clients in the fitness-biz (hint, hint!) to contribute something to add to the value of the prize package in effort to make cravers a household name…
Ya know, I think I might just put a few of ’em in my kid’s lunch box tomorrow as a back-to-school gift for their teachers (along with nutrition details AND my affiliate link, of course!)
-JS-
In the UK there are lots of food and weight shows on TV and I guess it will be similar in the US and Canada. How about pitching to the producers of these shows to have your products featured.
Another idea is to find a health writer who would do a feature on the product.
Are you sure you only want to carry them through the gym? How about the health food industry? We offer retreats and have people from around the country. Sometimes we offer healthy snacks. Also resorts health spas carry this typ of snacks for their guests.
If you decide to carry them outside the gym let me know.
Annie’s word vibrations blog
As an avid hiker who thrives on a good energy burst before a hike, if your bars are high in protein energy, that would greatly appeal to
hiking groups, hikers associations, etc. You can Google by city and state to locate your nearest chapters.
Also, promote the health bar at local health clubs. Ballys Total Fitness Clubs, for instance, seem to promote a variety of products on an
on-going basis in their fitness centers. I know because I’m a member. They often distribute anything from nutritional bars, to shampoos to even Fig
Newtons. Good Luck!
I think you should target more schools or kid’s outlets or even obesity clinics for these bars — as a healthy alternative to traditional candy bars. For these bars to be considered a real benefit by a health/fitness enthusiast, however, you’ll need a little bit more protein in this bar than 4 grams. Even with great taste, the lack of protein (minimum 10 grams) would cause me to not buy this bar.
Jim sent me three of these bars and they didn’t look like what I expected, which is all the more reason he needs a photo of these at his website.
They’re round and slightly bigger than an Oreo cookie, completely covered with cholate and absolutely delicious! I think he sent me peanut butter.
I get a chocolate craving around 2:30 in the afternoon, and this satisified it. I didn’t get that headache that often accompanies these kinds of health bars, many of which are loaded with sugar. If you put these in your kids’ lunchboxes, I’m betting they wouldn’t even know it’s good for them.
Hey Jim! That gives me an idea. Why not contact Parents magazine and other mags that parents read and suggest that they do a taste test with a panel of kids. See if the kids like these.
I think that is a wonderful idea. Parents and grandparents like me are looking for good snack alternatives. I would love to see these available. Like you said so many of the so-called healthy snack bars are loaded with sugar.
Annie Lawrence, http://loveambassador.blogspot.com
What’s the shelf life? Why so little protein?
Tasting good is definately a benefit as well as low fat and low carbs. I recommend increasng the protein. 180 calories is certainly a plus. Since this is being positioned as a snack and not a meal substitute you may have some flexibility but prefer to see at least 15 grams of protein.
I personally work out 5-6 days per week and when I look for a bar, I am not looking for a snack bar, I look for a bar with high protein low carbs, low fat and the lowest caloric levels.
If this is being marketed through fitness professionals I believe they will look for the same ingrediants that I mentioned.
Although you are targeting the fitness professionals, I think you may want to consider the school age market. Moms want their children to eat healthier and are looking for a quality, good tasting snack. Your packaging can be designed for two separate markets: the Fitness pros to recommend to their clients and the general adult market and the youth market.
The package design and messaging is essential for success.
How to market: well that’s where the marketing professionals use their expertise and experience. Have you set a solid marketing and business plan to strategically and tactically launch this product?